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Table Of Context Introduction 1 1. Context Analysis 1 1.1 Business context analysis 1 1.2 The customer context analysis 2 1.3 The Internal context analysis 3 1.4 The external context analysis 3 2. Objectives 5 2.1 Corporate Objectives 5 2.2 Marketing objectives 5 2.3 Marketing Communication Objectives 5 2.4 Positioning 6 3. Strategic options and recommendations 6 3.1 Pull Strategy 6 3.2 Push strategy 6 3.3 Profile Strategy 7 4. Communications activities/tactics 7 4.1 Pull strategy 7 4.2 Push strategy 9 4.3 Profile Strategy 10 5. Budgets and timing schedules 11 6. Budget 12 6.1 Media budget planning 12 6.2 The Promotional Budget (unit :£) 13 7. Control and evaluation 13 8. Reference 15 Introduction The Coquet Shorebase Trust is a community based watersports centre located in Amble, Northumberland and has several clubs such as Coquet Canoe Club, Coquet Sailing Club, Coquet Windsurfing Club and T15 Club to provide watersport courses and training. The purpose of this report is to provide a strategic Marketing Communications Plan for those clubs of the Coquet Shorebase Trust covering a two year period. 1. Context Analysis In order to understand the situation facing the Coquet Shorebase Trust, it is necessary to understand the context within which the communications are...

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