University of Chester: TM6024 Digital Marketing Plan for Argos

This report presents a digital marketing plan for Argos, a major UK retailer. It begins with an introduction to digital marketing and an overview of Argos, followed by a situational analysis that includes SWOT and PESTEL analyses to assess the company's internal and external environments. The report then conducts a competitive analysis using Porter's Five Forces. The core of the report outlines a digital marketing strategy, including promotion, goal identification, media campaign planning, and the selection of appropriate digital channels. The report concludes by emphasizing the importance of a well-defined marketing plan for business development and leveraging digital marketing to reach a broader audience.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of digital marketing.....................................................................................................3
Overview of the company............................................................................................................3
Situational analysis: -...................................................................................................................3
Competitive analysis: -................................................................................................................4
Digital marketing strategy: -........................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing refers to the process in which the company and other people put their brand
and company on online platform (De Pelsmacker, Vand Tilburg and Holthof, 2018). The digital
marketing is a way to put the business online and reach to mor audience and in wider context.
Argos are one of the retailers in UK and the company is working in the retail industry. The report
will explain the marketing plan.
MAIN BODY
Marketing plan: -
Overview of digital marketing
Digital marketing process is a very broad term to explain any number of steps used to achieve a
digital strategy in the business. it is a process to curate content, engage with audience, schedule
post and other digital marketing in the market to develop the product and services of the
company.
Overview of the company
Argos one of the retailer Company of UK and a subsidiary of Sainsbury’s. Argos have the
headquarter in Milton Keynes, United Kingdom. the company works in all the retail sectors
including all the retail products and providing fast home deliveries (Chaffey and Smith, 2017).
They are into all the departments of retail sector and providing all the electronics retro, kitchen,
presents, gift, cards etc. Argos was established in 1972 and is named after the Greek city of
Argos.
Situational analysis: -
Situation analysis are the micro and macro analysis then these analysts are very important for the
marketing plan. Situational analysis includes SWOT analysis and pestle analysis.
Swot Analysis: - Sword Analysis referred to Process in which the internal environment factors
are discussed.
Strength:- Strength of Argos other products and services which they are offering to their
customers and maintaining the decorum of quality services with quality product to increase The
business and profits. Argos strength is there low pricing strategy end offers they provide to their
customer.
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Weakness:- The weakness of Argos are the controversies which has happened in the company
like working on Sundays, pricing in the islands has slightly affected the brand name in market
which affect a lot to the business in both the terms as profit and as well as the brand value. The
extremely competitive market is one of the weakness and the limited's market share in the retail
sector of UK is affecting the business of argues.
Opportunities: Opportunities of our goals is too green the online selling of the business and to
develop the online segmentation and including the digital marketing strategies to make sure that
the business rises in the market trend is all about getting on the digital market (Herhausen and
et.al., 2020).
Threats:- Heads of Argos is the international expansion of other brands and increasing of
competition in the market. The price war which is going in the retail chain brands among lots of
branding UK and the government policies which are affecting the retail industry with rules and
regulations.
Pestel analysis
Political: Political factors are those which affect the business in political terms with government
policies and other policies which are affecting the business directly and indirectly.
Economical: Economical factors are like GDP interest rates in the economic conditions of the
country the company working in.
Social: Social factors are the trends of market which company needs to follow to get the best use
of market.
Technological: Technologies are the technologies which company are using in the business to
develop the best of the business activities with latest technologies.
Environmental: environmental factors are those which companies need to follow in helping the
environment and society to develop.
Legal: it is a process in which all the laws and legal things a community to follow including the
labor laws and other laws and legislations of the government.
Competitive analysis: -
Porters 5 force: -
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Competitive rivalry: The rivalry very high as the market is having a lot of competition and the
details that are is increasing day by day lots of new brands in market
Supplier power: the supplier power is medium as the competition is high and supplier are less.
Buyer power: buyer power is medium in the market as there are a lot of brands which are
affecting the business of Argos.
Threat of substitution: Substitution threat is high as there are a lot of choices to the customer in
market due to a lot of other competition in market.
Threat of new entry: New entry threat are low as it requires a lot of money in retail market and
need a lot of variety of product and knowledge to jump in this sector.
Digital marketing strategy: -
Promotion of product and services: - The Argos need to plan the best in the marketing plan
with promotion of activities as it is important to develop the business in best ways so that the
business can get to the best result and more audience get aware about the company product and
services.
Identification of Goals: - it is important for the company to identify the goals of the company so
that they get to know about all the important fact of the company and get to know about more
into the digital factors and digital world (Kannan, 2017).
Audit and plan media campaign: - it is important for the Argos to make a proper plan and a
audit of the marketing cost so that they get to know about the process and about the fund they
required. It is important for them to make the best strategies to increase the digital marketing of
business.
Digital channels and platform : - they need to make sure that they select the best channels to
digital the product and services of the company and they need to select the best platform to
identify the outcomes of the business.
CONCLUSION
The report concluded that the marketing plan is one of the most important factor to develop the
business and Argos have made a plan to increase the business and make the business on digital
marketing to reach to maximum number of people.
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REFERENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality
Management, 72, pp.47-55.
Herhausen and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management, 90, pp.276-290.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
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