Free Marketing Dissertations - 4.3: S- Strategy the Strategy Is The Actual Marketing Plan For The
4.3: S- Strategy
The strategy is the actual marketing plan for the organization in the SOSTAC model where the company formulates the actual plan of hw to communicate the objectives to the target market. Philip Kotler and Kevin Lane Keller (2005) argue that the marketing communication strategy should embrace the fact that the message being communicated to the target market is the essential element for the successful accomplishment of the marketing plan.
In the light of the above argument an insight in to the company of interest (i.e.) Warwick Golf club, we can identify the following elements that will contribute to the communication plan
The target market is keen in knowledge based (i.e.) give importance to the content of the message. This is clear from the initial discussions that the target market comprises of professionals retired and employed in the target market.
The target market comprises of customers who value the service provided and the quality of the communication or the information being communicated.
The target market for the golf club also emphasises upon the efficiency and performance of the club, which is considered as the driving elements for applying to membership in the club.
The aforementioned factors further justify the arguments of Kim W. Chan and Renée Mauborgne (2005) that the marketing communication strategy is the critical element for the effectiveness of the communication plan itself and that strategy should be formed by embracing the market situation and the objectives through critical analysis. This justifies that the effective strategy formulation is possible only through critically analyzing the strategic elements surrounding the communication plan in the light of the objectives of the organization and the market demand.
Furthermore, the arguments of Gerry Johnson and Kevan Scholes (2003) that the marketing communication strategy should embrace the core strategies of the company further makes it clear that the strategy formulation for the marketing communication plan is the critical stage to the success of the marketing plan itself.
An insight into the Warwick Golf club in the light of the above arguments proves that the club’s core strategy of providing quality service at affordable prices can be accomplished through the communication objectives derived in the previous section.
Hence the overall marketing communication strategy should embrace the following
The message communicated should convey the objectives effectively to the customers.
The mode of communication and especially the communication strategy should not only provide quality information but also avoid any redundancy in the information being conveyed.
Finally the marketing communication strategy should emphasize the quality and value added services to the customers in the target market.
