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Essay / Research Paper Abstract
This 8 page paper looks at a new archery company. The paper is written in two parts, the first part defines the primary and secondary target market. The second part of the paper develops a marketing strategy based on integrated marketing communication within the constraints of a very limited budget. The bibliography cites 5 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEarchery.rtf
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Unformatted sample text from the term paper:
that the best long-term approach will be utilization of an integrated marketing communication strategy. However, the company has only a very minimal level of resources due to the current low
level of sales following its formation in 2007. In order to develop an effective integrated marketing communication strategy the first stage is to determine who the target market is. It
is only when the target market themselves have been identified but it is possible to develop a communication strategy which will overcome the barriers such as noise and interference so
that the message can be heard (Kotler, 2003). 2. The Target Market Michael Alan Archery, LLC, has developed and is manufacturing a range of archery equipment based around five lines,
including 3D target stakes, third axis bowstand/sight leveler, thumb pads for releases, quick disconnects and sight light brackets. Some of these products have already been sold and in archery clubs,
however exposure to archers is minimal due to the low level of these cells. The company is based in mid Michigan, as the
start-up company with low sales this indicates that the initial target market should be within the same area, in and around the state of Michigan. The target market may be
divided into two segments; the primary target market and a secondary target market. The primary market will be archers; archery is a sport which is dominated by men, with a
high level of male dominance within the hunting rather than a competitive area of the sport. However, there is a female continue with in a sport which will need to
be considered as part of a potential target market. Archers come from a wide range of backgrounds, especially when including hunting archery within
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