Friendture: Omnichannel Marketing and Sales Channel Strategy Analysis

This report provides an analysis of Friendture's omnichannel marketing and sales strategy, focusing on its approach to promoting travel and local interest-based products. The strategy involves utilizing various media channels to deliver an integrated message to the target audience, primarily travelers and expats in the Middle East. The sales model addresses the information gap regarding costs, safety, and navigation in specific localities. The CRM model emphasizes gathering customer preferences and providing information about local communities and events. Key performance indicators (KPIs) include improved customer interaction, increased app ratings, website traffic, and revenue growth. The execution plan involves advertising through multiple media channels, optimizing customer experience, and using Arabic and English languages. Potential challenges include lack of customer interest, regional conflicts, language barriers, and low internet penetration in certain areas. Desklib offers this report along with a wealth of study resources, including past papers and solved assignments, to support students in their academic endeavors.

FRIENDTURE:
MARKETING AND
SALES CHANNEL

Omnichannel Strategy
• The company being considered for the strategy formation in
Friendture
• The company undertakes a significantly effective omnichannel
strategy to promote their travel and local interest based products
• The focus is on helping travelers and other interested people in
various localities to meet communities with similar interest and also
attend specific events of local interest (Bai and Sarkis 2014)
• Several media channels will be used in order to provide an
integrated message to the target audiences
• The strategy will be using various different media channels to
provide a single optimized message to audience

Description of sales model
• The company will try to attract the travelers and expats mainly in the Middle East
• The sales model identifies a gap
• The identified gap is that there is a lack of information in regards to the cost and
expenditures, safety and navigational elements in a given locality
• The app will target people that need to engage with the communities and event in the
places they are or are going to

Description of CRM model
• Firstly, information in regards to the
customer preferences are to be
gathered.
• Secondly, the business
methodology will be set. In this
case the company will focus on
providing information in regards to
the local communities, events and
other essentials to the customers
(Hossain et al. 2017)
• Thirdly, the key performance
indicators will be selected
subsequently after proper
evaluation of the previous plans.

Expected results and KPIs
• Customers get better interactive features within the app and website
• The ratings of the app increases and the popularity of Friendture goes up
• Increase in website and app traffic
• Increase in revenue
• Growth of the website in terms of localities and destinations covered

Execution Plan
• The execution plan will be to advertise the product through all the possible media channels
• Customer experience will be optimized through better integration of various media with the app
(Piotrowicz and Cuthbertson 2014)
• Television, radio and all other media channels will be used
• The app will be promoted through banners and hoardings at special places of interest in the Middle
East region
• The language used will be predominantly Arabic and English

Possible Challenges
• Lack of interest among the customer base
• The growing environment of conflict in the Middle East and MENA
regions
• Language issues
• Low internet penetration at certain areas

References
• Bai, C. and Sarkis, J., 2014. Determining and applying sustainable supplier key
performance indicators. Supply Chain Management: An International Journal, 19(3),
pp.275-291.
• Hossain, T.M.T., Akter, S., Kattiyapornpong, U. and Wamba, S.F., 2017. The Impact of
Integration Quality on Customer Equity in Data Driven Omnichannel Services
Marketing. Procedia Computer Science, 121, pp.784-790.
• Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce, 18(4), pp.5-16.
• Verhoef, P.C., Kannan, P.K. and Inman, J.J., 2015. From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), pp.174-181.
• Zigurat Innovation and Technology Business School. (2018). Digital Business School -
Transform the way you do business - ZIGURAT. [online] Available at: https://www.e-
zigurat.com/digital/