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Integrated Marketing Communication: Becker Surf and Sports - Case Study Example

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"Integrated Marketing Communication: Becker Surf and Sports" paper focuses on one of the leading manufacturers and retailers of surf sports accessories and gears it carter’s different youth and young adults male and females who have a keen interest in surfing.  …
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Integrated Marketing Communication: Becker Surf and Sports
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Download file to see previous pages The company believes that it shall position itself among the best retailers of the surfing gears in the market with the top shopping services. Our market research in the Southern coastal areas of the United States indicates that the surfers are frustrated and disappointed to not to surf in the higher tides in the deep sea because of the fear of the sharks (Kurtz & Boone, 2012).  Over the past five years, about 30,000 cases about the shark attacks have been reported all around the world, an average of about 38 percent surfers report shark attack and 4.2 percent on an average fatal rate have been reported. This reflects that the surfers are at great risk of a shark attack that can lead to serious injuries or death rates. According to the report of the International Shark Attack File (2010), it has been observed that there has been a gradual increase in beach attendance, whereas the shark attacks to surfers have significantly inclined in the past five years. Usually, the surfers are unaware of the speedy surfing in the high tides due to which the shark underneath the water often get hit or blood particles from the surfers go in the water, due to a number of provoked and unprovoked attacks have been reported. The surfer is often hit, bumped, or hit and run attacked by the sharks this is because the sharks are curious about the new or different creature in their territory and do not want them in their territories due to which they attach surfers. The reason that surfers are more often victims of shark attacks is that shark mistakes the shape of the surfing board. During the months of August to November when the summer heat is low the number of sharks attacks on surfers increases, among 108 attacks 54% percent shark attacks are reported by surfers. The surfers are looking forward to new accessories and surfboards that can allow them to do their sports effectively and keep away the sharks. Our objective is to capture the market to about 70% share to become the central hub for the local surfing population by enjoying our new surfboards to keep away the sharks. ...Download file to see next pages Read More
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