Select a small business in your local community. All of your Individual Projects in the class will be focused on this business, choose carefully. You are an account executive for a local advertising agency, and this will be your new client. You will be developing an IMC program for this business over the next five weeks.
The first step in the IMC program is to conduct a situation analysis which focuses on the internal and external factors that influence or are relevant to the development of the promotional program.
Part 1: Situation Analysis (Internal Analysis)
Research the company (in person interview, Web sources, etc.)
Product/Service Overview - strengths, weaknesses
Current positioning in the market
Target Market
Current marketing efforts (traditional, interactive, etc.), messages & effectiveness
Part 2: Competition
Research the Competition. Select at least three competitive products/companies
Product/Service overview - Strengths/weaknesses
Positioning in the market
Target Market of Competitors
Current marketing efforts (traditional interactive, etc.), messages, and effectiveness
Part 3: Marketing Environment
Research the marketing environment and identify possible opportunities and/or threats that can affect your promotional program. Analyze why.
Demographic
Economic
Technological
Social/Cultural.