Referencing Styles : Harvard Marketing Plan for Shrewsbury Your marketing plan will include the following elements: An executive summary of your marketing plan Background analysis of your business and market Marketing objective(s) Define the customer o Are you going to segment and target a specific group, or mass market? Note that some marketing plans focus only on a specific segment that will be targeted for maximum growth. If this is the case, you will need to outline this segment and justify why this one has been chosen. If you have decided not to focus on a specific segment, you will need to justify this decision instead. Marketing mix tactics o This includes the tactical elements you will use to carry out your strategy and reach your market • Conclusion o In here you should summarise the key elements of your assignment: what was the objective, how did you propose to solve it There are four target markets (p4,McCloy, 2011): • “Traditionals” - ABC1, aged 46 to 65. This more mature market, enjoy intellectual challenges, arts and culture, museums, churches, and historic sites. Enjoy experiences out of the ordinary, favour UK, enjoy short breaks and gardens. • “Discoverers” – C1, mainly under 55, the most active day visitor market but are last minute deal takers and will consider short breaks in rural locations. They are higher spenders and enjoy a relaxed pace of life. They enjoy intellectual challenges but arts and culture are not an important part of their profile. • “Cosmopolitans” - ABC1, age 42 plus, post-family, high income, urban based, active like arts, culture, shopping. Enjoy intellectual challenge and discovery, value peace and relaxation. • “Sightseers and Potterers” (Day Visitors) - ABC1, 45 plus visiting as couples. Demographically broad in its characteristics, this group would be looking for a day out or to get away from it all enjoying the street scene and independent shops and food offer. The Marketing Plan While Shrewsbury has seen a slight increase in numbers since the first implementation of the plan, there is a desire to further increase visitors to the region. You have been asked to act as a consultant and develop a detailed marketing plan for Tourism Shrewsbury. Tourism Shrewsbury have asked that the marketing plan achieve the following: 1. A situation analysis of the marketing environment 2. Identification of one target market 3. Development of marketing objectives that will achieve the desired increase in tourism numbers in the chosen target market. Tourism Shrewsbury has a budget of £100,000 per annum. You will need to consider the constraints of this budget when developing marketing strategies.