Marketing for Hospitality and Tourism
Marketing Plan Part I
Part I addresses public relations (PR) and advertising.
1. Choose one of the following organizations:
- a bed and breakfast located in a quaint historical community with events,
- a tour operator that offers day trips from a community. Identify your own focus (e.g. fly-fishing, wine tasting,
rafting),
- an ethnic restaurant located in a suburban area, or
- a city tour company located in a large urban area.
2. Embellish on the operations of your chosen organization, but be logical. For example, provide a community name
or at least a state name. Does the destination have other attractions? You are encouraged to investigate similar
operations in various locations for ideas. Your response must be at least two pages in length. Be sure to complete
the following:
- Describe the operation and destination.
- Provide environmental analysis and forecasting.
- Provide a technical report of findings.
Note: You may use the internet for sources related to completing an environmental analysis. Examples of a marketing
plan in tourism can be viewed via destination marketing organization (DMO) websites or on websites of some non-profit
organizations. Additionally, the following online resource and eBook (found in the CSU Online Library) may be useful
sources.
Dahl, D. (2010) How to write a marketing plan. Retrieved from http://www(dot)inc(dot)com/guides/writing-marketing-plan.html
Westwood, J. (2013). Creating success: How to write a marketing plan. (4th ed.). London, Great Brittan: Kogan
Page. Retrieved from http://site(dot)ebrary(dot)com/lib/columbiasu/detail.action?docID=10660015
Marketing Plan Part II
Part II of the marketing plan addresses segmentation and targeting.
For Part II of the Marketing Plan:
1. Review and edit Part I of your marketing plan. You will include and build upon Part I as part of your Part II
submission. One key thing to think about when writing Part II is the logic and continuity that should be present.
You may have to modify certain parts of Part I in order for the content to Part II to be coherent.
2. Review pages 553-554 of your course textbook, and complete the segmentation and targeting portion of your
marketing plan. This step is not only addressing the four variables used in market segmentation (see page 209)
but is also relating aspects of consumer behavior in order to corroborate your description of your target market. In
addition, a part of this step is positioning! A good resource is on page 224 in your textbook, “Choosing and
Implementing a Positioning Strategy.”
3. Formulate six marketing objectives for your operation. Objectives have been discussed for various parts of the
marketing strategies. For example, marketing objectives addressing public relations (PR) are discussed on page
408. Another discussion is located in Chapter 18 starting on page 554. Objectives are created based upon the
“current situation.” You will want to set objectives that will provide increases in occupancy, visits, and revenue for
example.
Note: Your textbook does not completely cover writing objectives. Use the CSU Online Library and the internet to locate
two sources that address how to write marketing objectives. Note: You are required to include these two sources on your
BHM 4680, Marketing for Hospitality and Tourism 5
References page. Do not copy and paste your objectives. Use your sources as examples to gather ideas on what type of
things you could include as part of your financial and marketing objectives and the format used. This section of your
marketing plan should be at least two and a half pages in length.
Part II of your marketing plan should contain the following:
- an edited version of Part I,
- a complete analysis with discussion of your marketing segmentation and target market,
- six marketing objectives, and
- your positioning based upon your target market and environmental analysis.
All sources used, including the textbook, must be cited and referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Marketing Plan Part III
Part III of the marketing plan addresses the action plan, including strategies, tactic, and resources.
1. Review and edit Parts I and II of your marketing plan. You will include and build upon Part I and Part II as part of
your Part III submission.
2. For Part III of your Marketing Plan you will need to do the following:
- Provide the final marketing plan in the order completed (Part I, II, and III) in APA format, including in-text
citations and a reference list.
- Complete the action plans portion that includes strategies and tactics (see p. 559) and resources (other than
monetary) needed to support your plan (see p. 563).
- Provide an executive summary and self-evaluation of your plan.
Your final marketing plan should be a minimum of six pages (not including the title and references pages). There should
be at least two pages of content for each part of your plan. All sources used, including the textbook, must be cited and
referenced according to APA style.
Marketing Plan
Name
Course: BHM 4680, Marketing for Hospitality and Tourism
Instructor
Date
Marketing Plan
Executive Summary
The marketing plan is based on a city tour company based in the Los Angeles area. The operations focus on charter services but most importantly sightseeing. The environmental analysis further highlights the strengths weaknesses, opportunities and threats affecting the business operations. Additionally, the forecasting is based on the internal, external analysis and industry trend. The identification of the market segmentation and target portion was also necessary to align the marketing strategies with the marketing objectives. The marketing objectives are based on the business situation. The resources set aside to meet the objectives of the target groups support the actions to be undertaken, and this extends to the personnel working for the company who seek to meet the marketing objectives. The action plan is reviewed since there is a need to assess its success, based on the specific measures for the different activities.
PART 1
The Los Angeles Tours Organization is a company with headquarters in Los Angeles, California focusing on proving city tours in the major cities in the state of California. Even though, Los Angeles is the primary location, tours are organized within California. However unlike the other tour companies in LA, the tours extend to other areas and not necessarily the city center. It is expected that offering a different experience will result in a higher market share in the city tours. The company’s mission is to provide reliable tours to visitors of L.A and California in general, with the tour buses and vehicles most active during the summer when there are warm sunny days.
The company will offer high-quality services by leveraging on gaps in the sightseeing tours that have been focused on single cities. The entreaty of this company will gain attention by differentiating its services with both the smaller vehicles and buses. Hence, information will be collected from various sites in the city of L.A with the aim of understanding gaps in the local tour industry .the services will be market as being fun in both print and electronic media, with periodic surveys to be undertaken to understand the visitors’ expectations and determine whether the company can achieve better results.
Environmental analysis and forecasting
Environmental analysis refers to scrutinizing the external forces in order to understand how different factors affect the business operations including the threats and opportunities that affect the business environment (Wilson, & Gilligan, 2012). The strength and weakness is a part of the internal function, with the marketing function one of the strengths because of the company’s ability to reach out to the customers through traditional media and electronic media. The company will rely on the strength of the tourism sector in Los Angeles to expand operations. Nonetheless, the company has weaknesses that may derail its efforts, with the challenge of recruiting individuals with experience. The human resource function is critical to the success of the company, but some of the staff is recruited on a seasonal basis with no via...
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