WeWork Marketing Plan Report

This report provides a comprehensive marketing plan for WeWork, a leading provider of co-working spaces. It covers various aspects of marketing, including online strategies, competitive analysis, target market identification, and the application of the marketing mix. The report also utilizes the SOSTAC model for planning and sets SMART objectives for the company. It further analyzes the company's stakeholders, core competencies, and the techniques to control online marketing activities. The report concludes with recommendations for improving WeWork's online marketing efforts, emphasizing the importance of clear content, relevant keywords, and website maintenance.

MARKETING PLAN

EXECUTIVE SUMMARY
The marketing plan is a comprehensive document that highlights the company
advertisement and marketing efforts. It also describes business activities such as ways to
accomplish the specific goals. Online marketing can be defined as the essential method for
increasing the promotion and sales of its offering. It further helps in proper selection of means of
the communication between the business and its potential customers. The Wework is one of the
leading company that provides co-working spaces. Online marketing is the method through
which Wework can get a platform to showcase their products and support customers’ buying
decisions. . The report proposed herewith emphasizes on adoption of porter’s five forces model
and marketing mix to determine the business position and satisfy the needs of potential
customers. Basically, Wework is effectively carrying out marketing of its services through online
marketing in order to attract the customers. There are different range of online marketing
channels such as: social media, emails, social engine marketing, etc. which are being employed
by Wework. The company has also introduced new services that emphasizes on organizing
training and development programmes for employees of different organization. This in turn
allows businesses to work with ease and develop their skills to perform the functions correctly.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................5
Company Profile..............................................................................................................................5
Mission Statement..................................................................................................................5
Objectives...............................................................................................................................5
Product Description.........................................................................................................................6
Stakeholders.....................................................................................................................................6
Core Competencies..........................................................................................................................7
Situation Analysis............................................................................................................................7
Competitors......................................................................................................................................9
Target Market/Market Segment.....................................................................................................10
Techniques to control online marketing activities.........................................................................10
SMART objectives...............................................................................................................11
Marketing Mix...............................................................................................................................12
Short & Long-term Projection.......................................................................................................12
Conclusion.....................................................................................................................................13
Recommendations..........................................................................................................................13
References......................................................................................................................................15

INTRODUCTION
At present online marketing is plays a vital role in creating awareness about the products
of the company. It is the most suitable platform to showcase goods in front of the customers.
This also helps in attracting and retaining customers over the long period of time ((Chaffey,
2016.). It allows the clienteles to access the information accurately and reducing wastage of time.
COMPANY PROFILE
The Wework is considered to be as the leading service providers for co-working office
spaces. It is an American business in which physical and virtual spaces are developed to share
among more than one entrepreneurs. The service is majorly developed to satisfy needs of newly
established ventures. . In order to identify needs and preferences of the customers, the company
does an extensive research so that relevant information can be collected. It is on the basis of data
gathered that they use online marketing to retain and attract the customers. As an illustration:
Nestle who has been one of the leading players in food and beverage industry also strongly
focuses on developing and implementing digital and social media strategy. We work is using
various marketing strategies to promote their products by using both online and offline
marketing plan. The company strategy has redefined dynamics of social media marketing and
raised the benchmark of effective social media practises. The company has also introduced
training and development services for its clients. This in turn provides the business unit an edge
over competitors. The report also emphasizes on identifying the impact and value of a We work
services in the eye of stakeholders. Finally, an online marketing plan has been developed and
analysed for we work.

Mission Statement
We-work operates with a mission: “to inspire people for establishing new ventures by
providing the shared physical and online space. Further, through new training services program,
the organization aims at providing the global connectivity across all the communities. It also
emphasis to help the business grow at the maximum level.
Objectives
The objective is to create values in their services offered so that they can satisfy each of
the customer. As wework introduces new services that is organizing training programmes to
employees of the different organisations with the aim to develop the skills and their knowledge
to make them specialise in their task. This in turn helps them in completing the job within
stipulated time by helping the company to attain its desired results.
PRODUCT DESCRIPTION
The services which are offered by the Wework are: sharing physical and online space
among different entrepreneurs. It creates a platform where group of new ventures can work
together. The company also has access to health insurance, an internal social network, social
events, workshops and an annual summer retreat. It also introduces new services in the form of
various training sessions for e staff of group of organizations in order to get them equipped with
various skills which help them in carrying out activities properly. This services proves to be of
benefit especially for new ventures. The society at large is motivated to come up novel business
ideas.
STAKEHOLDERS
For companies like Wework deals with various stakeholders such as: employees,
customers, shareholders and communities etc. The operations are conducted in different areas for
providing the quality services to clients. Wework services always believes to be successful in the
long term and develop value for its stakeholders by ensuring welfare for the society at whole.
Stakeholders are the essential part of the company as they are internal as well as external to the
business. They create value which is emerged as they are the reason for survival and growth of
the company in different markets. Here is the list of stakeholders who create value for the
business.

 Customers: Wework always develop their services by keeping in mind their customers’
taste and preferences so that maximum satisfaction can be delivered (Baker,and
Saren2016). Likewise, the customer also provides their value by using their services
continuously which help them to build long term relationship.
 Employees: They are the most valuable assets for an organization. As they work in
improving quality of services. It is essential for the organization to attain the goals of the
employees so that they work with dedication towards increasing sales and profits of the
business unit.
 Shareholders: They are the one who have invested monetary value in order to gain
profits. Moreover, Wework wants expand its operations in other countries. Further, they
have started to offer various services such as rental apartments that are grouped together
with a number of shared spaces and services like cooking, cleaning and laundry as well as
the group activities and events.
 Communities/ societies: Wework works for welfare of the society by designing physical
and virtual communities in which start-ups share their space and office services and get
an opportunity to work together (Bozarth and Handfield2016.).
It is noticed that stakeholders are the most important assets of the business without whom
performing business operations are quite difficult.. It is essential for the business unit to deliver
appropriate value to each of the stakeholder. A proper balance should be maintained between
achievement of organization’s objectives and satisfaction of stakeholders’ needs and desires.
Wework services also possesses various weakness which need to be improved such as
lack of customised services for the clientele. Wework is also facing an issue in engaging with its
employees which creates a negative working environment. Thus, these become an opportunities
to their competitors like Uberm carr workplaces (Charts, 2016).
CORE COMPETENCIES
The USP of the digital marketing are as follows:
 It reduces the time spent on advertisement.
 It also allows the customers to access information about the services at any time.
 It helps in making customers aware about the new products and services quickly.
 It also promotes the feedback system so that improvements in the services of the
company can be incorporated.

Wework launches the training program for the organisations by providing them physical
space facilities and common platform for training. The main aim of their services is to build
skills and knowledge among the new entrepreneurs so that they become capable to work in the
competitive market over the long period of time (Stephen, 2016).
SITUATION ANALYSIS
Situational analysis refers to the extensive study about the conditions and factors which
has a great impact on the company. These factors are related to external as well as internal
environment that needs to be evaluated for the success of the Wework. The same are stated
underneath in detail.
 Political: The employees and manager at Wework company needs to follow all the rules
and regulation of the government related to tax, labour laws, tariffs etc. so that they can
work without any restriction and with this employees are also satisfied and they work
with dedication.
 Economic: It is necessary for the company to concentrate towards the welfare of the
economy by evaluating the opinion of experts which help them in finding economic
changes in the market.
 Social: Wework Company always considers the benefits that help the society to grow.
For that, they determine the health issues that arises directly which affects the demand
and supply when extensive study is required to be undertaken.
 Technological: The technological development is expected to support the organization’s
growth. The business unit can implement the latest technology to ensure growth in long
run (Pride, nd Ferrell, 2016).
 Legal: The Company is deeply influenced by the laws and regulations which are
necessary to follow. For example: consumer rights act, employment law etc. that guides
business operations to be sound on legal grounds. Environment: There are various
climates and weather which is the restriction for the working environment.
SOSTAC Model is widely used for marketing and business planning in the digital
platform. This model includes situation analysis, objectives, strategies, tactics, action and
control. It is also used by the Wework Company in their services evaluation.

Situation analysis: With the use of this, for the training program services, customers can
be targeted by identifying the number of digital customers and targeting the organisations who
need the training program for their employees (Charts, 2016).
It also helps in identifying the competitors and their key differentiators in terms of price,
product, and customer services.
 Objectives: In this stage, the digital marketing plan framework is prepared for the
training program services in which five goals are set for the new services that is training
program for the organisation. The goals set should be specific, measurable, actionable,
and relevant and time related. This in turn helps the Wework in achieving the target for
new services.
 Strategy: Strategy means how to plan in order to fulfil the set objectives. Strategy for the
new services for the Wework can be framed by focusing on its key strengths like services
range, organisational structure and global operations which helps to implement the
strategy for the new services effectively.
 Tactics: They cover the specific tools of the digital marketing mix that is planned to
attain the objectives for the digital marketing plan. Once the strategy is designed, the
detail study is required of each tactics with the specify KPIs for each tactic.
 Action: The main purpose of this step is to bring the formulated strategy into a reality
and it also focuses on the measurable actions.
Thus, with this model it is quiet easy to develop the digital marketing plan for the new
products and services in the company. It also helps to find the prospect customers and giving all
necessary services to them.
COMPETITORS
Competition is the one which helps the company to think beyond the expectations so that they
built the new customers and achieve the competitive advantage over the competitors (Vargas-
Hernández and Jimenez, 2016). In order to survive for long run in the market, Wework needs to
use the effective online marketing planning process so that they make customers aware about
their services so as to facilitate purchase decision. . To build new customers, it is required to
make an effective online marketing by using the following ways:
Content should be specific and clear: Prospects are only attracted when the content of
the advertisement is specific and clear so as to develop clear understanding about the offering.

Similarly, Wework also needs to develop its content in extraordinary way which helps them to
position their services in the market.
Create an internet marketing plan: In this need is to identify the objectives that are to
be attained and the investment required to introduce new offerings. . To implement the
successful online marketing strategy, Wework needs to know their target audience. This in turn
helps in advertising on the platform that reaches directly to the focused customers which lead to
development of interest of the target audiences.
Evaluate the website and fix the real problem: It should be noticed that the website
which the company uses is required to render the data properly and quickly so that visitors can
assess them correctly and make decision on that basis. Audiences always look for current
information and new business opportunities so it is necessary to revise the content in regular
manner. A content manger system helps in making changes or additions into the web. Wework
also needs to find the appropriate site through they can showcase their products to the target
customers.
Use web to reach the audiences: To promote the goods and services of the company
online. It is essential to make an investment in build a site, through web content the reliable
information has been provided and allow the visitors to access that and make decisions regarding
to avail the services. With the website the business can know about the visitors’ behaviour and
their preferences which helps them to changes in their services.
Maintain the quality of the site: If the visitors assess the site and find the old data that
give an wrong impression and also making lose the faith over the company which creates an
negative feedback for the company. Maintenances helps in preventing from losing the target
audiences. So it is crucial to control the errors which arise in the sending information to the
visitors.
Thus, Wework also needs to follow all the above mentioned points in promoting their
services online. Effectively. With these, the company can avoid the chances of maximum error
and helps them to get the results early from their customers.
TARGET MARKET/MARKET SEGMENT
To manage the online marketing projects for the WeWork Company there is need to
segment, target and positioning the market

Segmentation: On the basis demographic, segmentation can be done according to the
age, income, occupation basis. Wework Company segment the market according to requirements
of entrepreneurs, new entrants.
Targeting: After dividing market the company targets customers on the basis of
differentiated targeting. This means that the company wants to focus in all the areas not any
specific area. Wework Company target those persons who want to become self-employed and
need a space to perform their job (Strauss, 2016).
Positioning: Wework can position their products in the mind of the people through the
branding. Because people are more brand concise and believe that brand is the status symbol in
society. So to position the services in the market. Wework use branding to attract the target
market.
TECHNIQUES TO CONTROL ONLINE MARKETING ACTIVITIES
Here are the techniques which are used in controlling online marketing activities which are as
follows:
 Sales analysis: This tool helps in evaluation of actual sales achieved from the target
customers. In this method, the revenue is generated through the online marketing which
makes easy to access the services. In the digital marketing, some customers are those who
only access site to read the data and few are that who takes possession decision. So, to
convert the interest of visitors into an action online marketing plays a vital role.
 Response rate: In online marketing, to identify the response is quite easy because
website contains a comment box through which the visitors’ access can be find. Through
this, the company gets an idea about how much they reach to the target audiences.
 Conversion rate of website: It is a rate which shows the percentage of visitors that can
be converted into the actual customer by availing the services. If the conversion rate is
low then the company is required to find the deviations and try to correct them in order to
get positive results (Carlson, 2016).
 Feedback from customers: Under digital marketing, to get response of the customer is
quite difficult as there is no face to face interaction with the prospects which proves to be
disadvantage to get response immediately. But now at sites comment boxes exist with
this the marketer get an idea of the customer taste and also get suggestions that help in
making services more efficient.

 Marketing audit: Marketing audit is a systematic way of evaluating the responses,
conversion rate so that they can identify the actual customer who are satisfy with the
services and also provide the positive feedback (Bakerand Parkinson, 2016).
 Market share analysis: This helps in estimating the shares of the company by using
extensive research so that performance of the marketing can be judge.
 Key performances indicators: A key performances is a measurable value that
demonstrates how effectively a company is achieving key business objectives.
Organisation use this in order to evaluate the success in reaching targets. Wework
company also identify key areas for their services so that with the use of that they able to
achieve the desired customer and trying to satisfying them.
Thus, after assessing online marketing methods it is required to measure whether these
methods help to attain objectives by using SMART rule.
SMART objectives
 Specific: increases the share response rate.
 Measurable: to increase market share with 12% than response which are at 10%.
 Achievable: it can be use interactive advertisements and Schemes.
 Realistic: it is attain by sales team or through sending mails to the customers.
 Time bound: the target can be completed within 3 months.
MARKETING MIX
Product: Wework offers various types of products and services such as physical and
rental space is provided to the customers so that they perform their job and become self-
employed.
Price: They make services available at following rates: 1 hour is 25 pound, 3 hour is 50
pound and 1 week services for 500 pounds. Wework provide the services on the rental basis also.
Place: Physical distribution is plays an important role in the marketing of the services.
Wework also provides various location to the entrepreneurs in order to work with good facilities.
Promotion: Wework uses the various digital marketing techniques such as websites,
Email, pop ups so that customer attention get easily.

Physical Environment: They provide sufficient facilities at the work place such as
proper furniture fitting at the space, lightening and other comforts are available which helps the
employees to work smoothly (Schivinski,and Dabrowski, 2016).
Process: Wework provides number of spaces and services such as cooking, cleaning and
laundry system so that customer consumes and get satisfaction.
People: At wework, the company provides a friendly environment which allows their
employees to work effectively. They also incorporate various marketing strategies to make their
employees happy. Wework coordinates the activities in such a way that helps in achieving the
target easily and quickly.
SHORT & LONG-TERM PROJECTION
CONCLUSION
With this report, it is concluded that online marketing has a great influence over the
customers .It is the modern day marketing and it also helps to cover the various areas through
which the company can easily achieve the goals. WeWork Company also uses online marketing
such as websites, Emails to offer their services to the customer. In this report, the stakeholders’
values are identified with references to Wework. Further, the report also elaborated the effective
online marketing planning process so that visitors can assess information accurately and also
propose the techniques to control the digital marketing by using SMART rule. This study also
covers the segment market of the Wework and also identifies the target market so that products
are positioned in the mind of the prospects customer. Lastly, it cover the qualities which is
required by the marketing manager of the Wework and also explains the roles and responsibility
of the manager in the company. Hence, the online marketing plays a vital role in the company
growth.