Integrated Marketing Communications

Context Analysis

2Tutorial 2

The Integrated Marketing Communications

planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resources

scheduling

Fill, 2011

marketing

the macro environment

the micro environment

strategysystems

functionsresources

suppliers

other stakeholders

intermediaries

competitors

customers

political forces

social cultural forces

technological forces

economic forces

environmental forces

legal forces

environments

the internal environment

context analysis...

external (macro) context…

present organisations with opportunities and threatspolitical

economic

social

technological

environmental

legal

PESTEL analysis…Your Notes PESTEL

FactorsPotential Impact

Implications & Importance

About your organisation & how the factors might impact on marketingfor your organisation/SBU

PoliticalEconomicSocialTechnologicalEnvironmentalLegal

H = HighM = MediumL = LowU = Undecided

Time Frame:ShortMediumLong

Type:Opportunity orThreat

Implication:IncreasingReducingNot yet determined

Relative ImportanceH = HighM = MediumL = Low

stakeholder context...

Which publics are important to the firm’s operations?

How strong are company-stakeholder relationships?

What is the impact of corporate actions on these publics?

Are they increasing or decreasing in importance?

What actual or potential impact could they have on the business?

What are the interests of each relevant public?

Which groups pose a threat and which an opportunity?

What are their communications needs?

Monitor… Minimal Effort

Keep Informed

Keep Satisfied Key Players

Low Level of Interest High

Hig

h L

evel

of I

nflu

ence

Lo

w

Mendelow, 1991