Digital Marketing Report: Food Spring's Environmental and SEO Analysis

This report presents a comprehensive digital marketing analysis of Food Spring, a company specializing in nutritious food products. It begins with a company presentation and proceeds to conduct thorough environmental analyses, including PESTLE, SWOT, and Porter's Five Forces models, to assess the company's internal and external environments and competitive positioning. The report then delves into digital diagnosis and SEO analyses, exploring the impact of digital channels on the business and identifying opportunities for optimization. Based on these analyses, the report offers marketing recommendations and an inbound marketing strategy to enhance Food Spring's online presence and customer engagement. Finally, it outlines key performance indicators (KPIs), estimates the expected return on investment (ROI), and proposes a budget allocation for implementing the recommended strategies. The analysis highlights the importance of digital marketing in reaching target customers and achieving business objectives in the competitive health food market. The report aims to provide actionable insights and a strategic roadmap for Food Spring to improve its marketing effectiveness and achieve sustainable growth.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. Company presentation.............................................................................................................3
2. Environmental analyses..........................................................................................................3
3. Digital diagnosis and SEO analyses........................................................................................7
4. Marketing recommendation and inbound marketing strategy................................................8
5. Principal indicator and expected ROI.....................................................................................8
6. Budget.....................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Digital marketing is a term which is concerned with various digital channels and
strategies through which the majority of the customers can be connected (Todor, 2016). It is the
act through which the products and services are promoted and sold with the help of social media
channels like Facebook, Instagram, you tube, etc. Company which is to be considered for this
report is Food spring which deals in providing products and services which have higher level of
nutrition and are useful for people who wants to reduce weight. identification and analyses of the
external business environment. It will explain the digital diagnosis and SEO analyses. It will
make recommendations and inbound marketing strategy. The last part of the report will focus on
providing principal indicators and expected ROI and budget.
MAIN BODY
1. Company presentation.
The company is Food spring has initiated its operations from the year 2013 where in the
company aims to provide nutritious diet to the people who are involved in working out and wants
to reduce weight (Stephen, 2016). The company serves various variants of organic food, protein
powder, shakes, etc. which can be consumed by the customers at different time of day like before
training, after training, mid day meals, in the evening and morning, etc. The company deals in
completely vegan products which have low sugar, low carb, gluten free, etc. The primary
objectives behind this is to build and give the proper shape to the body of the individual, build
muscles, enhances healthy diet and endurances.
2. Environmental analyses.
The environmental analyses is consist of the internal and external analyses. Due to the
enhancement of digital marketing, internet is growing at a greater pace and becomes one of the
most important part of the individuals life. It has a very crucial impact on the internal and
external business environment. There are major competitors for the company who sells the
nutritious products which ensure healthy eating like Asda, Mark and Spencer, Tesco, etc. So the
environmental analyses for the Food spring organisation is discussed below:
PESTLE Analyses
The term Pestle stands for political, economic, social, technological, legal and
environmental factors which has an impact on the operations and functioning of the Food spring

organisation. This is the model through which marketers used to analyse and monitor the factors
which are external to the business environment. Due to the growing use of internet, the Food
spring faces various impact from the external factors and they are discussed below:
 Political factors: The term politics is itself concerned with the intervention of political
systems and government of the country. It involved factors like terror attack, subsidies,
import, export, taxation, etc. If the government minimises the price of taxes then this will
provide an opportunity for the Food spring organisation to invest in selling the product
online and also investing in advertisements online which will improve the sale for the
company compared to the competitors like TESCO, ASDA, etc. (Saura and. et. al., 2017).
 Economic factors: The economic factors are concerned with the the financial stability
and profitability of the company. It includes factors like inflation, deflation, recession,
etc. So during the period of inflation, when prices of everything goes up and people
prefer to spend their disposable income on essential products only, than food spring
organisation will be adversely affected. Thus, this will lead to reduction in sale of the
products of the Food spring leading to the overall reduction in profitability in comparison
with the brands like TESOC, ASDA, etc.
 Social factors: The social factors are related to the tastes and preferences of the
customers, their attitude, behaviour, lifestyle, etc. This will have a positive impact on the
Food spring organisation because, the customers are changing their eating habits to the
healthy food where they prefer to eat those food which are good for health and does not
contain fats and carbohydrates (Ryan, 2016). But at the same time due to the strong brand
name of other competing companies like TESCO, the customers may prefer to buy their
products rather than the food spring which have negative impact on the company.
 Technological factors: This is one of the most prevailing factor in present business
factor where everything is linked with technology. This will have a positive impact on
Food spring organisation because with the help of advancement in technologies, the
company will be able to produce new and innovative products regularly. Furthermore, the
company can sale its products with the help of internet which is technology enabled to
different parts of the country as well. But the products sold by competing companies like
TESCO, may be preferred more due to higher level of technology used by company and
this can harm the Food spring organisation.

 Legal factors: The term legal factor is concerned with the laws and legislation which are
taken into account for the protection of customers and employees. It involves laws like
environmental laws, consumer laws, employment laws, data protection law, etc. When
company sells and promotes the products through internet, then the privacy of the various
information of customers and company is at risk of theft and hacking. This will have poor
impact on the companies sales and operations so for this, company will use different
types of legal factors which will insure customers that their information is safe and
protected.
 Environmental factors: The term environmental factors are concerned with the climatic
conditions, use of renewable sources of energy, etc. For instance, when Food spring is
selling its products and services online, then due to the poor climatic conditions, the
network may be lost and this can adversely affect the sale and business of the company.
Apart from this, the company will be able to assess the different environmental concern
adopted by competitors like TESCO and takes into consideration the same to attain the
sustainable competitive benefit.
SWOT Analyses
The term SWOT has been described as internal strength and weakness and external
opportunities and threat for the company operations and functions (Patrutiu-Baltes, 2016). This is
theoretical model which is used by the companies for evaluating the organisations competitive
position and to develop the strategic planning. This concept is used by companies in order to
properly evaluate the performances, competition, risk, etc. of the company and then developing
suitable policies and programs. The resources which are provided by the company will be useful
in establishing the match between the companies resources and capabilities. The competitors of
the organisation like TESCO, will have strong impact on the SWOT of the business enterprise.
The following is the SWOT of Food Spring Organisation discussed below:
Strength
 The Food spring organisation provides
the highest quality standards of their
food products.
 Expertise workforce who have the
ability to identify the customer needs
Weakness
 The products are confined to some
places and only and have very limited
presence in the market.
 Some of the products are very high in
price which are not easily affordable by

and requirements and continuously
involved in developing new and
innovative products.
 Highly preferred by the Gym trainer
and other sources due to their effective
taste and healthiness.
all set of customers.
 The company serves only those
products which can be consumed by
few age groups people only and not
everyone will like the taste of the
products.
Opportunities
 The Food spring organisation has an
opportunity to market the products and
services in new market.
 The company also has an opportunity
to kept on producing new products and
services for the different age group
people and sells them at affordable
prices which will improve the sale
(Lamberton and Stephen, 2016).
Threat
 The company has a serious threat from
those individuals who still prefers to eat
natural products like freshly chopped
fruits, vegetables, etc. rather than
shakes, cookies, etc.
 Threat from competitors like retail
companies which are producing healthy
snacks that are gluten free like Tesco,
Asda, etc.
Porter's five forces model
The five forces model was developed by Michael Porter which was founded in 1979
which focuses on important forces from industry such that this will ascertain the degree of
competition and the level of profitability. These forces are related to the construction and the
competition. The following is the porter five forces model for the Food spring organisation
discussed below:
 Rivalry among existing competitors: This force is concerned with determining the
number and potential of different competitors in the market (Kotler, Kartajaya and
Setiawan, 2016). Therefore, Food Spring organisation will have low competitors because
of various products produced by the companies.
 Bargaining power of customers: The force of bargaining power of customers is
concerned with the potential of the customers in order to minimises the prices of the
products and improve the quality of the products and services. Thus, the Food Spring

organisation is concerned with the higher bargaining power of customers where the
company will need to minimise the prices in order to improve the sale.
 Bargaining power of suppliers: The bargaining power of supplier is concerned with the
capability of the suppliers in order to supply the raw materials which are required to
produce the products. Thus, the suppliers of Food Spring organisation has low bargaining
power because they are limited in number and the company requires organic materials
which creates difficulty in finding the quality raw materials.
 Threat of substitutes: The threat of substitute is concerned with the power of substitute
products which have low switching cost and customer can easily shift to another product
in place of the companies products (Kingsnorth, 2019). Thus, the Food spring
organisation has low threat from substitutes because the company is well established and
have ample number of food products in different variants which is hardly served by any
other company.
 Threat of new entrant: The force of new entrant is concerned with the entry of new
company operating in same industry and determine the power to affect the existing
organisation. Thus, the Food Spring organisation has low threat of new entrant because
the company is well established and new company will have to investment a huge amount
of money in advertisements and research and development department in order to create a
threat for the existing companies.
3. Digital diagnosis and SEO analyses.
The term digital is highly related with the use of latest technologies with which the
companies are effectively identifying and analysing the external business world. The
digitalisation is preferred with various gadgets and machines and enhances that machines
perform work in a more better manner than humans do. Therefore, Food Spring organisation will
adopt the concept of digital diagnosis (Kannan, 2017). By adopting this, the company will focus
on the trends and buying behaviours of customers, they will tap on the daily routine of the people
and the places and food which they prefers to eat. For this, the company will focus on different
social media channels in order to taken into account the different types customer behaviours and
lifestyle. This will help them in knowing that what kind of customer exist in market, the kind of
products they want and the manner in which the product can easily be reached to them.

SEO Analyses is concerned with search engine optimisation. Internet is the most
prominent term in present business world and no business can be operated without the effective
internet connection which helps in connecting millions of people with one another. The
customers used to search various things on internet so the Food Spring organisation can use SEO
analyses for the products like diet free, gluten free, healthy, etc. such that they can identify that
the search has been made from which place and market. This will surely help the company in
analysing the market and customers by identifying the intensity of search for similar products.
Furthermore, the Food Spring organisation will do the regular analyse of companies website in
order to know that how many time the website and its products were searched, from where they
were searched, which product is most viewed by customers, etc. Thus, all this will help in
developing the company and its products to the minds of the customers. While conducting, SEO
analyses the Food spring organisation will keep in mind the volume of search content,
competition, propensity to convert and value per lead (Dodson, 2016).
4. Marketing recommendation and inbound marketing strategy.
From the context of marketing it has been recommended to the Food Spring organisation
that the company should focus on placing different types of promotional schemes so that they
can tap more and more customers. Furthermore, the advertisements should also be increased on
social media and internet because it helps in maximising the awareness among the large number
of customers. The company should also focus on developing campaigns for consumption of
healthy food and its importance for the people.
Inbound marketing strategy is concerned with leaving the customer with favourable
impact such that the company will gain positive aspects on people and businesses (Chaffey and
Smith, 2017). This is the combination of different marketing strategies through which the
customers can be attracted, engaged and delighted which will help in growth and success of the
company. Thus, the Food spring organisation will develop such strategies that will have a strong
focus on customers only. Therefore, the organisation will organise various campaigns where
health related issues will be discussed, they give free health demonstrations and check ups in the
gym where the customers can be easily tapped and make them aware about the products offered
by the company. Furthermore, the Email strategy and direct marketing strategy can also be used
where customers are sent mail and messages and they are directly tapped.

5. Principal indicator and expected ROI.
The key performance indicators are the matrices and indices which helps the organisation
in determining that how well the set objectives are working within the company (Chaffey and
Ellis-Chadwick, 2019). Therefore, the Food Spring organisation makes use of KPI at different
stages of the company so that proper evaluation and assessment for the success of the company
can be done. By adopting this, the company will keep their focus towards the sale of the
companies products and services, generation of revenue, analysing the profits, etc.
Return on investment= Profit/ investment*100
=17000/ 30000*100
=56.67%
6. Budget
Particulars Amount
Initial money 7000
Investment 30000
Total 37000
Marketing outlay
Promotion 12000
sales publicity 4000
Direct selling 4000
Total 20000

Profit 17000
CONCLUSION
From the above report it has been concluded that use of internet has a greater impact on
human beings and organisations. It is changing the way of doing businesses and with the use of
internet and technologies, the companies are able to generate better and more efficient results.
Internet and digital marketing is now easily tapping the customers with making them aware
about the organisations products by using social media tools like Facebook, etc. The brand will
focus on improving the digital marketing because it helps in tapping more customers. It will
remove the unwanted or unsold products from the list. The best marketing strategy which must
be adopted by the company is organising the social media campaigns and for this, the social
network which will selected by the company is Facebook and Twitter. The company will get
more clicks on their website by attaching the link of the official website at every campaign
promotion message and monitoring the SEO through which more and more clicks can be
generated. Thus, the overall sale can be improved by tapping more customers.

REFERENCE
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing.34(1). pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing.80(6). pp.146-172.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy.
Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V.9(2).
p.61.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Saura, J.R., and. et. al., 2017. Understanding the digital marketing environment with KPIs and
web analytics. Future Internet.9(4). p.76.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology.10. pp.17-21.
Todor, R. D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V.9(1). p.51.