Section 1: Introduction - Tourism Queensland

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INTRODUCTION | Writing your marketing plan The marketing plan at a glance Stage Business Profile Description Describe the business What product/services it delivers Business Vision or Mission Statement Business Goals Competitive Advantages – what sets you apart from others Situation Analyses Describe key external environmental factors Describe key internal environmental conditions Develop a SWOT (Strengths, Weaknesses, Opportunities and Threats) matrix Research Identify your competitors and how they market their products Research the marketplace and identify consumer and travel trends Review your business and identify how your business meets consumers’ expectations through customer feedback Identify who your customers are and their preferences, motivations and media habits Market Identification Select your target market/s How your target markets behave and how to identify their needs Marketing Mix Product and Services How your product/services meet the needs and expectations of your target markets Packaging How you package your product to meet the expectations of your consumers Price How you price your product to be both competitive and profitable Place How you distribute your product and services Promotion How you convey your messages to your consumers Action Plan Describe your key strategies List the actions you need to undertake to fulfil the strategies Decide how and by how much you will measure your results and level of success Set realistic timeframes for achieving your actions Set a budget for each action so you can keep control of your expenditure Monitoring and Review Evaluate activities and measures Review and revise plan THE BIG MARKETING GUIDE 6
INTRODUCTION | Writing your marketing plan Once you start writing the plan, it’s a good idea to avoid making it into some dreary document that sits on a shelf gathering dust. Below are some simple tips that will help you keep your plan real and relevant. Planning tips 1. Be realistic Consider what you can achieve in a 12-month period and what resources you need and can commit to bring your plans to life. Resources include financial capacity, time and energy, and staff capability 2. Keep it simple Be concise. Your plan should be short, easy to follow and to the point 3. Prioritise Decide what you must do first and let the rest follow 4. Cover your bases Set goals so you cover improvements to all key areas of the business. One goal for each part of the marketing mix might be a good way to start 5. Include quick wins Set your goals so you achieve some quick wins as well as mid and longer term results The plan in detail So far, we’ve covered the concepts of a marketing plan from a high-level perspective. Now we’ll go through each stage and more fully explain the terms and their meanings, and how to apply your knowledge to create a plan that’s meaningful to your everyday operations. Business Profile This section is the preamble to your planning. It sets the parameters for your Action Plan. Describe your business and what services you deliver. Keep it brief and to the point – a few sentences should do it. This will be followed by your Mission or Vision Statement, Goals and Competitive Advantages. The Vision or Mission is a very short affirmation statement, not usually more than 10 words. An example might be: ‘SceneXtreme is the Number One tour experience in <strong>Queensland</strong>’ You can use the statement to guide what activities you take on by asking, ‘Will this activity help SceneXtreme Tours to become the number one tour experience in <strong>Queensland</strong>?’ If the answer is no, you know not to do it and to spend your resources on other activities that will help you to achieve your Mission or Vision. Once you have a clear Vision of where you’re taking the business, you can develop some goals to help you get there. Your Goals should focus on improving your marketing advantage across all key aspects of the business. A helpful way to start might be to look at the five Ps and develop one goal for each P. The Goals underpin the Action Plan. Later in the plan you will develop strategies, activities, measures and allocate a budget to achieve each goal. THE BIG MARKETING GUIDE 7
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Section 1: Introduction - Tourism Queensland

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