Hotel-Marketing-Plan资料下载.pdf
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Hotel-Marketing-Plan资料下载.pdf
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CopyrightPaloAltoSoftware,Inc.(www.paloalto.com).Allrightsreserved.AboutthismarketingplanNames,locations,andnumbersintheoriginalplanmayhavebeenchanged,andsubstantialportionsoftheoriginalplantextmayhavebeenomittedtopreserveconfidentialityandproprietaryinformation.GuidelinesonusingthisplanYYouarewelcometousethisplanasastartingpointtocreateyourown,butyoudonothavepermissiontoreproduce,publish,distributeorevencopythisplanasitexistshere.Requestsforreprints,academicuse,andotherdisseminationofthissampleplanshouldbeemailedtothemarketingdepartmentofPaloAltoSoftwareatmarketingpaloalto.com.Forproductinformationvisitourwebsiteatwww.paloalto.comorcall1-800-229-7526.Learnmoreatwww.paloalto.com“Simplifiestheprocessofbuildingsupportingdocumentationforyourmarketingagenda.”“Createanactionplanforyourmarketingtogrowyourbusiness.”Createamarketingplanthatgetsresults$179.95Version11.0Focusonactionandresults!
@#@PackedwithadviceandexamplesEasyforecasts&@#@budgetsPresentyourplanwithstyleInstantdownload!
@#@Bestsellingsoftware.NowpoweredbyDuctTapeMarketing.Thisisacompleteexampleofamarketingplan.Youarewelcometousethiscontentasaguidewhenplanningyourownmarketingactivities.Tocreateamarketingplanofyourowntogrowyourbusiness,pleaseconsiderourpopularMarketingPlanProsoftware.Learnmoreatwww.paloalto.com.HotelMarketingPlanRiverviewHotelConfidentialityAgreementTheundersignedreaderacknowledgesthattheinformationprovidedby_inthismarketingplanisconfidential;@#@therefore,readeragreesnottodiscloseitwithouttheexpresswrittenpermissionof_.Itisacknowledgedbyreaderthatinformationtobefurnishedinthismarketingplanisinallrespectsconfidentialinnature,otherthaninformationwhichisinthepublicdomainthroughothermeansandthatanydisclosureoruseofsamebyreader,maycauseseriousharmordamageto_.Uponrequest,thisdocumentistobeimmediatelyreturnedto_._Signature_Name(typedorprinted)_DateThisisamarketingplan.Itdoesnotimplyanofferingofsecurities.1.0ExecutiveSummary.12.0SituationAnalysis.12.1MarketNeeds.22.2TheMarket.22.2.1MarketDemographics.32.2.2MarketTrends.42.2.3MarketGrowth.52.2.4Macroenvironment.52.3TheCompany.62.3.1Mission.62.3.2ServiceOffering.62.3.3Positioning.62.3.4SWOTSummary.62.3.4.1Strengths.72.3.4.2Weaknesses.72.3.4.3Opportunities.72.3.4.4Threats.72.3.5HistoricalResults.82.4Competition.92.4.1DirectCompetition.92.4.2IndirectCompetition.113.0MarketingStrategy.113.1ValueProposition.113.2CriticalIssues.113.3FinancialObjectives.123.4MarketingObjectives.123.5TargetMarketStrategy.123.6Messaging.123.6.1Branding.123.7StrategyPyramids.134.0MarketingMix.144.1ProductMarketing.144.2Pricing.144.3Promotion.144.3.1Advertising.154.3.2PublicRelations.154.3.3DirectMarketing.154.4WebPlan.164.4.1WebsiteGoals.164.4.2WebsiteMarketingStrategy.164.4.3DevelopmentRequirements.164.5Service.174.6ImplementationSchedule.174.7SalesPlan.184.7.1SalesStrategy.184.7.2SalesProcess.194.7.3ProspectingPlan.195.0Financials.195.1Break-evenAnalysis.205.2SalesForecast.215.3ExpenseForecast.225.4LinkingExpensestoStrategyandTactics.235.5ContributionMargin.24TableofContents6.0Controls.256.1Implementation.256.2KeystoSuccess.266.3ContingencyPlanning.266.4MarketingOrganization.26Appendix.27TableofContents1.0ExecutiveSummaryTheRiverviewHotel,NotownUSA,isrepresentativeofthefivestarbrandwithintheExclusiveBusinessHotelsoftheWorldgroup.AllRiverviewHotelsareboutiqueproperties,offeringbetween25and35exclusiverooms.TheRiverviewpropertiesarerenownedfortheirconvenientandstrategiclocationswithinmajorcitiesthroughoutthecountry.Alsosynonymouswiththebrandarethehighlevelofpersonalserviceguestsreceive,andtheextensiverangeofcomprehensivebusinessfacilitiesavailableinluxurioussettin
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