BHO6001 - Digital Marketing: Internet Strategy Report for SPACE2B

This report outlines a digital marketing strategy for SPACE2B, a charitable organization supporting refugees and migrants. It includes a situational analysis using PESTLE and Porter's Five Forces, a SWOT analysis, and SMART goals focused on increasing brand awareness, improving web presence, and boosting social media engagement. The strategy details targeting and segmentation, brand positioning, content and customer engagement approaches, an integrated communication plan, and a digital marketing mix. The report concludes with an action plan and analytical assessment of objectives, aiming to leverage digital tools to achieve SPACE2B's business goals.

Running Head: Digital Marketing
Digital Marketing
Internet Strategy Report

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Executive Summary
SPACE2B is a charitable organization which is working towards the benefit of the
refugee, migrant and other such group of people who lack financial independence. The
company provides space, opportunities, training and skill to develop quality artisan,
clothes and home products for the customers. SPACE2B is a small organization which
has to leverage the tools of social and digital media to achieve its business goals and
objectives. The company wants to increase the brand awareness, increase its social page
ranking, get more traffic on the website and have higher engagement and conversation
on its platform. The report here in depth clearly reflects situational analysis and the
desired goals and outcomes in sync with the SOSTAC model.

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Table of Content
Company Background & Problem Statement....................................................................................... 5
Situation analysis............................................................................................................................................. 6
MICRO environmental analysis.............................................................................................................. 6
PESTLE Analysis.......................................................................................................................................... 6
Political Environment............................................................................................................................ 6
Economic Environment........................................................................................................................ 7
Socio-Cultural environment................................................................................................................ 7
Technological Environment................................................................................................................ 7
Legal Environment................................................................................................................................. 7
Environmental Analysis....................................................................................................................... 7
Macro environmental Analysis.............................................................................................................. 8
Porter 5 Forces......................................................................................................................................... 8
Bargaining power of Customers........................................................................................................ 8
Bargaining Power of Suppliers.......................................................................................................... 9
Threat of New Entrant.......................................................................................................................... 9
Competitive Rivalry................................................................................................................................ 9
Threat of substitute product............................................................................................................... 9
Capability analysis...................................................................................................................................... 9
Financial Capability................................................................................................................................ 9
Operational Capability........................................................................................................................ 10

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SWOT Analysis........................................................................................................................................... 10
Strength.................................................................................................................................................... 10
Weakness................................................................................................................................................. 10
Opportunity............................................................................................................................................ 11
Threats...................................................................................................................................................... 11
Objectives......................................................................................................................................................... 11
SMART goal Framework........................................................................................................................ 11
Goal setting & Evaluation...................................................................................................................... 12
Alignment of digital strategies with objectives............................................................................13
Strategy............................................................................................................................................................. 14
Targeting & Segmentation..................................................................................................................... 14
Brand positioning and value proposition....................................................................................... 15
Content and customer engagement and retention......................................................................15
Integrated communication strategy.................................................................................................. 16
Tactics................................................................................................................................................................ 17
Implementation strategy....................................................................................................................... 17
Digital marketing mix.............................................................................................................................. 17
Action and Control........................................................................................................................................ 19
Action plan and governance................................................................................................................. 19
Analytical assessment of objectives.................................................................................................. 19
Conclusion........................................................................................................................................................ 20

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References........................................................................................................................................................ 21

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Company Background & Problem Statement
Space2b is one of its kind, an art and a design social enterprise which has been
established to support people who are actively seeking asylum, refugees and are newly
arrived migrants looking forward to become financially independent. Space2b achieves
its objectives through creative enterprise, workplace training and business monitoring.
The company offers opportunity to the migrants to build on their traditional skills and
knowledge, attain confidence and walk through the steps of financial independence.
Space2b provides a unique space for needy people to come together in order to acquire
business acumen and skills to build relationship and make connections amongst
themselves (Space2b, 2018). The competition in the industry is limited and has
tremendous growth opportunities to expand its base.
The company which operates in co-working space is doing a noble job by providing
opportunity to the people in need and make them stand firm on the ground and walk
towards the path of financial sustainability. Thus, in order to do so, Space2b has to
create Internet strategy in sync with its business objectives to not only increase the
brand awareness but also to facilitate the co-creation of resources for the overall
development of the organization and its people.

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Situation analysis
Situation analysis refers to a collection of methods which is used by the organization to
assess the internal and external business environment to understand the organizational
capabilities, customer and the business environment(Clarke, Friese & Washburn,2017)
MICRO environmental analysis
MICRO environmental analysis comprises of the 6 forces which might affect the
capabilities of the organization to serve its customers and can also affect the business
entity in existence.
PESTLE Analysis
(Source: Feys & Probert, 2015)
Political Environment
Political environment can have both positive and negative impact on the organization.
Political stability in the nation helps the business organization to grow and sustain its
business model. Space2b benefits mostly due to the highly stable political environment,
moreover the government has less regulation in the industry which gives the company
an opportunity to leverage its capabilities (Morris & Metternicht, 2016).

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Economic Environment
Australia has a population of over 24.6 million and is a highly multi-cultural country in
existence. Australia has a high disposable income and good purchasing power parity.
However, there are lot of immigration in Australia predominantly after the WW2.
Inflation in the country is in control, and the rise in disposable income of people is a
win-win for Space2b (Islam & Mamun, 2017).
Socio-Cultural environment
Australia is one of the most multi-cultural countries in the world, and the people in the
country are mostly overseas. Society plays a very important role in the development of
culture in the country and similarly in the organization. Australian culture is inspired by
the European culture and has one of the most advanced nations of the world. Need for
space in Australia is ever increasing due to the higher prices of the land, hence, Space2b
is doing a terrific job in helping the people in need and providing them a space to work
and develop their skills(Sargeant & Jay, 2014).
Technological Environment
Advancement in technology is one of the strong reasons for the growth of business
organization, particularly the e-commerce sector. Growth in technology and rapid
penetration of the internet and social media technology is a contributing factor in the
growth of Space2b.
Legal Environment
Australia has very strong rules pertaining to biasness, discrimination and fair work
policy, thus it is important for Space2b, to work within the purview of legal framework
in order to maintain its stronghold in the legal environment.
Environmental Analysis
Every country is focussing on sustaining the environment to provide for the natural
resources for the future. Space2b works in the space where it has limited impact on
environmental sustainability; moreover the company has to take certain initiatives as a
part of its CSR activity to help the environment (Turner, 2016).

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Macro environmental Analysis
(Source: Anheier, 2014)
Porter 5 Forces
A Porter 5 force is a useful strategic framework which is used to assess the market
attractiveness and the profitability of the organization (Grant, 2016). In accordance to
the framework the forces can be seen as:
Bargaining power of Customers
Bargaining power of customers is low in case of Space2b, as the organization is in the
space where it provides opportunities to the needy people to grow work and mentor
them to work side by side with the designers and stand on their feet. Low bargaining
power of customers means that people can easily come and join the movement of
Space2b

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Bargaining Power of Suppliers
Space2b has its own retail space which provides a platform to the immigrants and the
people looking to go into asylum and helps them in gaining financial independence. The
organization as such is not dependent on any suppliers and has everything in house.
Threat of New Entrant
Due to less initial investment, the threat to the new entrant is moderate. However, due
to limited revenue potential in the industry, the threat subsides to low. The concept of
Space2b is noble and it wants to help the people in need, the company sells the product
supplied by these people and give them maximum revenue, while keeping only a limited
amount in hand to manage its expenses.
Competitive Rivalry
The only competitive rivalry are the artisan stores in Australia, but the prices charged
for the products are higher in comparison to the products being sold at Space2b,
implying very little competitive rivalry in the industry ecosystem.
Threat of substitute product
The only threat to Space2b’s offering is better artisan products at a cheaper price;
moreover the company is working in the space which nurtures the talent of the
immigrants and the people who are looking for financial independence.
Capability analysis
Capability analysis is conducted to assess the financial and operational ability of the said
business model.
Financial Capability
Space2b has plethora of business partners which help the organization to achieve its
mission of providing people with financial independence. The financial resources are
being provided by the business partners, who in turn get a share of revenues for the sale
of the artisan’s goods being sold at the company’s retail outlet (Porter, 2016).

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Operational Capability
Operational capability of the organization can be understood as the sum total of its
resources required to manage the business operations. The organization gets immense
support from the NGO and business partners who provide for resources to meet the
desired objectives of the organization (Baldi & Gabrielii, 2015).
SWOT Analysis
SWOT analysis is a micro environmental analysis which helps to assess the strength and
weakness of the company which is internal to the organization and help in creating
proactive strategies for the opportunities and threats which are external to the
organization (Suh, 2014).
Strength
 Unique and noble concept with a sustainable business model.
 Human approach in helping the people in need.
 Providing financial independence to immigrants, people speaking asylum and so
on.
 The retail presence of Space2b gives impetus to the efforts of the artisans.
 Identifying the opportunity beyond citizenship.
Weakness
 Limited potential of revenue growth.

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 Small and Medium scale enterprise, restricting the growth opportunities of the
organization.
 The profits is not harvested in creating new investment opportunities, but is
pulled back to provide more resources to the refugees, immigrants and needy
people.
Opportunity
 Growth in the sentiments of the people to come forward to the help of the people
in need.
 The future prospect of Space 2b is increasing due to the increasing awareness of
the charitable organization.
 Increase in efforts by the government to support such charitable organizations.
Threats
 Regulation of Australian government in the charitable organization.
 Merger of the existing charity with government charity of the country.
Objectives
Objectives are the first step towards building a strong culture in the organization; it also
helps the organization to walk on a pre -determined path with much focussed attention
to attain the goals of the business organization. In order to do so, it is very important to
create SMART goals for the organization, as it helps in clear defining of the goals with
the timelines.
SMART goal Framework
SMART goals framework sets the base of setting up the goals and objectives of the
organization. The understanding of SMART goal can be seen as:
 Specific- The goals have to be really specific in nature, explaining the goals in
quantitative figures.
 Measurable- This is a parameter which states that the goals have to be
measurable.