2. Marketing Plan Pertemuan 13 Matakuliah: V0222 - Penjualan dan Pemasaran Hotel Tahun: 2009 - 2010

3. “If you don’t have a competitive advantage, don’t compete.” - Jack Welch - “ At Preferred Hotels & Resorts, we believe that the product preferences of affluent customers are as diverse as the consumers themselves.” - Peter Cass -

4. Purpose of a Marketing Plan 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 Assist in the budgeting process to match resources with marketing objectives Creates a process to monitor actual against expected results

5. Marketing Plan Sections I. Executive Summary II. Corporate Connection III. Positioning Statement IV. Environmental Analysis and Forecasting V. Segmentation and Targeting VI. Next Year’s Objectives VII. Resources Needed to Support Strategies and Meet Objectives VIII. Marketing Control IX. Presenting and Selling the Plan X. Preparing for the Future

6. Section I: Executive Summary Write it for top executives Limit the pages to between two and four Use short sentences and paragraphs. Avoid using words that are unlikely to be understood Organize the summary as follows: describe next year’s objectives in quantitative terms; briefly describe marketing strategies to meet goals and objectives, including a description of target markets; describe expected results by quarter; identify the dollar costs necessary, as well as key resources needed Read and reread the executive summary several times. Modify and change the summary until it flows well, is easily read, and conveys the central message of the marketing plan

7. Section II: Corporate Connection Relationship to Other Plans Corporate goals with respect to profit, growth, etc. Desired market share Positioning of the company or of its product lines Relationship to Other Plans Vertical or horizontal integration Strategic alliances Product line breadth and depth Customer relationship management (CRM)

8. Section II: Corporate Connection  Marketing Related Plans Sales Advertising and promotion Public relations and publicity Marketing research Pricing Customer service  Corporate Direction Mission Statement Corporate Philosophy Corporate Goals

9. Section III: Environmental Analysis and Forecasting A marketing plan should provide a positioning statement of how the enterprise intends to differentiate – position itself in the marketplace Major Environmental Factors –Social –Political –Economic

10. Section III: Environmental Analysis and Forecasting Competitive Analysis Market Trends –Visitor Trends –Competitive Trends –Related Industry Trends Market Potential should be viewed as the total available demand for a hospitality product within a particular geographic market at a given price

11. Section III: Environmental Analysis and Forecasting Market Research –Macromarket information Industry trends, social-economic political trends, competitive information, industry wide customer data Market Research –Micromarket Information Guest information, product/service information, new product analysis and testing, intermediary buyer data, pricing studies, key account information, advertising/promotion effectiveness

12. Section IV: Segmentation and Targeting Segmentation Analysis is the selection of segments as the result of – Understanding what the company is and what it wishes to be – Studying available segments and determining if they fit the capabilities and desires of the company to obtain and secure them Targeting – Begins by defining the mix of desired guests support the positioning strategy of the company support revenue management – Selected from the list of available segments

13. Section V: Next Year’s Objectives and Quotas Objectives –Must be quantitative, time and profit/margin specific –Established after considering corporate goals, corporate resources, environmental factors, competition, market trends, market potential, available market segments and possible target markets Quotas must be: –Based on next year’s objectives –Individualized –Realistic and obtainable –Broken down to small units – Understandable and measurable

14. Section VI: Action Plans: Strategies and Tactics Marketing strategies and tactics employ advertising and promotion, sales and distribution, pricing and product Must be custom designed to meet the specific needs of a company Must allow companies to meet or exceed objectives Sales Strategies – Prevent erosion of key accounts – Grow key accounts – Grow selected marginal accounts – Eliminate selected marginal accounts

15. Section VI: Action Plans: Strategies and Tactics Sales Strategies – Retain selected marginal accounts but provide lower-cost sales support – Obtain new business from selected prospects Advertising and Promotion Strategies – Select a blend or mix of media – Select or approve the message – Design a media schedule showing when each medium will be employed – Design a schedule of events

16. Advertising and Promotion Strategies – Carefully transmit this information to management – Supervise the development and implementation of advertising/promotion programs – Assume responsibility for the outcome Pricing Strategies – Pricing is a function of marketing – Fencing is placing restrictions on customer segments selected due to their perceived level of price elasticity Section VI: Action Plans: Strategies and Tactics

17. Section VII: Resources Needed to Support Strategies & Meet Objectives Personnel Other Monetary Support Research, Consulting, and Training Miscellaneous Costs Budgets

18. Section VIII: Marketing Control Sales Objectives Sales Forecast and Quotas Expenditures against Budget Periodic Evaluation of All Marketing Objectives Marketing Activity Timetable Readjustments to Marketing Plan

19. Section IX: Presenting and Selling the Plan Members of marketing/sales departments Vendor/ad agencies and others Top management Section X: Preparing for the Future Data Collection and Analysis Marketing as a Tool for Growth

20. Key Terms Competitive analysis Environmental factors Executive summary Market potential Market trends Marketing objectives Quotas Segmentation analysis Timetable Best Practices Preferred Hotels and Resorts Worldwide Rittenhouse Hotel, Philadelphia Seabourn/Windstar Cruises