Discussion questions
1. Some critics claim that a company mission is a meaningless PR statement and the
time spent on formulating it is as waste. What do you think of this statement?
A mission is externally an public relation statement but it is more than that. Internally
it helps everybody to understand the aim of the organization or company. The
mission has to be very broad because it has to adopt on multiple situations and it is
for the long-term. It will take some time but it is no waste of time, when you create a
mission with your team you already discuss about it and all people become on one
line. You create a strong team perspective.
2. When developing a market plan, what is more important: the internal or the external
analyses?
Both analyses are equally important and a good balance is crucial.
A good internal analyses helps the company discover their strengths and
weaknesses, they can improve their product or service thanks to this research.
The external analyses is also important because a company has to know what the
customer want and how the market will change in the future.
3. Why are demographic developments important for organisations and how is this
related to the ‘marketing concept’? Explain and provide 2 answers for the travel and
tourism industry
The demographic developments help to choose the target group. The marketing
concept focus on the needs and wants of the potential customers. The external
analysis make things more accessible for companies, it shows you when you have to
change the product a bit or the way how to promote it. A company has to adapt their
products and services to their targetgroup, the needs and wants are related to the
demographic developments.
- Ageing population, difference in purchase power, staycation, solo travel.
4. Can a company be successful without having a strategic marketing plan?
A company can be successful without have a strategic marketing plan but this is very
unlikely. If a company doesn’t have a strategic marketing plan, different departments
will develop their own objectives and the company goal would never or hardly be
achieved. The plan establishes the thread by clarifying the connection between all of
the strategic decisions that affect the company’s survival and success.
If you have a smaller company or a less complex portfolio it is also doable to be
successful without a strategic plan, all empoyees are already on the same page.
Usually if you have a long term objective is easier to create a marketing plan.
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