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DIGITAL MARKETING
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Table of Contents
INTRODUCTION ..........................................................................................................................3
1:Analysation of company with macro and micro environments................................................3
2. Elaboration of Buyer Persona for company with the help of Buyer Persona Spring..............5
3: SWOT analysis of company:..................................................................................................7
4: SWOT analysis plan:...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Digital marketing is main component of marketing in which it uses internet and online
based technologies that majorly used cell phones, laptops and any other type of devices. In the
era of digitalizations, technology play huge role and organization use these digital sites to
adverise their goods and services. This study is based on Moonpig company which has its
headquarters in London and Guernsey and done its main operation and deal with personalized
gifts, flowers and various types of greeting cards. Moonpig sell majority of its business online
and provide 90 percent of greeting cards and gifts. This report further analyse about micro and
macro environments of company. Further, report elaborate about Buyer Persona for an
organization with the help of Buyer Persona Spring. Then report examine SWOT with the help
of above points. Lastly, report discuss SMART objectives and clear strategic recommendations.
1:Analysation of company with macro and micro environments.
Business environment can be defined to various factors and forces that may impact ability
of an organization to build and create flourishing customer relationships. There are main two
level of environment for example, micro and macro environment. Micro environment refer as
factors that have immediate effect on an organization that mainly involve customers, stakeholder,
suppliers and competitors. While, Macro environment are include factors that are not
controllable and can impact business on larger scale. Let's discuss more in detail about these
factors more in brief:
Micro environment factors:
Customers
As Moonlight is selling personalized gifts cards, bags or cards so its mostly target all level of
income people for its goods and services as it uses social media to cover its customers. The
strategy behind this is all who earn income is actually contributing a signification of total wealth
as they involve high purchasing power.
Stakeholder
Stakeholders can relate to shareholders. The actual job of the shareholders is that they make
the capital investment and expect to earn a certain amount of return while the investors are
bothered about shareholders value. Moonlight create workshops and take phone conference with
their main stakeholders to work for a new strategy.
Suppliers
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Suppliers also play huge role in an organization as it help to provide overall raw materials
that Moonpig used in its operation to develop its own goods and services. For example, company
use vendor that sells its greeting cards and personalized gifts to customers. Delivery person also
play vital role as Moonpig majorly operates its business through online.
Competitors
Despite having average growth in market, competition is usually high for Moonpig company
as because it faces relatively high competition from many big enterprises. Therefore, it is vital
for company in this category to carefully pricing products because price can become main reason
of failure and may impact on overall sale of its goods. The main competitors of Moonpig are
TouchNote, Snapdeal, Presto Personalized gifts and Archies limited company that claimed about
having the best quality goods with reasonable price. Hence, to become successful, Moonpig
focus on differentiating their products from other competitors and bring more innovation.
Macro environment factors:
Economical
There are different factors that company address like deflation or inflation rate, policy,
economic growth rate etc. It's essential for Moonpig to acknowledge economic factor as they
shape aggregate demand and supply of the product. If demand is high, cost of goods also become
high and vice versa.
Technological
With changing era, technology pertains from time to time in the market that consequently
effect operations of every business. Technological factors affect the management in many ways
whether company launch of new products in innovative way for instance, there are so many gifts
and cards companies that are already in market but introducing with personalized and online gifts
can make Moonlight unique from others. Build effective distribution channels with their buyers
also very important factors that help Moonlight in sustainability.
Political
Political factors include those goods which government approve to provide high quality
products. Moonpig company can have impact of political factor if they expand its business in the
international country. There are various political factors that effect the company increasing
tensions in the global market may impact its growth. If they want to channelize market in Asian
country and its political stability is higher, provide friendly environment than the chances of
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