Digital Marketing Trends and Strategies for The Bronze Snake

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author’s note

1DIGITAL MARKETING
Executive summary
The purpose of this assignment is to understand the trends in the digital marketing sector that is
prevalent in the Australian Society. The organisation that is being used to write the report is a
popular SME from Melbourne called The Bronze Snake. The company is established was 2006,
and since then the organisation has achieved significant prominence. The Bronze Snake operates
in the fashion retail industry and has prominence in brick and mortar as well as online presence.
The recommendation is being provided in are associated with the objective of building a better
customer relation.

2DIGITAL MARKETING
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Overview of the company..........................................................................................................3
2.1 Existing marketing strategies of the company.......................................................................4
3.0 Critical analysis of current digital trends and activities in the microenvironment....................6
4.0 Description of the key areas of impact in two years..................................................................7
5.0 Recommendation for the company............................................................................................8
6.0 Action plan & summary.............................................................................................................9
7.0 Reference list:..........................................................................................................................11

3DIGITAL MARKETING
1.0 Introduction
A company that operates on any objectives has a number of functions to perform in order
to achieve these objectives. One such function is marketing it is the process by which the
company remains connected to the customers (Ryan 2016). There are a number of divisions in
the marketing department which is explained in the concept of marketing mix. The four Ps are
the most important aspect of marketing strategy that a company can undertake. These Ps are:
Product, Price, Promotion and Place (Royle and Laing 2014). Furthermore with research
scholars have developed an extension of three more factors in the mix, these are: physical
evidence, people and process. Promotion mix is the area of focus for this report especially digital
marketing. Digital Marketing is a contemporary from of reaching out to the customers with the
help of advanced information and communication technology (Ryan 2016).
2.0 Overview of the company
The organisation that is being focused upon in the report is The Bronze Snake. It is an
SME based in Melbourne, Australia and has stores also in New Zealand. The company operates
in the retail industry and has eight stores in these countries. The focus of the company is to
provide the customers with best quality products within the most affordable price. Customer
service is also one of the prime objectives of The Bronze Snake. The owners of the company are
David Strangis and Anthony Sacco. The revenue of the company as per 2015 is $8.85 million
and the growth rate is calculated to be 468.17% (Bronzesnake.com 2018). The company also has
a strong foothold in the e-commerce sector, there is a website where the customers can visit and
place their order (Bronzesnake.com 2018).