Unit VI Project

Marketing Plan Part I

For the next three units, you will be writing a marketing plan in stages for an organization of your choice. 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 may be useful.

Dahl, D. (2010) How to write a marketing plan. Retrieved from http://www.inc.com/guides/writing-marketing-plan.html

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.

Unit VII Project

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 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. BHM 4680, Marketing for Hospitality and Tourism 5

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.

Unit VIII Project

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.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

The second section of this assignemnt is due this tuesday the 7th and the third section is going to be due on feb 14th. can you please seperate these assignments so that I am able to upload them to my teacher on the required day.