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SOSTAC ANALYSIS

SOSTAC ANALYSIS. Tuli Hotel Group. SOSTAC INTRODUCTION. SOSTAC is an Acronym for the 6 basic elements of the Marketing Plan : S ituation Where are we now? O bjectives Where do we want to get to? S trategy How are we going to get there? – The Big Picture

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SOSTAC ANALYSIS

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  1. SOSTAC ANALYSIS Tuli Hotel Group

  2. SOSTAC INTRODUCTION 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. SOSTAC INTRODUCTION • 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. SOSTAC- SITUATION • 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. SOSTAC- SITUATION

  6. SOSTAC- OBJECTIVES • 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. SOSTAC- OBJECTIVE • 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. SOSTAC- STRATEGY • 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. SOSTAC- STRATEGY • 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. SOSTAC- TACTICS • 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. SOSTAC- TACTICS • 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. SOSTAC- ACTION • 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. SOSTAC- ACTION

  14. SOSTAC- ACTION

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

  16. SOSTAC- CONTROL • 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

  17. SOSTAC-

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