Integrated Marketing Communications

Question: Write an essay about the "Integrated Marketing Communications". Answer: Part A The Management Decision Problem The management decision problem relates to re-positioning of the image of Goa as popular tourist destination. In addition, Goa seeks to be a part of the tagline Incredible India. Agudo et al. (2012) mentioned that Traditionally Goa has been perceived as a tourist destination that is frequented by Westen Hippies and backpackers. It is also associated with drug consumption and has a negative perception among domestic as well as international tourists. However, the repositioning campaign shall consist of considerable expenditure. The management decision problem relates to the implementation of an organized marketing campaign as well as the development of airports and cruise terminals .According to Baker and Parkinson (2016), the management decision problem also includes the operational costs involved in implementing the repositioning strategy of a business enterprise. The management decision lies in the understanding the attributes that would make the alternate marketing strategies succ essful. The Marketing Research Problem The marketing research problem shall relate to the selection of a marketing campaign that would serve the purpose of the state and change the brand image of Goa as a tourist destination . The issue refers to the usage of the marketing campaign developed in association with the brand management company Chlorolophyll the Kenna Campaign . According to Baudet and van der Meulen (2014), the marketing research problem would also refer to the issues in implementing the re-positioning strategy to alter the marketing policies presented of the Go tourism department .As such, issues would be addressed in a specified manner to enable the research study to achieve its desired goals and objectives. The market research involves in identifying the discrepancies in the marketing strategies of a business enterprise. This also relates to identifying the existing trends in the tourisms issues. Rationale justification The repositioning strategy would offer Goa, a distinct identification in the international tourism industry. In addition it shall affect consumer perception in a positive manner. Thus, it becomes essential that the re-positioning strategies are evaluated in the context of the needs of the Goa tourism industry . In addition the role of the marketing campaign is also of necessary campaign is an essential part of the repositioning strategy implemented by the Goa tourism department . In this regard, it becomes essential to assess the commercial viability of the marketing strategies and the expenses it shall incur . In addition how the operational dynamics of the Goa Tourism department would also change due these newly framed policies. Therefore, it becomes pertinent to examine the impact on the current operations on Goa tourism department. The research study seeks to analyze the merits as well as the demerits of the in altering the marketing as well as the operational initiatives of the Goa tourism on the states financial condition Research Question How essential is the transformation of Goa to a popular tourist destination? What is the impact of the marketing campaign on Goas commercial viability as a tourist destination? What are the essential recommendations that can be made to improve the condition of Research design The proposed research design shall be composed of data gathered. The data gathered shall be classified into two categories like qualitative and quantitative data. The qualitative data shall be composed of interviewing travel executives to take their views about the effectiveness of thee marketing campaign developed .In this regard, it can be said that such data shall be represented adequately to assist the Goa tourism department to develop pertinent marketing strategies. As such data shall also be gathered from the consumers that would be represented through excel charts. The quantitative data would be represented adequately and give a fair view about the organization . The secondary data shall be composed of journals, magazines and other online resources. It is expected that such data would be a valuable source of information to the researcher in the research process. It is pertinent that the MRP issues would be addressed adequately in the research procedure. For the purpose of the study, the research design has to be descriptive. According to Mihart (2012), a descriptive research designs shall evaluate data in an in-depth manner . The in-depth research design shall assist a business organization to gather consumer perception and respond adequately to the feedback. A descriptive research design facilitates facts and responds adequately to the research procedure. The descriptive research design has to consider the facts rather than the human experience and emotions. It is essential that the research design has to evaluate the facts relating to the tourism industry and the consumer perception. The research approach would be deductive and therefore shall be able to assist the researcher in the research process . A deductive research approach would be able to analyze the essential constituents of the market research plan and make pertinent recommendations to the Goa tourism department in order to implement an effective repositioning strategy for its growth. The data collection instrument shall relate to the questionnaire presented to the business enterprise. The questionnaire shall be composed of different factors that would assist the research study . In this regard, it can be said that the questionnaire would be an essential tool in the data gathering procedure and would enable the researcher to gather essential information about consumers needs and preferences . Goa as a tourist destination would grow considerably if effective re-positioning strategy is implemented in the business organization. The questionnaire provided to consumers shall have all the necessary questions that is important tot the research study. Thus, the issue of repositioning strategy shall be addressed adequately from the response of the consumers. The questionnaire shall consist of all the essential questions relating to the repositioning strategy in the tourism segment. However, it can be said that all the necessary issues relating to the repositioning strategy shall be adequately represented in the questionnaire . This questionnaire presented to the travelers. Questions shall be asked regarding their consumer perception about the existing condition of Goa as a tourist destination. It is expected that the following questions will have to be answered so that consumers shall present an essential opinion to the management of a business organization. What is the purpose of the repositioning strategies implemented in Goa tourism? What are the benefits of the repositioning strategies that are likely to bring towards Goa Tourism? What is the role of the marketing campaign and its necessary implications? Sampling Method The sampling plan shall be classified into two types which are probability as well as non-probability sampling method. The non-probability sampling method facilitates the entire population to be considered as one sample. In this regard, it can be said that the non-probability sampling method can be impractical, since it would not be possible such a large number of populations as one sample. In addition, it can be time consuming and would present a large number Therefore, the probability sampling process is used to gather necessary data to the research process. A sample size of 55 manager as well as 6 consumers s shall be taken as a sample to gather various views and opinions of different customers that have been to Goa. Data collection procedures The data collection procedures primarily through the questionnaire method. In addition, a telephonic interview process shall also be conducted to collect the views of the executives or the managers working in the travel industry. This would enable the researcher to draw appropriate conclusions relating to the research study. Secondary data should be collected through past magazines as well as business journals and magazines. According to Newton and Meyer (2013), the secondary data collected shall be a valuable source of information in the research study. The qualitative data collected would be represented through excel charts and would be analyzed quantitavlely. The data gathering procedure would also achieve the goals and objectives of the business enterprise . The responses of the consumers shall be analyzed quantaitavily and represented through graphs and charts. It can be expected that the responses received like this, would enable the researcher to draw necessary conclusions as per the research topic. On the other hand, responses received from customers shall be interpreted in a qualitative manner . Both primary and secondary data would form an essential part of the research procedure, thereby, fulfilling the aims and objectives of the research procedure. Pearce (2016) noted that the data gathering procedure has to be quick as well as effective to assist the researcher in his research initiates . Research Outline The research outline is composed of the following elements a positivism research philosophy, descriptive research designs and a deductive research approach. Prybutok (2012) mentioned that a deductive research approach shall enable the researcher to have an in-depth evaluation of the research procedure. The necessary constituents like market demand as well as consumer tastes and preferences are judged in an effective manner to enable the researcher to draw necessary conclusions. A descriptive research designs assists the researcher to make have a detailed evaluation about the research process. The research adheres to the ethical considerations involved in a research process. As such, no participant involved in research process shall be any undue process from any external factor. Thus, the participant shall have the right to express their honest opinion. In addition, the researcher has the primary responsibility to preserve the documents related to the research procedure. Thus, disclo sure of documents would be protected under any manner so that no parties involved in the research procedure shall be harmed in any manner. Data Type The Data are composed of the following two types - Primary data and secondary data. The primary data is composed of interview the manager and other executives working in the hospitality industry. It is expected that these managers would offer authentic opinion about the impact of re-positioning strategy on the business sustainability of Goa. In addition they would offer essential opinion about the role played by the marketing campaign and its impact on the brand image of Goa as a tourist destination. Rao (2015) mentioned that the secondary sources shall include data collected from different journals and business magazines that would provide valuable information about the repositioning strategies of a tourist destination. In these regard, it can be said that the secondary sources of data collection is a valuable source of information to the researcher in the gathering of data Research Limitations The research has been hampered by the lack of financial as well as non-financial resources of the business enterprise. in addition, there was essential time constraints that have restricted the research procedure . The secondary sources gathered did not wholly relate to the tourism in Goa. In addition, substantial time and energy resources were required to gather necessary data relating to the primary data which was not possible in such circumstances. Besides this, the executives and the managers were not able to express their opinions in a transparent manner. This was due to that the company policies prevented them from doing so Part B As per item 1 , there exists not a significant difference of 0.052 between the views of the domestic student as well as the international student . Therefore, it remains essential to retain a null hypothesis. However, in the case of item 2, the opinion of the domestic student and the international student differ so it rejects the null hypothesis. As per item 5 , it is essential to reject the null hypothesis since it differs by an amount of .042 , thereby , rejecting the null hypothesis . Again in the case of item 7 it is essential to retain the null hypothesis the difference being 0.456. In the case of item 8 and 9 , it is essential to reject the null hypothesis , the difference being 0.25 and 0.35 respectively. In the case of item 11, which relates to the distribution of teaching staff the difference is 0.039. In such a scenario it become s essential to reject the null hypothesis of the organization. However, in the case of item 13 , it becomes essential to retain the null hypothese s s since the domestic as well as the international students holds the same view. However in the case of item 17 there is a difference of 0. 084. So, it becomes essential to retain the null hypothesis of the business organization. Again, in the case of item 18 , there lies a significant difference of ,208. Therefore, it becomes essential to retain the null hypothesis of the organization. In the case of the analysis of variance the unit materials leaving between groups and within groups do not possess any significant difference. Thereby, not affecting the productivity of the organization . Again, in the case of unit materials and skills there lies no difference between the employees among between groups and within groups. However, in the case of recruitment of the overall assessment program there is a significant difference among between groups and within groups of 0.846. The resources that would be required to learn shall have a difference of 1.00 The Feedback section from students shall have an overall difference of 1.016 . This is essential in the case of having a difference of opinion among the student society The bivarate data coefficient shall have a strong link with the constituents having a difference of six or above. Therefore it shall have an essential impact on the operatations as well as the functionalities of a business entity. References , J.C., Crespo, A.H. and Bosque, I.R., 2012. Adherence to customer loyalty programs and changes in buyer behaviour. The Service Industries Journal, 32(8), pp.1323-134. Baker, M.J. and Parkinson, S.T., 2016. Organizational buying behaviour: purchasing and marketing management implications. Springer. Baudet, H. and van der Meulen, H., 2014. Consumer Behaviour and Economic Growth in the Modern Economy (RLE Consumer Behaviour) (Vol. 1). Routledge. Dasgupta, P., Southerton, D., Ulph, A. and Ulph, D., 2015. 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