E-Marketing Project Plan for AV Direct - Semester 2018 Project

This e-marketing project plan focuses on developing a comprehensive strategy for AV Direct, an Irish supplier of chemicals, hospitality, catering, and janitorial products. The plan includes a situational analysis using SWOT and PEST analyses, defining objectives such as customer retention and brand awareness, and creating an e-strategy based on the SIT model and Chaffey's 5S framework. Tactics involve sequencing, integration, and the use of various marketing tools. The action section details implementation steps, while the control section addresses budget and risk management. The project aims to enhance AV Direct's online presence and achieve its e-commerce goals.

Running head: E-COMMERCE & MARKETING
E-Commerce & Marketing
Name of student
Name of University
Author note

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Table of Contents
Introduction......................................................................................................................................3
About the company......................................................................................................................3
1. Situational analysis......................................................................................................................4
SWOT analysis............................................................................................................................4
PEST analysis..............................................................................................................................6
Competitor analysis and market size...........................................................................................9
2. Objectives....................................................................................................................................9
3. eStrategy....................................................................................................................................12
SIT..............................................................................................................................................12
Chaffey’s 5 S..............................................................................................................................15
4. Tactics........................................................................................................................................16
Sequence....................................................................................................................................17
Integration..................................................................................................................................18
Tools...........................................................................................................................................18
5. Actions.......................................................................................................................................19
6. Control.......................................................................................................................................20
Conclusion.....................................................................................................................................21
References......................................................................................................................................22

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Introduction
The report is prepared to discuss about the various aspects of managing E-Commerce and
marketing considering the business organization AV Direct in Ireland. The situational analysis of
the organisation will be done for both the macro and micro environment by utilizing the PEST
analysis and SWOT analysis. It will not only help in identify the strengths and weaknesses of the
company regarding its E-commerce and marketing strategies, but will also determine the
opportunities, threats and probable solutions that can be imposed for accomplishing the business
goals and objectives with ease and effectiveness. The marketing strategy will be created by
linking with the target market segments and probable budget and action plans will be developed
for implementing the business tactics properly and achieve the desired positive outcomes
(Laudon and Traver 2013).
About the company
AV Direct is one of the leading and most reputed organizations n Ireland that supplies
chemicals, hospitality, catering and janitorial products along with packaging disposables to the
customers for their fulfillment of the needs and requirements with ease and effectiveness. The
company also supplies wholesale goods for the catering and hospitality industries and even to the
health care organizations and public bodies all over Ireland. The company has been working with
multiple brands such as Clover Chemicals Ltd., Araven, GenWare, Zodiac, Anchor Packaging,
Utopia, etc (Mata and Quesada 2014). The most important objectives of the company will be to
attract as well as retain new and existing customers, create an effective online presence, create
brand awareness among the customers, increase the level of customer satisfaction and finally
make the E-marketing strategy and E-commerce successful and noteworthy.

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1. Situational analysis
The situational analysis is done for analyzing the macro and micro environment by using
the PEST analysis and SWOT analysis tools. The PEST analysis would help in determining the
political, economic, social and technological factors affecting the business whereas the SWOT
analysis framework would assess the strengths, weaknesses, opportunities and threats faced by
the company (Chiu et al. 2014).
Key trends
The key trends of the organization are to manage a good store with complete
infrastructures and at the same time, maintain a proper company website to create an online
present in the marketplace. The company's stores have displayed the good range of products and
services available at both Utopia and Genware, which has aroused interest among the customers.
The company website has been launched few days back only and it has shown a craze among the
customers and it could be seen from the sales achieved by the company during the last few
weeks. Creating an online presence is one of the major recent trends that has allowed the
companies to attract more customers and influence their buying behaviors too. Another key trend
is to involve the social media platforms, which allows huge number of people to check the
websites of the companies and look for the products that they want. The features and probable
functions of the product are displayed along with the prices and discounts offered on the website,
which creates ease for the customers to make purchases. Therefore, these are the major trends
that have been kept into consideration by the brands.

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SWOT analysis
The company has a good brand image and reputation, because of which, the customers
are quite inclined to the kinds of products and services delivered by AV Direct in Ireland. With
its great quality products and services offered, the company has managed to establish positive
mindsets among the customers and through word of mouth promotions, the brand image has
further improved. It has also included social media platforms to remain connected with the
customers and the price sensitive approaches have also helped in setting the right prices for the
products and services. This has not only lead to high level of customer satisfaction but also has
strengthened the brand image, name and influenced the purchasing behaviors of the customers
too all over Ireland (Huang and Benyoucef 2013).
Few major strengths of the company are extensive and best cu0stomers’ services to
provide solutions to the queries of the customers, introducing a wide range of new products and
services in the market, potential to grow and develop with time. The company also has a strong
brand image and reputation, and showrooms that consist of the most advanced technologies and
tech savvy products required to fulfill the needs and preferences of the customers. Due to this,
the company has also maintained a positive culture and become the market leader in terms of
profit and gaining competitive advantage in business as well (Gangeshwer 2013).
The major weaknesses of the organization could be the lack of managing a proper
company website, large market leader competitors, due to which, it had been difficult to survive
in the competitive business environment, smaller sales teams ad just focusing on making profit,
rather than customer satisfaction. The weaknesses of the organization could also be the targeting
of smaller market segments, lesser brand awareness and inability to manage a proper online
website from where the customers could easily access the products and services. Smaller teams

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and only two major outlets of the company present in Ireland could be a weakness, due to which,
the sales revenue would decline gradually. There are not much research and development
activities managed by the organization, which has hindered the development of a future plan for
managing global business expansion conveniently (Bamborough et al. 2014).
The opportunities and scopes of the company include the use of social media platforms,
which can enhance the company’s ability to attract more customers while the need for extending
outside Ireland would also facilitate the global business expansion with much convenience.
There are also other opportunities to excel in the different market segments through entering new
markets and creating brand awareness too. The low rate of tax and geographical advantage could
allow the organization to become one of the major suppliers and manufacturers of chemicals,
hospitality services, janitorial and catering services. AV Direct, Ireland has been serving
countries like Monaghan, Dublin, Louth, Meath, etc., which has also created ease in expanding
the targeted market segments, generate more revenue and increase the market share too (Turban
et al. 2017). As there are no such policies that may restrict the business, the company would
unlikely get affected with the BREXIT and other crisis situations, thereby chances are more to
survive in the competitive business environment.
The threats are mainly caused by the competitors and due to the similar kinds of products
offered by other companies within the marketplace. The lack of managing a proper online
website would also be considered as major threat due to lesser exposure to multiple market
segments. This would not only reduce the sales revenue but would also result in loss faced in
business for AV Direct, Ireland. Other threats faced by the organization could be the complex
European Union laws, rules and regulations, bad climatic conditions, which could delay the

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delivery of products and service and the fluctuations in currency along with economic instability
(Barnes 2013).
PEST analysis
The PEST analysis framework could be used as an effective tool or framework for
analyzing the macro environment and assess the benefits of moving beyond the geographical and
political boundaries for ensuring vitality and competitive advantage in business. AV Direct,
Ireland, could assess the political, economic, social and technological factors with the use of this
framework.
Political factors
The political condition is quite stable and due to thus, it would be easy for managing
trade activities with the other European Union countries while the BREXIT can also influence
the business activities in case the company will want to start global business at UK. Due to the
Government laws, rules and regulations related to the employment contract, there would be equal
employment opportunities for the people in Ireland as well as for the people belonging from their
nations included in the European Union (Niranjanamurthy et al. 2013). There are direct business
scopes and opportunities for the customers as well as the colleagues, which can also help in
meeting up to the business standards and bring excellence in terms of profit, competitive
advantage in business.
Economic factors
The growth in economy and lower tax rates could contribute to the proper setting of
prices along with good economic growth through the improvement of sales and profit in
business. The supply chain activities are also influenced by the changes in economic conditions,

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which has further helped in catering the needs and preference of the customer effectively. The
revision of taxes and fluctuations in rate of interest could sometimes affect the business
functioning by creating difficulties through increased cost of raw materials and resources,
clients’ advertising budgets, which might create complexities during the project cost
management (Mohapatra 2013). Due to the retail account for more than 10 percebt of the GDP,
AV Direct aims to achieve a higher market share through better consumer spending in the future.
Social factors
With the use of internet facilities, the company could easily connect with the customers
and make them know about the kinds of products and services offered. This would also establish
a sense of trust and loyalty among the customers, furthermore customize the products and service
according to the changing needs of their. The company should focus on the present generation
without compromising on their future needs and preferences by utilizing the most effective tools
to target every market segments consisting of different kinds of customers with varied buying
behaviors (Boone and Kurtz 2013). Involving the social media platforms could be beneficial as
well for responding to the queries and feedbacks provided by them on the social networking
websites, furthermore create a positive mindset among them, which would make the company
socialized and more connected with the customers. The company should adopt the Irish culture
and even spread health awareness through the promotion of products and services.
Technological factors
With the technological advancements, the social media marketing could be managed
quite easily, thereby better scopes would arise for creating good relationships with the customers
and responding to their queries comprehensively to deliver the best quality customers’ services.

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This is how; AV Direct could utilize various advanced technologies not only to attract the
customers and influence them, but also to improve the marketing techniques’ efficiency in order
to spread more brand awareness among the customers (Mackey, Miner and Cuomo 2015).
Legal factors
Due to the emergence of many complex EU laws, rules and regulations introduced by the
Government, the company should remain flexible to adjust to the changes in the current market
conditions and provide the products and services to the customer accordingly. There is negligible
impact of Government in Ireland, due to which, the company should remain consumer centric
and focus on managing the obligations to function properly. Legal factors should also contribute
to the management of health and safety of worker and ensuring that the company maintains the
quality standards to increase the level of satisfaction among the customers (Mazzarol 2015).
Environmental factors
The company must consider the environmental laws and acts to make sure that the
company function in such a manner that lesser impact should be created on the environment. AV
Direct, being a manufacturer and supplier of chemicals and other services related to hospitality,
catering and packaging, should also carry out environment friendly practices for creating an
ecological balance in nature and remain sustainable.
Competitor analysis and market size
The competitor’s analysis would assess the competitors of AV Direct such as Dunlevy,
Kendermar Distributors, Nisbets, Brenan catering supplies, Hugh Jordan and Co., etc. The
company should consider the differentiation leadership competitive strategy the most to set the
best prices and even analyze the market conditions properly through surveys. The company

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should also be committed to provide excellent services considering the good quality of products
and services along with faster delivery of those to meet the expectations of the customers. The
size of market is low considering lower expansion in the market and lack of brand awareness
(Iglesias-Pradas et al. 2013). The company though has a good market share because of its
extensive brands like Zodiac, Genware, Utopia, etc. Specific market choices could be the
chemical manufacturing companies and the hospitality industry. The positioning would help in
distributing the products and services in the right market segments and ensuring that those could
be differentiated from the similar kinds of products offered by other companies in the market.
Overview of the market
The market segments that the company serves include the chemicals, hospitality,
catering, packaging disposals and janitorial products. The wholesale goods are provided to the
hospitality industry while other services include sanitary and cleaning services. The ecommerce
services are also managed by the company through the management of a proper website, that can
make more customers influenced and enhance the brand image reputation too. The market
consists of few major brands like Genware, Utopia, Zodiac, etc. that are served by AV Direct to
ensure gaining a good market share and sustain in business. The Australian hospitality market is
highly changing and demographics often change from time to change. Thus, it creates more
opportunities for AV Direct and its brands Utopia and Genware to serve the hotels and
restaurants by providing the best quality services with much ease.
2. Objectives
As the topic focuses on the concepts of E-commerce and electronic marketing, AV Direct
has set various goals and objectives to remain connected with the customers and improve the

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profit level too. The company wants to go online not only to reach a wider group of customers,
but also create trust and loyalty among the customers, furthermore create convenience for the
customers to access the products and services from the website. By going online, the marketing
approaches’ efficiency would increase that should be much more effective than the traditional
marketing procedures while the operational costs would tend to be lower as well, thereby
resulting in saving a lot of money (Fang et al. 2014).
The objectives are as follows:
 To increase the number of visitors in the website to 1500 every month within the year
2019
 To attract 15 new customers through spreading brand awareness by involving social
media within the year 2019
 To increase the overall customer satisfaction by analyzing the feedbacks and opinions
obtained from them and present in the reports
 To increase brand awareness and retain the existing customers too
 To increase the net profit by 1400 EUR through the adoption of new business strategies
for both Utopia and Genware by 2019

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Figure: SMART objectives (Fang et al. 2014)
The company also has a major objective of getting closer to the customers, remain
connected and ensure fulfilling their needs and preferences in an effective way too. This could be
possible by enhancing the electronic marketing procedures and make sure that the new customers
were attracted and existing loyal customer could be retained as well (Akter and Wamba 2016).
The Chaffey’s 5 S’s has been incorporated in respect to the context for facilitated the five
major components of the electronic marketing at AV Direct, Ireland. The five major components
are selling, serving the customers, speaking, saving and sizzling.
Selling – The use of internet would assist in reducing the operations’ costs largely and provide
more financial scopes and opportunities to increase the revenue through online campaigns. The
profit level would increase when more customers would be attracted through the online
marketing techniques and the websites managed by the company could leverage donations for a
SMART