Introduction Marketing communication strategies are important in aligning a company towards the target market in order to achieve optimal sales. The main determinants of a successful marketing communication plan lies in the proper brand alignment and research on segmentation. In order to achieve the desired goals, positioning ensures clear difference of a company’s products from the existing products of its competitors. The strategic plan should internalize the aspects of business vision, mission, values, communication plan, and a balanced scorecard. Thus, this reflective paper will attempt to review the business and marketing environment of the Sport Chalet Company. Company description The Sport Chalet Company has been in operation for the last six decades. The company operates in the sports apparel industry and has fifty one stores spread across the U.S. The main categories of products retailed in this company include men’s wear, women’s wear, team sports gear, shoes, and solo sports gear. Among the most visible sports brands that are featured in the Sport Chalet store are Diamondback, Adidas, Nike, Premcor, and Columbia. The company specializes in sporting goods for sporting activities such as football, camping, Scuba, basketball, fitness, and swimming among others. In addition, the store has expanded it scope of operation to include rental services for sports and adventure equipment. The store features properly arranged sections for each category of the apparels it stocks (Sport Chalet, par. 2). The Sport Chalet store has grown over the years into relatively new markets and customer segments across the U.S. From its humble beginning in La Canada, the company expanded into Huntington Beach and other parts of Southern California. Following the success of its team and solo sports gear products, the company expanded into the consultancy services and Scuba classes. The company has been active in the NASDAQ since the year 1992. Sport Chalet boasts of a very dynamic and talented workforce. The company has introduced an online shopping platform which has become very popular in the last five years. The company has been facing competition from establishments such as the Adventure 16, Dick’s Sporting Goods, and the Sports Authority companies (Sport Chalet, par. 5). Rationale for developing a marketing communication plan for the company The Sport Chalet will eventually need to embrace more traditional media marketing in order to keep growing, especially when targeting clients. In order to effectively reach such audience, the proposed marketing communication plan will suggest the best advertisement strategies to cover its wide market area (Cheverton 21). Through the proposed marketing communication plan, the Sport Chalet will become a global brand that is preferred by most sports enthusiasts. The company will definitely have to branch out beyond its target market due to the brand dynamics and the need to expand market base. The company will have to decentralize its marketing strategies to meet the specific demands or consumer behaviour if it decides to implement internalisation strategies that will be proposed (Cheverton 41). These aspects influence the need to carry out a comprehensive marketing