BMA610 Digital and Direct Marketing
Added on 2020-05-11
17 Pages4121 Words212 Views
Running head: DIGITAL AND DIRECT MARKETINGDigital and direct marketingName of the studentName of the universityAuthor note
1DIGITAL AND DIRECT MARKETINGExecutive summaryThis is a report, which will portray the digital and direct marketing plan for the organizationnamed Zambrero. This report will include the situational analysis that consist of the macroenvironment analysis and the microenvironment analysis. This will include the pestle analysis inthe macro analysis and the internal analysis will include SWOT analysis. The objectives of theorganization will be discussed in brief to identify the necessary actions that have to be takenbased on the needs of Zambrero. The report will conclude with the actions and tactics that haveto be applied in order to achieve the strategy that has been developed. Zambrero is a chain ofrestaurants in Australia who serves Mexican food to its consumers. The chain of restaurantsstarted in the year of the 2005 in Braddon and then it expanded nationally and internationally.The organization consists of 110 outlets all over the world and is one of the leading fastfranchises in the world. The organization is involved in many social activities and is aimed atreducing global hunger. Dr Sam Prince is the owner of this chain of restaurants and the chain isavailable in 145 locations all over the world. Thus, the conclusion that can be drawn from thereport is that Zambrero has a good reputation in the market so it essential that the organizationuses this asset to get involved in more corporate social responsibility activities. The marketingenvironment of the organization is feasible and is appropriate for investment so the organizationwill have to capitalize on the situation to gain competitive advantage in the market.
2DIGITAL AND DIRECT MARKETINGTable of ContentsIntroduction......................................................................................................................................3Situation analysis.............................................................................................................................3Macro environment......................................................................................................................4Internal environment....................................................................................................................8Objective setting..............................................................................................................................9Strategy development......................................................................................................................9Segmentation, target consumers and positioning........................................................................9Marketing mix...........................................................................................................................10Tactics............................................................................................................................................11Actions...........................................................................................................................................13Controls..........................................................................................................................................13Actionable recommendations........................................................................................................14Conclusion.....................................................................................................................................14Reference.......................................................................................................................................15
3DIGITAL AND DIRECT MARKETINGIntroductionThis is a report, which will portray the digital and direct marketing plan for theorganization named Zambrero. This report will include the situational analysis that consist of themacro environment analysis and the microenvironment analysis. This will include the pestleanalysis in the macro analysis and the internal analysis will include SWOT analysis. Theobjectives of the organization will be discussed in brief to identify the necessary actions thathave to be taken based on the needs of Zambrero. The strategy will be developed based on theseobjectives and will include the digital and direct marketing plan of the organization. The reportwill conclude with the actions and tactics that have to be applied in order to achieve the strategythat has been developed. Zambrero is a chain of restaurants in Australia who serves Mexicanfood to its consumers. The chain of restaurants started in the year of the 2005 in Braddon andthen it expanded nationally and internationally (Zambrero 2017). The organization consists of110 outlets all over the world and is one of the leading fast franchises in the world. Theorganization is involved in many social activities and is aimed at reducing global hunger. Dr SamPrince is the owner of this chain of restaurants and the chain is available in 145 locations all overthe world.Situation analysisThe situation analysis will analyze the macro environment and the internal environmentof the fast food chain industry to identify the present opportunities, the external and the internalthreats the organization will be facing.
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