Market Analysis and Business Expansion Plan for Dean's of Huntly

This project aims to conduct a market analysis for Dean’s of Huntly and develop a business expansion plan to further its sales and brand over the UK. The study insights will facilitate planning and decision making in Dean of Huntly to support its growing interest of expanding pastry marketing and distribution within the UK and abroad. The target audience is defined as John Smith, a business service executive who is goal-oriented at work and maintains a healthy lifestyle. Competitor analysis is done using the RACE framework and web analytics audit is conducted using Google Analytics.

Section 1. Understand
A. Client Business Goal
The objective of this project is to conduct a market analysis for Dean’s of Huntly
and develop a business expansion plan to further its sales and brand over the UK
to almost double its present 9m annual turnover to about 16m by 2026 within
the pastry and shortbread segment by using the client’s web analytics software;
the information is used to determine the most successful strategies for business
expansion.
The study insights will facilitate planning and decision making in Dean of Huntly
to support its growing interest of expanding pastry marketing and distribution
within the UK and abroad.
B. Current Data Sources
Include here some information about the current sources of data available from
your client. Include these in the table below:
Data Source
(email list, web
analytics,
social media
insights)
Details of Data
(specific, general,
new customers, web
analytics)
Current Uses for
this Data
Potential Uses for
this Data
Web
Analytics
Possible to
gather general
and also very
specific
information
regarding both
new and
returning visitors
(Ryan 2009)
- Track the popularity
of the brand.
- Get and overview of
the sales and the
campaigns
effectiveness
-
Social media Possible to - Observe the level of - Data mining tools

insight gather
information
regarding new
and exisiting
visitors in
regards to:
engagement,
loyalty, audience
demographics,
post reach etc.
engagement of the
posts.
- Observe the brand
popularity over
time.
could be used. This
could be used to
discover useful
patterns in data
and fine tune
content strategies
and targeting.
Email list Possible gather
specific
information
regarding email
delivery, bounce
rates and
opening rates
(Ryan 2016).
- Obtain marketing
information
- Trial of products
and its campaigns.
- Use CRM tools in
order to fine tune
Dean of Huntly’s
email offering and
align it with its
purchase history
(Ryan 2016)
- -
C. Data and Analytics SWOT
Conduct a SWOT analysis of the client, focusing on their current use of data and
analytics, to understand internal strengths and weaknesses, and external
opportunities and threats. Remember to include references and justification for
your points e.g. if you think they utilise customer email data poorly, why is this?
And can you find an industry/ academic source that confirm this?
Strengths
- Dean’s of Huntly has highly successful at
the Go To Market strategies for their
Weaknesses
- It is lacking in a proper financial planning
and not able to use the cash in efficient

product.
- Its food is relatively successful and
execution of the new project that generate a
good return on the capital expenditure
through building a new revenue streams.
- Dean’s food has build an expertise at
entering in new market and make them
successful.
manner.
- This company is not able to face
competition in that industry in term of the
innovation
- Its unique selling proposition and
positioning is not clearly define that may
lead attacks in chosen segment by
competitors.
Opportunities
- It can attract new customer through online
channel.
- New taxation policy in favorable for Dean’s
of Huntly to increase its profitability
- Market development lead to a dilution of
the competitor’s benefits and respective
enterprise to enhance its competiveness.
Threats
- Growing strength of the local distributor on
some market is a threat.
- New environment regulation of Paris
agreement is a threat to its certain existing
product.
- Shortage of skilled workforce within some
global market depict a big threat in profit
growth
D. Target Audience Definition
This is an important stage as it will inform your strategy. Have a look at any data
that’s been made available to you from the client about their current customers.
Have a look at demographic information for the area that they’re working in, and
the type of people you think they are trying to reach.
Once you have identified the most suitable target audience create ONE suitable
persona in the table below whom you can focus your later strategy towards.
Remember to be as specific as possible within this table, as it will help inform
your later decision making.

Persona
Demographics
(Name, Age,
Gender,
Location)
Digital Habits
(Social media, local
interest groups /
forums, blogs, news)
Motivations, Goals
and Needs
What we want to
deliver?
John Smith
30 – 35 year old
Business service
executive
Income:
Above £30 500
Location:
England
- Know about
product’s
information through
social media
( Facebook, You
tube)
- Videos, Blog Post
-
- goal oriented at work.
- Careful with the
foods and is
maintains a healthy
weight.
- Motivations:
objetcive oriented
personality.
Personal growth
devotee and likes
charming co-working
a group player.
Needs:
Prefers fruit pastry
and shortbread with a
minimal calories,
- Buy shortbread and
pastry himself in the
stores for a quick
and healthy
breakfast every
morning.
- Conscious for the
health.
-
E. Competitor Analysis
Using 3rd party tools available, gather as much data as possible to create an
informed competitor analysis for the client based on the RACE Framework:
Criteria Competitor 1 Competitor 2
Business Mimis bake house Tray Bakes and more

Name
URL https://
mimisbakehouse.com
https://
traybakesandmore.com
Reach
Think about
the following:
- Pageviews
- SEO
keywords
- SERP
visibility
- Regional
visibility
- Domain and
Page
Authority
Page visits: 48.8k
Unique visitors: 39k
Top 5 SEO keywords:
mimis bakehouse
afternoon tea
mimis bakehouse
edinburgh
mimis bakehouse tea
edinburgh
mimi'sedinburgh
mimiscorstorphine menu
Page Authority: 39/100
Domain authority: 48/100
SERP visibility:
Regional Visibility:51.8k
(Average)
Page views: 12.9k
Unique visitors:12.9k
Top 5 SEO keywords:
mars bar tray bake
no bake tray bakes
recipes uk
snowball bun recipe
northern ireland
germanbuscuit
what is flakemeal
Page Authority: 40/100
Domain Authority: 31/100
SERP visibility:
Domain Authority:
Regional
Visibility:184.1k(Very Good)
Act
Think about
the following:
- Time on
page
- Key content
pages
- Mobile
optimization
Time on Page: 04:47
Pages per visit: 4.3
Bounce rate: 57.19%
AVG visit Duration: 04:47
Mobile Optimization:
According to Google Mobile
friendliness test, this
website is mobile friendly.
So the website offers
mobile optimization.
Time on Page: 02:19
Pages per visit: 3.2
Bounce rate: 52.24%
AVG visit Duration: 02:19
Mobile Optimization:
According to Google Mobile
friendliness test, this
website is mobile friendly.
So the website offers mobile
optimization.

Website Speed:
Mobile – 2.7
seconds(Excellent)
Desktop – 2.6
seconds(Excellent)
Traffic Sources:
Channel Overview:
Direct: 26.1k
Referrals: 404
Organic Search: 21.3k
Social: 987
Paid: N/A
Traffic by top two countries:
UK: 47.1k
USA:1.2k
Social Traffic:
Facebook: N/A
Pinterest: N/A
Youtube: N/A
Website Speed:
Mobile: 3.4 seconds (Good)
Desktop: 3.2 seconds(Good)
Traffic Sources:
Channel Overview:
Direct:3.8k
Referrals: N/A
Organic Search: 5.8k
Social: 3.3k
Paid: N/A
Traffic by top two countries:
UK: 6.9k
USA:5.3k
Social Traffic:
Facebook: N/A
Pinterest: N/A
Youtube: N/A
Convert
Think about
the following:
- Online sales
- Mailing list
Engage
Think about
the following:
- Social media

followers
- Social media
post
engagement
- Sentiment:
reviews,
ratings
Tools and websites used: SEMRush., Pagespeed, MOZ Link Explorer
F. Web Analytics Audit
Google analytics is a powerful tool for measuring the successes of
your website, marketing effort and knowing which source of
campaigns are most effective. (Reference)
Audience
A new visitor is a person who comes to your site on a device that
has not been cookied before. While a returning visitor is someone
that has come before on the device they are currently using and had
been cookied before.
From fig() Only 16.5% of the visitors are returning visitors. As it is common that
people do not make purchase on the first visit. It would be important to bring
back first timers through mediums like remarketing campaigns (Chaffey and
Ellis-Chadwick 2019)

Fig Audience Overview
About 76.01% of the visitors speak English fig() and 82% 82.46% live in the
United Kingdom fig()
Fig. Language
Fig 3 Location.
Fig City

In the demographic report, female make up 61.1% of our users while male make
up 38.9%. Also in fig() the age group with the highest number of users at 20.62%
are 45-54 years.
Fig Demographic overview
The age group that has the highest e-commerce conversion rate is 45-54
followed by 18 – 24 as seen in fig(). They both have the highest revenue and
transactions.

Fig Conversion rate.
Also in the age group of 45-54, 49.14% of new visitors resulted in an e-
commerce transaction. This is close to the returning visitors which were at
50.86% fig()
Fig New and returning visitors
We can see the ration in the New and returning visitor is almost on
par; bounce rate, page per session, transaction and even
conversion, but we might expect the bounce rate to be a bit lower
for returning visitors.
Also in the E-commerce conversion rate, it is typical that conversion
rate of returning visitors is at least 5 - 10 times what a new visitor
should be. This is because when people come into the site, it is that
typical awareness stage, then becomes consideration and all the
way through the purchase funnel or the decision process. That is

why remarketing is key, marketing through multiple channels,
getting people to opt into your email list, sign up on social medial,
all these things to hit them further down the decision cycle and of
course, give them value. This helps to get visitors who converted
considerable to even come back at higher numbers, following on
social media and we start showing them targeting ads and bringing
them back to the site and we will see a successful returning visitor
conversion rate.
Fig Engagement
In fig() we can see that most of our visitors stay for 0 – 10 seconds
on website which goes to suggest that there could be improvement
in making the website content more engaging (Perkins 2014).
Acquisition
Our direct search traffic is about 36%, These are people who type our
website directly into a browser or through a browser bookmark or
any unrecognisable traffic source. Analyzing your website data is a good
practice so that you can know how well your website is performing. This is
especially true when you’re working on maybe SEO in the background, as ideally,

the more SEOs you do, the more traffic you should be generating. Overtime you
should see an increase in your traffic chart, and not a decline, and if you do spot
a decline in your traffic chart, then it's something you need to be aware of, and
address as a business.
Channel overview
Organic search accounts for a better e-commerce conversion rate than Direct
searches, also at a healthier bounce rate of 39.92%.
Knowing the pages that are responsible for the most direct traffic is
important as we can optimise those pages for better user
engagement.
In fig() we can see the landing page is responsible for 28.50% of our
direct traffic, and doing well with regards to bounce rate at 58.03%
against an average bounce rate of 63.25%.

Fig. Landing page
If the Google Ads campaigns are observed in (Fig..) it is possible to see that the
ROI of come campaigns such as: Dean’s shortbread can be improved. The cost of
the CPC of this campaign is high compared to the revenue it generates if we’re
to relate it to the effectiveness of other campaigns like Adword – Brand.
Fig Google ads

“The improvement of campaigns has to do with whom to target, when to target
and with what message. It has shown that through effective selection of
customers, the ROI of campaigns can be improved” (Verhoef, Kooge and Walk
2016 p.47)
Still on acquisition.
In fig (…) The biggest source of traffic has actually come from
direct/none/organic this means people coming directly to the website. This
medium resulted to 35.84% of our website visit in the period of 4months. The
second is google/organic search which account to about 25.29% of visits.
Finding out the highest quality of traffic, we can see that the behavior, we have a
lower bounce rate for organic search at 40%, pages per session at 3.77 and the
average person spends roughly 2mins and 28 seconds on the website. We can
also see that about 57 users made a transaction which resulted in about
£1,407.12 in revenue for the company. This shows that these two top sources
which drives the most revenue for the company can be optimized as we know
where the bulk of our revenue comes from, and they can be taken advantage of
as earlier stated.

Fig Source/Medium
Fig. Channel grouping.
Also paid search can be further improved on, as we haven’t too well in that
aspect,
If you do set up your google ad campaign really well, then it’s not going to have
that much of an impact, in regards to how much people convert and buy your
products.
BEHAVIOUR
A landing page is a page which users use to enter your website, we need to
make sure that our top landing pages is optimized so that the user is pushed
further into our website and ideally to a journey to take some form of action
which could be buy our product or to submit a form to inquire about one of your
services. One of the best metric one can use to measure the performance of our
landing page is “Bounce rate”. The bounce rate is a really good indication if
people are liking the content they are seeing. If the bounce rate is high, then it’s
a very clear indication that people are not impressed with what they are seeing
or it is low, then people do indeed like what they are seeing. However instead of
just reviewing the entire bouncerate as a whole, we would rather compare the

bounce rate of a specific landing page in comparison to average bounce rate of
the entire website.
Fig Bounce rate
As we can see in fig () the average bounce rate for the entire site is 55.10%. We
can see from Fig () that the “/unsubscribe/post” at #5 has a bounce rate of
72.18% this is an indication that this page needs to be analyzed to see exactly
why this bounce rate is higher than average.

Fig Unsubscribe post.
We can see in fig () that the page is unavailable which would be the reason why
it has such a high bounce rate.
AVERAGE TIME ON PAGE.
In fig() we want to see where our users are spending the bulk of their time. If we
look at number 6 in Fig() we can see it is the checkout page. This might be a
good indication that our checkout page is a bit clunky, people are taking a little
too long to get through the checkout process. It is advised to go ahead and
resolve that issue.

Fig avg session duration
Some other metrics that would be helpful in evaluating a user behavior are: Exit
%, page value Etc.
Conversions
The two sources that are highest and responsible in the conversion segment are:
Direct x2 at 27 sales (22.13%)and Organic search followed by a Direct visit 15
sales at (12.30).
Fig. All channels transaction.

Here let us look at only the e-commerce transactions below.
Fig e.commerce transaction
We can see that the top journey for 17 sales (22.08%) are Direct x2 , followed by
Direct x3 at 12 sales (15.58)
This can be useful when trying to understand the value of awarenesschannels
that start the conversion journey.
Assisted conversion.
The top conversion path here as shown in fig() is Direct is involved in 86(54.43%)
assisted conversions and 196(56.81) Last click conversion and one visit from
“Organic”.

Fig. Assisted conversion
It is worthy to note that social does not appear in the top three conversion paths.
Fig Conversion path.
Although these reports give an insight, they do not give a completely accurate
analysis as all the cookie-dependent, and many visitors use several different
devices” (Cheffey and Smith 2013 p.116). As mentioned in Google(Ramaswamy

2017) attribution models has its pros and cons. In the disadvantage aspect, it is
time consuming and does not necessarily ensure accuracy (Ramaswamy 2017).
Fig TIME LAG
This shows how long between the first visit and the purchase.
Fig Path Length.
This shows how many steps are in the paths of majority of the people that are
using 1 or 2 or 3 different channels before they make conversions.

This gives us an idea of the other channels and where things like search might
feature within the overall conversion journey from an SEO or PPC perspective
likewise how our displaying might be operating or whatever we are using to
generate interest and bring peoplealong the conversion journey.
Fig Model comparison tool
Attribution model comparison tool compares different models to see which role
channels played fig() shows that direct created more conversions as a last
interaction rather than as a first interaction. While social network and “other”
converted more as first interaction. Note that Google Analytics uses a last click

attribution model by default. Some other metrics used to evaluate conversions
are: traffic sources, CPA, ROAS, Bounce rare interaction per visit.
G. Engagement Data Audit
Tool used :RivallQ
Dean’s has a higher number of followers on Facebook than on Instagram,
facebook posts are not as engaging as Instagram which performs at 41.5 and
58.2 percents of total engagements.
Facebook followers: 10.0k 12 posts , 149 engagements at 0.12%
engagement rate.
Instagram:2.26k. 10 posts . 209 engagement total and 0.93%
engagement rate.
Twitter: 3.37k. 3 tweets. 1 engagement. 0.010% engagement rate.
Youtube: 1.91k. 0 posts. 0 engagement. 0.00% engagement rate.
Fig Dean’s Social networks

Deans is below average for Audience, ranking 3rd of 3 competitors.
This is a good place to focus your attention. Dean’s audience
increased 0.6% and saw the largest increase on Facebook.
Fig Audience
Posting frequency is below average, which is about six posts per week.
Fig. Posting freq.
Dean’s is below average for Total Engagement, ranking 3rd of it’s
competitors. Total engagement decreased and saw the largest drop

on Facebook. At the same time, its average competitor grew and
saw the most growth on Instagram
Fig. Engagement
There have been no posts whatsoever on Youtube despite having about 1.91k
followers on the platform. It is advised that content should be created on this
platform to engage customers and potential customers who visit this medium
Fig. Youtube.
H. Technological Analysis
With marketing data collection technologies in view, the introduction of
Facebook pixel, advertising platforms gained access to real-time dynamic
statistics concerning both users and their online actions. This phenomenon has
recently been closely connected with the development of new distribution and
recognition algorithms. These are being implemented by both social networks

and advertising systems to provide more effective targeting options. In 2015,
Facebook introduced the concept of Custom Audiences (CA), allowing advertisers
to create their own specific customer segments directly within their Facebook
Ads Manager (FAM), without the need to extract the data and analyze it
externally. These are one of the recommendations to Deans. Also including
chatbots into conversational marketing (Nirale 2018). Additionally Machine
learning tools can be used to optimise Pay per click campaigns.
I. Big Data Solutions
This includes the creation of automatic company information management
systems that can identify better unsuspected patterns and extract actionable
insights to help company to manage their information in real time and to enable
marketing experts to take better decisions (Ricciardi, Zardini, &Rossignoli, 2018).
We look at Google Trends, which give marketers help in establishing good
marketing strategies as it sheds light on those trends that are on the rise as well
as current trends. Deans could make do with a CRM integeration to Google
Analytics. This segments, creates reports that would be used in google ads
(Google Developers 2020).

Section 2. Plan
A. Key Recommendations
Based on your insights from Section 1 fill in the tables below to make key
suggestions to your client.
Please include references to literature in your explanation.
Short-term Recommendations
Ideas Explanation Measurement of
success (KPIs)
Data
management
recommendations
Perform data
quality audit
consistently
Pairing Google
analytics with
Magento
Linking
Magento with
Navison
This will assist with
recognizing data issues
immediately (IBM 2013).
By doing this it will be
feasible to accumulate
more data with respect
to the coupon campaign
codes and to carry out a
successful loyalty
program.
Deans’ attribution issue
would less test.
If there are any issues of
attribution, this process
will make it less
challenging.
Uniqueness, data
accuracy, number
of records.
Customer
acquisition rate,
customer retention
rate, CLV
CTR, revenues,
conversion rate
Marketing
recommendations
Reward
engagement
“Reward ‘liking’ or
Tweeting through a
promotional content
Likes, shares,
reactions total

Use Bronto
Marketing
Platform
Social Media
Optimisation
offer. This encourages
engagement and
conversations” (Chaffy
and Ellis-Chadwich 2009
p.273)
Through this it will be
feasible to increase client
commitment. To
customize the manner in
which Deans conveys
and connect with clients
(Magento 2020)
Creating sharable
content and use of
hashtags. Important for
natural search and link
building(Chaffy and Ellis-
Chadwich 2009 p.275)
page views etc.
Customer
satisfaction score,
retention rate, New
and returning
traffic etc.
Page views, bounce
rate, shares, likes
etc.
Medium-term Recommendations
Ideas Explanation Measurement of
success (KPIs)

Data
management
recommendations
Integrate
Deans CRM to
Google
analytics
Creating SMART
marketing lists for:
- Customers who are
statisfied with services.
- Returning customers
who are still visiting sites
and browsing products
after opting out.
- Loyal customers.
This increases income
and traffic from returning
visitors (Ryan 2016)
Client consistency
rate.
Repeat purchase
rate, client
retention rate.
Marketing
recommendations
Remarketing
campaigns
Influencer
relationships
More engaging
content and
quality of
service
Remarketing
Campaigns
Pertinent to bring
intending customers
back.
“Doing specific outreach
to get influencers vouch
for your product/service
(Perkins 2014 p.209)
This helps on the front of
raising acquisition.
With more engaging
content adding, it’ll
cause people to spend
more time on page
exploring, thereby likelier
to make a conversion
(Perkins 2014)
Bringing back likely
customers is key.
Exit%, new and
returning traffic,
leads conversion,
total page views
etc.
Time on website,
total view on page,
conversions etc
Bounce rate, new
and returning
visits, time on
page.
Exit%, new and
returning traffic,
leads conversion

etc.
Long-term Recommendations
Ideas Explanation Measurement of
success (KPIs)
Data
management
recommendations
Automating
Customer
satisfaction
data collection
This gives significant
data about customer
mentality towards
products/services at a lot
faster rate than
essentially staying on a
long call time to finish a
survey (Bussing 2018)
Customer
satisfaction and
retention.
Marketing
recommendations
Content
Marketing
Customer
engagement
improvement
Sites that make new,
unique content routinely
are definitely more
effective than sites that
don't, so carving out
opportunity to reliably
post will assist your site
with standing out. Your
content should stand out
among the other
contents posted by
comparative sites.
Among the wide range of
various short form
content accessible,
composing long term
compelling content will
assist your site with
standing out. The more
information you can give
the customer about your
products the better.
Search engine
ranking, customer
satisfaction score,
repeat purchases,
conversion.
Customer
satisfaction ratings,
retention rates etc.

Converting first time
buyers to repeat buyers.
B. New Data Sources
Are there any sources of data that your client could benefit from utlilising to
enhance your business? You may have identified some of these in part A.
Recommend these to the client below:
Data Source Justification for Client Cost of
Implementation
Twitter, facebook,
Youtube insights.
Combining these various information
and data with Google analytics, it
helps to make more precise
predictions as regards target audience
and brand engagement(Zarfan et al).
Which will in turn inform the
marketing strategy of Deans.
Free, to be
accompanied by using
specific UTM
parameters. Eg
Monster URL builder,
Google analytics url
builder etc.
Google Trends
Customer email
data
Google Trends reveals insight into
current search patterns and those
that are on the increase (Google
2020a). In this way, "these outcomes
might furnish firms with a more
profound comprehension of how
clients view and use products
(Verhoef, Kooge and Walk 2016 p.66).
This could assist advertisers with
laying out a decent marketing
methodology.
Could be used to view email open
rates, click-throughs to the website
(Perkins 2014) Could be further
optimised to build a Machine learning
model that would assist in reducing
mailing costs (Winston 2014)
Free. This a free
service.
This data is retained by
the business. So it is
free.

Customer Feedback This can be used to point point areas
of lapses in service delivery and it’ll
be addressed effectively.
Google alerts are free.
C. SMART Objective Planning
Come up with some SMART objectives for your recommendations above, drawing
out three key points for success. These can help your client track once they start
implementing your suggestions.
Smart Objective 1
Customer loyalty program
Specific- Dean’s of Huntly want to boost its sales by expanding its business on a large scale.
Measurable- Its goals is to acquire 1000 signups.
Attainable- Its signup increased around 7% in least three month when it enhanced its weekly
signup from 4 to 7% every week.
Relevant- when company signups generate more lead, sales has more effective opportunities
to close.
Time bound- December 31st 2020.
Smart Objective 2
Generate year on year
Specific- Respective company want to increase its YOY revenue in vast market area.
Measurable- Company’s goal is to increase 50% YOY revenue from the targeted data driven
emails.
Attainable- it could be achieved by subscribing to the Bronto and used in the Bronto
Connector for magento.
Relevant- When its YOY revenue increase, it become able to invest more in technology.
Time bound- By 31 December, 2021.
Smart Objective 3
Increase profitability

Specific- Dean’s of Huntly want to enhance its revenue by optimizing facebook advertising
market place.
Measurable- This firm’s goal is to increase its revenue by % of the total amount of revenue.
Attainable- it could be achieved through establish a target audience and creating a content
targeted to that audience.
Relevant- When it will attain high revenue it can operate globally.
Time bound- By 31st December 2020.