Dean's of Huntly: Market Analysis & Expansion Plan Using Analytics

This report provides a comprehensive market analysis and business expansion plan for Dean's of Huntly, aiming to double its annual turnover to £16 million by 2026. The analysis leverages web analytics and other data sources to understand the client's business goals, current data utilization, and competitive landscape. A SWOT analysis identifies internal strengths and weaknesses, as well as external opportunities and threats. The report defines a target audience persona and conducts a competitor analysis using the RACE framework. Additionally, it includes a web analytics audit, examining audience demographics, engagement, and acquisition channels to provide actionable recommendations for improving marketing effectiveness and driving business growth. Desklib offers a wealth of similar solved assignments and study resources for students.

Section 1. Understand
A. Client Business Goal
The objective of this project is to conduct a market analysis for Dean’s of Huntly
and develop a business expansion plan to further its sales and brand over the UK
to almost double its present 9m annual turnover to about 16m by 2026 within
the pastry and shortbread segment by using the client’s web analytics software;
the information is used to determine the most successful strategies for business
expansion.
The study insights will facilitate planning and decision making in Dean of Huntly
to support its growing interest of expanding pastry marketing and distribution
within the UK and abroad.
B. Current Data Sources
Include here some information about the current sources of data available from
your client. Include these in the table below:
Data Source
(email list, web
analytics,
social media
insights)
Details of Data
(specific, general,
new customers, web
analytics)
Current Uses for
this Data
Potential Uses for
this Data
Web
Analytics
Possible to
gather general
and also very
specific
information
regarding both
new and
returning visitors
(Ryan 2009)
- Track the popularity
of the brand.
- Get and overview of
the sales and the
campaigns
effectiveness
-
Social media Possible to - Observe the level of - Data mining tools

insight gather
information
regarding new
and exisiting
visitors in
regards to:
engagement,
loyalty, audience
demographics,
post reach etc.
engagement of the
posts.
- Observe the brand
popularity over
time.
could be used. This
could be used to
discover useful
patterns in data
and fine tune
content strategies
and targeting.
Email list Possible gather
specific
information
regarding email
delivery, bounce
rates and
opening rates
(Ryan 2016).
- Obtain marketing
information
- Trial of products
and its campaigns.
- Use CRM tools in
order to fine tune
Dean of Huntly’s
email offering and
align it with its
purchase history
(Ryan 2016)
- -
C. Data and Analytics SWOT
Conduct a SWOT analysis of the client, focusing on their current use of data and
analytics, to understand internal strengths and weaknesses, and external
opportunities and threats. Remember to include references and justification for
your points e.g. if you think they utilise customer email data poorly, why is this?
And can you find an industry/ academic source that confirm this?
Strengths
- Dean’s of Huntly has highly successful at
the Go To Market strategies for their
Weaknesses
- It is lacking in a proper financial planning
and not able to use the cash in efficient

product.
- Its food is relatively successful and
execution of the new project that generate a
good return on the capital expenditure
through building a new revenue streams.
- Dean’s food has build an expertise at
entering in new market and make them
successful.
manner.
- This company is not able to face
competition in that industry in term of the
innovation
- Its unique selling proposition and
positioning is not clearly define that may
lead attacks in chosen segment by
competitors.
Opportunities
- It can attract new customer through online
channel.
- New taxation policy in favorable for Dean’s
of Huntly to increase its profitability
- Market development lead to a dilution of
the competitor’s benefits and respective
enterprise to enhance its competiveness.
Threats
- Growing strength of the local distributor on
some market is a threat.
- New environment regulation of Paris
agreement is a threat to its certain existing
product.
- Shortage of skilled workforce within some
global market depict a big threat in profit
growth
D. Target Audience Definition
This is an important stage as it will inform your strategy. Have a look at any data
that’s been made available to you from the client about their current customers.
Have a look at demographic information for the area that they’re working in, and
the type of people you think they are trying to reach.
Once you have identified the most suitable target audience create ONE suitable
persona in the table below whom you can focus your later strategy towards.
Remember to be as specific as possible within this table, as it will help inform
your later decision making.

Persona
Demographics
(Name, Age,
Gender,
Location)
Digital Habits
(Social media, local
interest groups /
forums, blogs, news)
Motivations, Goals
and Needs
What we want to
deliver?
John Smith
30 – 35 year old
Business service
executive
Income:
Above £30 500
Location:
England
- Know about
product’s
information through
social media
( Facebook, You
tube)
- Videos, Blog Post
-
- goal oriented at work.
- Careful with the
foods and is
maintains a healthy
weight.
- Motivations:
objetcive oriented
personality.
Personal growth
devotee and likes
charming co-working
a group player.
Needs:
Prefers fruit pastry
and shortbread with a
minimal calories,
- Buy shortbread and
pastry himself in the
stores for a quick
and healthy
breakfast every
morning.
- Conscious for the
health.
-
E. Competitor Analysis
Using 3rd party tools available, gather as much data as possible to create an
informed competitor analysis for the client based on the RACE Framework:
Criteria Competitor 1 Competitor 2
Business Mimis bake house Tray Bakes and more

Name
URL https://
mimisbakehouse.com
https://
traybakesandmore.com
Reach
Think about
the following:
- Pageviews
- SEO
keywords
- SERP
visibility
- Regional
visibility
- Domain and
Page
Authority
Page visits: 48.8k
Unique visitors: 39k
Top 5 SEO keywords:
mimis bakehouse
afternoon tea
mimis bakehouse
edinburgh
mimis bakehouse tea
edinburgh
mimi'sedinburgh
mimiscorstorphine menu
Page Authority: 39/100
Domain authority: 48/100
SERP visibility:
Regional Visibility:51.8k
(Average)
Page views: 12.9k
Unique visitors:12.9k
Top 5 SEO keywords:
mars bar tray bake
no bake tray bakes
recipes uk
snowball bun recipe
northern ireland
germanbuscuit
what is flakemeal
Page Authority: 40/100
Domain Authority: 31/100
SERP visibility:
Domain Authority:
Regional
Visibility:184.1k(Very Good)
Act
Think about
the following:
- Time on
page
- Key content
pages
- Mobile
optimization
Time on Page: 04:47
Pages per visit: 4.3
Bounce rate: 57.19%
AVG visit Duration: 04:47
Mobile Optimization:
According to Google Mobile
friendliness test, this
website is mobile friendly.
So the website offers
mobile optimization.
Time on Page: 02:19
Pages per visit: 3.2
Bounce rate: 52.24%
AVG visit Duration: 02:19
Mobile Optimization:
According to Google Mobile
friendliness test, this
website is mobile friendly.
So the website offers mobile
optimization.

Website Speed:
Mobile – 2.7
seconds(Excellent)
Desktop – 2.6
seconds(Excellent)
Traffic Sources:
Channel Overview:
Direct: 26.1k
Referrals: 404
Organic Search: 21.3k
Social: 987
Paid: N/A
Traffic by top two countries:
UK: 47.1k
USA:1.2k
Social Traffic:
Facebook: N/A
Pinterest: N/A
Youtube: N/A
Website Speed:
Mobile: 3.4 seconds (Good)
Desktop: 3.2 seconds(Good)
Traffic Sources:
Channel Overview:
Direct:3.8k
Referrals: N/A
Organic Search: 5.8k
Social: 3.3k
Paid: N/A
Traffic by top two countries:
UK: 6.9k
USA:5.3k
Social Traffic:
Facebook: N/A
Pinterest: N/A
Youtube: N/A
Convert
Think about
the following:
- Online sales
- Mailing list
Engage
Think about
the following:
- Social media

followers
- Social media
post
engagement
- Sentiment:
reviews,
ratings
Tools and websites used: SEMRush., Pagespeed, MOZ Link Explorer
F. Web Analytics Audit
Google analytics is a powerful tool for measuring the successes of
your website, marketing effort and knowing which source of
campaigns are most effective. (Reference)
Audience
A new visitor is a person who comes to your site on a device that
has not been cookied before. While a returning visitor is someone
that has come before on the device they are currently using and had
been cookied before.
From fig() Only 16.5% of the visitors are returning visitors. As it is common that
people do not make purchase on the first visit. It would be important to bring
back first timers through mediums like remarketing campaigns (Chaffey and
Ellis-Chadwick 2019)

Fig Audience Overview
About 76.01% of the visitors speak English fig() and 82% 82.46% live in the
United Kingdom fig()
Fig. Language
Fig 3 Location.
Fig City

In the demographic report, female make up 61.1% of our users while male make
up 38.9%. Also in fig() the age group with the highest number of users at 20.62%
are 45-54 years.
Fig Demographic overview
The age group that has the highest e-commerce conversion rate is 45-54
followed by 18 – 24 as seen in fig(). They both have the highest revenue and
transactions.

Fig Conversion rate.
Also in the age group of 45-54, 49.14% of new visitors resulted in an e-
commerce transaction. This is close to the returning visitors which were at
50.86% fig()
Fig New and returning visitors
We can see the ration in the New and returning visitor is almost on
par; bounce rate, page per session, transaction and even
conversion, but we might expect the bounce rate to be a bit lower
for returning visitors.
Also in the E-commerce conversion rate, it is typical that conversion
rate of returning visitors is at least 5 - 10 times what a new visitor
should be. This is because when people come into the site, it is that
typical awareness stage, then becomes consideration and all the
way through the purchase funnel or the decision process. That is

why remarketing is key, marketing through multiple channels,
getting people to opt into your email list, sign up on social medial,
all these things to hit them further down the decision cycle and of
course, give them value. This helps to get visitors who converted
considerable to even come back at higher numbers, following on
social media and we start showing them targeting ads and bringing
them back to the site and we will see a successful returning visitor
conversion rate.
Fig Engagement
In fig() we can see that most of our visitors stay for 0 – 10 seconds
on website which goes to suggest that there could be improvement
in making the website content more engaging (Perkins 2014).
Acquisition
Our direct search traffic is about 36%, These are people who type our
website directly into a browser or through a browser bookmark or
any unrecognisable traffic source. Analyzing your website data is a good
practice so that you can know how well your website is performing. This is
especially true when you’re working on maybe SEO in the background, as ideally,

the more SEOs you do, the more traffic you should be generating. Overtime you
should see an increase in your traffic chart, and not a decline, and if you do spot
a decline in your traffic chart, then it's something you need to be aware of, and
address as a business.
Channel overview
Organic search accounts for a better e-commerce conversion rate than Direct
searches, also at a healthier bounce rate of 39.92%.
Knowing the pages that are responsible for the most direct traffic is
important as we can optimise those pages for better user
engagement.
In fig() we can see the landing page is responsible for 28.50% of our
direct traffic, and doing well with regards to bounce rate at 58.03%
against an average bounce rate of 63.25%.