activity D – prepare marketing plan

Complete Tasks 1 and 2 in Activity D.

Task 1: Develop marketing plan

Using the information from Assessment Activity B and the strategies you developed in Assessment Activity C, prepare a detailed marketing plan.
A suggested contents page has been included for your reference. You may adapt or modify it to suit your needs. You may even like to try using an online marketing plan template such as the one available from www.business.gov.au.

Note: When completing the financial section of your marketing plan, it is not necessary to provide actual figures or budgets. Simply include templates or a list of what you would include if the marketing plan were to be completed in full.

Suggested table of contents

Introduction
Executive summary
The business
Situational analysis
Marketing objectives
Target market
Marketing strategies
Marketing tactics
Marketing budget (refer to note above)
Implementation, monitoring and control
Appendices

The presentation of your marketing plan must demonstrate your ability to produce accurate, neat and professional business documentation.

Assessor checklist

To be completed by the assessor.

Learner’s name:

Observable skill/task the learner is required to demonstrate	Assessor comments	Satisfactory
Task 1: Marketing plan
Fully typed and professionally presented in full report format, according to the suggested table of contents, or template used.		Yes No
Includes an executive summary that briefly outlines the business, market, objectives, strategy and action steps.		Yes No
Overviews the business vision, mission and objectives.		Yes No
Demonstrates research on the business’s current position and includes a SWOT analysis, competitor analysis, current market and customers/clients.		Yes No
Outlines market objectives and target market.		Yes No
Details the proposed marketing strategy according to the 7Ps.		Yes No
Includes a marketing budget that outlines proposed marketing and promotion costs.		Yes No
Outlines an implementation strategy and identifies possible organisational implications.		Yes No
Includes monitoring and measurement or control activities.		Yes No

Task 2: Written questions

Who did you consult with during the development of your marketing plan?

______________________________________________________________________________

Why is it important to involve others in the planning process?

______________________________________________________________________________

Briefly outline the steps you’d take to implement your plan.

______________________________________________________________________________

How would you document each stage of implementation?

______________________________________________________________________________

How would you monitor your marketing plan?

______________________________________________________________________________

How would you ensure the marketing activities are implemented in a cost-effective manner?

______________________________________________________________________________

Based on the type of marketing strategies you’ve planned, what marketing reports would you produce to analyse their effectiveness?

______________________________________________________________________________

What technology would you use?

______________________________________________________________________________

Under what circumstances might you need to adjust your marketing plan?

______________________________________________________________________________

Who would you inform once adjustments are made?

______________________________________________________________________________

Introduction

Pluto Hotels and Resorts is a medium sized hotel and hospitality company. The company was established in 1990 and competes with experienced and well-established hospitality organizations that have contributed in making the hotel industry competitive. Pluto is situated at the heart of the Gold Coast City, where there is a constant flow of tourists, who are the primary customers. Pluto specializes in hotel services ranging from accommodation, food services, and entertainment. The services are achieved through the Pluto’s restaurants, resorts, spas, and travel desks. A significant percentage of revenue is generated from foods and accommodation services. The success of the organization has been attributed to better marketing strategies using its well-defined marketing schedules.

Market Plan Analysis

PEST Analysis

Political Factors

Despite Australia enjoying a stable political environment, the political issues that affect hospitality and hotel sectors is the threat from unpredictable international relations, evident through the recent terrorism events. Pluto Company relies on the tourism sector and the threats of terrorism are key challenges. Examples of terrorism event that have influenced tourism and hospitality sector globally include the Malaysian airline attack in 2014, and other global terrorism targeting tourism destinations such as in Tunisia in 2011. The global tourism trend affects the revenue generation of Pluto Hotels and Resorts Company.

Economic Factors

Australian and Gold Coast city economic trends such as the inflation rate and GDP determines the net worth of hotel services and products. After the 2011 inflation, the Gold Coast economy has been growing positively, evident through the GDP growth rate of 1.4% since 2012 (Australian Hotels Association, 2015). The consequence of the appreciated Australian dollar is that it has reduced the number of tourists originating from countries with lower currency strengths. Even though economic issues in Australia such as inflation and economic crisis have been long time issues, there are still economic risks and challenges. Furthermore, the inflation rate and the rate of GBP exchange against stronger currencies pose significant impacts on the performance of Pluto.

Social Factors

Australia is a nation with a diverse culture, and the survival of a hotel or a hospitality company is the ability to incorporate cuisines from different cultures. There is a flow of multicultural tourists to the Australian coast. The food cuisines in Pluto Hotels are dependent on the employment of culturally diverse workers. The effort to contain all the customers from different cultural and religious backgrounds has been facilitated by the promotion of cultural cohesion through the enactment of Australian laws that promote unity and cohesion. The consequences of enhanced social factors promote safety that impacts positively on the performance of Pluto. Social factors need to be enhanced to facilitate effective performance in the hospitality industry (Australian Hotels Association, 2015). They include the laws and regulation regarding harassment, equity and equal opportunities for everyone regardless of the cultural and religious affiliations.

Technological Factors

In the contemporary hospital and hotel business, technology is the leading necessity, especially when it comes to online marketing…