Critical Evaluation of Current Integrated Marketing Communications Practice - Report Example

Critical Evaluation of Current Integrated Marketing Communications Practice Table of Contents 0Critical Evaluation of the IMC Practice of the Car Marketers while Entering into the Specific Market 4 1.1 Identification of the Target Markets 4 1.2 Identification of the Key Messages 7 1.3 An Evaluation of the Appropriateness of the Messages to the Target Market 8 1.4 Examining the Marketing Communication Tools and Media Used 9 1.5 Identifying Similarities and Differences in Using Marketing Communication Functions 11 1.6 The Role of Communication Activities to Undertake Business Strategy and Achieve Objectives 12 2.0 Identification of the Key Challenges in Practicing IMC and Discussion about the Extent regarding the evidence of IMC being Practiced 13 2.1 Creation of Communication Message 14 2.2 Legal and Regulatory Constraints 14 2.3 Rivalries between IMC Disciplines 15 3.0 Recommendations on further Use of Marketing Communication Tools/Media 15 3.1 Understanding Legal and Social Barriers 16 3.2 Major Focus on Creation Communication Messages 16 3.3 Adequate focus on Performing Strategic Media Practices 16 References 17 Brief Overview of the Organisation and Paper Objectives Founded in the year 1903, Ford Motor has long been identified as one of the dominant manufacturers of personal automobile products. Currently, the organisation has critically established its strong business position by delivering quality based personal automobile vehicles as per the needs and expectations of the global customers. The continuous practice of strategy development process is often observed in the business performance of Ford Motor in the global automobile industry. During strategic planning stage of Ford, it incorporates an effective process of defining with current business functions and mission statement that enables it to refurbish the overall performance. Moreover, the formulation of new business concepts and mission statement, the company also enables the organisation to gain leverage within the respective business industry. The continuous practice of internal and external audit along with formulation of competitive strategies to achieve objectives can also be considered as few of the major functions of Ford to conserve its sustainable position in the fiercely growing automobile industry (Harvard Business School Publishing Corporation, 2001). Beyond all of the exceptional business functions, the marketing strategies and practices in Ford Motors have also been witnessed to include an exclusive set integrated communication tools that enable the company to empower its competitive position while entering into any overseas markets. Therefore, the primary purpose of this report is to critically understand and evaluate the key roles that IMC plays in the emerging global marketplace of the car manufacturers. In order to maintain adequate relevance, the discussion tends to include Ford Motor Company (Ford Motors), one of the leading automobile product manufacturers in the recent history and examines its IMC practices in the target markets such as in Japan and the UK. In this regard, identifying the key challenges in practicing IMC has been faced by Ford Motor while operating its giant overseas business units in the UK and Japan. Based on the extent of the key challenges faced, the discussion includes providing relevant recommendations by suggesting effective media tools that can enable the company successfully conduct its IMC practices in the competitive car market of the UK and Japan. 1.0 Critical Evaluation of the IMC Practice of the Car Marketers while Entering into the Specific Market According to the recent emerging scenario in the global business environment, developing marketing activities and creative campaigns are determined by the marketers in alignment with the primary business goals as well as aims of a particular brand or product/service. In this context, organisations are more likely to intertwine multiple marketing disciplines altogether ranging from paid advertising to building public relations promoting product/service and conducting social media campaigns within the target marketplace (Kotler, 2003). Notwithstanding to the emergence of global marketing practices since the last two decades, the business organisations have been witnessing major agreement with the crucial advantage of adopting a competent IMC especially while developing or entering into a specific target market. The purposes of using IMC are widespread and vary due to the types and characteristics of any enterprise or the target marketplace identified by organisations. 1.1 Identification of the Target Markets The integration of marketing concepts has been moving from theoretical to real-world practices since the last two decades. Although the application of the theoretical concepts varies in accordance with the type and characteristics of enterprises or markets, the practice of Integrated Marketing Communication (IMC) programs have long been witnessed to provide major support to the organisations along with the overall industry and the societies as a whole (Kitchen & et. al., 2008). Organisations, especially the multinationals irrespective of different industrial backgrounds are likely to empower their IMC strategies with the aim of obtaining long-term competitive position in the local and overseas markets (Dransfield & et. al., 2004). In relation to the current competitive business environment, organisations especially from the car manufacturing business industry are more likely to structure competitive and relatively dissimilar IMC plan for their target markets. The IMC practice of Ford Motor includes a major set of activities associated with its marketing communication mix strategy when determining for a particular target market. The marketing communication mix practices of the company have been briefly discussed below. Marketing Communications Mix According to Kotler (2009; 2003), the fundamental process of IMC generally includes five types of messaging and communication tools in order to draw attention of the potential buyers in a particular business market. The strategic tools used in IMC are often regarded as a set of marketing communication mix factors that enable organisations to communicate marketing information to the key group of customers in the market. Fig: Tools and Position of the Marketing Communications Mix (Source: Fill, 2009) A comprehensive marketing communication mix generally includes an effective blend of marketing or promotional tools such as advertising, personal selling, public relations, direct marketing and sales promotion activities (Adeoye & Elegunde, 2012; Fill, 2009). A brief concept and role of each promotional tool has been described hereunder in the context of Ford Motor while the company seeks targeting foreign markets. Advertising: In order to market the luxury and commercial vehicles successfully, the advertising practices of Ford Motor incorporates using of paid system in terms of promoting its products and communicating about its business in the target markets. In this regard, the organisation seeks for ensuring adequate compliance with the legal obligations with availability of different media networks in order to make efficient interaction with each group of stakeholders within the target markets. Personal Selling: It is a form of personal presentation performed by the sales force of For Motor in order to boost sales and build its strong personal relationship with the buyers. Sales Promotion: Sales promotion is often termed as a short-term incentives offered by an organisation in order to encourage sales or influence the potential buyers to purchase the specific product/service or idea. In relations to the current IMC strategy of Ford, the sales promotion activities are aligned with the aim of gaining attention of the potential buyers by providing additional promotional offer to the potential buyers. The promotional offers of the company encourage the buyers by offering additional discounts and free insurance and service facilities to gain major extent of its sales. Public Relations: The Public Relation (PR) activities of Ford Motor are highly inclined to build strong relationships with the valuable groups of stakeholders. In this regard, the strategy of attaining favourable publicity, establishing a robust corporate image, and effectively dealing with any types of unfavourable issues or events can be widely accepted to be few of the major PR activities of Ford Motor. Direct Marketing: The direct marketing activities of Ford Motors includes obtaining valuable responses from the target groups through different media or communication networks including telephone, SMS, e-mails, social media posts and different other non-personal tools. Source: (Cunningham, 1999) 1.2 Identification of the Key Messages Defining strong message is one of the key strategic measures for the organizations while designing IMC goals and practices for any particular target market. In relation to the current IMC message of the company for the emerging car market of UK and Japan, Ford Motor is highly determined to maintain adequate transparency while communicating its strategic goals and practices. According to the strategy development process followed by the organisation, the company tends to incorporate three major dimensions including effective strategic planning, execution and evaluation related functions. The IMC practice in terms of identifying key messages further include conducting clear and flawless communication activities while interacting the practices with its range of IMC activities in these respective markets (Ford Motor Company, 2015). 1.3 An Evaluation of the Appropriateness of the Messages to the Target Market In the context of the current IMC strategic practices, building a strong set of communications activities has enabled the company to gain major success in both the UK and Japanese car market. In this regard, few of the major communication activities that are highly followed by Ford Motors includes building public relations and acquiring as well as conducting paid advertising functions of its products in a specific market in the UK and Japan (Zhou, 2014). According to the current IMC strategy of the company, Ford Motor is highly committed to deploy wide range of communication tools and perform marketing campaigns while introducing its exceptional models of personal and commercial vehicles in the UK. Building strong relationship with various types of stakeholders in the local market along with increasing participation of the members or entities from different social groups has been identified as a major strategy of the company in the UK. In this regard, the IMC messages of Ford Motor in the UK are designed with the concept of generating awareness about the advancement and efficiency of its personal and commercial vehicles (Roberts, 2010). On the other hand, the IMC strategic message of Ford Motor in Japan includes a clear description about the functional as well as technical excellence of its range of personal and commercial vehicles in the market. The company embarks exceptional types of paid advertising and media campaigns in order to introduce its products in the Japanese car market successfully. The paid advertising and media campaign related activities of the Ford Motor significantly enable the company to gain a major attention of the potential buyers (Percy, 2008). 1.4 Examining the Marketing Communication Tools and Media Used Selection of appropriate marketing communication tools and media is one of the major decisions that enable marketers to draw attention of the potential buyers in a particular business market. In relation to the recent marketing strategy of Ford Motor, the company is highly renowned to use its exceptional set of marketing communication tools while introducing its new products or entering into any specific target market (Cioppi & Buratti, 2007). The major communication tools used by the company have been briefly discussed below. Social Media Networking Tools In relation to the current competitive car market of both UK and Japan, the strategy of ‘thinking locally’ in the foreign markets often helps Ford Motor to gain a key focus of the potential buyers (Fill & Jamieson, 2011). Therefore, the global marketing team of the company is highly committed to adopt social media tools to emphasise the product in a particular business market. In this regard, the use of social media networks such as Facebook and Twitter among others helps the company successfully draw a perception on the local customers about newly launched products of Ford in the market. The process also helps the company to perceive its words-of-mouth related campaigns by ensuring that the marketing activities conducted to introduce new products or entering into a new business market are aligned with the business principles of the company. Paid Advertising The paid advertising concept of Ford Motor primarily focuses on a strong set of marketing standards that not only enable to successfully promote its new brands, the process of compliance with strong guidelines also helps the company to minimise possible unfavourable event or issues (Laric & Lynagh, 2010). For the UK and Japanese car markets, the paid advertising processes of the company incorporate and sometimes acquire local media and advertising agencies in order to promote its luxury and commercial vehicles productively. The media tools such as commercial advertisements on the local television channels along with communicating about the products features through different other electronic media tools effectively play a major role for Ford Motor while entering new markets or promoting brands in UK and Japan. Personal Selling The IMC strategy of Ford also incorporates effective ways of personal selling by prospecting potential clients for the products in the target market. Moreover, making contacts through mail and text message services also play a crucial role for Ford Motor to accumulate its potential buyers within a specific target market (Chittithawor & et. al., 2011). In this regard, an effective use of electronic media such as internet and telecommunication network among others often play a major role for the company to promote new brands for any specific car markets in the UK and Japan lucratively. In addition, the personal selling process of the company also conducts scheduled appointments with the potential buyers helps Ford successfully market its range of personal and commercial vehicles in both the UK and Japanese car markets. 1.5 Identifying Similarities and Differences in Using Marketing Communication Functions According to the IMC strategy of Ford Motors, the use of marketing communication tools and media have been playing a pivotal role by generating a large scale of annual sales of its wide ranging luxury and commercial vehicles. Despite the similarities that have been witnessed in the above discussion, the communication tools of the company also differ both in the context of marketing products in dissimilar Japanese and UK based car markets. In relation to a critical observation of the current marketing tools, the strategy of using personal selling technique in Japan is significantly different from the way of using this communication tool in the UK car markets. The communication processes of Ford Motor in Japan are more likely to include major focus on performing personal selling technique as compare to the marketing and promotion activities of the company in the UK car markets. In relation to the current UK markets, the personal selling activities of Ford Motor include conducting of scheduled appointment with the potential buyers of the luxury and commercial vehicles. The marketing communication practice of Ford Motor in UK can also be differentiated in the context of performing wide range of Public Relationship (PR) campaigns than the activities performed in the Japanese car markets. The PR campaigns of the company involve wide ranging activities associated with building strong corporate image of its brands. Moreover, the IMC functions of the company focus on obtaining favourable publicity through incorporating various social development activities (Kotler, 2000). On the other hand, the IMC function of the company of Ford in Japan incorporates a wider and strong focus on paid advertising activities while promoting its wide range of personal and commercial vehicles. In this regard, Ford Motor relatively performs extensive and advanced social media campaigns that are often identified to play a major role in terms of obtaining large groups of potential clients than the UK car markets. 1.6 The Role of Communication Activities to Undertake Business Strategy and Achieve Objectives Marketing communication processes are the most integrated parts of an organisation to undertake effective and long-term sustainable strategies within a particular business market or industry. In relation to the recent increasing competitiveness in the global car manufacturing business industry, organisations are more likely to implement wide range of marketing communication tools and theories not only to attract customers for any specific product/service, but the communication activities are also designed in order to engage customers for the long-term cooperation of the organisations (Kotler, 2006). From a theoretical perspective, the implementation of IMC process has obtained major attention of the global marketers in order to increase efficiency in advertising budget and enhance efficacy in fragmenting media tools of the organisations. Additionally, the processes associated with marketing communication of the organisations will also help to improve tastes and preferences of the customers and obtaining their long-term association with the firms’ product/services by addressing their changing needs and expectations (Goi, 2009). In the context of the communication strategy of Ford Motors, the organisation is highly committed to conduct a specific process that enable the company efficiently deliver its messages within consistent time. Moreover, the processes, i.e. IMC activities of the company are also targeted appropriately to the specific target groups of customers within the market. The IMC functions of Ford Motor provide a major support to the company to design effective promotional strategy of its products through examining their preferences and changing expectations (Chung & Enderwick, 2001). This is owing to the fact that wider communication network of the company often enables it to access customer database and computable resources that are valuable to attain potential groups of stakeholders. In addition, the processes also help the company to develop its long-term marketing strategies by collecting adequate way of using different IMC tools in terms of obtaining large group of customers for the new products. Therefore, streamlining marketing strategies and developing long-term prospect of the marketing activities can be considered as a major advantage of IMC functions in Ford Motor. 2.0 Identification of the Key Challenges in Practicing IMC and Discussion about the Extent regarding the evidence of IMC being Practiced Although the adoption of IMC provides wide-ranging benefits to the organisations, implementation of the key communication tools may compel organisations to face various types of challenges. With due regards to the recent business phenomenon, challenges to successfully implement an IMC practice can be characterised into different factors that can create major constraint on the organisations to determine their marketing communication objectives (Bian & Moutinho, 2009). From a global business context, relatively dissimilar regulatory policies, economic condition along with major barriers in social interaction laws of a nation or region can substantially constraint the capability of the global marketers to accomplish their marketing objectives. In addition, the unfavourable events associated with environmental policies of the overseas markets can also be considered as a major constraint for the multinationals to perform their various IMC practices successfully. In relation to the current IMC practices of Ford Motor, the organisation has also been through major challenges while performing its range of well-designed IMC practices in the UK and Japanese car markets. Few of the major factors that have lowered the IMC practices of Ford Motor in these specific countries have been briefly discussed below. 2.1 Creation of Communication Message In relation to the recent global business phenomenon, construction or formation of a strong communication message is one of the mostly fascinated challenges for the multinationals. In relation to the changing competitive environment in the car markets of Japan and UK, creation of a strong communication message has been identified as a major challenging factor for Ford Motors. Moreover, the organisation has also been through major issues due to changing trend of the media environment in both the nations. 2.2 Legal and Regulatory Constraints The advertising and media regulations or legal policies of the overseas nations can also be regarded as a set of major obstacles that can reduce independence of the multinationals to practice their IMC functions effectively. In relation to the current car market industry of UK, the advertising and media activities are protected underneath strong provisions regarding the successful implementation of public relations and advertising campaigns. In addition, the marketing communication policies in Japan have also been identified to have major barriers in terms of performing an independent way of practicing advertising through the electronic media. Therefore, the marketing communication practices of Ford often face restraints to meet its overall marketing communication goals in both UK and Japan. 2.3 Rivalries between IMC Disciplines The impact of traditional rivalries between communication disciplines, especially public relations and media advertising is often regarded as a major constraint for the marketers while performing their various IMC activities across the overseas locations. In relation to the marketing communication environment of both the UK and Japan, fierce competition among the media agencies and other communication service providers is also a major barrier for Ford in terms of successfully accomplishing its IMC goals and objectives. In addition, social barriers in respond to the marketing functions of the agencies or organisations can also be a major challenge for any organisation to perform their range of marketing communication activities successfully. 3.0 Recommendations on further Use of Marketing Communication Tools/Media In relation to a brief illustration of the marketing communication challenges in both the UK and Japan car markets, the IMC practices of Ford Motor are relatively competent to effectively deal with the possible issues. However, the organisation should also need to take adequate measures in its marketing and communication functions in order to prevent various unfavourable events or issues in its long-term marketing and promotional strategies. Few of the major factors that should be considered by the company for the UK and Japan car markets have been discussed in the following section. 3.1 Understanding Legal and Social Barriers A major understanding about the existing regulatory policies and social barriers can be a pervasive practice for Ford Motor to eliminate possibilities of any types of policy related issues of the marketing communication functions undertaken in UK and Japan. In this regard, a major focus on complying with the regulatory guidelines and social constraints while using IMC tools can enable the organisation to design an effective communication network to promote its personal and commercial vehicles in the UK and Japan car market. 3.2 Major Focus on Creation Communication Messages In relation to the challenging car markets in the UK and Japan, the advertising and communication practices of Ford Motor should highly emphasis upon the creation of its communication messages. The communication messages of the organisation should be aligned with the long-term strategic focus of the company. In this regard, the messages should highly focus on engaging interests and expectations of the stakeholders irrespective of their level of contribution in the organisation. 3.3 Adequate focus on Performing Strategic Media Practices In order to mitigate possible issues associated with the marketing communication activities, IMC activities of Ford Motor should mainly ensure that the company has been using its wider IMC tools with appropriate policies and legal guidelines. Moreover, emphasising interests of the local communities, customers and other groups of stakeholders can also enable Ford Motors to attain its dominant position in the competitive car market of UK and Japan. References Adeoye, A. O. & Elegunde, A. F., 2012. Impacts of External Business Environment on Organisational Performance in the Food and Beverage Industry in Nigeria. British Journal of Arts and Social Sciences, Vol. 6, No. 2, pp. 194-201. Bian X. & Moutinho L., 2009. 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