In this second chapter of the post series The Marketing Plan: the Guam Email List essential business management tool we are going to start building the house from the foundations and not from the roof, establishing a useful work plan for the execution of a Marketing Plan Annual. For this reason we will go into detail in the analysis of the environment, variables and factors necessary to get the most out of it, guidelines and help … In this way, in each delivery we will advance step by step, in key concepts and ideas. Of course, requests and suggestions are accepted through the Your Consultation section of this blog. Will you accompany me on this adventure? The definition of the word environment is clear and concise “everything that surrounds” , therefore when designing and carrying out a business marketing plan it is totally necessary to analyze all the variables, factors, indicators … that surround the company, business or idea. A step that is often reviled and undervalued.
To demonstrate, that despite being laborious, it is a simple but essential analysis, imagine that we were responsible for marketing a hotel in the city of Malaga and they will ask us to list elements, temporary or not, that “surround” our hotel and that could affect the development of our activity: – The economic and social situation of the city and the autonomous community. – The economic situation of the country, which is our brand image abroad and a possible determining factor for the visit of future travelers / tourists. – The rest of the hotels in Malaga and perhaps in Andalusia or Spain. – Socio-demographic data of the population: local, provincial, national … – The online environment, as more and more hotel reservations are made through online platforms. – The city’s tourism plan for the next few years. – The local festivals. Imagine that neither Easter nor the fair were celebrated, two key milestones in hotel occupation. – The profile of national and international tourism. – Legislation, such as a VAT increase.
– Opening of new facilities in the city or public works (airport terminal expansion, new AVE connections, cruise terminal expansion …) It is evident that all these “external” factors will influence in one way or another in the development of the hotel and therefore of my company, both in the fulfillment of the objectives , eu phone number and in the action plan foreseen for next year, since this, You can consider measures that touch any of the aforementioned factors. If we group all these variables according to the level of action of the company on each of them, we would obtain that: 1.- Some would be general aspects, at a macro level, of national and international involvement, on which we could hardly influence, which affect the sector in which I operate, my market, my client … and that are often imposed. Therefore factors that must be known and taken into consideration when we make forecasts and actions. This is what we would call the analysis of the Macro environment.