WEEK: 10
Marketing Planning (Part Two)
CLASS LINKS
Fairmont Hotels Mission Statement
(Note that this is a corporate statement
that applies to all Fairmont properties)
http://www.fairmont.com/aboutus/ourphilosophy/
The Chateau Montebello Video
http://www.fairmont.com/montebello/
media/videos/
CLASS
KEYWORDS
Marketing Objectives
Financial
Sales
Customer
Competition
Marketing Strategies
A strategic Plan for Starbucks
Starbucks Strategic Plan plus SWOT Analysis
A MindMap class working on the Final Case
Study
http://elearning.algonquincollege.com/course
mat/hospitalitycourses/MindMap/mindmap.
wmv
CLASS TO DO
1
2
3
My Keyword Sentence
Market
Product
Competitive
Positioning
• Marketing Objectives state what
you want to achieve…
•
Financial
•
Sales
•
Competitive
•
Customer
TIP: Start
Objectives
with the
word “TO”
Chateau
Montebello
Marketing Plan
TIP: Look at
weaknesses
and
opportunities
to help you
write
Objectives.
Marketing Strategies state how you will achieve them
Target Market Strategy
Identify your primary and secondary
markets (market mix) and how you can service them.
Where are your feeder markets? What is (are) the
strength or growth of these markets? What new
markets are emerging?
Product Strategy
What problems do your products solve
and what benefits does it offer. Describe how the
product is designed or re-designed to address
opportunities that you see.
Competitive Strategy
Here is where you mention your product
form competition. How are you going to keep market
share and what you do to stay ahead of them
Positioning Strategy
What will be your image (from customers
point of view) and how do you plan to differentiate
yourself.
•
Market Strategy
•
Product Strategy
•
Competitive Strategy
•
Positioning Strategy