need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yetgoing into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.4.A brief summary of the marketing environment for this product or service5.Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.Initial consultation outcomes:Mission, Objectives:The mission is to increase the number of the website visitors and possible customers, thus increasing the online business revenue.Increase the number of visitors on the business website by 50%;Increase revenue of the online business, generated by electronics sales, by 60%Increase brand awareness;Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019Page 8
Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019Page 9
T-1.8.1_v3SITUATION ANALYSISThe situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysisSummary of the key issues that have emergedWhere possible use qualitative and quantitative data to support your analysisUse images, charts and graphs to illustrate your findingsSWOT ANALYSIS / PESTLE ANALYSIS:STRENGTHS: The brand is already well known by the public. It has a good image on the market. Strong and recognized brand.WEAKNESSES: With such a wide variety of products and services, the company may lack in quality overall.OPORTUNITIES: Act in many different market niches and thus offer a range of interconnected services and products at the same time.THREATS; Lose market share because of the lack of quality if not focusing in a smaller section of products or services.