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)

Digital Marketing Plan Project

 

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.
   2. Legal forces.
   3. Economic forces.
   4. Political forces.
   5. Social forces.
6. 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)
7. 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
8. 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?

 

6. 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?

 

 

 

 

 

 

 

End of Part 1!

 

 

 

 

 

 

 

PART I

Question 1

A)

The competitive online markets are expected to expand during the forecast period at a healthy rate in Saudi Arabia. Due to the evolution of customer behavior, the emergence of online businesses, the accessibility and affordability of smartphones, and thus the Internet. Furthermore, online consumer markets in Saudi Arabia benefit from the accessibility of smartphones. Consumers currently have access to a variety of communication channels due to smartphones, which leads to increased demand for online services.

 

For each business entity, there are certain competitors who offer new strategies to operate in the market. Those who want to survive in the market are required to monitor competitors’ strategies so that they can outperform the market and provide the market with quality products/services. As for the case of Golden Scent, the main competitors in the Saudi Arabia market include:

• Nice one
• faces
• Sephora

These competitors have supplied the e-commerce business, in the Kingdom of Saudi Arabia, with high quality products, thus enhancing the competition in the market. In this way even for the prominent competitors, the business entity always has the strategies in place so that they can perform effectively.

 

B)

Suppliers include online intermediary According to Chaffey & Ellis-Chadwick (2019), the marketplace is flooded with web web sites and virtual marketplace intermediaries. Social media advertising, seo, and associated net advertising techniques are well-understood by advertising experts at Golden Scent. Simple social media advertising techniques and seo offerings are utilized by the company.

Golden Scent tends to deliver more than 700 brands i.e., through online delivery. The major suppliers in this regard include as given:

• Dolce&Gabbana
• Roberto Cavalli
• Mancera
• Giorgio Armani
• Yves Saint Laurent

 

C)

Since its establishment, Golden Scent The enterprise has labored diligently to ensure consumer pleasure by presenting an outstanding product that plays to the best feasible well-known with no flaws or carelessness. The enterprise’s undertaking and method resulted in exemplary customer support constantly, ensuing in vital consumer loyalty.

The persona of categories ranges from young people and adults from the age of 18-45, females and males, from the middle east, the youth category prefers calm French perfumes and tends to buy at times of promotions, while adults tend to oriental perfumes and have the desire to stand out from the rest of the audience and they want to Affirmation of a particular social standing. They also love to buy from the brand’s exclusive collections, which can only be found in select stores

 

Question 2

Technological Forces

The internet and its associated services have revolutionized business practices and established themselves as the primary marketing platform. It is now possible to connect and communicate with a large number of people thanks to the internet. Search engine optimization (SEO) is another thing. The primary objective of SEO is to increase search engine traffic. The primary goal is to get more people to visit the website. The key to any success is a successful SEO.

Legal Force

Intellectual belongings rights are one of the criminal forces (Patel, n. d.). Copyrights and logos are at stake here. The commercial enterprise ought to protect its highbrow belongings and make sure that it does now no longer infringe at the rights of others. Cloud garage protection is any other criminal issue (Patel, n.d.). The agency ought to workout severe warning while coping with patron statistics as soon as it’s been collected.

Political Forces

Marketing is stricken by political elements like regime and political stability. Digital advertising and marketing can thrive in an surroundings wherein a nation’s political management is stable. Otherwise, exploring the virtual marketplace turns into challenging. Press freedom, bureaucracy, corruption, and the guideline of thumb of regulation are extra elements. Online speech is unfastened because of this. Additionally, the authorities have the strength to elevate taxes, including company taxes, which have an effect on profits (“Bitesize,” n. d.).

Economic Forces

Economic factors encompass employment, financial and economic policies, in addition to hobby and inflation rates. The distribution and buy of organization merchandise are tormented by this. Natural failures are some other factors. People’s responses to a catastrophe are stimulated with the aid of using this.

Social Forces

The company’s presence on other websites is referred to as brand awareness. The marketing department will use keywords, social media posts, mentions of your business, and other online marketing activities to measure your brand awareness. In turn, the brand’s image and marketing strategy are affected by brand awareness.

 

Question 3

A virtual advertising method might be created the with use of PR Smith’s SOSTAC making plans framework (Chaffey and Smith, 2012, web page 22) in this section. A diagrammatic illustration of a SOSTAC version may be located below.:

1. 1. Situation Analysis

Brand Perception

Golden Scent Company Is a famous Saudi Arabian online store that focuses on beauty, fragrance, and cosmetics (Menabytes, 2017). The agency faces robust opposition regardless of being a brand-new startup. However, the enterprise has emerged as one of the maxima success GCC startups. According to Wamda capital associate Khaled Talhouni, “Golden Scent has emerged because the main fragrance and cosmetics online store withinside the vicinity pushed through advanced purchaser enjoy” (Menabytes 2019). The agency has been capable of offer tremendous items which might be geared in the direction of improving the general enjoyenjoymenpride of its customers.

E-Marketplace SWOT Analysis

Golden Scent is an internet-based platform for authentic and genuine items for beauty. We convey fragrances, cosmetics, and beauty care products of global premium brands all through the Kingdom of Saudi Arabia.

 

 

 

Strengths: -The company has well-developed systems facilitating its online services. -A highly skilled and goal-oriented confounder Malik Shehab ( menabytes 2017)	Weaknesses : –          Lake of adequate funds to meet the company’s aspirations.
Opportunities : –          Global growth in the e-commerce beauty section. –          Increased women spending in GCC by up to 6 times over the average women in Europe (menabytes 2019). –          Growth in the online marketing sector. –          Technological advancements facilitating online marketing. –          Increased demand for beauty products.	Threats: –          High competition from nice one, faces, and Sephora.

 

1. 1. Business Objectives

• We will behavior a purpose overall performance of 5 Ss targets to decide the enterprise targets.
• Sell: To hold customers, boom logo recognition and offer advanced services.
• Serve: through excellent products, you may enhance patron satisfaction.
• Sizzle: Expand your virtual presence and subscriber base throughout numerous virtual platforms, along with Tik-Tok, Facebook, and YouTube.
• Speak: boom internet site traffic, hold patron engagement, and hold clients knowledgeable approximately new splendor and cosmetics products.
• Save: Establish patron loyalty to the emblem and make it famous withinside the Saudi Arabian market.

1. 1. Strategy

We will make use of a variety of digital marketing strategies and tools in order to achieve the digital goals:

Facebook: Facebook can be beneficial for digitally interacting with customers. Facebook is a beneficial device as it has tens of thousands and thousands of Saudi Arabian users. The business enterprise will use subsidized commercials to publish terrific splendor and cosmetics merchandise geared toward women, who make up the bulk of the consumer base, in an effort to get the maximum out of Facebook.

Instagram: Making motion pictures on Instagram may be beneficial for attaining a huge variety of on-line users. The enterprise may also attain the bulk of its clients with the aid of using making use of social media influencers like fashions or socialites.

Google: search engine optimization and YouTube commercials may also be utilized by the business. Reach a huge variety of clients and popularize the logo withinside the Saudi Arabian marketplace with the aid of using making use of virtual influencers.

 

1. 1. Tactics

Facebook

Facebook posts need to be clean and targeted at the product. Users will see snap shots of a product, information about it, and the benefits it gives with inside the Facebook posts.

Every day, new splendor merchandise might be delivered to the reliable platforms. Different fragrance, splendor, and cosmetics merchandise might be assigned to extraordinary days.

Instagram

All Facebook posts and merchandise might be shared via way of means of the company. Daily content material can also be published on Instagram via way of means of the company. Additionally, the enterprise will run subsidized Instagram commercials 3 instances according to month.

Google

The industrial can be 20 to 30 seconds long. Google and YouTube advertisements can be run via way of means of the enterprise as soon as in keeping with month. In addition, the organization will put up as a minimum beauty-associated articles every week to decorate the SOE.

Website

The agency needs to prepare a shoot for splendor products. This will provide them the possibility to replace the pics which are presently at the internet site and make it extra attractive to clients who purchase splendor products. A touchdown web page that directs clients to our on-line shop ought to be created after the organization has efficiently up to date the images.

Digital influencers

Digital influencers need to be utilized by the enterprise to sell the product and offer sincere product critiques. The corporation will rent socialites and fashions and offer them with unfastened product samples if you want to sell our merchandise and write critiques so that it will pique the hobby of the bulk in their followers.

1. 1. Action

I will expand clean desires that adhere to the SMART standards because the supervisor of the virtual advertising department. All of the above-referred to desires and goals could be installed with a clean plan for a virtual advertising marketing campaign. The price range should additionally be checked at this factor to peer if the set desires and motion plan may be accomplished. A assembly could be known as to talk about capacity techniques for making sure the virtual advertising marketing campaign’s fulfillment withinside the occasion of a price range shortfall. The virtual advertising marketing campaign desires to be executed as quickly as viable with a view to quit the marketplace possibility primarily based totally at the present-day marketplace possibility and the growth of the splendor e-trade industry.

1. 1. Control

I will examine and screen the marketing campaign’s overall performance at this point. At this point, the subsequent approaches can also be carried out: A weekly evaluation of general income to envision whether or not or now no longer the advertising marketing campaign turned into successful. Measuring the full quantity of customers and the quantity of time spent at the web page to look if there was an boom withinside the quantity of clients gaining access to the company’s internet site and on-line store. Utilize Google Analytics to envision how engaged clients are with numerous social media structures like Instagram and Facebook. Determine whether or not the company’s followings on Instagram and Facebook have grown significantly.

Question 4

Product Variables

The traits of a product which have huge results on offerings for branding are mentioned as “product variables. “According to Chaffey and Ellis-Chadwick (2019), sizeable marketplace studies and an assessment that allows customers to alter current merchandise and version new merchandise with a purpose to meet purchaser wishes are commonly the rules upon which product selections are based. The center product or prolonged merchandise can be modified whilst various merchandise in a virtual marketing campaign strategy. Our marketing campaign will depend closely at the product variables advertising and marketing strategy, in order to assist us popularize our superb merchandise. In addition, the marketing campaign specializes in the product with a purpose to entice extra clients and maintain them for the company’s success.

Price variables

Because it allows us to growth sales, the fee variable advertising method can be very beneficial to our virtual campaign. Price and call for are inversely related, so a lower in fee end in a growth in call for and a upward push in call for. Prices may be adjusted to growth call for as a way to maximize the achievement of the virtual campaign.

 

Place variables

In marketing, it’s miles critical to apprehend the position of

vicinity withinside the fulfillment of the virtual campaign. According to Chaffey and Ellis-Chadwick (2019),vicinity refers to wherein clients are capable of get admission to merchandise and services. In order to maximize the fulfillment of the virtual campaign, it’s miles essential that appropriate healthy is hooked up with the aid of using setting the proper product on the proper vicinity.

 

Promotion variables

It is important for the enterprise to enforce numerous promotions that growth call for with a view to improve income and, via way of means of extension, the achievement of the virtual campaign. Customers who’re rational are attracted to advantages and are much more likely to buy a product in the event that they consider its software is maximized.

 

Process variables

According to Chaffey and Ellis-Chadwick (2019), this method entails finding and disposing of boundaries that save you, clients, from acquiring first-class value. It is vital for disposing of any boundaries which can prevent the virtual marketing campaign and, consequently, consumer demand.

Question 5

a.)

We are going to set up a digital network to be able to correctly appeal to and hold clients. As a brand-new business, we have to domesticate logo loyalty and enlarge our patron base (Chaffey and Ellis-Chadwick, 2019). We could be capable of holding our clients engaged via way of means of beginning a digital network, a good way to inspire them to shop for our terrific splendor merchandise once more and once more. We may also offer incentives to our committed customers to inspire referral advertising and marketing and, in turn, growth the wide variety of customers. The corporation will set up a digital network throughout all social media systems to be able to foster logo loyalty and long-time period patron engagement.

b.)

Yes, Customer advocacy will gain substantially from virtual media. The enterprise may want to undertake a patron-targeted approach thru virtual media. This may be finished via way of means of supplying advanced items that meet the desires of customers. Incentives and applications that boom patron interplay and pleasure also can assist the enterprise in advantage patron advocacy. Customers can sense extra engagement with the enterprise and emerge as extra happy and dependable to the emblem via way of means of enticing regularly and developing a digital community. (Chaffey and Ellis-Chadwick 2019).

 

 

References

 

 

• https://ae.goldenscent.com
• Ernur, O., & Yüksel, H. (2021). ASSESSING INDUSTRY 4.0 TRANSFORMATION OF SMES: A SWOT ANALYSIS. PROCEEDINGS BOOK, 48.‏
• Yan, Y., Li, X., Tao, Y., Fang, X., Yan, P., & Tu, J. (2022). Numerical investigation of pilots’ micro-environment in an airliner cockpit. Building and Environment, 217, 109043.
• Daniluk, P. (2021). Strategic Analysis of Energy Security. Methodological Aspects of the Scenario Approach. Energies, 14(15), 4639.‏
• Bimo, E. A., Prabawa, E., Sembiring, E. K., Ramsi, O., Sjamsoeddin, S., Yusgiantoro, P., & Midhio, I. W. (2022). The Application of AHP and PESTEL-SWOT Analysis on the Study of Military Amphibious Aircraft Acquisition Decision-Making in Indonesia. Technium Soc. Sci. J., 27, 837.‏