Planning and positioning

The marketing plan

A marketing plan establishes a direction for your business. It identifies a marketing budget, sets out a media and promotion timetable, and outlines a plan to review the success (or otherwise) of your marketing efforts.

The basic elements of a marketing plan are:

  • Overview
    Business Description
    Mission statement
  • SWOT analysis
    Strengths, weaknesses, opportunities and threats
  • Positioning
    Positioning statement – what is my competitive advantage?
    Consumer profile – who are my customers?
  • Marketing mix (the 6 P's)
    Product or service
    Place or distribution
    Promotion or selling
  • Monitoring
    Review performance of as part of your Business Plan.

Find out more on the Tourism Excellence website External link

Five essential tips for growing your tourism business:

  • Stand out from the crowd
  • Get your website working and continually updated
  • Encourage your customer to share their experiences
  • Find your target audience and join the conversation
  • Be found in search engines


Positioning means designing your product to suit your target market. Before you do this you need to know who your customers are. How you position your product will be determined by the customers you are targeting. Market research is most helpful in analysing potential target market segments. An important consideration when positioning your product is how you are going to reach your customers.

Your choice of distribution channels is an important element in positioning your product because it is through these channels that your customers will get the first impression of your product. You need to establish within your target markets a perception about your product that will differentiate it from that of your competitors. The name of your company, along with the price of your product, the design of the brochure, photography and advertisements will establish and reinforce your unique position in the mind of your customer.

Your competitive advantage is what makes your product more appealing than those of your competitors. It may be something unique you have to offer, it may be superior service or extra value included in the price you charge.

Find out more on the Tourism Excellence website External link

Last Updated 15th August 2017