Free Marketing Dissertations - Contents: Page No 1.0: Introduction2 2.0: Company Overview2 3.0: Sostac And
Contents:
Title Page No
1.0: Introduction2
2.0: Company overview2
3.0: SOSTAC and 3M models3
4.0: The Marketing communication plan4
4.1: S situation:4
4.2: O Objectives: 5
4.3: S- Strategy 7
4.4: T Tactics 9
4.5: A Actions 11
4.6: C Controls 13
5.0: Conclusion 15
References 15
Tables
Table 1: SOSTAC and 3M model3
Table 2: Tactics and Stages 10
Table 3: Action Plan 12
1.0: Introduction
Marketing communication is an essential element for the effective growth of the company and increasing its sales in the target market as argued by Frances Brassington and Stephen Pettit (2003). In this report, the marketing communication plan for the Warwickshire golf club is presented to the reader. The plan is deployed using the SOSTAC model and the 3Ms of marketing communication (i.e.) Market, Message and Medium. The report commences with a brief overview on the models being used and the company under debate followed by the discussion of the marketing plan. The report focuses on presenting a marketing communication plan that effectively
2.0: Company overview
Warwick golf club is located in the Warwickshire county of the UK targeting upon the golf players in the mid and high income group. The club pioneers in providing high quality service at affordable prices to the customers in the Warwickshire County. The fact that the golf club is situated near the racecourse of Warwick makes it a pivotal point of business attracting customers from different locations (company overview, golftoday.co.uk). The marketing communication plan for the company in order to increase its customer base and accomplish increase in revenue and competitive advantage is deployed using the SOSTAC and 3M model that are discussed below in section 3.
The objective behind this marketing communication plan is to not only increase the sales of the club but also increase its market share through promotion of its value added services.
3.0: SOSTAC and 3M models
The SOSTAC marketing communication model is a comprehensive method of deploying the marketing communication plan for a company. The model not only provides a method to deploy the communication plan but also considers the evaluation and control of the deployed plan in order to refine the marketing communication approach wherever necessary to increase sales in the market and achieve competitive advantage as argued by Philip Kotler and Kevin Lane Keller (2005).
The SOSTAC model deploys the following stages in the marketing communication plan.
S for situation
O for objectives
S for strategy
T for tactics
A for actions and
C for control
On the other hand the 3M model stands for Market, Message and Media. The SOSTAC model for marketing communication can be compared with the 3M model as show in the table below.
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