EFFECTIVE TRAVEL MARKETING PLAN
Here are the major elements of a marketing plan:
- The situation analysis describes the total marketing environment in which the company competes and the status of company products and distribution channels.
- The opportunity and issue analysis details the major external opportunities and threats to the company and the internal strengths and weaknesses of the company, along with a discussion of key issues facing the company.
- The goals and objectives section outlines major company goals and the marketing and financial objectives.
- The travel marketing strategy section provides the company’s marketing strategy statement, summarizing the key target buyer description, competitive market segments the company will compete in, the unique positioning of the company and its products compared to the competition, the reasons why it is unique or compelling to buyers, price strategy versus the competition, marketing spending strategy with advertising and promotion, and possible R&D and market research expenditure strategies.
- The sales and marketing plan outlines each specific marketing event or action plan to increase sales. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share or shipment goals for each program.
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Marketing Goals and Objectives Are The Heart of Your Plan
The “Marketing Goals and Objectives” section of your marketing plan outlines major company goals, marketing, and financial objectives. All objectives should be carefully quantified, where possible, especially in terms of an achievable time or date. Objectives should be reasonable and attainable.
Major company goals could include both short- and long-term goals. For example:
- company definition (e.g., “to be a manufacturer of 100 percent all-natural snack food products”)
- market definition (e.g., “to attain leadership in dollar market share and volume for the healthy, all-natural snacks segment of the salty snacks category”)
- technology (e.g., “to become known in the industry as the leading developer of new vegetable protein products”)
Financial objectives are generally described in quantitative terms for at least three years in the future:
- gross sales (increase)
- cost-of-goods (decrease)
- gross margin (increase)
- net income (increase)
- return on investment
- return on income
Businesses seeking outside funding and capital should provide a minimum of five years of projected income statements, although these are usually located in the financial section of the business plan rather than the marketing section.
Marketing objectives are quantitative translations of the company’s financial objectives, in marketing terms. For example:
- sales dollars
- sales units
- market share
- distribution levels/channel
- advertising awareness
- key account distribution
For more detailed clarification, please click Building a Successful Marketing Plan. Thence proceed to this site map