Management Project Report

The project report summarizes the issues faced by Shaws, a famous supermarket, regarding ecommerce and online sales. It aims to understand the concept of electronic commerce and the key issues that occur in it. The report covers strategic analysis, sales analysis, product performance analysis, ecommerce analysis, brand analysis, and market demand analysis. The study provides insights and recommendations to improve online sales.

MANAGEMENT PROJECT REPORT

Contents
EXECUTIVE SUMMARY.............................................................................................................3
1. Aims and objectives.....................................................................................................................4
2. Supportive evidence.....................................................................................................................5
2.1 Objective 1.............................................................................................................................5
2.1.1 Strategic analysis-............................................................................................................5
2.2 Objective 2.............................................................................................................................7
2.2.1 Sales analysis –................................................................................................................7
2.2.2 Product performance Analysis –...................................................................................17
2.3 Objective 3...........................................................................................................................23
2.3.1 Ecommerce analysis......................................................................................................23
2.3.2 Brand Analysis..............................................................................................................24
2.3.3 Market demand analysis................................................................................................25
3. Gantt chart-................................................................................................................................26
4. Contribution:..............................................................................................................................27
5. Appendices: A3 Report..............................................................................................................29
6. REFERENCES..........................................................................................................................30

EXECUTIVE SUMMARY
The project report summarize about issues faced by chosen company regards to e-
commerce and online sales. The chosen company for project is Shaws that is a famous
supermarket headquartered in USA. The overall objective of project report is to understand
concept of electronic commerce and the key issues that occurs in it.
The deal summary is split into a variety of parts. First part of report summarizes about the
analysis of the priorities and targets set for the project to ensure that customer expectations have
been fulfilled and the study is a formal framework. The 2nd part of report supports evidence in the
section for the methods selected studies in construction studies seen before and subsequently.
The third tasks of report enables about preparation of Gantt chart, methods during time frame of
project compilation. In the last portion, the importance of the deal report is seen company
underlines all of the planned inputs from the priorities suggested.

1. Aims and objectives
With the Increase in competition of the retailing Industry and especially online sales has become
one of the popular measures of selling their products effectively to the customer’s doorstep has
quiet increased lately. The high street products or high street product selling retailers struggles to
have a average customer base due to the factor of convenience that is being gained during the
purchase of products through E commerce website or online sales. In the high competition
market, most of the high street retailers prefer to adopt e commerce sales along with on store
sales to gain more customer base. Keeping up and maintaining e commerce is very important due
to increasing competition (Jones and Livingstone, 2018).
There are many reports that deal with e commerce and there is no study is done in regards to
Shaws Direct e commerce, it is essential to consider on the study of e commerce of Shaws direct.
This study is important to identify how e commerce or online sales can benefit the company and
how crucial it is in the UK high street retail Industry. In addition, it is important to adopt proper e
commerce strategy to generate better online sales; the study is covering various researches that
can be done to adopt better online sales strategy. Therefore the aim of the bid report is to outline
the objectives that address the purpose of undertaking a study on internal and external analysis of
Shaws Direct and study the sales aspect of the company to provide effective method to solve the
problem of inefficient online sales and to provide a picture or insight to the company what
research to be conducted or what strategy to be adopted to achieve a profitable online sales.
OBJECTIVES
Then, the bid report is meant to give an understanding on:
 Internal and external analysis of the company to understand company’s strength and
weakness and what hinders the company to perform well.
 To understand companies current sales and performance
 To analyze and find out the ways for effective online sales

Keeping the results in mind, the study will focus on numerous objectives to achieve client’s
requirement. Also, to fulfill those objectives, various models will be suggested. The following
objectives are:
- Objective 1: To Analyze Internal and External factors of Shaw’s direct
 Strategic Analysis
- Objective 2: To Identify the Nature and Modes of Online sales used by Shaw’s direct
 Sales analysis
 Product performance Analysis
- Objective 3: To identify and analyze strategies and methods to boost up Ecommerce sales
 Ecommerce analysis
 Brand analysis
 Market demand analysis
Therefore, the study is recommending six various methods to cover all the client requests. In
the next section supporting evidence will be discussed which include the significance and the
achievements of the recommended objectives and the request of the client.
2. Supportive evidence
2.1 Objective 1
2.1.1 Strategic analysis-
Strategic analysis is very important to analyze internal and external factors of a company.
According to Hall (1992), Strategic analysis is necessary to formulate decision making long term
planning and seamless operation of the organization. Through careful strategic planning, the
priorities or objectives of the business can be accomplished. According to Santos and Brito
(2012), Strategic analysis and planning has an effective role in improving the performance of the
organisation. According to (Singnahvi, 200; McKiernan and Morris, 1994), The relationship
between strategic analysis and planning has a broad connection with performance of a company.

Strategic analysis practice has been seen as a significant factor that relates with sustainable
growth of the organisation, (Muriuki et al., 2017). The strategic analysis can be said as a process
for the research of the environment of the business or organisation within which they operate.
SWOT analysis is a tool that is been used for strategic analysis. SWOT Analysis is a tool that
is used in corporate strategic planning and management. It can be effectively used to construct a
strategy of organization and competition, Gurel and Tat (2017).
According to the research of Weihrich (1982), it discusses that SWOT is a framework for
company to list out threat, opportunities, weaknesses and strength for the identification of
relationship and creating strategies. In addition to that doing SWOT analysis will help the
company to identify the strength, which is a plus point for the company and use to deviate
between the weaknesses and make use of the opportunities. SWOT is versatile and can be used
with new concepts (Dyson, 2004). Researchers, for instance, recognise SWOT as one technique
that can help companies to develop aCompetitive knowledge and the knowledge strategy (Zack,
1999) (Nenzhelele and Pellissier 2010).The usage of SWOT for improving the online sales of the
company can be seen in the A SWOT Analysis Of Competitive Knowledge From Social Media
For A, Small Start-Up Business (2014), in which SWOT analysis is identified as a way to
improve the communication through social media platform for different kind of customers which
can be the current customer, a future customer, the customer who likes the product, and a
customer who is a critic of the product. The author also adds up that proper customer relationship
made through social media platform, can positively or negatively affect the product branding.
The organisation should provide answers for all the queries raised by the customer regarding any
product or service. The author also says that social media communications influence customers
purchasing decision and social media platform can be used to draw more online sales. In this
case author uses social media as a platform to drive online sales. According to Ommani (2010),
doing SWOT analysis for a company will provide explanation on how to use the opportunity on
time and which is the correct time to grab the opportunities. This is mentioned in Top Online
Shopping E-companies and their Strength and Weakness (SWOT), (2014), which author says
that identifying the market needs and demands would create a opportunity, and if the business or
the market demand online medium for sales efficiency then, that should be adopted. For the

existing business, which uses online selling platform, performing SWOT analysis would help the
company to reap benefit by analyzing the opportunity before the competitor.
2.2 Objective 2
2.2.1 Sales analysis –
According to (Spring field, Blake and Stern, 2012), The analyses of sales include an overview of
sales generated over a period of time. Many companies use a weekly analysis, a monthly sales
analysis or a quarterly sales analytical system. The organization can understand where they work
best and where they need to change through daily observing of sales. Doing online sales analysis
by a company, will help the company to understand which product has sold well in the market
and which product did not perform well. According to Duch Brown et al (2015), study shows
how e commerce or online sales positively impacts on the customers and how using online sales
analysis helped better in understanding the level of sales incurred for a specific type of product in
specific set of time on online medium. The study also points out that sale analysis will help to
understand which product to be focused by looking after the sales intervals and preference of the
customers. Sales funnel method is one of the most popular method used in sales analysis and is
very crucial in online sales analysis. According to Armstrong (2008), sales funnel is the
opportunity for prospective buyers to buy the path. A selling funnel, commonly referred to as the
top, middle and base of the funnel, has many phases, but these stages may differ based on the
business model. From the words of Patterson (2007), mentioned on his work “Marketing and
sales alignment for improved effectiveness”, sales funnel that charts the path a customer
undertakes in the production of every shopping. The models are based on an argument to a
funnel because many potential clients may start at the very top of the peak process, but only a
small number of these individuals actually buy. When a prospect passes any stage of the
pipeline, it implies a greater devotion to the buying goal. Many firms, whether online or
traditional, use this model in any stage of the selling process to direct their B2C marketing
activities.
There are many cases where business has used sales funnel as a tool or method for effective sales
performance or for betterment of sales. In the work of Duncan and Elkan (2015) Sales funnel is
one of the main principles in digital marketing. This single key idea may initially seem odd but
can carry a company from an almost un-existing, unregulated multi-million dollar mass-saturated

marketing system, obviously, instantly. In the first paper by Hall (2003), in the paper named “Try
funnel approach to marketing”, explores and suggests the strategies through the funnel approach
for the marketing of industry which deals with ventilation, heating and refrigeration. This study
shows as an example on how any Industry uses this approach for better marketing. Another study
by Jason (2013), on the paper titled “Lead Nurturing: Finding the Sweet Spots in the Marketing
Funnel” did research on the marketing and sales funnel which helped the organization to
overcome the challenges or problems faced by marketing business to another business. The study
also suggested any organization to use sales and marketing funnel to improve online and offline
sales. This study also shows that using sales funnel analysis, allowed the business to categorize
their product variety considering the need of the customer, which helped the Ecommerce sales
rapidly.
Another report with title “Marketing Funnel as an effective way of the business strategy”by
(Sapian and Vyshnevska, 2019). The fundamental of this study says that every business needs
customers to generate them more sales and only way for survival. The study says that modern
businesses put more effort in developing their marketing and sales practices to drive customer
base. Changing in the nature of competition can be a threat for any business and it is important to
have a good customer base by creating distribution channel by discovering the customer needs.
The article purposes on how sales or marketing funnel can use to improve their marketing
strategy which helps in building the company’s sales and how to increase the amount of
customer drawn to the business and convert them into buyer by using model called AIDA as a
key tool of funnel. The study also analyzed the customer value optimization (CVO), to
understand the trust worthy of the customers. The study also suggests that using sales or market
funnel analysis, the company make best use of their strength to drive more customers’ base
through online media platform, which is trending currently. The study concluded with analyzing
the foundation of sales or marketing funnel, which shows as a framework to improve the
marketing strategies and gain better customer interaction and also to boost sales and adopting
online sales for profitability.
A selling funnel is the opportunity for prospective buyers to buy the path. A selling funnel,
commonly referred to as the top , middle and base of the funnel, has many phases, but these
stages may differ based on the business model (Celik, 2016). In other words, a marketing

definition is a sales funnel that charts the path a customer undertakes in the production of every
shopping. The models are based on an argument to a funnel because many potential clients may
start at the very top of the peak process, but only a small number of these individuals actually
buy. When a prospect passes any stage of the pipeline, it implies a greater devotion to the buying
goal. Many firms, whether online or traditional, use this model in any stage of the selling process
to direct their B2C marketing activities.
Duncan and Elkan (2015) the sales funnel is one of the main principles in digital marketing.
This single key idea may initially seem odd but can carry a company from an almost un-existing,
unregulated multi-million dollar mass-saturated marketing system, obviously, instantly. Indeed,
there are qualified professionals who have developed a career in business to implement this
single concept. Sales funnel is the procurement mechanism by which corporations acquire goods
and services from its consumers. Many terms are the selling or earnings pipeline Distribution
loop. Divide into phases the selling pipe. This depends on a company's sales model. These steps
differ. Funnel is concerned with increasing conversions and income regardless of their simplicity
or complexity. Often customers are offered various things based on the actions they take during
funnel collection. In order to minimize customer benefit, down selling, up selling and materials
are included in a funnel. It consists a range of stages that are as follows:
Awareness- The consciousness level is at the edge of a funnel. The key goal of this process is to
increase the brand's exposure and gain leads. Although they want to make sure that the reach the
correct community of individuals, at this point there are still all correct to spread a wide net.
People want to draw attention to the product during ones awareness stage, but clients do not need

to push a certain product or service. They should then focus on exchanging thoughts, suggestions
or guidance. This stage can be useful for above company in order to enhance sales of their
products and services. As well as Shaws Company needs to become aware for their key customer
segments and find out their needs. If they will do so then it will be beneficial for them to
generate higher sales as well as to beat their competitors in an effective manner.
Interest and evaluation- When a lead has switched from the recognition level, it moves into the
sales funnel value and appraisal process. They have now attracted the interest of a leader and
they want to know more regarding a specific thought, problem or issue. Nevertheless, they are
also unable to accept purchasing. The primary objective at this stage is to establish a relationship
with their new lead in order to determine clients’ final objectives. Companies can do this by
creating and sharing their target audience through various channels of information by creating a
consistent brand voice and message. As per this step, above plc needs to consider it if they want
to increase their sales.
Desire- The lead is a total possibility in this step of the selling funnel. Companies have not only
captured their focus and attracted them in company, but they are now preparing to purchase.
They are not ready to conclude an agreement, however. The chances are also not 100 percent
positive that the plan suits the needs. This will see how well the offer fits into budget, business
model and what kind of results business can anticipate (Voicu, 2016). In accordance of this step,
above company needs to find out desire of their customers and as per it strategies should be
prepared.
Action- That is the stage through which all takes place. Companies should be able to close the
agreement and turn the prospect after better cultivate leadership. But at this stage the goal is not
only to buy the near-customer. Businesses should also use their product or service to achieve
success. This includes the availability of instructional resources that will enable them to integrate
– and transform – their everyday life into a new approach.
Importance of sales funnel: With a set sales funnel, it's not always easy to pursue potential
revenues that are what everybody wants. The creation of a sales funnel can help to promote and
help measure progress in each section. It is essential to measure progress, because companies
will begin to see which sectors people fall off and begin to make changes (Suginraj, 2017). Over

time, premium advertising funnels create trust and reputation by delivering extremely valuable
material. Potential clients can build trust even more by having an opportunity to purchase from
firms. It has many benefits and contributes to an improvement in investment value. A selling
funnel operates with a strategy to affect prospects judgment. Organizations don't know for
themselves, so let them infer the order. Below its benefits are mentioned in such manner that is
as follows:
 Helps to pick a marketing strategy- Does marketing campaigns that produce low
outcomes to no results always have little to do with each other? That is why a sales
funnel is important to recognize which advertising tools or business models people need
as an entrepreneur to help succeed. Some marketers prefer to concentrate on customers
that are already in the sales funnel decision section. This enables the push in the operation
section for the consumers.
 Conversion rates are improved- A simpler channel would mean more targeted ads,
which would in effect contribute to more. Further tracks, further opportunities and more
clients in the long term. Another explanation for improved conversion may be that the
selling department provides a 360-degree perspective on how all the lead moves through
the funnel, how long it takes them to become a client and how they speak about the
company. This helps companies to personalize and optimize their own distribution
channel.
When they hurry to make a sale, companies drive many potential customers away. A
distribution funnel consists of many phases from visiting to delivery. Businesses tend to
help the customer recognize and address the issue and then move them to practice. With
different digital marketing tools that best suit the audience, the aim of each phase can be
achieved. At the end, businesses will find why this tailored messaging was utilized by
further tourists.
 Rake in more revenue- Both the above advantages are essentially a direct consequence
of the one advantage which each organization cares most about (Kosasi and Yuliani,
2017). Most notably, if they know what helped boost the extra money, they can replicate
that performance and even increase it in time.
 Provides an edge against competitors- Many businessmen have the typical issue of
their lack of direction. They may have brilliant plans, but they don't because there are no

tried and tested distribution processes. A strong knowledge of how the advertising
process operates helps to achieve a strategic edge over other small firms.
 Helps to grow a business- No business model is flawless. Indeed, even achievements of
the night will not arise immediately. They can get more input about what approaches will
assist them to increase the revenue by knowing the sales funnel. They can note that in the
decision segment prospective buyers are opting to purchase another commodity due to
their quality. These can be easily modified by identifying the roadblocks leading
customers to achieve the desired results.
 Identify problem areas- Sales funnel may assist in the detection of trouble areas goods
or services. When prospective clients exit their selling funnel, they can be tracked to the
left stage and the trigger is exposed. Such knowledge may be useful when creating a
successful communication campaign.
 Makes marketing easier- A sales funnel shows just what businesses have to do phase by
stage in accordance with the audience's curiosity. Companies must construct and make an
audience person as accurate as possible first. He then works to promote sales with the
funnel. It's quicker to sell because you learn what the consumers want. Organizations
don't have just to create fresh websites or employ a selling funnel from designers and
programmers. Using a sales funnel tool only for a few seconds, to build any website,
shape, or webinar by company class.
 Less risk and better forecast- There are multiple people who go to the funnel and just
those who purchase what they sell. For people that are not prospects, there will be no
extra effort or waste of time and resources. Organizations will learn just how often
customers use the other side of a funnel from one or two funnel tests. This allows
businesses to predict improved performance and raising the possibility of any additional
moves.
 Content become more appropriate- All the contents of each section must be reader-
designed. To produce compelling material, marketers need to learn about their concerns,
desires and several other issues (Chan and Astari, 2017). Companies will be acquainted
with the customer experience through a selling funnel. This makes it possible for content
marketers to pick a topic and to use a vocabulary that connects the user to sell them.

So, these are some key benefits of sales funnel for companies. As well as above mentioned
superstore, Shaws can take all described benefits of sales funnel. In order to do so they need to
focus on all requirements of this tool and have to make strategies accordingly. If they will do so
then it can help them to beat their competitors and to gain higher amount of net income by
increasing sales or revenues.
It can be seen as an excellent example to show out with matches to the client requirement. It
answers how sales funnel can be used for effective sales development and how it can help a
company to have good customer retention. In the studies it is also mentioned how complaining
social media along with sales funnel analysis can help in boosting sales. In the “Lead Nurturing:
Finding the Sweet Spots in the Marketing Funnel” paper, it underpins that sales funnel is one of
the strategy that is been used in most of the business these days and it is a part of sales strategy.
This explains that customer has to make many decisions till they purchase something and those
funnel stage includes Awareness, Interest, Decision and Action. This strategy is mostly used in
the business to consumer selling stage. It can be clearly understood that this strategy helps in
ecommerce sales, as customer decision can be identified and priorities can be given according to
decision taken by the customer. For the ecommerce sales, a company’s research might shows
social media in specific Facebook has a huge role in conversion, where the company would be
able to attract customer through discounts and promotion on social media platform like
Facebook. The company can also increase the activity in Facebook and encouraging the
company’s website visitors to follow up on Facebook, and the company can gain by drawing
more customer base in their social sphere.
Online advertising is an internet and electronic information advertising marketing aspect for
promotion of goods and services, such as computer desktops, cell phones and other interactive
media (Ebitu, 2016).
Chaffey and Smith (2017), the digital marketing is a useful method that leads to better promotion
of products and services. It depends on companies that how well they use this technique in their
operations and activities. Below some advantages of this technique are mentioned that are as
follows:

 It enables businesses, by modern advertisement, such as telephone and email ads, to
advertise themselves to large, diverse audience.
 Marketing is not costly on most social networking sites – rendering it open to almost
every company of scale.
 Suitable for personalized and targeted ads addressing different populations and
markets.
 Companies should communicate with consumers directly, meaning that they can
more instantly provide input and fix issues.
 Ideal environment for market analysis by a client.
 Can be utilized as an information source and a strategic edge for competing
companies.
Ease of access- The key aim is to involve digital marketers and empower them, through
supporting and distributing digital media, to connect with the brand. The use of digital
communications facilitates quick access to information. Numerous interactive platforms, such as
Facebook, Twitter, Blogs, Email etc., may be utilized by people with Internet connectivity
(Armstrong, Delia and Giardina, 2016). Digital networking provides a multi-contact network
where knowledge can be exchanged quickly by all individuals globally, irrespective of who they
are. The absence of face-to - face interactions and details extends social inequality by social
media only to a small audience. This immersive nature enables consumers to generate discussion
in order to allow the target public, which conventional forms of marketing do not offer, to ask
questions about the business. Such as in the above company they can easily access to their
customers by help of this marketing and their objective of higher profitability will be fulfilled in
an effective manner.
Competitive advantage- Businesses can create competitive advantages through different means
by using Internet platforms. Companies use social media for the creation of an important
precursor to achieve their greatest potential in digital marketing. With this, a brand will build a
network that it can recognize customer behavior trends and receive input about its needs (Ali and
Allan, 2017). These marketing means have proven that their interaction with the business and
with customers who are increasingly frequent users on social networking becomes far more
important. With this in mind, the development of a website for social networking would improve

the interaction between current users and potential buyers and thereby boost market recognition
and therefore contribute to a probable rise in the Brand Value Pyramid for brands. While product
photos may not be accurate; the management of a positive social networking identity allows an
organization to be reliable in communications by maintaining a two-way knowledge feed;
businesses determine the quality of their products on the basis of input obtained from this
medium, since the world is fluid due to the general existence of the network. Shaws Company
can get competitive advantage by help of this digital marketing. In order to do so they need to
apply concept of digital marketing to promote their products and services. If they will do so then
their profitability will increase in an effective manner.
Effectiveness- In increasingly unpredictable areas, even with the avoidance of confusion, the
brand recognition has been shown to work more efficiently; social network marketing works
well (Chong, Ch'ng and Lee, 2016). However, marketers will make sure that their use is not
disproportionate and that they still focus on this form of advertisement as it may have
repercussions that might hurt their reputation. Brands that anthropomorphically represent
themselves are likely to be successful more when a brand sells this demographic. "Since the
usage of social networking will improve the awareness of the brand and thus minimize anxiety, it
is likely that people with high rates of confusion, such as the French people, would in particular
enjoy high social media experiences with an anthropomorphic brand."
Low cost- Commercialization and advertising costs are one of the greatest financial burdens for
companies. Although big corporations do not have too many challenges in dolling millions into
ads and promotions, it may be daunting or an impractical nightmare for small businesses (Signori
and Flint, 2016). Digital channel marketing offers a more efficient alternative to the conventional
process. They have the same effect but are much less expensive.
Huge return on investment- Notwithstanding the return on investment it makes, hardly
anything matters to a business. Significant investment gains from digital marketing. In contrast
to mainstream marketing strategies, email ads or promotional promotions on social media sites
cost less.
Easy to adjust- A business is guided by the awareness of the success of an advertisement. It is
quick to spend in an ad campaign that functions great with only one button. However, it can be

adjusted or easily stopped for an ad which does not deliver as expected. For mainstream ads, it
becomes tougher because it becomes important to resolve a pile of documents and such deals are
in certain instances longer or medium term. And if a promotion doesn't go as intended, viewers
always have to wait for the negotiated time to end.
Precise targeting- The conventional advertisement strategy uses the spray and pray
methodology in which an ad plays through a network of considerable scope and wishes that a
few individuals who enjoy what they see, hear or learn can consider a constructive path. On the
other side, selling across digital channels permits tailored advertisements where consumers’
access advertising based on their interests or their initial behavior. Take, for example, purchase
e-mails that can only be sent to the clients after the sale against the business (order confirmation
e-mails, acknowledgement, password reset). That is, clients only get what they want. Social
networking sites typically have an incredibly clever and user-friendly algorithm. That only
people with certain inkling will be seen in different ad campaigns. This leads to raising the
likelihood of revenue and thus further raising advertisement costs.
Global- The world has become a global village, they say. Digitalization has made this possible.
Digital Marketing makes advertising campaigns visible all over the world. It offers local start-
ups the unique chance to obtain global access to the enormous publicity (Sheshasaayee and
Jayamangala, 2017). The Internet is full of entrepreneurial stories and in a brief period of time
became immensely popular due to the possibilities provided by digital media in marketing
globally.
Segment- In addition to selling across digital channels, it enables consumer segmentation to be
tailored to different consumers. Segmentation is the mechanism by which broad consumer
classes are further divided into smaller categories of customers. Segmentation improves the
probability of revenue and decreases costs. It also enables market segmentation to be targeted to
specific markets as well as to distribute through digital platforms. The method of segmentation is
used to separate large market groups into smaller categories. Region increases the likelihood of
revenue and reduces costs. This can be beneficial for above company in order to manage number
of customers by determining a particular segment.

2.2.2 Product performance Analysis –
In order to meet the requirement of the client, Product Performance Analysis is proposed as to
understand how well the products performs in the market and how does that performance of the
product benefit Shaws Direct sales level and profitability. One of the way Shaws can do product
performance analysis is through google analytics tools.
The Product Performance KPI element is based on revenue performance to clarify to the contract
agency which products are selling well. At the same time, you should rank the most unfortunate
entertainment items to determine which items are overlooked by messengers. When looking at
this KPI, it is essential to consider the specific circumstances that encompass everything. For
example, is there a definite hold on elevators following a viral advertising effort? Or
alternatively, would you say that you happen to have fallen because of your opponents offering
an object comparable to a lower cost?
Implementing articles generally does not produce revenue. For example, low value, high volume
items may represent more than half of the products shipped and are an integral part of the action
plan, but these items may not be the same. divide among the top 5 best entries in terms of
revenue. Like any KPI, measures and measures consistent with the action plan and objectives
must be used. The Google Product Performance Report provides important insight into how
customers connect with your items. With meticulous measurement and segmentation skills, he
can measure the way you measure item performance and adjust for preferences on all parts of the
company. With a legitimate understanding of these dimensions and how to use them, you can
increase the rate of change and improve promotion spending.
The product performance report is a window into how customers connect with the items in your
online store, making it an important tool for increasing article offerings and an introduction to
increasing conversions. Some possible systems include:
 Using the one-of-a-kind purchase metric, work out which products are sold in larger sizes
with moderately low sticker prices and match them with ads or promotions for long-
lasting items became expensive

 Using the article delete the metric, find out which articles have the most number of air
conditioners from the trucks and gather the promotions around them to push customers
into real change.
 Using the article list, the metric is displayed, find out which web crawlers send guests to
your article listings and decide if your spend on a show could be better spent in space
other
 Using a sales buy-out metric, understand if low numbers are characterized by duplicates
of poor production of products and try different strategies
As a feature of Google Analytics' advanced e-commerce tools, Internet organizations should use
the Product Performance Report for increased portability and productivity. When promoting
advanced e-commerce, you can access this report by examining the Dashboard dialogues field
and selecting Product Performance in the E-commerce menu.
Other product performance metrics:
Apart from the above mentioned marketing strategy above company can apply below mentioned
marketing methods that are as follows:
Patrutiu-Baltes (2016) there are range of marketing strategies. All marketing strategies and
priorities combined into a single, detailed plan are a marketing strategy. Company managers
draw from market analysis a positive marketing plan. We always concentrate on the correct
product mix to make the most profit. Below some types of strategies are mentioned such as:
o Social media marketing- Social media is among the most famous and perhaps most
efficient kinds of marketing methods. And it's not hard to understand why so many than
2.8 billion people are using social media. That's about 37% of the global population.
This great amount includes the people on all age categories. Even children as young as 10
years of age have started to use social media on a regular basis. Add to the fact that all
reliable online marketing news sites promote the advertising of social media. SMM is
now almost sure to boost our commitment and brand recognition. Social networking
networks are also available that serve professionals, LinkedIn is the most common. Due
to the casual nature of social media, LinkedIn is perfect for helping professionals develop
long-term ties.

Social media also includes a wide range of social areas where people communicate and
are social. Some of these places also provide business opportunities. Though this strategy
has some issues also such as:
Competitive- As above stated, there are many social media advertisers. More than 88% of
firms in the Industry use it, per an Ad Week survey. People’re going to have to spend a
lot of time playing (Chiu, Liu and Tu, 2016). Or collaborate with social networking
experts to help them get the white noise in.
Time consuming- This strategy consumes too much time which leads to ineffective
outcome for companies.
o Email marketing- Email marketing is one of the kinds of marketing techniques that are
far more successful than their conventional equivalent. First, it is much easier to collect
emails than to collect email addresses. Two, there are much lower costs because email
marketing does not require printing and postal costs. By contrast, sending e-mails is
almost safe. In the aspect of above company they can apply this marketing method in
order to minimize cost of promotion as well as it is effective due to less consumption of
time. Below feature of this marketing is mentioned in such manner:
Time- Within only a few hours a latest marketing campaign could be sent and viewed
within a matter of seconds by thousands of people. They can respond quickly to new
events in the niche with email marketing.
Brand loyalty - At the other hand, if companies do the brand right, email marketing will
help. To do this conservative means to direct people in e-mails constantly to website.
This keeps business in the minds of viewers. And they'll think of first when they are
about to buy it.
o Employee marketing- This marketing policy entails overtaking the staff as future buyers
and brand ambassadors (Liu and Chou, 2016). They also know that businesses give
discounts to employees in their purchases. The majority of employers buy the best offers
from their colleagues. Employees therefore become the corporation's spokesperson. They
also get paid and function, but they also endorse the goods and thereby help you generate
profits. They will tell their families, friends and connoisseurs of the goods. They could

post on social media about the products and refer potential employees. And make no
mistake when developing a business plan, to ignore the workers. If they handle the
business properly, they will be faithful clients.
o Business to business marketing- Marketing of business-to-business occurs place when a
company sells its products and services to some other company. People produce
machinery, for example, users make an area for business. It takes an approach distinct
from traditional marketing, as it includes a variety of other steps. They need to figure out
who is responsible for decision-making and how to convince them to do business with
business. To do so, the exceptional services that offer will establish a relationship with
them.
o Direct selling marketing- There are few items that can be sold face-to - face to reach the
customers and show them your goods (Sanclemente-Téllez, 2017). They offer a product
that is used at home , for example. They can call a community of customers with the own
home to demonstrate how this product operates. Some firms, such as Amway, Vestige
and Avon, use a direct marketing approach for building their businesses. This business
strategy is less expensive, but works for certain items and calls for selling skills and an
extroverted personality to convince the consumers to purchase products.
o Co-branding and affinity marketing- companies share the customers with companies
which complement own company by using this marketing plan. They can join up with a
popular yoga teacher, for instance, to promote products by exchanging a benefit share
with a Yoga based items like yoga mat, yoga pants etc.
o Points of purchasing marketing- Positioning of the goods where consumers make the
most purchase requires marketing strategies. Businesses should have noted that there are
several small items near the cash desk. This is done deliberately in order to get people to
buy a momentum. Companies must have a professional cashier who has been trying to
sell items. This is another POP marketing example.
o Word of mouth marketing- Word of mouth advertising has historically only been limited
to the product’s personal recognition (Key and Czaplewski, 2017). The method of such
business has evolved nowadays. They allow word-of - mouth ads about the company
when people mention their services or goods on the social media account and allow a

favorable review. Many review bloggers will also pay to read articles. In these days
people tend to read evaluations before making purchases.
o Referral program- This kind of marketing strategy utilizes ones existing customers to
incorporate new customers. If users ask the friends to buy a product or service, people
pay some incentive or benefit to their clients. Mouth word marketing is usually done for
people. In terms of returns they receive, the sum paid is very low. See how the customers
can keep track of references until they can profit.
o Networking events- Sure, the audience should receive internet marketing. But behind the
computer screen there are also other marketing tactics that cannot do (Cacciolatti and
Lee, 2016). To do so, people need to go into the real world and plan networking activities
in order to find resources that certain companies will enjoy. For example, if companies
have an online course they can set up a booth to meet them, share the knowledge and
inspire them by offering additional incentives to follow the course.
o Retargeting- Users are approaching customers who have never indicated interest in the
company with this form of marketing. For instance, Face book allows us to put a pixel on
the web. If ones user has did visit someone’s website, users will see the ad for ones
product on Face book. They will realize it and have a high chance of converting it since
they know about clients brand already. Others such as Insta-gram, YouTube etc. can
retarget ones prospects. There's more platform to retarget.
o Social media and viral marketing- However, one of the easiest approaches to increase the
market is to have the company in the sights of the public, whatever kind of material is
viral by social shares, twitter, search engine, etc. There should find certain ways to get
the content viral on the Web, including:
 Upload photos and videos, including visual updates.
 Create the community first and then post it.
 Content produces on a trend topic.
 Enhance the connectivity of the posts with the fans.
 Share material that is personal, motivating or entertaining.
 Give any video sharing an opportunity.
This is a communications technique of the oldest sort. The send postal mail to the
prospect instead of receiving letters. There is a void where they can't create a cold call

with this communication campaign. They need a list of eligible prospects that won't drain
the e-mail.
o Relationship marketing- The marketer considers and compares marketing incentives. It is
possible to examine the different vertebral requirements and find how well the current
offer satisfies these needs. Marketers see excellent prospects in markets that are satisfied
with current products with little hope.
o Transactional marketing- For certain countries, it is necessary to test the quality of the
commodity at a time (Jacobson, and Hernández-García, 2020). It is mostly achieved
when the raw material or better price of the drug is impossible to obtain. A business may
only connect a few consumers to its goods. Their Chinese version car named Phantom
was launched by the Rolls-Royce quick selling. The auto cost was higher than other
vehicles but the lack fell both the demand and the quality.
o Mass marketing- In order to thrive and expand, major corporations must contribute to
large numbers of sales of their goods. Mass marketing may seem like an innovative
marketing strategy, but this is far from reality. Big corporations spent a lot of time on big
knowledge awareness – a lot of huge! This gives them an insight into where their future
clients who buy their goods and services can be used to position publicity. Walmart is a
blueprint of a successful supermarket on the mass market. Being the world's number one
retailer, it makes its mass marketing activities rather wise, always offering its clients a
feeling of geography and comfort.
o Offline marketing- Many businesses find innovative ways to combine offline marketing
with digital technologies with the mass penetration of the Internet, in order to create more
engaging consumer experience. The business Coca-Cola has built sales devices to allow
customers to take care of them. This keeps the Coca-Cola brand linked to the central
emotion of joy and also allows clients to experience the real product offline.
o Trade show marketing- Many products must be purchased with experience. There are
very few clients who purchase a new car without first doing any work and checking.
Tradeshows are trade shows at which consumers are invited to check out what the
industry has to bring. Ford Motor Company has invested a tremendous deal of time
designing and running its stand at international car auto shows each year to launch its

new product lines. These car fairs offer journalists and customers the ability to experience
cars first-hand (Nunan and Di Domenico, 2019).
2.3 Objective 3
2.3.1 Ecommerce analysis
Maintenance considers a plan to better understand that customers are joining or withdrawing
from the administration. They try to find theories as to why a customer was successful from the
platform, a profit from which it would be possible to use medicine in living conditions. At the
heart of maintenance studies is the idea of a conspiracy, generally identified as a collection of a
client who performed his first task at a particular time. Part of the problem lies in knowing which
crusades, offers and positioning strategies produce the best results. At the highest point of the
pipe, even if long-range. Given the multi-channel nature of a web-based company, another
customer may have searched for your image on Google directly before making a purchase. That
type of two channels is quite simple to follow.
Product Previews and Output reports include information on the revenue and conversion rates
created by the items, the number of items imported into the standard item, the product estimate.
standard demand, the discounts necessary to get them out, and the rates at which customers will
be adding items to their lorries and buying after seeing details pages. Basic performance of
advanced e-commerce brochures provides you with information for individual items, but no
doubt you can incorporate brand classification and features so you can also evaluate the
information from the comments. that. These properties take into account layers, so you can make
scientific classification and categorization of the brand relevant to your business.
In Advanced Ecommerce, the Product Inventory Performance Report contains valuable product
implementation information. The report includes a "last activity" quality that gives item
inventory credit to the last Product List with which the customer cooperated prior to the
transformation opportunity (e.g., add to card, place- payment or purchase). Product
implementation information prompts you to understand what product listings are driving the
transformations and help you improve your promotional efforts and drive business. For example,
you may now be able to tell if customers are buying an item because of the ad on a promotional
panel, class page or the query item page.

To get started with product attribution, try to find out which feature is the most harmful
information about your business on the Internet. This drop-down area will be used to credit
product add-ons in the shopping cart, product analysis, unmatched purchases, and product
revenue in the product list performance report, as required. While you underestimate the
performance of the articles, you must also evaluate the internal and external advertising efforts
that help those articles.
The Affiliate Code Report allows you to track your revenue, exchanges and personalized
solicitations in relation to the offline areas that direct customers to your site. Shaw can follow
these similar measurements for demand rate coupons in the Order Coupon report. The Product
Coupons report highlights how powerful item-level coupons are in terms of revenue, one-of-a-
kind purchase, and item revenue per purchase. If your organization uses integrated promotions,
such as internal standards that promote offers on another piece of your site, you can track views,
clicks, and the percentage of active visitors who click for these promotions in the Internal
Promotion report.
2.3.2 Brand Analysis
Shaw requires Brand Analysis to know its present situation in the market; how many customers
are aware of the company; how many are thinking to use the service of the company, etc. This
analysis will also give an idea about what further effort required by the company to get publicly
known by market.
The brand analysis is done at the beginning of a (technical) branding process. It designs the
purpose of the following signal system, which will expand on the impact of the analysis.
Examine the current and iconic product and its displays (brand stock), and also look at the brand
style - conventional and retroactive (trademark). The objective is to identify and assemble the
brand's unbelievable trade fairs (the guiding principle of the brand) and perhaps express them in
a reinforced structure through the brand's position and brand style inevitable, sublime and
believable, using the whole. stock of promotion mixer machines. This is the way in which
customers view, recount, applaud and recognize displays.

A powerful brand invention is a key advantage of a packaging center. In this way, your image
should be a proposition of tolerance and progress, not hard thinking. In any case, this is
increasingly a test as organizations evolve, expand and acquire various articles and
administrations. Characterization and continuous refinement of the Lord's image approach help
ensure that your organization maintains an unrivaled core voice in line with the company's
attributes, goals and target population. Essential image data is presented as a framework for
changing the strategic configuration. In this way, it should be clearly reported, disseminated and
disseminated. It is a compass that offers a course and is far from what your image relies on. It
allows participants to stay consistent with your image and better adjust their dynamics and habits
with the key vision.
2.3.3 Market demand analysis
The first step Shaw needs to take to perform a demonstration test is identifying and identifying
that particular market with a focus on it with new articles or administrations. Organizations will
use shop window overviews or merchant inputs to determine if they adhere to custom items and
administrations. Expressions of disappointment force organizations to grow new items or
administrations to meet this buyer’s need. While organizations usually differentiate ads close to
their current product offering, new businesses can be attracted to business development
opportunities.
Business cycle
When they make a difference on a potential market, organizations will examine the extent of the
business cycle in the market. There are three stages of the economic cycle: development, phase
and decline. Emerging markets are showing increased consumer demand and little tolerance of
existing articles or administrations. The grade level is analogous to the initial market investment
rate, in which the commodity's grace meets the current market need. The rates of decline reflect
weak customer interest in the products or administrations provided by the agencies.
Niche of the article
When examining markets and business cycles, organizations build an item that meets a specific
market. The items must be separated from others on the market to meet the specific need of the
buyer’s demand, making their product or administration more appealing. Several organizations

focus on testing in test markets to understand what styles of items they may have in common
with buyers. Similarly, organizations will build their products with the goal that only competitors
can with great effort copy their article.
Development skills
While each market has a basic level of buyer demand, special items or products can create a
sense of convenience, which in turn creates demand. IPods or iPhones, which entered the
individual hardware display and increased interest through their inputs, are likely to be measures
of unique items from customers. This type of interest quickly expands interest in existing
markets, allowing organizations to create benefits through the demand for new customers.
Conflict
An important feature of market analysis is the determination of the size of the contenders and
their current pie. Markets in the development phase of the business cycle generally have less
controversy, which means organizations could earn higher total revenue. When a market is
bombarded with controversial groups and objects, fewer benefits are realized and organizations
start to lose money. As business sectors enter the shrinking business cycle, organizations will
conduct additional market research to find markets that are gradually benefiting.
3. Gantt chart-
A Gantt graph is a bar graph formed by Henry L. Gantt, an American engineer and social
scientist, in 1917 as a tool for manufacturing control. A Gantt graphic example of a plan which
helps to plan, coordinate and monitor particular tasks in a project is often used in the project life
cycle. A Gantt chart is a form of bar chart that displays a project plan.

In this diagram the tasks to be conducted on the vertically and horizontally axis time intervals are
described. The distance and length of the horizontal bars displayed in the graph. The Gantt
diagrams illustrate the beginning and end dates of terminal elements and summary managing
projects. The job breakdown framework of the project is defined by terminal elements and
description elements. Modern Gantt charts display even the relations between behavior
dependence.
4. Contribution:
By selecting different methods that are intended to have. The client demanded findings
and case studies and records exposure. The key aim is to demonstrate and in which the methods
have already been used justify its importance to the feasibility evaluation and customer results.

In the above part of report, for each objective various kinds of techniques have been contributed.
Under the first objective of report, sales funnel and STP strategy are used. As well as in the
second objective of report, digital marketing and promotional strategies have been applied. In
addition, third objective includes online and other marketing strategies are used in an effective
manner.

5. Appendices: A3 Report

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