Integrated Marketing Communications Plan Analysis for Pick Pack Poe
earning 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).
Due date: Friday April 29th 4:30pm (Week 8). By the end of Week 8, you should all have had a great understanding of the case brand. Your individual IMC situation analysis should then be the foundation of the situation analysis section in your group IMC plan.
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.
The IMC plan is on the case Pick, Pack, Ho. You can't choose your own topic as all teams are doing it in this case.
Lean Implementation Case Report
Name
Student Id
Yasemin Soydas
27 April 2022
Lean Implementation Case Report
The analysis was designed to identify the strengths and weaknesses of the internal and external factors that will influence Pick Pack Poe’s Integrated Marketing Communications Plan (IMC) and the contextual research assessment is critical in terms of finances, promotion methods, product range, and brand image. Further, a SWOT analysis will be conducted to help showcase how the IMC program could take advantage of opportunities and position Pick Pack Poe for success. A successful assessment and examination of these aspects should help Pick Pack Poe design a successful IMC program that will help enhance its growth and brand.
Industry and company overview
Pick Pack Poe is a market leader in a fiercely competitive food delivery field that is quickly developing. The food delivery field is quite unique in its model. According to Mehrolia et al. (2020), customers are often charged the same modest shipping price regardless of the suppliers. The companies’ drivers have the difficult task of picking orders from suppliers and delivering them to their extensive network of drop sites around the country. These drivers ensure that all customers receive their packages at the right time, and in the right state. Pick Pack Poe is at a more advantageous position because it has access to an enormous drop-off network that will help to expand its consumer base. Customers may pick up their orders whenever and wherever they choose using the company’s drop point system. As a result of the company’s pre-order method, merchants are given plenty of lead time to prepare food and staffing. While the idea is the same with some of the company’s main competitors, Pick Pack Poe seeks to bring about the aspect of differentiation through the aspects of coverage, convenience, and cost.
Situation analysis
Internal analysis
Pick Pack Poe’s fundamental goal is to reinvent itself as a customer favorite for food delivery. First, the company’s platform is different in that customers are allowed to order food from multiple vendors in a single order. This means that a person pays a small delivery fee because their order is considered one. Aside from the aspect of using a single order to request different foods from different vendors, there is also the aspect of the drop point system. As a company resource, the drop point system makes it possible for customers to pick their orders depending on their preferences. This means that a customer can place an order and then schedule when and where they need their order dropped. Such a system is indeed a resource that sets Pick Pack Poe apart from its competitors whose systems appear flawed and devoid of such functionality.
With regards to marketing, Pick Pack Poe is highly digital in that it seeks to enhance its brand through social media platforms. Currently, more than ten WhatsApp groups are being used to help spread the word about the company’s services. Further, Pick Pack Poe is present on Facebook and Instagram, where more marketing is done. However, this is not enough, according to Solomon et al. (2019), who indicate that the company must ensure that its marketing methods can be tracked and evaluated. It should be clear whether the marketing methods are enhancing the company’s image or further limiting its growth. Newer and better strategies should then be developed against the backdrop of such reports.
Company, Customers, and Competitive
Pick Pack Poe’s products are mainly the delivery service of food ordered by customers from the Internet in the local Indonesian area because the high delivery fee limits the regional delivery and can only recruit local vendors and deliver to local customers. Pick Pack Poe’ as an innovative brand, targets consumers with a similar mindset. Although the target audience has different demographics and backgrounds, they are connected by interests, online shopping, and food. Brands are identified as individual and healthy. There is a good customer relationship here. In the test data, there are 73 customers who deliver orders on January 27, 2022 and 21 customers who repeat purchases. Also, there are many drop points’ addresses and 13 suppliers here.
The company’s delivery mainly comes from finding employees to act as drivers to deliver orders, which is dependent on labor. Pick Pack Poe’s company’s finances mainly come from three ways: the commission of suppliers, raising products’ prices, and high delivery fees. And the delivery location of the cooperation is a series of cooperation between suppliers and individual families in Asia. Pick Pack Poe’s IMC competencies include the brand’s ability to build a local corporate image and a healthy corporate brand, media selection for product promotion, use of effective promotional tools (such as social media Facebook), and high-quality advertising content produced by the company.
Unique selling point
The unique value of Pick Pack Poe is the free shipping on the flagship released during the beta period of the current software. Customers have multiple options to order food from different suppliers. What the brand can guarantee is the freshness of the food, uniquely maintaining a reasonable temperature through styrofoam boxes and ice gel bags. The most unique thing about Pick Pack Poe’s that attracts customers is the company’s flexible delivery times and no minimum order requirements. Some drop-off points are joining from household, which allows customers to choose when and where to pick up their goods. This is a delivery point system in Rare, among other competitors. The system is more conducive to improving effective lead time and provides suppliers with more time and space to prepare goods and labor. The online order form is novel and easy to accept because its utility is considerable.
External analysis
Consumers have been more socially and environmentally conscious in recent years. As a result of customers’ strong views on cleanliness, Pick Pack Poe is limited in the number of suppliers it may do business with. The corporation must adhere to political and legal requirements to safeguard customers (Solomon et al., 2019). It restricts the company’s operational speed. Regulations like this will significantly impact food delivery companies like Pick Pack Poe. These rules must be strictly adhered to prevent the firm from suffering irreparable financial harm due to legal action. Because of technological improvements, customers have access to more information on food delivery services’ safety and efficacy.
Environmental (PESTLE)
Factors affecting this industry
Importance to brand
Political
* Entering high-tax country and trade restrictions hurts Pick Pack Poe’s food delivery profitability.
* Political instability – the political stability of a country matters greatly to the success or failure of a business. An unstable political state is likely to render business void for Pick Pack Poe.
* Pick Pack Poe wants to expand to Southeast Asia and has to choose regions with low taxes and less trade restrictions to benefit from the high profits of investing in R&D activities.
* The political stability of a prospective market matter to every business. The more peaceful a country is, the higher the likelihood that a business will thrive in its environment. However, the vice versa is true in the event that there is political instability.
Economic
* Improving and studying the labor market increases production and distribution efficiencies.
* Economic growth or decline – every movement of the economy, whether positive or negative greatly impacts Pick Pack Poe’s progress.
* High inflation and wage rates – high inflation and wage rates could lead to increased operational costs.
* Cost of living – the cost of living impacts the lives of Pick Pack Poe’s customers.
* Pick Pack Poe’s drivers are too few to deliver, resulting in high delivery fees and regional restrictions.
* Higher growth means the business is likely to experience growth as well. However, a decline in economic conditions spells doom for a start-up like Pick Pack Poe.
* Inflation is likely to push the prices of products up, and this could be passed on to Pick Pack Poe’s customers. Further, an increase in the wage rates could mean that Pick Pack Poe’s drivers are taking more money in wages from the business. Such instances are likely to stifle growth if, at all, the economy is not growing fast enough to balance the inflation.
* The high cost of living is a disadvantage for Pi...