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Walt disney marketing plan Essay

  Relationship to other plans:
Corporate goals with respect to profit, growth and so on. –
Desired market share
Positioning of the company or its product lines
Vertical or horizontal integration
Strategic alliances
Product-line breadth and depth
Customer-relationship management
 Marketing-related plans: (developed by people who do not report to marketing)
Advertising and promotion
Public relations and publicity
Marketing research
Customer service
All the independent plans must be considering the marketing plan and how all those tie together.
 Corporate direction:
Mission statement
Corporate philosophy
Corporate goals
 Positioning:
How the enterprise intends to differentiate in the market.
All the members of the marketing and sales departments and their service suppliers must know the desired positioning of the enterprise.
 Competitive Analysis
True competitive advantages are factors recognized by the guests and influence their purchase decisions.
MARKET o Market trends (UNWTO)
 Visitor trends:
Origination areas
Stopover sites
Visitor demographic
Spending habits
Length of stay
 Competitive trends
Location, type of product, occupancy level, average rates…
 Related industry trends
Interdependence of the members of the
o Market potential
 Total available demand for a hospitality product within a particular geographic market at a given price.
o Market research
 Macromarket:
Industry trends
Socioeconomic and political trends
Competitive information
Industry-wide customer data
 Micromarket
Guest information
Product/service information
New-product analysis
Intermediary buyer data
Pricing studies
Key account information
Advertising/promotion effectiveness
 Selection of the segment: Understanding what the company is and what it wishes to be and studying the available segments and determining if they fit the capabilities and desires of the company to obtain and secure them
 Analysis of internal data:
Guest registrations
Credit card receipts
Customer surveys
Customer database
 Analysis of external data
Published industry information
Marketing research
Guesstimates after talking with competitors, vendors, and others in the industry.
 MSPA (Market Segment-Profitability Analysis):
Identify each of a company’s existing customer
segments by revenue, cost, and profitability.
o Targeting:
 The selection of a customer mix must support the positioning strategy of the company and the revenue management.
 Target markets are selected from the list of available segments.
o Positioning:
 How the enterprise intends to differentiate in the market.  All the members of the marketing and sales departments and their service suppliers must know the desiredpositioning of the enterprise.

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