This document outlines how to develop an effective marketing plan for a tourism enterprise. It discusses 10 key elements that should be included: 1) statement of purpose, 2) situation analysis, 3) objectives, 4) overall marketing strategy, 5) marketing mix tactics, 6) market research program, 7) financials, 8) timing, 9) measuring results, and 10) appendices. The situation analysis identifies the target markets, customer needs, competitors, and performs a SWOT analysis. Objectives should be specific, time-bound, measurable, and achievable. The marketing strategy identifies how goals will be reached through product, price, promotion, and placement tactics.

1. Marketing Planning How to Develop a Practical Marketing Plan Tourism Enterprises Hillary Jenkins, Otago Polytechnic 2008

2. + Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing Planning How to Develop a Practical Marketing Plan