Marketing Plan

4967 Words20 Pages
BUSINESS PLAN Sales & Marketing (2011) [pic] [pic] Table of Contents 1. INtroduction 2. Executive summary 2.1. Description of destination 2.2. Mission statement 2.3. hotel slogan 2.4. unique selling propositions 2.5. objectives 2.6. Major assumptions 3. Strategic statement 3.1. Strategic direction 4. proDuct analysis 4.1. HISTORIC PROPERTY STATISTICS 4.2. STRATEGIC PRODUCT ISSUE 4.3. eXISITING MARKET POSITION 4.4. POSITIONING STATEMENT 4.5. OVERVIEW OF HOTEL'S ROOM INVENTORY 5. MARKET CONDITIONS 5.1. OVERVIEW OF THE MARKET CONDITIONS 5.2. VISITORS TO destination for the country 5.3. access to destination 5.4. competitive set Supply Situation 5.4.1. market share analysis 5.4.2. competitor analysis - by market segment 5.4.3. competitor feature analysis 5.4.4. competitor rates analysis 5.4.5. competitor Quality Analysis 5.4.6. competitors' swot analysis 5.4.7.. "Own hotel's swot analysis 5.4.8. new and potential competitors entering the market 5.4.9. Destination SWOT ANALYSIS 5.4.10 Destinations we compete with 6. sALES AND mARKETING strategy 6.1. sALES 6.1.1. Geographic source of business for key market segments 6.1.2. rOOMS DEPARTMENT STRATEGY 6.1.3. rOOMS DEPaRTMENT STRATEGY OVERVIEW 6.1.4. Seasons and demands - Demand planning calendar 6.1.5. market mix objectives 6.1.6. strategies and tactics by market segment in brief 6.1.7 Trade exhibtions, road shows & sales trips 6.1.8. Market Segment action plan 6.1.9. Rate comparison - our hotel vs. competitive set 6.1.10. Rate structure 6.1.11. rate strategy overall and by segment 6.1.12. ctical success factors per segment 6.1.13. sales organisation structure 6.1.14. who

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