Digital Marketing Analytics - Case Study

This case study explores the use of digital marketing analytics by Li & Fung, a leading supply chain management organization. It discusses their marketing objectives, strategies, and the role of digital in their success. The study also provides recommendations for improving their digital marketing efforts.

PROJECT COVER SHEET
Postgraduate Diploma in Digital and Social Media Marketing
Postgraduate Diploma in Fashion Marketing and Management
Postgraduate Diploma in Luxury Services and Brand Management
Name of Module : Digital Marketing Analytics
Project Title: Project 1 – Case Study
Student’s Declaration
The attached project is my own work, and has never been submitted for assessment on any other
course before. Proper reference has been made to all sources published or unpublished works
and the ideas of other persons.

Table of Contents
Background and Introduction..........................................................................................................1
Situation & Competitive Analysis ..................................................................................................1
Marketing objective.........................................................................................................................3
Marketing strategy & role of digital................................................................................................3
Digital tactic.....................................................................................................................................4
Discussion & Recommendation ......................................................................................................5
REFERENCES................................................................................................................................7

Background and Introduction
Li & Fung is the world's leading organisation dealing in consumer good supply chain
management and engage in the management of supply chain for retailers and brands worldwide.
Company operate their functioning with having headquarter in Hong Kong. In addition to this,
entity provide their services with more than 80 offices in 40 more than economies. Further it has
been identified that organisation offer their services with having more than 17,000 employees
and 12,000 international suppliers (Li & Fung Limited - Company Profile, Information, Business
Description, History, Background Information on Li & Fung Limited. 2019). Company was
founded in the year 1906. Organisation operate their services in one of the most all-embracing
global supply chain network. Main products of entity include health and beauty products,
apparel, toys, furnishing and household goods. It has been identified that over 113 years, despite
of facing number of disruptions as well as changes company tend towards continuing their
business with creativity and innovation. In addition to this, it has been identified that company
effectively offer their services to customers with constant experiment in order to develop new
ways to satisfy customers need. Li & Fung significantly moved from traditional media to digital
media as to offer their services to customers in best effective manner while ensuring that they
fulfil their objectives within specified period of time. This is the main reason for choosing this
case study as the workplace structure of organisation have employees with different background
but they all have same thing is common which is to have innovation, commitment, design and
teamwork in their activities as to delight customers with best effective services. Along with this,
it has been determined that Li & Fung deliver their services by staying committed towards their
principle of good corporate governance that mainly emphasize towards independence,
transparency and accountability with the help of this company effectively look forward to
increase shareholder value. In addition to this, this case study is duly been undertaken as this
company effectively embrace their services with the help of implementing digital activities and
measures.
Situation & Competitive Analysis
SWOT
SWOT analysis is a strategic tool that significantly aid an organisation to identify their
strength, weaknesses, threats as well as opportunities in order to further overcome them as to
1

gain more competitive edge within marketplace. Mentioned below there is SWOT for Li &
Fung:
Strength Weaknesses
 Company have reputed brand image
and name in industry.
 Li & Fung offer their services with
having well educated and informed
management.
 Organisation have tightly unified
supply chain management along client
base.
 It has been identified that Li & Fung
have effective ability to perform their
operations in both soft and hard
markets.
 It has been determined that Li & Fung
lacks in gaining knowledge of other
competitors in same industry.
 Company have weak financial
management that hamper many of their
operations.
Threat Opportunities
 With having large number of
competitors in same market segment
organisation may face some issues and
threats as to effectively operate their
functions in well defined manner.
 With the help of digital marketing
organisation can effectively able to
have more efficient supply chain
management system.
 With the help of expansion organisation
can effectively able to increase their
sales and profitability ratio.
Target customers
Li & Fung operate their services in best effective manner and have worldwide retailers as
their targeted customers. In addition to this, as company already perform their services with
thousands of vendors and supplier with leading retailers and brands but company is looking
forward to work with more high rated brand in marketplace.
2

Digital platform used
In their Three-Year Plan, Li & Fung is looking forward to stimulate their supply chain
with speed, digitalization and innovation. In this with the help of stimulating speed in their
supply chain organisation is looking forward to satisfy their fast fashion retailers. As it has been
identified that in today's modern world speed is counted as a first thing that customer now a days
look towards (Li & Fung speeds digital strategy with new hire. 2019). In addition to this, as per
according to Li & Fung Group CEO Spencer Fung, in order to gain more competitive advantage
in this even-faster world company is focused upon strategic investments that leverage new
technologies, optimize processes and connect the dots of our digital supply chain. Along with
this, with the help of fully-integrated digital platform company is effectively looking towards
make strong connects with customers, supplier and other partners with end-to-end visibility. In
addition to this, in order to promote their services company take advantage of different digital
platforms like, Facebook, Search Engine Optimization (SEO), Email Marketing, Pop-under
Advertising, Pay-Per-Click Advertising and Affiliate Marketing.
Marketing objective
Main aim that has been hold by digital marketing is to keep consumers and further
stimulate sales in future. Li & Fung undertakes digital marketing to create consumer demand by
taking use of power of interactive and interconnected web. The marketing objective that has been
laid down by Li & Fung in their three-year-plan states that company is duly focusing towards
creating the “supply chain of the future”. With this marketing objective organisation is looking
forward towards reducing lead time and making significant improvement in speed-to-market.
With the help of speeding up supply chain organisation can effectively able to satisfy their
customers with best. Company is looking forward to take use of online survey, search data,
social interaction like Facebook, discussion forum as to increase efficiency of their operations.
Marketing strategy & role of digital
Primary marketing strategy of Li & Fung is to build the LF Digital Platform which is
mainly a fully-int digital platform and duly connects suppliers, customers and other partners in
best effective manner (Morehouse and Saffer, 2018). In addition to this, company is looking
forwards to accelerate their digital strategy in order to effectively serve their customers. In
addition to this, it has been analysed that role of digital play most important function as it with
the help of this platform, vendors can upload products, update their profile and significantly
3

respond towards alerts that all Li & Fung partners are also able to see (Gulati, S., 2019). Along
with this, documentation as well as records are stored online that are further being seen by all
involved parties. With the help of this, transparency can be significantly improved and customers
can be served in best effective manner (Saura, Palos-Sanchez and Correia, 2019). In addition to
this, as per accordance with Li & Fung CTO Manuel Fernandez, Li & Fung is looking towards
building a fully digitalized platform that is at the heart of the digital supply chain of the future.
Digital tactic
Management of Li & Fung undertake strategies to develop new generation of digital
solutions in order to help their partners as well as suppliers as to revolutionise their supply chain.
While in their Three-Year-Plan company is mainly keen towards digitalization, speed and
innovation as to make further increase speed of customers supply chain in well defined manner.
In addition to this, company is looking forward to take use of different types of applications of
digital marketing such as advertising medium (like online video ad, display banner) direct
4
Illustration 1: LF Platform

response medium ( Search engine marketing) customer service mechanism ( self serve, real-time
customers) in order to grow sales and create brand awareness.
Discussion & Recommendation
As per the above mentioned report it has been identified that, Li & Fung a Hong Kong
based organisation offer their services as supply manager mainly for EU and US top stores,
speciality stores, department stores, e-commerce sites and catalogue stores. Company deal in
Supply chain management and offer their services worldwide. It has been identified that
organisation operate their services with having partnership with their consumers and effectively
serve them with qualitative and on-time delivery along with ethical solutions. In this as to
effectively gain more competitive advancements company is required to efficiently manage their
logistics of exporting and producing goods across many counties and producers with the help of
digital solutions. In this organisation is recommended to take advantage of different types of
social media and digital platform as to serve their customers and partners with best and fast
services. In addition to this, it has been duly recommended to company to increase knowledge
and skills of their management by offering them regular training and development measures.
This will not only benefit company to increase their work efficiency but also aid them to increase
performance of their employees in best effective manner. This will duly ensure organisation to
make significant increase in their productivity and profitability through which company can
ensure their long term sustainability in marketplace in well defined manner. Along with this,
company is also recommended to take advantage of updated technology in order to serve their
customers in best effective manner. Further it has been identified that with the help of digital
technological measures company can not only able to serve their customers in well defined
manner but also ensure effective functioning with their partners. Thus, it has been determined
that digital marketing acts as key essential element for organisational success for Li & Fung as
with the help of this company can effectively able to manage their services worldwide in well
defined manner. In addition to this, company is being recommended to take advantage of internet
as to to duly offer their digital products. In this company by taking use of owned digital channels
user behaviour data can able to increase efficiency of their operations. In addition with this with
the help of digital marketing company can provide their customers with additional channels with
the help of which consumer can have access to information and further make purchase. In
addition to this company is being recommended to undertake use of different advertising
5

mediums such as online video ad, display banner ad, different distribution channel such as
ebook, content, newsletter and software and relationship-building medium in order to satisfy
customers in best effective manner.
1. Discuss why digital and content marketing is a key to its success or failure of your
chosen case study. You can include comparative case studies to explain different
methods used in various organisations to explain, if it is appropriate.
As marketing have changed within last few years. Marketers are shifting from traditional
ways in which they have to interrupt individuals to market its services. Digital marketing is
considered as an umbrella for any kinds of marketing this involves SEO, PPC, social media
marketing, email marketing and others. Where as content marketing is defined as the strategic
approach which concentrate upon developing as well as distributing relevant, valuable as well as
consistent content for attracting and retaining a cleared defined clients or ultimately to drive
gainful consumer action. Both is considered as a key to its success this help Li & Fung to offer
their services to customers in best effective manner while ensuring that they fulfil their
objectives within specified period of time. Moreover, with the usages of online survey, search
data, social interaction like Linkedin discussion forum as to increase efficiency of their
operations. So, all these develops respective organisation towards success. Aprt form all these, it
also aids them to improve their brand image, reputation, value, attract more number of customers
and others.
2. Try to identity some performance metric to facilitate the discussion, such as
facebook fans number, post interaction etc.
Post interaction: This represents that how active the fans involve with a post of a page.
Moreover it also shows the average amount of whole interactions such as comments, shares for
every fan per post. As opposed to engagement rate, post interaction ignores days without any
posts.
Linkedin Fans number: Linkedin follow feature is an effectual tool who generate the
interest of people its skills or knowledge. It is mainly a world's largest professional community.
In addition to this, it has been identified that it is consider as one of the most powerful social
network mainly for business professionals. In this company with their attractive services ask
their facebook as well as Twitter fans to follow their LinkedIn page. Moreover, it have about
6

2.375 billion fans in about 1.49 billion are daily active users and also it ads around 500, 000new
users every day.
REFERENCES
Books and Journals
Taneja, G. and Vij, S., 2019. Dynamics of a Digital Advertising Campaign. Available at SSRN
3308035.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.
Gulati, S., 2019. Digital Marketing Strategies for Startups in India. Available at SSRN 3317740.
Ghai, S. and Rahman, O., 2018. Measuring Effectiveness of Campaigns Using Digital Marketing
& Its Impact on Youth. International Journal on Global Business Management &
Research, 7(3), pp.19-30.
Ganev, P., 2018. HOW TO CHOOSE THE APPROPRIATE DIGITAL MARKETING
TOOL. Global Business & Economics Anthology, 1.
Morehouse, J. and Saffer, A.J., 2018. Digital Strategy. The International Encyclopedia of
Strategic Communication, pp.1-7.
Williams, C.B. and Gulati, G.J.J., 2018. Digital advertising expenditures in the 2016 presidential
election. Social Science Computer Review, 36(4), pp.406-421.
Online
Li & Fung speeds digital strategy with new hire. 2019. [Online]. Available
From<https://www.just-style.com/news/li-fung-speeds-digital-strategy-with-new
hire_id135445.aspx>
Li & Fung Limited - Company Profile, Information, Business Description, History, Background
Information on Li & Fung Limited. 2019. [Online]. Available
From<https://www.referenceforbusiness.com/history2/82/Li-Fung-Limited.html
7