Amazon.com or Bol.com. They are not a luxury but a necessity without which you will have great difficulty in passing this module. Kotler and Burk Wood must be used and read. They form the basis from which you gain theoretical knowledge (along with PBL, and Lectures) that is needed to pass the Mid-term Test in Week 5 (more information about the Mid-term Test can be found in chapter 8 of the module book). Besides Kotler, please feel free to consult other books to gain a fundamental understanding of the theory. Please note! This module is based around the application of sound theory to practical marketing problems. It will be impossible for you to pass this module without a firm grasp of marketing principles and theory. This cannot be achieved without the required reading and reference to the text books mentioned.
39 11.4 Marketing Plan Report PART 1: AUDIT In this first part of your report you will deal with the first two stages of the marketing planning process. In the first stage you will be analysing the current situation. You will need to identify your Strengths, Weaknesses, Opportunities and Threats (SWOT). Analysing the strengths and weaknesses is done with an internal audit (e.g. data about the company and its products) and analysing the opportunities and threats is done with an external audit (e.g. PESTEL and competition). After analysing your company and the environment it is important to have a look at your market/customers. This is done in the second stage (2A) of your report. You need to find out who your customers are, but equally important is the information about trends, customer needs, demographics, buying patterns etc. The Market you are dealing with is that of outgoing package holidays from The Netherlands. In the second stage you will focus on this market. Finally the choice of the destination will be based upon your groups research conducted into the company and market it is serving. Therefore it is also essential in the second stage (2B) to find all relevant information about the destination for the new product you are developing. Collecting data from existing resources is inexpensive and forms a basis for effective decision making. There is an incredible amount of data available online. It is important for you to be information specific. A lot of (general) information is out there for you, the only difficulty is finding the right data and information for your specific purpose. This issue of separating what is relevant from what is not is a crucial aspect to pay attention to. This issue of relevance is an important one in marketing planning but also more generally in terms of academic research and writing. You are provided with useful links on blackboard and the library can provide you with other sources of information so make use of this all. You may be confronted with an overload of information but in the end you will need to make the decision as to which data is used and why. To find out more about the tour operators and the (Dutch) market, you can make use of the full text online database from the Stenden library (e.g. WTO e-library, Marketline and Company info can be used). Do not
You've reached the end of your free preview.
Want to read all 62 pages?