Digital Business Marketing Consultancy Report for Marshfield Bakery
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Added on 2023/06/16
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This report analyzes the internet presence of Marshfield Bakery and provides recommendations for improving their online marketing strategies. It includes a breakdown of the methodology used and key findings related to social media marketing, website design, and more.
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Consultancy Report Template ClientMarshfield bakery University and Unit name Student Name and ID Your name and ID number goes here Executive summary (max ½ page)1 Internet marketing has completely transformed the present process of promotionalactivitiesinorganisation.Itbecomesimportantfor organisation to identify the changing trends in terms of various digital marketing solutions that are required to be adopted so that they are able to survive in long term. In present report it is founded out that internet marketing is going to assist in the process of expanding the market share, reaching large number of customers at a particular point of time and higher customer engagement. In context of small business socialmediamarketinghascompletetransformedtheprocessof internet marketing that is required for maximization of present online presence. Project background and Objectives In the present report there is analysis of the aspects of internet marketing. It is based on the the way small business are implementing aspects of online marketing and digital presence that is helping them in the process of expanding their business. For this purpose there is detailed evaluation of the different aspects associated with online marketing(Hollensen Kotler, and Opresnik,2017). Present report is based on analysing the different aspects of Internet marketing forMarshfield bakerythat is located in ChippenhamUK and is part OF tortilla manufacturing industry and bakeries. It has 82 employees and is generating 6.75$ sales in USD. There are 965 brands that are part of Marshfield bakery limited corporate family (MARSHFIELD BAKERY LIMITED, 2020). Objective: The main objective of present report is to make analysis of the internet presence of the selected organisation, use of various online channels, there is also analysis of the insights of present CRM strategies(Sharma, 2018). 1 1|P a g e
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Methodology In this section you need to discuss, how you collected the relevant data and how you analysed it. What steps were taken (this is different from the objectives) There are different types of methodologies that are part of research work as mentioned below: Primary method:It is the first hand collected information. It is generally collected from various identified sources that includes interview's observation, experiments, surveys. Secondary method: In this method there is collection of relevant information and data from the existing and secondary sources. In present report there is use of secondary method of collecting information. It helps in the process of having sufficient information which can assist in the process of achieving the overall objective of the report. Qualitative analysis: Qualitativeanalysis is concern with analysis of the information that cannot be quantified. It is about understanding of certain phenomenon and further making its analysis. Theories and frameworks related to the management of e-business The use of communication and internet technologies have increased dramatically in last two decades. There is use of internet & other related technologies that is having a significant impact on the way businesses are operating. There are mainly two types of theoretical frameworks as mention below: Conceptual framework: It is a analytical technique which is adopted for getting knowledge of set of phenomenon, there are numerous applications for various domains of work. It is a visual representation(Hua,2019). Organisation are developing sustainable and successful digital business model, in Marshfield bakery the organisation I presently using business to consumer e commerce model: B2C is a model in which organisation is marketing its products & services directly to their end users. It is commencing when a company markets its products and services by use of e commerce activities. There is direct selling which is common model that is customers are ordering directly through the website. In Marshfield bakery, the organisation is focussing on using digitally enlightened layer of technology to delight customers and meet their business needs, cloud computing technique: It is a technique which is used that helps organisation in having quick access to software, data and capabilities. It helps in having proper transformation. Cloud also offers fundamental changes in way disruptive technology is implemented by business organisations like Marshfield bakery to have adequate internet presence in order to attract their target segment of customers. Research / analysis results In this section you need to highlight what have you found in relation to the business’s internet 2|P a g e
marking? Indicate key points such as comments on online presence, social media statistics, website design etc. Marshfield bakery is receiving support from manufacturing advisory services that is leading to turnover of 700k pounds to 2 million pounds in a time period of three years. They have created 22 new jobs and there is launching of 13 new products that is creating 155 percent enhancement in their turnover. As per views ofMccoy (2021),social media marketing is about reaching to the target audienceatrighttimeandrightplace.Mccoyhavearguedthatinternetmarketingis associated with enhancing the sales through such digital channels. Internet marketing is a area that covers wide range of marketing avenues and strategies. It is based on search engines, blog articles, social media posts that is focussed delivering content. Business are able to target their audiences with accuracy and useful information. Social media is a a term that is used for connecting with audiences for building brand, driving of web traffic and enhancement of sales that can lead to engagement with followers and analysis of results(Yusfiarto and Pambekti, 2019). Presently in context with Marshfield bakery the brand is having its own official website where customers can place their orders and this is mere internet presence . But when calculated in terms of promotional strategies there is no existence of as such any type of online marketing strategies which is focussed by brand. There is CRM aspect adherence to achieve suitable growth by timely review of product lines and focussing on adherence to all safety and food aspects for the brand. In terms of online presence of Marshfield bakery there is official website that includes all the associated information of the products offered and the detail overview of the bakery(Simões,, Barbosa and Filipe, 2018). Customers can also use direct contact links but while in promotional and marketing strategies this brand is not enough market visibility or presence which can help them in influencing their target segment of customers in long run. On the other handGhauru (2021), argues that Internet marketing is very important for enhancingthepresentcustomermanagementandengagementwhichhasapositive influence on the overall internet marketing capabilities. It results into positive impact on the capabilitiesofinternetmarketingandgenerationofentrepreneurialbehavioursin internationalization that mediates relationship between markets(Akhmetova, Turginbayeva and Shurenov, 2018). In context of small business like Marshfield bakery string internet presence is essentially required so that brand is able to attain the required competitive advantage in long term. Recommended actions Here you need to provide practical recommendations of what are company can do in order to 3|P a g e
improve their internet marking and online presence. In this section you need to highlight what have you found in relation to the business’s internet marking?. Indicate key points such as comments on online presence, social media statistics, website design etc. This is an essential part of the report. Recommendation should be in a form of “actions to be taken” by the company Fromtheabovecollectedinformationthereisanalysisandbasedonitsomeofthe recommendation that are drawn in terms of actions to be taken for improving the presence on various online platforms as mentioned below: it is recommended that presently Marshfield bakery is not having enough social media marketing strategies that is leading to limiting their present online presence. For this purpose there can be focus on use of key social media marketing strategies which can help in the process of improving the process of brand awareness. There can be adoption of social media marketing strategies which can be focussed to improve the process of approaching their target segment of customers by review of their existing product(Bala and Verma, 2018). It is suggested that Marshfield bakery can focus on using social media marketing as one of the most powerful ways of enhancing the business size to reach to prospective customers. For this purpose various different platforms like Instagram, Facebook, twitter can be used for creation of brand advocate and further driving of sales(Eroles, 2021). It is mainly associated with campaign where customers are asked to participate so that there can be enhancement in the present website traffic, building of conversions, creation of brand identity and there will be positive brand association. There will be sharing of blog content and site by creation of more followers. It is suggested that in context of Marshfield bakery the digital marketing presence of this brand can be enhanced and improved by focussing on techniques of big data analytics, data visualisation and the main purpose for which data techniques are to be used. This e commerce method can be very helpful in the process of dealing with the aspects of big data. Reference Yusfiarto, R. and Pambekti, G.T., 2019. Do internet marketing factors with islamic values improve sme performance?.Journal of Islamic Monetary Economics and Finance,5(4), pp.807-828. Akhmetova,Z.B.,Turginbayeva,A.N.andShurenov,N.B.,2018.Developmentofinternet marketing in the EAEU countries.RUDN Journal of Economics,26(2), pp.175-185. Bala, M. and Verma, D., 2018. A critical review of digital marketing.M. Bala, D. Verma (2018). A CriticalReviewofDigitalMarketing.InternationalJournalofManagement,IT& 4|P a g e
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Engineering,8(10), pp.321-339. i Eroles, J.L.D.G., 2021.Internet marketing 2.0. Reverte. Sharma, A., 2018. Research on Digital Marketing Trends & Utilization.International Journal of Research and Analytical Reviews,5(2), pp.1263-1270. Hollensen, S., Kotler, P. and Opresnik, M.O., 2017.Social media marketing: a practitioner guide. Opresnik Management Consulting. Simões, D., Barbosa, B. and Filipe, S. eds., 2018.Smart Marketing with the Internet of Things. IGI Global. Hua, H., 2019.Mobile marketing management: Case studies from successful practices. CRC Press. Online: What is Internet Marketing? Your Guide to Today’s Online Marketing, 2020 [online], Available through<https://www.searchenginejournal.com/internet-marketing/230047/#close> The influence of internet marketing capabilities on international market performance,2020 [online], Available through<https://www.emerald.com/insight/content/doi/10.1108/IMR-04-2018-0146/full/html MARSHFIELD BAKERY LIMITED, 2020 [online], Available through<https://www.dnb.com/business- directory/company-profiles.marshfield_bakery_limited.454432f1842bea751b28bd231e08b146.html> Record of Activity In this section, you have to provide a breakdown of all the activities undertaken by you. Indicate what was done at various points in time. Think about different sections of the report, breakdown different task within each of the sections. Complete the table below, include more rows and columns as necessary DateHours spent Summary of work/ Activity undertaken 01/12/214 hoursSetting up of objectives of the report 10/12/215 hoursAnalysing various methods and sources from where information canbecollected.Inpresentreportthereisidentificationof secondary sources which can help in process of having sufficient information base. 20/12/2110 hoursThereisselectionofqualitativemethodologyandsecondary basis of having sufficient information base. 22/12/213 hoursReachingtorelevantconclusions,developmentofsuitable recommendations for the organizational in long run. 5|P a g e
Print name Signed Date * Note: Guidance text is provided in RED under each heading. 6|P a g e