quantify and measure the success of your plan will depend on your business and

Quantify and measure the success of your plan will

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quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business. o Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey. o Make sure that your objectives reflect exactly what you will be measured on (KPI’s). 3. Summary of strategies and tactics to be used - Once your objectives have been defined, you 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 yet going 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 service 5. Projected outcomes and ‘return on investment’. Details can be included in budget or costing section. Initial consultation outcomes: Mission, Objectives : Summary of Strategies and tactics to be used : Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019 Page 8
T-1.8.1_v3 Improving customer satisfaction by doing surveys for possible improvements. Tactics to be used is by sending welcome email to set new expectations to new customers and setting up survey and adding link to emails that’s being sent out to the customers. Summary of Marketing Environment : Projected outcomes on Return of Investment : Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019 Page 9
T-1.8.1_v3 SITUATION ANALYSIS The 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 analysis Summary of the key issues that have emerged Where possible use qualitative and quantitative data to support your analysis Use images, charts and graphs to illustrate your findings SWOT ANALYSIS / PESTLE ANALYSIS: INTERNAL FACTORS INTERNAL FACTORS STRENGTHS (+) WEAKNESSES (–) 1 Skilled and motivated employees 1 Limited opportunities 2 Continuous expansion in new markets 2 High day sales inventory 3 Reliable distribution network 3 High rent cost 4 Affordable products 4 Below average short term financial obligations 5 Consistent quality of products 5 Lack of proper financial planning 6 Strong relationship with dealers 6 Lack of diversified workforce 7 Dedicated customer relationship management 7 High attrition rate 8 Successful return on Capital expenditure 8 High workload per worker 9 Strong financial position 9 Reduced efficiency in operations 10 Efficient external and internal operations 10 Lack of promotion opportunities for employees EXTERNAL FACTORS EXTERNAL FACTORS Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019 Page 10
T-1.8.1_v3 OPPORTUNITIES (+) THREATS (–) 1 New customers using the internet 1 New technologies developed by the competitors 2 Lower inflation rate 2 Lose customers to the new companies 3 Making sales by opening online stores 3

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