A company started a communication business in 2009 at New Yorkand now expanded to all the states in USA. The company is planning to start an IT business in Californiawhere it has thelargest market share. It is likely that integrated marketing communication will be expected to make a number of contributiontoward meeting the marketing objectives of the company in the new proposed business (IT).

Critically analyse and advise the company on the integrated marketing communication steps to follow to achieve this goal.