HMT 2227 Marketing Final Evaluation (100) Directions: Find a marketing plan for a hospitality business. You may use the internet or any resources you may have. Evaluate the marketing plan for the following criteria: 1. Executive Summary 2. Business Description 3. Environmental Scan 4. Target Market 5. Goals 6. Marketing Strategies 7. Tactics B. Budget 9. Analysis and Evaluation Evaluate means analyze whether each element was used and used effectively. Explain why or why not. Don't merely say yes or no. Look at the information and make a determination of whether or not it meets the criteria for a marketing plan. o Explain why you said yes or no. What did are three things you liked about this marketing plan? What are three things that would improve this marketing plan? You must include a source page listing any sources you used. You must use proper punctuation, grammar, spelling, formatting. This paper should have an introduction, 9 paragraphs (minimum) for the evaluation, and a conclusion, which means a minimum of 11 paragraphs. This is your opportunity to show what you know and understand about marketing. Use your book, information from the internet and the resources in ELearn to base your evaluation upon. Cite your sources. Use 12 font and double space. Grading: The Marketing Plan Research culminates in developing a marketing plan. The marketing plan is the road map of how the business plans to achieve its long term and strategic goals via marketing. Marketing plans, typically, are written yearly, and the effectiveness of the overall plan, is analyzed during this process. The marketing plan has key elements including: Executive Summary This summarizes the business, its goals and its recommendations for the upcoming year, Description of the Business Value, Vision and Mission Statements. SWOT analysis How the business differs from its competitors Environmental Scan micro environment o macro environment Target Market Goals Who is the customer? What are the goals to be accomplished this year? Marketing Strategies How will the goals be met? Marketing Tactics What tasks will be used to achieve the goals? Budget o How much will marketing cost? What is the cost benefit ratio of the marketing plan? Analysis How will you know when the goals have been completed? < Printer-friendly version Failing to plan is planning to fail. Alan Lakein Evaluation of 9 elements above (54 pts each) Strengths and Weaknesses (12 pts) Introduction (10 pts) Conclusion (10 pts) Sources (4 pts) Grammar, punctuation, spelling, etc. (10 pts). READ THIS Further information on marketing plans: The Ingredients of a Marketing Plan