Increasing Engagement and Reach for The Boulevard Banbridge

The Boulevard
Banbridge

Executive Summary
The main of most of the companies today is to increase the overall engagement on their
websites as well as reach out to a greater number of customers. This helps them in serving their
needs in an effective manner as well as increase overall profitability. The process requires
effective planning and development of appropriate strategies that will allow the company to gain
a competitive a competitive advantage in the market.

Contents
Executive Summary...................................................................................................................................2
Contents......................................................................................................................................................3
Part 1: INTRODUCTION.........................................................................................................................4
Part 2: Research and Analysis..................................................................................................................5
Problem Definition.................................................................................................................................5
Project Aim............................................................................................................................................5
Objectives...............................................................................................................................................5
Plans to deliver objectives.........................................................................................................................5
Findings from the study of commercial reports......................................................................................8
Detailed consumer and customer research..............................................................................................9
Detailed competitor analysis.................................................................................................................11
Results from the analysis......................................................................................................................14
Part 3: solutions.......................................................................................................................................14
PART 4.....................................................................................................................................................20
CONCLUSION........................................................................................................................................24
REFERENCES........................................................................................................................................25

Part 1: INTRODUCTION
The Boulevard Banbridge is the premier outlet shopping destination that is based in
Norther Ireland. The outlet attracts a great number of customers to shop for the products that
they need. The market today is very competitive wherein all organizations want to expand their
business operations by satisfying the needs of the customers in the best way possible. To be able
to reach a greater number of customers, it is important for organizations to have strong marketing
strategies. Effective marketing is important because it helps the organization in reaching out to a
greater number of potential customers and can also contribute to the overall effectiveness of the
company (Biddle, 2017). This can help in significantly increasing the overall engagement with
the customers and also, promote the company as well as its offerings among people. There are
different ways in which a company can market itself in the market to gain a competitive
advantage against competitors. This includes reviewing the website of the company as well as
the different social media platforms. The outlet provides various services in order to satisfy the
needs of the customers in an effective manner (Abratt and Bendixen, 2018). The shopping outlet
is focused on increasing the overall level of engagement among the customers across different
social media platforms. There are different strategies that are opted by the respective company in
order to enhance the level of engagement. It has been analyzed that the current age of people
visiting the Boulevard Banbridge is 40 years but the management wants to bring it down to 25-
35 years in the future.
Rationale for the Project
The main rationale behind undertaking this project is to identify and suggest different
measures to the organization so as to increase its overall reach among people as well as enhance
current engagement on the website as well as different social media platforms. The current
website of the company takes time of respond and also does not include any innovation.

Part 2: Research and Analysis
Problem Definition
The respective company is currently facing the problem of less traffic on its website as
well as different social media platforms. There was an overall decrease in the average rate of
visits among the people and this was due to the greater prominence of the company is frequent
visitors. Apart from this, the other problem that the company is currently is facing is that of a
decrease in the reliance on those from within the drive of 15 minutes. Therefore, it can be said
that the major problem that company is facing is that of a decrease in the number of visitors on
the company’s website.
Project Aim
“To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.”
Objectives
 To identify different ways to increase the overall traffic on the website and shopping at
The Boulevard within 6 months.
 To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.
Plans to deliver objectives
Objective 1: Analysis of the current website of The Boulevard - Banbridge
One of the most important activities for a business is to keep its customers engaged as
this helps them in maintaining their overall performance. The Boulevard Banbridge is a premier
shopping outlet in Northern Ireland. In order to do so, the company is focused on innovating its
website and making its more creative as well as attractive. This will help it in attracting a greater
number of potential customers who are in the age group of 25 to 35 years. As per the data
provided, it can be said that young customers are more likely to visit the shopping outlet. It has
been found that currently, the shopping center is visited by people who belong to the age group
of 40 years. Out of these, mostly females, which is nearly 61% visit the place and the

management of the company wants to reduce the age group to 25 to 35 years if age. Effective
marketing will not only help the company in reaching out to a greater number of customers, but
also increase its overall engagement on the website. By strengthening its overall presence across
different social media platforms, the company will be able to attract a greater number of
customers (Chari and et.al., 2017). In order to meet these objectives, the company will innovate
its online website that will be easier to navigate. As a result, the Boulevard Banbridge will be
able to reach out to a greater number of customers. The company can also analyze and review its
vision and mission so as to enhance its overall customer service. Appropriate theoretical
frameworks can be used in order to analyze the competition in the market as well as the target
market. For this, Porter’s Five Forces Model can be used in order to analyze the competition
(Chaffey and Smith, 2017). The model is a valuable and useful framework that can help the
management of the firm to understand the competitiveness and develop effective strategies.
Analysis using Porter’s Five Forces Model
Threat of New Entrants – The overall performance of the company can get affected if a
new entrant enters the market. This is a strong force and therefore, can significantly affect the
overall position of the company in the market. therefore, it is important for the company to
ensure that the services offered by it are unique and creative (Das and Saha, 2017). This way, it
will be able to overcome the threat posed by the new entrants effectively. as a result, the overall
competency of the company will improve. In order to do so, the company should strengthen its
presence across different social media platforms.
Bargaining Power of Suppliers – This is a weak force because there are a lot of
suppliers in the market who offer different materials at moderate prices. Therefore, the company
can either face a threat from the suppliers or it can choose to buy materials from different
suppliers. The Boulevard Banbridge can purchase different materials from suppliers who offer
the same at lower prices (Cheng and Liu, 2017). This can help the company in saving significant
amounts of money and increase its overall profitability.
Bargaining Power of Buyers – The number of buyers in the United Kingdom is very
large and they expect the companies to offer high quality products at affordable rates. In order to
reach out to a greater number of customers and serve their needs in an effective manner, The