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Business Strategy in the Digital Environment Assignment PDF

   

Added on  2021-04-17

14 Pages3248 Words170 Views
Running head: BUSINESS STRATEGY IN THE DIGITAL ENVIRONMENT Business Strategy in the Digital Environment[YourHome]Name of the student:Name of the university:Author note:

1BUSINESS STRATEGY IN THE DIGITAL ENVIRONMENTExecutive summary This study is aimed at understanding the importance of digital strategy in improving the businessperformance. The aim is being served through the proposal of ‘CRM’ and ‘Social MediaMarketing’ for the case company “YourHome”. The proposal is being made after identifying theloopholes in the business strategies of the case company. The case company has struggled tomaintain the same momentum after the opening of a reputed hotel chain in the same town. Theproposal is being made, so that, the case company could score good performance based on‘CRM’ and the ‘Social Media Marketing’.

2BUSINESS STRATEGY IN THE DIGITAL ENVIRONMENTTable of ContentsIntroduction:....................................................................................................................................3Digital Strategy Analysis:................................................................................................................4Digital Strategy Implementation:....................................................................................................8Limitation:.....................................................................................................................................10Conclusion and Future Work:........................................................................................................11References:....................................................................................................................................12

3BUSINESS STRATEGY IN THE DIGITAL ENVIRONMENTIntroduction: Business nowadays is not just limited only to word-of-mouth publicity kind; it actuallyhas identified a lot other potential marketing tools. Few of the examples of marketing tools aresearch engine optimisation (SEO), Pay per Click Advertising (PPC), ‘Social Media Marketing’and Content Marketing (Levy and Gvili 2015). The case study company ‘YourHome’ is a small family owned business that providesboth accommodation and breakfast services to travellers. The business is known as bed andbreakfast (B&B). They offer budgeted accommodation to travellers and have become quite apopular name in the town. The business has been running quite well; however, with the arrival ofchain-hotel of a reputed brand, the business is now getting hampered. The hotel chain is offeringcheaper accommodation charges and their rooms are much more modernised & attractive aswell. The case study company has already lost their few customers. Adding to the worries thecase study company does not have any digitalised platform which could promote their image to awider customer and construct a new brand image. The hospitality industry is the fourth largestindustry of Britain. The industry reported to being contributed over £115 billionper annum to theUK economy. It has reportedly created 153,000 new jobs in the two years period from 2010 to2012 (Bandbassociation.org 2018). Additionally, Britain is considered as the leading nation inthe B&B industry. In fact, five of the top 10 B&B service providers are from Britain(Bandbassociation.org 2018). The study is aimed at understanding the importance of digital marketing from theperspective of Case Study Company as it struggles to post any competition to the newly openedhotel-chain in the same area.

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