VI Project Marketing Plan ,you will be writing a marketing plan in stages for an organization of your choice. It addresses public relations (PR) and advertising.
1. Choose one of the following organizations:
1.1 a bed and breakfast located in a quaint historical community with events,
1.2 a tour operator that offers day trips from a community. Identify your own focus (e.g. fly-fishing, wine tasting, rafting),
1.3 an ethnic restaurant located in a suburban area, or
1.4 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.
2.1 Describe the operation and destination.
2.2 Provide environmental analysis and forecasting.
2.3 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.inc.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.ebrary.com/lib/columbiasu/detail.action?docID=10660015 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.
Study of marketing as one of the most exciting and complex functions of a hospitality and tourism manager. Combines
knowledge of the market's behavior, a tailored product-service mix, and appropriate sales techniques to demonstrate that
the marketing function represents one of the operation's best chances for success.
Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ:
Upon completion of this course, students should be able to:
5.1. Explain the functions of hospitality marketing.
5.2. Distinguish between the concepts of marketing and selling.
5.3. Outline how marketing plans are developed.
5.4. Explain marketing segmentation and positioning in hospitality management.
5.5. Demonstrate the use of the four Ps of marketing in hospitality.
5.6. Analyze product-service mix and distribution strategies.
5.7. Explain the relationship between market segmentation and the development of marketing strategies.