Digital Marketing Strategy for Holland & Barrett in Morocco
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This paper analyzes the digital marketing framework used by Holland & Barrett to advertise and penetrate the Morocco market. It discusses the situational analysis, objectives, strategy, tactics, action plan, and control measures.
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Global marketing 1 GLOBAL MARKETING Name Institution Professor Course Date
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Global marketing2 Contents Introduction.................................................................................................................................................2 1.Situational analysis...............................................................................................................................3 Strength and weaknesses of the competitors................................................................................................3 Opportunities and threats of the market.......................................................................................................3 2.Objectives.............................................................................................................................................4 3.Strategy.................................................................................................................................................4 Segment, Target, and Position (STP)...........................................................................................................4 Ansoff’s Matrix...........................................................................................................................................5 4.Tactics..................................................................................................................................................5 5.Action...................................................................................................................................................5 6.Control..................................................................................................................................................5 Conclusion...................................................................................................................................................6 References...................................................................................................................................................7
Global marketing3 Introduction Founded by William Holland and Alfred Barrett, Holland & Barrett international (HBI) is one of the world’s leading health and wellness retailer in Europe dealing with herbal vitamins, supplements, and other health care products. The company intends to explore Morocco market with its diversified product portfolio. This paper seeks to analyse the digital market framework used by the firm to advertise and penetrate the Morocco market. 1.Situational analysis Strength and weaknesses of the competitors Holland & Barrett has a reliable brand name and extensive product portfolio. It is now providing its consumers with a popular sort of health supplements, vitamins, minerals, and natural beauty products. The top competitor for the HBI is the GSK Morocco which also has a strong brand name and diversified products Opportunities and threats of the market It is well-known that the Moroccans maintain healthy diets, especially young individuals, women and also a sports fanatic. In line with this, consumption of dietary and vitamins supplements is rising, not merely for the treatment of existing conditions but also avoidance of illness. Due to unstable daily food consumption lacking in essential vitamins and minerals, Moroccans are expected to continue promoting sales of vitamins and dietary supplements as consumers attempt to compensate for missing nutrition.
Global marketing4 The utmost blockades to trade in Morocco are nonexistence of transparency in regime procurement, sluggish administrative decision-making, and processes (Stephen 2016, p 20). Laboratoires Laprophan remains to be the chief competitor in vitamins and dietary supplements provision. 2.Objectives Sell: the internet provides a necessary means to maximise the HBI's financial success. The primary focus of the company is signing new customer engagement. Objective: HBI project to increase its users’ connection and involvement within the four months of its operation Serve: The HBI webpages are useful for the user to raise complaints. Thus, the firm will emphasise to adding worth as it contributes to the firm’s success. Objective:The Company will hire experienced personnel and upsurge online platforms to build users engagement Save: HBI should identify novel methods to reduce the financial burden Objective: HBI will use digital marketing tools such as Instagram and Facebook which will be cost friendly. 3.Strategy Segment, Target, and Position (STP) The corporation campaign’s target markets are college students, young people, women, and exercising and playing sports fanatics.The firm campaign will specifically target both fluent
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Global marketing5 and non-fluent English speaking audience. The marketing will also target college students, women and sports fanatics that maintain an active lifestyle (Kottler, Bowen, Makens and Baloglu 2017, p. 14). The business will have delivery centres to all retail outlets across Morocco. Ansoff’s Matrix Figure1: Ansoff’s Matrix (DeMooj 2018, p. 22) From the above figure, it can be seen that the Ansoffs matrix has four parts: marketing development, diversification, marketing penetration, and product development strategies zones. For the purpose of this task, market development approaches part will be utilised. It is due to the fact that HBI have existing products which they wish to launch in new market segments, Morocco. The matrix part will be expedient for the corporation as the use internet for market targeting on new customer and geographic segments is vital. For the company to capture new geographic and customer segments, it will use different social media marketing tools such as LinkedIn, Twitter, Google plus, Facebook, and Instagram. The
Global marketing6 company will use metrics such as referrals and likes to monitor customer’s engagement(DeMooj 2018, p. 22). 4.Tactics Marketing mix Product The company will provide health supplements, vitamins, minerals, and natural beauty products. The most significant value proposition for combined marketing promotion will be geared towards the nutritional value of each product. Place HBI will have distribution channels in Rabat, and main port, Casablanca. The firm will give online orders from the consumers through the company virtual locator. Promotion HBI will utilise in-store sales, event sponsorship promotions, and engaging internet programs such as Facebook, Twitter, and Instagram. The firm will gauge the promotion effectiveness by assessing the transaction before and after the advertisement. Price The HBI’s valuation ought to focus on the expenditures of the young people, women, sports fanatics and college’s students due to the directed demographic. The company will price the innovative merchandises lower, choosing for reduced profits margins while chasing large transactions capacities (Kannan 2017, p. 44).
Global marketing7 Physical evidence The company will use brochures, business cards, internet presence and equipment,office outlet, production plan, and medical literature as it willinfluence customer perceptions of the quality and experiences of the product. Process The process will comprise HBI's procedures, mechanisms, and flow of activities by which the products are delivered to the users. People It comprisespatients, clients, customers, prospective patients, providers, staff, and management involved in the real-time production of the products. 5.Action Action plan: The Company will use qualified and experienced sales personnel team to respond to both negative and positive feedback, and to keep the new and existing users engaged. The products should be compatible with the needs and demands of the customers. Offers and discount strategies could take to create interest among local individuals. The locations of outlets could be available and within reach of segmented markets (Chaffey and Ellis-Chandwick 2019, p. 12). HBI will use 50% of its total return on investment to progress the promotional mix.
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Global marketing8 6.Control The company will use benchmarking to display its massive expediency in monitoring progress and activities in a suitable method. The company also compares the expected performance with actual outcomes. Conclusion Morocco is a country with a significant population hence ready market. Holland and Barrett should utilize this opportunity by penetrating the market. They should adopt the best strategies and actions, set SMART objectives and finally control their goals. References Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. DeMooji, M., 2018.Global marketing and advertising: Understanding cultural paradoxes. SAGE Publication Limited.
Global marketing9 Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda.International Journal of Research in Marketing,34,(1), p. 22-45. Kottler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017.Marketing for hospitality an tourism Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia. Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10(2016):17-21