Communication Plan

Integrated Marketing Communications



Integrated Marketing Communications

Context Analysis

It is a method which tends to examine the overall environment in which the selected company/product or business operates. As per the requirements of this paper we will be focusing on the internal as well as the external environment under which Wader. Cooperates. This is a very important part of setting a plan for your product, in our case it is Wader. Co. The nature of the context analysis that we will be focusing on is SWOT Analysis. As the name suggests Strengths, Weaknesses, Opportunities and threats attached to Wader. Co . The main objective, behind this move is to take the first step in developing a strategic plan. In order to make Wader. Co among the best service providers (Zimmerer & Scarborough 2002, pp 91 - 107). Moreover, the fact needs to be kept in mind that the subject identified in the case tends to incorporate a product lifecycle and the competitive advantages of the business.

Introduction

Wader. Co is a wholly-owned Australian company headquartered in Sydney. Founded in 1950, it started as a small firm contracted to manufacture basketballs, soccer and rugby balls for a multinational company. In 1970, it gained independence and began using its accumulated experience to manufacture and sell basketballs, soccer and rugby balls under the Wader. Co brand name. The brand soon gained a national reputation for its durability and, therefore, is the number choice for training use and in schools. The quality of its sports balls is equal to any other top-brand products but was never the official game ball because it had never won any contract to supply sports balls for major national competitions (leagues).

Wader. Co is planning to enter into the sports footwear industry and has contracted a South Korean manufacturer of sports footwear (Luther 2011, pp.14). The proposed name of the brand is “Blaze” which will be a top of the range footwear, targeting sports clubs and schools. In the context of the paper we intend to formulate a communication plan for the company identified in the course of the paper. However, it will be done by inculcating the resopirces of diverse nature, in order to decipher the subject in its true sense. Plus an effective and efficient understanding of the subject is developed.

Situation Analysis

Competitive Situation

Presently there are numerous footwear companies in Australia. Therefore Wader. Co will not have a monopoly of the market. The survey which was carried out recently showed that the preferred brand of footwear for unspecified sport was Nike followed very closely by Adidas. Other brands mentioned were Reebok, Puma, Converse, Asics and New Balance. The competitors of Wader. Co are situated Australia wide and can be bought in leading shoe outlets

SWOT Analysis

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external ...