Radical Storage: A Comprehensive Digital Strategy Plan for France

This report provides a comprehensive digital strategy plan for Radical Storage in the French market. It includes a PESTLE analysis outlining the political, economic, social, technological, environmental, and legal factors influencing the market. Consumer insights are presented through four buyer personas, offering a detailed understanding of the target audience. A competitor analysis identifies key players and alternatives in the luggage storage network. The report further develops a digital marketing strategy with SMART objectives, tactics, and tools, including social media platforms like Facebook, Instagram, and YouTube, along with email marketing. Key metrics for measuring success are discussed, and the costs associated with the strategy are considered, emphasizing the importance of technological investments. The conclusion highlights the significance of digital strategy planning for achieving organizational objectives and maintaining a competitive edge.

Digital Strategy Plan

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
PESTLE analysis of the French market .....................................................................................4
Four buyer persona......................................................................................................................6
Competitor analysis on the French market..................................................................................7
Develop a marketing strategy......................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
A digital strategy is basically refers to the written plan which clarifies the online goals
which help in terms of putting the right technology and processes which is into place in order to
achieve goals. Digital strategy plan is important because it could easily under estimate the
demand for the digital services. Digital strategy has their own significance which help in terms of
outlining and creating a clear path towards the strategic goals. In the present report, French
market for radical storage is taken into consideration(Al Blooshi, and Mishra., 2022).The present
report will cover discussion about PESTLE analysis of the French market, consumer insights
and four buyer personas. The report also consist of the competitor analysis on the French market
in order to enrich the data. Moreover, the report will cover discussion about development of
digital marketing strategy which includes SMART objectives, tactics and tools and also about
the costs of the strategy.
MAIN BODY
PESTLE analysis of the French market
 Political Factors: France is a country which is developed where environment at political
level is very stable where there is no political crisi, trouble, no conflict, no war that is a
good factor which can attract new business investors as well. For setting a business into
France country needs lots of capital from investors and there are certain territories in
France where government has fixed the limit of investment that is 1500 000 Euros for
enterprises at foreign level. Government has also made fixed for business people of
France to pay tax into the manadatory form. France government have no control over the
religion or culture so that there is no policy that is stated through the government in order
to restrict any new entry of business that is not matching up with the population belief of
French.
 Economic Factors: The economic situation is related to many factors like intereset
rates, inflation, per capita income, gross domestic product of any country and per capita
income as well(Borges., and et. al., 2021). The real growth rate of GDP of France has
increased from 0.3% to 8% that revealts about the best situation of pays at economic
level. It basically shows about GDP per capita of Franc which is of standard position
which also showcaseses about the best situation of the county on economic level.

The rate of unemployment has also enhanced from 7.4% to 9.7% and considers all the
parameters that seems about the position in France at ecnomic level in order to set up a business.
 Social Factors: The age structure of France population is around zero to four years
which is of 18.5%, 15 to 64 years is of 65% and sixty five years above have 16.5%. The
expectancy rate of life of France male is about the average of 77 years and age if female
is around 84 years(Bresciani., and et. al., 2021). The rate of literacy of France has around
99% of the full population. There are two kind of languages which has been spoken by
the people such as Catalan and French. French people also shares the food passion which
is very famou for cuisine, wines and cheese as well.
 Technological Factors: France is a country which has an excellent technological and
scientific environment as well(Waspodo, and Rakhmawati., 2021). It is strongest powr of
industry at fourthe level who is leader of world into the context of trachnology space in
nuclear energy, computer engineering and protection of environment as well. The
industrial growth and technological parameter has financial assistance through the
government that support into the context of enhancing level of living of people.
 Environmental Factors: In France country, the major forest cover is around 30.3% of
land. France is a country which is on the first position who has different or separate
environmental minsiter and it has been ranked 17 for emission of carbon dioxide. It
holds 7 the rank and for France EPI score is around 78.2. It is a country who imposed
carbon tax as well which has contribution around 4.5 billion Euros on the yealy basis.
 Legal Factors: There are certain laws which has been set by the country which includes
employment laws, taxation, subsidy policy and the labour code as well(Eller., and et. al.,
2020). So these are the laws which has been set by the country for their further growth
and development as well.

In context to Radical Storage, which is a company that lets consumer store their luggage
in more than twenty thousand storage points in more than fifty countries on the world wide basis.
France is a country where customers can easily store their luggage without any kind of safety
issues because it is a country which is very strong in terms of their laws and also a very strong
politically stable country as well. From the perspective of consumer insights, France is a country
which is very strong in terms of economic manner and people also earn on a very higher
scale(Haller, and Louis., 2021).As it is a very sound country in terms of financial aspect due to
which consumer can trust into the country on a very high pace manner. From the point of view of
consumers, it is the best option for consumers to keep their luggage into secure form.
Four buyer persona
Name Alexa
Occupation Financial Advisor
Hobbies Meeting with new people, watching news
channels, reading books
Income £30,000 to £45,000
Name James
Occupation Marketing Manager
Hobbies Dealing into stock market, Playing basket ball
Income £38,204 per year
Name David
Occupation Teacher
Hobbies Reading books and playing chess
Income £26,948 to £42,780

Name Harry
Occupation Engineer
Hobbies Playing video games and cooking
Income £48,000 gross per year
Competitor analysis on the French market
Competitor analysis refers to the process of finding out competitors within the industry
and having researh on dissimilar strategies of marketing. It is the information which can be used
into the context of of idetifying weaknesses and strenghts that is relative to every competitor.
There are some alternatives and competitors which are available into the market which includes
travel local, traffic cast, trip admit and time shifter as well (Mastromartino, and Naraine., 2021).
They have other competitors as well into this French market which includes Nanny bag, Vertoe,
Stasher and Luggage hero. Within the French market, there are lots of competitors and also have
the alternatives in terms of luggage storage network. As it is a very sound country in terms of
economical manner so they can easily create or found new companies into this stream. As they
are also very innovative in terms of creating new alternatives of products and services so there
are higher chances of competition into this market.
Develop a marketing strategy
For setting SMART objectives, it is very important that to be very specific, measurable,
achievable, relevant and time bound as well. In context to French market of Radical storage, it
has been observed that they have to set objective into specific manner in order to keep the
luggage of consumers into secure form. This objective can be measured through how many
number of bags have been secured on the daily basis (Özsungur., 2021). The objective should be
set into realistic manner that they can achieve it on the daily basis and they have to focus on
those customers who are frequent fliers and company has to specify the period of time that for
many hours, days and weeks they are going to keep luggage into secure and safety manner.
Overarching Strategy with support of TOWS analysis: This is the strategy which refers to the
highest guide to the activity which should be clear and simple sentence that anyone can

understand. It is the step which help in terms of recognising the value of an overarching strategy
for communicating the overall plan.
Internal Factors
External Factors
Weakness
 Engagement on social
media platforms
 Insurance cover of
luggage is low as
compared to their
competitors
 Website does not make
clear details
Strength
 Facebook page
 Radical storage is a
company which has
better bounce rate as
compared to their
competitors
Threats
 High competition with
famous brands into
market
 Low flexibility in terms
of price
WT
 Add more value to
website
 Re targeting to existing
consumers or audience
ST
 Utilise SEO to drive
more traffic to website
 For building Facebook
page social media
marketing is essential
Opportunities
 Instagram users in
France country
corresponds to target
audience
 Increment in terms of
WO
 Increase engagement
on the platform of
Instagram
 Use of strategies of
social media marketing
SO
 CTA to drive traffic to
webpage
 Use of paid media on
Facebook to target
potential audience

domestic travelling in
France
which will appeal to
the target audience
Tactics and tools used by the radical storage
There are certain tools and tactics which has been used by the radical storage in order to
create its strong brand image into the market(Pelser, and Gaffley., 2020). Radical storage can use
social media platforms in order to promote their company into positive manner. They can create
short ads through which people have awareness about their brand and they can make their
Facebook page more attractive so that they can attract large number of customers from different
countries as well(Pierce, and Sherman., 2020).They can also email to different kind of
customers, associated people and other contacts, links in order to create strong brand image into
market. Email is also the best way in order to grab the attention of people because everybody is
on the habit of at least checking their mails as well. In this manner, with support of Instagram,
Facebook and You Tube company can grab attention of people on larger scale. This is the main
tactic of radical storage in order to build their strong brand image into market.
Key Metrics: These are the initiatives at tactical level where the web team and individual
identify for the website. It basically refers to the kind of actions of visitors that helps an
organisation in order to reach towards their objectives, goals whether it is generation of lead,
digital engagement and customer satisfaction (Scheepers., Lacity, and Willcocks., 2018). These
key metrics also known as the key performance indicators. It can be measured through that how
many people are visiting to the website and how many people are clicking on the link which is
available on the online basis. In this manner, company's position can be evaluated into market
into positive manner.
Costs of the strategy: In context to radical storage, it has been observed that the cost which has
been incurred into strategy depends on this factor that how much it is technologically driven or

what are the fields where costs has been incurred in order to fulfil requirements of the
business(Usmanovich Burkhanov and Mansur qizi Eshmamatova., 2021).In this manner, costing
of strategies has been decided into practical manner.
CONCLUSION
The above stated report concludes that digital strategy plan is very important in order to
achieve objectives of an organisation into positive manner. It has been concluded that every
organisation requires a proper planning in order to achieve success on a larger scale. They have
to analyse the market with support of different frameworks and models as well.
It has been determined that it is important to do competitor analysis into positive manner
so that they can identify their alternatives into smarter manner. An organisation has to make their
strong brand image into the market so that they can stand competitively into the market with the
full confidence level. There are different kinds of tactics and tricks can be used into context of
digital business and they can also track their performance through key performance indicators. It
has been also observed that the strategies which has been used by the organisation which needs
to be cost into positive manner.

REFERENCES
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