Digital Marketing Analysis and Strategies for Kelowna Cabs

This report provides a comprehensive analysis of the digital marketing strategies employed by Kelowna Cabs, a transportation company based in Kelowna, BC, Canada. The report begins with an introduction to the company, highlighting its history and services. A PESTEL analysis is then conducted to examine the political, economic, social, technological, legal, and environmental factors influencing the company's operations and marketing efforts. The report then assesses the company's website, including its SEO optimization, domain name, and purpose. Customer segmentation is explored, considering geographic, demographic, psychographic, and behavioral aspects of their target market. A competitive analysis compares Kelowna Cabs with its rivals, such as Uber and BC Taxi, evaluating their website performance based on various criteria. The website assessment includes an on-page SEO analysis, technical analysis, and keyword analysis. Finally, the report concludes with a summary of findings and recommendations for improving Kelowna Cabs' digital marketing strategies and achieving its business objectives.

Running head: DIGITAL MARKETING
Digital marketing
Name of the student
Name of the university
Student ID
Author note
Table of Contents

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DIGITAL MARKETING
Introduction......................................................................................................................................2
PESTEL analysis.............................................................................................................................2
Company website.............................................................................................................................3
Figure 1. Kelowna...........................................................................................................................4
Customer segmentation...................................................................................................................5
Competative analysis.......................................................................................................................6
Website Assessment- Defined.........................................................................................................6
Website Assessment- Applied.........................................................................................................7
Conclusion.......................................................................................................................................8
Bibilography....................................................................................................................................9

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Introduction
Kelowna Cabs with the headquarters in Kelowna, BC, Canada. The company was
established in 1981 Presently it is growing with the several changes. It is a family based
transportation business. It has all the necessary services to make sure that individual can focus on
the experience in the valley.
Considering its strengths of the company, Kelowna cabs has the largest fleet of 73 clean,
well kept and updated cars in the Okanagan Valley. Currently it has 49 employees across of its
location. The company’s fleet is consistently updating from the larger cars to Camrys, Corollas,
Impalas and Intrepids to keep the valley green. They also provide hybrid taxi.
The company completely belongs to the tourism industry.
Kelowna is currently operating in Okanagan valley, columbia
PESTEL analysis
The analysis PESTEL (Song, Sun & Jin, 2017) framework are detailed below:
Political Economic
Derivative impacts of regulations and policies
on tourism platrform and relative marketing
actions
Awareness of changing information, economic
growth rates and income levels.
Social Technological
Lifestyle change Keeping pace with rise of various social media
platform
Leagal Environmental

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Fluctuating nature of guidelines Environmental impact includes packaging and
recycling
Growing number of experience and increased competition in the tourism industries may
hit company’s sells and profitability.
Company website
The compoany is actually developing to optimise internally of their web page for the
users and search engine. Summerizing layout of the website SEO achieves that are common
include optimization of “contents, title tags, internal URLs and internal links”, This is totally
different from the off site SEO (Hoque et al, 2018), optimising for the signals like backlinks. The
on page SEO refers to both of the HTML code (Odeh et al, 2015) and content of a web page can
be optimized (kelownacabs.ca, 2020).
The domain name of the website is https://www.kelownacabs.ca
The purpose of the website is to provide a enhancement of the quality service and to
compliance with the customer in order to fulfil the demand.

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DIGITAL MARKETING
Figure 1. Kelowna.
Customer segmentation
Customer profile

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DIGITAL MARKETING
Due to the dynamic and quick changing lifestyle of the people the company served to all
age people mainly traveller.
the company’s online visitors and the offline or store visitors are same. The online
visitors are most of the internet users who are used to a certain interference elements which they
usually reluctan to adopt the new things just to use the website.
Segmentation
Geographic
Kelowna has segmented its market based on the geographic location, Okanangan Valley
Demographic
It is based on age, gender, income and education (An et al, 2018).
Psychographic
The segmentation is also based on the lifestyle and personality.
Behavioral
It is mainly dependes on the awareness, knowledge and attitude of an consumer
The company wants to establish a direct channels of communication, so it can improve
the service, interaction and ability to book direct.
Web persona

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DIGITAL MARKETING
Ketan Bhatia
Education: MBA, Indian Institute of Management of Indore
1.2 million content views and post
Raghvi Mathur
Education: B.Tech, Jodhpur Institute of Engineering and Technology
113k content views and comments.
Competative analysis
Uber
One of the competitor, it is a part of taxi and limousine service company.
BC Taxi
It is also defined as a top Kelowna’s competitor, servicing cab.
Website Assessment- Defined
The website analysis is based on page analysis, Off page SEO technical analysis and
keyword analysis.
Criteria Weights Description Justification
On page score 5 On page score is one of
the important part
Takes less time
Organic keywords 2 Getting the site by Quickly getting by

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specific keywords Google search
Domain authority 3 Essential part of the
website
Taking less time
Inbound links 1 Hyperlink to the other
site
Specially for
advertisement of other
company
Keywords 4 Search without knowing
the company name
Important to show at top.
Website Assessment- Applied
Website Evaluation Matrix
Scoring matrix
Kelowna
cabs Uber BC taxi
Criteria
Weigh
t
Scor
e
W
S
Scor
e
W
S
Scor
e
W
S
On page score 5 4 20 5 25 3 15
Organic keywords 2 3 6 4 8 1 2
Domain authority 3 2 6 3 9 1 3
Backlinks 1 3 3 5 5 2 2
Keywords 4 2 8 4 16 2 8
Weighted Score 43 63 30
Table 2: Website Evaluation Matrix

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Referred to the above table, it is understandable that in the context of website, the on
page SEO of the site is very important. The score of on page of Kelowna is bit high rather than
BC taxi in our valuation matrix (expertprogrammanagement.com, 2020).
Conclusion
After doing the analysis of the above information it is concluded that Kelowna is
developing SEO, e marketing strategies to achive the company objective for servicing the Best
returns on Investment. Applying the proper strategies the company stood at a competitive and
strong in the market platform.

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Bibilography
Kelowna Cabs. (2020). Retrieved 6 April 2020, from https://www.kelownacabs.ca/
Song, J., Sun, Y., & Jin, L. (2017). PESTEL analysis of the development of the waste-to-energy
incineration industry in China. Renewable and Sustainable Energy Reviews, 80, 276-289.
An, J., Kwak, H., Jung, S. G., Salminen, J., & Jansen, B. J. (2018). Customer segmentation using
online platforms: isolating behavioral and demographic segments for persona creation via
aggregated user data. Social Network Analysis and Mining, 8(1), 54.
Expert Program Management. (2020). Retrieved 1 April 2020, from
https://expertprogrammanagement.com/2017/09/decision-matrix-analysis/
Hoque, M., Alsadoon, A., Maag, A., Prasad, P. W. C., & Elchouemi, A. (2018). Comprehensive
Search Engine Optimization Model for Commercial Websites: Surgeon's Website in
Sydney. JSW, 13(1), 43-56.
Dong, Y. (2015). KeywordVis: Identifying and Analyzing Keywords for Search Engine
Advertising. Retrieved on: Sep, 18, 547-14.
Odeh, A., Elleithy, K., Faezipour, M., & Abdelfattah, E. (2015). Novel Steganography over
HTML Code. In Innovations and Advances in Computing, Informatics, Systems Sciences,
Networking and Engineering (pp. 607-611). Springer, Cham.