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Integrated Marketing Communications, Marketing Communications Manager - Assignment Example

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The reporter gives a task, namely, you are responsible for marketing communications for a major cruise organization, Star Cruises, based in Hong Kong. The company is going to start cruises out of Dover with two ships that will sail to the Mediterranean for two weeks at a time cruising to such places as Barcelona, Rome, Athens and Malta…
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Integrated Marketing Communications, Marketing Communications Manager
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Download file to see previous pages In today’s trend of marketing activity, people are bombarded with communication because marketers are after getting the attention of prospective customers. There are many organizations in the world and certainly, competition is everywhere. Competition is around and its manifestation is clear enough on various marketing activities that try to catch up the attention of prospective buyers or customers. This is evident in the cruise industry in Hong Kong. The major player is Star Cruises but it has its major competitors such as NCL Cruises, RCI and Costa Cruises. All these three cruise organizations are playing important role in Hong Kong’s cruise industry. Without these competing cruise organizations, the cruise industry in Hong Kong will never be competitive enough considering that there will be no other players that try to challenge any existing cruise organization. At this point, the Star Cruises is continually challenged by other competing cruises that eventually are trying to achieve competitive advantage. According to Porter (1980), competitive advantage can be achieved by formulating competitive strategies which involved overall cost leadership, differentiation and focus. Thus, it is for the benefits of the customers when there are competing companies or organization for a certain product or services because it is emphasized by Porter that overall cost leadership is an integral part of any offer made in the market. However, the right cost or competitive price for instance still cannot guarantee attraction in the same way as the ‘mousetrap fallacy’ is true. Therefore, there is a need to effectively communicate better information about the offering in order to get the prospective customers informed about some substantial and specific answers to their needs. In the same way, in order for it to be competitive enough, there is a need for Star Cruises not to rely so much individually on traditional advertising, sales promotion, interactive marketing, database development, direct marketing and public relations.  ...Download file to see next pages Read More
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