Digital Marketing Assignment | Direct Marketing Assignment
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Added on 2020-05-01
Digital Marketing Assignment | Direct Marketing Assignment
Added on 2020-05-01
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Running Head: Digital and direct marketing 1Digital and direct marketing Audit plan for Zambrero
Digital and direct marketing 2ContentsIntroduction......................................................................................................................................3Situation analysis.............................................................................................................................3Objective settings.............................................................................................................................5Strategy development......................................................................................................................6Media plan & media strategy.......................................................................................................6Online media............................................................................................................................6Content marketing....................................................................................................................7Email marketing.......................................................................................................................7Tactics..............................................................................................................................................8Actions.............................................................................................................................................8Controls..........................................................................................................................................10Actionable recommendations........................................................................................................10Conclusion.....................................................................................................................................11References......................................................................................................................................12
Digital and direct marketing 3Introduction Digital media is now playing an important role in the success and growth of everybusiness. With the help of online media tools, companies are able to connect with the customersand know their needs and requirements. This report is basically a digital media marketing planfor a famous Mexican food restaurant chain Zambrero. Zambrero is the Australian quick servicerestaurant chain which is serving Mexican food. Company started its operations in 2005 and nowit has established its successful business. Founder of Zambrero is Dr. Sam Prince who has aim tohelp the people in need by its Plate 4 Plate initiatives. In this initiative, if a customer purchases abowl at Zambrero, a meal is donated to someone who is in the need. Further, the aim ofZambrero is to provide best food experience with the fresh ingredients to the customers. Thecompany has commitment of ‘Let’s eat to beat the World hunger’ to ensure the combination ofhumanely, socially and environmentally responsible products (Zambrero, 2017). The company yhas differentiated itself by the sustainable building designs, best experience and communitybuilding. In terms of unique building, company is focused on helping to the needy people. Now,Zambrero wants to enhance its brand awareness in the Australian society so that it can help moreand more people with the food products. For this manner, digital media plan would be helpful forthe company. Situation analysis The situational analysis of Zambrero can be examined by the situational analysis of thecompany in the operating market. It is crucial for each and every business to understand thesituation of the present market before focusing on the goals and objectives for the future. For thismanner, SWOT analysis will be effective in analyzing existing situation of the market. On thebasis of the outcomes from SWOT analysis, it is analyzed that company has various strengths bywhich it can be able to grasp various chances present in the market.Strengths-The major strength of Zambrero is the stage of reliability in the various operations of thebusiness. The idea, mission, values, strategies to achieve competitive advantage, valuepropositions, effective business messages and business practices of the buiness are the factors
Digital and direct marketing 4that lead to the success of the company in the operating market. Further, Zambrero has welldeveloped brand image based on the standard of integrity and quality. Along with this, companyhad adopted various marketing strategies and tactics beyond the traditional marketing. By themarketing tactics, company has got innovative ways by developed marketing campaign. Apart from this, employees are the core strengths of Zambrero because ‘popular culture’of the restaurants attracts the employees to come again and again. Further, Zambrero has smalland consistent menu which is helpful in reducing the cost of R&D for the new productsadvertisements of new products and training for the employees. These above discussed are thestrengths of Zambrero which lead to the success and growth of the company in the food market(Zambrero, 2017).Weakness-Despite of strengths, there are some weaknesses of Zambrero that must be addressedeffectively. One of the weaknesses of Zambrero is the supply chain management. Company isoperating in the food industry and because of the high standard of integrity and quality of foodproducts, sometimes Zambrero has to face the shortage of the suppliers for business operations.Further, brand building in terms of excellence by the Zambrero is a dilemma. Although with theaffordable prices, huge components of price propositions and the brand are the achievementfeatures for the company but sometimes they are uncontrolled factors because of the marketfluctuations and conditions. Opportunities-Zambrero is operating in the Australian market and company has opportunities to expandits business in various countries. Continuous business expansion in the global market is theexisting opportunity for the restaurant chain. Along with this, opening for new branches can bebetter chance for the Zambrero. It can offer breakfast menu to the consumers that is the newchance for the business growth. In the global market, company can have opportunity to enhancethe sales of food products (Taleghani et al, 2011). Threats-
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