Unit VII Project
Marketing Plan Executive Summary
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Your assignment is to write an executive summary of a tourism/hospitality business marketing plan. This is the document that determines if a potential investor will even bother to read your entire business plan. The purpose of an executive summary is to introduce the tourism/hospitality company and explain key elements of the plan in a shorter form; this is generally for those who do not have the time or the desire to read the entire marketing plan.
This information is particularly beneficial to financial backers, stockholders, and executive boards. The summary communicates succinctly that you understand the tourism/hospitality business that you are in and how to make sales and profits climb. A main goal of the executive summary is to sell.
Consider this tourism/hospitality executive summary to be your initial contact with a potential investor, so it is critically important to create the right first impression. You do not need to explain the entire business plan; you want and need to convey your business idea’s energy. You have about 30 seconds to grab an investor’s interest. You want to be clear and compelling.
Ensure you address the components listed below in your summary.
Apply the principles of a marketing plan for this tourism/hospitality executive summary.
Utilize marketing tactics and strategies in the development of a tourism/hospitality marketing program.
Explain the development and reason of the tourism/hospitality target market.
Click the link below to access a great resource for writing an effective executive summary. This source is provided as an example only. Do not use as part of your references for this assignment.
Qlutch Marketing. (2017). How to write an executive summary. Retrieved from
Utilize your textbook and at least two available resources, one of which should be from the CSU Online Library. Your executive summary should be a minimum of two to three pages in length, not counting the title and reference pages. Ensure you include an introduction. Provide references for your examples. You should cite all sources used, including the textbook. All referenced items will utilize accurate APA style.
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for hospitality and tourism (7th ed.). Boston, MA: Pearson.