The document outlines the SOSTAC framework for developing a marketing plan. It consists of 6 elements - Situation, Objectives, Strategy, Tactics, Actions, and Control. The framework helps establish objectives and determine strategies, tactics, and actions to achieve objectives. It also emphasizes the importance of developing a detailed, measurable action plan and controlling implementation. The document then provides examples of how to apply the SOSTAC framework to analyze a hotel group's marketing approach and website.

1. Tuli Hotel Group

2. SOSTAC is an Acronym for the 6 basic elements of the
Marketing Plan:
• Situation Where are we now?
• Objectives Where do we want to get to?
• Strategy How are we going to get there? – The Big
Picture
• Tactics How are we going to get there? – The Detail
• Actions Who is going to do what and when?
• Control How can we control, measure and develop the
process

3. • One thing you need to be aware of: Often people deal
with the SOS as a wish-list of achievements and then fail
to develop and implement a detailed, controllable &
measurable action plan (the TAC). This leads to a
statement of great goals with no clear idea of how – or
even if you can achieve them.

4. • How are we performing?
• What are our distinctive competitive (marketing)
advantages?
• How effective is our Marketing Mix?
• Are we focusing on the best segments with the right type
of customer?
• Are we using the most appropriate channels for
communication and distribution?
• What uncontrollable event(s) or trend(s) can impact my
business?

5. STRENGHT WEAKNESS
Consist of 3
No existence to
hotels and 4
any social media
resorts
Target market are
family, business,
leisure, Lack of identity
honeymooner,
conferences
Location and the Pages that are
surroundings uncompleted

6. • Business Mission?
• Business Objectives?
• Marketing Objectives - Business Development?
• Marketing Communication Objectives?
• The SMART Test for Objectives
• Make sure your objectives are practical and measurable. Do they
fit the following criteria?
• Specific (with numbers)
• Measurable (to monitor progress and confirm achievement)
• Actionable (can we do it?)
• Reasonable (realistically attainable)
• Timed (incorporate deadlines)

7. • Interaction between the guest and the website
• Deliver appropriate information that the guest needs
• Retaining Potential Clients
• Expanding Geographical Reach
• Selling product/service
• Organization Details
• Professional Appearance.

8. • Segmentation - How do we want to divide up the market(s)?
• Targeting - Which segments of the market do we wish to focus
upon?
• Positioning - How do we want to be perceived in each different
target segment?
• Add the 3m's
• Now add in the 3M's - the three key resources, Men, Money
and Minutes.
• Men meaning men and women, expertise and abilities to do different
jobs.
• Money means budgets - have we the money?
• Minutes mean time - what are the time scales, schedules or
deadlines? Is there enough time?

9. • Men:
• One graphic web planner to reform the homepage
• One photograph to take professional hotel picture
• Money:
• Labor cost
• Minutes
• Improvements and implementations to the homepage and website
• Monitoring the guest browsing
• Stay up to date

10. • Which Communication Tools are we going to use?
• How are we going to use them?
• What message(s) do we wish to communicate?
• Are we being consistent across different tools and
messages?
• Do we have the necessary resources/budgets?

11. • Good Visual Design
• Thoughtful User Interface
• Primary Navigation Above The Fold
• Repeat Navigation In The Footer
• Meaningful Content
• A Solid About Page
• Contact Information
• Search
• Sign-Up / Subscribe
• Sitemap
• Separate Design from Content

12. • Who is going to do what?
• When are they going to do it?
• What is the resource allocation for the action?
• What are the key performance measurements?
• How is performance going to be recorded?

13. Step 1 • Add social media links
Step 2 • Add a site map
Step 3 • Add true professional images of the hotel
Step 4 • Add search bar
Step 5 • Fix and have a structured text more attractive
Step 6 • Fix pages links and build online console at the homepage
Step 7 • Add sign up icons

15. • Do action performance measurements relate to
objectives?
• Responsibility for measurement?
• Frequency of measurement?
• Resources for measurement?
• Review of measurements?
• Actions on variance?

16. • Having a website control system
• Keeps the context secure
• See the users and block spams
• Increase productivity
• Filter Internet use
• Manage social media use
• Proactively protect your network
• Monitor browsing on the homepage
• See the interaction of the guest and the website through
the clicking and the time stayed on each page