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Marketing Communication Plan for Moveo Folding Electric Scooter - Book Report/Review Example

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The paper "Marketing Communication Plan for Moveo Folding Electric Scooter" states that the formulation of a strong brand image of Moveo in the target market and likewise, creating awareness in the consumers’ mind will form the key set of marketing level objectives…
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Download file to see previous pages Correspondingly, in keeping with the current notion of competition in the marketing communication plan, it has become almost essential for the organisations that are highly involved in producing an innovative and unique set of products (Rehman & Ibrahim, 2011; Fisher & et. al, 2006). Emphasising these notions of contemporary market development, the primary purpose of this report is to build an effective marketing communication guide for the exceptionally designed Moveo, a lightweight and easily foldable electric drive scooter. Moveo Co. was founded in the year 2008 by Antro Group, a Hungary based non-profit organisation, which is renowned for its innovative and environmentally accepted automobile products (1Moveo Co., 2013). In order to build a strong and most effective marketing communication plan for Moveo, the proposed marketing communication plan will include the formulation of exceptional strategies in the context of businesses, customers along with internal and external contexts as well. In this regard, the proposed marketing communication plan for Moveo would be developed with the use of the Segmentation, Targeting And Positioning (STP) framework, which can enable the preparation of the plan for a 12th month period, from June 2014 to May 2015, with a budget of £5 million. This report will also ensure Antro Group the attainment of adequate returns of their investments with the uniquely designed Moveo. A context analysis is well defined as an approach to critically evaluate and analyse a particular domain in which, a specific business operates. The analysis consists of the entire business environment including both the internal and external contexts (Maxted, 2008). In relation to the concept of numerous scholars, the context analysis has been observed to analyse situational investigations, macro-environmental segments along with help in critically understanding the competitive environment of a particular organisation within a specific business industry or market. It generally tends to demonstrate rationale regarding any marketing plan and ensure successful accomplishment of the overall objectives derived from the organisational and marketing communication needs of a particular business (Baines & et. al, 2011). ...Download file to see next pagesRead More
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