Integrated Marketing Communications Plan - Essay Example

As the paper declares marketing is the one function of management which has to be more concerned with activity that is external to the organisation, than that which is internal. Marketing activities are mainly conducted outside the organisation and are often undertaken by various managers, for instance, travel agents and web developers. The marketing process is also a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others.

This essay stresses that in order to have a successful marketing strategy it is essential that the organisation understands and has the right balance of the marketing mix, which consists of four elements; product, price, promotion and place/distribution. The marketing mix is central to the organisations marketing tactics and once the market situation has been identified and evaluated, a decision is made to either penetrate or develop a particular market. Time is also an important factor in assessing the marketing mix to be offered as market situations are no longer stable, and instead can change rapidly over a short period of time.

These changes can be brought on by global events such as natural disasters to industry changes, such as a major competitor suddenly leaving the scene from bankruptcy. By using the marketing mix as a tactical tool for planning marketing activities, it is quite possible to adapt in a timely manner and profitably to changes in the market environment. Royal Caribbean Cruises Ltd (RCCL) is one organisation that is seeking to expand its capacity despite an unfavourable operating environment. The economy of its home country, the United States is not performing well and serious risk to passenger safety have been posed in the form of the threat of terrorist attacks to health threats.

This puts RCCL in a vulnerable position in terms of earnings and profits as a reduction in passenger numbers could jeopardise the future of its 27 300 employees. As marketing is almost solely responsible for generating sales and revenue, it is important for RCCL to consider a change in marketing activities, as well as undertake an environmental analysis