Free Marketing Dissertations - The Age Group For The Target Market Is Predominantly Over 30 Years Of Age.
The age group for the target market is predominantly over 30 years of age.
4.2: O Objectives:
The objectives of the organization and its goals are the second important element for the marketing communication plan as argued by Frances Brassington and Stephen Pettit (2003). This is not only because of the fact that the marketing communication can be focused in a proper channel but also the fact that the company can achieve tangible results through the effective marketing communication. The interesting fact that the successful deployment of t he marketing communication plan itself is dependent upon the objectives set by the organization makes it clear that the objectives are essential for the effective performance of the marketing communication.
Base on the aforementioned arguments, an in sight into the target market and the company’s situation will provide effective information to derive the objective of the marketing communication plan.
From the situation analysis in section 4.1 it was established that the market potential for the club in the target market is high. It is also clear that the demand is for a cost effective means for leisure and recreation in golf clubs. This has proved that the club of interest can increase its market share and revenue through targeting upon the market segment for cost effective golf club membership.
Since the objective is the critical message being communicated to the customers in the target market, it is essential that the objective reflect upon the market demand as well as the company’s perspective on quality and value-based services. Since it is clear from section 2 that Warwick Golf club is focused on providing cost efficient and value-added service to the customers in the Warwickshire County, the objective should embrace the economical factor of the membership at the club.
Furthermore, the increase in the need to provide value added service that not only accomplishes quality but also higher level of customer service at an affordable cost to the customers should form the core element of the objective in order to reach the customers in the target market effectively.
Another critical element as identified by Abhilasha Mehta (2005) is the fact that the objectives of the marketing communication plan is the message that is communicated to the target market thus making it essential to form the objectives correctly. It is also interesting to form the arguments of Abhilasha Mehta (2005) that the marketing communication and advertising effectiveness is mainly dependent upon the effectiveness of the objectives of the marketing strategy or communication plan.
From the above discussion the objectives for the marketing communication plan of Warwick golf Club is presented below
To provide cost effective and quality service to the members.
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