1. Copyright 2004 Bowie & Buttle All rights reserved Use of the Figures to Facilitate Tutorials/Discussion To assist you with the preparation of lectures, tutorials and student discussion, the figures from the book are available here as part of a PowerPoint presentation. Each slide is annotated with some ideas and guidance on the use of the material in lectures and as aid to structure tutorials as a follow up exercise are provided. Chapter: 15 Marketing Planning

2. Copyright 2004 Bowie & Buttle All rights reserved Learning Outcomes You should be able to:  Understand the contexts for, and types of, marketing plans in hospitality organizations  Describe a generic process for marketing planning  Carry out the research needed to develop a strategic marketing plan  Explain how analytical tools are used to evaluate a hospitality business’s current and potential situation  Recognise the limitations of marketing planning, and the importance of contingency planning.

3. Copyright 2004 Bowie & Buttle All rights reserved Prêt à Manger’s mission statement

4. Copyright 2004 Bowie & Buttle All rights reserved Boston Consulting Group matrix

5. Copyright 2004 Bowie & Buttle All rights reserved Gap analysis

6. Copyright 2004 Bowie & Buttle All rights reserved Ansoff matrix (market/product mix

7. Copyright 2004 Bowie & Buttle All rights reserved The marketing plan