1. Chapter 7 Marketing Planning

2. Nobody plans to fail. People fail to plan.

3. Executive Summary Mission Statement External Analysis Market Situation Customer Base Competition Internal Analysis Strengths and Weaknesses Market Segmentation and Positioning Goals and Objectives Action Plan Property-Level Marketing Plan

4. Executive Summary Introduction Market Assessment Restaurant Market Overview Customer Attitudes Competitive Environment Business Performance Mission Statement Market Objectives and Strategies for the Year Ahead Positioning Statement Action Plan Advertising Role of Advertising Advertising Objectives Advertising Strategies Creative Creative Objectives Creative Strategies Rationale Media Media Objectives Media Strategy National Tactics–Timing Promotions Role of Promotions Promotion Objectives Promotion Strategies National Marketing Calendar Local Store Marketing Objectives Public Relations Objectives Pricing Product Development Priorities Unit Expansion Program New Territories Program Research National Consumer Research Commission Syndicated Research Participation Image Research Consumer Perception Facilities New Product Intelligence Media Trends Competition: Media Spending and Creative Execution Storyboard Testing Franchise Marketing Support System Structure Key Marketing Responsibilities The Franchisor Planning Advertising Creative Media Plans and Buys Research Promotion Franchise Support Regional Co-ops Local Franchisees Budget Corporate-Level Marketing Plan

5. Marketing Plan Outline n Executive Summary n Mission Statement n External Analysis –Market situation –Customer base –Competition Direct competitors Indirect competitors

6. Name :_____________________________________________ Location : _____________________________________________ Number of rooms : __________ Number of employees : __________ Skills and attitudes of employees : __________ Annual occupancy : __________ Business mix: Individual business_____% Group business_____% Individual pleasure_____% Group tour_____% Rate structure : ___________________________________________ Dining facilities : Room service _____ yes_____ no Number of restaurants_____ Number of lounges_____ Sizes of facilities__________ Banquet capabilities__________ Menu types__________ Menu prices__________ Recreational facilities : Swimming pool _____ yes_____ no Fitness center _____ yes_____ no Auxiliary services : Car rental _____ yes_____ no Gift shop _____ yes_____ no Salon _____ yes_____ no Valet parking _____ yes_____ no Concierge _____ yes_____ no Meeting facilities : Number of rooms_____ Sizes of rooms_____ Audiovisual equipment_____ Physical condition :_______________________________ Competitor Information Worksheet

7. Rate each competitor on each of the following criteria. 5 = excellent and 1= poor Competitor A Competitor B Competitor C Reputation __________ __________ __________ Name recognition __________ __________ __________ Market share __________ __________ __________ Service quality __________ __________ __________ Price/value perception __________ __________ __________ Promotional effectiveness __________ __________ __________ Sales staff __________ __________ __________ Employee attitudes and skills __________ __________ __________ Employee turnover __________ __________ __________ Speed of service __________ __________ __________ Cleanliness __________ __________ __________ Occupancy __________ __________ __________ Room rate __________ __________ __________ Financial stability __________ __________ __________ Profitability __________ __________ __________ Leadership __________ __________ __________ Distribution channel __________ __________ __________ Customer loyalty __________ __________ __________ Location __________ __________ __________ Accessibility __________ __________ __________ Visibility __________ __________ __________ Parking __________ __________ __________ Building condition __________ __________ __________ Guest room quality __________ __________ __________ Meeting facilities __________ __________ __________ Food and beverage service __________ __________ __________ Banquet facilities __________ __________ __________ Organizational culture __________ __________ __________ Information technology __________ __________ __________ Competitor Evaluation Form

8. Market Share Analysis RoomRoom Actual Fair No. ofNightsNights Market Market Property RoomsAvail.Sold Occu. Share Share Travel Inn22080,300 57,158 71.2% 26.7% 26.5% Comp. A 25091,250 60,555 66.4 28.3 30.1 Comp. B20073,000 53,114 72.8 24.8 24.1 Comp. C16058,400 43,228 74.0 20.2 19.3 Total830 302,950 214,055 70.6 100.0 100.0

9. Marketing Plan Outline n Executive Summary n Mission Statement n External Analysis –Market situation –Customer base –Competition n Internal Analysis –Strengths and weaknesses

10. Strengths and Weaknesses n Strengths and weaknesses rating –5 = Major Strength– 2 = Minor Weakness –4 = Minor Strength– 1 = Major Weakness –3 = Neutral n Importance rating –5 = Very Important – 2 = Minor Importance –4 = Important – 1 = Not Important –3 = Moderately Important

11. Importance-Performance Analysis Grid Performance Importance Keep up the good work Concentrate here Low priority Reallocation of resources

12. Marketing Plan Outline n Executive Summary n Mission Statement n External Analysis n Internal Analysis n Market Segmentation and Positioning n Goals and Objectives n Action Plan –Activities – Personnel –Timelines – Budget

13. Budgeting n Top-down –Contingency funds n Bottom-up