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Executive Summary The purpose of this situation analysis is to identify internal and external factors that will have an impact on Estee Lauders integrated marketing communications program IMC A situation analysis is necessary to determine the position Estee Lauder is currently occupying in terms of finances promotional strategies product range and brand image A thorough analysis will help identify any opportunities and potential threats that the company may come across and the effect that these opportunities and threats will have on their new IMC program Strengths and Weaknesses will also be identified and taken into account as the new IMC program is developed As part of the internal analysis Estee Lauders past promotional mix strategies will be assessed and evaluated Strengths and weaknesses will also be evaluated in terms of brand image and the products and services they offer were also identified Estee Lauders current promotional strategy has a strong focus on advertising in sources of print media within media relevant to its target market such as fashion magazines including Harpers Bazaar and In Style Personal Selling also plays a dominant role in Estee Lauders current IMC strategy The use of the Internet and Direct marketing has played a minimal role in Estee Lauders IMC program for Australia This was identified as a weakness but also as a potential opportunity to expand and use these promotional tools in their future IMC program Other weaknesses were based around poor and inappropriate promotional strategies for reaching their intended youth market and consumers in their twenties Brand image price package and product design were seen as being too old for the targeted younger consumer The new IMC program will be focused on overcoming these weaknesses and on reaching the younger audience in the most effective way Strengths such high levels of brand awareness trust and a strong position in the market place have been Identified and utilised in the future IMC program The
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