THE EXECUTIVE SUMMARY

The marketing plan starts with an executive summary. It is similar to the abstract of a research
paper. The goal of the executive summary is to give a brief and logical presentation of the
contents of the marketing plan. It is written with the top executives in mind. As top executives
have limited time to sift through the detailed plan, the executive summary provides adequate
information that presents the objectives, strategies, and budget of the company. It should be brief
and simple using short sentences and paragraphs. It is written with a "buy-in" strategy in mind.
The summary should be convincing enough for top executives to give the marketing team their
support.

Introduction

1. Current Situation of the Company

The marketing plan begins with an introduction to the current situation of the company. It
discusses the existing product lines, current distribution system, and promotional
strategies implemented to reach its actual sales targets.

It then compares actual sales performance versus sales target. Percentages are used to
analyze the company's bottom line. Occupancy rates, average room rates, and all other
profitability measures will show how the company. performed in the previous year.

2. Environmental Factors

The external environment has an impact on the marketing success of the business.
External factors can cause the decline or increase of one's business. These factors may
include tourism promotions done by the local/regional/ national tourism office,
development of airline routes and infrastructure, new tourist attractions in the area, new
convention centers being built, etc. These external factors may positively or negatively affect
one's business.
3. Competitive Analysis

Competition plays a big role in the success of a business. How a tourism establishment responds
to new players in the market and new strategies of existing markets will make an impact on the
firm's profitability. The marketing team must have a thorough knowledge of its competitors and
their activities. This will enable the company to know how to respond accordingly.

4. Marketing Trends

Knowledge of marketing trends will help marketers plan out product development and
promotional strategies. How has traveler motivation changed in recent years? Do people still
prefer tour packages or have they moved to do-it-yourself tours with the advent of online
bookings? What's the impact of smartphones and social media on the dining choices of
individuals? Recently, buffet dining has been the trend for family celebrations. The presence of
Viking's, Yakimix, Buffet 101, and all these eat-all-you-can restaurants are changing pricing and
product strategies. Will fine dining restaurants become a thing of the past since people prefer the
value-for-money buffet? However, the COVID-19 pandemic has once again changed the trends
for dining and travel.

5. Market Potential

Business development strategies are created based on the market potential of certain products and
services. Creating new demand for an existing product may be tough but creating new demand
through the introduction of a new product may be an excellent way to gain profit.

Some hotels may have high occupancies during weekdays especially those that are in the business
districts. Demand for the weekends should be built and increased. How can marketers develop the
weekend market?

6. Marketing Research Findings

Some established hotel chains and restaurants employ market research firms to evaluate the
external market and identify business opportunities. Smaller firms who may not have the
resources to do this can actually look into market research findings available online or industry
 trends published in research journals to get an idea of the external environment, competitive
analysis, marketing trends, and market information.

BACKGROUND OF THE PLAN

This section reveals the background of why the marketing plan should be created.

1. Property Needs Analysis

Instead of just simply identifying the problems encountered, this section looks into gaps within
the company's profit areas. A property needs analysis is an analysis of major profit areas of the
establishment to see where revenue can be maximized. Instead of just looking at where to cut
costs, a property needs analysis will reveal areas of neglect that could actually generate profit if
given attention.

2. Strengths, Weaknesses, Opportunities, Threats (SWOT)

The usual SWOT analysis needs to be employed when making a marketing plan. The
marketing team should be able to verbalize its strengths and weaknesses (internal attributes
that can be controlled) as well as its opportunities and threats (external attributes that cannot be
controlled and whose effects can be either maximized or minimized).

Strength of our business is the location since we were located near at schools and even officers,
this was perfectly accessible for most of the target market, staffs have their proper etiquette and
character inside the restaurant or dining their works, we are also having the excellent customer
services, the ambiance and surroundings will be totally entertaining and relaxing.

Weaknesses of our business are the permission for room advertising purpose. And additional
employee is equivalent to additional expense for their salaries/wages.

Opportunities of our business is as a new enter, somebody might be curious which will
encourage them to try or taste wherein we only have to make the opening to its very best to catch
their taste and make them back not just once but as this business runs. Making a branch in
different places, the advertising we will conduct weather it’s a personally approach or through
social media.

Threats of our business are the substitution or replacement of products. The changes of prices of
our ingredients needed from the suppliers which will affect our pricing, utensils or equipment
will got destroy these will probably an additional expense. The existing and popular restaurant,
and lastly is if the competitors will imitate our idea or style of packaging.

3. Market Positioning Statement

In line with its corporate mission and goals, a marketing plan should have a positioning
statement of how it wants to differentiate itself and its positioning in the marketplace.
Everyone in the organization should know how the company would want to position itself.
Does it want to be on the high-end or low-cost market, leisure or corporate market, or other
such positioning choices?

OBJECTIVES

Objectives are goals that companies want to achieve within a certain period of time. They provide a
clear direction for the strategies, tactics, and activities that will be done. By writing them down, the
company is committing to using all its resources to achieve them.

Be careful, however, in coming up with objectives that are vague and immeasurable such as "to be the
best hotel in the region" or "to provide quality service to all our guests." Objectives need to have the
following qualities:

• Quantitative - expressed in monetary terms, units of measurements, time specific, and profit
margin specific

• SMART - Specific, Measurable, Attainable, Realistic, and Time-bound

TARGET MARKET

Our target market is the below 12 and +18 years old above, professionals and non-professionals.
Have the passion and food lovers that will loves our foods in our Smollthings Burger. Our target
market is live in New Washington, visited new wash can also have the balik-bayan, local tourist
or other citizens.

• Businesses often target local residents in Aklan, especially those looking for a casual dining
option. Engaging with the community through events or partnerships can enhance this appeal.

• Smollthings burger shops cater to families by offering kid-friendly meals and value deals.
Family-oriented promotions, combo meals, and a casual dining environment can attract this
segment.
• With the growth of food delivery services, burger shops may target customers who prefer to order
food online, focusing on convenience and speed.

MARKETING STRATEGIES

An overarching creative strategy can help put together the marketing strategies. Similar to how the
Philippines declares that "It's More Fun in the Philippines" and comes up with products, services, and
promotional tactics that revolve around the common theme of "fun," tourism products and services,
based on their positioning, image, and branding, can create a marketing slogan that would summarize
what the product or service is about.

1. Product Strategy. A discussion on the new products to be launched, innovations, or upgrading

of products and services is included in this section. This may also include new packaging ideas,
product bundles, and new product features or enhancements.

2. Pricing Strategy. A review of pricing objectives, pricing strategies, and possible discounting
schemes is covered in this section.

3. Promotional Mix. A presentation of promotional tools to be used to achieve the strategies is

the main content of this section. Marketers may propose a variety of advertising options, sales
 promotional tools, public relations activities, direct mail campaigns, personal selling
techniques, and the like to meet the marketing objectives. A media plan on when and what
media channels will be used is also included. It is not necessary to use all the promotional
tools. Use only the tools that will help meet both the objectives of the plan and the company's
budget.

4. Distribution Strategy. This section should include the key intermediaries that will be helpful
in achieving the marketing objectives. It should carefully assess the current distribution system
and make recommendations on how best to maximize the product's reach using different
distribution channels and marketing intermediaries.