Stratigic Marketing Plan - Tourism

Strategic Marketing Plan

Table of contents

1. Executive summary………………………………………………………………………..1

2. Mission statement………………………………………………………………………….2

3. Goals and objectives……………………………………………………………………….2

4. Market segmentation strategy ……………………………………………………….3

4.1 Demographic segment………………………………………………………………………………………..3

4.2 Psychographic segment………………………………………………………………………………………5

5. Positioning strategy………………………………………………………………………..6

5.1 Identify possible competitive advantage…………………………………………………………….6

5.2 Select the appropriate competitive advantage……………………………………………………7

5.3 Propagating the selected market positioning………………………………………………………8
6. Strategic action plan……………………………………………………………………….8

6.1 Adventure Tours Marketing………………………………………………………………………………..9

6.2 Domestic Tours Marketing………………………………………………………………………………..12

7. Conclusion…………………………………………………………………………………….15

Reference list……………………………………………………………………………………16

1. Executive summary

This report developed a strategic marketing plan for Five Stars Tours tourist services. Marketing strategies have been employed by tourism firms in order to respond to current challenges, to gain competitive advantage and to improve their effectiveness. Strategic marketing has been defined as “an organization’s integrated mode of decisions that specify its crucial selections relevant products, markets, marketing activities and marketing resources to create, communicate or deliver the productions that provide value to customers in exchanges with the organization and thus enables the organization to achieve specific objectives (Varadarajan, 2010, p.128).
This report research tourism industry, market, competition, business and customer demand, so in order to understand the economic and market environment in which Five Stars Tours conduct; indentify opportunities, strategic goal and objectives, and determine target market, make a strategic marketing plan effectively to meet the varying tourism