Impact of Online Marketing on Logistics

This assignment delves into the significant impact of online marketing on the field of logistics. It examines how e-commerce, digital marketing techniques, and online consumer behavior have reshaped traditional supply chain practices. The analysis covers areas such as demand forecasting, inventory management, warehousing, transportation optimization, and customer relationship management in the context of an increasingly digital marketplace.

Table of Contents
SECTION-I....................................................................................................................................................1
Introduction.............................................................................................................................................1
Problem statement..................................................................................................................................2
Research objective..................................................................................................................................2
Project’s justification...............................................................................................................................2
Expected outcomes of research..............................................................................................................3
SECTION- II...................................................................................................................................................4
Conceptual framework............................................................................................................................4
Methodology...........................................................................................................................................5
SECTION- III..................................................................................................................................................6
Organization of the study........................................................................................................................6
GANTT chart............................................................................................................................................7
Analysis of Gantt chart.............................................................................................................................8
Budget and its justification......................................................................................................................8
References...................................................................................................................................................9
SECTION-I
Introduction
Online marketing management in transportation is the process of an organization, which is related with
the supply chain management. One of the most important part of this process is transportation. In this
research article we are going to analyze the case study of Holden. It is a global manufacturer of Australia
which deals in motor vehicles and its components (Farry, 2015). The company is performing very well in
their business but now they want to extend their business to the global stage. For the same they needed
an appropriate leadership and planning. The chief director of Holden proposed to have an efficient team
of executives who have excellent knowledge of online marketing management. The team can utilize
their skills to develop the strategy for the business growth in future. Recently company has introduced a
management team, which has nine executives and all will be working under the knee of Mr. Peter
Hanenberger. The main purpose of this research project is to promote the use of marketing
management in Holden to develop a common picture of effective management. It will also help if
identifying the areas which will strengthen the business growth the security vulnerabilities which might
affect adversely the business operations. The main objective of this research proposal is to increase the
profit of company by 20%, increase the exports consistently in future and maintaining the brand
reputation in Australia.
Problem statement
1

The main issues which can be seen the business operations and logistic department of Holden are
related with digital marketing and the strategies of online marketing management which are proposed
to enhance the relationship of Holden group with their regular clients. The problem statement of Holden
group can be explored as:
 Which digital and online marketing strategies must be followed and in which way that can be
implemented?
 How to strengthen the bonding between company and the customers is a firing issues as well?
 In this project proposal, we are going to focus on the latest innovative technologies which can
be adopted by the Holden group to achieve the target of customer relationship management.
 The impact of adopting latest technologies in business will also be analyzed in depth.
 After discussing the problems in details, we will also try to find out the solutions for the
successful implementation of IT technologies in business to improve the efficiency and brand
image of Holden group.
Research objective
The main aim of this research proposal is to find out the role of online marketing strategy in
transportation in Holden. To implement the online marketing a proper planning must be done (S. Ison,
2013). In this proposal report, we will try to find out the solutions of the following points:
 RQ1: Which strategy must be followed by the Holden group for the success of marketing
management as per the structure of their organization?
 RQ2: How the members of management team of Holden will implement the digital marketing in
their workplace?
 RQ3: Are the employees and customers of the Holden organization feel satisfied and
comfortable for this technology and how this concept will influence the performance of
employees of company?
 RQ4: The process of online marketing and the approach of customer relationship management
in transportation.
 RQ5: Which steps can be preferred to enhance the working culture in organization?
 RQ6: Reviewing performance of the business and analyzing the driven forces to enhance the
management strategy.
 RQ7: Evaluating the effectiveness of process and discuss the effects of changes on business
operations.
Above issues will surely support in finding the goal of this project report.
Project’s justification
Online marketing in transportation has been proved as a good researching business process. It is also
proved that the online marketing has been affecting the economy of Australia and other countries as
well.
In a transportation or logistic group, company can gain more success if there is lot of travelling
throughout the country. It will generate more revenue for the company and also strengthen the
relationship with customers. In today’s world of information technology any business can show their
online presence using website, mobile application and the social media network. With the help of this,
they can promote their business greatly. In this scenario, there must be a well-planned online marketing
2

management strategy for the organization. In case of Holden group, the online marketing will be
beneficial because customers of Holden are increasing day by day to the internet and they are preferring
online purchasing to save their time. It generates the need of online marketing management. Online
shopping is also preferred by customers as they are able to compare the product’s specification and
prices without any hassle.
With the help of online marketing management any business organization can communicate with their
clients and improves their CRM. All these factors convince the Holden group for implementing online
marketing management in their business. Using it the organization can achieve following benefits:
Less expensive tool for promotion: Promoting business through exhibitions or physical outlets is
expensive mode of marketing. With the help of internet marketing there is less investment. It will not
increase the cost of maintenance and rent. Company won’t require any physical store to display the
products. It reduces the inventory cost of organization (Hashmi, 2016).
Flexible store hours: In online marketing management, there are no rigid timings for opening store. It
provides flexibility for opening the store 24 hours a day. From the customer’s perspective, it is also
convenient, as they can place their order anytime as avail the services of company as per their spare
time.
Customized advertisement: Advertising the product is like oxygen for any business. With the help of
latest innovative tools of online marketing company any create a customer’s list from their past buying
and internet surfing activities. Company any target the customers easily and get a true reflection of
customer’s interest. Impressive advertisements and selling campaigns can be planned by the company
as per the data available from internet activities (Gassin, 2006).
Social Media can be used: In present scenario, the online marketing management strategy is mostly
dependent on the use of social media platform. Social media is the most important tool for online
marketing as per the study done by Harvard school of business education. It is showing that nearly 5%
increase in sell for those companies who are using social media for their product’s promotion.
Better CRM: The relationship with clients can be built strongly with the help of social media platform. By
sending email, feedback forms after delivering the services to clients, thank you messages and greetings
on birthdays and anniversaries, company can get a personal touch with their customers. Regular clients
can get more special offers and discounts on products and services.
Expected outcomes of research
The project proposal must have a definite output which must fulfill the need of proposal. The outcome
of this research report is to provide a conceptual framework which must analyze various factors of
online marketing management at Holden group (PAWAR, 2014). This analytical framework will be
beneficial in analyzing the current strategy and the expected management strategy in decision making
process by the organization. Although the implementation of online marketing management strategy
has many consequences which must be analyzed but with the help of proposal the board of director at
Holden may get an idea about how to implement online marketing management in company. With the
help of online marketing the boundaries will not be the constraint. The expected consumption on
marketing the product will be reduced it makes possible business to get connected with their customers
24x7 time. Potential customers can be targeted for offers and discounts provided by the company (Wu,
3

2014). It would be very much simpler to send any email to clients to convey the important information
in less time. In online marketing management multiple SMS can be send to multiple clients at the same
time. The expectation of getting instant feedback can be possible through online marketing
management.
SECTION- II
Conceptual framework
Conceptual framework is the layout about how the online marketing management tools can be used for
enhanced integration and coordination within Holden group. It may be in form of program which can be
used to get the maximum outcome of business (Eriksen, 2014). The main aim of this conceptual
framework is to maximize the benefit and minimize the cost. Marketing promotion is the component of
this framework which includes promotional activities for almost all type of businesses (AKGÜN, 2015).
Online management consists of sponsorship marketing, direct marketing, sales promos and database
marketing. The integration of all these type of marketing will strengthen the communication between
company and customers. The integration may be horizontal, vertical, external and internal integration.
The main tools which can be used in Holden group for online marketing management are:
Online advertisements: Advertising the products in effective way can build the impressive image of
business. It crosses the geographical limitations in unexpected way (kary, 2015). In traditional way of
advertising the cost is the most important factor.
Promoting sales: The sale can be promoted by discounted coupons, contests and lucky draws to get a
strong and fast response from customers (Robinson, 2013).
Customer relationship: The main motive of online marketing management if to enhance the relationship
with the customers.
Direct marketing: it can be in form of direct mail, through telephonic discussions and online discounted
offers to customer’s wall on social media network. Direct marketing can be customized as per changes
needed. The message conveyed to the clients are more impressive and up to date.
4

Methodology
To analyze the research proposal for this project report, we can follow various methods, but here we are
explaining some of the very common methods which we prefer on other methods:
The view of literature: The data which is involved in the analyzing the concept can be collected from
various white papers, literature reviews, online articles and blogs and the research documents. The
contents collected from these sources are analyzed and the outcome may be the enhanced service
quality and more profit (Wiley, 2014).
The data collected from different kind of sources can be selected on the basis of their effectiveness and
total contribution in the research proposal. Data collection methods can vary on the basis of type of
audience (TSENG, 2005). We prefer online feedback form, open interviews and questionnaires in Holden
group for the same.
After collecting the data, it can be analyzed by using a proper method. It can be qualitative or
quantitative. In quantitative analysis mainly the diagrams and figures are being used which can be in
form of charts (bar chart, pie chart, Gantt chart etc.) This way of analysis needed a well-structured
database. Qualitative analysis can be the contents derived from literatures and the findings can be
explained in form of forums and online surveys.
Methodology is the way to doing something (Smutny, 2015). By selecting methodology approach the
way of getting information or data can be changes. By doing some changes in methodology the
characteristic and terminology can be changed. The way of viewing and handle any problem depends on
their perception of fundamental view. There may be multiple methods to implement the option in a
group but it is important that which method we are preferring onto other method. A specific approach
which can be used to work on the proposal of project can be the final discussion and it can be drawn
5

from all of the available options. In online marketing management system four main components can be
involved in the methods:
The reality concept: It is the real view of the world. It shows how the real view can be created and
whether the view exists itself or it is the reflection of somebody else (Aamuvuori, 2014).
Concept of science: It represents the knowledge which can be acquire with the help of education and it
can be used to analyze the impact of advertisement on the psychological mind of human being.
Ethical concept: It shows the normal behavior of human being which matches with the analytical study
of researchers and consultants. The ethical aspects are the old area of consideration in the field of
online marketing management (Bang, 2015). It includes some problems also such as: the liability of
products, selling tracts, false promotion of products, price manipulations, marketing for low and
medium scale customers and its attentiveness etc. The functional areas of marketing management can
be explained as (pmprerna, 2015):
 Product related problems
 Price related problems
 Promotion of products
 Issues related with sales
 Problems related with clients
 Problems related with marketing ethics
 Issues related with internet access
 Problems related with rules and regulations
 Social life related problems
SECTION- III
Organization of the study
The whole research proposal can be briefly represent in the following layout:
 Chapter one: This chapter will explain the proposal of research in summarized form.
 Chapter two: It explains the case study in depth of Holden group. What is the current working
strategy in organization and why there is need of online marketing management?
6

 Chapter three: It shows the main conceptual framework, which is supposed to be implemented
along with the hypothesis.
 Chapter four: This chapter is the main section which will give the details of recommended
methodology in this research work. It shows the study of literature reviews, collection of data
from various sources, converting this data into meaningful analytic reports.
 Chapter five: It will explain the main outcomes of the project proposal.
 Chapter six: This will be the last section of this research paper and summarized the main findings
(chand, 2012). It also discuss the implications of these findings so that the objective of project
proposal can be achieved.
GANTT chart
For the successful completion of a project, we must have to keep an eye on all the activities which are
involved in the project. All these activities must be completed in a time frame. If we missed the deadline
of any activity, then the whole project will be affected and the delivery of project will be delay. It leads
more cost. To overcome this problem, we are represent each activity along with its time constraint in
form of Gantt chart in this section (Geraldi, 2008). Gantt chart is the best tool to convey this information
in visual format. It represents the activities, their order and the timings consumed by every activity.
S.No. Activity Starting date Ending date Total time
1 Identification of
the need of
project proposal
20/05/2017 31/05/2017 12
2 Preparing project
proposal
01/06/2017 10/07/2017 40
3 Collecting data
from various
sources
11/07/2017 15/08/2017 36
4 Data analysis 16/08/2017 15/09/2017 31
5 Processing of
analyzed data
16/09/2017 25/09/2017 10
6 Submission and
presentation of
final report
26/09/2017 03/10/2017 8
7

Analysis of Gantt chart
From the above Gantt chart, we can explain the proposal of research in the following points in
summarized form:
The proposal was analyzed which was started on May 20. This step was of 12 days duration, in which the
main consideration was to identify the exact need of this research proposal.
After analyzing the need, the proposal was started and it was continued till 40 days.
To analyze the framework of proposal, the main points was, the collection of actual facts from the
Holden organization itself. This data was used to prepare a final analytic report. This report needed to be
represented in front of board of directors for the approval. This data collection step is the most
important as the further whole process depends on the accuracy and reliability of this data. This is the
longest phase of our proposal report.
After using some analytical tools or application, the report was prepared in a professional way and
represented in formal way for the approval.
Budget and its justification
8

If we discuss about the financial investment for the proposed research project, it is approximately $5000
within the expected deadline provided in proposal that is 03 October 2017. We can analyze this
complete time frame in prescribed Gantt chart.
The justification of this budget can be specified as follows:
a. In the first budgetary aspect we use various Literature views for the better understanding of
concept. For this we have various options in form of International thesis reports, journals, online
articles and white papers. Some of these articles and journal papers are paid, so we estimated
around $500 for the same.
b. To fulfill the requirements of data collection and analysis, we can use various tools such as
questionnaires, feedback form and conducting interviews. We can plan for the site visit also for
the same. To process all these, we must need a sufficient time, so we looked for some other
alternative way to accomplish this task. We created one online feedback form and
communicated it to all the employees and concerned stakeholders for the same. To keep the
record for future, we will take the printouts of the detailed feedbacks provided by individuals.
Although it will save our time but we have to appoint some individuals who will be available on
site, for any clarification to the employees of company. These hired persons will take a short
session to explain every aspect. This whole process will be estimated around $1000.
c. After collection of data from various sources, the next step would be preparing reports for the
better understanding through presentation. In this step we prepare analytic report using specific
application such as SPSS, Excel or SAP etc. It will needed $2000.
d. To prepare above data analytic reports, we hire some IT professional, who will guide and help
the other employees for above task. The salary and expenses for this training will be $1500
Above budget can be summarized as:
S.No. Purpose Estimated amount in ($)
1 Literature review 500
2 Data Collection (Online tools,
interviews and Questionnaires)
1000
3 Data analysis and reporting
(software and tools)
2000
4 Training of staff (Hiring IT
professional and training)
1500
Aggregate Budget 5000
References
Aamuvuori, A. (2014, May 5). nbnfioulu-201406101713.pdf. Retrieved from jultika.oulu.fi:
http://jultika.oulu.fi/files/nbnfioulu-201406101713.pdf
AKGÜN, A. E. (2015). A Conceptual Framework for Marketing Strategies . Journal of business studies, 12.
9

Bang, V. V. (2015). Marketing strategy in emerging markets: a conceptual framework. Journal of
strategic marketing, 13.
chand, S. (2012, October 10). Essential Functions of Marketing. Transportation and Storage, p. 5.
Retrieved from citeseerx.ist.psu.edu: http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.661.6104&rep=rep1&type=pdf
David Keith Westerman, N. D. (2014, September 10). introduction-mediated-communication-social-
media-and-beyond-0. Retrieved from he.kendallhunt.com:
https://he.kendallhunt.com/product/introduction-mediated-communication-social-media-and-
beyond-0
Eriksen, K. (2014, February 8). 081103_speciale.pdf. Retrieved from projekter.aau.dk:
http://projekter.aau.dk/projekter/files/16056831/081103_speciale.pdf
Farry, K. (2015). Case study: Holden. Melbourne: Hay group. Retrieved from
http://www.haygroup.com/au/downloads/details.aspx?id=16268
Gassin, N. A.-I. (2006, Many 12). gbs_thesis_62.pdf. Retrieved from gupea.ub.gu.se:
https://gupea.ub.gu.se/bitstream/2077/2262/1/gbs_thesis_62.pdf
Geraldi, J. (2008, august 20). 17538371211268889. Retrieved from www.emeraldinsight.com:
http://www.emeraldinsight.com/doi/abs/10.1108/17538371211268889
Hashmi, J. (2016, september 12). 6-benefits-of-internet-marketing. Retrieved from clicktecs.com:
https://clicktecs.com/6-benefits-of-internet-marketing/
kary, J. (2015, July 2014). 09_chapter%204.pdf. Retrieved from shodhganga.inflibnet.ac.in:
http://shodhganga.inflibnet.ac.in/bitstream/10603/7794/9/09_chapter%204.pdf
Keller, M. (2013, June 1o). 051313p10.shtml. Retrieved from www.socialworktoday.com:
http://www.socialworktoday.com/archive/051313p10.shtml
PAWAR, A. V. (2014, November 20). Study-Of-The-Effectiveness-Of-Online-Marketing-On-Integrated-
Marketing-Communication-Amruta-Pawar.pdf. Retrieved from www.dypatil.edu:
http://www.dypatil.edu/schools/management/wp-content/uploads/2015/05/Study-Of-The-
Effectiveness-Of-Online-Marketing-On-Integrated-Marketing-Communication-Amruta-Pawar.pdf
pmprerna. (2015, November 20). Ethical-Issues-and-Transportation-Industry. Retrieved from
www.scribd.com: https://www.scribd.com/doc/21243365/Ethical-Issues-and-Transportation-
Industry
Robinson, A. (2013, June 18). marketing-in-logistics. Retrieved from cerasis.com:
http://cerasis.com/2013/06/18/marketing-in-logistics/
S. Ison, M. A. (2013, October 4). research-in-transportation-business-and-management. Retrieved from
www.journals.elsevier.com: https://www.journals.elsevier.com/research-in-transportation-
business-and-management
Smutny, Z. (2015, March 13).
267867381_A_Methodology_Concept_of_Online_Marketing_Management_with_a_Knowledge
10

_Base_of_Interactions_from_Internet-based_Services. Retrieved from www.researchgate.net:
https://www.researchgate.net/publication/267867381_A_Methodology_Concept_of_Online_M
arketing_Management_with_a_Knowledge_Base_of_Interactions_from_Internet-
based_Services
TSENG, Y.-y. (2005, March 10). 1657.pdf. Retrieved from www.siam.org:
https://www.siam.org/journals/plagiary/1657.pdf
Wiley, M. (2014, October 26). c06ReviewingPerformanceTheNeedForChange_web.pdf. Retrieved from
www.wiley.com:
http://www.wiley.com/legacy/Australia/PageProofs/c06ReviewingPerformanceTheNeedForCha
nge_web.pdf
Wu, O. H. (2014, december 23). masterthesis-oliverhorvath-tommywu_0.pdf. Retrieved from
closer.lindholmen.se: https://closer.lindholmen.se/sites/default/files/content/resource/files/
masterthesis-oliverhorvath-tommywu_0.pdf
11