Digital Marketing for Desklib: Exploiting the Future of Business Operations

Running head: Digital Marketing in the Current Market Space 1
Digital Marketing in the Current Market Space
Student name
Institution of Affiliate

Digital Marketing in the Current Market Space 2
Executive Summary
The technological advancement has driven the changes in the way companies are conducting
their business operations. The development of digitalization prompted businesses to exploit the
digital market. Digital marketing is the future of all businesses irrespective of the industry. The
market trends support the digitalization of the business environment and supports the success.
Organizations always seek for opportunities to develop a competitive advantage over its
competitors in the market. Online sales are a business hub that is necessitated by the
development of internet and demand for efficient business operations. The consumers are always
seeking for a firm that can offer them the best quality that they need from the companies. The
use of social media, email, and YouTube are some of the digital platforms that facilitates digital
marketing across the world.

Digital Marketing in the Current Market Space 3
Table of Contents
Executive Summary.........................................................................................................................4
1.0 Introduction................................................................................................................................5
1.1 Zappos Company...................................................................................................................5
1.2 Nestle Company.....................................................................................................................6
1.3 Netflix Company....................................................................................................................7
2.0 The Current Marketing Environment for the Zappos Shoe Industry.........................................7
2.1 The opportunities and Threats................................................................................................7
3.0 The Current Marketing Environment for the Nestle Food and Beverage Industry...................8
3.1 The opportunities and Threats................................................................................................8
4.0 The Current Marketing Environment for the Netflix Media Entertainment Industry...............8
4.1 The opportunities and Threats................................................................................................9
5.0 A summary of each company’s approach to Tier 1 strategies of Target marketing, Positioning
and Branding from a digital /online perspective..............................................................................9
5.1 Zappos Target Marketing.......................................................................................................9
5.2 Zappos Positioning and Branding..........................................................................................9
5.3 Nestle Target marketing.......................................................................................................10
5.4 Nestle Positioning and Branding..........................................................................................11
5.5 Netflix Target marketing......................................................................................................11
5.5 Netflix Positioning and Branding........................................................................................11

Digital Marketing in the Current Market Space 4
6.0 Strategic marketing mix analysis (Product, Price, Distribution, Digital Marketing
Communications) of each company..............................................................................................12
6.1 Strategic marketing mix analysis of Zappos........................................................................12
6.2 Strategic marketing mix analysis of Nestle..........................................................................13
6.2 Strategic marketing mix analysis of Netflix........................................................................13
7.0 Conclusion...............................................................................................................................14
Reference.......................................................................................................................................15