Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Developing the StrategyDeveloping the StrategyChapter VIChapter VI

Developing the StrategyDeveloping the StrategyChapter VIChapter VI

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

Marketing StrategyMarketing StrategyMarketing StrategyMarketing Strategy

Marketing strategy is an investigated, educated, well thought out plan used to determine agency marketing objectives and determine the most effective path for

leisure service agencies to achieve their overall agency objectives.

• What is the historical development of my agency?• Where is my agency currently regarding financial status,

organizational structure, and general practices?• Where is my agency headed in the future?• What is occurring in the industry and global environment?• Who are my competitors, what do they provide and how do I

compare to them?• Who is the desired market area made up of?• What potential targeted markets are available to me?• What target markets make the best sense to pursue?• What are our agency’s strengths/weaknesses?• How are we going to differentiate ourselves from the

competition?

Marketing Strategy RoleMarketing Strategy RoleMarketing Strategy RoleMarketing Strategy Role

Marketing Strategy DevelopmentMarketing Strategy DevelopmentMarketing Strategy DevelopmentMarketing Strategy Development

• Situational assessment:

- Company

- Consumers

- Competition• Strengths, weaknesses, opportunities and threats

(SWOT)• Target markets identified• SWOT per target market• Positioning per target market• Marketing objectives per target market

Agency AssessmentAgency AssessmentAgency AssessmentAgency Assessment

• Agency history• Agency philosophy including mission, values and

beliefs• Agency inventory: products, services programs,

facilities and policies and procedures• Operational issues and structure• Various stakeholders• Strategic objectives/master plans• Financial status and financial goals • Market share analysis• Historical marketing efforts• Image as viewed by those inside and outside of the

agency

Value of Agency AssessmentValue of Agency AssessmentValue of Agency AssessmentValue of Agency Assessment• Ensures all those in the agency agree to the historical,

current and future direction of the agency.

• Provides a means to communicate with staff, board members/owners and other stakeholders.

• Provides various internal information in one source, which can be used for various functions, including training and funding opportunities.

• Assists in determining agency strengths and weaknesses.

• Identifies potential communication messages to be used in a communication plan.

Global AssessmentGlobal AssessmentGlobal AssessmentGlobal Assessment• Political issues

• Technological advancements

• Legal issues

• Economic issues

• Societal trends

• Health Issues

• Environmental Concerns

• Educational Issues

Industry AssessmentIndustry AssessmentIndustry AssessmentIndustry Assessment

• Future product, service, program or facility development

• Potential markets

• Answers to current or future challenges

• Suppliers and technological advancements

Marketing AssessmentMarketing AssessmentMarketing AssessmentMarketing Assessment

• Current consumers served

• Market area demographics Population and socio-demographic

characteristicsCultural characteristicsVarious types and sizes of agenciesNeeds and wants in specific leisure offeringsSocio-economical background of the populationConsumer behaviors

• What do they charge? • What products, services, programs or facilities do they

offer? • When are they open? • Whom do they serve?• How to get the information?• Direct participation in their programs• telephone and email competitors• Review Internet websites and all marketing/promotional

materials

• Read local newspapers, trade journals

Competitive AssessmentCompetitive AssessmentCompetitive AssessmentCompetitive Assessment

Value of a Competitive AnalysisValue of a Competitive AnalysisValue of a Competitive AnalysisValue of a Competitive Analysis

• Allows you to strategically plan

• Provides insight for target market selection

• Provides a means for establishing your competitive advantage/differentiates you from the competition

• Provides CRITICAL information for pricing

• Helps sell your ideas to others

CompetitorsCompetitorsCompetitorsCompetitors

• Direct competitors

- similar leisure activity the agency provides

• Indirect competitors

- other leisure agencies whose offerings are

not identical to those provided by the agency

Strengths, Weaknesses, Strengths, Weaknesses, Opportunities and Threats (SWOT Opportunities and Threats (SWOT

Analysis)Analysis)

Strengths, Weaknesses, Strengths, Weaknesses, Opportunities and Threats (SWOT Opportunities and Threats (SWOT

Analysis)Analysis)• The purpose of a SWOT analysis is to review the

agency’s current potential, as well as evaluate its

future potential.

• Designed to formally understand the agency’s competitive advantages and develop a strategy for achieving organizational objectives.

SWOT AnalysisSWOT AnalysisSWOT AnalysisSWOT Analysis

What are our . . . Questions to then ask . . .

Strengths How are we going to maintain these?

Weaknesses What are we going to do to improve on these?

Opportunities What are we going to do to capitalize on these?

Threats What are we going to do to minimize these?

Strengths Strengths Strengths Strengths

1. Products, programs, facilities, and services that the agency provides?

2. They way in that we provide these (e.g. quality service)?

3. Why do consumers select us over others?

4. How are we uniquely different from our competitors?

5. How are we financially performing compared to others?

WeaknessesWeaknessesWeaknessesWeaknesses

1. What would stakeholders change about us if they could?

2. Why and how do competitors operate more successfully?

3. What internally have we identified as areas to improve upon?

4. Do competitors have specific market segments conquered?

OpportunitiesOpportunitiesOpportunitiesOpportunities

1. What market opportunities exist (e.g. those not focused on by others?)

2. What are the trends not yet captured in the market?

3. Internally, how will the agency be changing in the future and what can be done to capitalize on these changes?

ThreatsThreatsThreatsThreats

1. What is the competition doing that could impact our agency development?

2. Are there changes in demand that will require our agency to act differently?

3. Are there changes in technology, the economy, or politics and regulations that will impact our agency?

Value of SWOT AssessmentsValue of SWOT AssessmentsValue of SWOT AssessmentsValue of SWOT Assessments

• A tool to analyze the variety of data collected from the various assessments

• An opportunity to identify the agency’s competitive advantages

• A focus for the agency, an idea of the steps to take to improve

• Justification for the marketing plan’s activities/efforts