1. Choose one of the following organizations:

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Marketing for Hospitality and Tourism


Marketing Plan Part I

Part I addresses public relations (PR) and advertising.

1. Choose one of the following organizations:

 a bed and breakfast located in a quaint historical community with events,

 a tour operator that offers day trips from a community. Identify your own focus (e.g. fly-fishing, wine tasting,


 an ethnic restaurant located in a suburban area, or

 a city tour company located in a large urban area.

2. Embellish on the operations of your chosen organization, but be logical. For example, provide a community name

or at least a state name. Does the destination have other attractions? You are encouraged to investigate similar

operations in various locations for ideas. Your response must be at least two pages in length. Be sure to complete

the following:

 Describe the operation and destination.

 Provide environmental analysis and forecasting.

 Provide a technical report of findings.

Note: You may use the internet for sources related to completing an environmental analysis. Examples of a marketing

plan in tourism can be viewed via destination marketing organization (DMO) websites or on websites of some non-profit

organizations. Additionally, the following online resource and eBook (found in the CSU Online Library) may be useful


Dahl, D. (2010) How to write a marketing plan. Retrieved from http://www.inc.com/guides/writing-marketing-plan.html

Westwood, J. (2013). Creating success: How to write a marketing plan. (4th ed.). London, Great Brittan: Kogan

Page. Retrieved from http://site.ebrary.com/lib/columbiasu/detail.action?docID=10660015

Marketing Plan Part II

Part II of the marketing plan addresses segmentation and targeting.

For Part II of the Marketing Plan:

1. Review and edit Part I of your marketing plan. You will include and build upon Part I as part of your Part II

submission. One key thing to think about when writing Part II is the logic and continuity that should be present.

You may have to modify certain parts of Part I in order for the content to Part II to be coherent.

2. Review pages 553-554 of your course textbook, and complete the segmentation and targeting portion of your

marketing plan. This step is not only addressing the four variables used in market segmentation (see page 209)

but is also relating aspects of consumer behavior in order to corroborate your description of your target market. In

addition, a part of this step is positioning! A good resource is on page 224 in your textbook, “Choosing and

Implementing a Positioning Strategy.”

3. Formulate six marketing objectives for your operation. Objectives have been discussed for various parts of the

marketing strategies. For example, marketing objectives addressing public relations (PR) are discussed on page

408. Another discussion is located in Chapter 18 starting on page 554. Objectives are created based upon the

“current situation.” You will want to set objectives that will provide increases in occupancy, visits, and revenue for


Note: Your textbook does not completely cover writing objectives. Use the CSU Online Library and the internet to locate

two sources that address how to write marketing objectives. Note: You are required to include these two sources on your 

BHM 4680, Marketing for Hospitality and Tourism 5

References page. Do not copy and paste your objectives. Use your sources as examples to gather ideas on what type of

things you could include as part of your financial and marketing objectives and the format used. This section of your

marketing plan should be at least two and a half pages in length.

Part II of your marketing plan should contain the following:

 an edited version of Part I,

 a complete analysis with discussion of your marketing segmentation and target market,

 six marketing objectives, and

 your positioning based upon your target market and environmental analysis.

All sources used, including the textbook, must be cited and referenced according to APA style.

Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

Marketing Plan Part III

Part III of the marketing plan addresses the action plan, including strategies, tactic, and resources.

1. Review and edit Parts I and II of your marketing plan. You will include and build upon Part I and Part II as part of

your Part III submission.

2. For Part III of your Marketing Plan you will need to do the following:

 Provide the final marketing plan in the order completed (Part I, II, and III) in APA format, including in-text

citations and a reference list.

 Complete the action plans portion that includes strategies and tactics (see p. 559) and resources (other than

monetary) needed to support your plan (see p. 563).

 Provide an executive summary and self-evaluation of your plan.

Your final marketing plan should be a minimum of six pages (not including the title and references pages). There should

be at least two pages of content for each part of your plan. All sources used, including the textbook, must be cited and

referenced according to APA style.


Marketing Plan Name Course: BHM 4680, Marketing for Hospitality and Tourism Instructor Date Marketing Plan Executive Summary The marketing plan is based on a city tour company based in the Los Angeles area. The operations focus on charter services but most importantly sightseeing. The environmental analysis further highlights the strengths weaknesses, opportunities and threats affecting the business operations. Additionally, the forecasting is based on the internal, external analysis and industry trend. The identification of the market segmentation and target portion was also necessary to align the marketing strategies with the marketing objectives. The marketing objectives are based on the business situation. The resources set aside to meet the objectives of the target groups support the actions to be undertaken, and this extends to the personnel working for the company who seek to meet the marketing objectives. The action plan is reviewed since there is a need to assess its success, based on the specific measures for the different activities. PART 1 The Los Angeles Tours Organization is a company with headquarters in Los Angeles, California focusing on proving city tours in the major cities in the state of California. Even though, Los Angeles is the primary location, tours are organized within California. However unlike the other tour companies in LA, the tours extend to other areas and not necessarily the city center. It is expected that offering a different exper...

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