A Case Study on Developing a Marketing Communication Strategy

Developing a Marketing Communication Strategy

Taj Mehal Afro, an African and Asian grocery in Finland.

Abstract: The purpose of this study is to make an assessment of the case company in terms of its marketing communication strategy, analyzing and exploring weaknesses and opportunities. On the basis of the findings, a proper marketing communication strategy is developed which will focus on efficient coordination of the customers’ expectations and the case company’s objectives. The core objective of this research is to define the various communication strategies and make recommendations on how these proposals could be applicable.

Introduction: Business ventures seek returns on their initial investments and vie for market share to increase revenues. While growth could be argued as being the main objective of nascent irms, stability, penetration to new markets and building brand awareness are important in big companies. However, given competition and the ever changing demand patterns of consumers, companies explore and adopt marketing communication strategies to distinguish their offerings from competitors. Having goods or services of superior quality does not necessarily mean increases in sales or brand awareness. Some companies do not survive due to poor marketing communication strategies..

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