(PDF) Understanding Digital Marketing

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Running head: E-MARKETING OF AV DIRECTE marketing of AV DirectName of the studentName of the universityAuthor Note
1E MARKETING OF AV DIRECTTable of ContentsTask 1:.............................................................................................................................................2Situation analysis:........................................................................................................................2PEST Analysis:............................................................................................................................4SWOT analysis:...........................................................................................................................7Competitive Strategy:..................................................................................................................9Positioning:..................................................................................................................................9Unique selling point:..................................................................................................................10Opportunities:............................................................................................................................11Summary and findings:..............................................................................................................11Task 2:...........................................................................................................................................12Objectives:.................................................................................................................................12Task 3:...........................................................................................................................................13Strategy:.....................................................................................................................................13Summary:...................................................................................................................................16Task 4:...........................................................................................................................................17Creative approach discussion:...................................................................................................17Design Message:........................................................................................................................17Create media plan:.....................................................................................................................17Research Media costs:...............................................................................................................18Budget template:........................................................................................................................18Presentation ideas:.....................................................................................................................19References and Bibliography:........................................................................................................20
2E MARKETING OF AV DIRECTTask 1:Situation analysis:Company Description:AV Direct, an Ireland based company, has supplied over 8000 products, which can bedivided into different categories, for instance, catering, chemicals, hospitality, janitorial,industrial packaging and packaging disposables. Some examples of products that the countryprovides under those different categories are cookware, kitchenware, skincare, crockery andbubble wrap. The company also provides services like cleaning, washroom, sanitary and floor-care (www.avdirect.ie.2018). However, recently, the company is conducting a brand analysis onUtopia and Genware. It also offers discounts on its entire products and services and this discountvaries from customer to customer. Their chief customers are different business entities, whoprovide hospitality facilities.History:The company, which was initially formed as a Packaging Company in 1995 to perform apart time business, has expanded gradually. In 1998, the company started its full time businessand with rapid growth, the company has gradually expanded its firm size over the year and in2012, the company has built its own showroom with some accommodations (Committed toexcellent service 2018). The company supplies its products in each part of Ireland while theirproducts have been earned huge demand from some counties, like Louth, Cavan, Dublin andMonaghan.Industry:The company operates its business under hospitality industry, where it is known as thesupplier of hospitality, chemicals, packaging disposables and catering products. AV Direct offerswholesale services to other industries through their business-to-business (B2B) operations.Hence, their chief customers are schools, hotels, restaurants, hospitals and some public sectors,which provide amenities in Ireland. As the major concern of this company is to supply Utopia
3E MARKETING OF AV DIRECTand Genware, where these brands supply tableware, glassware, and other materials related tocatering, AV Direct tries to serve those items in different hotels, pubs and restaurants.Competition:Ireland has some well-known hotels, restaurants and pubs like The Winding Stair,O’Neills at Dublin, which in turn have helped the county to boost up various companies thatsupply products, related to hospitality. Therefore, the AV Direct has strong competitors likeNisbets, Hugh Jordan, Easy Equipment and Brennan Catering Supplies and Galgorm Group,which supply similar products, for instance, different brands of catering equipments like Utopiaand Genware, which have higher demand in market. Thus, to compete in the market, thecompany needs to apply some critical success factors to make a proper business plan. Theprinciple tool of this company is to maintain customer’s satisfaction through serving productswith best qualities along with best services from the company, which needs to be incorporated intheir business plan.Under the proposed plan, the company needs to build a proper budget statement, which inturn, can help AV Direct to take further business decision. Lack of proper budget statement canadversely affect this specified company to adopt any new business strategy. Thus, it is essentialfor this business company to maintain proper budget with the help of some efficient budgetplanners for long-term profitability, competitiveness and sustainability.To develop business in domestic markets, the company should increase its resources tomaintain customer’s satisfaction through quick service and on time delivery. As the company isoperating in the market for 20 years, it can adopt competitive advantage and economies of scaleto sustain over there. By providing on-time delivery facility, the company can capture a largeshare of market through huge numbers of customers. Hence, the company, trough purchasingmore delivery vans, hiring more skilled laborers and warehouses, can increase its services in themarket, which in turn, can help the company to compete with others. As the chief business of thiscompany is to deliver various products to other companies, those factors are main resource ofAV Direct.As the chief customers of this company are other business organizations, it is beneficialfor AV Direct to provide proper training to their employees for maintaining good customer
4E MARKETING OF AV DIRECTrelations with others, as they can understand the changing trend of this business. Proper marketanalysis is essential for a business entity to utilize its business strategy accordingly, which canhelp further the company to sustain in the market. Thus, to attain a proper target, the companycan conduct market analysis by providing proper training.At present, it becomes beneficial for an organization to expand its business through usinginternet. customers, especially large business organizations use internet connections to purchaseproducts according to their requirement of business (Ekanem and Abiade 2018). Customers caneasily access all products at a time and can purchase products instantly. Hence, the demand of emarketing is increasing day by day. Thus, to increase the demand for their products in market,AV Direct needs to launch its personal website, where other business entities can purchase theirrequired products.PEST Analysis:PEST (political, economical, social and technological) factors of each country can greatlycontrol the business activity, which, in turn, can help the company to build necessary businessstrategies based on its present situations (Ho 2014). AD Direct can also be controlled by thesePEST factors of Ireland.Political factors:The government of Ireland has not imposed any political restrictions on AV Direct andthis further helps the company to operate their business independently. However, the companyhas not received any supports of funds for the government. While BREXIT has affected variousbusiness organizations negatively in U.K, the specified company has not suffered much becauseof its different operational area in the Republic of Ireland (Berginet al.2016).Economical factors:National income of Ireland is increasing rapidly as it is chiefly based on IT sectorsthough it has three world heritage sites, which attract tourists all over the world. Instead of ahuge amount of public debt, its strong banking sector and efficient governmental activities havehelped the country to recover from this phase (Sierzchula, Bakker, Maat and van Wee 2014).Moreover, the country has influenced other multinational companies to operate their business in
5E MARKETING OF AV DIRECTthis country due to low level of corporate taxes and higher amount of skilled workers. Hence,these strong economical activities have helped the AV Direct to operate its work efficiently,which further helps the company to earn more revenues. Strong economical environmentinfluences a country positively. Higher GDP helps the citizen of this country to leave a lavishlife, which in turn has helped hotel industries to expand its business.Figure 1: GDP Growth trend of Ireland for the last five yearsSource: (Tradingeconomics.com 2018)The above diagram has depicted the increasing trend of Ireland’s GDP from with it canbe stated that the economic condition is strong and beneficial for any business organization.Social factors:The country, along with ancient people with different cultures like Gaelic Culture,Americanization and Anglicization, has experienced diversity that have great influenced thissector. Religion has played a vital part in the country’s cultural life since ancient periods. As aconsequent, the Irish pubs have become successful all over the world, since the 20thcentury byoffering its unique cultural characteristics (Bloomet al.2017). The dishes of Ireland have alsobecome popular worldwide especially the “New Irish Cuisine” has earned huge popularity. Thus,the demand of catering products is huge in Ireland. Food habits among people of Ireland are alsochanging along with an increasing market of food service with almost 330000 individual outlets(Irish food & drink by Bord Bia 2018). This market includes various hotels, coffee shops, pubs,
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