Developing the Marketing Plan Different time-scales attached to marketing plans: The 3-5 year strategic marketing plan The 3-5 year strategic marketing plan (sets the direction for the annual plans and the broad outline for activities) The annual or tactical marketing plan The annual or tactical marketing plan (sets the detailed actions and methods of monitoring achievement. The sum of annual plans should meet the objectives set in the SM plan)

Marketing plan should focus on answering these questions: 1. Where are we now? (situation analysis and SWOT) 2. Where do we want to be? (marketing objectives) 3. How do we get there? (strategies and tactics) 4. How do we know if we’ve got there? (monitoring, evaluation and control)

Situation Analysis at the Macro Level political and legal factors economic factors social, demographic and cultural factors technological factors

Situation Analysis at the Micro Level Markets/touristssuppliersdistributorscompetitors

Internal Situation Analysis marketing objectives and strategies marketing organisation marketing systems distributors marketing functions

Developing on from the Situation Analysis The destination should consider: a forecast of these key points key factors for success distinctive competencies

SWOT Analysis Examines the destination’s: Strengthsweaknessesopportunitiesthreats

How do we get there?: Strategic Marketing Plan sell more of the existing product to repeat tourists or to sell the existing product to new tourists from existing tourist segments (segment penetration) sell the existing product to new tourist segments (segment development) sell a new product to existing tourist segments (product development sell a new product to new tourist segments (diversification)

Product strategies The destination life-cycle The product portfolio Relevant gaps Analysis of tourist satisfaction Development of product differentiation