GBD110 The Marketing Plan Part 1 – Worth 20%
Here is a sample marketing plan
http://www.mplans.com/hotel_marketing_plan/situation_analysis_fc.php
Follow the instruction at the start of each page for spacing and setting up of the page.
SWOT ANALYSIS (STARBUCKS TORONTO PEARSON INTERNATIONAL AIRPORT)
Strengths – what do you do well?
Weaknesses – what are you not so good at? Where might you need to improve?
Your strengths section can include a tangible strength (e.g.: state-of-the-art drill press) or an intangible strength (e.g.: goodwill) of your company.
Opportunities – What’s coming that might be a chance for you to profit or succeed? Threats – What’s coming that might cause you problems?
Strengths and Weaknesses
State major strengths your company has, (e.g., brand, staff, reputation) and major weaknesses it suffers
(e.g., strategy, staff, systems)
Opportunities and Threats
This is a glimpse into the future; what you think is coming, what major positive or negative developments might affect your organization and your plans. Describe briefly how you will capitalize on the opportunities available in each case and how you will meet the challenge of the threats.
Make these threats and opportunities specific to your industry and/or company and related to a particular environment. Do not list your marketing task as a threat; a threat to a hotel is not -How to market our rooms.-
Some Good Examples of Threats:
Threat – Market entry potential for a competitive, global brand to enter the market with a similar product.
Threat – Substitutes: fully furnished and serviced business apartments offering lower daily rates.
Threat – Economy: recovery from slight recession may take time.
MARKING SHEET
Marks
Total
Marks
SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats
5
5
5
5
/2
