Marketing Plan Development & Analysis

This assignment requires the development and refinement of a comprehensive marketing plan. Students will begin by analyzing an existing plan, identifying strengths and weaknesses. Then, they will create an enhanced plan incorporating strategies for both online and offline marketing channels to establish a strong brand presence.

Running Header: Digital Marketing Plan
Digital Marketing Plan
Authors ID:
Authors Name:

Digital Marketing Plan
Executive summary
The below-summarized report is focused on the concept of digital marketing that has been
executed for Leather Bag-Stage. The business entity is one of the leading brand names in the
sector of designing and manufacturing handbags that can be used for various purposes. The
prime motive behind executing this report is developing and improving the existing marketing
plan of the business entity. The report is also concentrated in developing a marketing plan that
will make the presence of the business corporation on both the media platforms that are online
and offline. The report comprises of the marketing for leather bags in the different regions of
Brazil by utilizing various means and mediums. Along with this, the report also focuses on the
analysis of the feasibility of the Brazil market regarding the launch of new leather handbags. The
report finally focuses on the various media tools for the promotion of the leather bags in Brazil.

Digital Marketing Plan
Contents
Introduction......................................................................................................................................4
Product analysis...........................................................................................................................4
Situational analysis..........................................................................................................................4
Internal analysis...........................................................................................................................5
External analysis..........................................................................................................................5
Marketing strategy...........................................................................................................................7
Implementation plan........................................................................................................................9
Control and evaluation...................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Digital Marketing Plan
Introduction
The marketing process through which the business entity promotes the products and services by
making use of digital channels for attracting and attaining consumers is termed as digital
marketing (Armstrong et al., 2015). The prime objective of this type of marketing is to promote
the brands through various mediums of digital media. On the basis of the research executed by
the business entity, it has been analyzed that the digital media and online channels are helpful for
the marketers to operate successfully in the market. Digital marketing is a crucial part of the
promotional activity of every company. This is the concept of marketing by which companies are
able to promote their products to the customers by various online tools. This report focuses on
the digital marketing plan of a new leather bag company i.e. Leather Bag-Stage. The objective of
this report is the make the company available on both online as well as offline media platforms.
The report deals with the marketing of leather bags in Brazil by social media marketing tools.
Along with this, the report also focuses on the analysis of the feasibility of the Brazil market
regarding the launch of new leather handbags. The report finally focuses on the various media
tools for the promotion of the leather bags in Brazil.
Product analysis
The media plan will focus on the female leather handbags and clutches provided by medium-
scale leather product manufacturing company named Leather Bag-Stage. The company has
products combining innovation and style. The objective of the company is to provide stylish and
luxurious designer handbags for the female customers based on their needs of an exquisite
lifestyle of the female customers (Bruni, Gherardi & Poggio, 2014). Main products of Leather
BagStage include shoulder bags, handbags, and clutches, cross body and messenger bags. The
company is able to have the good position in the fashion industry of Brazil with the stylish
handbags.
Situational analysis
The approach is referred to a collection of mechanisms that are adopted by the managerial and
senior staff so as to analyze the internal and external environment of the business organization
for understanding the capabilities, customers and business environment (Deakins & Freel, 2009).

Digital Marketing Plan
The term situational analysis can also be termed as the foundation of the marketing plan. The
below described is the situational analysis That will be creating an overview of Leather Bag-
Stage that will lead to better understanding of the components that will influence the future:
Internal analysis
For analyzing the internal factors the business entity can make adoption of SWOT analysis as an
approach that will aid the entity in getting aware of the strengths, weakness, opportunities, and
threats of the firm (Dorn & Suessmair, 2017). The following is the SWOT analysis of Leather
Bag-Stage:
Strengths-
The key strength of Leather Bag-Stage is that the company is a medium scale company
that provides designer bags to the customers. Further, a company has its own handbag patterns
and uses a best quality material for the purpose of bag production (Drucker, 2014). Along with
this, the company also produces customized handbags based on the requirements of the
customers. The company provides the option of physical product delivery that gives an
opportunity to the company to cater the needs of the large consumer segment. Leather Bag-Stage
has created the more affordable line of the high-quality products but at a fraction of the price.
This is the young company without a negative legacy for the customers.
Weakness-
One of the key weakness of company Leather Bag-Stage is that sale of the luxury
handbags is continuously reducing because of the demand for luxury products among the
customers. Further, Leather Bag-Stage has to face high competition in the market due to the
availability of established international brands like Coach, and Prada. Along with this, the
production of leather handbags needs a large amount of cow hides which is not easily available
in Brazil. During the production process, there is the high use of water and that is the wastage of
the natural resources (Marshall, Desborde & Thach, 2016). There is less purchasing of the
leather products in the market due to solid quality and high prices.
External analysis
Opportunities-

Digital Marketing Plan
One of the big opportunities for Leather Bag-Stage is global expansion. The lesser
presence of the brand in the global market can be solved by the expansion of the business in all
over the world. This will give the brand an opportunity to improve the image and enhance the
sales (Plewa, Conduit & Quester, 2016). Leather Bag-Stage is focusing only on women but the
collections do not include children that could be the key to company growth. In order to grow in
the fashion industry, a company can also introduce the products for children. Along with this, it
can also introduce low and medium priced handbags for the common income group customers in
Brazil.
Threats-
Economic recession may reduce the demand for leather bags in various countries as leather bags
are considered as the luxury products by the customers (Sheth & Sisodia, 2015). Further, one of
the major threats to the company is the changed taste and preferences of the customers that can
impact on the demand for the leather bags. Along with this, there are large numbers of substitute
bags available at the low cost in the market that impact on the demand for leather bags.
Definition of goals and objectives (SMART)
The objectives are the attainments that are pre-determined and are required to be accomplished
by the business firm. The business entity should make use of SMART approach for developing
and establishing the business objectives. The below mentioned are the business objectives and
goals of leather bag-stage:
Specific: Leather Bag-stage should make the establishment of the business objectives that are
specific by nature. The objectives thus formed are required to be able to answer the questions
such as "what is to be done?" "How will you know it is done?" etc. and should be able to discuss
the outcomes (Westwood, 2016). The goals should be described in a manner that the readers
should be able to interpret in the same way. For measuring that the objective is specific, it should
be made sure that it is described in an observable way.
Measurable: Setting objective on this criteria will develop objectives that are able to answer the
following questions such as "how will you know it meets expectations?" and also defines the
assessable terms such as quantity, expense, quality, frequency and the time limit (Wayne 2017).

Digital Marketing Plan
This term refers to the limit to which the evaluation can be done for something against a set
standard. The objectives established should be measurable.
Achievable: The desired or the determined goals are required to be within the reach of the
employees, they are required to be achievable and should also be able to answer the following
statements such as "can the individual do it?" "Can the measurable goals are achievable by the
individual?" "Does he/she have the experience, knowledge or capability of fulfilling the
expectation?" The business objectives are required to be established in such a manner that they
will be accomplished within the given timeframe.
Relevant: The objectives are required to be relevant and should give answer to the questions
such as "should it be done?”, “why?" and "what will be the impact?". The criteria for attaining
the goals should be reasonable, realistic and time-sensitive.
Time-oriented: A deadline should be defined for each and every objective established within the
business organization and these objectives should also be able to answer the question such as
"when will it be done?". Setting a time-frame for each and every objective will increase the
efficiency of the workforce of Leather Bag-Stage and that will tend to bring a hike in the
productivity and profitability.
Marketing strategy
The various techniques and mechanisms adopted by the business firm for collaborating with their
customers are the marketing strategies. Leather Bag-Stage can make use of the marketing
strategies for generating awareness about the specifications, features, and benefits of the products
to the consumers (Duermyer, 2017). This will aid the business entity in increasing the brand
equity and goodwill of the product and also of the entity. Some of the other benefits attained by
adopting these strategies are an increase in the market share and customer base will be observed
and thus leading to an increase in sales and profitability. The below mentioned are some of the
marketing strategies that can be adopted by the business entity for the accomplishment of desired
objectives and goals:
 Paid advertising: The concept comprises of multiple approaches to marketing that can
be adopted by the business enterprise. The approach comprises of a set of traditional

Digital Marketing Plan
models and approaches to marketing such as TVCs and print media advertising and that
can be adopted by the business firm.
 Cause marketing: The name itself defines the meaning of this strategy. This marketing
strategy develops a bond between the products and services with a social cause (yodiz
2018). This will provide a boost to the brand awareness and also an increase in the
number of a customer will be observed. This marketing strategy has been considered as
one of the most effective options that can be adopted by the business firm.
 Relationship marketing: The focus of this marketing strategy is on building strong
relationships with the customers (Chaffey, 2016). Developing and enhancing the strength
of bonds with the existing customers and that will lead to an increase in the customer
loyalty. This is one of the most beneficial strategies that can be adopted by Leather Bag-
Stage.
 Internet marketing: The approach of internet marketing is also termed as cloud
marketing. This strategy is one of the contemporary media of marketing in which the
business entity makes use of the internet for executing all the process and transactions
related to the promotion and advertising of the products and services (Nykiel, 2016).
Various platforms are offered to the manufacturer for making the products available for
the consumers.
 Transactional marketing: One of the challenging task for any of the business firm is
sales. As the entity is having high volume targets the selling operations will be proven
tough. Under this marketing strategy, the customers are stimulated and encouraged by
discounts and coupons and other additional services are offered for buying the products
or services. This approach enhances and develops the chances of sales and also motivates
the targeted consumer segments for buying the products.
 Diversity marketing: This marketing strategy is concerned about making use of the
aspects of diversity found in the consumer segments of the business firm (Ryan, 2016).
This approach caters the diverse targeted consumer segments by making customization
and integrating various marketing strategies. It comprises and covers various aspects such
as beliefs, attitudes, views, cultural and other specific needs of the consumers.

Digital Marketing Plan
 Word of mouth: This marketing strategy depends on the impression of the business firm
on the audience. The mentioned approach is one of the traditional strategies that can be
used by the business firm.
Implementation plan
The below presented tabular format comprises of the implementation process of the developed
tactics and strategies by the Leather Bag-Stage for executing the business operations.
Implementation plan proves as a guideline or a track for the entire workforce that is engaged in
the operations of the business organization (Chaffey & Ellis-Chadwick, 2016). It can also be
termed as a management tool that is developed by the business firm for supporting the strategic
plan. An implementation plan develops segmentation in each of the strategies into identifiable
steps and each step is assigned to a specific individual and also the deadline for completion of
each step is given. The below is the implementation plan of Leather Bag-Stage:
Actions Starting
date
End Date Responsible
Person
Related
Department
Expenses
Developing high
targets and
productive
mission
statement
1/03/2017 30/05
/2017
Management
officials
Management
officials
$2500
Transparent
communication
about the pre-
determined
targets and
goals
1/07/2017 31/09/201
7
Management
officials
Management
officials
$4000
Encouragement
to the
generation of
innovative ideas
1/10/2018 31/12/20
18
Professionals
and seniors
authorities of
concerned
Heads of
departments
$3500

Digital Marketing Plan
for better
decision making
departments
Innovating
alternative ideas
and backup
plans
1/01/2018 30/03/2
018
Marketing
team and
Executives
Marketing
department
$4500
Successful
implementation
of developed
marketing
strategies and
tactics
1/04/2018 2/07/20
19
Superiors,
senior
authorities,
and
executives of
marketing
and
advertising
departments
Marketing
department
$5000
Control and evaluation
The above-mentioned concept is made concerned about the strategies and plans developed for
establishing control over the plans and policies that are executed within the business
organization. There is number of approaches that can be adopted by Leather Bag-Stage for
developing the control measures (bestpractices.ca 2015). The management officials and the other
senior staff is held liable for executing the monitoring and controlling practices. Moreover,
monitoring and controlling process are also concerned at overseeing all the tasks and metrics that
are required for ensuring the approval of the authorized task is within the scope, on time and is
also within the budget so that the project is preceded with a minimal risk (Baker & Saren, 2016).
This business practice involves the comparison between the actual performance with the
estimated performance and taking corrective actions and measures for producing the desired
outcomes. This is a continuous process throughout the life of the execution of the tasks
performed. There are various measures and mechanisms that can be adopted by the business firm
for establishing the control and monitoring of the operations within the organizational structure.

Digital Marketing Plan
For instance, total quality management (TQM) is one of the approaches that can be adopted by
Leather Bag-Stage for evaluating and monitoring the quality of the products and services offered.
KPI’s can be determined and implemented by the management for identifying the performance
level of the employees. This will aid the business firm in analyzing and evaluating the
performance level of the workforce and the data thus generated will be used at the time of the
appraisals (Kingsnorth, 2016). Moreover, the entity can also develop and establishing monitoring
over the efforts made by the marketing team, this will enable them with the data and information
about the requirements and demand of the consumers. This data will aid the entity in bringing
improvements and advancements in the products and services and thus leading to an increase in
the satisfaction level of the consumers. This monitoring and controlling plan also comprise a
check over the operations and functionalities that can impact the environment. And hence some
preventive measures are also required to be developed by the business organization for
safeguarding the environmental aspects.
Conclusion
After summing up the above-executed report it has been analyzed that for enhancing the
marketing activities and increasing the sale in the regions of Brazil the Leather Bag-Stage wants
to bring advancements and developments in the existing marketing plan. The report comprise of
a developed and improved marketing plan that will enable the business firm in establishing a
strong presence over the online and the offline platforms.

Digital Marketing Plan
References
Armstrong, G., Kotler, P., Harker, M. & Brennan, R., (2015). Marketing: an introduction.
Pearson Education.
Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
bestpractices.ca, (2015). Monitoring and control, Assessed on 2nd February 2018,
www.bestpractices.ca.gov/project_management/monitoring.shtml.
Bruni, A., Gherardi, S. & Poggio, B., (2014). Gender and entrepreneurship: An ethnographic
approach. Routledge.
Chaffey, D. (2016). Global social media research summary 2016. Smart Insights: Social Media
Marketing.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Prentice Hall.
Cmgpartners, (2018), What is customer analysis, Assessed on 2nd February 2018,
http://cmgpartners.com/content/customer-analysis/.
Deakins, D. & Freel, M.S., (2009). Entrepreneurship and small firms. McGraw-Hill College.
Dorn, T. and Suessmair, A., (2017). Determinants in Pay-What-You-Want Pricing Decisions—A
Cross-Country Study. American Journal of Industrial and Business Management, 7(02),
p.115.
Drucker, P., (2014). Innovation and entrepreneurship. Routledge.
Duermyer, R, (2017). Marketing strategy for home business success, Assessed on 2nd February
2018, https://www.thebalance.com/marketing-strategy-for-home-business-success-
1794314.
Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Marshall, K.P., Desborde, R. & Thach, S., (2016). A Fine Arts Marketing Elective: Justification
of Need and Proposed Course Content.
Nykiel, R. A. (2016). Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.

Digital Marketing Plan
Plewa, C., Conduit, J. & Quester, P.G., (2016). Making a Difference Through Marketing.
Springer Verlag.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sheth, J.N. & Sisodia, R.S., (2015). Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Wayne, (2017). SMART objectives, Assessed on 2nd February 2018,
https://hr.wayne.edu/leads/phase1/smart-objectives.
Westwood, J. (2016). How to write a marketing plan. Kogan Page Publishers.
yodiz, (2018). 8 types of marketing strategies and definition, Assessed on 2nf February 2018,
https://www.yodiz.com/blog/8-types-of-marketing-strategies-and-definition/.