Investigate the micro-environment as part of the situation analysis for your company.

E-Marketing (ECOM301)

Digital Marketing Plan Project

You work for a company as a digital marketing manager and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2023.

Important note:

You can choose any company to work with as long as:

• It is a local company.
• It is a startup that was established in the last (3 – 6) years, 2014 onwards.
• It can belong to any industry sector.

Requirements

Part 1, around (1500) words: Due week 8, on 22/10/2022.  (Refer to the Textbook Chapters 2, 3, 4, 5,&6 and apply the following in the context of your company)

1. Investigate the micro-environment as part of the situation analysis for your company.
2. Competitors analysis
3. Suppliers and/or Digital Marketing intermediaries.
4. Customers’ persona.
5. Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)
   1. Technological forces.

Technological forces of Jahez app include:

• Direct commerce: Jahez app has embedded direct commerce methods onto their app. This includes providing various retail goods directly to the customer.
• Food delivery app: Jahez platform aims to connect to customers using a mobile app providing automated end-to-end delivery experience.
  1. Legal forces.
• Declaring collecting personal information: Jahez app has a privacy policy that includes informing the consumer about personal information collection for a worthy user experience.
• Cookies: Jahez have stated collecting non personal information about customer uses of their website/app (for instance, recording current session information) to further enhance customer experience.
  1. Economic forces.
• Security: Jahez uses industry-standard encryption technology to protect the consumer’s privacy. Jahez declares on their website/app that the consumer’s personal information is protected from employees or whomever tries to get access to these information.
• Economic growth: Jahez has recently announced an increase of their profit by almost 85% in the first half of 2022 . This was due to their increase of delivery fee and commission revenue.
  1. Political forces.
• Value-added Tax: Jahez has implemented VAT during the checkout process according to the government law.
• Data protection law: Jahez has declared their usage of personal data and tracking activity data to personalize and improve the consumer’s experience.
  1. Social forces.
• Zakat: Zakat is a compulsory fund for spending for the well-being of the underprivileged. It is assessable and payable on the net current assets of a business irrespective of whether profit has been earned or unearned (Awang and Mokhtar, 2012). Jahez has a portion of their revenue dedicated to Zakat.
• Social values: Jahez 6 core values which includes: trust, respect, innovation, excellence, passion, sustainability.

3. Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or ch4, slide 9)
   1. Where are you now? (situation analysis)
   2. Where do you want to be? (business objectives)
   3. How are you going to get there? (strategy)
   4. How exactly do you get there? (tactics)
   5. Who does what and when? (actions)
   6. How do you monitor performance? (control)
4. Summaries the marketing mix best suitable for your campaign. (refer to ch5)
   1. Product variables
   2. Price variables
   3. Place variables
   4. Promotion variables
   5. Process variables
5. How can you implement relationship marketing for your campaign? (refer to ch6)
   1. Could you create a virtual community? And how does it help the relationship marketing.
   2. Could you use digital media to support customers’ advocacy? And how?

References:

Hoque, N. (2022, January 31). Promoting business zakah as a product of Islamic finance to fund social causes for well-being of the underprivileged: Evidence from Bangladesh. Journal of Islamic Marketing. Retrieved October 18, 2022, from https://www.emerald.com/insight/content/doi/10.1108/JIMA-10-2021-0337/full/html?skipTracking=true#:~:text=For%20Muslim%20entrepreneurs%2C%20zakah%20on,Awang%20and%20Mokhtar%2C%202012).

Jahez Privacy policy. (n.d.). Retrieved October 18, 2022, from https://www.jahez.net/privacy-policy.html

Saudi startup Jahez delivers 85 percent increase in net profit. (n.d.). Retrieved October 18, 2022, from https://www.arabianbusiness.com/startup/saudi-startup-jahez-delivers-85-percent-increase-in-net-profit