Integrated marketing communications plan for Wendy Electrical Machinery Company

Abstract

Wendy Company has been selected as the research object of this study, which first attempts to analyze the global and domestic pump market, as well as the market trends pertaining to the pump industry, specifically by looking at the variety of industry demands for pumps. In an attempt to better understand the highly competitive environment, a detailed PEST analysis to better understand the political, environmental, economic , social and technological environments was conducted, followed by the employment of Porter's Five Forces model to analyze the existing competitive activities among the major market players. This includes the threat of substitutes, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and rivalry among the existing players, with reference to the present and future development opportunities of the company being studied. This was followed by a detailed analysis of the company's strengths and weaknesses. Apart from that, the specific analysis of the self-development ability of enterprises was carried out specifically by analyzing the various functions within the company under study. The ultimately goal of this study is to create detail and practical integrated marketing communication plan for Wendy Company which is in the case of Business to Business market. Available materials include, brochures, third party website, print magazines, and videos.