The Assignment on Digital Marketing And Its Impact

Digital
marketing
and its impact

1
DIGITAL MARKETING AND ITS IMPACT
Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................3
Analysis of the various aspects of product.................................................................................3
Situational analysis.................................................................................................................3
PESTEL Analysis...............................................................................................................4
SWOT Analysis.................................................................................................................7
Customer analysis for electric truck.......................................................................................9
Segmentation and targeting approach................................................................................9
Positioning approach..........................................................................................................9
Problems that product may be face in Australian market......................................................9
Required marketing objectives for the company (Marketing mix strategy)........................10
Budget allocation for the marketing mix strategy for the product...........................................12
Conclusion................................................................................................................................12
References................................................................................................................................13

2
DIGITAL MARKETING AND ITS IMPACT
Executive Summary
The company named ‘Thor trucks’ has launched its new product of electric truck
which is very environment friendly by using electricity as fuel. The company has launched its
product on the same day on which its big rival ‘Tesla’ launched its new electric truck with
attractive features. Although ‘Thor trucks’ had a very limited budget to adopt any marketing
techniques that is why it used digital marketing technique for promoting and positioning of
the product. The company wisely used the name of its rival Tesla for promoting its product
while adopting techniques of digital marketing.
Situational analysis has been done for the company to identify its suitable marketing
mix. Main challenges that the company might be faced while introducing the product in
Australian market is also scrutinised in order to develop an idea about market scenario for
launching the product. The major objectives of marketing of the product has been analysed
and a budget allocation also implemented for knowing the perfect marketing strategy of the
product.

3
DIGITAL MARKETING AND ITS IMPACT
Introduction
Thor trucks have launched a semi-truck which is electrically powered. It is highly
useful for the transport industry. The ET-One model of the truck was launched in 2017. In
2018, the company launched fully electric duty delivery trucks. It runs with minimum voice
and avoids unhealthy fumes of diesel vehicles because it can run above 300 miles even in one
single charge with an 80,000 pond of load. The base price of the truck is $150,000 (Lora
Kolodny, 2018).
In this report, a study will be done over the Situational analysis and Customer analysis
of the company for the product on the bases of the tools PESTEL analysis and SWOT
analysis. For the particular marketing objectives of the firm, the marketing mixed strategy
will also be analysed.
Analysis of the various aspects of product
Situational analysis
The ET one model of Thor trucks was launched in November 2017; in the same
month Tesla was also ready to launch the semi electric truck. Despite of the limitation of the
budget, the Thor trucks decided to launch its model of electric truck in the same month in
which its strong rival Tesla was launching its semi electric truck. Thor truck planned the
marketing strategy of its product in an efficient manner. Thor truck offered Ashlee Vance
from Bloomberg to write a story related to the comparison between Thor trucks and Tesla
(Vance, 2020).
Their headline was ‘Thor trucks was beating Tesla’s product on the street’. Just after the story
telling by Ashlee Vance on Bloomberg, Thor truck had a deep look of ET-one at Trucks.com.
It was planned to reveal the access of Thor trucks on Trucks.com just after one hour of access
to Bloomberg. Lastly, Thor trucks planned a day with Media Blitz to ensure about the
maximum and full coverage of the knowledge about their product. They adopt the techniques
of digital marketing for the success of their product by creating awareness about the product
(Lora Kolodny, 2018).
In spite of facing a very tough competition by rival Tesla, with the help of digital
marketing techniques, Thor trucks made their marketing strategy to beat its rival even
launching their product on the same day (Bijal N. Zaveri, 2019).