Samenvatting

The space applications industry is a huge developing market that is now playing an important role at the political, social and economic scenes of every country. More and more attention is drawn to the space technologies and its application possibilities. This is the reason why a lot of exhibitions and conferences dedicated to the industry of space applications have been recently organised. This report has been written with the purpose of exploring the possibilities and opportunities for the new project promotion: the event dedicated to space applications in Guadalajara, Mexico.
The new project targets all the main actors of the industry: scientists, manufacturers, service providers, sellers and buyers is planned to take place in October, 2010. In order to reach the answer for the central question of the thesis, which is to examine the best options for the project communication strategy, the report was divided into seven parts: market overview, company profile, same -type projects analysis, target audience definition, communication message formulation, also recommendations on tools and channels and conclusion. In the external analysis the information about
the current industry tendencies is researched and the overview of the
Mexican market is presented. Further on, in order to establish the main tendencies of the market and to learn about competitors, the analysis of the competitor events is carried out. In the internal environment part of the thesis, the company overview and the new event description are presented.
The resources and SWOT analyses are performed in order to learn about the possibilities, opportunities and threats for the new project communication strategy. Departing from the communication objectives, the paper then, explores the same-type events, which were successfully organised by the company in the past. The event analysis is done in order to define the latest market trends and to learn what attracts the audience. That, later on, permits to outline the main target groups and their interests. The main communication objectives are: the increase of the target audience awareness about the new project and the creation of the strong perception of the event. Moving on, at the end of the research paper the communication
messages for each target group are drawn and then the communication tools are proposed. The report is concluded with the plan proposal, which permits to set a deadline for the communication strategy activities. The purpose and the end result of this research paper are to formulate the communication recommendations for the new event. In the conclusion, the project potential is discussed. Many steps should be taken in order to reach the communication strategy goal, but the proper recommendations and actions should support its successful realisation.