For this assignment you are required to choose a company that you will create an IMC Plan for. Keep in mind the budget for this assignment – $100,000 for one year. You will not be able to spend more than this amount, so choose a small to medium size business that would realistically have a budget of this amount or less. Do not pick a multi-million-dollar international company (e.g. Coke, Google, Nike).
Once you have chosen your company, you will then need to conduct background research to understand the current position of the company and complete the sections required listed below:
Assignment Components
The sections you will need to include in IMC Plan Part A are:
1. Background
Provide context to your report here by discussing the business you are focusing on. Introduce the company and explain the industry it operates in, the products/services it sells. Keep the discussion concise and only provide information relevant to the reader.
2. SWOT
Undertake a SWOT analysis of the current situation of the business. Discuss the Strengths, Weaknesses, Opportunities and Threats, based on any information you can find. This can be presented in a table format if desired. Make sure the SWOT is focused on analyzing the marketing strategy specifically, don’t go too broad here. The SWOT should set a foundation for the rest of the IMC Plan, so only state information relevant to the IMC strategy.
3. Key Communications Problems
State some key communications problems you have found from an analysis of their current marketing materials. This should draw from and link to your SWOT analysis section. Link to theory and the course content to support the discussion.
4. Communications Objectives
Drawing from the communications problems you identified above, state at least two communications objectives. These objectives will be what your IMC strategy for the year will be trying to achieve. Use the Facets Model of Effects to support your objectives. Base the objectives on a specific facet or a strategic combination of facets.
