Integrated Marketing Communications

Running Head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications
Student’s Name
University Name
Author’s Note

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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
1. Company background..................................................................................................................3
2. SWOT: strengths, weaknesses, opportunities, threats.................................................................3
3. Stakeholder attitudes and behaviors............................................................................................5
4. Key communication problem(s) to be solved (What is the problem for their IMC)...................5
5. IMC Actions taken to date (What sets should be taken).............................................................6
6. Reference list...............................................................................................................................7

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INTEGRATED MARKETING COMMUNICATIONS
1. Company background
Sea Life Melbourne is a southern ocean as well as Antarctic aquarium situated in central
Melbourne, Australia. The facility is situated on banks of the Yarra River. The major
entertainment here is the Sea Life Centre, which is under the ownership of the Merlin
Entertainments. The current facility has been developed by the Peddle Thorp architects and the
structure of the facility resembles a ship that has been moved to the river. In the year 2008, the
facility at the Melbourne Aquarium has opened after significant expansion and currently the
entire facility extends from Yarra River to the Flinders Street. This is an organization with basic
set up and only about $3 million revenue, annually (Hocking et al. 2017). The number of
estimated employees is about 49. This is a private, independent organization under another
parent body. The aquarium comes with an internal dining facility, and other tailored services for
the visitors. There are various location choice for the visitors and based on their choices, they can
select private dining parties. There are four basic categories of packages that can be availed by
the visitors. The silver package comes at $250pp, gold package at about $275pp, the platinum
package at about $300pp and the cocktail Upgrade Package at $99 pp (Battle et al. 2019).
2. SWOT: strengths, weaknesses, opportunities, threats
Strengths
One of the major strengths that the organization has been enjoying is the vast media
coverage and the acquired popularity among the domestic as well as the international visitors.
There are no other sea life organizations which offer such advantages to the visitors. The VIP
packages that are offered to the people are unique and most cost effective. another major strength
is the organize management of the facility because of which the visitors have the ease of