Marketing Communication                S.I.D.# 0574220/1

INTRODUCTION

This integrated marketing communication plan for SAM Caribbean Limited has been developed based on information collected from the relevant markets and organisations. It is based on covering a short-term period and takes into consideration both the current and future needs of its internal and external markets.

SITUATION ANALYSIS

Company Analysis

The School of Accounting and Management (SAMS) now incorporated as SAM Caribbean Limited is a private tertiary educational organisation offering study options for students ranging from Certificates and Diplomas to Degrees and MBA Programmes for thirty course options. Their mission statement states that “They aim to provide high quality and relevant educational opportunities leading to Recognised Degrees and Post Graduate Qualifications, which can be pursued on a Full Time or Work and Part Time study basis, thereby allowing continuous self-improvement while enhancing one’s job performance.” SAMS commenced operations at only one campus in 1984, but at present is operating two campuses offering services such as library facilities with 9000 volumes, computer labs, a 400 seating capacity auditorium, a bookshop and cafeterias.

Consumer Analysis

SAM’s consumer base consists of individuals both locally and regionally seeking the goal to obtain a tertiary education at an affordable cost with flexible study options. Analysis of the current student population shows that they can be characterised by their age, family life cycle and location, with ages ranging 17-65, family cycles from Bachelor Stage to Full Nest Stage (Wells and Gubar, Family Life Cycle Stages) and campus location choices based on their areas of work or residence.

Market Analysis

SAMS target market can be segmented into Geographical and Demographical bases due to the characteristics of the consumers.

Demographic Segmentation

This segmentation of the market through characteristics such as age, family life cycle and education can be shown by SAMS’ scheduling of study options for students e.g. Part Time and Saturday classes for students falling under the category of Full Nest Stage, while student falling under the Bachelor Stage can attend the Full Time study options.

Demographic segmentation can also be shown through the available course options, which states that students over the age of 21 or students with specific educational qualifications are allowed to start their degree programs while those who are under 21 and do not possess such qualifications are allowed to pursue a particular course of study before entering into the degree option.

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Multi Cultural Issues

This type of segmentation can be classified under the Demographic Segmentation base, as markets are sometimes divided based on multi cultural issues such as individuals’ ethnic backgrounds. However this may not be true for SAMS target market and current student population as it consists of individuals from various ethnic backgrounds and religions. It must be noted though, that the organisation is based on Christian values, offering a Godly Environment with services such as morning worships for students and staff on a voluntary basis.

Geographic Segmentation

SAM’s market can be segmented geographically based on the location ...

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