Case Study : Advantage Kayaks : A Marketing Plan

Overview of contemporary marketing, emphasizing the management of the product/service, price, promotion and distribution areas of an organization within a changing environment.

3. List two examples of services you have purchased in the past or may purchase in the future. (Complete sentences are not necessary. 0.5

The company also has many smart objectives to achieve, e.g. they are looking for awareness of the brand, growth and sales to make more profit. However these objectives have to be SMART (specific, measurable, achievable, realistic and time scale) in order to be successful and to see

These objectives are specific as they explain exactly what the company expects from their employees, how they should treat their employees and customers and how the retailer should take into account environmental factors when dealing with products/services etc. They are not so much measurable as they do not imply whether they have achieved these objectives or not. They are achievable because they are straight forward. They are realistic and using the correct resources they can be met. They are not so much time bound as they do not state exactly when they wish to achieve these objectives by but you can tell they will be ongoing objectives that they constantly wish to achieve in the future.

The business overview, current situation analysis and marketing objectives are reviewed in this document as the following briefly details.

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

Reaching the target audience is a major factor to achieving company strategic objectives. Marketers are key to the organization’s strategic planning especially as they sit down to align marketing objectives

|purchase and how is the presented product/ service bundle |accompanying service? Am I happy with the overall product/service offering? |

5. Discuss which of the marketing activities you have identified you believe are most suitable for the company and explain why. This could include one or more of the three activities you initially identified.

Question 7 – I am satisfied with the level of communication with staff and management at

Product, Price, Place and Promotion also commonly known as the 4P’s are the major factors or tools with which a firm or an organisation operates in the market by offering a superior value proposition to its clients and customers and thus earning value back from them in return to achieve the objectives of its shareholders. These 4P’s are combined together to form the marketing mix of a firm.

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

Objectives are an organization 's performance targets—the results and outcomes management wants to achieve. They function as yardsticks for measuring how well the organization is doing.

The 4 P’s of marketing will be evaluated during this stage. The marketing plan and promotional mix allows the business to build a strategy for the delivering packaging, pricing, promotion, and communication vehicles to provide the best value to the consumer. A sound marketing plan is vital in winning in the market place.