COM3701 - Marketing Comm
TABLE OF CONTENTS Page
1 INTRODUCTION 1
2 EXPLANATION OF MARKETING MANAGEMENT 1
3 FIVE STEPS OF A MARKETING PLAN 1
3.1 Step 1: Situation analysis 1
3.2 Step 2: Marketing opportunities 6
3.3 Step 3: Marketing objectives 6
3.4 Step 4: Strategies and action plan 8
3.5 Financial control and budget 9
4 CONCLUSION 10
SOURCES CONSULTED 12
-1-
QUESTION 2
1. INTRODUCTION
The Maluti Mountain range is a world-renowned hiking spot in the middle of Drakensburg Mountains in South Africa. As the marketing manager of BBS Hotel, I will explain how I plan to launch a marketing campaign for backpacker travellers on the international market by making use of the five steps of a marketing plan.
2. EXPLANATION OF MARKETING MANAGEMENT
Marketing management is the process of planning and implementing the pricing, promotion, distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals. Marketing management uses the company’s resources to increase its customer belief and attitudes of the company’s products and services, and increase the company’s perceived value.
3. FIVE STEPS OF A MARKETING PLAN
3.1 Step 1: Situation analysis
In the first step of the marketing plan, the marketing manager should explain where the organisation stands in relation to the total marketing mix, for instance the sales history of the product, its position in the industry, pricing trends in the industry, and so on. According to Angelopulo and Barker (2013:161) in addition, the marketing manager also considers the organisation’s target market, for instance its customer profile, the geographic aspects of product usage and customer awareness. It is also important to perform a
-2-
SWOT analysis to determine the organisation’s strength, weaknesses, opportunities and threats.
With regards to the scenario, as the marketing manager of BBS Hotel, I will
1 INTRODUCTION 1
2 EXPLANATION OF MARKETING MANAGEMENT 1
3 FIVE STEPS OF A MARKETING PLAN 1
3.1 Step 1: Situation analysis 1
3.2 Step 2: Marketing opportunities 6
3.3 Step 3: Marketing objectives 6
3.4 Step 4: Strategies and action plan 8
3.5 Financial control and budget 9
4 CONCLUSION 10
SOURCES CONSULTED 12
-1-
QUESTION 2
1. INTRODUCTION
The Maluti Mountain range is a world-renowned hiking spot in the middle of Drakensburg Mountains in South Africa. As the marketing manager of BBS Hotel, I will explain how I plan to launch a marketing campaign for backpacker travellers on the international market by making use of the five steps of a marketing plan.
2. EXPLANATION OF MARKETING MANAGEMENT
Marketing management is the process of planning and implementing the pricing, promotion, distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals. Marketing management uses the company’s resources to increase its customer belief and attitudes of the company’s products and services, and increase the company’s perceived value.
3. FIVE STEPS OF A MARKETING PLAN
3.1 Step 1: Situation analysis
In the first step of the marketing plan, the marketing manager should explain where the organisation stands in relation to the total marketing mix, for instance the sales history of the product, its position in the industry, pricing trends in the industry, and so on. According to Angelopulo and Barker (2013:161) in addition, the marketing manager also considers the organisation’s target market, for instance its customer profile, the geographic aspects of product usage and customer awareness. It is also important to perform a
-2-
SWOT analysis to determine the organisation’s strength, weaknesses, opportunities and threats.
With regards to the scenario, as the marketing manager of BBS Hotel, I will