Marketing And Integrated Marketing Communications Strategy

1 Introduction Advantage Kayaks considers itself a boutique kayak manufacturing business employing one full time boat builder. It has been in operation for ten years undertaking mainly individual orders for the elite and recreational, surf and flat water racing classes. The business appears to be experiencing a scalloped product life cycle pattern because of the constant overall growth and also seeing an increase in competition (Kotler et al. 2012). There is therefore sufficient demand to warrant an additional part time employee. Based on these factors Advantage Kayaks management team have indicated they would like to undertake a strategic marketing process. The aim of this paper is to outline the marketing plan designed by Advantage Kayaks. The plan will involve analysing the current market, its current market situation and future objectives. The final goal is to have a clear, succinct marketing and integrated marketing communications strategy that will assist in and guide the achievement of company objectives. 2 Current market Within the years 2005–06 to 2011–12 the canoeing/kayaking industry experienced growth of 113% with the sports and physical recreation industry generating A$12.8 billion in income in 2011–12 (Sport, Fitness Recreation, Environmental Scan 2014; Value of Sport, Australia, 2013). Industry growth is forcing businesses to separate themselves from competitors by a number of different means. The types of products offered along with buildingShow MoreRelatedIntegrated Marketing Communication : Creative Strategy1461 Words   |  6 PagesIntegrated marketing communications, or IMC, is important in today’s marketing, as it involves the social media and the internet as a way to brand and advertise companies. 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