E-commerce Strategy and Implementation for Timbre's Catering Services

The assignment content outlines the marketing strategy for Timbre's catering services. The strategy involves continuous processes such as promotional pricing, social media utilization, and email newsletters. Key performance indicators (KPIs) are established to measure the success of each process. For example, the website traffic should increase by at least 10% to indicate good performance. Other KPIs include Facebook page likes increasing by 5,000, Instagram followers increasing by 5,000, and email newsletter subscriptions increasing by 20 people per month. The budget for this strategy includes a one-time payment of $25,000 and monthly payments of $150 for web maintenance.

E-Marketing Plan
For this assessment, you are required to select a firm or brand. The firm should have an
active English website. You need to prepare an e- marketing plan for the selected firm or
brand in Australia (do not do brands like apple, Samsung or franchises, look at small and
medium enterprise firms/brands. Eg. Clothing stores, shoe store, industrial firms etc.)
You should follow the guide below and, prepare the e-marketing plan for the selected brand
or firm accordingly.
The length of the e-marketing plan should not be more than 10 pages (12 font; 1 inch margin
across all sides) excluding the cover page, table of contents, references and
appendices. You write up beyond the first 10 pages worth content will NOT be marked.
Please see below what you need to do in brief:
1. Introduction: Focus on the company (first paragraph) and its industry (second
paragraph).
2. Situation Analysis and SWOT analysis: Focus on the micro and macro environmental
factors that the company is facing with special reference to the company’s online presence.
Then you need to prepare a SWOT table for the company – list of S (Strength of the
company), W (Weaknesses), O (Opportunities) and T (Threats).
3. E-Marketing strategic planning: Focus on company’s segmentation, targeting,
differentiation and positioning strategies especially for its operations in online. i.e. what
specific customer base the company is targeting by going online, how it is differentiating
from its competitors, and how it is positioning its offers to the customers’ mind. It is
recommended to show a comparative view of the current and future segmentation, targeting,
differentiation and positioning strategies of the firm.
4. E-marketing objectives: State 2 to 3 e-marketing objectives that the company may
wish to achieve in next 1-2 years. It could be increasing online customer base by XX%, as
an example.
5. Marketing mix strategies - Now you need to recommend 4 P strategies through which
the company can achieve the above mentioned objectives and describe those strategies.
6. Implementation – In order to implement the planned strategies, you need to execute
several relevant activities such as – making the website more interactive (as an example),
pursuing AdWords PPC campaign, something like that… Thus, in this section, you need to
discuss the relevant activities that are required to execute in order to implement the 4 P
strategies.
7. Budget and Evaluation – This is more of arbitrary than actual numbers. You need to
guess realistically how much the company need to spend for all these activities. Then
discuss how you will measure/evaluate the effectiveness of your plan i.e. specifically what
matrix you will look for to check whether you have achieved your objectives or not.
Look at the Example below:
1 | P a g e

Example plan:
E-MARKETING PLAN – TIMBRE
Introduction
Timbre Group Pte Ltd was established in 2009. Timbre was initially established in
Singapore, with a communal motive to enhance Singapore’s music scene by refining the
talent of local musicians. The Timbre Group, since then, have expanded their business by
diversifying their business portfolio; assorting from concerts and festivals promotion, food &
beverage and music education. In the present-day, it comprises two international festivals
(Roots and Beerfest Asia), six live music restaurants and bars, an artist managing agency,
two academies and a pizza restaurant with delivery services. The Timbre Group prides itself
on the vast range of established brands, though this essay’s focal point would on Timbre, the
food & beverage line with live music venues.
Timbre is a restaurant cum bar with live music. The three significant outlets, in Singapore
cater to alfresco dining. Timbre is popular, amongst the youths of Singapore for their pizzas,
beers and live music. The performers are usually students of Timbre Group’s music
academy, introducing their original music incorporating the local pop-culture, and the
customer’s favourites. The pizzas have been recommended as ‘one of the best pizzas in
Singapore’ by famous local food bloggers. Timbre also serves over 50 award-winning brands
of craft and commercial beers; which justifies Timbre being fully booked or full house every
weekend.
The food and beverage industry has been popular amongst the Singaporean residents.
Studies acclaim an increase of 5.4% in the sales of food and beverage services, in January
2014 (Department of Statistics Singapore, 2014). The industry, already being massively
competitive has welcomed Timbre as a success. Timbre, having targeting the ‘youths’ in
Singapore need to incorporate their online presence to enhance their business effectively.
2 | P a g e

Situation Analysis
PEST Analysis
Political environment in Singapore has proven convenient for the Timbre Group.
Singapore has grown to be a hub for many industries, and has magnetized vast
numbers of foreign talents and investments, due to its reputed democratically stable
political scene. The Singapore government is reputed for their performance,
assertiveness and future orientation (Hasegawa and Noronha 2009, 267). The political
environment stimulates the presence of all large and small companies; due to the
presence of enterprise financing schemes, internalization schemes, tax changes and
other forums used to minimize negative consequences on these firms (Ministry of
Finance Budget 2014).
Economic environment in Singapore according to Ministry of Finance (2014), is growing
due to the external environment and constructive growth. The global outlook even
though uncertain, Singapore’s food and beverage industry is still growing. According to
the International Enterprise (IE), the local F&B industry has increased its consumer
base, seeking high quality and innovative products. The Timbre Group, targets the high
income group and hence the nominal increase in Singapore’s gross domestic product
(GDP), and its low tax and inflation rate reinforces Timbre’s strategy.
Socio-cultural environment in Singapore is recognized for its diverse and harmonizing
religion and cultures; currently a home to over 5.4 million residents (Department of
Statistics Singapore 2013). Singapore has been a collective society, influenced by the
Western culture with a high level of power distance (Hasegawa and Noronha 2009,
261). Many Singaporeans work hard to fulfill their materialism desire, allowing the nation
to increase its productiveness and purchasing power (Kau et al. 2004). Singapore has a
high literacy rate, which increases talents and intellectuals on demand but decreases
the labour incentive workers; increasing foreign workers and decreasing cost of
production for various industries (Department of Statistics Singapore 2013).
Technological environment in Singapore is advanced; including its IT infrastructure,
telecommunication infrastructure and including architectural models. The Singapore
government’s expenditure on technology, has enhanced its capability and effectiveness
to secure its benefits to the local R&D and various industries (A*Star 2009). The
government is supporting enterprises on the usage of Information-Communication
Technology (ICT), and assisting them in upgrading their network to run by the modern
trend of technology (Ministry of Finance Budget 2014). The World Economic Forum
ranked Singapore amongst the top 10 for network readiness, globally. This is due to the
comprehensive infrastructure setup, increasing the dependencies of B2C model on e-
3 | P a g e

commerce and the internet; as the Singapore government is operating towards an
electronic government era (Department of Statistics Singapore, 2014). Timbre has taken
advantage by concentrating its promotion on various internet-based social media sites
as Facebook, Instagram and Twitter.
SWOT Analysis
Strengths Weaknesses
 Timbre is popular and has branded
itself in the market with high reputation
and recognition.
 There are limited reservations, causing
an increase in ‘crowd’ and interfering
with the atmosphere created.
 It uniquely promotes local music and
talents, introducing its corporate social
responsibility.
 Short-staffed and slow service during
peak hours.
 It is renowned for great food, drinks,
entertainment and location
 It is considered overly priced for its
target market
 There is a strong customer service
culture
 It frequently updates their websites and
social media sites for promotional
purposes at low costs
Opportunities Threats
 They should concentrate on promoting
each brand, individually. They should
set up websites and social media for
each brand separately
 The market has various competitors
providing similar entertainment at a lower
price.
 They should use the social media
creatively, to create a buzz amongst
consumers instead of just updating
events.
 The government has increased the
alcohol and liquor tax, increasing the cost
to run Timbre.
 They should promote interactive events,
increasing their core value of
establishing local talents.
As Timbre is popular and established, the strength can be worked on by improving on
weaknesses such as shortage of staff. The popularity can be utilized to build a strong
loyal customer base, increasing its revenue in the future. The increase of alcohol tax,
poses the highest risk, increasing their cost. Though, this can be eliminated by increasing
its customer base and demand for its service.
E-Marketing Strategic Planning
4 | P a g e

Segmentation and Targeting
Timbre has skewed towards segmentation by industry. They focus on the restaurant
cum bar segment of the F&B industry in Singapore. Timbre has expanded its market
range, in comparison to their competitors (offering authentic cuisines), by offering
various complemented cuisines and beers from around the world. This allows Timbre to
compete in the competitive market of F&B in Singapore.
The E-Marketing plan applied is a niche marketing strategy as it concentrates its
marketing approach on one segment and focuses on only the high-income customers
with strong service culture.
The Target Market- Demographic
Singapore’s population extends to 5.4 million, including 3.8 million citizens and
permanent residents and remaining 1.5 million foreigners and non-residents. The
diverse cultures in Singapore; including Chinese, Malay, Indians, Japanese and
Eurasians impact the sales in various industries. Timbre targets Generation X and Y,
aged between 20 and 45 years, with high income. This includes business men and
women, university students and expats.
The Target Market- Geographic
Timbre target the high income population, specially the ones working in the CBD area.
Hence, Timbre has 3 outlets in the CBD area alone. These outlets are surrounded by
contemporary arts structures and are areas visited only by their target market- high
income workers or youths visiting ‘unique’ places.
The Target Market- Psychographic
The generation Y (aged 19-34), is related with a value segment of “Something Better”
(Something better Value Segment, 2014). These consumers tend to be competitive,
ambitious and strive to achieve something more than the others. They are also
concerned about image and would prefer to be seen in a ‘high society’ environment. The
generation X (aged 35-48), is related with a value segment of “Visible Achievement”
(Visible achievement Value Segment, 2014). These consumers tend to look for quality
service for the value of money and can afford high standard of living.
These consumers are tech savvy and are active on their social media sites and usually
appreciate recreation after long working hours and like to relax with good food and
entertainment after work with their friends or colleagues (Charles et al. 2013). Timbre,
provides all of these social needs and pleases this target market.
Differentiation
5 | P a g e

The E-Marketing plan aims to achieve service differentiation alongside atmospheric
differentiation. Timbre offers live music on a daily basis, unlike its competitors.
Furthermore, the performers are local bands, introducing and reinforcing the Timber
Group’s music management or academies. This allows Timber to personalise their
atmosphere and enhance their reputation. The food variation and award-winning craft
beers are auxiliary, in comparison to their competitors; that either focus on finger-food or
authentic cuisines solely. Timbre focuses on the ‘high-societal’ market and offers value
for money with their high quality food, drink and entertainment.
Positioning
Timbre aims to position itself as a specialised expert in all aspects of introducing and
grooming new talents, by giving them a platform. This goal is supplemented by creating
a personalised and friendly atmosphere, to bring in audience. The customer satisfaction
is formed through their service culture, well reached website and social media sites, and
high quality food and drinks. In comparison to other restaurant cum bar, the positioning
map below shows the position of Timber in comparison to their competitors in the
Singapore market.
6 | P a g e

E-Marketing Objectives
The E-marketing objectives should be established by the end of December 31, 2015.
 Increase over 5,000 instagram and facebook followers
 Increase sales by 20% through online events and promotion
 Increase 35% brand awareness, 30% knowledge, 26% liking, 22% preference, 20%
conviction through online events.
 Increase day-time customers by 25%
 Increase daily page view per visitor by 25%
 Have 50% of monthly average amount of customers sign up for customer loyalty
program and/or monthly e-newsletters.
E-Marketing Strategies
Product Strategy
7 | P a g e
High Price
Low Price
High
Quality
Low
Quality
Timbre
Paulaner
LeVel 33
Salta Parila
Kazbar

The E-Marketing plan involves around improving or revising the existing product
strategy. Therefore, Timbre needs to start by revamping their website to simplify it for
their customers, to look at the events occurring the night and see the menu. This will
allow customers to easily gain detailed information and will increase the page view daily.
Analysing Timber’s competitor, deduces that various customers are appealed by the
creative and interesting layout of the menu and event pages on their website.
Timbre’s website and social media sits can be utilized as an e-commerce platform, to
increase their catering functions and introduce their in-store promotions online. Though
their websites should be adaptable for both non-desktop and desktop users, including
an app for smartphones.
Timbre can also differentiate itself from its competitors by allowing customers to book
out the venues for events; or even cater events with the provision of entertainment
alongside. The customers should be given a chance, to communicate with the bands
playing by requesting songs online (with an introduction of the request box) or on the
spot.
Pricing Strategy
The rate of customers during lunch, is minimal in Timbre. Therefore, could use
‘Promotional’ pricing strategy inviting customers for brunch and lunch promotional
discounts.
Timbre could also establish a ‘Psychological’ pricing strategy. This strategy employs odd
digits as price endings, influencing customer’s perception of the price of the product,
and eventually even the product (Asamoah and Chovancova 2011, 30). The price of the
food or drink should be set right below the nearest round figure, allowing a maximization
in consumer demand. The psychological impact of the strategy, is receiving the product
of choice and simultaneously receiving change, which eventually stimulates a positive
buying nature (Asamoah and Chovancova 2011, 33). This strategy can be substantiated
with ‘Prestige’ pricing, allowing Timbre to concentrate on its high income level
customers.
Place Strategy
Timbre should invest on an E-commerce platform for their catering business. Timbre
can sell their course menu directly to consumers through their websites. This allows the
8 | P a g e

website to also fulfil a transactional function, facilitating contact with buyers and
processing bills.
Timbre, otherwise, already has profitable outlets, and therefore this strategy could be
breached.
Promotional Strategy
Upon understanding and analysing Timbre’s target market to be tech savvy, it should
concentrate on the non-traditional ‘Integrated Marketing Communication (IMC)’. This
includes using the internet as an advertising media. The rising interest in social media,
and the target market’s need to communicate through online mediums, allows Timbre to
communicate and promote themselves easily.
Timbre should concentrate on hyped social media’s such as Facebook and Instagram.
The new trend of image-centric content on social media, has proven to be good
promotional strategy in the past. Timbre could make a photo contest on Instagram,
where customers take pictures of foods, drinks or the live environment and ‘tag’ or
‘hashtag’ Timbre’s account to win a prize. The competition can be held monthly,
allowing Timbre’s followers to increase, promoting it at really low cost. The new trend of
image-centric content on social media, has proven to be good promotional strategy in
the past.
Smartphones being a popular trend in Singapore, Timbre should concentrate on building
an application or texting their events, for a buzz. The website should also be
smartphone friendly, as many customers access the web through their smartphones
daily.
Timbre should also grow their email database by using customer loyalty programs,
which can be used for online reservation or band requests. Alongside, E-newsletters
through mail is also a cheap and efficient promotion method. These newsletters could
include topics which interest their customers and provide detailed information of future
events and plans.
9 | P a g e

Implementation Plan
Strategy Description Responsibility Schedule
Product S1 Refinement of Timbre’s
website to facilitate E-
Commerce transaction
for catering
 Finance: Raise a source fund
 IT: Hire a web developer to oversee the
process
 Marketing: Establish the web content
prior contacting the web developer
Start: Oct 2014
Launch: Jan 2015
S2 Revamping website
design to accustom
non-desktop users,
menu and event
details.
 Finance: Raise a source fund
 IT: Hire a web developer to oversee the
process
 Marketing: Create mutual communicate
with web developer to create a design &
layout
Start: Oct 2014
Launch: Jan 2015
S3 Request box online  IT: Hire a web developer to oversee the
process
 Marketing: Increase customer loyalty
Start: Oct 2014
Launch: Jan 2015
Price S1 Apply Psychological &
Prestige Pricing
 Marketing: Set price based on the
psychological and prestige strategy
 IT: The prices quoted in the website
should be updated
 Accounting: Certify that the price set will
bring a healthy profit margin.
Preparation:
Jan 2015
Start: May2015
Continuous
process
S2 Apply Promotional
Pricing
 Marketing: Set price & date for each
promotional period
 IT: The prices quoted in the website
should be updated
 Accounting: Certify that the price set
will bring a healthy profit margin.
Start & End
depending on
marketing
objective &
available
merchandise
Place S1 Employ direct
distribution model for
catering services
(transactional function)
 IT: Hire a web developer to oversee the
process and assure its functional.
 Frontline staff: Process booking
transaction
Start: Jan 2015
Continuous
process
Promotion S1 Utilization of Social
Media pages
 Marketing: Develop Facebook and
Instagram accounts with efficient and
valid contents and promotions
Start: Oct 2014
Continuous
process
S2 Create a competition
on Instagram
 Frontline staff: Set to overlook the
Instagram account on a daily basis
 Marketing: Set out different and creative
prices to set a buzz
Start: Nov 2014
Continuous
process
S3 Create a Timbre
Application for
smartphones
 Finance: Raise a source fund
 IT: Hire a web developer to oversee the
process
 Marketing: Establish the web content
prior contacting the web developer
Start: Dec 2014
Launch: June 2015
Continuous
process
S4 Introduce E-
newsletters for email
chains
 Journalist: Hire a journalist to evoke the
content of the letters.
 Marketing: Create appropriate content
for each targeted segment
Preperation: Nov
2014
Start: Jan 2015
Continuous
process
10 | P a g e

Budget and Evaluation
Strategy Description Evaluation Criteria Budget
Product S
1
Refinement of Timbre’s
website to facilitate E-
Commerce transaction
for catering
The number of visitors in website
 Increase by <10% - bad performance
 Increase by10-15% - average
performance
 Increase by 20% - objective is met
 Increase by >20% - excellent
performance
Sales through website contributes 20% of total
sales.
$25,000
once off
&
$150/
month for
web
maintenan
ce
S
2
Revamping website
design to accustom
non-desktop users,
menu and event
details.
The site design should reduce problems in
navigating the website. There should be clear
and detailed information, high quality picture, and
readable font.
The number of online visitors through non-
desktop device versus desktop device
 50 : 50 – good performance
S
3
Request box online Increase customer loyalty throughout the year
Price S
1
Apply Psychological &
Prestige Pricing
Online operating profit level reached:
 <20% - bad performance
 20 % - objective is reached
 >20% - excellent performance
-
S
2
Apply Promotional
Pricing
Sales during promotional period increase by:
 <15% - bad performance
 15%-20% - average performance
 >25% - excellent performance
Place S
1
Employ direct
distribution model for
catering services
(transactional function)
Detailed catering menu should be provided and
the confirmation should be received by customers
within 1 hour, including the costs and other minor
details.
Money transaction made by customers should be
confirmed within a day.
Sentiment of feedback must be 5:1
(positive:negative)
-
Promotio
n
S
1
Utilization of Social
Media pages
 Facebook : page likes should increase by 5,000
 Instagram : there should be 5,000 additional
followers with average 500 likes for each
pictures posted
The number of website visitors through the social
media accounts for 15% of total web visitors
-
S
2
Create a competition
on Instagram
There should be atleast 5 photos added on
Instagram daily for the competition.
S
3
Create a Timbre
Application for
smartphones
The application should be downloaded by least
50 people each month.
$1000
start-up &
$500 for
added
features
S
4
Introduce E-newsletters
for email chains
There should be an increase of subscription of 20
people each month.
$100/each
month
11 | P a g e

References
Asamoah, E. S., Chovancova, M.: “The influence of price endings on consumer behaviour:
an application of the psychology of perception.” Acta Universitatis Agriculturae Et
Silviculturae Mendelianae Brunensis, 2011, LIX, No. 7, pp. 29–38
A*Star (Agency for Science, Technology and Research). 2009. Industry: Overview.
Accessed April 28, http://www.a-star.edu.sg/Industry/Overview.aspx.
Charles W. Lamb, Joseph F. Hair, Jr., and Carl McDaniel. 2013. MKTG 7. Cengage
Learning.
Department of Statistics Singapore. 2014. Economy Findings. Accessed September 10.
http://www.singstat.gov.sg/statistics/browse_by_theme/economy/findings/fnb.pdf
Department of Statistics Singapore. 2014. Latest Key Indicators. Accessed September 15,
http://www.singstat.gov.sg/.
Department of Statements Singapore. 2012. Population Trends. Accessed September 15,
http://www.singstat.gov.sg/Publications/publications_and_papers/population_and_pop
ulation_structure/population2012.pdf.
Hasegawa, Harukiyo, and Carlos Noronha. 2009. Asian Business & Management. New
York: Palgrave MacMillan.
Kau Ah Keng, Juan Kwon, Tambyah Siok Kuan, Tan Soo Julian. 2004. Understanding
Singaporeans : Values, Lifestyles, Aspirations and Consumption Behavior. River Edge,
NJ, USA. World Scientific.
Ministry of Finance Singapore. 2014. Budget 2014: Opportunities for the future, Assurance
for Our Seniors. Accessed September 10,
http://www.singaporebudget.gov.sg/data/budget_2014/download/FY2014_Budget_S
tatement.pdf.
Something better Value Segment. 2014. Roy Morgan Research. Accessed September 10,
http://www.roymorgan.com/products/values-segments/something-better
Visible achievement Value Segment. 2014. Roy Morgan Research. Accessed September
10, http://www.roymorgan.com/products/values-segments/visible-achievement
12 | P a g e