Sports Tourism Project Plan

Sports tourism project planning document

Sports tourism project planning document

(1) Market situation analysis

To understand the size of the entire market and the comparison between ourselves and the enemy, market situation analysis must include the following 12 items:

(1) The size of the entire product market.

(2) Comparative analysis of sales volume and sales of each competing brand.

(3) Comparative analysis of the market share of each competing brand.

(4) Analysis of consumer age, gender, occupation, education, income, and family structure.

(5) Comparative analysis of the advantages and disadvantages of each competing brand product.

(6) Comparative analysis of the market areas and product positioning of each competing brand.

(7) Comparative analysis of advertising costs and advertising performance of competing brands.

(8) Comparative analysis of promotional activities of various competing brands.

(9) Comparative analysis of public relations activities of various competing brands.

(10) Comparative analysis of pricing strategies of various competing brands.

(11) Comparative analysis of sales channels of various competing brands.

(12) The company’s profit and loss analysis in the past five years.

(2) Planning text

The text of the planning document consists of 6 major items, which are explained below:

(1) The company’s main policies

Before formulating a business plan, planners must have in-depth and detailed communication with the company’s top leadership on the company’s future business policies and strategies to determine the company’s main policies. Both parties need to discuss the following details;

Determine the target market and product positioning.

Is the sales goal to expand market share or to pursue profits?

Formulate pricing policy.

Determine the sales method.

Advertising performance and advertising budget.

Focus and principles of promotional activities.

The focus and principles of public relations activities.

(2) Sales target

The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).

Quantifying sales targets has the following advantages:

Provides a basis for testing the success or failure of the entire marketing plan.

Provide a basis for evaluating work performance goals.

Provide a basis for formulating the next sales target.

(3) Promotion plan

The purpose of the planners in formulating the promotion plan is to help achieve sales targets. The promotion plan includes three parts: goals, strategies, and detailed plans.

①Goals

The plan must clearly state the goals of the promotional activities that are expected to be achieved in order to achieve the sales goals of the entire plan.

②Strategy

After deciding on the goal of the promotion plan, the next step is to formulate a strategy to achieve the goal. The strategy of the promotion plan includes four major items: advertising performance strategy, media utilization strategy, promotional activity strategy, and public relations activity strategy.

Advertising performance strategy: Determine the theme of policy performance based on product positioning and target consumer groups.

Media usage strategy: There are many types of media, including newspapers, magazines, television, radio, leaflets, outdoor advertising, etc. What kind of media should be chosen? What percentage of each? What is the audio-visual rate and contact rate of the advertisement?

Promotional activity strategy: the objects of promotion, the various methods of promotional activities, and the expectations for various promotional activities What is the effect achieved.

Public relations activity strategy: the objects of public relations, the various methods of public relations activities, and what are the goals of holding various public relations activities.

③Detailed plan

Details the details of implementing each strategy.

Advertising performance plan: design of newspaper and magazine advertising drafts (titles, text, patterns), creative scripts for TV commercials, broadcast drafts, etc.

Media use plan: Choose popular or professional newspapers and magazines, as well as publication dates and page sizes; choose program time and frequency for TV and radio advertisements. In addition, CRP (total audiovisual rating) and CPM (average cost per thousand people of advertising information) should also be considered.

Promotional activity plan: including product purchase display, exhibitions, demonstrations, draws, and gift samples, Tasting sessions, discounts and more.

Public relations activity plan: including shareholder meetings, company news releases, company internal publications, employee parties, charity activities, contacts with the media, etc.

(4) Market research plan

Market research is a very important part of the planning project. Because the market data and intelligence obtained from market research are an important basis for formulating marketing plans. In addition, most of the 12 items of information in the first part of the market situation analysis mentioned above can be obtained through market research, which also shows the importance of market research.

However, market research is often ignored by senior leaders and planners. Many companies invest large sums of money in advertising every year without paying attention to market research. This misconception must be changed as soon as possible.

Market research, like the promotion plan, also includes three major items: goals, strategies and detailed plans.

(5) Sales management plan

If the plan is regarded as a joint operation of land, sea and air, the sales target is the purpose of landing. The market research plan is responsible for providing intelligence, the promotion plan is the cover of the navy and air force, and the sales management plan is the action of the army. With the effective support of intelligence and the cover of the powerful navy and air force, it is still necessary to lead the army's siege in order to gain a decisive victory. victory. Therefore, the importance of sales management plan is self-evident. The sales management plan includes sales supervisors and staff, sales plans, selection and training of salesmen, incentive salesmen, salesmen's compensation system (salary and bonus), etc.

(6) Profit and loss estimate

The sales target that any planning project hopes to achieve is actually to achieve profits, and the profit and loss estimate is to estimate the product’s performance in advance. Profit before tax. As long as the expected total sales of the product is deducted from the sales cost, marketing expenses (distribution expenses plus management expenses), and promotion expenses, the pre-tax profit of the product can be obtained.

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