Marketing Communication Strategy METABICAL Executive Summary

Order Description

The case study is on METABICAL (a revolutionary weight-loss drug)

You have been asked to prepare an “executive summary” for Ms Prin” rel=”nofollow”>intup, the key character in” rel=”nofollow”>in the case. Ultimately Ms Prin” rel=”nofollow”>intup must receive from you a document that clearly outlin” rel=”nofollow”>ines the key marketin” rel=”nofollow”>ing communication strategic thin” rel=”nofollow”>inkin” rel=”nofollow”>ing that will assist in” rel=”nofollow”>in the successful launch and ongoin” rel=”nofollow”>ing positive support for Metabical.

This should be 3 pages maximum. Any material over 3 pages will not be assessed. Make sure you in” rel=”nofollow”>include a standard RMIT cover page (this does not count in” rel=”nofollow”>in the 3 pages) with your name and student number. However, do NOT use any appendices, reference pages or the like. Do NOT go over 3 pages (use any realistic layout you wish) for the executive summary itself for any reason. There is no word limit. The use of tables, charts, figures, etc is recommended where possible – however remember the summary must be readable and presented with care.

In essence pretend this summary was really bein” rel=”nofollow”>ing handed to Ms Prin” rel=”nofollow”>intup in” rel=”nofollow”>in February 2008, givin” rel=”nofollow”>ing her the strategic in” rel=”nofollow”>insights that will make the January 2009 launch and ongoin” rel=”nofollow”>ing sales a huge success. In doin” rel=”nofollow”>ing so you are welcome to assume that the marketin” rel=”nofollow”>ing communication tools of present day are available – that is, treat the case as realistic in” rel=”nofollow”>in terms of the product launch, but you can thin” rel=”nofollow”>ink of the current environment in” rel=”nofollow”>in makin” rel=”nofollow”>ing your recommendations.

The use of section headin” rel=”nofollow”>ings is strongly recommended. Do NOT under any circumstances write an essay or try and answer questions in” rel=”nofollow”>in some form of list. This is a busin” rel=”nofollow”>iness (marketin” rel=”nofollow”>ing) analysis that should clearly summarize the key issues, provide suitable options/alternatives and then (most importantly) a clear strategic direction for the marketin” rel=”nofollow”>ing communication activities.

In completin” rel=”nofollow”>ing and submittin” rel=”nofollow”>ing this executive summary you should assume that you are actually submittin” rel=”nofollow”>ing it to Ms Prin” rel=”nofollow”>intup (your Instructor in” rel=”nofollow”>in assessin” rel=”nofollow”>ing your work will ‘view it’ through the eyes of Ms Prin” rel=”nofollow”>intup). Thus, high standards of presentation and application are not merely aspirational, they are expected.

Read the case carefully. Sort out the relevant in” rel=”nofollow”>information from the paddin” rel=”nofollow”>ing (although there is very little paddin” rel=”nofollow”>ing in” rel=”nofollow”>in this case).

Remember to assume appropriate conditions (which is not hard to do). You can presume that such drugs are not as heavily restricted in” rel=”nofollow”>in terms of their promotional ability as is actually the case in” rel=”nofollow”>in Australia (this makes it easier for you). In doin” rel=”nofollow”>ing so keep in” rel=”nofollow”>in min” rel=”nofollow”>ind appropriate ethical activities.

In addition to the questions at the end and throughout the case that basically illumin” rel=”nofollow”>inate the key decision poin” rel=”nofollow”>ints, the followin” rel=”nofollow”>ing thin” rel=”nofollow”>ings are also suggested for consideration as you develop your executive summary. Keep in” rel=”nofollow”>in min” rel=”nofollow”>ind that you are writin” rel=”nofollow”>ing this executive summary for Ms Prin” rel=”nofollow”>intup specifically and are actin” rel=”nofollow”>ing as a marketin” rel=”nofollow”>ing communications consultant to her – so if you are stuck what to in” rel=”nofollow”>include and what to say, put yourself in” rel=”nofollow”>in her shoes and ask, “at that poin” rel=”nofollow”>int in” rel=”nofollow”>in time, what would I have wished to receive from someone given the marketin” rel=”nofollow”>ing communication issues that had to be addressed”?

The followin” rel=”nofollow”>ing matters are suggested for your consideration as poin” rel=”nofollow”>ints of strategic plannin” rel=”nofollow”>ing and in” rel=”nofollow”>interest, but is not an exhaustive list and must be read in” rel=”nofollow”>in conjunction with the many matters raised in” rel=”nofollow”>in the case itself that require a response. By readin” rel=”nofollow”>ing the case carefully you will see a number of key poin” rel=”nofollow”>ints arise that require strategic consideration and recommendations.

What is the decision makin” rel=”nofollow”>ing process for Metabical (in” rel=”nofollow”>in terms of target audiences)? Who is in” rel=”nofollow”>involved in” rel=”nofollow”>in the process?
How should Ms Prin” rel=”nofollow”>intup thin” rel=”nofollow”>ink about the segmentation of potential Metabical consumers? Who is the optimal target consumer? (keep in” rel=”nofollow”>in min” rel=”nofollow”>ind the possible difference between target consumer and audiences)
How should CSP identify and employ the differential advantages that Metabical offers to position itself in” rel=”nofollow”>in the marketplace?
What positionin” rel=”nofollow”>ing strategy would you chose. Based upon the positionin” rel=”nofollow”>ing you have chosen, what would your communications strategy to the target audiences? Would you suggest a change to the proposed budget or IMC mix? If so why?
What would the brief timelin” rel=”nofollow”>ine for your communications plan look like? (a 12 month timelin” rel=”nofollow”>ine is enough).

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