UNIVERSITY OF MAKATI

J. P. Rizal Ext., West Rembo, Makati City

COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

Course Title Module Title

12
No. COMPETITIVE ANALYSIS AND MARKETING PLAN
Subject
ENTREPRENEURSHIP IN TOURISM AND HOSPITALITY
Timeframe: Week 1-2
INTRODUCTION

Introduction/Overview.
This module will provide Comprehensive knowledge with Competitive Analysis and Marketing Plan
(Hospitality Marketing, Marketing Mix , Promotional Strategies)

Module Learning Outcomes

LEARNING OUTCOMES

At the end of the topic Module the students will be able to:
1. Understand the Competitive Analysis
2. Identify and Articulate a Marketing plan
3. Appreciate Hospitality Marketing
4. Enumerate Marketing Mix
5. Identify and Appreciate Promotional Strategies
  Competitive Analysis
 A competitive analysis identifies your competitors and evaluates their strategies to
determine strengths and weaknesses relative to your brand. A competitive
analysis often includes a SWOT analysis that helps the marketer define
a competitive marketing plan.

 Marketing Plan
 The marketing plan details the strategy that a company will use to market its
products to customers. The plan identifies the target market, the value proposition
of the brand or the product, the campaigns to be initiated, and the metrics to be
used to assess the effectiveness of marketing initiatives.

 Hospitality Marketing
 Hospitality marketing is about applying marketing strategies and techniques
in hospitality industry. It takes a look at how organisations in the hospitality industry
e.g. restaurants, hotels, and food service providers make use of marketing strategies
and techniques to promote their products and services to customers.

 There are four segments of the hospitality industry:

 Food and beverages
CONTENT

 Travel and Tourism

 Lodging
 Recreation and Entertainment

 Marketing Mix
 The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. 
 The marketing mix is a tool for considering the different elements that go into
promoting a brand and its products. It offers broad guidelines for putting the right
products in the right place, at the right time and price.

 Promotional Strategies
 Promotional Strategies refers to the methods/strategies you will use to advertise
and sell your products and services.
 Promotional strategy is designed to inform, persuade, or remind target audiences
about those products.
 The unique combination of advertising, personal selling, sales promotion, public
relations, social media, and e-commerce used to promote a product is called
the promotional mix.
 There are five components to a promotional or marketing mix (sometimes known as
the Five P's). These elements are personal selling, advertising, sales promotion,
direct marketing, and publicity.
ACTIVITIESLEARNING

1. Make 30 seconds to 1 minute of an Advertisement Video of a Food product of your choice.

You will be the product endorser. The goal is to encourage the viewer to patronize your
product. The video advertisement will be sent on our massager group. The advertisement
video will get most like will get the highest grade. Voters will be the whole class
1like=1point per classmates of yours. Your professor will choose his top 3 and will give the
following points: Top 3 = 5 points, Top 2=10 points, Top 1 = 20 points.
ASSESSMENT

Remote Learning Activities

Recitation
Quiz
CONTENT SUMMARY

The module contains executive summary in the following topics in the business entrepreneurship;
Competitive Analysis and Marketing Plan (Hospitality Marketing, Marketing Mix , Promotional
Strategies)

REFERENCES
1. Entrepreneurship for Modern Business by Jorge A. Camposano, CPA, MBA, Ph.D.
Copyright 2008
2. Marketing for Hospitality and Tourism;5th Edition by Philip Kotler, John T. Bowen,&
James C. Makens Copyright 2010
3. Entrepreneur Journal Latest Edition 2011
REFERENCES

4. Cases on Marketing and Management ; 7th Edition by Ben Paul Gutierrez, 2007

WEBSITES / INTERNET REFERENCES

1. https://www.culturepartnership.eu/en/publishing/crossovers-and-fundraising/part-1
2. https://freebookcentre.net/Business/Entrepreneurship-Books.html
3. https://www.slideshare.net/bradhapa/week-2-lecture-2-the-business-plan-15742091
4. https://www.entrepreneur.com/article/38290
5. https://www.enotes.com/
6. https://www.google.com/
PREPARED BY:

PROF: MARKDOLF C. MALIWAT

FACULTY, CTHM