This paper investigates the wine industry of New Zealand and analyzes the business processes of Dan Murphy's. It evaluates competition, internal environment, and develops a competitive strategy. It also explores marketing strategies and provides recommendations for improvement.
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Running head: INTERNATIONAL STRATEGIC MARKETING International Strategic Marketing Name of the Student Name of the University Author Note
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1INTERNATIONAL STRATEGIC MARKETING Executive Summary: The paper investigates the wine industry of New Zealand. The paper delivers important information regarding the business processes of a selected brand named as Dan Murphy’s. In addition to this, the paper evaluates the level of competition that the company is subjected to. Other than this, the paper provides an important analysis regarding the internal environment of the selected company. Along with this, the paper delivers an important analysis regarding the appropriate competitive strategy for the mentioned company. The paper also includes a feasibility examination on three different countries such as United Kingdom, Germany and Australia. Other than this, the paper offers a significant set of strategic objectives for the improvement of the business of the company. In addition to this, the paper offers a detailed evaluation regarding the marketing strategies that are currently undertaken by the company for improving their business. Apart from this, the paper identifies some of the important measurements such as the capability of applying such tariff rates which are less than the rates of the competitor organizations. Along with that, the success of the strategic plan of the company is expected to be measured on the basis of the ability of the company in forming the much required brand awareness amongst the customers of the new regions. The paper also includes an important set of recommendations for the improvement of the business operations of the company such as the improvement of the brand awareness along with the introduction of the lucrative offers for the customers of the new regions.
2INTERNATIONAL STRATEGIC MARKETING Table of Contents Introduction:...............................................................................................................................4 Overview of the New Zealand Wine Industry:..........................................................................4 Overview of the brand:...............................................................................................................6 Market and Competitive Analysis:.............................................................................................7 Internal analysis:........................................................................................................................8 Choice of Competitive Strategy:................................................................................................9 Market Choice:.........................................................................................................................10 United States of America:....................................................................................................10 United Kingdom:..................................................................................................................11 Australia:..............................................................................................................................11 Strategic Objectives:................................................................................................................11 Multi- national Strategy:..........................................................................................................11 Concentration:..........................................................................................................................12 Target Market:..........................................................................................................................13 Mode of Market Entry:.............................................................................................................13 Planning and Implementation:.................................................................................................13 Products:...............................................................................................................................13 Pricing:.................................................................................................................................13 Promotion:............................................................................................................................15 Place:....................................................................................................................................15
4INTERNATIONAL STRATEGIC MARKETING Introduction: The paper is focused in the elaboration of the business process of one of the reputed wine brand of New Zealand named as Dan Murphy’s. The company is a major brand of the Countdown Supermarket of the nation (Countdown.co.nz, 2019). As Countdown is also a member organization of the Woolworths Supermarket chain, Dan Murphy’s is also connected to Woolworths which enabled the managers of the brand to attract considerable number of customers across the globe. The paper is focused in creating a global marketing strategy for the company. The paper analyses the wine industry of New Zealand and along with that, the paper also provides significant amount of information regarding the business operations of the selected brand. Apart from this, the paper assesses the level of competition that the company is facing in the nation in addition to the internal environment of he selected company. Other than this, the paper provides an important analysis regarding the suitable competitive strategy for the mentioned company. The paper also includes a feasibility analysis on three different countries such as United Kingdom, Australia and Germany. In addition to this, the paper provides an important set of strategic objectives for the improvement of the business of the company. Along with that, the paper provides a detailed assessment regarding the marketing tactics that are currently used by the company for improving their business. Apart from this, the paper identifies some of the important measurements that the company is expected to consider for the evaluation of the success of their strategic plan. The paper also includes an important set of recommendations for the improvement of the business operations of the company.
5INTERNATIONAL STRATEGIC MARKETING Overview of the New Zealand Wine Industry: The wine industry of New Zealand is observed to grow in a significant manner over the years and that is pretty evident with the increment in the statistics of the industry. From the statistics of the New Zealand wine industry, it is evident that the number of the wineries have increased in a significant manner over the years which is evident with 673 number of wineries of 2015 from 643 number of wineries of 2009 (Nzwine.com, 2019). Other than this, the number of wineries in the year 2018 is seen to increase to 697 (Nzwine.com, 2019). On the other hand, the number of growers is seen to decrease in a notable manner and that is evident with 699 number of growers in the year 2018 from 1073 of 2009 (Nzwine.com, 2019). With a precise focus on the vineyard statistics of New Zealand, the increased focus of thegovernmentandvariouscompaniesoperatingintheindustryisprettymuch understandable. 37969 hectares of producing area along with 3% increment in every years is seen to be significant in stating the growth of the industry (Nzwine.com, 2019). With a precise focus on the wine industry of the nation, it is visible that the mentioned industry is able to reach to an export value of 1.66 billion US dollars in the year 2017 (Nzwine.com, 2019). Along with that, the mentioned industry is providing 7349 number of employments in the region. With a precise focus on the dynamics of the industry, it is understandable that the new markets provides significant amount of opportunity to the wineries of the nation with less than 5 million US dollars revenue (Deloitte.com, 2019). Other than this, the mentioned industry is observed to have 247 number of cellar doors across the wine regions of the nation (Deloitte.com, 2019). Apart from this, the New Zealand wine industry is observed to have the biggest challenge and opportunities for the participant wineries in the form of the sales margins. Considering the export in the mentioned industry, the growth of the industry is pretty prominent. The New Zealand wine industry is seen to export more than 200 million
6INTERNATIONAL STRATEGIC MARKETING litres of wine to the established wine markets such as the Australia, United Kingdom and United States of America (Deloitte.com, 2019). The strong dependence of the industry on the established wine markets is pretty evident with the statistics of the litres of wine sold in the domestic market and the amount that is exported to the other markets. The mentioned industry is seen to export 254 litres of wine whereas only 54 litres of wine is sold in the domestic markets (Deloitte.com, 2019). This provides a strong base for the companies operating in the domestic market for expanding their business at the global stages. Overview of the brand: The selected company is seen to have the roots in Australia, however the shift in business to New Zealand is pretty visible and the growth of the wine markets in New Zealand is considered to be one of the prime reason for the shift. Dan Murphy’s is one of the reputed Australian liquor supermarket chain that is owned by Woolworths Limited. Countdown supermarket is one of the main subsidiaries of the Woolworths Limited in New Zealand and thatinfluencedthemanagersoftheDanMurphy’sforforminganassociationwith Countdown which enabled the brand for conducting a sustainable business in the New Zealand wine market. Though the selected business entity is operating in New Zealand business market with immense good will, however, the company is unable to have an equivalent level of representation in the mentioned market compared to Australian market. The excellence of the leadership team of the company which includes the Chief Executive Officer of the Woolworths Group, Greg Puckett, Martin Smith, the Managing Director of Endeavour Drinks Group along with the General Manager of the company, Campbell Stott, is considered to be one of the main factors that influence the growth of the mentioned company in New Zealand market (Danmurphys.com, 2019). The selected company was established in the year 1952, however, since, 1998, it is an integral part of the Woolworths Group (Danmurphys.com, 2019). The selected company is seen to have a significantly strong brand
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7INTERNATIONAL STRATEGIC MARKETING portfolioandthatisprettyvisiblewiththeexistenceofAbsolutVodkaor4Pines (Danmurphys.com, 2019). Considering the products and services of the company, it is understand able that the diversified products range of the company plays a crucial role for the company in meeting the diverse requirements and demands of the customers. The company has the expertise of selling a series of products such as theBird In Hand, Grey Goose, Malibu, Grant’s, Aberlour, Savanna, Crown Royal (XR Canadian Whisky), Crystal Head, Wild Moose, Canadian Club, Tequila Fortaleza (Blanco), Crown Royal (De Luxe Canadian Whisky), Angostura, Capel Vale, Hpnotiq, Sunshack (Pera Mango Cider), Steinbok, Sunshack (Apple & Passionfruit Cider), Sunshack (Feijoa Elderflower Cider), Crown Royal (Whisky & Dry cans), Scapa, Loose Leaf, Cape Vale (Shiraz) and Captain Hayes (Danmurphys.com, 2019). The company has the excellence in providing the much required variety in the products. Other than this, the company provides the much required luxury to their customers for the selection of the products in terms of the different quantity which has notable amount of positive impact on the customers of the company. Market and Competitive Analysis: With a precise focus on the dynamics of the market, it is understandable that the wine market of the nation is notably populated by considerable number of wholesalers such as the AustralianLiquorMarketers,IndependentBrandsAustralia,HotelLiquorWholesalers (Nzwine.com, 2019). However, the impact of the supermarket chains and the retail chains is
8INTERNATIONAL STRATEGIC MARKETING observed to be more prominent comparatively in the mentioned industry. The selected company is seen to face notable amount of competition from the competitor organizations such as the Crown Limited, Coles, LiquorLand along with Costco (Liquorland.co.nz, 2019). The competition level amongst the mentioned supermarket chains operating in the wine industry is seen to increase in a notable manner in recent years. The primary basis of the competition is observed to be the application of the pricing policy from the part of companies and majority of the supermarket chains of the industry are seen to apply the low pricing policy for their customers which plays a crucial role in increasing the intensity of the price war in the mentioned market. On the other hand, the sales of the companies are also influenced by the increasing variety in the product chain of the companies which becomes an important aspect for the companies operating in the wine industry of New Zealand in attracting the customers. Majority of the established super market chains which are able to conduct a sustainable business in the nation over the years, are observed to have a wide variety of products. Dan Murphy’s is also one of the companies operating in the nation with the application of the low pricing for their products and services. With a precise focus on the statistics of the growers and vineyards, it is visible that the wine industry of the mentioned nation has considerable number of efficient suppliers. The increment in the producing area is one of the important signs of the fact that the production base of the raw materials is increasing in a notable manner over the years. The suppliers of the industry are capable enough for on time supply of the materials, ethical and eco- friendly sourcing. Other than this, the suppliers of the mentioned industry are observed to sell their products at reasonable prices which has greater significance for the companies operating in industry as that enables the companies for the application of the low pricing. However, the industry is seen to have considerable number of constraints for the new organizations in entering the market for
9INTERNATIONAL STRATEGIC MARKETING conducting sustainable business. The main factors that influences the new organizations are the bulk requirement of money for the infrastructural set up, the intense market competition along with the concerns regarding the licensing process for their business. However the rapid growth of the market is seen to be one of the main motivator for the new companies in entering the market and that develops a moderate level of threat of new entries for the companies operating in the industry. Internal analysis: One of the major strength of the company is the pricing policy. The company has the expertise of applying low pricing for the products and services that they offer to their customers. Along with this, the company has the objective of providing the products at the most competitive prices and that is visible with their marketing communications. The application of the low pricing plays a crucial role for the company in attracting larger number of customers. Other than this, the efficient loyalty program of the company has a major role in attracting the customers. The benefits of the “My Dan Murphy's” program play the role of a key motivator for the customers of the company in purchasing the products of the company in repetitive basis (Danmurphys.com, 2019). Other than this, the increased product chain of the company places the company in a perfect position for meeting the diverse requirements or the demands of the customers. With a precise focus on the above mentioned product range of the company, it is evident that the variety of the products of the company is one of the fundamental factors that influence the company in the achievement of larger number of customers in the region. Considering the threats that the company is subjected to, it is understandable that the intensecompetitionofthewinemarketinNewZealand,hassignificantamountof
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10INTERNATIONAL STRATEGIC MARKETING detrimental impact on the business operations of the company. The application of the competitive pricing and the development of the price war in the industry is seen to be one of the major threat for the company. Apart from this, the changes in the tax rates and the governmental legislations is seen to be one of the main concern for the company as that has the capability to force the company in the alteration of the strategies that are employed by the company. Choice of Competitive Strategy: The company has the expertise of applying the low pricing for their products and services and that is evident with the promises that the company did with the marketing communications. Along with that, the application of the low pricing for the products of the company is pretty visible with the tariff rates of the company. On the other hand, the company is seen to be notably attentive to the varying preferences and demands of the customers with the application of the efficient customer relationship system of the company. The managers of the company are seen to be significantly focused in designing the products of the company in accordance to the preferences of the customers and that becomes the main basis for the company in providing an enhanced focus on the efficiency of the customer relationship management system along with the achievement of the customer inputs. Hence the design of the products in accordance to preferences of the customers of the company enables it in applying the much required customization approach to the products and services of the company and that increases the uniqueness of the products of the company. Hence the competitive strategy that the company is expected to apply, is the hybrid strategy where the presence of both cost leadership and differentiation will be prominent (Tanwar, 2013).
11INTERNATIONAL STRATEGIC MARKETING Market Choice: The selected markets that are United States of America, United Kingdom and Australia are the most established wine markets across the globe. United States of America: The US wine market is seen to have a significant growth in recent years which is pretty evident with the statistics such as the wine production in United States. The country is currently having a production of 23.9 million hectolitres (Nzwine.com, 2019). Along with that, the gross margin of the United States wine industry is seen to be 56.4% (Nzwine.com, 2019).Other than this, the increment in the sales growth of the nation provides significant amount of information regarding the strong base of success that the companies are subjected to, in the mentioned industry. The sales growth of the wine industry is observed to be 5.2% and along with that, the total retail value of the wine sales in the mentioned nation is observed to be 62.2 billion US dollars (Nzwine.com, 2019). United Kingdom: With a precise focus on the economic factors of the nation, it is visible that the exchange rate GDP of the mentioned nation is 1.72 US dollars (Nzwine.com, 2019). Other than this, the GDP of the mentioned nation is 2535.761 billion US dollars (Nzwine.com, 2019). United Kingdom is able to achieve a GDP growth rate of 1.6% (Nzwine.com, 2019). Hence, it is visible that the country has a stable environment for the conducting a sustainable business. Apart from this, the wine market of the nation is expected to generate a revenue of 24440 million US dollars in the year 2019 with a year on year growth rate of 3.6% (Statista.com, 2019). Along with that, the average revenue per capita in the United Kingdom wine industry is recorded to be 365 US dollars in the year 2019 (Statista.com, 2019). The
12INTERNATIONAL STRATEGIC MARKETING average revenue per capita in the wine industry of United Kingdom reflects a year on year growth rate 3.0 (Statista.com, 2019). Australia: Considering the dynamics of the Australian wine industry, it is expected that the country will generate a revenue of 10360 million US dollars in the year 2019 (Statista.com, 2019). Along with that, the average revenue per capita for the mentioned industry is observed to be 412.93 US dollars (Statista.com,2019). The Australian wine market is expected to have an annual growth of 4.5% according to the CAGR report (Statista.com,2019). Hence it is understandable that the country has a stable base for the organizations operating in the wine industry. Strategic Objectives: Multi- national Strategy: The company is expected to undertake multi- national strategies for the business expansion in the new markets. The selected markets are the most potent markets in the wine industry and that is pretty evident with the sales rate and the growth rate of the industries. However, each and every mentioned markets are observed to have different parameters such as the inflation rates, GDP or the employment rates and under such situation, the company has the necessity of restructuring their strategies in accordance to the variables. Other than this, the macro environmental factors of the markets are seen to be different depending on the varietyofthemarketsandundersuch situation,itisunderstandablethatthemacro environmental factors will also be different for the markets such as Australia, United States and United Kingdom. As the company faces the need of the managing the varying parameters of the markets, it becomes important for the managers of the company to apply the multi- national strategy (Cullen & Parboteeah, 2013).
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13INTERNATIONAL STRATEGIC MARKETING Concentration: With a precise focus on the company’s intention in applying the multi- national strategy and the need of applying close concentration on the varying factors of the market becomes important. In addition to this, the company is expected to focus on Australia, United States and United Kingdom and under such situation, the application of the concentration strategy becomes crucial for the company as that enables the company to concentrate on fewer markets which are the actual focus of the company in expanding their business. The application of the concentration strategy will be effective for the company in designing their strategies in accordance to the varying parameters of the particular markets. As the company has the expertise of focusing on the hybrid strategy where it has the capability to gain the cost leadership and at the same time, is focused in designing the products and services in accordance to the preferences of the customers. Hence the company is in need to apply the same strategies in the new markets as that has maximum amount of scope in providing the much required sustainability in the business operations of the company in new locations. Apart from this, the company is expected to conduct considerable number of marketing campaigns for the customers in the new locations as it becomes important for the organization to communicate regarding the products and services that they are selling. Target Market: The company is expected to target the youth generation as they are the main customer base for the companies in various markets with the highest amount of consumption. The customers belonging the age group of 20 to 45 will be the main target of the company. As the company applies the low pricing policy, the income constraints on the targeted segment of the customers will be notably limited. The company is expected to sell their products to both male and female customers as customers of both the genders are seen to have almost equal
14INTERNATIONAL STRATEGIC MARKETING share of consumption of the products and services of the company in New Zealand. With a precise focus on the demographic distribution of the customers in three of the identified markets, it becomes important for the managers of the selected company to target the customers of both the genders (Ritchie, 2016). Considering the market positioning, the company is determined to sell the products at the most competitive prices and along with that, the company has the interest of designing the products in accordance to the specifications of the customers. Along with that, one of the main objective of the company is seen to be the processing of the high quality products and the capability to provide the optimum quality products to the customers. Mode of Market Entry: The company is expected to enter the new markets through the outlets of Woolworths Limited. The presence of the parent supermarket chain will be crucial for the company in entering the new markets. Along with that, the company is expected to form the much required joint ventures with the retail organizations operating in the wine industries of the mentioned markets for expanding their business. The imposition of the strict legislations regarding the licensing procedures becomes one of the major concern for majority of the wine retailing organizations in entering the new markets and under such situation, the formation of the joint venture will be a significant step taken from the part of the company in minimizing the concerns regarding the licensing procedures (Klijnet al.,2014). Planning and Implementation: Products: The company is expected to sell their best seller products such as theBird In Hand, Grey Goose, Malibu, Grant’s, Aberlour, Savanna, Crown Royal (XR Canadian Whisky), Crystal Head, Wild Moose, Canadian Club, Tequila Fortaleza (Blanco), Crown Royal (De
15INTERNATIONAL STRATEGIC MARKETING Luxe Canadian Whisky), Angostura, Capel Vale, Hpnotiq, Sunshack (Pera Mango Cider), Steinbok, Sunshack (Apple & Passionfruit Cider), Sunshack (Feijoa Elderflower Cider), Crown Royal (Whisky & Dry cans), Scapa, Loose Leaf, Cape Vale (Shiraz) and Captain Hayes(Danmurphys.com, 2019). The company is expected to increase the variety in their product categories with the introduction of the mentioned products with different quantities and flavors. Pricing: The company is expected to apply the low pricing for the products and services which will be crucial in attracting the customers of the new markets in an efficient manner. For an example, In Australia (Full Container Load)(Created by the author) Grey Goose – 193.68 Malibu – 115.66 Grant’s – 121.21 Aberlour –129.91 Savanna – 14.97 Crown Royal (XR Canadian Whisky) – 510.86 Crystal Head – 286.75 Wild Moose – 24.18 Canadian Club – 138.53 Tequila Fortaleza (Blanco) – 415.20
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16INTERNATIONAL STRATEGIC MARKETING Crown Royal (De Luxe Canadian Whisky) – 171.06 Bird In Hand – 46.33 In UK (Full Container Load)(Created by the author) Grey Goose – 76.01 Malibu – 47.16 Grant’s – 49.21 Aberlour –52.43 Savanna – 9.93 Crown Royal (XR Canadian Whisky) – 193.28 Crystal Head – 110.42 Wild Moose – 13.34 Canadian Club – 55.62 Tequila Fortaleza (Blanco) – 157.91 Crown Royal (De Luxe Canadian Whisky) – 67.64 Bird In Hand – 21.53 Promotion: Thecompanyisexpectedtocontinuetheirapproachofconductingtheemail promotions for communicating to the customers regarding the products and discount offers for their customers. Along with that, the email subscription is widely used by the company in communicating regarding the specification of the weekend offers. The company is expected to conduct both online and offline marketing in the new markets. For the online marketing,
17INTERNATIONAL STRATEGIC MARKETING the company is expected to undertake the marketing campaigns in various social media platforms such as the Facebook, Twitter and YouTube(Tuten & Solomon, 2017). The company must develop the promotional videos for attracting the customers. In addition to this, the company must create advertisements for their products in the newspapers and business magazines which will be the main base of the offline marketing campaign to be conducted by the company. Place: Thecompanyisexpectedtoconducttheofflinemarketingcampaignsinthe metropolitan cities of the target nations. Along with that, the online marketing is expected to cover all the parts of the target nations. Marketing Approach: Thecompanyisexpectedto conductthemarketingwiththeportrayalofthe application of the low pricing for their products. Along with that, the excellent loyalty program of the company will play a crucial factor in the marketing communications of the company. A strong focus on the customer relationship management system of the company will be significantly efficient in increasing the effectiveness of the marketing. Key Measurements: The company’s ability to enter the small towns of the target market will be a major success factor for the company’s strategic plan. The company’s ability to sell their products at comparatively lower rates than that of the established wine retailers of the target markets will be an important factor to measure the success of the company’s strategy of low pricing.
18INTERNATIONAL STRATEGIC MARKETING The ability of the formation of a strong brand awareness in the target markets will be a crucial factor to assess the success of the marketing campaigns of the company. Recommendations: The company is expected to target the low income groups with their products and apply the tariff rates in accordance to that. This will be crucial for the company in meeting their objective of developing the products at comparatively lower rates than that of the competitor organizations. The company is expected to focus on attracting the customers with the application of the lucrative offers for the new customers. This will be crucial in forming a potent customer base for the company and will be essential in the formation of the much required customer loyalty amongst the customers of the new markets. Conclusion: On a concluding note, the company is seen to be an excellent brand of Woolworths with specialization in the liquor markets. The company has the specialty of applying the low prices for their products and along with that, the application of the diversification strategy enables the company in the gaining the much required uniqueness in the products. With a precise focus on the business expansions, the company has the scope of achieving the maximum amount of success in the wine markets of Australia, UK and US.
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20INTERNATIONAL STRATEGIC MARKETING References: Countdown.co.nz (2019). Countdown Supermarkets – About Our Brands. Retrieved from https://www.countdown.co.nz/about-us/careers/inside-countdown/our-brands Cullen, J. B., & Parboteeah, K. P. (2013).Multinational management. Cengage Learning. Danmurphys.com (2019).Home. Retrieved from https://www.danmurphys.com. Danmurphys.com. (2019).Home. Retrieved from https://www.danmurphys.com/list/member- offers Deloitte.com(2019).Home.Retrievedfrom https://www2.deloitte.com/content/dam/Deloitte/nz/Documents/wine/nz-en-2017- wine-industry-benchmarking-insights.pdf Klijn, E., Reuer, J. J., Buckley, P. J., & Glaister, K. W. (2014). Combinations of partners’ joint venture formation motives. InThe Multinational Enterprise and the Emergence of the Global Factory(pp. 203-219). Palgrave Macmillan, London. Liquorland.co.nz (2019). Liquor Stores, Buy Wine, Beer & Spirits, Click & Collect | Liquorland. Retrieved from https://www.liquorland.co.nz/ Nzwine.com (2019). New Zealand Winegrowers Annual Report - New Zealand Wine. (2019). Retrieved from https://www.nzwine.com/en/media/statistics/annual-report Nzwine.com (2019). New Zealand Winegrowers. Retrieved from https://www.nzwine.com/ Ritchie, C. (2016, February). Did They Grow Into Wine? Revisiting a Gen Y Cohort to Investigate How their Interaction with Wine has Evolved over Time. In9th Academy of Wine Business Research Conference(p. 127).
21INTERNATIONAL STRATEGIC MARKETING Statista.com (2019). Wine - Australia | Statista Market Forecast. (2019). Retrieved from https://www.statista.com/outlook/10030000/107/wine/australia Statista.com(2019).Wine - Australia | Statista Market Forecast. (2019). Retrieved from https://www.statista.com/outlook/10030000/107/wine/australia Statista.com (2019). Wine - United Kingdom | Statista Market Forecast. Retrieved from https://www.statista.com/outlook/10030000/156/wine/united-kingdom#market- globalRevenue Tanwar,R.(2013).Porter’sgenericcompetitivestrategies.Journalofbusinessand management,15(1), 11-17. Tuten, T. L., & Solomon, M. R. (2017).Social media marketing. Sage.