The paper "Integrated Marketing Communication Theory: Case of City Snacks Restaurant" is a great example of a case study on marketing. With the turn of the century, many companies have reported making huge profits alongside increased economic activity in the world. As such the Pleasure Foods Company was not left behind expanding and exploring new markets. The company through its affiliate company City Snacks increased the number of its branches to stand at 140. This did not bypass the attention of would-be competitors in the retail business. As time went by the Retail giant started experiencing serious competitors from the new entrants in the market.
Sales were going down and the only viable way for the company to retain its position in the market ahead of its competitors was to introduce a more relevant marketing campaign that would be best suited to address the current market situation. In a move viewed by many to be timely if not late was the hiring of anew marketing director who is going to be responsible for introducing the new strategies that are going to lift the firm from doom in the market. Situation Analysis At the moment the company is thought to have effectively saturated the market in its expansion programs.
However, this does not mean that the company is operating at its optimum. Such a case directly points to the fact that there is room for improvement in increasing company sales revenue. The management feels that the projected 4% annual growth is not enough. Alternatives ways of increasing the sales have to be sought as expansion through the opening of more outlets is out of the question as the market is being viewed to be saturated with the number of running outlets standing at 140.
The best way forward for the company, for now, is to increase its marketing efforts something that has received new blood with the appointment of a new marketing director. Marketing situation In the handling of its marketing programs, the company has to adopt a very personalized marketing mix given that the business borders on product marketing and service marketing. Dwelling on the traditional 4Ps model to determine the perfect marketing mix is more suited for product marketing while the more modern McKinsey's 7S is better suited for service marketing.
The 4Ps model emphasizes the importance of product, price, place, and promotion. On the other hand, the 7S model emphasizes on Structure, strategy, systems, skills staff style and shared values. The later model is more preferable as it sources its findings from a broad spectrum that is more involving than the rather involving 4ps model. In our case, we analyze the hotel using the 7s' model Strategy This is basically the agreed and planned for the general direction of the company in the long run.
The inclusion of the company's products and service offers is paramount in pinpointing the direction that the company is to take as determined by the market in which it is operating.