2. STRATEGIC TOURISM PLANNING

3. Products and services Attributes Features Benefits Values Satisfying needs and wants 1.An business organization exists to accomplish value creation for target customers: 1.An business organization exists to accomplish value creation for target customers: Discovery Development Delivery 2/2 1

4. An organization operates in different environment, namely politics, economics, socio-culture, technology and competition (C-PEST) T here are strengths and weaknesses in the company, and opportunities and threats in the company’s external environment. (SWOT) 2. Scanning and analysis: 3/2 1

5. Answer to the environments environments –learning –Adapting –Influencing –Manipulating –Leveraging –Restructuring –TOWS Metric –learning –Adapting –Influencing –Manipulating –Leveraging –Restructuring –TOWS Metric 4/2 1

6. - Political shift - Economic blocks - Economic development - Social changes—VALS (Values and life styles), preferences, tastes, beliefs, perceptions, and attitudes - Technological development - Demographic shift - Natural and ecological changes - Sustainability planning - Globalization Important Trends 5/2 1

7. - A marketing plan will be more successful if it is in line with strong trends, rather than opposed to them. - Companies must monitor demographic, economic, natural, technological, political/legal and social/cultural forces. - Modern consumers will pay more for “green” products. - Internationalization is imperative - Marketers must be aware of diversity of different generation cohorts. - Increasing alliances and partnerships. TrendsTrends 6/2 1

8. - M ajor technological advances. - R ise of the Pacific Rim - Rise of modern tra de - R ising e-commerce. - I ncreasing importance of speed and convenience - M en’s and women’s roles shift. - C ollaboration and co-creation between sellers and buyers as well as among buyers through various digital platforms. Trends 7/2 1

9. -M edical and health issues are changing. - P ower of computers and microprocessors increasing exponentially. - B randing becoming more important. - I ncreased use of credit cards and increasing consumer debt. - Global growth of e-commerce/Internet users TrendsTrends 8/2 1

10.  What is value to our customers? 3. Management must define its mission and vision:  Who is our customer?  What should our business be?  Why do we exist?  Where and what you want to be in  What is our business? 9/2 1

11. Four distinct features 1. Knowledge (what you know and learned) (what you know and learned) 2. Experience (what you’ve been through (what you’ve been through 3. Resources (what you have) (what you have) 4. People (what you do and how you do it) (what you do and how you do it) 4. Core Competencies: 10/ 21

12.  What market do to want to get in?  How do you segment your market?  What segment is your target market?  What is the profile of your target market?  What offering do your have for that market?  What is the positioning of your product/service?  What is your generic competitive strategy?  What are your marketing mixes? Remarks: all of these strategic elements must be cohesive with your mission, vision, policy, and core competency. 5. Strategic elements 11/ 21

13. Embrace innovation.”“ Embrace innovation.” “Make every product better than it’s ever been done before.”“Make every product better than it’s ever been done before.” “Manage both hard factors and soft factors.”“Manage both hard factors and soft factors.” “Operate with a sense of excellence.”“Operate with a sense of excellence.” “Give the same attention to the smallest detail as you do to the largest.”“Give the same attention to the smallest detail as you do to the largest.” “Sustain your competitive advantages.”“Sustain your competitive advantages.” 12/ 21

14. What’s happening to the company and its competition: What’s happening to the company and its competition: What the company wants to do about it to achieve its mission. What the company wants to do about it to achieve its mission. And should guide decision-making for the future growth. And should guide decision-making for the future growth. 7. A vision statement should describe: 13/ 21

15. A. Product leadership B.Innovation for cost-efficient; focused; diversified; high quality C.Best service in town D. Globalization with world class standard E. Provide total solution to better human life and sustain ecological environment 14/ 21

16. 9. The company’s specific mission or purpose is usually clear when the company is founded. – Over time the mission may change due to changing market conditions – Or the corporation makes changes by adding new products and services 15/ 21

17.  Product  Price  Place  Promotion  Packaging  Public relations  People  Process  Planning policy  particularity  Power  Population  program  Partnership  Permission  Positioning  Package  Payment  Physical environments  Purple cow 16/ 21

18.  Advertising  Public Relations  Events  Sales promotion  Direct marketing  Interactive  Demonstration center  Show room  Merchandising  Display and P.O. P  Publications  Services  CRM  CEM  Call center  Brand ambassadors 17/ 21

19.  Executive summary  Table of Contents  Situation Analysis (C-PEST)  SWOT Analysis  TOWS matrix  Objectives  Assumptions  Strategic statement Segmentation Targets Positioning Generic strategy  Tactical decisions on marketing mixes  Budgeting  Action plan 18/ 21

20.  Brand Marketing Content marketing Experiential marketing  Relationship marketing  Digital marketing  Image marketing  Retrospective marketing  Blue ocean marketing  White ocean marketing (Marketing 3.0)  Low cost marketing  Precision marketing  Retrospective marketing 19/ 21

21. 14. Successful companies raise these questions constantly. The answers are shaped by: –Has the mission be achieved? – Is the company is market-driven? – How well the company respond to the environment? – How well does the company leverage resources and its distinctive competency? – Does it has superior and relevant value for the target market? - Is it good at both offensive and defensive marketing? 20/ 21