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Strategic Marketing Plan - Essay Example

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Strategic Marketing Plan

The valley of Swat is known for its amazing natural beauty and therefore there is a huge attraction for domestic and international tourists. In order to resume tourism in the valley after the removal of terrorists hold, this report presents a three year long marketing strategy which is categorized into three phases. The first phase will focus on attracting domestic tourists; the second will focus on domestic and international tourists, while the third phase will concentrate only on attracting international tourists towards Swat valley. The marketing plan presents an overview of the financial aspects of the strategy. Strategic Marketing Plan Resuming Tourism in Swat Valley (Pakistan) Introduction This report covers a strategic marketing plan for resuming tourism in the Swat valley located in the South Asian state, Pakistan. The valley of Swat had been under the control of terrorists and extremists before a successful military operation conducted by the Pakistan Armed Forces in 2009 (Khan 2010). The structure of the report is based on the marketing plan structure presented by McDonald (2008). The marketing plan is based on the following structure: Part 1: Goal Setting This part presents the goal set to be achieved from the marketing plan presented in this report. ...
Moreover, the monitoring of the outcomes of the marketing plan after its implementation are also being discussed in this part. 1. Goal Setting The aim of this market plan is to resume tourism activities in Swat Valley in Pakistan by taking into consideration the competitive advantages of the place as against the tourist destinations in the region of South Asia. 1.1. Marketing Objectives In order to present a direction for the goal of this marketing plan based on SMART objectives (Doran 1981), following are the strategic marketing objectives which are planned to be attained: To resume tourism activities in Swat valley; To promote the soft image of Swat valley and its people by conducting various events and projecting them to the outside world; To resume tourism activities in Swat by following a step wise strategy which focuses on domestic tourists first and then international tourists; To generate positive cash flows from tourist activities in the second year of the implementation of the marketing plan; To increase cash inflows from domestic tourists visits by 60 percent as compared to the first year in comparison with the first year; To increase cash inflows from international tourists’ visits by 33.33 percent in the third year in comparison with the second year. 2. Situation Analysis Following is an analysis of the situation relating to tourism in Swat valley, which considers different aspects relevant in devising a tourism marketing strategy for Swat. 2.1. Swat Valley Swat is a famous tourist destination in the northern regions of Pakistan, administered under the government of “Khyber Pakhtunkhwa” Province of Pakistan. The valley of Swat lies in the upper parts ...Show more


Executive Summary
This report presents a marketing plan aimed at resuming tourism in the valley of Swat located in Pakistan. The valley of Swat remained under the control of terrorist organizations until the military operation was carried out. …
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