Industry and Business Performance - Integrated Marketing Communications - Research Assignment Help

Assignment Task :

1. n page one write the heading Executive Summary, leave the page blank move onto section 2
2. Write the background of your product or service, specifically discuss what is your product or service? What needs does it fulfill? This is a great way to start the assignment by getting something on the screen.
3. Go the Kaplan eLibrary (My Services -> Kaplan Library) login with your OpenAthens account
4. Search for IBISWorld and click on an item that says ‘View record in IBISWorld’ (it doesn’t matter which one at this stage). This will take you to IBISWorld to type your industry into the search. 
5. Review the report but particularly industry performance (size, growth, key issues) and check the major companies. This will give you data on industry performance and perhaps your chosen business. Do some broader research on the performance of your business (look at reports if they are available, media reports or news in whether it is expanding/detracting, etc).
6. You can now add the industry and business performance to section two.
7. Next, undertake research of your chosen businesses' integrated marketing communications – refer to Slide 13 in Week 10 for the list. You will need to undertake research to complete this section. Go to the retail store if your product is available in stores, subscribe to its email newsletter, check how the product is displayed in shelving and packaging or the ambiance and service of the restaurant. The point here is that you need to do more than a web search. Turn on the TV and radio, search for examples of its advertising, look at outdoor advertising and find examples of your business. Explore its online presence, etc. Go through each of the seven elements, your business may not use each of them, but undertake the research and find the ones it uses. Compare the message, the tone, the style, the appearance. Consider how the marketing communications mix reflects attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. In this stage you are not providing judgment, instead, you are looking at WHAT is your business communicating about your product or service? HOW is it communicating this? WHERE is it communicating?
8. Is where you critically evaluate the marketing communications mix you found in section 3. Firstly, look for consistency – are all these forms of communications consistent with each other, why/why not. Secondly, consider how aligned the forms of communication are to your market (your survey respondents). Here you want to re-explore your survey and your own purchase journey. Is it reflecting the attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes as your survey respondents and you? Remember, you are assuming your purchase journey and your survey respondents are reflective of the market.
9. Builds you identified what works, what doesn’t and what should change. Section 5 is where you put your recommendations, based on your analysis. What should the business do and why? Remember, the recommendations should be strategic, they can’t just be one tactic, it should be something that leads to an outcome. For the recommendations start with a bullet point and then explain what needs to be done and why and how it would do it. Make sure you use suitable theories here to support your views.
10. Now write your executive summary. For the executive summary find the essential information from each section of the report and start with that. Follow the sequence
of the report and end with your recommendations. Make sure your executive summary is one page in length. Remember that a good way to think about the executive summary is that if all I read was that one page, that it would be the mark that you get. 
11. Appendix: include examples of the marketing communications you researched, screenshots, photos will suffice.
12. Include a minimum of 15 references and sources of information, remembering your research on the communications mix, IBISWorld, as well as assignments one and
two are suitable references.

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