Integrated Marketing Communication Situation Analysis of Red Bull

IMC situation analysis (individual) (20%)
Learning outcomes assessed:
#2. construct an integrated marketing communication plan, including situation analysis, target audience analysis, communication objectives, communication strategy, creative strategy, media strategy, scheduling, budgeting, and monitoring and evaluation procedures.
#3. discuss, present, and critically evaluate practical issues in marketing communication using appropriate theories and terminologies.
Details of task
As an individual, write an IMC situation analysis of the case brand using appropriate tools. The IMC situation analysis should focus on those factors that influence or are relevant to the development of an IMC plan. That is, if the factor does not implicate the IMC plan, you should not discuss it, even if it may be included in a general situation analysis of the company. For example, if you decide that a factor will influence the pricing strategy, then it may be included in a general situation analysis of the company. However, for this assignment, you are creating an IMC situation analysis. This means the factor impacting pricing strategy is not relevant (for the purpose of this assignment).
It should include both an internal and an external analysis, as well as a SWOT table.
Internal analysis assesses relevant areas of the company, the product/service, and the brand. It may include analysis of the company's IMC capabilities, the organisation structures that may have a bearing on IMC, past IMC campaigns, the entity performing IMC functions (in-house vs. agency), factors of the product/service that may have a bearing on IMC (e.g., a unique selling point, benefit, etc.), brand image, etc. In sum, anything within the company that may impact your IMC plan.
External analysis assesses external factors that are relevant to IMC. It may include environmental analysis, customer analysis, and competitor analysis. Environmental analysis discusses current trends or developments in the mark that may affect the IMC program. Customer analysis discusses factors such as customer characteristics, buying patterns, decision-making processes, attitudes, perceptions, lifestyles, etc., anything that may impact their responses to an IMC campaign. In a B2B case, since potential customers are businesses, the factors become things such as size of the business, type of the business, brand reputation, etc. Competitor analysis includes an in-depth examination of the IMC aspects of both direct and indirect competitors.
SWOT table should use bullet points to sum up the strengths and weaknesses that come out of the preceding analysis. All information in the SWOT table must be apparent from your previous analysis.
Please do not simply describe or regurgitate the current situation. Instead, you should discuss the implication of each situation to your IMC plan.
Please note: This is an individual assessment. IMC group members should not collaborate on this assessment.
Word limit: No more than 1500 words.
Release date: The IMC case brief will be released by Thursday night in Week 5 (March 31st).
Penalties for late lodgement: All late assignments will attract a penalty of 10% for every 24 hour period that it is late.
Submission: submitted via Moodle submission link
Essay formatting requirements
You must use Times New Roman size 12 font, double spacing, fully justified paragraphs and 3cm margins on A4 pages. Please number the pages.
The first page of the report is a title page which includes, as a minimum: the report title, tutor's name, your name and student ID. This is to be followed by the first page of the report (numbered p.1 - the title page is not numbered).
Your IMC situation analysis must be in one Word/PDF document. No other formats will be accepted.
Assignment coversheet is not required.
You are welcome to use headings and tables within your report if you wish.
Your report must be fully and correctly referenced using the APA referencing style.
Criteria for marking: Your IMC situation analysis will be marked based on the following criteria. Detailed expectations for each criterion are explained in the IMC situation analysis rubric.
Primary criteria: quality of internal analysis, external analysis, SWOT table, and depth of analysis
Secondary criteria: writing, reference
Feedback: Your tutor will provide comments on the rubric within 2 weeks of the due date. Your grade book will show a letter grade at the release of the feedback.