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TOPIC#4 THE MARKETING PLAN
LEARNING OBJECTIVES:
• Understand components of a marketing plan

• Analyze successful marketing strategies
• Create a basic marketing plan
• Identify target markets and messages
•Evaluate marketing channels
MARKETING PLAN
• A marketing plan serves as a practical, concise, and strategic tool for tourism practitioners on
future action plans that are carefully studied, taking into consideration the current status of the
company and external forces that may propel or hinder the growth of the business.
• Marketing plan ≠ Sales. But, employing a well-thought-out and well- researched plan gives you
a much better chance to capture a new market and build long-term relationships.
A MARKETING PLAN IDENTIFIES THE FOLLOWING:
1. who your target customers are

2. how you will reach them
3. how you will retain customers so that they repeatedly buy from you
IMPORTANCE OF MARKETING PLAN
1. serves as a road map for all marketing activities of the firm

2. aligns the marketing activities with the corporate strategic plan
3. encourages marketing managers to review and objectively think through all steps in the
marketing process
4. assists the budgeting process to match resources with marketing objectives
WHAT IS THE TIMEFRAME OF A MARKETING PLAN?
■The marketing plan is a working document developed by hospitality and tourism

establishments that seriously want to grow their business in the forthcoming year.
■With the fast pace of changes in the marketplace, mainly due to technological
advancements, a yearly plan is recommended.
■Though long-term plans may be drawn over a 5-year or 10-year period, a marketing plan
prepared yearly is ideal.
■This annual plan is reviewed on a quarterly basis so that all stakeholders know where they
stand by comparing actual versus projected figures.
Key ELEMENTS TO A SUCCESSFUL MARKETING PLAN
1. it is workable
2. it is realistic and flexible
3. it has measurable and achievable goals
COMPONENTS OF A MARKETING PLAN
1. Executive Summary
2. Business Description
3. Market Analysis
4. Marketing Objectives
5. Marketing Strategies
6. Timetable
7. Budget
8. Conclusion
9. References
EXECUTIVE SUMMARY
● Brief overview of the entire marketing plan

●Usually written last but appears first in the document, after all other sections of the
marketing plan have been completed
● Although it appears first in the plan, it should be concise, usually NO more than 1 page
long, and provide enough information to give readers a clear understanding of the marketing
plan's core elements
●It provides a snapshot of the strategy for readers who may not have time to review the full
document
BUSINESS DESCRIPTION
→ This sets the foundation for the rest of the plan by clearly defining who you are as a company
and what you offer.
→ Here's a more detailed breakdown:
• Overview of the tourism/hospitality business
This includes basic information about your company such as its name, location, and
when it was established. Description of the products or services you offer in the
tourism/hospitality industry (e.g., hotel accommodations, tour packages, restaurant
services).
• Unique selling proposition (USP)
This is what sets your business apart from competitors. It answers the question: "Why
should customers choose us over other options?"
MARKET ANALYSIS
• Industry overview
A broad look at the current state of the tourism and hospitality industry, including trends, growth
rates, and major players.
• Target market identification

Detailed description of the target customer segments, including geographics, demographics,
psychographics, and behavioral characteristics.
• Competitor analysis
Examination of direct and indirect competitors, their strengths and weaknesses.
• SWOT analysis
Assessment of the business's Strengths, Weaknesses, Opportunities, and Threats in relation to
the market.
MARKET ANALYSIS
Example of SWOT analysis for a beach resort

Strength
Eco-friendly practices and sustainable operations
• Exclusive amenities (e.g., private beach access, spa services)
Weaknesses
• Remote location may be difficult to access
• Seasonal demand fluctuations
Opportunities
Potential for expansion of wellness and eco-tourism offerings
• Potential for hosting small destination weddings and events
Threats
• Climate change impacts (e.g., rising sea levels, extreme weather)
• Economic downturns affecting luxury travel market
MARKETING OBJECTIVES
• A crucial component of a marketing plan, as they define the specific goals that the marketing
efforts aim to achieve
• These objectives should be Specific, Measurable, Achievable, Relevant, Time-bound

(SMART)
• They provide direction for strategy development and serve as benchmarks for evaluating the
success of the marketing efforts
When setting Marketing Objectives, it's important to:
1. Align them with the overall business goals
2. Base them on insights from the Market Analysis
3. Consider the SWOT analysis to leverage strengths and cpportunities while addressing
weaknesses and threats
4. Ensure they are realistic given the resources available (which will be detailed in the Budget
section)
5. Make them specific enough to guide strategy development and allow for clear measurement
of success
Based from the SWOT analysis of a beach resort, the following is an example of marketing
objectives: 1. Increase overall occupancy rate by 15% during the off-season months to address
seasonality issues.
2. Boost revenue from eco-conscious travelers by 20% through targeted marketing of

sustainable practices and eco-friendly amenities.
3. Achieve a 25% increase in bookings for wellness packages and retreats to capitalize on the
growing wellness tourism trend.
4. Improve guest satisfaction ratings from 4.6 to 4.8 out of 5 on major review platforms,
emphasizing the resort's unique location and personalized service.
5. Host 10 small-scale destination weddings or events within the year, establishing the resort as
a premier location for intimate gatherings.
MARKETING STRATEGIES
• This outlines the specific actions and approaches the business will take to achieve its
marketing objectives and reach its target market.
• This typically includes:
Product/Service strategy
Detailing the tourism or hospitality offerings, including any unique selling propositions or
differentiators.
Pricing strategy
Explaining t the pricing approach, such as premium pricing, competitive pricing, or seasonal
pricing strategies.
Place/Distribution channels
Describing how the product or service will be distributed or made available to customers (e.g.,
through online travel agencies, direct bookings, or tour operators).
Promotion and advertising plans

Outlining the methods to communicate with and attract the target market, including advertising,
public relations, social media marketing, and sales promotions.
TIMETABLE
Outlines when each marketing activity will occur. It typically includes:

• Start and end dates for each marketing initiative
• Responsible parties for each task
• Key points:
• Should align with the business's seasonal patterns and target market behavior
• May cover a period of 6-12 months
TIMETABLE
Marketin Person January February March April May June

g Activity in-charge
BUDGETING
• Details the financial resources allocated to execute the marketing plan. It typically includes: •
Costs associated with each marketing strategy and tactic
• Key points:
• May be presented as a table
• Could includes both fixed costs (e.g., website maintenance) and variable costs (e.g.,
pay-per-click advertising)
• May include a month-by-month breakdown to account for seasonal variations
CONCLUSION
• Summarizes the key points of the marketing plan and reinforces its potential for success
• It typically includes:
• A brief recap of the main marketing objectives • Highlights of the most important strategies
• Expected outcomes and their impact on the business
• A call to action for stakeholders to support the plan
• Key points:
• Should be concise yet impactful
• Aims to instill confidence in the plan
• May include a brief statement about how success will be measured
REFERENCE
List of sources cited in the plan
Follow APA style of formatting (below):
Author Last Name, Initial First Name. (Year of Publication). Title of Article/Work. Name of
Website or Organizational Name. URL
Example:
Toral, J. (2024). From synthetic data to deepfakes: Navigating Al's impact on marketing, IP. The
Manila Times.
https://www.ananilatimes.net/2024/09/29/business/sunday-business-
it/from-synthetic-data-to-deepfakes-navigating-als-Impact-on- marketing-ip/1975692

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TOPIC#4 THE MARKETING PLAN

• Understand components of a marketing plan

A MARKETING PLAN IDENTIFIES THE FOLLOWING:

1. who your target customers are

IMPORTANCE OF MARKETING PLAN

1. serves as a road map for all marketing activities of the firm

WHAT IS THE TIMEFRAME OF A MARKETING PLAN?

■The marketing plan is a working document developed by hospitality and tourism

Key ELEMENTS TO A SUCCESSFUL MARKETING PLAN

COMPONENTS OF A MARKETING PLAN

● Brief overview of the entire marketing plan

• Target market identification

Example of SWOT analysis for a beach resort

• These objectives should be Specific, Measurable, Achievable, Relevant, Time-bound

When setting Marketing Objectives, it's important to:

1. Align them with the overall business goals

2. Base them on insights from the Market Analysis

2. Boost revenue from eco-conscious travelers by 20% through targeted marketing of

Promotion and advertising plans

Outlines when each marketing activity will occur. It typically includes:

Marketin Person January February March April May June

List of sources cited in the plan

Follow APA style of formatting (below):

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