Situation Analysis (continued)
Analysis of the Situation Summary The situation facing Mammoth PrintShop is that the company wants to become a more local presence in the community. In the past, Mammoth PrintShop has mainly focused on national business and networking opportunities with bands across the country. This situation is significant because it offers an opportunity to increase business, develop community relations and expand the size of the company.
Expanded Planning Background
Mammoth PrintShop has been a part of the Auburn community for six years but would like to make their public relations’ efforts known and visible among the local businesses, schools and churches. Therefore, they are currently in the midst of modifying the existing communication program. Public relations and marketing efforts within the local school system have been strong but barely visible. On the other hand, efforts have been minimal among the local businesses and churches. Beyond the Yellow Pages, the Mammoth Web site and word of mouth, visibility and advertising has been limited. The history of reaching out to local schools began with Mammoth donating shirts for events such as Fun Runs. The company has printed shirts for only a few of the local churches and businesses. Auburn High School’s Fellowship of Christian Athletes has been a profitable client for Mammoth as well. This situation will only strengthen relationships between Mammoth PrintShop and other businesses, churches and schools. However, it may possibly jeopardize any existing relationships Mammoth has with other screen-‐printing shops or local competition.
Opportunities for the Situation This opportunity is very important to Mammoth’s mission statement. Bringing awareness of the print shop to the local community will achieve their mission statement by showering
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