Assignment On Digital Marketing And Analytics

DIGITAL MARKETING &
ANALYTICS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. SITUATION ANALYSIS...........................................................................................................1
Macro Environment.....................................................................................................................1
Micro Environment......................................................................................................................3
Market Trends..............................................................................................................................3
Customer (Buyers Persona).........................................................................................................3
Competitor Analysis....................................................................................................................4
Porter Five Forces Model............................................................................................................4
Suppliers......................................................................................................................................6
SWOT Analysis...........................................................................................................................6
2. OBJECTIVES..............................................................................................................................7
SMART Objectives.....................................................................................................................7
3. STRATEGIES.............................................................................................................................7
Buyer Persona Spring Strategy Template....................................................................................8
4. TACTICS...................................................................................................................................10
Gantt Chart.................................................................................................................................10
Risk Assessment........................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The digital marketing is one of the new ways for company to attain continued success
(Järvinen and et.al., 2012). Present report deals with Google Merchandise Store selling Google,
YouTube and Android branded apparel, bags and office supplies to customers. In the report,
digital marketing plan has been proposed for company which will further boost promotions and
increased sales. Situation analysis including macro and microenvironment are being made.
Along with it, SMART objectives are explained, and strategies and tactics are made. Buyer
Persona Spring Strategy Template has been filled and action plan has been provided.
1. SITUATION ANALYSIS
Macro Environment
Political: Google Merchandise Store has good collection of branded products; therefore, it is
influenced by political situations in countries. This means that instability may arise because of
legislations and laws (Kaul, 2018).
Opportunity: Stable economy like EU and Asia are better opportunity for company to
attain customers’ attention.
Threats: Stable economies like China supports local e-commerce business which will
lead to high competition while expansion for Google merchandise.
Economic: Every business flourish if the economy is positive but retailing industry can also be
profitable with low economic conditions. Google merchandise will grow fast if the economic
conditions are positive in the areas where it performs the business operations (Xu and Song,
2018). Retailing is a way of offering products & services. Customer purchase from retailers in
any economic condition & sometimes the retail business endures even in the most awful
economic conditions. Economic recession is another major macro environment indicator that
influences Google Merchandise.
Opportunity: Disposable income of consumer is increasing which is a huge opportunity
for Google Merchandise. Increase in disposable income means customers will purchase products
of their choices. It will give companies such as Google Merchandise, Amazon, eBay opportunity
for expanding their businesses.
Threat: Profitable retail industry provides opportunities but not only for Google
merchandise. Therefore, it will increase the competition (Kaufman and Horton, 2014).
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Social: Social behaviours, Trends and Factors can influence performance of Google
Merchandise positively as well as negatively. By allowing people to shop online stores such as
Google merchandise made people lazy. Staying at home while eating junk foods etc, have
negatively influenced health of adults & children. The government is facing a high pressure for
taking strict measure to improve lifestyle of every citizen.
Opportunity: Senior citizens who cannot go outside and walk can use Google
Merchandise which is a great opportunity.
Threat: Increasing health issues related to utilisation of internet can be a threat for the
organisation.
Technological: Technology is a backbone of Google Merchandise; it is focusing on technology
in terms of cloud computing to provide customer satisfaction.
Opportunity: There is a new technological development which can be adopted by Google
Merchandise, the company is planning to use a new delivery system to deliver products to
customer via aerial vehicle known as Drones (Yatsenko and Dmytriyeva, 2018).
Threat: The major threat for Google Merchandise is Cybercrime which can cause
concerns related to sensitive data such as debt and credit cards.
Legal: Google Merchandise needs to comply with various regulations & laws. There are various
legal factors such as Discrimination law, anti-trust laws, consumer protection laws that influence
the organisation.
Opportunity: Counterfeit product regulations are very essential and a demand of
customers. This can be an opportunity for Google merchandise to enhance its efforts to reduce
counterfeit sales upon online platform
Threat: Different Consumer privacy acts can be threat for the organisation.
Environmental: There are various environmental laws which need to be compiled with
organisations operations. Green policy, pollution etc. are influencing the activities of Google
Merchandise.
Opportunity: The organisation is looking to make emission free shipment in few years.
Threat: Most buyers ask for fast delivery which increase the carbon footprints or
emissions
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