Marketing Plan for Desklib

Marketing Plan

Contents
INTRODUCTION...........................................................................................................................................3
Macro level market analysis........................................................................................................................4
Business Idea...............................................................................................................................................6
Weaknesses of the OCADO..........................................................................................................................6
REFERENCES..............................................................................................................................................10

INTRODUCTION
John Mullin’s seven domain model is a technique used to assess the feasibility of startup
business. This model divides the venture into seven domains. First four domains focus on micro
and macro dimensions of respective market and industry and last three focuses on startup
workforce. The detail description of market domains are given below:-
Macro level market domain: This domain examined the market attractiveness from
large scale point of view. Entrepreneur is required to do analysis of entire market in terms of
numbers of prospective customers, profitability, demands and trends that going on in the market.
(McKeever, 2016).
Macro level industry domain: It refers assessment of the industry attractiveness and the
profitability in the country. This domain is concerned with the competition in the industry, threat
of new entrants, power of customers and supplier in influencing the profitability and threat of
cheap alternative.
Sector Market Benefits and Attractiveness: This domain focuses on the most
profitable sector that can mutually satisfy the objective of both customer and company. Firm is
required to identify the core competency of the product which attract customer of chosen
segment. Organization should monitors the trends running in the consumer segment.
Sustainable Advantage: In this domain, the company needs to examine the USP of their
product. USP stands for unique selling proposition. USP is defined as the quality that
differentiate firm brand from rivals brands. Organization looks into the competent advantage
every resource render to identify the sustainable advantage of each resource (Simón-Moya, and
Revuelto-Taboada, 2016).
Ability to Execute on Critical Success Factors: (The team consisting of valued
individuals with expertise in every aspect of e-commerce business determines the success of the
business. The connectedness test of John Mullish will be utilized to evaluate the excellence of
designated members of the team. The idea is to determine what each valued member has to bring
to the table and prepare further operations while taking the strength and opportunities into
account.)

Mission, Aspiration and Propensity for risk: It is a team domain which defines the
mission of startup. Every company works with a motive. Entrepreneur should be passionate
about their startup. Business owner is required to take essential risk.
Ability to implement critical success factors: Company has to find out the critical
success factors along with examining the ability of team. Firm should search the activities that
must be executed in right way in any case. Organization must implement those decisions and
activities in a cautious manner.
Macro level market analysis
PESTLE Analysis of UK
Political factors: Stability in political environment is a plus point for the country.
Entrepreneurs of online food aggregator service approach government to ease the immigration
laws so that company can seek expert chef overseas. Earlier European Union used to formulate
visa rules but after Britain exit from EU this rules had became stricter. UK government
encouraging entrepreneurs to adopt modern employment practices. Government also monitoring
the salary range of employees.
Economical factors: Britain exit from UK increase the employee turnover because they
currency of the country become weak and international trade also become complex which
discourage many employees to live in Britain.
Socio Cultural factors: Citizens of UK are turning health conscious. They prefer healthy
food over junk food therefore company needs to include healthy food in its menu.
Technological factors: As access to Internet and smart phone are increased to the
highest level therefore people are online ordering of food is a latest trend.
Legal factors: Legal framework of UK protects employees from exploitation therefore
firm cannot force workforce to work more than 48 hours in a week. Organization is required to
comply with all the rules and regulations imposed by government.