Corporate Strategic Planning

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STRATEGIC TOURISM PLANNING
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• An business organization exists
• to accomplish value creation for target
  customers

• Products and services
• Attributes
• Features
• Benefits
• Values
• Satisfying needs and wants

Discovery Development Delivery
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2. Scanning and analysis

• An organization operates in different
  environment, namely politics, economics,
  socio-culture, technology and competition
  (C-PEST)
• There are strengths and weaknesses in the
  company, and opportunities and threats in the
  companys external environment. (SWOT)

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Answer to the environments

• learning
• Adapting
• Influencing
• Manipulating
• Leveraging
• Restructuring
• TOWS Metric

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Important Trends

• Political shift
• Economic blocks
• Economic development
• Social changesVALS (Values and life styles),
  preferences, tastes, beliefs, perceptions, and
  attitudes
• Technological development
• Demographic shift
• Natural and ecological changes
• Sustainability planning
• Globalization

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Trends

• A marketing plan will be more successful if it is
  in line with strong trends, rather than opposed
  to them.
• Companies must monitor demographic, economic,
  natural, technological, political/legal and
  social/cultural forces.
• Modern consumers will pay more for green
  products.
• Internationalization is imperative
• Marketers must be aware of diversity of different
  generation cohorts.
• Increasing alliances and partnerships.

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Trends

• Major technological advances.
• Rise of the Pacific Rim
• Rise of modern trade
• Rising e-commerce.
• Increasing importance of speed and convenience
• Mens and womens roles shift.
• Collaboration and co-creation between sellers and
  buyers as well as among buyers through various
  digital platforms.

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Trends

• - Medical and health issues are changing.
• Power of computers and microprocessors increasing
  exponentially.
• Branding becoming more important.
• Increased use of credit cards and increasing
  consumer debt.
• Global growth of e-commerce/Internet users

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3. Management must define its mission and vision

• What is our business?

• Who is our customer?

• What is value to our customers?

• What should our business be?
• Why do we exist?
• Where and what you want to be in

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4. Core Competencies

• Four distinct features
• 1. Knowledge
• (what you know and learned)
• 2. Experience
• (what youve been through
• 3. Resources
• (what you have)
• 4. People
• (what you do and how you do it)

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5. Strategic elements

• What market do to want to get in?
• How do you segment your market?
• What segment is your target market?
• What is the profile of your target market?
• What offering do your have for that market?
• What is the positioning of your
  product/service?
• What is your generic competitive strategy?
• What are your marketing mixes?
• Remarks all of these strategic elements must be
• cohesive with your mission, vision, policy, and
  core
• competency.

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6. PHILOSOPHY OF KILLING STRATEGY

• Embrace innovation.
• Make every product better than its ever been
  done before.
• Manage both hard factors and soft factors.
• Operate with a sense of excellence.
• Give the same attention to the smallest detail
  as you do to the largest.
• Sustain your competitive advantages.

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7. A vision statement should describe

• Whats happening to the company and its
  competition
• What the company wants to do about it to achieve
  its mission.
• And should guide decision-making for the future
  growth.

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8. Typical Ideal Vision
A. Product leadership

• Innovation for cost-efficient focused
  diversified
• high quality

• Best service in town

D. Globalization with world class standard
E. Provide total solution to better human life
and sustain ecological environment
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• 9. The companys specific mission or purpose is
  usually clear when the company is founded.

• Over time the mission may change due to
• changing market conditions
• Or the corporation makes changes by
• adding new products and services

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10. Marketing Mixes

• Product
• Price
• Place
• Promotion
• Packaging
• Public relations
• People
• Process
• Planning policy
• particularity

• Power
• Population
• program
• Partnership
• Permission
• Positioning
• Package
• Payment
• Physical environments
• Purple cow

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11. IMC Plan

• Advertising
• Public Relations
• Events
• Sales promotion
• Direct marketing
• Interactive
• Demonstration center
• Show room

• Merchandising
• Display and P.O. P
• Publications
• Services
• CRM
• CEM
• Call center
• Brand ambassadors

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12. Elements of Marketing Plan

• Executive summary
• Table of Contents
• Situation Analysis
• (C-PEST)
• SWOT Analysis
• TOWS matrix
• Objectives
• Assumptions

• Strategic statement
• Segmentation
• Targets
• Positioning
• Generic strategy
• Tactical decisions on marketing mixes
• Budgeting
• Action plan

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13. Innovative Marketing

• Brand Marketing
• Content marketing
• Experiential marketing
• Relationship marketing
• Digital marketing
• Image marketing
• Retrospective marketing

• Blue ocean marketing
• White ocean marketing (Marketing 3.0)
• Low cost marketing
• Precision marketing
• Retrospective marketing

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• 14. Successful companies raise these questions
  constantly. The answers are shaped by

• Has the mission be achieved?
• Is the company is market-driven?
• How well the company respond to
• the environment?
• How well does the company leverage
• resources and its distinctive competency?
• Does it has superior and relevant value
• for the target market?
• - Is it good at both offensive and defensive
  marketing?

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END