Digital Business Marketing Strategy Report: Aircoach Analysis

This report provides a comprehensive analysis of Aircoach's digital marketing strategy, focusing on its application in the context of the company's services, which includes airport coach services. It begins with an executive summary highlighting the main findings and recommendations. The report conducts market and competitive research, identifying key competitors and market trends, such as the increasing importance of online booking and the shift towards electric buses. It then examines Aircoach's target market, pinpointing customer pain points through secondary research. The report also outlines marketing objectives using the SMART framework, focusing on increasing revenue, improving local market presence, and capturing market share through eCommerce. The core of the report provides digital marketing recommendations, particularly emphasizing social media marketing to reach the target audience. A measurement strategy is also discussed, with foot traffic analysis as a key metric. The report concludes by summarizing the key findings and recommendations, emphasizing the importance of a robust digital strategy for Aircoach's growth and success.

Running Head: Marketing
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Aircoach
Digital business management
4/15/2020

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Executive Summary
Digital Ecommerce marketing strategy has been used by the company Air coach to grab a large
audience and to expand their business at the global level. In this report, the objective of the
company is to earn higher revenues and to capture the great market share which can be done by
using social media marketing as it helps in increasing their brand awareness. It is also a cost-
effective marketing strategy that helps in improving the brand loyalty of the company.

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Contents
Market and competitive research.....................................................................................................3
Target market...................................................................................................................................3
Marketing objectives.......................................................................................................................4
Digital Marketing recommendations and positioning.....................................................................4
Measurement strategy......................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Market and competitive research
Air Coach Company was founded in 1999 and has the headquartered in Dublin. The company is
the subsidiary company of First Group and provides airport coach services. In the Dublin area,
the company operates private hire contacts and the contracted bus services. The company has
also been awarded for logistic and transport excellence. The major hubs of the company are
Dublin, Belfast, Cork, etc. (Chaffey and Ellis-Chadwick, 2019).
The competitive environment of the company is higher which creates the issues for the company
as they have to compete with their competitors by bringing advancement in their services to
attract the customers. The major competitor of the company is Compass Logistic. Emerald
Freight Express, Wison Bulk Transport, etc. (Tuten and Solomon, 2017). All this competitor
company offers the same services of logistics and transportation so the competitive environment
is high.
Several trends are going on in the company such as the company provides the coach services so
the people who want to travel can book their tickets in advance through the online booking from
the Belfast, Cork, Bray, Dublin Airport, etc. The major trend going in the market is related to the
inception of the logistic things, monitoring of cargo, transportation delay, outdated IT failures in
the company has become global trends. All these trends have affected the company (Royle and
Laing, 2014). Increasing the online market has enhanced the company to gather more customers
were due to the IT failure or delay in the transportation services, the company has to suffer a lot.
Electric buses are used as the cost of the duel is increasing in the market so this trend has major
impacted the company and to attain the great market share they have to shift in the electric buses.
Target market
The major target market of the company is people who travel through the airlines of Dublin
Airport. The other target people are the passengers who travel to Cork, Bray, Dublin,
Greystones, Belfast, etc. The company also operates in articulated vehicles and provides the
services at the airport of car parking so all the passengers who used to travel for Dublin Airport
are their major target (Aswani, et al., 2018).

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The secondary research is done to evaluate the customer's pay point and it was found that the
problem that customers experience is related to the delay in the buses and difficulty in operating
the contracted bus services. This information is generated through secondary research where the
information is collected with the records of the organization (Scott, 2015).
The company is providing the coach services to the local market only so it is recommended that
to expand the growth the company has to provide their coach services apart from the local
market also. they should target some international countries and boundary countries of Ireland to
target more people.
Marketing objectives
Three main objectives of eCommerce business are:
 To increase the revenue the company has to enter into internet marketing and should
improve its bottom line opportunities.
 To improve the local specific geographic region and attract the local customers for
seeking the services.
 To capture the great market share and enable the growth of the business with
eCommerce.
Digital Marketing recommendations and positioning
It is recommended that the company should use the tactic of social media digital marketing to
attract a large number of customers which have stated above. The company Air coach should use
the social media digital marketing strategy to capture the people who travel in the Airlines of the
Dublin Airport (Lamberton and Stephen, 2016). The target customers of the company Air coach
are the customers who need the coach services to Dublin Airport so to attract those people social
media is the best way.
The company Air coach can gather a large number of audiences through Social Media Marketing
and also helps in increasing their brand awareness. It is also a cost-effective marketing strategy
that helps in improving the brand loyalty of the company. Social media inbound the traffic and
familiarize the people regarding the services which is offered by the company (Tuten and

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Solomon, 2017). This marketing strategy is the gateway to the website of the company. The
company can earn higher revenues so it is recommended to use this strategy as it helps the
company in generating good ROI.
It is recommended that it is an opportunity for the company to expand its growth by using this
digital marketing strategy as it helps in increasing the visibility for the higher conversion rates. If
through social media the responses of the customers can be taken as it is the communication
platform too (Hassan, et al., 2015). The company can also provide the services through the
special media so it is recommended that Air coach Company should expand its business through
this strategy as it helps in gaining market sight insights. This eCommerce business strategy helps
the company is positioning the segmentation market and also helps the company to compete in
the competitive market.
Measurement strategy
The tool used for measuring is the analysis of the foot traffic and monitoring of this tool is the
best way to measure the marketing strategy. This tool helps the company in evaluating how
much traffic has accessed at social media sites and helps in monitoring the people. It is the
metrics through which it is monitored that the objectives set by the company are achieved or not
(Elena, 2016). Foot traffic helps in analyzing how many customers have accessed the company
Air coach page and how many people have accessed the services through social media sites.
Conclusion
From the above report, it is evaluated to attain the objectives of increasing the market share of
the company an effective digital media strategy has to be adopted to grab a large number of
audiences. In this report, the company Air coach has adopted the social media digital market to
target the target customers so that they can compete with the competition environment. The foot
traffic is the measurement tool used by the company to monitor and measure the strategy that
objectives which are stated in this report are achieved or not.

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References
Aswani, R., Kar, A.K., Ilavarasan, P.V. and Dwivedi, Y.K., 2018. Search engine marketing is
not all gold: Insights from Twitter and SEOClerks. International Journal of Information
Management, 38(1), pp.107-116.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Elena, C.A., 2016. Social Media–A strategy in developing customer relationship
management. Procedia Economics and Finance, 39, pp.785-790.
Hassan, S., Andzim, A., Zaleha, S. and Shiratuddin, N., 2015. Strategic use of social media for
small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172,
pp.262-269.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), pp.146-172.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.