Marketing Communication Retail Small Scale Businesses

Question: Describe about the Marketing Communication for Retail Small Scale Businesses. Answer: Introduction There are various small scale industries in Australia in which Cotton On is one of them. Cotton On is one of the retail small scale businesses in Australia which is best known for its fashion brands such as men, women, kids and teenagers clothing. The company is running in 12 countries with 1200 stores approximately. Now the company is having 17,000 employees in Australia and outside countries. The company is named as Cotton On because most of the products of the company are made by cotton. The company has founded by Nigel Austin in 1991 and the first store of the company was opened in Australia. In the year 2006, the company has produced its own Cotton On body. In addition, in 2007 the company has produced Cotton On kids across the country. In 2008, the company has expanded the business with Cotton On shoes within the country. In the year 2013, the company has almost 1200 stores in Australia as well as other countries (Downes and Mahon 2012). Structure of the company Cotton On is a retail company in Australia which has come to the affect in 1996 by Nigel Austin. The organizational structure of the company is sufficiently developed to provide better resource to the people of the country. Now the company is spreading across 12 countries as a small scale business. The infrastructure of the company is well developed and it is satisfying the needs of people within the country (Chakrabarty 2016). The company produces clothing products in all countries and provides better resources to the people. The financial position and stakeholders of the company are very initial ingredients to reach the business at its maximum goals and objectives. There are different steps of infrastructure of the company which shows the economic growth and development of the company in Australia (Hamawand et al. J 2016). Reputation of the Company: Nowadays, the company has much reputation in the country because it provides better services to the people and people are more involved with the companys products. The company provides goods as retail basis to make higher profit within the economy. After 2013, the company has got much reputation across the country (Wei 2012). Relation with Stakeholders: Now the company has best relationship with its stakeholder to make more production and to manage the profitability of the company in Australia. The stakeholder plays an important role in the development of the company. The company also follows the concept of stakeholder because it is a retail business enterprise (Anisimova 2014). Strength and Weakness: The Company has more strength in the market of Australia. However, it has little weakness which the company has to remove for well growth in the country. The company produces every type of clothing material which people can buy in large quantity because it satisfies the people need in the society. As a retail business, the company is making sufficient profit but the weakness is that the company is not participating in large scale production and competition in the market (Pittaway 2016). Marketing Communication: Now the company is maintaining the integrity within the economy of Australia and also measuring some marketing tools for the best transaction of goods in the market. There are some tools of communication in the market which the company follows accordingly such as production, sales, operations, human resource and finance. These all are very necessary to run the business smoothly in Australia and outside countries (Parente 2014). Internal Marketing: The Company runs as a small scale industry in Australia. However, it is maintaining the procedures of internal marketing within the economy of Australia. Internal marketing indicates the place of transaction where it can sell goods at some different price in the market. The company may earn more profit by doing internal marketing in the country. In order to make more profit, the company must follow the concept of sales promotion (Strausbaugh-Hutchinson 2014). Program and Activities: The Company is running well after 2013 and maintaining the continuous growth by doing some development programs and activities for the product promotion within the country. The company provides these programs and activities to achieve some common goals and objectives in Australia (Edries and Jelsma 2013). Interactivity The company has interaction with some marketers and media action plan to make more production across the country. This interaction includes media plan, customer enquiry and customer database (Maart 2013). Interaction with Media: Media plays an important for the growth of business across the country. A media plan is one of the strategic balances of mass media and one-to-one media which help to incorporate the business into worldwide segmentation (Azizul Islam 2013). Interaction with Customer Enquiry: The Company manages some special trainings and programs for the welfare of the employee in the company. This program organizes to give facility of customer enquiry in the country (Jain 2013). Customer Database: A customer database of the company helps to capture the queries and complaints regarding sales behavior and sales promotion in the country. The database of the company is easily accessible internally within the country. Cotton On easily maintains its customer database because it is doing retail business across the country (Spiller 2015). IMC Capabilities IMC capabilities indicate the presence of an IMC manager in the company who maintains the whole strategic performance of the company. All departmental works are done by IMC managers to make well development in Australia (Kelley 2015). Strategic Consistency The company promotes the business products accordingly to get more customers from across the country. The strategic consistency includes advertising and PR, sales promotion and packaging (Jugenheimer 2015). Advertising and PR: It is an essential activity to promote the companys product. The company makes advertising via internet, radio, newspaper, PR and much more. These advertisings may lead the success of the company (Buil 2013). Sales Promotion: The Company makes promotion of its products to sell more goods within the country (Chernatony 2013). Packaging: The Company makes packaging for its products by which it can give fresh and genuine products to its customers. Packaging is necessary to make a successful strategy of the company in Australia (Martnez 2013). Planning and Evaluation Strength: The Company has the strength of making some fundamental plans for the growth of Cotton On Clothing in Australia. Production of the company is sufficient to satisfy the people of the country (Chen and Seneweera 2016). Weakness: The Company cannot participate in large scale production and also cannot deals with big business in Australia. It has to develop more to get more growth (Bull 2016). Opportunity: It has the opportunity to make sales into worldwide market segmentation and do business in 12 countries including Australia (Jobstvogt 2016). Threat: Threat of leadership and ethics may affect the strategic system of the company in Australia which impacts the working performance of the company (Bhnke-Henrichs 2016). Zero-Based Approach: The Company sometimes follows the approach of zero-based marketing where it makes normal profit in the market at genuine production process (Jones, Owen and Johnston 2015). Creation of New Brand Contacts: The Company creates new brands for doing more transaction in the market (Mascarenhas and Sitas 2016). Marketing Strategies: The Company follows the strategy of marketing via public response, sales promotion, advertising, trade promotion and much more. The company maintains a better relationship with customers and promotes for its products across the country (Zhringer and Carter-Silk 2016). Conclusion The basic objective of the report is to develop the marketing plan for small scale industry in Australia and Cotton On Clothing Limited is one of the retail businesses running as a small business across the country. The company has much growth in SME business. However, it is trying to expand the business internationally. The companys infrastructure is consistently growing and reputation and best relationship with stakeholder in the marketing strategy. IMC plans shows the development strategy of the business in other countries where the company is operating. 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