Chapter 5:

Managing the Marketing Effort

Group 4:

Candy Urna

Glesh Taoy

Katrina Salili

Marielle Villamor

Shaira Jamee Rutao

TOPICS

[Link] Analysis -SWOT analysis

2. Marketing Planning

3. Marketing Implementation

4. Marketing Control

[Link] ANALYSIS - SWOT ANALYSIS

INTRODUCTION

Marketers have different models and notions of the marketing process perhaps attributed to the
dynamic nature of marketing. The major steps in the marketing process are marketing analysis,
marketing planning, implementation, and control.

Market Analysis

Is the thorough assessment of the current market. It is fine to determine the attractiveness of
potential markets and analyze how the company's capabilities can address the various forces in
the business environment. Market analysis helps you build a smarter strategy for growing your
business. Once you have an in-depth knowledge of your market, you will be better positioned to
develop products and services that your customers are going to love.

Steps in the Marketing Process in the Development of Marketing Plan:

Step 1: In the marketing process, companies must find out the unfulfilled customer's needs,
wants and expectations; analyzes the market, the challenges in the business environment
(micro & macro)the company's situation (looks into its capabilities to address the needs of the
market) using the “SWOT Analysis” and marketing audit. Marketers must get information on
the market and the marketplace.

Aspects to consider in conducting a Market Analysis

1. Industry Overview Here you will outline the current state of your industry overall and where it
is headed. The best place to start finding information on your industry is to find your Industry
association as they have a wealth of information also on the trends of the industry. Relevant
industry metrics are as follows:

• Key players- Who are the key companies or businesses in your

industry? Who are the biggest businesses in the industry and what are the core products and
services that they sell? What are their business models? -Market Growth and Profitability Is your
industry growing or

shrinking? you will want to show in your business plan how much is sold in your industry, both
historically and predictions for the future. Market Growth Rate refers to projected increase of the
market size. Market growth rate is based on past data. You can get this information

from commercial publications. Market Profitability refers to the profit potential for a market.

• Market Trends- It is the general movements and latest changes in the market and the
important reasons for such changes. Marketers should be able to predict trends and find right
timings. Example: Digital note taking through apps and pictures.

Competitors Who are your key competitor's in your industry? Are there businesses who are
using strategies that are similar to yours? How are you different? Analyze your competitors'
angle to the market to find a weakness that your company will be able to use in its own
marketing positioning. Describe competitor's SWOT.

2. Define your Market Target -this is where you explain who your ideal customer is and how
your company is going to meet their needs. During your analysis, you will identify different types
of customers. When you have more than one type of customer, you do what is called MARKET
SEGMENTATION.

Market Size is how many potential customers there are for your product/service.

Total Available Market (TAM)- total demand for your product Serviceable Available Market
(SAM)- based on your current business model;
Serviceable Obtainable Market (SOM)- based on practical limits of your business model)

• Demographics, Psychographics, Behaviors, Geographics

Demographics- describe your customer's typical age, gender, education, income and more of
your target market.

Psychographics- know your customer's mindset (needs, reactions, likes/dislikes, personality,

lifestyle. It Explains here how much your product fits into your customers' lifestyle.

Behaviors- how to guest shop (buying/ spending patterns, changing customer behavior).

Example: Online survey, Nielsen 2012 reveals Filipino consumers stick to brands with freebies
or gifts.

Geographics- where do you find customers

“SWOT ANALYSIS”

The SWOT ANALYSIS is a tool used in strategic planning to identify and ultimately, prioritize the
organization's strengths, weaknesses, opportunities and strengths. The process involves a
brainstorming session where participants create a list for each of these areas based on
previously gathered data and information. Once the list is created, a ranking process is used to
prioritize the items so that the top items. in each category can be used to provide a basis for the
development of objectives, strategies and tactics. SWOT is an analytical framework that can
help a company face its greatest challenges and find its promising new markets.

1. STRENGTHS represent those specific characteristics of the business that offer an advantage
over its competitors.

2. WEAKNESSES are characteristics that limit performance and could represent an obstacle in
achieving objective

3. OPPORTUNITIES include external conditions that could help. improve performance or that
can be capitalized upon or exploited.

4. THREATS indicate external conditions and situations that could hinder performance, so ways
of defending against them can be explored.

Using SWOT, the company can estimate whether its objectives are attainable or not, given the
internal and external circumstances.
The S and W, refer to internal factors, which means the resources and experience rapidly
available to the firm.

1. Financial Resources- funding, sources of income, and investment opportunities.

2. Physical Resources- company's location, facilities and equipment

3. Human Resources- employees, volunteer's and target audiences.

4. Access to natural resources, trademarks, patents and copyrights

External forces influence and affect every company, organization and individual.

2. MARKETING PLANNING

What is marketing planning?

Marketing planning refers to the methodical process of analyzing market environments, setting
goals, and crafting strategies to reach desired objectives. This planning is crucial to ensure that
services are effectively highlighted to attract guests and keep them engaged.

[Link] Planning Techniques

Marketing planning in hospitality involves a series of strategic steps that lead to impactful guest
experiences and sustained business growth. By focusing on identifying target markets, crafting
effective marketing messages, and selecting right marketing channels, you can significantly
boost your hospitality business.

Identifying Target Markets

To effectively reach potential guests, Identifying target markets is crucial. This process entails
analyzing various customer segments to understand their specific needs, preferences, and
behaviors. By segmenting the market, you can tailor your marketing strategies to serve distinct
groups more effectively.

Example: Imagine a luxury resort aiming to attract young professionals. They might offer
weekend getaway packages, highlighting amenities like high-speed Wi-Fi and on-site
networking events, tailored to the lifestyle of this demographic.

Crafting Effective Marketing Messages

Your marketing message is the core idea conveyed through promotional activities. It should
resonate with your target audience and communicate the unique value proposition of your
hospitality services. Create relatable and engaging content that reflects the brand essence. Use
a consistent tone that aligns with the brand image. Include a clear call-to-action that guides
potential guests on the next steps.

Example: A boutique hotel emphasizing its eco-friendly practices might craft messages focusing
on sustainability, appealing to environmentally-conscious travelers.

Selecting Marketing Channels

Selecting the right marketing channels is fundamental to reach your target audience effectively.
Different channels can help disseminate your marketing messages to a wider audience,
enhancing visibility and engagement. Marketing Channels in hospitality are the mediums used
to engage with customers, such as social media, email, search engines, and travel blogs.

II. Hospitality Marketing Planning Exercises

To enhance your understanding of hospitality marketing, engaging in practical exercises is key.

These activities help hone the skills necessary to effectively plan and execute marketing
strategies, ensuring your hospitality business stands out in a competitive landscape.

Developing a Marketing Plan for a Hotel

Creating a comprehensive marketing plan for a hotel involves several key steps, each
contributing to the overall effectiveness of your strategy. This plan acts as a roadmap, guiding
your marketing efforts and ensuring alignment with business goals.

Market Analysis: Begin with comprehensive market research to understand customer needs
and identify opportunities.

Objective Setting: Clearly define what you aim to achieve with your marketing initiatives,
whether it's increased occupancy rates or enhance brand reputation.

Strategy Development:Formulate strategies tailored to different target segments, using

insights from your market analysis.

Actionable Tactics:Outline specific actions, such as promotional campaigns or partnerships, to

achieve your strategic goals.

Performance Evaluation: Establish metrics to evaluate the success of your marketing efforts
and make necessary adjustments.

Analyzing Competitor Strategies

Understanding competitor strategies is crucial in positioning your hospitality business effectively

in the market. Analyzing competitors provides insights into industry trends, opportunities, and
potential threats, allowing you to differentiate your services. Here's how you can analyze
competitor strategies:

-SWOT Analysis: Identify the strengths, weaknesses, opportunities, and threats associated
with your competitors.

-Market Positioning: Examine how competitors position themselves and their USPs (Unique
Selling Propositions).

-Promotional Tactics: Study the marketing and sales promotions used by competitors to attract
customers.

-Customer Feedback: Analyze reviews and feedback about competitor services to understand
their market perception.

III. Marketing Planning Tools for Hospitality

In the hospitality industry, various tools are available to streamline the marketing planning
process. These tools can help you assess your environment, manage customer relationships,
and measure performance effectively. Understanding and utilizing these tools enhances
strategic decision-making and fosters a deeper connection with your customer base.

Utilizing CRM Systems

Customer Relationship Management (CRM) systems are essential in hospitality for managing
and analyzing customer interactions throughout the guest lifecycle. These systems help you
improve customer retention and drive sales growth.

CRM systems offer numerous benefits for the hospitality industry:

-Streamlining customer interactions and personalizing guest experiences.

-Tracking preferences to offer tailored services and promotions.

-Enhancing communication through automated messages and engagement tracking.

-Providing insights into customer behavior to improve marketing strategies. Implementation of a

CRM can transform operations by leveraging data to build meaningful relationships with guests,
ultimately fostering loyalty and repeat visits.

Performance Metrics and Evaluation

Evaluating the performance of marketing initiatives is crucial for determining effectiveness and
guiding future efforts. By using a variety of performance metrics, you can measure success
rates, customer engagement, and overall return on investment (ROI).

3. Marketing Implementation

What is marketing implementation?

Marketing implementation refers to the process of executing and managing strategies and
tactics outlined in a marketing plan. This involves coordinating tasks, aligning resources, and
tracking progress to ensure efficient and smooth execution. It includes setting clear goals,
managing the marketing budget, and continuously monitoring the performance to optimize the
efforts.

Marketing budget

A marketing budget specifies the financial resources allocated for marketing activities. It
guides the execution of strategies by setting limits on how much can be spent on various tactics
such as advertising, promotions, and content creation. Determining a marketing budget can be
challenging, but it ensures that the marketing efforts align with business objectives while being
mindful of available resources.

Target Audience & Marketing Goals

The Target Audience refers to the specific group of consumers most likely to purchase a
product or service. This group is defined by factors such as age, gender, income, location, and
interests, and they are the focus of marketing campaigns.

Marketing Goals, on the other hand, are measurable objectives that help a business achieve
its broader goals. These can include increasing brand awareness, generating leads, acquiring
new, Customers, boosting website traffic, or improving customer engagement. The success of
the marketing plan depends on clearly defined goals tied to the target audience's needs and
behaviors.

How to Implement Your Marketing Plan

Set the Right Expectations

-Marketing success takes time. Typically, it can take 6- 12 months to see significant results, so
it's important to set realistic expectations for your team and leadership. This understanding
helps ensure that everyone stays committed to the long-term effort.

Build the Team and Secure Resources

-Identify who will be responsible for implementing the marketing plan, including internal staff
(e.g., marketing, sales, customer service teams) and external partners. Ensure that all team
members have the resources they need to contribute effectively to the campaign.

Communicate the Plan

-Clearly communicate the marketing strategy and goals to everyone involved. This includes
making sure the marketing team understands their roles and responsibilities, and also ensuring
the broader company is aware of the marketing efforts to foster excitement and support.

How to Implement Your Marketing Plan

Celebrate Success and Communicate Results

-Share the positive results with the team to boost morale and generate momentum. Recognize
milestones and achievements to encourage continued effort. Even if things aren't going as
planned, sharing insights and challenges with the team can lead to valuable feedback and new
ideas.

4. Marketing Control

What is marketing control?

-Marketing control is the process of measuring and evaluating the results of marketing
strategies and plans and taking remedial actions to ensure that marketing objectives are
achieved.

What is the purpose of the marketing control?

-Marketing controls are a set of procedures used to monitor the success of marketing activities
set forth in a company's marketing plan. They are like checkpoints to determine the marketing
plan's effectiveness in meeting organizational goals.

Types of Marketing Control

There are several types of marketing control that organizations can utilize to monitor and
manage their marketing activities. Listed below are four important types of marketing control:

[Link] control

2. Strategic control

3. Operational control
4. Audit control

“Financial Control”

-One type is financial control, which involves monitoring and controlling the financial aspects of
marketing campaigns. This includes budgeting, cost analysis, and return on investment (ROI)
calculations. By implementing financial control, companies can ensure that their marketing
efforts are cost- effective and align with their overall financial goals.

“Strategic Control”

-Strategic control involves analyzing market trends, competitive intelligence, and feedback from
customers to make informed decisions about marketing strategies. It helps companies stay
focused on their long-term goals and adapt their marketing efforts accordingly.

“Operational Control”

-Operational control is another type of marketing control that focuses on day- to-day activities
and processes. It involves setting performance metrics, monitoring Key Performance
Indicators (KPI’s), and implementing corrective actions when necessary.

control ensures that marketing activities are executed efficiently and effectively to achieve
desired outcomes.

“Audit Control”

-Lastly,Marketing audit control helps companies identify strengths and weaknesses in their
marketing activities and make data-driven decisions to optimize their performance. Overall,
these types of marketing control provide organizations with the tools and insights they need to
effectively manage their marketing activities and drive success.

THANK YOU!