Customer relation

Chapter 19
Next Year’s
Marketing
Plan

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

“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


Chapter Objectives
• Know why it is important to have a
marketing plan and be able to
explain the purpose of a marketing
plan
• Prepare a marketing plan following
the process described in this
chapter


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


Purpose of a Marketing Plan
• Assist in the budgeting process to match
resources with marketing objectives
• Creates a process to monitor actual against
expected results
☞ It is also an excellent training device for
younger staff members who wish to be
manager


Marketing Plan Sections
I. Executive Summary
II. Corporate Connection
III. Environmental Analysis and
Forecasting (Positioning Statement)
IV. Segmentation and Targeting
V. Next Year’s Objectives and Quotas

©2006 Pearson Education, Inc.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition edition
Marketing for Hospitality and Tourism, 4th
Upper Saddle River, NJ 07458
Kotler, Bowen, and Makens

Marketing Plan Sections

VI. Action Plans: Strategies and Tactics
VII. Resources Needed to Support
Strategies and Meet Objectives
VIII. Marketing Control
IX. Presenting and Selling the Plan
X. Preparing for the Future


Section I:
Executive Summary
☞ A few tips in writing the
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.

Section I:
Executive Summary
• 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


Section I:
Executive Summary
• 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.


Section II:
Corporate Connection
• Relationship to Other Plans
• Corporate goals with respect to profit,
growth, and so on.
• Desired market share
• Positioning of the company or of its
product lines


Section II:

• Relationship to Other Plans
• Vertical or horizontal integration
• Strategic alliances
• Product line breadth and depth
• Customer relationship management
(CRM)


Section II:
• Marketing Related Plans
• Sales
• Advertising and promotion
• Public relations and publicity
• Marketing research
• Pricing
• Customer service
☞ Cooperate each dep’t being developed plan

Section II:
• Corporate Direction: to guide the development
of next year’s plan.
• Mission Statement: purpose and definition
of business
• Corporate Philosophy: Customer value, high
quality and
satisfaction
• Corporate Goals: quantitatively

Section III: Environmental
Analysis and Forecasting
• Positioning Statement:
- A marketing plan should provide a
positioning statement of how the enterprise
intends to differentiate – position itself in the
marketplace ☜ Advertising Sources
☞ Due to confused array of strategy and
tactics, the desired position let’s them know
stakeholders and publics.
☞ American Air vs Southwest Air
Marketing for Hospitality and Tourism, 4th edition

• Major Environmental Factors
– Social: crime, demographics, geographic
☞ Hotel market in India vs America
– Political: legislation, taxes
☞ local policies and international policies.
☞ No tax, Exchange Policy
– Economic: lodging and cruising sectors are
highly sensitive to business-cycle
movement

• Competitive Analysis: Scales and contents,
guests, sales force and their abilities.
• Market Trends
– Visitor Trends: Business sources
– Competitive Trends: all concerned
– Related Industry Trends: Opportunities
☞ Select only those trends that are
useful in developing the plan.

• Market Potential: should be viewed as the
total available demand for a hospitality product
within a particular geographic market at a given
price.
☞ Search from All suite hotel to budget motel
- Never assume that market potential is static or
that it is unimportant to marketing success.
- “Guesstimates” ← meet competitors

• Market Research
– Macromarket information
• Industry trends, social-economic
political trends, competitive
information, industry wide customer
data, etc,.


• 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
• Marketing/Advertising/Sales managers
need a continuous flow of reliable
informations(through PMS) → essential
for the coming year.

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
☞ Refer to Embassy Suite in Dallas

Section IV:
• Segmentation Analysis
- A marketing plan tells you;
☞ Who is using your hotel?
☞ Who might be using your hotel?
☞ Where you can look to expand your
business?
- Marketers must look to both internal and
external data sources for information
concerning market segments–refer to 776

Section IV:
• 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
☞ Majority of target market will remain
the same and new one appear

Section V:
Next Year’s Objectives and Quotas
• Objectives: The purpose of marketing
strategies and tactics is to
support objectives
– Must be quantitative, time and profit/margin
specific ← support it by the Stakeholders
– Established after considering corporate
goals, corporate resources, environmental
factors, competition, market trends, market
potential, available market segments and
possible target markets

Section V:
Next Year’s Objectives and Quotas
• Quotas must be:
– Based on next year’s objectives
– Individualized – subobjectives may be
established(by departments or sections)
– Realistic and obtainable
– Broken down to small units – Sales
person’s quota per week
☞ Refer to Table 19-1, P780
– Understandable and measurable

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
☞ Myopic thinking that things are going
well
Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4th edition Makens
Kotler, Bowen, and

Section VI:
• Sales Strategies
- Prevent erosion of key accounts
- Grow key accounts
- Grow selected marginal accounts
- Eliminate selected marginal accounts
- Retain selected marginal accounts but
provide lower-cost sales support
- Obtain new business from selected prospects

Section VI:
• Sales Tactics – P784
- Refer to Outside the Company(Examples)
- Refer to Inside the Company(Examples)
• Distribution Strategies
- Internet reservation ↑, Travel Agent ↓
- Direct or Indirect distribution used by hotels
☞ Refer to Table 19-2, P785

Section VI:
• Advertising and Promotion Strategies
– Select a blend or mix of media
☞ Mass media, DM, Trade show, billboards,
special ads and much more.
– Select or approve the message
– Design a media schedule showing when
each medium will be employed
– Design a schedule of events

Section VI:
• Advertising and Promotion Strategies
- Carefully transmit this information to
management
- Supervise the development and
implementation of advertising/promotion
programs
- Assume responsibility for the outcome

Section VI:
• Pricing Strategies
– Pricing is a function of marketing
☞ revenue Management Department
– Fencing is placing restrictions on
customer segments selected due to their
perceived level of price elasticity - Marriott
– Sales promotions and advertising must
support pricing decisions
→ Cross-selling and up-selling

Section VII:
Resources Needed to Support
Strategies & Meet Objectives
☞ Marketing Plan can and must be sold
to top management
• Personnel – most costly and difficult resources
• Other Monetary Support
• Research, Consulting, and Training
• Miscellaneous Costs
• Budgets – established to reflect projected cost.

Section VIII:
Marketing Control
• Sales Objectives – must be established for
each sales area, division, region, salesperson,
and time period.
• Sales Forecast and Quotas–refer to table19-3
• Expenditures against Budget
• Periodic Evaluation of All Marketing Objectives
• Marketing Activity Timetable
• Readjustments to Marketing Plan

Section IX:
Presenting and Selling the Plan
☞ Never assume that a marketing plan
is so logical that it will sell itself. A
marketing plan must be sold to many
people.

• Members of marketing/sales departments
• Vendor/ad agencies and others
• Top management

Section X:
Preparing for the Future
• Data Collection and Analysis
- Marketing plan development depends on the
availability of reliable information
• Marketing as a Tool for Growth
- Marketing plan is a reflection of a corporate
culture and top management support
☞ “Just say YES, just do something”

Key Terms
• Competitive analysis

• Environmental factors

• Executive summary

• Market potential

Best Practices
• Preferred Hotels and Resorts
Worldwide

• Rittenhouse Hotel, Philadelphia

• Seabourn/Windstar Cruises


Key Terms
• Market trends

• Marketing objectives

• Quotas

• Segmentation analysis

• Timetable

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