2SOSTAC INTRODUCTIONSOSTAC is an Acronym for the 6 basic elements of the Marketing Plan:Situation Where are we now?Objectives Where do we want to get to?Strategy How are we going to get there? – The Big PictureTactics How are we going to get there? – The DetailActions Who is going to do what and when?Control How can we control, measure and develop the process
3SOSTAC INTRODUCTIONOne thing you need to be aware of: Often people deal with the SOS as a wish-list of achievements and then fail to develop and implement a detailed, controllable & measurable action plan (the TAC). This leads to a statement of great goals with no clear idea of how – or even if you can achieve them.
4SOSTAC- SITUATION How are we performing? What are our distinctive competitive (marketing) advantages?How effective is our Marketing Mix?Are we focusing on the best segments with the right type of customer?Are we using the most appropriate channels for communication and distribution?What uncontrollable event(s) or trend(s) can impact my business?
5SOSTAC- SITUATION STRENGHT Consist of 3 hotels and 4 resorts Target market are family, business, leisure, honeymooner, conferencesLocation and the surroundingsWEAKNESSNo existence to any social mediaLack of identityPages that are uncompleted
6SOSTAC- OBJECTIVES Business Mission? Business Objectives? Marketing Objectives - Business Development?Marketing Communication Objectives?The SMART Test for ObjectivesMake sure your objectives are practical and measurable. Do they fit the following criteria?Specific (with numbers)Measurable (to monitor progress and confirm achievement)Actionable (can we do it?)Reasonable (realistically attainable)Timed (incorporate deadlines)
7SOSTAC- OBJECTIVE Interaction between the guest and the website Deliver appropriate information that the guest needsRetaining Potential ClientsExpanding Geographical ReachSelling product/serviceOrganization DetailsProfessional Appearance.
8SOSTAC- STRATEGYSegmentation - How do we want to divide up the market(s)?Targeting - Which segments of the market do we wish to focus upon?Positioning - How do we want to be perceived in each different target segment?Add the 3m'sNow add in the 3M's - the three key resources, Men, Money and Minutes.Men meaning men and women, expertise and abilities to do different jobs.Money means budgets - have we the money?Minutes mean time - what are the time scales, schedules or deadlines? Is there enough time?
9SOSTAC- STRATEGY Men: Money: Minutes One graphic web planner to reform the homepageOne photograph to take professional hotel pictureMoney:Labor costMinutesImprovements and implementations to the homepage and websiteMonitoring the guest browsingStay up to date
10SOSTAC- TACTICS Which Communication Tools are we going to use? How are we going to use them?What message(s) do we wish to communicate?Are we being consistent across different tools and messages?Do we have the necessary resources/budgets?
11SOSTAC- TACTICS Good Visual Design Thoughtful User Interface Primary Navigation Above The FoldRepeat Navigation In The FooterMeaningful ContentA Solid About PageContact InformationSearchSign-Up / SubscribeSitemapSeparate Design from Content
12SOSTAC- ACTION Who is going to do what? When are they going to do it? What is the resource allocation for the action?What are the key performance measurements?How is performance going to be recorded?
13SOSTAC- ACTION Step 1 Add social media links Step 2 Add a site map Add true professional images of the hotelStep 4Add search barStep 5Fix and have a structured text more attractiveStep 6Fix pages links and build online console at the homepageStep 7Add sign up icons
15SOSTAC- CONTROLDo action performance measurements relate to objectives?Responsibility for measurement?Frequency of measurement?Resources for measurement?Review of measurements?Actions on variance?
16SOSTAC- CONTROL Having a website control system Keeps the context secureSee the users and block spamsIncrease productivityFilter Internet useManage social media useProactively protect your networkMonitor browsing on the homepageSee the interaction of the guest and the website through the clicking and the time stayed on each page