Digital strategy

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)