Contents

• Executive Summary 3
• Introduction 3
• The Role of the IMC Planning 4
• Target Market Analysis 5
• IMC Objectives 6
• IMC Strategies 8
• Big Idea 8
• Message Strategy 8
• Framework and Advertisement Channels 8
• IMC Evaluation 9
• Conclusion 10
• Bibliography 11

Description

Through the paper an attempt has been made to analyze the importance and role of the integrated marketing communication for an organization and the way it can help an organization like Starbucks to expand successfully into Dutch market. On the basis of the target market analysis, the objectives of the integrated marketing communication have been developed. The IMC strategies have been generated for Starbucks to better penetrate the market. The evaluation of the integrated marketing communication for Starbucks has also being done in the paper to comprehend whether the communication approaches considered by the organization is being able to help Starbuck to expand successfully into Dutch market.