Marketing Management and Digital Communication: A Case Study of MusicLens

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
MARKETING MANAGEMENT AND DIGITAL COMMUNICATION: A CASE
STUDY OF MUSICLENS
Name of the Student:
Name of the University:
Author’s Note:

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION1
EXECUTIVE SUMMARY
The purpose of this report is to suggest marketing strategies and objectives for the smart
eyeglasses offered by Music Lens on the basis of the situational analysis of the same in the
nation of Australia. The report firstly offers an overview of the eyeglasses offered by Music
Lens and the key features of the concerned eyeglasses. The report next undertakes a
situational analysis, that is, PESTLE analysis and SWOT analysis of the concerned
eyeglasses in the nation of Australia and finds that most of the factors of Australia are
suitable for the sale of the concerned eyeglasses. The report next suggests the customer base
of individuals related to the affluent background and between the age 24-38 and also suggests
two marketing objectives, that is, the enhancement of customer base by 10% and profitability
by 15%. The report also suggests marketing strategies to the enterprise through the usage of
the marketing mix and finally concludes by suggesting an implementation plan for the
effective attainment of the marketing objectives.

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION2
Table of Contents
Introduction................................................................................................................................4
Overview of the MusicLens.......................................................................................................5
Situational Analysis...................................................................................................................7
PESTLE Analysis...................................................................................................................7
Political Factors..................................................................................................................7
Economic Factors...............................................................................................................8
Social Factors.....................................................................................................................9
Technological Factors........................................................................................................9
Legal Factors....................................................................................................................10
Environmental Factors.....................................................................................................10
SWOT Analysis...................................................................................................................10
Target market identification.....................................................................................................12
Marketing objectives................................................................................................................12
Marketing mix strategy............................................................................................................13
Product.................................................................................................................................13
Promotion.............................................................................................................................13
Place.....................................................................................................................................14
Price......................................................................................................................................14
Implementation plan.................................................................................................................14
Conclusion................................................................................................................................16
References................................................................................................................................18

MARKETING MANAGEMENT AND DIGITAL COMMUNICATION3
Introduction
As opined by Grant (2016), the different kinds of contemporary disruptive
technologies have made a positive impact on the business operations of the modern-day
business enterprises and it is seen that the business enterprises are increasingly taking the
help of these disruptive technologies to enhance their organisational effectiveness or
efficiency. Fleisher & Bensoussan (2015) are of the viewpoint that the impact of the different
disruptive on the business operations of the business enterprises is not merely limited to the
business models used by the contemporary enterprises but also encompasses the products or
services offered by them as well. As a matter of fact, over the years it had been seen that the
business enterprises taking the help of the disruptive technologies have created the kind of
products or services which were unthinkable in the earlier times (Frösén et al., 2016). In this
regard, mention needs to be made of the MusicLens eyeglasses offered by the enterprise of
the same name which enables the individuals to listen to music or radio, make calls and other
similar activities through the help of the eyeglass itself (Inews.co.uk, 2019).
Jenkins and Williamson (2015) have noted that the business enterprises also need to
modify or amend the marketing strategies on the basis of the products or services that they
are offering to the customers. In addition to these, it had become imperative for the business
enterprises to take into account or consideration the requirements or the demands of the
external business environment of their operation. However, the major problem arises because
of the fact that the majority of the business enterprises fail to take into perspective neither the
requirements or the demands of the external business environment of their operation nor
amalgamate their marketing strategies or objectives on the basis of the nature of the services
or products that they offer to the customers (Prajogo, 2016). This report intends to conduct a
situational analysis of the MusicLens eyeglass and thereby recommend possible marketing