Task: Based on findings of Assignments 1 and 2 (including feedback on your assignments from your lecturer), you are required to develop a Strategic Marketing Plan for your selected enterprise. For each Section of your Marketing Strategy, you are required provide a rationale for your decisions related to best practice strategic concepts for effective and innovative marketing for tourism and hospitality enterprises introduced in Topics 4 to 10.

Instructions

Prepare a Strategic Marketing Plan that comprises the following sections:

S1. Executive Summary  - prepare a one page executive summary related to the important recommendations of your Strategic Marketing Plan.

S2. Mission Statement - develop a mission statement for the enterprise, or enhance the enterprise's existing mission statement.

S3. Goals and Objectives - determine marketing objectives for the 12 month period that will inform the development of your Strategic Marketing Plan.

S4. Market Segmentation Strategy - using feedback provided by your lecturer for Assignment 2, identify the primary markets that will be addressed in your 12 month Strategic Marketing Plan for your selected enterprise.

S5. Positioning Strategy - identify the different product and experiences and explain how they are to be positioned to the identified target markets.

S6. Strategic Action Plan - taking 12 month perspective, identify and explain marketing strategies and innovative tactics to address marketing objectives (S3) for each of the target markets (S4). You should provide a timeline for each strategic initiative.