1. Marketing in Travel and Tourism
Strategic Marketing Planning

2. Lesson Outcomes
P2.1: Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination (Collette Worldwide)
(Analyse – Identify separate factors; say how they are related and how each one contributes to the topic)

3. Purpose of a strategic marketing plan
Provide clear direction to the marketing operation
Coordinate organisational resources
Set measurable targets for progress
Minimise risk
Targeting of different segments
Record of marketing plans and policies
Focus on longer term business objectives
(Cooper et al, 2005 P.611)

4. Marketing Plan Strategic Goals
Broad in its approach
Not usually expressed in quantifiable terms
Where a company wishes to be
Long-term

6. The purpose of a marketing plan
A marketing plan serves several purposes within any hospitality company:
Provides a road map for all marketing activities of the firm for the next year
Ensures that marketing activities are in agreement with the corporate strategic plan
Forces marketing managers to review and think through objectively all steps in the marketing process
Assists in the budgeting process to match resources with marketing objectives
Creates a process to monitor actual against expected results
(Kotler et al, 2014)

7. Corporate Direction – Mission/Goals
A good marketing plan should support the enterprise and what it is thriving to achieve.
This can be communicated through the companies mission statement, corporate philosophy or corporate goals.
It needs to be shared with managers, employees and the public.
“To embrace the human spirit and let it fly.”

8. Corporate Direction - Mission/Goals
Vision: “To be the global leader in location based branded family entertainment”
Mission: "The delivery to our visitors of high quality memorable visitor experiences“
Vision: “Making travel experiences special”.
Values: “Customer Driven
Responsible Leadership
Value Driven
Playing to Win”

9. Key components of Marketing Strategy
Build up market picture
Market research
Internal/external audit
STEP / PESTLE
Competitors
Porter

10. Competitive Analysis

11. Analysis of business situation
SWOT
Business Portfolio Analysis (Boston Box)
Product Life Cycle (PLC)

12. SWOT

13. The Boston Matrix

14. Product Life Cycle

15. Analysis of strategic options - Objectives
Ansoff's Grid
Competitive Advantage (Porters model)

16. Ansoff’s Matrix

17. Competitive Advantage

18. Competitive Advantage
Answers to Exercise

19. Tactical Objectives: Shorter term focus
Sets the framework for marketing tasks
Integrated with the corporate strategy / goals
Precise and quantifiable (SMART)
Agreed and endorsed by managers and communicated to all staff

20. Marketing Plan Strategies Evaluate impact Measurement and control
Positioning and Segmentation
Marketing mix – actions based on tactical objectives
Evaluate impact
Review
Measurement and control
Review bookings / sales
Customer satisfaction surveys

21. Conclusion
Marketing planning is the most important activity for any travel and tourism organisation.
“The long term survival of organisations is related to the way that an organisation understands how to assess its environment, set sensible objectives and choose logical strategies for achieving success.”
Cooper et al (2005)

22. Bibliography www.marketingteacher.com
Cooper, C, Fletcher, J, Gilbert, D, Fyall, A and Wanhill, S (2005) “Tourism: Principles and Practice” 3rd Ed Pearson Education Limited
Middleton, V, T, C. Fyall, A. & Morgan, M. with Ranchhod, A. (2009) 4th Ed “Marketing in Travel and Tourism” Elsevier Ltd
Kotler, P. Bowen, J. T. & Makens, J. C. (2010) 5th Ed “Marketing for Hospitality and Tourism” Pearson