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Oyster Bay Lodge uses different kinds of marketing and sales tools and promotional means to reach the target groups. However, they do not have an overview and a strict plan on when to use what tool. They would like to have a better idea of when to use the several instruments. In order to solve this problem, there are a few different aspects that this sales plan pays attention to. First there is an internal analysis that summarises the several products of Oyster Bay Lodge. It also lists the different kinds of promotional means Oyster Bay Lodge uses and it explains the current distribution canal. The external analysis describes several trends and developments in the tourism industry that can affect Oyster Bay Lodge. Furthermore, it contains a competitors analysis that includes the product, the communication means and the strengths & weaknesses of each competitor. It also contains a consumer analysis about the type of consumers that visit South Africa and Oyster Bay Lodge. Based on the internal and external analysis, a SWOT analysis was made. The last chapter contains recommendations on how Oyster Bay Lodge can improve the use of marketing instruments.