5. lecture

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Strategic Marketing Plan

luonut Mindomo Team

UX Design

luonut Balazs Michnay

Internal Communication

luonut Paddy Murphy

Enterprise Information Systems 2007-08

luonut aurelio ravarini

website lead generation

analytics strategy

blog analytics

reach

competitors

sources

page visits

conversation srtategy

prospects

leads

segment list

nurture lead

promotion strategy

manage email

publish social

social media

SEO strategy

off-page SEO

on-page SEO

keywords

content strategy

call to action

blog posts

web pages

landing pages

positioning - competitor analysis

get competitive information from:

Company annual reports, Press releases, Trade publications, Travel agencies, Tour operators and wholesalers, etc.

listen and speak to competitors employees

employ mystery shoppers

ask your customers which other competitors they utilize

observe their parking lot

Visit competitors’ daily event or reader boards, web site, social media

who could be your competitor?

guest profile

Lucrative market segments that should be targeted for future promotions

sources of reservations

how guests get to the property

Average length of stay and the pattern of occupancy (revealing peak, shoulder, and valley periods)

Point of origin, or the feeder city from which each guest arrives

Demographics of each guest: age, sex, marital status, family size, income, occupation, etc

breakdown of the (present) guest base

marketing management

Evaluation of results

continuous monitoring of implementation

Action plans

Setting Marketing Goals

Competitor analysis, positioning

Segmentation, selection of target markets

Environment and market analysis

horizon

tactics, projects, tasks

monthly

strategies

quarterly

major business objectives

departmental

short term 1 years

goal

long term 3-5 years

vision

picture of a succesful future

5 years+

mission

reason for existence

timeless

plans

rules

proceedings

strategi

aim

fields

cost, result

money

labor

income

marketing

Verification and evaluation

Keep track of each salesperson’s:

repeat business versus new business booked.

business booked by peak, shoulder, and valley periods; and

production of room nights by market segment

Track prospecting result and sales production versus goals by salesperson

Survey zip codes to determine which media are most effective in local advertising.

Chart and compare the number of restaurant covers sold before and after advertising.

Record the number of room nights for each market segment.

aims

Prepare budget Prepare action plan

Forecast occupancy % Establish differentiated prices

Sales&marketing objectives Overall, by segments, by geographical breakdown, by channels Redefine or adjust mission/vision if necessary

segmenting

leissure:

Ad Hoc Leisure Groups Banqueting SMERF (Social, Military, Educational, Religious, Fraternal) Complimentary Internal/ House use

Leisure Rack - BAR Leisure Promotions Leisure Package Local Promotions & Packages FIT Tour Series

Business:

Incentive, Conventions & Exhibitions Ad Hoc Business Groups Airline Crews Complimentary

Comm. Rack & Promotions Corp. Worldwide Agency Worldwide Consortia Local Corporate Conference

enviroment and marketanalysis

microeconomic

understanding, evaluating, concluding

yearly details(seasonality)

the industry (tourism, hotels)

macroeconomic

Understanding, Evaluating, Concluding

comparisation (time, place)

options yearly details

most important numbers

country details

business plan

price

promotion

process

ppl

product

place

budget

: statement of expected results expressed in numerical terms

programme

detailed statements about a project (human & physical resources, budget)

rule

specific statement that tells managers what is to be done

method

formalised and standardised way of accomplishing repetitive and routine jobs

procedure

routine steps on how to carry out activities

policy

general statement that guide thinking in decision making

strategy

a comprehensive plan for accomplishing an organisation’s objectives (actions, resources)

objectives

quantitative, measurable, concrete planned target within a given period of time

goals

desired state of affairs which an organisation want to realise

main topic

human resources

headcount Job wage cost contributions Organization logistic HRM Motivation

profit loss

MarketActivity cost Indirect cost Fixed cost P & L Result statement Profitability

revenue manager

MarketPrivacy Resources P × Q Dynamic pricing Forecast statistics index number Analysis

manager

Market Goals Concept Segmentation Competitors distribution Sales Brand management