partI Analysis of the company’s current strategy including:1. Title/Cover Slid

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partI
Analysis of the company’s current strategy including:1. Title/Cover Slide:Student names, company name, date, course number.2. Executive Summary:Key problems/issues that the plan will solve. Describe the goals of the digital marketing plan.3. Company Analysis: Brief background on the business (products, services, target market, brand image).Objectives/Mission statement.Business model(s) currently used.4. Current Marketing Situation Analysis:Market/Industry Analysis (size, growth, trends).Value Chain Analysis: How does the company deliver value currently.Customer Segmentation (customer base: demographics, psychographics, geographic, other?).Competitor analysis (existing competition, potential competitors, product substitutes).Positioning Statement for the company5. SWOT Analysis: Business StrengthsBusiness WeaknessesBusiness OpportunitiesBusiness Threats6. Company’s current Digital Marketing efforts:A discussion of the firm’s Internet business model including a concise statement of its value proposition and its Internet revenue streams.Overall marketing strategy.Digital marketing strategies (e.g., website, online advertising, use of social media, email, search).Integration of web presence into overall marketing strategy.Customer service, acquisition, retention strategies.Offline approaches.Marketing relationship objectives from the Customer relationship management.Data acquisition, management, and use.Current performance, metrics, evaluation.Social and regulatory issues.Other relevant issues/topics.
PART II
Your recovery marketing plan and how the company should implement it.1. Digital Marketing Objectives & Strategies:Define the scope: the corporate/organizational, SBU, or brand level, usually depending on the size of the organization.Describe the current business and revenue model(s).Describe how your marketing plan will contribute to helping the company achieve its digital marketing objectives.Objectives/goals of the recovery plan.List of abbreviated scenarios (use table format as explained in class).Overview of intended strategies.2. Action Plan: Detailed suggestions you would like the company to follow, including but not limited to:Updated target market: Customer segmentation and targeting.Online/Offline integration of marketing communications plan including search, social, email and web design elements as well as relevant offline elements.Customer Acquisition, Conversion and Retention Plans as appropriate based on objectives (Also map to HubSpot Inbound Methodology: Attract, Engage, Delight).Digital Marketing tactics should include:o Website strategy for recovery (design, features, functionality, usability).o Detail on social media activities, mass media and other online secondary (as needed to support social media program).o Distribution/Fulfillment of marketing messages, material, incentives, etc.Quality and Customer Service as required to execute this plan.Technological infrastructure and/or Data requirements as required to execute this plan.Any adaptation to 4 P’s (product/service, pricing, distribution, promotional mix).Social and regulatory issues.Other relevant issues/topics.3. Control/Feedback/Financial Analysis:Performance measurement: describe the metrics you would use to evaluate performance.You may include Customer Lifetime Value (CLV), Return on Investment (ROI) calculations.Performance metrics must match precisely to marketing objectives.Be specific—what metrics, how they will be collected.

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