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  • 1. MC .9203 Tourism and Entertainment Marketing Write Marketing Plan

2. Tourism and Entertainment Marketing Marketing Plan for Tourism ( Why is having and using marketing plan important for tourism businesses? ) - . - MARKETING PLAN 3. Tourism and Entertainment Marketing Marketing Plan for Tourism ( How can you create and implement a marketing plan for your organization? ) - ( Concept ofa marketing plan ) - (Benefits of using a plan) MARKETING PLAN 4. Tourism and Entertainment Marketing Marketing Plan for Tourism ( How can you create and implement a marketing plan for your organization? ) - - SWOT Analysis ( Positioning ) ( strategic pricing ) ( price setting ) ( Marketing Communication Strategy ) ( )( Marketing Budget ) ( ) MARKETING PLAN 5. Tourism and Entertainment Marketing Marketing Plan for Tourism ( " Whom do you involve inthe marketing planning processand why do you involve them? " ) ( " What are the benefits of havingand using a marketing plan? " ) MARKETING PLAN 6. Tourism and Entertainment Marketing Marketing Plan for Tourism ( " What components aremost important to includein a marketing plan? " ) MARKETING PLAN 7. Tourism and Entertainment Marketing

    • N ecessaryC omponents
  • .
  • 1. Executive Summary
  • 2. Situation Analysis
  • 3. Market Summary
    • Target Markets Weekend gateway customers, Travelers, University of Travelers
    • Market Demographics (Geographic, Demographics, Behavior Factors)

MARKETING PLAN 8. Tourism and Entertainment Marketing

    • N ecessaryC omponents
  • 4. Market Needs ( Selection, Accessibility, Customer Service,Competitive Pricing )
  • 5. Market Trends ( Market Forecast )
  • 6. Market Growth

MARKETING PLAN 9. Tourism and Entertainment Marketing N ecessaryC omponents 7. SWOT Analysis MARKETING PLAN For the Enchanted Vineyard Bed & Breakfast,Oregon The Enchanted Vineyard is a charming Bed & Breakfast located in the Lorane Valley, outside of Eugene, Oregon. The valley is well known for its beauty and concentration of vineyards and wineries. The B&B will be run by Missy Stewart in the Stewart's newly renovated home. The Inn itself is a work of art. Each of the five guest rooms has walls that are 65% glass providing a breathtaking view of the valley. In addition to the views, the Inn offers a huge patio and vineyard for the guests to explore. MARKETING PLAN 10. Tourism and Entertainment Marketing Strengths: - Great location - Fantastic facilities - Owners who are passionate about their work MARKETING PLAN N ecessaryC omponents 7. SWOT Analysis MARKETING PLAN For the Enchanted Vineyard Bed & Breakfast,Oregon 11. Tourism and Entertainment Marketing Weaknesses: - Brand visibility - Limited number of rooms means limited amount of sales - The struggle with taking care of everything with low labor overhead MARKETING PLAN N ecessaryC omponents 7. SWOT Analysis MARKETING PLAN For the Enchanted Vineyard Bed & Breakfast,Oregon 12. Tourism and Entertainment Marketing Opportunities: - Growing marketwith a significant percentage still not aware of The Enchanted Vineyard - Increase in salesfrom university-related events - The abilityto become more efficient as the learning curve steepness over time MARKETING PLAN N ecessaryC omponents 7. SWOT Analysis MARKETING PLAN For the Enchanted Vineyard Bed & Breakfast,Oregon 13. Tourism and Entertainment Marketing Threats: - Competition from new B&B entrants - The introduction of a B&B-style hotel that understands the basic market need - A slump in the economy, decreasing people's discretionary incomeMARKETING PLAN N ecessaryC omponents 7. SWOT Analysis MARKETING PLAN For the Enchanted Vineyard Bed & Breakfast,Oregon 14. Tourism and Entertainment Marketing 8. Competition Other - Typical Feature -Personal Service - Different Rooms - Special Events - Demand outstrip supply - General Ambiance - Continental Breakfast - Elaborate Food and Drink - Interesting ChatHotels/motels MARKETING PLAN N ecessaryC omponents 15. Tourism and Entertainment Marketing 9. Services - Keys to Success - Critical Issues 10. Marketing Strategy - Association membership and advertising - Website - Strategic relationship11. Mission - Provide Experience - Exist to Attract - Maintain Customers - Exceed Expectation MARKETING PLAN N ecessaryC omponents 16. Tourism and Entertainment Marketing

  • 1 2. Marketing Objectives
  • Financial Objectives
  • 14. Target Marketing
  • - Weekend getaway customers: - Travelers - University of travelers

MARKETING PLAN N ecessaryC omponents 17. Tourism and Entertainment Marketing 15. Positioning - Attention to Personalized Service - Uniqueness and Beauty of the Facility 16. Strategy Pyramids * Network Level *Pyramidal Network Level -Seek to New Customer -Relationships MARKETING PLAN N ecessaryC omponents 18. Tourism and Entertainment Marketing

  • 17. Marketing Mix
  • - Pricing - Distribution (Spread services) - Advertising and Promotion - Customer Service
  • Marketing Research

MARKETING PLAN N ecessaryC omponents 19. Tourism and Entertainment Marketing Foundation of the Marketing Plan The Marketing Plan DefinedBenefits of the Marketing PlanTypes of Marketing PlansTactical vs. Strategic PlanningGetting Started Establishing Effective ObjectivesGuidelines for Ensuring ObjectivesIntroductory Elements of the PlanWriting the Premise MARKETING PLAN N ecessaryC omponents 20. Tourism and Entertainment Marketing Situational AnalysisEvaluating the Overall Market and IndustryCompetitive AnalysisProduct Life Cycle AnalysisThe SWOT FormulaStrengthsWeaknessesOpportunitiesThreatsMARKETING PLAN N ecessaryC omponents 21. Tourism and Entertainment Marketing Market PositioningMarket PositioningUsing Matching to Write a Strategy StatementEmotional-Relationship Strategy StatementsIdentifying Your Positioning OptionsStrategic PathThe Functional PlanStrategic PricingPrice SettingMARKETING PLAN N ecessaryC omponents 22. Tourism and Entertainment Marketing Creative and Financial StrategyObjectives of Marketing Communications StrategiesExecuting a Marketing Communication StrategyBudgeting ApproachesBuilding Your BudgetPresenting Your PlanYour Plan as a Sales DocumentPresentation OutlineUtilizing Visual AidsFine-tuning Your PresentationMARKETING PLAN N ecessaryC omponents 23. Tourism and Entertainment Marketing

  • References
  • 1. Related BeeFreeway On-line Modules:
  • Marketing Management
  • Analyzing the Market
  • Competitive Factors in Strategic Marketing
  • Creating a Marketing Campaign
  • Elements of Marketing Strategy
  • Introduction to Online Branding
  • 2. Web Based Resources:
  • Enchanted Vineyard Bed & Breakfast and Other Sample Marketing and Business Plans
  • Targeting Your Best Customers Improves Your Marketing Plan Success
  • 10 Tips for Marketing Success - First and Foremost, Create a Marketing Plan
  • 3. Book References:
  • Effective Marketingby Peter Hingston (2001)
  • Survival Math for Marketersby Peter C. Weiglin (2002)
  • Cybermarketing : How to Use the Internet to Market Your Goods and Servicesby Pauline Bickerton, Matthew Bickerton and Upkar Pardes (2000)
  • Key Marketing Skills: A Complete Action Kit of Professional Marketing Conceptsby Peter Cheverton (2001)
  • Marketing Strategyby Paul Fifield (1998)
  • Marketing Unwrappedby Ray Perry (2001)
  • Copyright 2003Michigan State UniversityBoard of Trustees. All rights reserved. Published by the Tourism Resource Center and The Department of Park, Recreation, & Tourism Resources. MSU is an affirmative-action, equal-opportunity institution.

MARKETING PLAN 24. Tourism and Entertainment Marketing . MARKETING PLAN Good Get Your Planning