Digital strategy

below models need to use for as below task 01 10C model task 3 Mckensey's customer decision journey model has to use as a marketing plan

Digital strategy

TABLE OF CONTENTS
INTRODUCTION:...............................................................................................................................
TASK 1.................................................................................................................................................
a) Background of organisation....................................................................................................1
b) and c)......................................................................................................................................2
TASK 2...............................................................................................................................................
a) How emerging trends could influence future online acquisition strategies for Hayleys......14
b) How emerging trends could influence future online conversion strategies for Hayleys......17
c) How emerging trends could influence future online retention strategies for Hayleys..........18
TASK 3...............................................................................................................................................
a) Two digital marketing objectives for emerging digital marketing trends.............................20
b) Developing a digital marketing strategy to achieve goals and objectives............................22
c) Resources required for implementation of digital marketing mix........................................27
CONCLUSION:.................................................................................................................................
Appendices :-......................................................................................................................................
Appendices :- 2.1 Porter five force model..............................................................................30
Appendices :- 2.2 Pestel analysis of Hayleys..........................................................................30
Appendices :- 2.3 Objectives 5 S model...................................................................................31
Appendices :- 2.4 Ansoff matrix :...........................................................................................31
Appendices :- 2.5 McKensey consumer decision model :....................................................32
REFERENCES :.................................................................................................................................

INTRODUCTION:
Digital technology has transformed the way of doing business. It has provided a platform
for growth and development. It has created a vast number of opportunities for business to
expand their operations in different markets. Along with this, various types of tools are being
used in operations that have changed the method and functioning of business. Due to this, there
are various new trends that have emerged in digital technology. It has forced organisation to
implement those trends so that efficiency can be increased. Besides this, those trends have
helped in developing effective marketing strategies. With this, business is able to monitor
strategies and making changes accordingly. In addition to this, advancement in digital
technology has opened up new areas for marketing. This has created both; negative and
positive impacts on business. However, for this, several measures have been developed to
minimise the negative impacts. Alongside this, now focus of organisation has shifted on digital
strategy. It has benefited it to a great extent. This has increased the profits and developed
products and services. For present report, organisation selected is The World of Hayleys. It
belongs to conglomerate sector and operates in Sri Lanka. The existence of company at
national level requires effective marketing strategies.
TASK 1
a) Background of organisation

COMPANY BACKGROUND
Market share –
Product analysis – Hayleys is engaged in different sectors and produces different
types of products. The company operates in several segments that are agriculture,
power, energy logistics, etc. Its products are construction materials, consumer
goods, fibre, etc. and services are leisure, aviation, etc. The sectors in which
Hayleys is engaged are FMCG, aviation, fibre, BPO, etc.
Vision and Mission
VISION To be Sri Lanka’s corporate inspiration at all times.
MISSION Delivering superior shareholder value by
unleashing the full potential of our people and
achieving leadership in all our domestic and global
businesses.
Size and competitor analysis – It operates in overall Sri Lankan market and is
having 36000 employees working in it. Hayleys major competitor are Cargills,
Atitken spence, Expolanka, etc.
Customer base- Hayleys is highly engaged in B2B business. It majors buyers
are medium and large scale business. Besides this, in FMCG sector Hayleys
target the entire population of Sri Lanka. It products goods and services to both
B2B and B2C.
Stakeholder Analysis
HIGH LOW
Key players
Customers
Shareholder
Employees
Keep informed
Media
Competitors
Environment
Keep satisfied
Government
Minimal effort
Unskilled employees
Company background- Hayleys PLC is a Sri Lankan multinational &
diversified conglomerate. Hayleys accounts for 2.73% of Sri Lanka's export
income. The Company operates through seven broad segments: Global
Markets and Manufacturing, Agriculture, Power and Energy, domestic and
industrial lighting, transportation and Logistics, Leisure and Aviation,
Consumer, and Investments and Services. Hayleys comprises over 130
business units and subsidiaries, 9 of which are publicly listed in the Colombo
Stock Exchange. The company has 36,000 employees.

Name of organisation – The World of Hayleys.
Type – Public limited
Size- It operates in overall Sri Lankan market and is having 36000 employees working in it.
Products and service- The company operates in several segments that are agriculture, power,
energy logistics, etc. Its products are construction materials, consumer goods, fibre, etc. and
services are leisure, aviation, etc.
Customer base – It products goods and services to both B2B and B2C.

Competitors – Its main competitors are Cargills, Atitken spence, Expolanka, etc.
This company mainly belongs to FMCG sector. It is also a leading importer of various
products that include retail and DIY outlets. It accounts for 2.73% of export income of Sri Lanka.
It was established by Charles P Hayley in 1878.
b) and c)

TASK 2
a) How emerging trends could influence future online acquisition strategies for Hayleys
It is very important for Hayleys to identify impact of emerging trends of digital technology
on their growth. This is because trends can influence business operations of Hayleys On the
basis of this different strategies can be developed (Kane, Palmer and Buckley, 2015). If an
organisation successfully implement emerging trends then it becomes easy for them to grow. It
also helps in implementing the latest tools and equipments that can improve overall
organisational performance. Online acquisition strategy means involving new customers to
purchase company products or services. For this there are many programs that is been
developed. It includes loyalty programs, customer referrals, etc. But on the other hand it can
also influence Hayleys in negative way. It can restrict their growth by allowing different
companies to enter in market. For present organisation the trend that is described can influence
is as follows :-
Big data- By using big data Hayleys can be influenced in positive way. They will be able to
collect data of different things. Thus, by analysing data Hayleys will develop effective marketing

strategies. The large amount of data processed will give relevant information on various things.
This will enable Hayleys to creates goals and objectives (Spil, Kijl and Salmela, 2016).
Besides this, big data will save cost and time of Hayleys They can invest that amount on future
development. With this they will be able to persuade different people by providing them new
products and services. In this way needs of people will be fulfilled. Big data will help in
determining what is the position of Hayleys in market, who are the prospective customers, etc.
with this SMART objectives can be set. Moreover, it will help in applying different acquisition
technique such as SMM, search marketing, etc.
Chatbots- By using this, Hayleys will be able to interact with customers easily. It will enable
them to use artificial intelligence so that views of customers can be taken. This will in effective
integration between customers and Hayleys. However, this will lead to solving their problems
quickly. Furthermore, using AI will help in translating languages so that it can be understood by
people. AI will also help in improving communication channel. This will make the structure easy
and simple (Paiano and Mancarella, 2017). The major benefit it will give is improving customer
service. This will lead to increase in their satisfaction and retaining them. Moreover, it will create
loyal customers that will support in promotion of Hayleys. The overall customer service process
will be enhanced thus providing solutions of complex problems in real time. With this issues will
be solved immediately. However, chatbots can be also be used by employees. They can
coordinate with each other and help in customer service.
Native advertising- This will be beneficial for Hayleys in the future. By using this company will
be able to increase their presence in the market. Moreover, it will benefit Hayleys in developing
creative ads through which people can be attracted. Also, by using social media Hayleys enter
in different markets. They will be able to identify needs of people ( Nadeem and Chew, 2018).
Native advertising will also help in saving time. Hayleys will be able to make people aware about
new products and services. With this they can crate a customer base and gain more market
share. An effective advertisement will automatically create attention of people. Ads will focus on
product informatics and will target specific customers. Hayleys will be able to increase
awareness of their products in various area. Paid ads will target market. It will give a brief info of
products to customers without disrupting them.
Therefore, it can be concluded that by implementing emerging trends in Hayleys
company will be able to grow and expand their operations. They can develop digital strategies

that will help in monitoring of marketing activities. In addition to this, it will be easy for Hayleys to
advertise their products (Goyal, 2017.). Customers will be attracted towards them as their
needs will be fulfilled.
Porters five force model – this model is a marketing framework that helps business in
analysing the attractiveness in industry. It helps in analysing the current strength. There are five
elements in this that are described below :-
Threat of substitute- it refers to how easily customer can switch from one product to another.
Generally, there are many other companies who provides similar products in various sectors so
Hayleys must be aware of it.
Threat of new entrants – It refers to new entry of a company or competitor in the market. This
will lead to increase in competition. There are high chances that new companies can enter in
segments in which Hayleys is operating and is having a strong market share.

Competitive rivalry- It means the intensity of competition that exists in the market or industry.
There are many competitors of Hayleys in conglomerate industry such as Cargills, Atitken
spence, Expolanka, etc.
Bargaining power of suppliers – It is related to suppliers that supply and control the price of
product in the market. More suppliers will have more power to control price and vice versa.
Bargaining power of buyers - It is related to buyers that purchase and control the price of
product in the market. More buyers will have more power to control price and vice versa.
b) How emerging trends could influence future online conversion strategies for Hayleys
The understanding of emerging marketing trends will help Hayleys to make
improvements in their marketing strategies accordingly. With this it will b easy for them to cope
up with marketing trends. If Hayleys is successfully able to implement those trends then they
can gain more market share and earn high profits. Also, an effective advertisement will help in
attracting a large number of customers. Besides this, operation process or methods can be
modified. Moreover, the latest tools and equipments installed will help in increasing efficiency of
Hayleys (Hess, Matt and Wiesböck, 2016). Customers can be converted by taking actions on
their behaviour such as sharing , purchasing, etc. Furthermore, with this website can be
transformed so that actual customers can be attracted. The emerging trends can influence
Hayleys in following way :-
Big data- It can help Hayleys in installing a database in which various types of data can be
stored. This will enable them to identify the future needs of customers so that it can be
converted. Also, large amount of data processed will give relevant information about various
products and different markets. Online conversion strategy means how customers can be
attracted to purchase a company product. Big data will provide data regarding current
strategies, target market, etc. Moreover, it will provide information on what changes in strategies
must be made so that customers can be converted. In addition to this, implementing big data
will help Hayleys in determining potential customers. It will give information on several things
such as purchasing behaviour, how they share information, etc. (Cordon and Caballero, 2016)
By this Hayleys can convert online customers.
Chatbots- This can be used by Hayleys that will help in communicating with customers. It will
help in identifying prospectus customers so that it can be converted. Also, it this trend will help

in solving customers problems. Hayleys will be able to know how to coordinate with customers
so that they can be attracted.
Native advertising- It will play a very crucial role in conversion of customers. With this Hayleys
can easily increase conversion rate. It will help in developing marking strategies so that more
customers can be converted. Also, with this customer behaviour can be analysed. This can be
done by focusing in thing that is lacking and making improvements in it. Moreover, if customers
are converted then it will be easy for Hayleys to create a larger customer base. Improving
advertisement will help in attracting large number of people. Hayleys will be able to increase
online presence of products and services in the market. By developing an effective and
attractive advertisements Hayleys can convert customers. They can also grab market share and
develop a customer base.
Therefore, it can be concluded that by implementing emerging trends in Hayleys
company will be able to convert customers to purchase their products and services (Slaughter,
2016). They can develop digital strategies that will help in monitoring of marketing activities. In
addition to this, it will be easy for Hayleys to advertise their products. Customers will be
attracted towards them as their needs will be fulfilled.
c) How emerging trends could influence future online retention strategies for Hayleys
The change in emerging trends can have a high impact on marketing strategies of
Hayleys. It can result in reducing customers base that will decrease profits. It is very essential
for Hayleys to understand marketing trends so that strategies can be made accordingly.
Customers must be retained so that competitive advantage is maintained. It allows business to
make loyal customers that will help in promoting products. These trends can influence in
retaining of customers. It can give ideas and information of their needs, buying behaviour, etc.
more information on this is described below :-
Big data- It will help Hayleys in identifying change in taste and preference of customers so that
accordingly products and services can be developed (Barrett and Orlikowski, 2016). Also, by
providing products according to their needs will increase their satisfaction. Moreover, by
regularly providing them new products so that their needs are met will retain them. By collecting
data loyal customers can be identified so that offers, schemes, etc. can be given to them.
Change in taste can be identified in different segments so that product is produced accordingly.

Chatbots- they will help in making the regularly interacting with customers so that they can be
retained. Also, by using chatbots customers problems can be solved easily. By frequent
communication customers can be influenced for repeat purchase. Other than this, chatbots can
be used in offering discounts to loyal customers. By interacting with them reviews can taken.
Moreover, frequent interaction creates a feeling of belongingness among them. They feel that
Hayleys take care of their needs (Tan and Huang, 2015). Also, sometimes new customer can
get in touch with them as well.
Native advertising- It is very helpful in retaining customers. This is because by continuously
giving attractive ads customers are forced to buy products. Hayleys can retain customers by
forcing them to buy goods again and again. This will make them loyal towards Hayleys.
However, changes can be made in marketing strategies as per trends. It will be beneficial in
creating customer base that is loyal.
Therefore, it can be concluded that by implementing emerging trends in Hayleys
company will be able to retain their customers (Matt, Hess and Benlian, 2015). They can
develop digital strategies that will help in monitoring their needs. In addition to this, it will be
easy for Hayleys to advertise their products. Customers will be attracted towards them as their
needs will be fulfilled.
Pestel analysis : this model helps company to look for the factors in which they operate. It
helps in analysing factors that can affect its growth and development. There are 7 factors in it
that is described below :-
Element Meaning Impact
Political - It is related to political condition of country. Hayleys is
operating in Sri Lanka whose political situation is very
stable. Also, it relations with neighbouring countries is
good.
Positive
Social It is related to culture, caste, creed of people. In Sri
Lanka people belonging to different religion lives. So
Positive

Hayleys provides goods according to their needs.
Economi
cal
It includes income level, GDP, inflation, etc. of country.
Economic condition of Sri Lanka is not so good. Most
of the population belongs to middle and lower class
family. So people are not able to afford products of
Hayleys.
Negative
Environ
mental
It means the danger of hazards, disaster, that can affect
growth. Sri Lanka is an island that is always having
threat of floods and high rainfall.
Negative
Legal It refers to rules and regulations related to doing
business. In includes labour law, health ans safety, etc.
Hayleys operate in different sector, so they have to
follow laws as well. Any change in laws will affect the
operations of overall Hayleys
Negative
Technolo
gical
It is related to change in technology. Sri Lanka is not
having proper information technology infrastructure.
This affects the growth of Hayleys
Negative

TASK 3
a) Two digital marketing objectives for emerging digital marketing trends
In order to keep pace with emerging digital marketing trends it is necessary that several
actions are taken by Hayleys This will help in minimising the impact of those trends on Hayleys.
However, developing goals will ensure that Hayleys is aware of trends.
Objective 5 S- In this 5 s model can be used that will helps to promote products effectively and
communicating it to audience. It contains five S that shows clear objectives that are as follows :-

Sell It refers to increasing sales of products by reaching or finding out new
customers. This is done by interacting them, having conversion and
engaging with them (Nylén and Holmström, 2015). It will help in making
them aware and increasing sales.
Speak It is related to speaking with customers by so that they can be retained. It
can be done by organising campaigns, sending letters to them, e mailing
them, etc. (Objectives 5s, 2015) Moreover, communication can be done
through word of mouth.
Serve It is related to providing services to customers. It is done to add value to
products by offering customers extra services. This is done by discussing
with them, solving their problems, etc.
Save It is related to saving cost and time. By frequently interacting with
customers business can improve its website. This will help in solving issues
in better and effective way. For example- a new section of FAQ can be
added in website.
Sizzle It is the most important element in this model. In this goals are set so that
key performance indicators KPI's are found out (Hess, Matt and
Wiesböck, 2016). This helps in making the app more popular and effective
to target customers.
Digital marketing objectives :
For this they can develop goals and objectives that can be implemented
 To develop a better communication with customers by implementing effective chatbots
tools in 2 months
 To develop and install an innovative infrastructure using chatbots, big data tools and
native advertising in 6 months.

b) Developing a digital marketing strategy to achieve goals and objectives
For accomplishing the above goals and objectives a marketing plan is developed. It will
provide an insight on what activities must be implemented so that goals are achieved. A plan is
blueprint of step by step method through which goals will be attained. It describes several
elements that are required in plan. The digital marketing plan is briefly described below :-
STP- It refers to segmentation, targetting and positioning. In this efforts are made find out target
customers and market so that app be targeted in that way (Cordon and Caballero, 2016). STP
is a framework through which potential markets segments are identified.
Positioning It refers to positioning of product in the minds of customers. This
can be done by either creating a unique image of product or by
inserting some feature in it. A distinct image of product will help in
attracting people. Hayleys can position its website in such a way
that it attract people. By developing effective digital marketing
tools that are used in chatbots they can solve customers problems
in real time. This will automatically create a distinct image in the
minds of people.
Targeting It means the target market or people for which product has been
developed. After segmentation particular people are targeted. This
helps in understanding potential customer deeply. Hayleys can
target segment in which they are not operating.
Segmenting In this the entire market is segmented on basis of factors such as
demographics, behaviour, geographic, etc. Hayleys can make
segments on basis of geographical area. They can operate in
different area (Slaughter, 2016).
Ansoff matrix – This is a marketing framework that helps in finding out way to enter in the
market. Generally, there are four segments in this that are as follows :-

 Market penetration – It is related to focusing on current market with existing products to
increase market share and customer base. Hayleys can follow this strategy that will help
in generating more profits and gaining competitive advantage.
 Market development- It refers to providing existing products to a new or different
market. Hayleys can expand their operations in new market in order to increase sale and
profits.
 Product development- it is related to developing products in order to provide variety to
customers in existing market. The main aim behind this is to increase customer base by
attracting large number of people.
Diversification – this is most risky strategy. In this new products are introduced in new
markets. This is done to expand business in wide areas (Barrett and Orlikowski, 2016).
Company have to analyse market situation as well as customers needs before entering in new
market.

Hayleys can follow market development strategy. They can expand website range in
different markets. With this they can offer their product in new markets so that it can grow and
develop. Also, it will enable them to achieve goals and objectives that has been determined in
plan.
McKensy model – this model can be used in reviewing each stage or loop in digital marketing
strategy so that gaps can be found out (McKensy model, 2016). It helps companies to analyse
and understand those gaps and taking effective measures. There are several steps in this
model that are as follows :-
 Align- this is first step in which company ensures that customers are aligned. In this
Hayleys can align its various social media platforms to establish a communication
channel. This will help in promoting products. Hayleys can align their digital marketing
efforts.
 Link – In this step all tools of digital marketing are integrated together to understand the
efficiency of marketing strategy (Tan and Huang, 2015). Similarly, Hayleys can
integrate various tools so that a single promotional theme can be developed. Also, a

systematic structure of solving problems can be implemented in chatbots. It will help
Hayleys to find errors and omissions in it.
 Lock – in this different ways are found out to retain customers by spreading a common
message over social media. It is done to increase their satisfaction and making them
loyal. In similar way Hayleys can develop a concept that can be applied overall. It can be
applied in area where problems are not solved effectively.
 Loop – It refers to finding out ideas how digital marketing can be enhanced. How
customers can be make aware about product or service (Matt, Hess and Benlian,
2015). For this companies develop apps. They ensure that obstacle are removed.
Hayleys can design a plan on what and how IT infrastructure will be installed and how
tools will work. This will help in initiating plan accordingly so that goals and objectives
can be achieved.
Active evaluation – this model focus on end to end purchase in the market. In this way it
shows the buying behaviour of customers in different markets. Hayleys can make improvements
in their digital marketing strategy. They can focus on business to business (B2B) transactions.
In this way it will be easy
Pull strategy- It is related to targetting a specific customer or market. This is done to draw
attention of customers. Hayleys can target those markets in which they do not exist. This can be
done by making changes in marketing strategies (Nylén and Holmström, 2015). It will help
Hayleys to compete in the market with Cargills, Atitken spence, Expolanka, etc.
Social media predominantly – In this Hayleys can use different social media platforms such as
Instagram, Facebook, twitter, etc. to promote their products. By already deciding tools will help
Hayleys to effectively use in chatbots, big data and native advertising.
Closure visual comparison- the main purpose of this is to compare the initial and final
outcomes. It helps in finding the efficiency of marketing strategy. Hayleys can compare this by
collecting data from different trends like big data, native advertising, etc.
Post purchase – Hayleys can evaluate the post purchase behaviour of customers by taking
their reviews (Nadeem and Chew, 2018). It will enable them to find the value of customer and
products. With this there will be

Crowdsourcing -It is a process in which large number of people views and input is collected
via internet either in paid or unpaid way. Hayleys can use this method to obtain goods and
services. It is done by innovating tools in technology.
Word of mouth- in this people promote product by using word of mouth. It becomes easy for
company to promote products. It also makes customers loyal towards business.
Brand building – It is a process through which company make efforts in generating brand
awareness in the market. The main goal is to create a unique and distinct brand image of
company. It is also an effective way through which promotion is done.
By following and implementing this digital marketing plan Hayleys can achieve goals and
objectives that has been determined. It will help in growth and development of company in
different sector.
c) Resources required for implementation of digital marketing mix
In order to achieve goals and objectives there are several resources that are required.
Without them marketing plan can not be implemented (Kane, Palmer and Buckley, 2015).
Also, it is important that resources are determined in proper manner so that plan is not affected.
According to resources, marketing plan is implemented and activities are defined. The
resources that are required in implementing are as follows :-
Financial – This is the basic resource that is required while implementing marketing strategy.
On the basis of financial budget, plan is developed. Proper allocation of funds help in
implementation of activities. If budget is not sufficient then it can affect the overall marketing
plan. It depends on company that how much fund is allocated. Moreover, on basis of funds tools
and equipments are installed.
Human resource- It is very important that experienced experts are hired so that plan can be
implemented in effective way. Hiring experts will help in proper execution and controlling of plan.

It will be easy to handle the various tools and equipments related to information technology
(Paiano and Mancarella, 2017). Besides this, experts will help in guiding the way in which plan
must be implemented. They will monitor overall plan and will do changes accordingly. In
addition to this experts known how to manage and implement marketing plan. Also, they know
which activity has to be initiated and when. In this way it becomes easy to implement plan.
Material (IT infrastructure)- An effective IT infrastructure is required for digital marketing plan.
It ensures that proper tools and equipments are available to execute plan. There are different
tools required in this. It contains applications, software, etc. Besides this, designing musty be
done to connect different applications and systems. The availability of proper infrastructure will
help in developing effective marketing strategies. Also, these tools must contain feature so that
it can be updated as per advancement in technology.
Time – the time required for achieving goals and objectives that is determined is almost 6
months or 1 year. It will also depend on changes in market condition. In case of delay time
consumed may increase.
Therefore, having proper amount of resources is necessary. It will help in executing
marketing plans and getting positive results. Also, with this proper allocation is done in entire
marketing plan (Spil, Kijl and Salmela, 2016). Moreover, if required additional funds can be
allocated. Having sufficient resources ensures that plan can be developed for growth.
CONCLUSION:
From this report it is concluded that change in emerging marketing trends can influence
company strategies in both positive and negative way. So it is very important for company to be
aware of current trends so that improvements can be done accordingly. The emerging trends
can effect business operations to a large extent. There are different trends such as big data,
chatbots, and native advertising that is studied in this report. Also, it is concluded that how these

trends is influencing the operations and growth and development of Hayleys in the market.
Thus, for reducing impact of trends a digital marketing plan is developed that consists of two
goals and objectives. In this plan several strategies are developed. At last basic resources are
described that will help in implementation of plan.

Appendices :-
Appendices :- 2.1 Porter five force model
Appendices :- 2.2 Pestel analysis of Hayleys

Appendices :- 2.3 Objectives 5 S model
Appendices :- 2.4 Ansoff matrix :

Appendices :- 2.5 McKensey consumer decision model :

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