Marketing Communication - Research Paper Example

1. Context analysis (20 marks) Bayerische Motoren Werke Aktiengesellschaft (BMW AG) Communications Plan Following the increased need to establish the company global position, BMW AG should develop a communication plan that responds to the unique needs of the organization. Essentially, a communication plan should attempt to the convey information to the stakeholder. As such, the plan should improve the company’s image. For the purpose of this content analysis, we will focus on the interest level and the complexity of the communication plan. The research question in this case is Research Question: Is BMW AG doing enough to improve its image globally? Or what should be done to that effect To decode the content analysis, a hypothesis is going to be developed. Hypothesis: The number of commercials on television is using emotional appeal larger than the number using an informational appeal. Review prior research In formulating a communication strategy, CITE advises that it is essential that the developers formulates a function to contribute to the understanding of stakeholders and their views as well as reconciling organizational weaknesses. It is important to settle financial goals alongside financial and economic goals set by others in the management team. CITE argues that the overall strategic management of corporations is inseparable from strategic management of relationships with stakeholders. Thus, in quest to formulate a communications strategy, it will be essential to identify strategic stakeholders, engage with stakeholders to determine how to deal with the crises. Nonetheless, CITE criticizes such an approach by his assessment that corporate communication strategy should not be entirely beholden to stakeholders, or only be a two-way communication between groups. As such, it will be possible to combine an understanding of stakeholder, views and the surrounding environment along with a corporate perspective on strategic issues. According to CITE, communication can be used additionally to resolve issues that impinge on implementing corporate strategy. Rightly, by approaching communication in such a method, it will be possible to provide direction and function on the same. Thus, the higher level distinction between strategy formulation and implementation is important in considering financial and investor communication. Likewise, it will be advisable to the corporate communication from a higher strategic conception aimed at achieving a balance between commercial imperatives and the socially corporate purpose. Determine the purpose, research question(s) or hypothesis(es) For the purpose of coherence, the researcher plans to use explanatory questions. CITE claims that explanatory questions tend to be more specific than the preceding types of questions and frequently serve to test a hypothesis. The hypothesis will be a prediction that the study sets out either to reject or retain a statistical analysis. Given that the purpose of the research question is to determine whether a particular relationship between two or more variables exists, it will be important to frame a hypothesis. The study will seek to investigate whether BMW AG is doing enough in terms of improving the overall communications image. Consider the research implications of content analysis findings Framing effects analysis is similar to agenda setting research. The approach will use content analysis to define communication frames. This will be achieved by conducting a thorough research on the same. However, the content analysis to be carried cannot serve as the basis for making statements about the effects of content on an audience. The findings of a particular content analysis will be limited to the framework to the categories and the definition applied differently. Furthermore, the findings alone cannot allow the researcher to claim that the BMW AG communications strategy is absolute. Likewise, the findings of a particular study will be limited to a particular framework of categories. Given that different researchers might use varying definition and categories to measure a different concept, it will be important to compare the limitations of the content analysis in answering the communication strategy. Plan the coding The researcher plans to follow the process for conducting the content analysis, as the proposed study will determine a coding unit for the content of the action plans. Principally, the categories are specifically applied on survey instruments. The research will ensure that the category definitions are clear by coding the next and actions plans. A knowledgeable of the literature is disproportionally applied to established codes to the categories of any problems with the coding scheme. The test coding will involve four steps. Firstly, the researcher will select a qualified second coder, which involves training the second code in the coding process. Likewise, the researcher will engage a testing coding of a small sample of documents with a goal of 70% consistency between coders and the additional documents on a 70% consistency rate to be achieved. 2. Communications objectives (10 marks) For the purpose of the communication strategy, it will be important to found these objectives on three key main pillars. This includes reminding, informative and persuasive. It is important to create awareness by making sure that the customers understand the company, its products and its expectations. Evenly, it will be important to create an understanding by providing key information which is vital in decision making. BMW AG has to determine the target audience for the communications strategy. Similarly, it will be important to change the attitude of the company, when dealing with issues or motives about which consumers have strong feelings. Likewise, it is essential to create reinforcement by offering tangible or intangible rewards for the consumers’ favourable choices of cars. Besides, it is vital to create a change in behaviour. By using a change of behaviour, this could be done by asking potential customers to call toll-free number for more information or by using subordinate to follow up on lead. CITE believes that different corporate communication tools will be better at achieving certain objectives than others. As such, BMW will be required to the engage a strong communication strategy one that is comprehensive and responsive to the needs of the organization. To achieve these objectives, it will be important to select an audience for the marketing communication effort, and orient the appropriate careful choice strategy. Likewise, it will be important to select the right message to choose and design the correct and important step in the process since it will relate to the needs and wants of the target audience order to attract to communicate effectively. In order to nullify these objectives, it will be important to the implement a marketing communications plan. The plan will involve three critical phases. The first stage specifies the plan to be identified, schedules, activities and times. The second plan will ensure that activities and plans are done correctly. The researcher will as well measure the objectives of the communication strategy. CITE supportively suggests that measuring objectives will improve effectiveness, monitoring and actual performance then comparing the standards to the actual performance to determine whether corrective actions are achieved. Conclusively, the researcher will evaluate whether the objectives of the campaign were met, which will help in identifying a solidified justification of the results of the campaign. 3. Marketing communications strategy (10 marks) The position of the business as a leading vehicle manufacturer is based on its ability to expand client needs and easily provide and complete solutions. All communications will reinforce the capability which combines marketing and IT in an integrated manner. BMW AG position is one that focuses on the care in the UK. In most cases, BMW AG has found itself with a tight fix between clients and dealers. The end customers are happy with the dealers but unhappy with the dealers. The first stage of the corporate credibility through TV and motoring press will be essential to the company. The second stage is to develop BMW AG dialogue, by collecting information about likes and dislikes about car ownership. The third stage will involve launching the brand. Essentially, it is necessary to integrate throughout the marketing communications and operational implementation. CITE believes that advertising will build brand awareness and direct people into BMW AG telemarketing database. The complete mix includes retail design, sales promotion, interactive point of sales, direct marketing, management, database construction, PR and advertising. By adopting a telewest communication strategy, BMW AG will be capable to get consumer to point where they are predisposed to consider cable from telewest communication. Secondly, build the brand by teaching customers to value most what telewest does. The second option is to stimulate acquisition, through three big sales promotion ideas. There is a need for a single approach to building a marking communications strategies, where many companies do not put them together at all. A reliable communications strategy should be tactical. As such, communications tools integrated and moving in the same direction, delivering bigger impacts and reducing costs. BMW should therefore consider it appropriate to generate a bad strategic option to begin with and see first that there is more than one strategy available to choose from and some strategies, that are better than others. To achieve the desired effects, the communication objectives will need to be set, targeted and achieved. The communication objectives will state the response objectives by showing objectives and effects link to communication. For eligibility, the researcher will use communication effects to reflect on the communication objectives options. The category need will reflect on the assumed to present objectives, remind if latent and selling a new category users that are targeted. The brand awareness category will reflect on the brand recognition if choice made at point of purchase. The category should also reflect on the brand recall if the choice is made prior to the purchase or whether the two are justified. The third category, brand attitude should create an awareness, increase if moderately favourable, maintain if maximally favourable, modify if moderate with no increase of possible change. Similarly, the brand purchase intention will assume in advertising for low risk brand and generate all other advertising in promotion. 4. Coordinated promotional mix (40 marks) BMW AG will be required to come up with a right promotional strategy. This will help to optimize promotional mix elements, public relations, personal selling, sales promotion and social media. CITE advises that the marketing manager should determine the goals of the company’s promotional strategy in light of the firm overall gaols for the marketing mix, product place distribution, promotion and price. By applying these goals, it will be possible for the marketer to combine the elements of the promotional mix into a coordinated plan. The promotional plan will define the promotional strategy, which will then become an integral part of the marketing strategy for reaching the target market. For that reason, the marketer will develop a competitive advantage to set of unique features BMW AG chief products. The image below indicates a choice marketing promotional mix. Marketing mix The combination of the four Ps projects a store’s image that influences consumers’ perceptions. BMW AG strategic team should ensure that its outlets should be coherent with customers’ expectations. The service provided by the store personnel, product assortment and price and management should apply everything that is place, promotion and presentation. The first element product offering, should ensures that BMW AG has an ability to determine the exact market, sales, fashion trends and customer requests. The marketing department should be prepared to direct-mail and catalogue programs into luring many retailers that hope that will prove to be a cost-effective means of increasing brand loyalty and spending to core customers. The Proper Location The proper location has long emphasized the importance of place in the retail mix. The location decision is crucial given that the semipermanent commitment of resources reduces future flexibility of the firm. The second location will affect the store’s future growth and profitability. In this case, site location will begin by choosing a community. The strategic team should consider the area’s economic growth potential, the amount of competition and geography. The most important focus is the geographic in order specify the kind of cars to be supplied in that particular region. Price Consideration In the motor vehicle industry, pricing is very important since it will ensure the company’s survival to be assured if the company for the profitability of the firm. CITE notes that pricing is more than a score card, the better the company’s marketing with the higher profit magnitude. Pricing is also a dynamic element of the marketing mix. In pricing, the buyer perceptions about the richness of the product will naturally direct the pricing options. This allows the firm to set a price, which differs significantly from that of rivals. To avoid, overpricing the products, it will be essential to shortlists close competitors of different brand of cars. 5. Resources (human and financial) (5 marks) While different activities can be handled through human resources departments, the communication itself and the strategy for communicating these ideas should come from communications experts in the corporate communication. The figure below best identifies the organization issue affecting the firm. Organizational Resources and Capabilities The HR department should consider the volume or productivity requirements the organization. For example, the team should determine on schemes of handling customers. The financial realities, financial decisions will include the budgetary allocations and capital expenditures on the communications plan. The goal is to maintain consistent levels of support for such HR activities, compensations, benefits and staffing. The financial resources needed for a new human resource initiative will be vital in upgrading the HR information system. Considering the plans and other functional areas of the communications strategy, the HR should be supportive and compatible with the planning and other functional areas within the organization. 6. Scheduling and implementation (5 marks Path Forward Action Items Weeks After the Project Engagement Step 1: Define the Impact on Quality Pre-Work Week 1 Week 2 Week 3 Week 4 Week 5 Step 2: Establish Client Scoreboard             Step 3: Conduct Pilot Assessment             Site One             Site Two             Step 4: Define Specific Opportunities             Step 5: Define Potential Benefits             Step 6: Plan for Pilot Implementation             Step 7: Establish Measure Pilot Results             Step 8: Refine Client Scoreboard             Step 9: Plan Additional Assessments             Step 10: Present Pilot Assessments             Step 11: Begin Other Assessments             7. Evaluation and control, and Feedback (10 marks) Read More