02 AVIP Module 6 - Building a Marketing Plan

This programme has been funded with
support from the European Commission
IO3 Innovating New Products: Module 6

COURSE MODULE 6
Building a Marketing Plan
Adventure Tourism I www.adventuretourism.eu

INTRODUCTION TO THE COURSE MODULE
The role that marketing plays within a company
varies according to the overall strategy and
philosophy of each firm.
Marketing Management constitutes the analysis,
planning, implementation, and control of
programmes designed to create, build, and
maintain beneficial exchanges with target buyers for
the purpose of achieving organisational objectives.
This module will help you to understand marketing
management process and components of
marketing plan.

“Marketing is no longer about the stuff that you make,
but about the stories you tell.” – Seth Godin
“Marketing is really just about sharing your passion.” – Michael
Hyatt
“Listen to your customers, not your competitors.” – Joel Spolsky

“Keep your thoughts positive because your
thoughts become your words. Keep your words
positive because your words become your
behavior. Keep your behavior positive because
your behavior becomes your habits. Keep your
habits positive because your habits become
your values.”
Mahatma Gandhi

Learning Objectives
At the end of this module, you will be able to:
 Identify the essential elements of a Marketing Plan.
 Assess market opportunities by analysing customers, competitors,
collaborators, context, and the strengths and weaknesses of a company.
 Develop effective marketing strategies to achieve organisational
objectives.
 Design a strategy implementation programme to maximize its chance of
success.
 Understand how a good Marketing Plan can help you to generate sales
and to keep your customers satisfied.

What is Marketing Management?
Marketing management is concerned with
how you will create value for your
customers.
You have to answer to the following two
main questions:
 What is your organisation’s main activity
at a particular time? – Customer Value
 What are its primary goals and how will
these be achieved? – how will this value
be delivered

What is Strategic Planning?
Strategic Planning is the managerial
process of creating and maintaining a fit
between the organisation’s objectives
and resources and the evolving market
opportunities.
 Strategic Planning is also called
Strategic Management Process
 All organisations apply strategic
planning
 Strategic Planning can be formal or
informal
You can refer to Module 5 for more information.

Business Strategic Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal
Formulation
Business Mission
Marketing Management follows the
logic of business strategic planning
process and develops it further to
develop the right products at the right
prices, to be sold through the right
channels and the right
communication.
The strategic planning process are the
steps that you go through as your
company to determine:
• the direction of your company
(Vision)
• what you're going to do and for
whom (Mission)
• how to measure it and guide your
strategy to get to where you want
to be (Goals)

Strategy
Formulation
Environmental Analysis
Internal AnalysisCompetitor
Customer
Supplier
Regulatory
Social/ Political
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Strength & Weaknesses
Identity Core Competencies
Opportunities & Threats
Identify Opportunity
Fit Internal Competencies with External Opportunities
Company and Marketing Strategies
Strategy formulation refers to the
process of choosing the most
appropriate course of action for
the realisation of company’s goals
and objectives and thereby
achieving the company vision.

Business Mission
Statement &
Objectives
Marketing
Strategy
Implementation,
Evaluation and
Control
Assembling a Marketing Plan
It is a written document that acts as a guidebook of marketing activities for the marketing
manager
Situation
Analysis (SWOT)
see Marketing Plan
Template: Part 1
see Marketing Plan
Template: Part 2
see Marketing Plan
Template: Part 3, 4, 5, 6
see Marketing Plan
Template: Part 7, 8, 9, 10

The Marketing ProcessBusiness
Mission
Statemen
t
Objectives
Situation
or SWOT
Analysis
Implementation
Evaluation, Control
Target Market
Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix

Examples
Objective:
Grow and diversify the destination X
tourism industry based on food,
wilderness, history and adventure tourism.
Actions (adventure tourism):
Grow and diversify the destination X tourism industry based on
food, wilderness, history and adventure tourism.
• Explore and support development of an adventure hub in destination X
• Develop international standard mountain bike facility in destination X
• Network existing operations to attract new adventure-based experiences
• Attract new adventure tourism experiences in destination X

Marketing Planning
Relationships
MARKETING
STRATEGY
Annual
Marketing
Plan Implementation
Evaluation
Revision
Annual
Marketing
Plan

Dimensions of the Planning Process
MARKETING
PLANNING
PROCESS
Analytical
Process
Dimension
Behavioral
Process
Dimension
Organizational
Process
Dimension
Techniques
Procedures
Systems
Planning Models
Managerial
perceptions
Participation
Strategic
assumptions
Structure
Information
Culture
Process
Consistency

The Two Planning Flows

The Executive Summary “sells” the marketing plan to
readers through its clarity and brevity. The summary
should present a description of the product/service,
its target market, and its need within the market.
The summary should also provide an overview of the
main points of the plan and should emphasize an
action orientation.
Part 1
“The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself.”
Peter Drucker
Executive Summary

In this part, you must convince the reader that a
market exists for your product or service.
The essence of the situation analysis is taking stock
of where the firm or product has been recently,
where it is now, and where it is headed. The
situation analysis is the first of three steps in the
planning stage.
Part 2
“Change is not a destination, just as hope is not
a strategy.”
Rudy Giuliani
Situation Analysis
See Marketing Plan Template for details
Appendix 1 Market Research
Appendix 2 Competitive Analysis
Appendix 3 Demographic Profile

Factors Influencing Company’s Marketing Strategy

External
Marketing
Environment
Demographics
Social
Change
Economic
Conditions
Political &
Legal Factors
Technology
Competition
Environmental
Scanning
Target Market
Product
Distribution
Promotion
Price
External Environment
is not controllable Ever-Changing
Marketplace
Physical / Natural

In this part, provide a more detailed description of
the products and/or services you want to sell. As the
reader may not be familiar with your
product/service, be sure to explain and describe it
carefully. Describe the product or service in terms
the reader will understand.
Generate some excitement about your
product/service without resorting to hype. Keep to
the facts. When readers have finished this chapter,
they should be primed to read the marketing and
financial details of your venture.
Part 3
“Make every detail perfect and limit the
number details to perfect.”
Jack Dorsey, Square
Products and Services
Product is …. anything that is offered to the
market for attention, acquisition, use or
consumption that satisfies a want or a need.

Product and Services (1)
There are many types of ‘niche’ products and services that fall within the Adventure
Tourism category from:
Getting Wet Getting High
Surfing
Canoeing, touring, rental and
expedition services
Kite surfing
Wakeboarding
Scateboarding
Flying
Gliding
Paragliding
Ballooning
Rock climbing
White-water rafting
Caving
Water-skiing
Diving
Windsurfing
Kayaking
High rope
Micro lighting
Zorbing

Getting Faster
Archery
Karting
Mountain biking and expeditions
Paintballing
Land boarding
Rallying

ACTIVITY TYPE SOFT ACTIVITY TYPE HARD ACTIVITY TYPE OTHER
Archeological expedition Caving Attending local festival/fairs
Backpacking Climbing (mountain/rock/ice) Cruise
Birdwatching Trekking Cultural activities
Camping Getting to know the locals
Canoening Learning a new language
Eco-tourism Walking tours
Educational programmes Visiting friends/family
Environmentally sustainable activities Visiting historical sites
Fishing / fly-fishing
The table below indicates activities and their adventure and their adventure classification, according to the ATTA.
ATTA – Adventure Travel Trade Association, https://www.adventuretravel.biz/

ACTIVITY TYPE SOFT
Hiking Rafting Snorkeling
Horseback riding Research expeditions Skiing/snowboarding
Hunting Safaris Surfing
Kayaking/sea/whitewater Sailing Volunteer Tourism
Orienteering Scuba Diving

When you develop your product or service in adventure tourism you have to take into
account that there are many requirements you have to comply with:
REQUIREMENT SHORT DESCRIPTION
Protection
Some adventure activities are, by their nature, dangerous and can cause injury, and even
loss of life, to persons and damage to property. Any company providing access to such
activities must protect themselves against claims for loss or damage caused to persons who
partake in the activities provided by the company.
Training
The owners and staff should be properly trained and equipped to provide supervision and
guidance to participants in the activities, ensuring that equipment is in excellent condition at
all times.
Legal Requirements
Before launching any adventure activity, find out what specific legal requirements pertaining
to the sport or activity being pursued, must be complied with.

REQUIREM
ENT
SHORT DESCRIPTION
Insurance
Consult a reputable insurer or broker on the
exposure to risk and, in particular, ensure
that adequate public liability is in place.
Land use
zoning
Become familiar with all laws applicable to
locating an office; licensing and registration;
road transportation permits; public driving
permits; regulations and by-laws.

You might consider to offer a product line instead of a
single product …
PRODUCT ITEM
A specific version of a product
that can be designated as a
distinct offering among a
company’s products.
PRODUCT LINE
A group of closely-related
product items.
PRODUCT MIX
All products that a company
sells.
Visit https://liquidspark.com/
or you might implement
Integrated Service Management …
► Product elements
► Place, cyberspace, and time
► Process
► Productivity and quality
► People
► Promotion and education
► Physical evidence
► Price and other user outlays

After defining your industry, product, customers, and
the competition, you should have presented a clear
picture of your company. The next step is to outline
your marketing strategy.
This is a series of objectives to meet marketing
objectives and goals as reflected in the Executive
Summary. Ideally you should be able to identify one
primary objective and two secondary (all
measurable).
Part 4
“The role of leadership is to transform the
complex situation into small pieces and
prioritize them.”
Carlos Ghosn
Market Strategy
“The purpose of a company is to create a
customer…The only profit center is the
customer.”
Peter Drucker

The Give and Get of Marketing Strategy
THE CUSTOMER GIVES
THE COMPANY GETS
THE COMPANY GIVES
THE CUSTOMER GETS
Money Product
Time Price
Energy Value
Commitment Convenience
Referrals Selection
Past experience Service
Expectations Warranty
Knowledge Brand

Stages of Customer Interaction
PRE-PURCHASE STAGE
PURCHASE-INTERACTION
STAGE
POST-PURCHASE STAGE
• Create awareness
• Create interest
• Communicate
information
• Communicate image
• Gather information
• Evaluate alternatives
• Interaction with company
systems
• Point-of-sale service
• Exposure to sales setting
• Exposure to employees
• Access and convenience
• Variety and terms of sale
• Product-in-use situation
• Feedback from others
• Post-purchase service
• Warranties
• Returns policies
• Customer-service centres

Pricing
• How much can you charge?
• Will your products be bundled?
• Will you be offering discounts, leasing,
financing, coupons, etc.?
• Avoid competing on price—for most, it’s
not a winning strategy.
See Appendix 7 Costs

Placement: Getting It to the Customer
• Direct to your customer
• Online
• Own physical location
• Indirect to your customer
• Through retailers
• Through wholesalers

Promotion: Getting Their Attention
• Common Tools
• Advertising (print, broadcast, online)
• Direct mail
• Email/website
• Social networking
• Trade shows/events
• Cold calling/telemarketing
• Face-to-face
• Public relations
See Appendix 4, Appendix 5, and
Appendix 6

Do you have a logo?

Now that you have described your product/service,
customers, markets, and marketing plan, it’s time to
back it up with some numbers. Use a sales forecast
spreadsheet to prepare a month-by-month
projection. The forecast should be based on your
historical sales, the marketing strategies you’ve
described, and market research, if available.
Part 5
“The value is in what gets used, not in what
gets built.”
Kris Gale
Sales Forecast
Appendix 8, Appendix 9, Appendix 10
and Appendix 11

The budget captures the costs applied to an
activity by assigning resources with
associated rates or fees. Resources include
equipment, material, technology, or people.
Part 6
“Experience tells you what to do. Confidence
allows you to do it.”
Stan Smith
Budget Determination
Appendix 12, Appendix 13, and
Appendix 14

A marketing programme needs a marketing
organisation to implement it. This section of
the marketing plan may include an
organisational chart with both current and
projected positions represented.
Part 7
“No matter how good the team… if we’re not
solving the right problem, the project fails.”
Woody Williams
Marketing Organisation

Tasks required to implement and monitor each
strategy are listed in this section. With each task, the
person responsible for the task and a completion
target date are indicated. Having a plan of action
with specific tasks ensures that the details are clear
and that specific persons are accountable.
Identify the promotional and communications
programmes required to meet the marketing
objectives. Separate these into sub-tasks and
allocate them to individuals with completion dates.
Include costs and indicators of achievement.
Part 8
“The key is not to prioritize what’s on your
schedule, but to schedule your priorities.”
Stephen Covey
Action Plan and
Implementation

The Communication Plan addresses:
 Who needs What information?
 When they will need it?
 How it will be delivered?
 Who will deliver it?
Where appropriate, describe the frequencies,
audience, media, sources, formats, locations, forms,
and types of information delivered in each form of
communication.
Part 9
“The most important thing in communication is
hearing what isn’t said.”
Peter Drucker
Communication Plan

The final section in the Marketing Plan is concerned
with measuring, evaluating and controlling the
success of the plan. Without these in place, it’s hard
to demonstrate that you have ‘thought through’ the
plan and have prepared contingencies and
alternative strategies if the plan does not achieve its
objectives are per the agreed upon milestones.
Part 10
“Roadmaps are evidence of strategy. Not a list
of features.”
Steve Johnson
Tracking, Evaluation &
Control

05
1. Target Setting
2. Critical Success Factors (CSFs) and Key Performance
Indicators (KPIs)
3. Financial Modelling
4. Business Examples & Resources
03
Web Resurces:
www.sac.ac.uk
www.headwater.com
www.itsadventuresouthwest.co.uk
www.failte-ireland.ie
https://www.adventuretravel.biz/
References:
Additional Resources:
UNWTO Global Report on Adventure Tourism, 2014
(www.unwto.org)

www.adventuretourism.eu
Line 1 Address, Line 2 Address
Facebook link
Email address
Thank You
Any Questions?

02 AVIP Module 6 - Building a Marketing Plan

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a 02 AVIP Module 6 - Building a Marketing Plan

Semelhante a 02 AVIP Module 6 - Building a Marketing Plan (20)

Mais de caniceconsulting

Mais de caniceconsulting (20)

Último

Último (20)

02 AVIP Module 6 - Building a Marketing Plan