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INSCOPE: A NEW GENERATION OF RESEARCH

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Assumptions
Please note that a number of assumptions have been made in response to this
assignment. These include the size of the Belcher Rollins business and its
operations, its international locations, its listings on international stock
markets and its financial reporting process. Assumptions have also been
made about the product development process and pricing. All of these are as
realistic as possible, having been established through detailed research of the
current market leader, Reed Elsevier, and its major competitors.
As InScope is directly comparable to the Reed Elsevier ‘Scopus’ product, it has
also been assumed that Scopus does not exist at time of the InScope launch.
INSCOPE: A NEW GENERATION OF RESEARCH
PR PLAN FOR THE LAUNCH OF INSCOPE
PRODUCED FOR BELCHER ROLLINS BY CLOUD PUBLIC RELATIONS
APRIL 2009

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CONTENTS
Page
Executive Summary
4
Background to the Brief
5
Situation Analysis:
6
Macro-environmental issues
7
Review of the organisation and product
7
Key stakeholders and publics
9
Strategy:
11
Aims and objectives
11
Key messages
12
Strategic approach and timescale
13
Campaign Tactics
14
Pre-Launch: May to September 2009
14
The Launch Itself: October and November 2009
16
Follow-up: November 2009 to April 2010
19
Resources
20
Evaluation
21
Appendices:
Appendix I: Belcher Rollins mission, vision, values and strategy
22
Appendix II: Detailed situational analysis
24
Appendix III: List of competitors
30
Appendix IV: Examples of stakeholders
Publics: Interest/Power Matrix
Potential Issues Management Stance
31
Appendix V: Activity Schedule and Budget
36

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 Assumptions Please note that a number of assumptions have been made in response to this assignment. These include the size of the Belcher Rollins business and its operations, its international locations, its listings on international stock markets and its financial reporting process. Assumptions have also been made about the product development process and pricing. All of these are as realistic as possible, having been established through detailed research of the current market leader, Reed Elsevier, and its major competitors. As InScope is directly comparable to the Reed Elsevier ‘Scopus’ product, it has also been assumed that Scopus does not exist at time of the InScope launch. INSCOPE: A NEW GENERATION OF RESEARCH PR PLAN FOR THE LAUNCH OF INSCOPE PRODUCED FOR BELCHER ROLLINS BY CLOUD PUBLIC RELATIONS APRIL 2009 CONTENTS Page Executive Summary 4 Background to the Brief 5 Situation Analysis: 6 Macro-environmental issues 7 Review of the organisation and product 7 Key stakeholders and publics 9 Strategy: 11 Aims and objectives 11 Key messages 12 Strategic approach and timescale 13 Campaign Tactics 14 Pre-Launch: May to September 2009 14 The Launch Itself: October and November 2009 16 Follow-up: November 2009 to April 2010 19 Resources 20 Evaluation 21 Appendices: Appendix I: Belcher Rollins mission, vision, values and strategy 22 Appendix II: Detailed situational analysis 24 Appendix III: List of competitors ...
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