This document discusses the marketing strategy and objectives of a language company called Alfa Expior. It finds that the current strategy has weaknesses, like an outdated website and lack of promotion on social media or newspapers. The role of integrated marketing communication is crucial since the company needs to distinguish itself from competitors and communicate its strengths, objectives, and cultural expertise to attract more clients. Updates are needed to make the marketing plan more dynamic and adopt new industry trends.

1. A L F A
E X P E R I O R
W H A T D I F F E R E N T I A T E S T H E B E S T
A C T I V E L A N G U A G E S
F E D E R I C A C O G O
A L B E R T O D E N A R T
A R I A N N A M A Z Z O N
L I N D A V E Z Z A R O
A L I C I A Z A N O N
B R A N D I N G A N D C O M M U N I C A T I O N
P R O F . L A L A H U
Y E A R 2 0 1 6 / 2 0 1 7

2. 1
REVIEW OF
MARKETING PLAN
AND OBJECTIVES
2
3
C U R R E N T M A R K E T I N G
S T R A T E G Y
M A R K E T I N G
O B J E C T I V E S
R O L E O F I M C

3. T O U C H P O I N T S
O N W H I C H T O O L S O F
T H E P R O M O T I O N A L M I X
C A N Y O U L E V E R A G E
O N ?

4. T H E C O M P A N Y O F F E R S S O M E E V E N T S
F A C E B O O K - W E B S I T E
P U B L I C R E L A T I O N S
W O R D O F M O U T H
C U R R E N T M A R K E T I N G
S T R A T E G Y - S T R E N G H T S
S A L E S P R O M O T I O N O N L Y O N F A C E B O O K ,
C O M P A N Y - I N I T I A T E D → F A X
A N D T E L E P H O N E N U M B E R S

5. T H E R E A R E N ' T A N Y N E W S O N N E W S P A P E R ,
M A G A Z I N E S O R R A D I O
W E B S I T E
N O T C O N S T A N T L Y U P D A T E D
N O D I R E C T M A R K E T I N G
C U R R E N T M A R K E T I N G
S T R A T E G Y - W E A K N E S S E S
S A L E S P R O M O T I O N N O O N T H E W E B S I T E
E V E N T S N O T S O F O C U S E D O N T H E O F F E R S
P R O P O S E D B Y T H E C O M P A N Y

6. R E V I E W O F
M A R K E T I N G P L A N
W H A T I S T H E R O L E
O F C O M M U N I C A T I O N ?

7. O F F E R S K N O W L E D G E
O F T H E L A N G U A G E ,
C U L T U R A L
E N V I R O N M E N T A N D
P E R S O N A L
E X P E R I E N C E S O F T H E
E X P E R T S I N O R D E R T O
I M P R O V E T H E I R
S E R V I C E S
F U N D A M E N T A L R O L E
I N O R D E R T O R E A C H
A C O M P E T I T I V E
A D V A N T A G E O N
C O M P E T I T O R S .
S T A T I C M A R K E T I N G
P L A N . I T N E E D S T O
B E C O M E M O R E
D Y N A M I C . F O L L O W
T H E N E W T R E N D S
O F T H E S O C I E T Y
A N D A D O P T
S P E C I F I C T O O L S
F O R T H E B U S I N E S S
M A K E P E O P L E
A W A R E O F T H E I R
P R E S E N C E I N T H E
M A R K E T A N D
A T R R A C T M O R E
C L I E N T S
M A R K E T I N G O B J E C T I V E S

8. R O L E O F I M C
W H A T I S T H E R O L E
O F C O M M U N I C A T I O N ?

9. The IMC role is crucial: since
the company doesn’t provide
for essential services, the
communication strategy is the
only way to distinguish from
competitors in a market which
is full of similar offers. It helps
to underline the main
strengths and communicate
objectives and purposes.

10. T H A N K Y O U
A L F A E X P E R I O R
A P R I L 2 0 1 7