Marshfield Bakery Internet Marketing and Online Presence Report

This report analyzes internet marketing strategies for Marshfield Bakery, a UK-based bakery, focusing on enhancing its online presence and expanding market reach. The report assesses the current internet presence of the organization, its use of online channels, and CRM strategies. Employing a secondary research methodology, the report evaluates various aspects of online marketing, including the B2C e-commerce model and cloud computing techniques. The findings indicate that while Marshfield Bakery has a basic website, it lacks comprehensive social media marketing strategies. Recommendations include adopting key social media strategies to improve brand awareness, target customers effectively, and drive sales through platforms like Instagram, Facebook, and Twitter. The report also suggests leveraging big data analytics and data visualization to enhance the brand's digital marketing presence and competitive advantage. This student-contributed assignment is available on Desklib, where students can find a wealth of study resources.

Consultancy Report Template
Client Marshfield bakery
University and Unit
name
Student Name and
ID
Your name and ID number goes here
Executive
summary
(max ½ page)1
Internet marketing has completely transformed the present process of
promotional activities in organisation. It becomes important for
organisation to identify the changing trends in terms of various digital
marketing solutions that are required to be adopted so that they are
able to survive in long term. In present report it is founded out that
internet marketing is going to assist in the process of expanding the
market share, reaching large number of customers at a particular point
of time and higher customer engagement. In context of small business
social media marketing has complete transformed the process of
internet marketing that is required for maximization of present online
presence.
Project background and Objectives
In the present report there is analysis of the aspects of internet marketing. It is based on the
the way small business are implementing aspects of online marketing and digital presence
that is helping them in the process of expanding their business. For this purpose there is
detailed evaluation of the different aspects associated with online marketing (Hollensen Kotler,
and Opresnik, 2017). Present report is based on analysing the different aspects of Internet
marketing for Marshfield bakery that is located in Chippenham UK and is part OF tortilla
manufacturing industry and bakeries. It has 82 employees and is generating 6.75$ sales in
USD. There are 965 brands that are part of Marshfield bakery limited corporate family
(MARSHFIELD BAKERY LIMITED, 2020).
Objective:
The main objective of present report is to make analysis of the internet presence of the
selected organisation, use of various online channels, there is also analysis of the insights of
present CRM strategies (Sharma, 2018) .
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Methodology
In this section you need to discuss, how you collected the relevant data and how you
analysed it. What steps were taken (this is different from the objectives)
There are different types of methodologies that are part of research work as mentioned
below:
Primary method: It is the first hand collected information. It is generally collected from
various identified sources that includes interview's observation, experiments, surveys.
Secondary method: In this method there is collection of relevant information and data from
the existing and secondary sources. In present report there is use of secondary method of
collecting information. It helps in the process of having sufficient information which can assist
in the process of achieving the overall objective of the report.
Qualitative analysis: Qualitative analysis is concern with analysis of the information that
cannot be quantified. It is about understanding of certain phenomenon and further making its
analysis.
Theories and frameworks related to the management of e-business
The use of communication and internet technologies have increased dramatically in last two decades.
There is use of internet & other related technologies that is having a significant impact on the way
businesses are operating. There are mainly two types of theoretical frameworks as mention below:
Conceptual framework:
It is a analytical technique which is adopted for getting knowledge of set of phenomenon, there are
numerous applications for various domains of work. It is a visual representation (Hua, 2019).
Organisation are developing sustainable and successful digital business model, in Marshfield bakery
the organisation I presently using business to consumer e commerce model:
B2C is a model in which organisation is marketing its products & services directly to their end users. It
is commencing when a company markets its products and services by use of e commerce activities.
There is direct selling which is common model that is customers are ordering directly through the
website.
In Marshfield bakery, the organisation is focussing on using digitally enlightened layer of technology
to delight customers and meet their business needs, cloud computing technique: It is a technique which
is used that helps organisation in having quick access to software, data and capabilities. It helps in
having proper transformation. Cloud also offers fundamental changes in way disruptive technology is
implemented by business organisations like Marshfield bakery to have adequate internet presence in
order to attract their target segment of customers.
Research / analysis results
In this section you need to highlight what have you found in relation to the business’s internet
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marking? Indicate key points such as comments on online presence, social media statistics,
website design etc.
Marshfield bakery is receiving support from manufacturing advisory services that is leading to
turnover of 700k pounds to 2 million pounds in a time period of three years. They have
created 22 new jobs and there is launching of 13 new products that is creating 155 percent
enhancement in their turnover.
As per views of Mccoy (2021), social media marketing is about reaching to the target
audience at right time and right place. Mccoy have argued that internet marketing is
associated with enhancing the sales through such digital channels. Internet marketing is a
area that covers wide range of marketing avenues and strategies. It is based on search
engines, blog articles, social media posts that is focussed delivering content. Business are
able to target their audiences with accuracy and useful information.
Social media is a a term that is used for connecting with audiences for building brand, driving
of web traffic and enhancement of sales that can lead to engagement with followers and
analysis of results (Yusfiarto and Pambekti, 2019). Presently in context with Marshfield bakery
the brand is having its own official website where customers can place their orders and this is
mere internet presence . But when calculated in terms of promotional strategies there is no
existence of as such any type of online marketing strategies which is focussed by brand.
There is CRM aspect adherence to achieve suitable growth by timely review of product lines
and focussing on adherence to all safety and food aspects for the brand.
In terms of online presence of Marshfield bakery there is official website that includes all the
associated information of the products offered and the detail overview of the bakery (Simões,,
Barbosa and Filipe, 2018). Customers can also use direct contact links but while in promotional
and marketing strategies this brand is not enough market visibility or presence which can help
them in influencing their target segment of customers in long run.
On the other hand Ghauru (2021), argues that Internet marketing is very important for
enhancing the present customer management and engagement which has a positive
influence on the overall internet marketing capabilities. It results into positive impact on the
capabilities of internet marketing and generation of entrepreneurial behaviours in
internationalization that mediates relationship between markets (Akhmetova, Turginbayeva and
Shurenov, 2018). In context of small business like Marshfield bakery string internet presence is
essentially required so that brand is able to attain the required competitive advantage in long
term.
Recommended actions
Here you need to provide practical recommendations of what are company can do in order to
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improve their internet marking and online presence.
In this section you need to highlight what have you found in relation to the business’s internet
marking?. Indicate key points such as comments on online presence, social media statistics,
website design etc.
This is an essential part of the report. Recommendation should be in a form of “actions to be
taken” by the company
From the above collected information there is analysis and based on it some of the
recommendation that are drawn in terms of actions to be taken for improving the presence on
various online platforms as mentioned below:
 it is recommended that presently Marshfield bakery is not having enough social media
marketing strategies that is leading to limiting their present online presence. For this
purpose there can be focus on use of key social media marketing strategies which can
help in the process of improving the process of brand awareness.
 There can be adoption of social media marketing strategies which can be focussed to
improve the process of approaching their target segment of customers by review of
their existing product (Bala and Verma, 2018) .
 It is suggested that Marshfield bakery can focus on using social media marketing as
one of the most powerful ways of enhancing the business size to reach to prospective
customers. For this purpose various different platforms like Instagram, Facebook,
twitter can be used for creation of brand advocate and further driving of sales (Eroles,
2021).
 It is mainly associated with campaign where customers are asked to participate so that
there can be enhancement in the present website traffic, building of conversions,
creation of brand identity and there will be positive brand association. There will be
sharing of blog content and site by creation of more followers.
 It is suggested that in context of Marshfield bakery the digital marketing presence of
this brand can be enhanced and improved by focussing on techniques of big data
analytics, data visualisation and the main purpose for which data techniques are to be
used. This e commerce method can be very helpful in the process of dealing with the
aspects of big data.
Reference
Yusfiarto, R. and Pambekti, G.T., 2019. Do internet marketing factors with islamic values improve
sme performance?. Journal of Islamic Monetary Economics and Finance, 5(4), pp.807-828.
Akhmetova, Z.B., Turginbayeva, A.N. and Shurenov, N.B., 2018. Development of internet
marketing in the EAEU countries. RUDN Journal of Economics, 26(2), pp.175-185.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A
Critical Review of Digital Marketing. International Journal of Management, IT &
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Engineering, 8(10), pp.321-339.
i Eroles, J.L.D.G., 2021. Internet marketing 2.0. Reverte.
Sharma, A., 2018. Research on Digital Marketing Trends & Utilization. International Journal of
Research and Analytical Reviews, 5(2), pp.1263-1270.
Hollensen, S., Kotler, P. and Opresnik, M.O., 2017. Social media marketing: a practitioner guide.
Opresnik Management Consulting.
Simões, D., Barbosa, B. and Filipe, S. eds., 2018. Smart Marketing with the Internet of Things. IGI
Global.
Hua, H., 2019. Mobile marketing management: Case studies from successful practices. CRC Press.
Online:
What is Internet Marketing? Your Guide to Today’s Online Marketing, 2020 [online], Available
through<https://www.searchenginejournal.com/internet-marketing/230047/#close>
The influence of internet marketing capabilities on international market performance, 2020 [online],
Available through<https://www.emerald.com/insight/content/doi/10.1108/IMR-04-2018-0146/full/html
MARSHFIELD BAKERY LIMITED, 2020 [online], Available through<https://www.dnb.com/business-
directory/company-profiles.marshfield_bakery_limited.454432f1842bea751b28bd231e08b146.html>
Record of Activity
In this section, you have to provide
a breakdown of all the activities
undertaken by you. Indicate what
was done at various points in time.
Think about different sections of the
report, breakdown different task
within each of the sections.
Complete the table below, include
more rows and columns as
necessary
Date Hours
spent
Summary of work/ Activity undertaken
01/12/21 4 hours Setting up of objectives of the report
10/12/21 5 hours Analysing various methods and sources from where information
can be collected. In present report there is identification of
secondary sources which can help in process of having sufficient
information base.
20/12/21 10 hours There is selection of qualitative methodology and secondary
basis of having sufficient information base.
22/12/21 3 hours Reaching to relevant conclusions, development of suitable
recommendations for the organizational in long run.
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Print name
Signed
Date
* Note: Guidance text is provided in RED under each heading.
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