Samuel’s Furniture Store Marketing Strategy

0SAMUEL’S FURNITURE STORE MARKETING STRATEGY
SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Name of the Student
Name of the University
Author Note

1SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Abstract
The study analyzes and evaluates the marketing communication functions of
organization. A medium sized business called Samuel’s Furniture Store has been taken as an
example organization for the effective evaluation of communications strategy that can be applied
to help the business grow and develop. Within the scope for the development of marketing
communications strategy for the organization the effectiveness of integrated marketing
communications have been discussed. Moving forward tools that can be utilized for the
marketing communications, programs for communications and monitoring and control activities
are analyzed and discussed subsequently. The work has been done in a business plan format and
recommendations have been provided after analyzing the implications of the study.

2SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Integration of messaging and media............................................................................................3
Specific tools...............................................................................................................................5
Communications program...........................................................................................................6
Monitoring and control................................................................................................................9
Conclusions....................................................................................................................................11
Recommendations..........................................................................................................................11
Bibliography..................................................................................................................................12

3SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Introduction
The report is focused towards providing an effective marketing communications strategy
for a new business named Samuel’s Furniture Store. The business is being started by Samuel
Brown. He has 10 years of market experience in the furniture industry and is going to use the
same towards enhancing his business prospects. The shop is located at a corner cluster of shops
where Samuel has some important agreements with his fellow shopkeepers. Samuel has agreed
not to sell television sets and in return the other shopkeepers will not venture into the bedding
and mattress selling business. Samuel has certain advantages that he wants to utilize through an
effective marketing communications strategy. He wants to utilize an effective marketing
consultant towards increasing the reach of his business. The study will keep the business in focus
in order to analyze the concerned market and formulate an effective communications strategy
within a strategic business plan. The significant areas will be identified and the focus will be
towards forming an optimally effective strategy.
Findings
Integration of messaging and media
One of the most important aspect to consider for an effective communications strategy is
the integration of the message with the media that will be used. In order to this to happen
integrated marketing communications have to be implemented. Integrated marketing
communications is an approach in which various forms of coordinated promotional methods are
effectively utilized to achieve the most important market goals for various organizations. IMC is
an important aspect of marketing communications (Ots and Nyilasy 2015). This is because
modern customers are widespread and are influenced by a number of communication media.