Marketing Communication Master Assignment Example | Topics and Well Written Essays - 5000 words

Marketing Communication Master - Assignment Example A stable housing market and a stable growth in the industry and economy, usher in a stable requirement for the electrical, both brown and white goods in the market. The over all requirements in the market have been tending towards a growth that is both uniform and stable. Secondly, in UK audio visual products sell the maximum among all European countries. Research indicates that the hi-fi mini and micro systems have replaced the midi stacking systems in the audio visual industry (Geoffrey A Moore, Aug 1996). In addition to this, it also indicates that the future course of work is in the direction of micro systems and people will prefer these. In the audio-visual sector price has been the major consideration for most of the buyer decisions. However, the manufacturers tend to add value by providing additional features. Based on all these market situations, it is congenial to get into micro hi-fi systems and would be compatible with the existing product line of Microsoft's mp3 players. This should add value to the hi-fi systems already in place; will be a micro player and will be compatible with other Microsoft products already in the market. Marketing communication is based on the planning efforts taken in line with Paul Smith's(2003) SOSTAC structure (P R Smith & Jonathan Taylor, June 2004). Many corporations and businesses around the world make use of the SOSTAC structure to plan their marketing approach. In line with this paper, the plan and the approach for the launch will be based on SOSTAC. The SOS of the SOSTAC is conceptual or a visualization while the TAC is the action plan and implementation that would help to reach the SOS. Situational Analysis, Objectives, Strategies, Tactics, Action and then control make up the SOSTAC model of business planning. In line with this model, this paper will also address the situation in which the launch of the product is going to take place, including competitor information, their products and the markets that they are dominating in. Based on the competition information and on the information pertaining to the various requirements in the market, the objectives for the exercise are set. The strategies and tactics to reach these objectives and targets are then worked out, indicating the action plan for the same. This would help in achieving the targets that were originally set. Appropriate design of control is essential in order to ensure that the company meets its targets without fail. In general the steps of the SOSTAC model mean the following: S Situation Where are we now O Objectives Where do we want to go S Strategy How do we get there - Broad view T Tactics What tools do we use to implement the strategy A Action Detailed Action Plan for each tool / tactic C Control How do we track our progress and know when we have reached the goals (Business Services Agency, 2006). Situational Analysis Audio visual industry in UK has gone through major upheavals. However, the market in UK is more oriented towards listening to lots of audio for most part of the day. While Digital Audio Broadcasting is a major attraction for people who tune their radio in, the other is the tendency towards listening to audio replays. 90% of the UK population listens to 23 hours of music. This takes the form of either the radio or the pre-recorded music on CDs or mp3 memory recordings. Microsoft is