"Defining a Communication Plan" Simulation

Essay by fred4646University, Bachelor'sA, November 2008

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In the simulation "Defining a Communication Plan" the writer of the paper will discuss several factors that go into the communication plan for the launch of a furniture company in the U.S. The writer will discuss in each of the scenario's phases, the writer's solutions, the results of each scenario. The writer will also discuss a series of questions of how the IMC concepts that were applied in the simulation by answering the questions. Olive is a Europe based home furniture store that is now looking to expand by entering the U.S. market.

Scenario 1The first scenario the writer has to decide which groups will be chosen for each demographic factor to identify the people who will buy Oliver's products. The age group that was chosen was 25-34 and 35-44 to define the writer's target segment, this was an optimal decision. The Consumer Spend Report seems to indicate that consumers in the age group of 25-34 and 35-44 will be the key drivers for Olive.

In the results of household size, the household size was chosen 2, 3, and 4 to define the writer's target segment. This was the optimal decision. The Consumer Spend Report indicates that household size of 2, 3, and 4 will be the key for Olive. For Annual Income the writer chose annual income of $50, 000 to $75, 000 and $75, 000 to $100,000 to define the target segment. This was the optimal decision. By choosing these two annual incomes seems to be the right key drivers of revenue for brand for Europe to make more than 77% of all sales. In the U.S. the Consumer Spend Report points too these two segments, since they seem included to spend on foreign brands than local ones. Last, was psychographics and chose customers with the psychographic profiles...