Social Media Marketing Strategies and Analysis for SMEs

This report examines the application of social media marketing within Small and Medium Enterprises (SMEs), covering retail, service, and fashion sectors. It explores marketing strategies and tools, including Facebook and Instagram, used by companies like RH Amar, Airdri, Baglioni Hotel London, Get Baking, Vanca, and Cruise Planners. The report incorporates marketing frameworks like SWOT, TOWS, and PESTLE analyses to evaluate strengths, weaknesses, opportunities, threats, and external factors impacting business performance. It also touches upon word-of-mouth marketing and concludes with recommendations for SMEs to leverage digital marketing and social media for enhanced product and service promotion. The report emphasizes the importance of social media in connecting with consumers and expanding business reach.

Social media
marketing in SMEs

Table of Content
• Introduction
• Retail and manufacturing
• Service and Online
• Fashion and Franchise
 SWOT Analysis
• TOWS
• PESTEL
• Conclusion
• References

Retail and manufacturing
Retail is the process of selling consumers goods or services to
consumers through multinational channels of distribution so
that company can earn profits (About RH Amar, 2019). The
retail sector involves all shops that sell goods to the ultimate
consumers, who buy them for personal & not for business use.

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For the purpose of marketing, organisations has to spent more
money and they have to prepare a separate budget for the
promotion of products (Brouthers, Nakos, and Dimitratos,
2015). As an example, RH Amar and Airdri both are using
social media marketing in order to promote its business at
large level. In this regard both companies use Facebook
because it has wider range and it very popular social
networking site which is used by the individuals across the
world

Service and Online
As the service sector produces intangible goods and it involves
different types of services such as: transportation, investment,
health care, entertainment, technical services etc. In the year
2017 the service sector has accounted for 79 percent of total
UK economic output and services accounted for 83 percentage
of workforce jobs in September 2018 (Ionita, 2012).

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As social media marketing has been used by Baglioni Hotel
London and Get Baking in order to promote the business. For
that purpose the marketing manager of these companies use
Instagram as a social media tool (Kasemsap, 2018. ). In this
regard they upload the videos, pictures, prices of different
food products so that it is easy for the consumers to know
about the different types of products and facilities which are
provided by the corporations

Fashion and Franchise
As fashion is a popular aesthetic expression in a certain time &
context, especially in clothing, lifestyle, footwear, accessories,
make-up, hairstyle etc. As the fashion is continuously changes
over a period of time as because taste, preference, likes and
demands of consumers has changed over a period of time
(Cheng and Liu, 2017).

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As social media marketing is useful for the organisation so that it
can use it as a marketing tool and that is beneficial as a
promotional tool (Lamberton, C. and Stephen, A.T., 2016). As
Vanca company and Cruise Planners can use social media
marketing so that it can expand its business and attract more
number of consumers across the nation.

Four P’s of marketing
Airdri RH Amar
Product Company offer designer hand
dryer (About Airdri, 2019).
The company is leading food
importer & distributor of UK
Prices In order to attract large
number of customer they offer
very decent price for its hand
dryer that increase sales
volume.
Due to availability of huge
finished stock company offer
various discount offer for their
existing customer so their
basic needs are fulfilled.

SWOT Analysis
SWOT Analysis is considered as the business analysis procedures which
assures that aims for a project are clarify as well as that factors connected
with project are appropriately identified. It includes strengths,
weaknesses, opportunities and threats. So, this help Airdri to know their
strengths and weaknesses as well as overcome from the challenges
 Strengths
 Weaknesses
 Opportunities
 Threats.

TOWS
This is considered as the tool to examine produce, compare and chose
the strategies of the business to accomplish the whole objectives of
the firm like higher sales,maximised profits and many more. It obey
the roots of SWOT analysis and concentrate on strategy generations
and selection. So, four strategies of TOWS are mentioned below:
 Strength/Opportunities(SO)
 Weaknesses/Opportunities(WO)
 Strength/ Threats(ST)
 Weaknesses/ Threats(WT)

PESTLE ANALYSIS
This is considered as the framework that is applied to examine as well
as monitor the external factors which may have a pre-identified
effect upon firm's performance. PESTLE analysis is performed by
the Airdri to know about their external factors impact on business
are mentioned below:
 Political factors
 Economic factors
 Social factors
 Technological factors
 Environmental factors