Developing a Marketing Plan for Adventure Hire

The assignment involves creating a marketing plan for adventure hire services that targets people who love adventure and are of all ages. The plan should be developed within a 6-month timeframe to achieve desirable outcomes and goals. It requires evaluating strengths, weaknesses, and external environment factors to reach the desired outcome.

Develop a Marketing
Plan.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Section 1 Devise marketing strategies.............................................................................................4
(a) Evaluate marketing opportunity options that address organisational objectives and evaluate
their risks and returns in the selection process............................................................................4
(b)Develop marketing strategies that address strengths and opportunities within the
organisation’s projected capabilities and resources....................................................................5
(c) Develop strategies which increase resources or organisational expertise where gaps exist
between current capability and marketing objectives.................................................................5
(d)Ensure strategies align with organisation’s strategic direction..............................................6
(e) Develop a marketing performance review strategy, incorporating appropriate marketing
metrics to review the organisational performance against marketing objectives........................6
Section 2 Plan marketing tactics......................................................................................................7
a. Tactics to implement each marketing strategy in terms of scheduling, costing,
accountabilities and persons responsible....................................................................................7
b. Coordination and monitoring mechanism for scheduled activities.........................................7
(c) Explain how the tactics are achievable within the organisation’s projected capabilities and
budget..........................................................................................................................................8
d. The way in which tactics meet legal and ethical requirements...............................................8
e. The ways through which tactics provide for ongoing review of performance against
objectives and budgets and allow marketing targets to be adjusted if necessary........................8
Section 3 Prepare and present a marketing plan..............................................................................9
(a)Write and explain marketing plan meets organisational, as well as marketing, objectives
and incorporates marketing approaches and a strategic marketing mix......................................9

(b) Ensure marketing plan contains a rationale for objectives and information that supports the
choice of strategies and tactics....................................................................................................9
(c) Present marketing plan for approval in the required format and time frame.......................10
(d) Adjust marketing plan in response to feedback from key stakeholders and disseminate for
implementation within the required time frame........................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential activity for an organisation to reach at large consumer base and
mould products according to consumer need and demand. To grab opportunities organisation
have to prepare marketing plan which is an comprehensive official document or blueprint that
defines about marketing and promotional efforts for upcoming time. In marketing plan to achieve
business objectives and goals some specified activities should be framed. This report is based on
adventure hire company that deals into hiring of full range of vehicles for tourist in different
regions. This report focus on problems that face by adventure hire company while driving in
remote areas that damage their vehicles and damage their public relations. To minimize these
issues organisation have to prepare marketing plan and evaluate each and every aspect.
MAIN BODY
Section 1 Devise marketing strategies
(a) Evaluate marketing opportunity options that address organisational objectives and evaluate
their risks and returns in the selection process.
There are various marketing opportunity options in which adventure hire company adopts
the other industry analysis opportunity that helps in identify or address objectives and risk and
returns to find out the best solution of that their problem (Wilson and Gilligan, 2012). In case of
Adventure hire company they provide vehicles to ride in remote areas without adequate
resources that hinders consumers self interest. In that scenario organisation have to avail
marketing options. They face the risk of consumer retention, bad public relations that spoil their
business image (Baker, 2014). To minimize that hurdle organisation have to evaluate situation

of other industries that are competitor of adventure hire company, solution that adopted by them
to find out potential solution of concerning problem and accordingly select best option out of
them. Hence in case of Adventure hire company they have to adopt strategy of analysis of other
competitors strategy. Their major returns after evaluating step and actions that adopted by
adventure hire is that they adopt an survival kit that helps in reach at desirable outcomes
(Chernev, 2015.).
(b)Develop marketing strategies that address strengths and opportunities within the
organisation’s projected capabilities and resources.
To achieve desirable goals and objectives organisation have to adopt some essential steps
or phrases to make marketing strategy in which firstly Adventure hire have to develop some
uniqueness that enchant large consumer base. In case of Adventure hire their unique product is
that they provide their vehicle for tourist in remote area that rarely companies provides to their
consumers. Another step is target market, in scenario of Adventure hire their target market is
tourist who love adventures so that they can provide products accordingly (Terpstra, Foley and
Sarathy, 2012.). In next phrase they define about the benefits that given by adventure hire
product that it provides their vehicle to visit in remote areas that are very interesting for
adventure loving people. In next phrase best source to reach at large no. of consumer base in case
of Adventure hire they reach at consumer base by television and print media and collect data of
their previous tourist. In last phrase of develop an strategy is to it uses internet marketing
because by it they can enlarge business opportunities and focus on maintaining public relation by
giving best and qualitative products with survive kit that is the best solution of their concern. It
has large opportunities because less no. of companies operates under remote areas so they have
capabilities to grab large no. of consumer base. Their main weakness is that they do not have
adequate resources and opportunity is that provide rare services to tourist that helps in enlarge
business opportunities. Their main threat is that consumers become more demanding day by day
so to provide products accordingly is very hard to them (Fifield, 2012).
(c) Develop strategies which increase resources or organisational expertise where gaps exist
between current capability and marketing objectives.
To reach at desirable outcomes and goals organisation have to build an strong marketing
strategy simultaneously have to analyse gap that exist in their organisation (Gbadamosi, 2013.).
In gap analysis comparison should be held in present position with future actions and resulting

effects on organisation. In case of adventure hire they with the help of above mentioned
marketing strategy plan can easily evaluate gap that previously exist in their business. In case of
adventure hire they provides transportation facility for rural areas due to lack in resources they
not able to give adequate services to their consumer base and that hinders consumer relations
also damage their vehicle. So that gap should be exist in their products and resources. To bridge
that gap they adopt an strategy in which firstly they find out the problem that exist in their
services by taking feedback from customers and also evaluate their competitors that which
strategy adopted by them. After that they properly evaluate about their capabilities that they are
capable enough to develop resources and they deal in business which is rare. By evaluating gap
that hinders their self interest for that they build objectives that are to enlarge business
opportunities that should be possible by gap that bridge by providing survival kit. Gap analysis
should be done by evaluating pricing strategy in which they adopt premium price that always
less than their competitors. In placement strategy they adopt visual placements because they use
print and social media and show their ads many times. For promotions they use print and digital
media channel to bridge the gap. There target market people who love adventures. In marketing
mix people are tourist who visit remote areas and in process consist of that grab large no. of
consumer from social media and connect with them (Getz, 2012). After that give them ride
experience that helps in enlarge business opportunities. In physical evidence consist of there
business should be best in eye of consumers because they provide rare services to consumers.
(d)Ensure strategies align with organisation’s strategic direction.
To get effective results organisation have to adopt one strategy which proved beneficial
for organisational growth and enhancement. In case of Adventure hire they for solving their
concerns and problems use various strategies and want to align with strategic directions. In case
of Adventure hire they avail the gap analysis strategy to evaluate the gaps or problems that arise
in organisational scenario. After evaluating results and gain they can be able to grab attention of
large no. of consumers that give remark about that it align with organisational strategic direction.
(e) Develop a marketing performance review strategy, incorporating appropriate marketing
metrics to review the organisational performance against marketing objectives.
In an organisation there are various measurement scales and criteria that an organisation
have to pass after implementing strategies to solve some specific problems. In case of Adventure
hire they after evaluating their serious concern and they try to evaluate their results by different

metrics such as no. of clicks, conversion rate and return on investment. In case of Adventure hire
they have to evaluate results on different backgrounds. After adopting survival kit and solving
their problems no. of clicks on social media rises instantly and their return on investment that is
an important indicator of growth rises and increase their profitability ratio. Hence all are these
benchmarks to gain effective results (Kash and Deshmukh, 2013).
Section 2 Plan marketing tactics
a. Tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities
and persons responsible
There are various strategies which can be used by Adventure Hire company in terms of
scheduling, costing, accountabilities and person responsibility. The strategy used for scheduling,
costing, accountability and responsibility are:
Schedule High-priority Activities
This strategy states that the company should prioritize the activities so as to manage
urgent booking. They can use a person who is liable to handle all the situations easily. Therefore,
bookings should be done on priority basis.
Variable pricing strategy
This strategy should be used by the company in order to gain extra income. In case to
manage urgent booking, the company should use variable pricing strategy. This will give extra
income to the company.
Strategic Accountability
This accountability strategy is helpful for the company in providing roles and
responsibility to each employee. In case of Adventure Hire, this strategy will help the company
in transparent and synchronised activities in each stage (Kotler and et.al ., 2015.).
Person responsible
This responsibility will help the company in effective hiring of the vehicles across the
destinations. Responsibility across the person will value for the company in driving business
safely.
b. Coordination and monitoring mechanism for scheduled activities
In order to advertise the survival kit concept to the customers. The company should
coordinate with the scheduled activities and also need to monitor them. These activities are for

the promotional campaigning of survival kit (Morrison, 2013). This campaigning is divided into
various tasks, therefore Adventure Hire should coordinate each activity effectively. Apart from
that, monitoring mechanism is also necessary for each marketing activity so that all the
scheduled activity can be done smoothly. In order to coordinate, the marketing manager of
Adventure Hire should concentrate on various activities. It should concentrate whether the
activities are going in right direction or not. In order to monitor the activities, the company
should focus on the performance of each activity.
(c) Explain how the tactics are achievable within the organisation’s projected capabilities and
budget.
To attain organisational goals and objectives they have to set some pre specified goals
and objectives by finding out their capabilities and strength. In case of adventure hire they select
some tactics which are essential for organisational growth. To give survival kit to their target
audience they have to specified some budget and capabilities in order to give best experience to
their consumer base. To achieve objectives and goals their pre specified budget is £200000 that
is sufficient for give every passenger survival kit in proper way. To identify their capabilities
organisation have to combat with adverse situation and follow an definite path and steps to reach
to fulfil goals. Tactics are very obligatory for organisational growth and enhancement in order to
sustainability and reach at large consumer base. In case of adventure hire company to solve their
problem related to consumer retention and loss of vehicles and other accessories that are
essential part of their business so that all tactics should be framed by passing through an definite
path for attain goals and objectives.
d. The way in which tactics meet legal and ethical requirements
Survival Kit is one of the most important concept of Adventure Hire company. The
company is providing this kit to the customers who are going to hire the vehicles. This kit is
optional for the customers. Purchasing survival kit is helpful for the customers and also meet the
legal requirement. According to the road safety, Act 2006 in UK, presenting the survival kit to
the customers is important for the companies like Adventure Hire. This kit will provide all the
necessary first aid at the time of emergency. This kit is helpful for the customers to make an aid
for the customers. By fulfilling the road safety act, 2006, company is meeting the legal and
ethical requirements of advertising the Survival Kit (Mullins and et.al ., 2013).

e. The ways through which tactics provide for ongoing review of performance against objectives
and budgets and allow marketing targets to be adjusted if necessary.
In case of change in the ongoing performance of advertisement of Survival Kit, the
changes in objectives and budget can be managed with the help of following tactics:
Strategic planning
This planning is helpful for Adventure Hire company in choosing the different plan. In
case of failure in way of achieving the objectives, the company should have another plan which
can be implemented in that case. In case of strategic planning, the company should prepare such
as pans at the beginning of setting up of objectives (Mullins and et.al ., 2013).
Maintaining reserves
In case of shortage of budget in meeting the objective of advertising Survival kit, the
company should have reserves. These reserves will help them in allowing the operations to run
smoothly without any interruption.
Section 3 Prepare and present a marketing plan
(a)Write and explain marketing plan meets organisational, as well as marketing, objectives and
incorporates marketing approaches and a strategic marketing mix.
To frame marketing plan organisation have to keep each and every aspect in order to they
use some steps that are as follows:
Know your business: In case of adventure hire they have to know about the their
strength,weakness with opportunities and threats. In order to Adventure hire they deal in provide
products or transportation services to their market base to travel in remote areas. So they have
strength and their objective is to enlarge business opportunities with enlarge market share. The
next phrase is determine target market in which their target market is people who love
adventures. It also helps in determination of various strategies related to product, price, place and
promotional that helps in reach at target market. In order to analyse competitors and after that
frame strategies, in case of adventure hire after analysing competitors strategy they adopt
survival kit. In next phrase organisation have to set goals and objectives that give them direction
to achieve organisational goals and objectives. In next phrase organisation have to outline
strategies that give important insights about plans in which they have to frame gap that exist in

business and collect important plans and policies (Kotler and Armstrong, 2015). The last phrase
is set budget to accomplish goals that set by various departments and then collect them.
(b) Ensure marketing plan contains a rationale for objectives and information that supports the
choice of strategies and tactics.
In an organisation need to evaluate different aspects to gain desirable objectives and
goals that supports various strategies and tactics. From the above discussion that organisation
have to frame various tactics that are rationale to gain objectives and goals. The reason behind
that it is give objectives, goals and targets which are specific. It is able to give all relevant
information that are helpful in taking important decision according to situations (Kotler and
Armstrong, 2015). Hence it can be concluded that marketing plan should be give rationale
results to the organisation. All these activities and tactics plays major role in achieve
organisational goals and objectives for attain satisfactory results.
(c) Present marketing plan for approval in the required format and time frame.
Marketing plan is an scheduled activities to achieve desirable outcomes and results in
order to achieve outcomes organisation have to pass from different steps that are as follows:
Vision and mission: their vision is to provide best quality products and services to their present
consumer base ( Stevens and et.al ., 2012).
Objectives: there main objective is to grab large market share and enhance loyalty of consumers.
Products: in their products consist of provide transportation and other related services related to
their consumers.
STP approach: in STP consist of segmentation, targeting and positioning of market. In case of
adventure hire they offer their products for people who love adventure and their target market is
people of all ages.
This project should be take time in completion that is 6 months to attain desirable outcomes and
goals.
(d) Adjust marketing plan in response to feedback from key stakeholders and disseminate for
implementation within the required time frame.
To get success organisation have to evaluate each and every aspect and take suggestion
from their stakeholders to reform in their marketing plan (Kotler and Armstrong, 2015). In
order to their suggestions regarding to solve out the concerning problems that organisation have

to frame some other strategies also to implement at time of adverse situations. This time frame
should be appropriate to achieve desirable outcomes and goals.
CONCLUSION
From the above report it has been concluded that organisation have to achieve some
specific goals and objectives need to pass from some necessary steps. To solve problems and
issues firm have to build a strong marketing plan. For getting success organisation have to frame
different marketing strategies and plans by evaluating strengths, weaknesses and external
environment factors that give important insights and knowledge to reach at desirable outcomes.
To reach at desirable outcome organisation have to fix some tactics and plans that give an
definite path.

REFERENCES
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Fifield, P., 2012. Marketing strategy. Routledge.
Gbadamosi, A., 2013. Principles of marketing: A value-based approach. Macmillan International
Higher Education.
Getz, D., 2012. Development, and Marketing. Sport and adventure tourism. 49.
Kash, B.A. and Deshmukh, A.A., 2013. Developing a strategic marketing plan for physical and
occupational therapy services: a collaborative project between a critical access hospital
and a graduate program in health care management. Health marketing quarterly. 30(3).
pp.263-280.
Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
Kotler, P. and Armstrong, G., 2016. Principles of Marketing-Global Edition. Pearson.
Kotler, P., and et.al ., 2015. Marketing. Pearson Higher Education AU.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Mullins, J.W., and et.al ., 2013. Marketing management: A strategic decision-making approach.
New York: McGraw-Hill.
Mullins, J.W., and et.al ., 2014. Marketing management: A strategic decision-making approach.
New York: McGraw-Hill.
Stevens, R.E., and et.al ., 2012. The marketing research guide. Routledge.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.

1