the chosen company must be an Egyptian company or multinational company operating in the Egyptian market
This report aims to help the student to analyse and critique a current Integrated Marketing Communication plan for a company of their choice, doing a market analysis and make of use academic content to analyse a company’s current IMC strategy.
Each student will choose either an Egyptian company or a Multinational company operating in the Egyptian market and choose a specific product under this company to work on. The chosen company must be B2C (Business to Consumer) and the chosen product must be used by the end-user (final consumers). An analysis for this product will be conducted using SWOT analysis (2 components: Strengths and weaknesses). The aim and objectives of this report will be explained. The chosen product must be facing a current problem in the Egyptian market such as decline in sales or low awareness levels or any other problem that needs a new IMC strategy to enhance its situation. It is not necessary to be a problem only. It can be for increasing awareness, increase brand recall or
maintain their market share. The student must get all the information required from online and credible sources to identify the current problem. Having an interview with a contact in a company is a plus. It can help students to work on recent and real case in the market. Analysis of the market/industry trend, competitor analysis and current IMC strategy will be explained as shown below. The report word count should be 2000 words equivalent, consisting of all the required information explained in the brief.
The report must include:
- 1- Executive SummaryThe summary should include a brief background about the company and the product chosen to be studied in the report (Citations are Must). It also should summarize the recommendations of the student provided in the report to enhance the product situation in the market.
- 2- Product Description and its Strengths and weaknesses in the market among competitors (Citations are Must)
The student should provide a detailed analysis of the product features, designs, quality, and packaging. The pricing strategies used by the product, where it is distributed and what is their value proposition and competitive edge. Also, the student here states what are the major strengths and weaknesses of the product in the market. - 3- Competitors’ Analysis (Citations are MUST) (Minimum 2 competitors in the market to be examined)
The student should state competitive products to their chosen product in terms of names, year of introducing the product in the market, availability of products, sizes and batches offered, aftersales services (If applicable), offered prices, and product features and quality. Most importantly, the communication and IMC Campaigns of the competitors.
- 4- Explain the market trends (for your chosen industry): Change in consumers demands, needs, behaviours, entrance of new successful competitors, technology advancement. Statistics and supporting evidence of the problem must be provided to support the problem explained. Citations and references used in this part MUST be shown.
- 5- Description of the Current Target Audience for the chosen product. Link it to the Egyptian market (Citations are MUST)
The target audience should be Egyptian consumers as the company is operating in the Egyptian market. The student should cover the 4 major components in describing target audience. These components are demographics, psychographics, behavioural and geographics descriptions. This part will not be graded if it is not cited and written based on credible and academic sources. The student can get information from the interview, but this is not the main credible source required.
6- State and describe their current marketing communications plan (Based on credible sources)
This part should include an analysis of the currently or previously used marketing communications tools and platforms used such as ads, sales promotions, social media ads, sponsorships, events or any other kind of promotion. This part should be inclusive and detailed as it sets the path for CW2 on how to enhance the current IMC strategy of the chosen product.
7- Critiques and recommendations by the student on the current IMC strategy
Further Recommendations
Successful candidate can demonstrate the ability to:
- ▪ Having an excellent writing of an academic report in terms of English, flow of ideas, punctuation, andGrammar
- ▪ Academic writing skills
- ▪ Citations and referencing for the information in the report (APA Citations are MUST)
- ▪ Clear description of the product and its current problem in the market
- ▪ Clear presentation of the market and competitors’ analysis