Module 4

The Marketing Plan

Learning Objectives

At the end of the discussion, the student should…

• Outline the parts of a marketing plan;
• Visualize how a marketing plan can be applied to tourism
establishments; and
• Create a simple marketing plan for a tourism establishment

The Marketing Plan

The Marketing Plan
• This serves as a practical, concise, and strategic tool for
tourism practitioners on future action plans that are
carefully studied, taking into consideration the current
status of the company and external forces that may propel
or hinder the growth of the business.

• Having a marketing plan though does not guarantee sales,

but employing a well-through-out and well-researched plan
gives you a much better chance to capture a new market
and build long-term relationships.

The Marketing Plan

“THE MARKETING PLAN”
The Right Marketing Plan
• According to Lavinsky, 2013, the right marketing plan
identifies everything from:
- who your target customers are; to
- how you will reach them; to
- how you will retain your customers so that they
repeatedly but from you.
•

The Marketing Plan

“THE MARKETING PLAN”
Importance of Marketing Plan
• It serves as a road map for all marketing activities of the
firm;
• It aligns the marketing activities with the corporate
strategic plan;
• Encourages marketing managers to review and objectively
think through all steps in the marketing process; and
• It assist the budgeting process to match resources with
marketing objectives.

The Marketing Plan

“THE MARKETING PLAN”
The Executive Summary
• Where the marketing plan starts.
• Its purpose is to give a brief and logical presentation of the
contents of the marketing plan.

The Marketing Plan

“THE MARKETING PLAN – THE EXECUTIVE SUMMARY”
 The Marketing Plan
“THE MARKETING PLAN – THE EXECUTIVE SUMMARY”
Background of the Plan
• This section reveals the background why the marketing
plan should be created.
- Property Needs Analysis
- Strengths, Weaknesses, Opportunities, Threats
(SWOT) Analysis

The Marketing Plan

“THE MARKETING PLAN – BACKGROUND OF THE PLAN”
 The Marketing Plan
“THE MARKETING PLAN – BACKGROUND OF THE PLAN”
Objectives
• Are goals that companies want to achieve within a certain
period of time.
• Provides a clear direction for the strategies, tactics, and
activities that will be done.
• Be careful, however, in coming up with objectives that are
vague and immeasurable such as “to be the best coffee
shop in Asia” or “to provide a world-class quality service
to all our guests”.

The Marketing Plan

“THE MARKETING PLAN – OBJECTIVES”
Sample Objectives:
➔ By year 2, have developed enough brand awareness that 20
percent of Imus, Cavite residents knows about the business.
➔ By year 2, Expand menu options.
➔ By year 3, Breakeven.
➔ By year 3, Become licensed to serve liquors.
➔ By year 3, begin to target more niche markets, such as young
professionals.
➔ By year 5, Acquire new branches in Bacoor and Dasmarinas.
➔ By year 5, have yearly sales of approximately P3,500,000.00.

The Marketing Plan

“THE MARKETING PLAN – OBJECTIVES”
 The Marketing Plan
“THE MARKETING PLAN - OBJECTIVES”
Develop brand awareness through social media.

At least 20% of Imus, Cavite knows about the business.

Maximize possible marketing strategy such as social

media posting and promotions, etc.

By increasing the brand awareness, it can have an

opportunity to generate more market.

2 years starting this month.

The Marketing Plan

“THE MARKETING PLAN – OBJECTIVES”
Marketing Strategies
• Product Strategy – A discussion of new products to be
launched, innovations, or upgrading of products and
services is included in this section.
• Pricing Strategy – A review of pricing objectives, pricing
strategies, and possible discounting schemes is covered in
this section.
• Promotional Mix – A presentation of promotional tools to
be used to achieve the strategies is the main content of this
section.
• Distribution Strategy – This section should include the key
intermediaries that will be helpful in achieving the
marketing objectives.
The Marketing Plan
“THE MARKETING PLAN – MARKETING STRATEGIES”
 The Marketing Plan
“THE MARKETING PLAN – MARKETING STRATEGIES”
Timetable
• This section includes specific activities based on the
identified marketing strategies, their expected time of roll-
out, duration, and person-in-charge

The Marketing Plan

“THE MARKETING PLAN – TIMETABLE”
 The Marketing Plan
“THE MARKETING PLAN – TIMETABLE”
Budget
• Numerical representation of the marketing commitment.
Some companies do not think of marketing as an
investment, but rather, as an expense.
• Companies with this mindset normally allocate very
minimal resources to marketing.
• The budget is a control mechanism that ensures that the
marketing efforts yields the target revenue within a specific
period of time.

The Marketing Plan

“THE MARKETING PLAN – BUDGET”
 The Marketing Plan
“THE MARKETING PLAN – BUDGET”
OUTLINE OF THE MARKETING PLAN
Executive Summary
I. Background of the Plan
II. Objectives
III. Marketing Strategies
1. Product
2. Price
3. Promotion
4. Place
IV. Timetable
V. Budget
VI. Conclusion
The Marketing Plan
“THE MARKETING PLAN – OUTLINE”
ASSIGNMENT
• Make a SWOT analysis about yourself.
• Create a SMART goals for the following personal plans
listed below:
- Lose a weight, at least 5 kilos in 1 month.
- Lessen my time for online games by 1-2 hours.
- I want to tell a family member that I
appreciate them once a week.

DEADLINE: October 30, 2022, 6:00 PM

WHERE TO SUBMIT: TBA

The Marketing Plan

“THE MARKETING PLAN – BUDGET”