INTEGRATED MARKETING COMMUNICATIONS

Integrated Marketing Communications

EXECUTIVE SUMMARY

The report is about the Mermaid Hotel. This research also analyzed many aspects of marketing innovations and gauged its overall effect on the effectiveness of the present day hospitality industry in United States. Since tourism and hospitability industry in any country contributes a significant amount of foreign exchange into a country's economy, it is necessary to work toward continuous development and betterment of the said industry. After giving the overview, the report presents the findings of external environment analysis. According to this external analysis the industry in which Mermaid Hotel operates facing severe nature of competition. Various technological and social factors that are affecting organization are also discussed. The internal analysis of the organization shows that although, the firm is in good financial position.

TABLE OF CONTENTS

Introduction1

Role of IMC in Hospitality Industry2

Current Situational Analysis2

External Analysis3

PEST Analysis3

Political Factors3

Economical Factors4

Social Factors5

Technological Factors5

Porter Five Forces Analysis5

Bargaining Power of Buyers6

Bargaining Power of Suppliers6

Threats of New Entrants7

Threats of Substitutes7

Rivalry among Competitors7

SWOT Analysis8

Internal Analysis8

Identification of the Target Market9

Determination of the IMC Objectives9

Integrated Marketing Communication Tools10

Advertising10

Television11

Radio12

Newspapers12

Magazines12

Directories12

IMC Option Considered13

Components of Integration14

Recommendations for Year 117

Monitoring and Evaluation of the Program18

Conclusion18

References20

Integrated Marketing Communication

Introduction

The concept of communication as an integrated communication is the element that has a relative consensus at the end of last century and the beginning of this, between the two schools of thought: the tradition where research focuses on the selection of subject-audience, corporate cultures, the influence of communication medium and long for the company's objectives and design of corporate speech. In this sense, the currents of European thought oriented toward the corporate image and the revaluation of interdisciplinary teams (Gould 2004, 66).

The dawn of the 21st century has seen the definition of (Integrated Marketing Communications) IMC changed rapidly. Previously, IMC was thought as a concept of marketing communication planning that recognizes the added value of a comprehensive plan. This plan evaluates the strategic role of a number of communication disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency and maximum communication impact (David & Griffin 2004, 3).

The Integrated Marketing Communications approach accurately identifies the increasingly tough task facing companies and organizations using public channels of communication to deliver coherent messages. But the solution this theory promotes is a dangerous one because it simply accepts, and capitulates to, consumers' failure to make proper distinctions about messages delivered to them in the media (Kim 2004, 31).

Role of IMC in Hospitality Industry

Integrated marketing communication has very influential role in budget hotels because the concept of budget hotel has been implemented through several specific delivery systems which include clients, personnel, and physical support interact and technology. Budget hotels indulge their full efforts in order to make their service systems unique by altering and innovating the conventional form of work. IMC helps in building a distinct image of the respective hotels by clearly positioning brand in the mind of the customers through offering particular services with guaranteed consistency by delivering customers value for their money, because interactive communication ...