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

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.