Relationship to other plans:
Corporate goals with respect to profit, growth and so on. –
Desired market share
Positioning of the company or its product lines
Vertical or horizontal integration
Strategic alliances
Product-line breadth and depth
Customer-relationship management
Marketing-related plans: (developed by people who do not report to marketing)
Sales
Advertising and promotion
Public relations and publicity
Marketing research
Pricing
Customer service
All the independent plans must be considering the marketing plan and how all those tie together.
Corporate direction:
Mission statement
Corporate philosophy
Corporate goals
Positioning:
How the enterprise intends to differentiate in the market.
All the members of the marketing and sales departments and their service suppliers must know the desired positioning of the enterprise.
Competitive Analysis
True competitive advantages are factors recognized by the guests and influence their purchase decisions.
MARKET o Market trends (UNWTO)
Visitor trends:
Origination areas
Stopover sites
Visitor demographic
Spending habits
The Essay on An analyses on Mount Franklin Market Positioning Strategy
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Length of stay
Competitive trends
Location, type of product, occupancy level, average rates…
Related industry trends
Interdependence of the members of the
hospitality.
o Market potential
Total available demand for a hospitality product within a particular geographic market at a given price.
o Market research
Macromarket:
Industry trends
Socioeconomic and political trends
Competitive information
Industry-wide customer data
Micromarket
Guest information
Product/service information
New-product analysis
Intermediary buyer data
Pricing studies
Key account information
Advertising/promotion effectiveness
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
II. STRATEGY
SETTING MARKETING OBJECTIVES
SEGMENTATION, TARGETING AND POSITIONING Segmentation analysis
Selection of the segment: Understanding what the company is and what it wishes to be and studying the available segments and determining if they fit the capabilities and desires of the company to obtain and secure them
Analysis of internal data:
Guest registrations
Credit card receipts
Customer surveys
Customer database
Analysis of external data
Published industry information
Marketing research
Guesstimates after talking with competitors, vendors, and others in the industry.
MSPA (Market Segment-Profitability Analysis):
Identify each of a company’s existing customer
segments by revenue, cost, and profitability.
o Targeting:
The selection of a customer mix must support the positioning strategy of the company and the revenue management.
Target markets are selected from the list of available segments.
o Positioning:
How the enterprise intends to differentiate in the market. All the members of the marketing and sales departments and their service suppliers must know the desiredpositioning of the enterprise.