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Implementing Integrated Marketing--- marketing communication strategy - Essay Example

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Implementing Integrated Marketing--- marketing communication strategy

The marketing mix that is appropriate for all this multicultural world market for multinationals must converge to achieve the same goal of expanding the market while at the same time saving the firms costs of operation. Different regions or countries have a specific social framework and any marketing strategy and the communication strategy need to conform to this diversity factor lest it realise insignificant publicity and product promotion. The cultural factors are closely attached to the economic policies of the specified regions, their religious beliefs, political ideologies and the level of economic development. An effective marketing communication plan needs to be designed to promote the image of the firm at local level with a global view. It is therefore imperative that market research is thoroughly carried out to develop a communication plan that is in line with the demands of cultural diversity and political environment (Smith, Pulford, & Berry, 2009, pp.75). In reporting this subject a case study of two firms is important to bring out the real concept of integrated market communication strategy. Some examples of multinational companies include Coca Cola, Toyota, Nokia Inc and others. These firms have central headquarters in a given country but their operations are decentralised in different regions like the Middle East, West Africa, North America, and Europe, East and Central Africa and many other regions. In this report Middle East market is to be compared with Europe such that appropriate marketing plans can be observed by the multinationals to capture a substantial market share through market (Bjerregaard, Lauring, Klitmoller, 2009, pp.55). One product that would serve best to be used for comparison is the Coca Cola soft drinks which are consumed at international level. Comparing United Kingdom and Saudi Arabia would provide the best results in terms of the best integrated marketing communication plans viable across two market environments. The choice of these two states is based on their cultural, taste, behaviour and the general spending pattern differences across the consumer body. This would facilitate designing of a customer focussed marketing communication strategies for Coca Cola Company and other multinational counterparts operating in the same product line like Pepsi (Egan, 2007, pp.134). To establish this comparison, the local cultural model of the two states need to be discussed and the prevailing marketing communication environments in each provided by aid of graphs and charts. Some of the key marketing focal points that will provide comparison grounds comprise of the culture of the citizens of the two countries, their political system, consumer behaviour, level of media activity and effectiveness and the overall competition within each country’s local market. The most outstanding factor that is vital in the marketing strategy appropriate for the two countries is the religious faith. Saudi Arabia is a Muslim state with strict adherence to the Islamic laws which covers even the economic policies of the entire region. The mode of communication for effective marketing in ...Show more


MARKETING COMMUNICATION STRATEGY Name: Institution: Course Code/Name: Professor: Date: PART A The emergence of globalization has come with a number of social, economic and political realignments and the firms are the great casualties to the changes. The multinational companies are fighting for market size and the cardinal tool in this respect is effective communication that would make their marketing bear fruits…
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Implementing Integrated Marketing--- marketing communication strategy essay example
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