Digital and Social Media: Marketing Audit, Strategy, and Plan for Marshfield Bakery

This report discusses the marketing audit, marketing strategy, and marketing plan for Marshfield Bakery, a UK-based bakery that produces homemade bakery food products. It includes a SWOT analysis of the organization's current use of social media, evaluation of two competitors using social media, identification of two key customer groups and development of personas, customer journey flowchart, digital marketing strategy, metrics and resources required, and budget plan.

Digital and Social Media

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
A one-page background to the organisation (this is OUTSIDE the word count) that explains
the customers...............................................................................................................................2
SWOT on the organization on current use of social media.........................................................3
Evaluation (advantages and disadvantages) of two competitors using social media..................4
Identification of two key customer groups and development of personas..................................4
Customer journey flowchart or graphic.......................................................................................5
Digital Marketing Strategy-.........................................................................................................6
Consideration of metrics and resources required including staffing and a budget......................8
An outline tactical plan for budget..............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................2

INTRODUCTION
Digital social media networks are the particular types of the social network. Digital marketing is
used by both online and offline digital modes for reaching the target customers and on other
hand, social media is the marketing which is limited to the online boundaries (Phillips, 2019).
The digital marketing campaigns uses the variety of the channels to make the products and the
services reach to the customers such as mobile advertisements, TV, online advertisements and
many more. Marshfield Bakery manufactures the quality home-made bakery food products such
as the cakes, snack bars, biscuits as well as the seasonal goods for the customers. This bakery
was incorporated on 13 January 2005 and it is located in the UK. This report will discuss the
marketing audit, marketing strategy as well as the marketing plan for the Marshfield bakery.
MAIN BODY
A one-page background to the organisation (this is OUTSIDE the word count) that explains the
customers.
Marshfield bakers limited is a company which produce bakery products and handmade cakes,
snacks bars, biscuits and seasonal foods that have been distributed in the united kingdom and
Europe. The company is located in Chippenham, United Kingdom. The company is a part of
Bakeries and tortilla manufacturing industry. There are eighty two number of total employees
present in the company at this location and produce a revenue of almost $6.75 million.
Marshfield Bakers Company is an innovative company having a strong team committed to grow
and succeed by looking for multiple ways in improving the operations of the team.by the support
of the team members in identifying and organizing new innovative ideas to access the target
market, the company have reached to a strong platform for further growth and development. The
company was incorporated on 13 January in 2005.for entering into the new market the company
had taken the support of SWMAS for developing innovations.SWMAS helped the company in
addressing the fundamental issues and the capacity planning of the process, which includes in
making better use of the floor space and also identifying the bottlenecks (Lichman, 2020
Lichman, 2020). This has benefited the Marshfield bakery company in two ways that are after
using this the company’s turnover increase by 155% and the company have also launched
thirteen new products. The best thing about the SWMAS is that it is an on-going relationship and
SWMAS not only help in giving support just by making some suggestions but the company can

totally rely on them for getting better results and support for increasing the productivity and
growth of the company.
SWOT on the organization on current use of social media.
The SWOT analysis is a type of strategic planning which is used by each and every organization
for identifying and managing the strength, weakness, opportunities and threats of the company.
The SWOT analysis is divided into four important parts which are analysis, selection, evaluation,
and connection. This is also used by Marshfield Bakery Company for understanding the business
in a better way, also for addressing the weakness, for detecting the threats within the
organization and in capitalizing the opportunities of the company (Kiumarsi, and et.al, 2019).
These days’ social media is a platform which is used by everyone and for promoting the products
of the company it is the best resource to use. Similarly Marshfield Bakery Company have also
used the same technique in making the company more productive by advertising and promoting
the products of the company on the social media. But this can also be analysed by the process of
SWOT analysis for understanding the use of social media in the Marshfield bakery company.
Strength-The strength factor helps in determining what is making the company more influencing
and how it separated from the competitors. By using social media the company have a great
advantage of advertising the products like handmade cakes, cookies, snacks so that the people
surfing will find this attractive and stated buying the products.
Weakness-This is the area where company needs improvement. By using social media the
company can compare their products with their competitors and makes some innovative changes
for making it more productive.
Opportunities-There are many opportunities of the company while using social media as it
creates an eye catching profile, by sharing amazing photographs of the cakes one can easily
influence the customers, customization is also available which makes the company more
attractive(Kolbina, 2020).
Threats-these are the factors which can harm the organization.as the customers are becoming
more health conscious and want to have diet food and gluten free food products, therefore it
becomes a challenge for the company to provide these type of specific products.

Evaluation (advantages and disadvantages) of two competitors using social media
Social media is a great way of reaching to a large number of customer base.it is the easiest way
for any organization to acquire new customers.it has been studied that 61% of the total people
search on the social media for bakeries restaurants, cafes.it has been turned into a big part of
marketing these days. In the bakery business it is very important to use social media for
promoting and advertising the products so as to increase the growth of the company. Similarly
there are two big competitors of Marshfield bakery company which h uses social media and have
some advantages and as well as disadvantages of using that and the two companies are Camelia
bakery and the other one is Magnolia bakery(Rutsaert, and et.al, 2019). The advantages of using
social media are like it gives a platform to speak directly to the customers and they can reach out
to the company by the URL available on the instagram page. Social media in the baking industry
is a great way of generating brand awareness and online reputation.it gives an option of Google
my business which helps the company in enabling in marking the business on Google maps,
allowing photographs of the business to be labelled through GPS.social media is an image driven
platforms and provides a feedback and review of the particular company .similarly by using
Statusbrew the company can schedule ads for Facebook which helps in boosting the post and
track all the comments of the ads. Social media also helps these companies in communication
directly with their customers by answering on their comments, DM’s, messages (Newson,
Houghton, and Patten, 2008). The disadvantages are lot of time consuming qualified personnel is
required, does not work if content is boring and repetitive.
Identification of two key customer groups and development of personas.
Basically in the Marshfield Bakery Company the key customers group is divided into two parts
which is internal customers and the other one is external customers. The internal customers is
popularized based on the quality of the product. The first process in the company is the
manufacturing part and after this assembling has to be done, then assembly is the customer of
manufacturing. Here the assembly is called the internal customers of manufacturing. The
external customers are the one who is outside of the organization (Cha, and Borchgrevink, 2019).
For example if the company x Marshfield Bakery Company is manufacturing cakes and y and z
are the suppliers so therefore on this case for y and z suppliers the Marshfield bakery company is
the external customer. Now when these cakes are supplied to the by Marshfield Bakery company

to the retailer R then the retailer r is the intermediate customer of the company .the retailer than
sell the cakes to the ultimate customers who pays for buying the cake for their personal use and
the persons who actually eat the cake are the consumers.so there is a supply chain of the
customer groups which is supplier, organization, intermediate customer, ultimate customer and
consumers. Personas is an imaginary representation of the real user which has been applied at the
early stage of the product redesign and development.it is very important for the success of the
product as they help in driving the design decisions by using the needs of the user and bringing
them to the forefront of the planning before development have started (Salminen, and et.al,
2022).
Customer journey flowchart or graphic.
Customer
Arrival
Introduce
Menu
Asking items they want to
purchase
Requirements of customer
Serve items to the
customer

Digital Marketing Strategy-
TOWS Matrix and its analysis:
TOWS Matrix can be described as the framework for creating, comparing, deciding as
well as assessing the business strategies. The full form of the TOWS is the Threats,
Opportunities, Weaknesses as well as strengths. It is used by the businesses to examine the for its
marketing and the administration. This matrix involves the four main strategies such as the-
Strength to Opportunity (SO): The SO or also known as the Maxi-Maxi strategy helps in
utilizing the internal strengths of the organization for maximizing as well as optimum utilization
of the external opportunities which are available to the Marshfield Bakery. This bakery has the
skilled staff which helps them in making the tasty, healthy and fresh food for the customers
(Savari and Amghani, 2022).
Strengths to Threats (ST): This helps in examining the strengths of the organization which can
be used for mitigating or removing the threats of the company. And it may happen that the
threats can be transformed to the opportunities. Marshfield Bakery offers variety of the products
to the customers which helps them in staying ahead in the highly competitive market.
Cashier provide bill to the
customer
Close check at the cashier
and receives the required
items
Guest leaves.

Weaknesses to Opportunities (WO): This strategy is considered as the hardest considerations as
it does not always happens naturally. The organization has to ensure how the opportunities can
be removed by the weaknesses of the company (Amar, Sanusi and Riana, 2020). Marshfield
Bakery is producing the home made healthy food products as this is the biggest opportunity
because of the shift towards the healthy diet trends of the consumers.
Weaknesses to Threats (WT): This strategy highlights how the weaknesses plays the role of
developing as well as enhancing the threats of the businesses. Marshfield Company is having the
threat of competitors as this will be developed by the weaknesses of the organization.
The TOWS matrix helps the Marshfield Bakery to analyse the weaknesses, strengths,
weaknesses as well as the threats and how these can be removed by using each other. The
Marshfield bakery using this will be much helped by this as due to this toll the company will be
able to analyse the internal as well as the external factors of the organization.
Two digital SMART objectives:
The SMART objectives are the effective marketing objectives as the specific, measurable,
actionable, and relevant as well as time-bound (Sull and Sull, 2018). These objectives are known
as the SMART because this helps the marketers to get succeed by using the more effective
structured approach of the marketing strategy.
The two digital SMART objectives of Marshfield Bakery are-
The first objective is to increase the sales of the company as this will help the organization in
improving the revenue.
SMART objective- “Increase the sales by 15% from the existing consumers till December 2022.”
The second objective is to improve the conversion rate as this can be tracked by using the
Google Analytics by setting the goal tracking in the analytics.
SMART objective- “Improving organic traffic conversion rates by 30% till September 2022”.
Recommendations of digital marketing strategies based on the audit as well as TOWS-
The digital marketing has become very important as it provides the sense of the direction and
helps the company to make reach its products and services to the customers. Some digital
marketing strategies which will help the Marshfield Bakery to make the improvements and
developments are such as-
Maintaining the social media presence: The most effective method of making the company
reach to the customers is by making consistent presence on the social media platform because the

consumers are spending much time on the internet. This will help the Marshfield Bakery to
increase its sales based on the SMART objectives (Desai, 2019).
Focusing on Google My Business: This provides the company;s the platform where the
products and services can be ordered and reached by the customers. This is very effective
method for the Marshfield Bakery as this will help them in taking the orders from the many other
customers from the distance as well. This will also help the bakery in increasing the sales of the
products.
Removing distractions: The distractions on the site is the worse thing for the customers as they
do not like to use this site which is having many distractions (Vieira and et.al., 2019). The
website page must be clear, concise as well as easy to be navigated and to be used. This will help
the Marshfield Bakery to achieve the objective of improving the conversion rates within the time
frame.
Consideration of metrics and resources required including staffing and a budget.
By considering the metrics and key performance indicators the Marshfield Bakery company will
be able to measure the business performance of different bakery processes throughout the
manufacturing process to the supply chain managememt.it helps in measuring the business health
performance. It also helps in measuring the performance of the business as compared to the pre-
established standards. The key performance indicators helps in increasing the revenue growth of
the company, also it helps in increasing the revenue per customer, in the profit margin, increase

the client retention rate and satisfy the customers by providing the products according to their
needs and requirements(Chen, and Voigt, 2020). For creating a report of key performance
indicators for an organization some steps have to be followed by the company and those steps are
as follows:
 Create an introduction
 Clearly define the key performance indicators
 Represent the key performance indicator of the organization by the help of chart, graph or
tables.
 Make final edits to the KPI report and at last distribute it.
The staff size of the company should be chosen on the basis of the needs of the Marshfield
Bakery Company.it should also depend on the current finance of the company and as well as on
the projected growth of the company. Wages should be high enough for influencing and
attracting the workers. Proper trainings should be given to the employees on regular basis.
Similarly the operating budget is the one which should be required by the company on
performing the daily basis operations of the company. Operational cost are of two types fixed
cost and variable cost. Fixed cost includes the rent and utilities of the company where as variable
cost include advertising, shipping and sales incentive for the employees.
An outline tactical plan for budget
Resources Amount in $
material for food product 1000
equipment 1500
rent and utilizes 500
site modification 1000
advertising and promotion 600
staffing 1200

cash reserves 2500
consultation 700
miscellaneous 500
Total $9,500
For starting any business in the baking industry as a start-up many resources are required as it
has been mentioned and explained in the above excel. The resources required in the Marshfield
Bakery Company is described such as materials for the food product like breads, creams,
Cherry’s, sugar and many more and the cost is also mentioned, equipment required like
Microwave, cake making machine etc., amount for rent, utilizes and supplies, costing for site
modification, costing for advertising and promotion using social media, amount for staffing,
Consultation amount, cash reserves and the miscellaneous amount (Naik, and et.al, 2020).
Therefore the total budget required in the Marshfield Bakery Company is $9500.
CONCLUSION
From the above report it can be concluded that it is very important for the organizations to
conduct the marketing audit as this help them in setting effective marketing strategies for making
improvements as well as achieving the SMART objectives which are set by the companies to be
achieved within the time frame. This report has discussed the marketing audit by using the

SWOT analysis of the digital marketing of the organization as well as the marketing strategy
which are framed based on the TOWS and objectives of the company. Along with this, the report
has also covered the marketing plan of the organization as this will help them in effectively
implementing the formulated strategies.

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REFERENCES
Books and Journals
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ANALYSIS OF THE MARSHFIELD PAPER BOYS'MUMMING PLAY. University of
Pennsylvania.
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small-medium enterprise (SMEs) in Malaysia. International Food Research Journal, 21(6),
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Kolbina, O., 2020. SWOT analysis as a strategic planning tool for companies in the food
industry. Problems of Economic Transition, 57(9), pp.74-83.
Rutsaert, P., and et.al, 2019. Social media as a useful tool in food risk and benefit
communication? A strategic orientation approach. Food policy, 46, pp.84-93.
Newson, A., Houghton, D. and Patten, J., 2008. Blogging and other social media: Exploiting the
technology and protecting the enterprise. Gower Publishing, Ltd..
Cha, J. and Borchgrevink, C.P., 2019. Customers’ perceptions in value and food safety on
customer satisfaction and loyalty in restaurant environments: moderating roles of gender and
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improvement of the artificial insemination program in Sinjai regency. In IOP
Conference Series: Earth and Environmental Science (Vol. 575, No. 1, p. 012233). IOP
Publishing.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp.196-200.
Phillips, P.M., 2019. The Bible, social media and digital culture. Routledge.
Savari, M. and Amghani, M.S., 2022. SWOT-FAHP-TOWS analysis for adaptation strategies
development among small-scale farmers in drought conditions. International Journal of
Disaster Risk Reduction, 67, p.102695.
Sull, D. and Sull, C., 2018. With goals, FAST beats SMART. MIT Sloan Management Review,
59(4), pp.1-11.
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Vieira, V.A., and et.al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Chen, X. and Voigt, T., 2020. Implementation of the Manufacturing Execution System in the
food and beverage industry. Journal of Food Engineering, 278, p.109932.
Naik, M.S., and et.al, 2020. Enhancing the production in processin a bakery using optimization
techniques. International Journal of Engineering, Science and Mathematics, 9(5), pp.66-72.
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