CHAPTER 5

MARKETING PLAN

By:
Norharnani Zulkifli
Jabatan Pelancongan dan Hospitaliti
Politeknik Muadzam Shah, Pahang
 LEARNING CONTENT
5.1.1 Define marketing plan
5.1.2 Identify the importance of marketing plan
5.1.3 Illustrate the steps of marketing plan
development.
5.1.4 Create a marketing plan for tourism and
hospitality products or services.
5.1.1 Define Marketing Plan
 A marketing plan is a document that lays out the marketing efforts
of a business in an upcoming period, which is usually a year. It
outlines the marketing strategy, promotional, and advertising
activities planned for the period.
 A strategic planning method that is most popular with the
organizations, particularly the business organization to plan
marketing activities in medium and long term.
 Usually marketing plan is prepared for a period of a year to 5 years
(medium term).
5.1.2 The Importance Of Marketing Plan
1. Provides a road map for all marketing activities of the firm for
the next years.
• Roadmap to meet business goals.
• It helps businessman work through new strategies, issues,
ideas, and numbers.
 5.1.2 The Importance Of Marketing Plan

2. Agreement with the corporate strategic plan.

 Direction with an agreed goal or objective.
 Align your team and stakeholders to achieve the best outcomes for the
organization
5.1.2 The Importance Of Marketing Plan
3. Force marketing manager to review and think through
objectively all steps in the marketing process.
• Profitability by year
• Maintain steady, monthly growth.
• Decrease training and production costs
5.1.2 The Importance Of Marketing Plan
4. Assists in the budgeting process to match resources
with marketing objectives.
• Control your expenses and project your revenues.
• Disciplines of careful projection and resource allocation.
5.1.2 The Importance Of Marketing Plan
5. Creates a process to monitor actual against expected results.
Track progress towards outcomes and make adjustments to
implementation.
 Provide road
map for REVISION
marketing
activities

To monitor Agreement
against with
expected corporate
result strategies
Importance
of marketing
plan

Force
marketing
Assist the manager to
budgeting review and
process think
objectively
5.1.3 Steps Of Marketing Plan Development.

1. Executive Summary
• Briefly tells your reader where your company is, where you
want to take it, and why your business idea will be
successful.

2. Corporate Connection
• Provide a mentoring and advisory role for the new venture.
• General mentoring – maintaining contracts and controlling
finances in the current market.

3. Environment analysis and forecasting

• Also known as situation analysis
• Will look at external environmental factors such as the
market, competition, marketing channels.
5.1.3 Steps Of Marketing Plan Development.
4. Segmentation and targeting
• Segmenting the market based on the different groups
and classes, you will need to choose your targets

5. Next year’s objectives and quotas

• Quotas can help you reach your growth objectives.
• A quota refers to an expected performance objective

6. Action plans: Strategic and tactics

• Is the thinking process required to plan a change,
course of action, or organization.
• Sales strategies, advertising strategy, pricing strategy
5.1.3 Steps Of Marketing Plan Development.
7. Resources needed to support strategies and meet
objectives
• Study and then list the need for new marketing or sales personnel
including temporary help during the next year.
• Prepare a marketing budget for approval by top management.

8. Marketing Control
• The company has certain sales objectives it expects based on the
needs of the company.
• Management may have access to marketing research information not
viewed by the sales force.

9. Presenting and selling the plan

• Members of marketing or sales department
• Vendor or agencies
• Top management
5.1.3 Steps Of Marketing Plan Development.

10. Preparing for the future

• Allows people to understand the management process.
• People learn to become team players during the
process.
 The Essense of Asia
Artist: Yuna

You will love Malaysia now and forever

different races everywhere
the soul of Asia is surely here
this beautiful Malaysia

You will love the colours of Malaysia

where the sun loves to shine
on sandy beaches and clear waters
with smiles of friendly faces

This land is beautiful

it steals your heart away
This land is paradise
only a smile away
The soul of Asia
The essence of Asia
in this land where dreams come trueMalaysia

Malaysia it's truly Asia

People smiling everywhere
showing you how much they care
Welcome to Malaysia

This land is beautiful

it steals your heart away
This land is paradise
only a smile away
The soul of Asia
The essence of Asia
in this land where dreams come true
Malaysia

This land is beautiful

it steals you heart away
This land is paradise
only a smile away
The soul of Asia
The Essence of Asia
It's truly Asia
Malaysia truly Asia
 5.1.4 Create A Marketing Plan For Tourism And Hospitality Products Or
Services

1. New Zealand has beautiful 2. Jamaica has beautiful beaches. So 3. Italy has culture, cuisine, art, and
scenery and nature. does Thailand. fashion.

4. Singapore offers multicultural 5. Turkey and Greece are rich in 6. Bali offers cultural traditions.
urban attractions. history, culture, nature, and beaches.

• Destinations have varying but similar resources and attractions.

• Some destinations are rich in natural resources but seriously disadvantaged in other areas.
• Some have numerous resources and attractions and the luxury of targeting a wider selection market
segments.
 5.1.4 Create A Marketing Plan For Tourism And
Hospitality Products Or Services.

Produk Pelancongan Daerah Chini Produk Pelancongan Daerah Bera Produk Pelancongan Daerah Rompin

Produk Pelancongan Daerah Jerantut Produk Pelancongan Daerah Raub Produk Pelancongan Daerah Temerloh