Chapter 19

Next Years Marketing Plan

The marketing department should operate

with direction and be proactive. A new
marketing plan must be written each year.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 1

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 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.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 2

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 A Marketing Plan
I. Executive summary
II. Corporate connection
III. Environmental analysis and forecasting
IV. Segmentation and targeting
V. Next years objectives and quotas,
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

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 3

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Executive Summary

Overview of the entire plan, including a

description of the product or service, the
differential advantage, the required
investment, and anticipated sales and
profits.
Table of Contents

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 4

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Corporate Connection
A marketing plan is
not a stand-alone tool.
It must be linked to
the firms strategic
plan and supported by
the other functional
areas.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 5

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Environmental Analysis and Forecasting

Major environmental
factors:
Social
Political
Economic trends
Competitive Analysis
Market Trends
Market Potential
Market Research

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 6

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Segmenting and Targeting
Describe your target market segment in
detail by using demographics,
psychographic, geographic, life-style, or
whatever segmentation is appropriate. Why
is this your target market. How large is it?
(Size may be described by both geographic
dimensions and actual numbers).

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 7

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Next Years Objectives and Quotas

Give the overall marketing goals of the

firm. State precisely the marketing
objectives in terms of sales volume, market
share, return on investment, awareness, or
other measurement and indicate the time
needed to achieve each one.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 8

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Action Plans: Strategies & Tactics

Consider the alternatives for overall strategy, chose

those alternatives which you think are most
appropriate.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 9

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Action Plans: Strategies & Tactics

State how you will implement the marketing strategy (s) chosen
in terms of product, price, promotion, distribution, and other
tactical variables. The tactical section will become your action
plan. It should be specific, include times, persons responsible,
and other details. Someone new to the business should be able to
pick up the action plan and implement it, because it states clearly
and precisely what is to be done. Any potential problem areas
with the implementation of the plan should be mentioned, along
with suggestions on to avoid them.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 10

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Resources needed to support strategies
and meet objectives

Compute sales increases and contribution

margins to justify your marketing plan. These will
be compared with a detailed budget for the
marketing plan.

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 11

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Marketing Control
Sales objectives
Sales forecast and quotas
Expenditures against budget
Periodic evaluation of all marketing
objectives
Marketing activity timetable
Readjustments to the marketing plan
Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 12
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
Presenting and Selling the Plan
Members of
marketing/sales
department

Vendors/ad agencies
and others

Top management

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 13

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
 Preparing for the Future

Market planning as a growth tool

Managers learn to set objectives and timetables
Managers learn to establish strategies and
develop tactics to achieve them

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc. 14

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458