Conduct A Situational Analysis Including An E-Marketplace SWOT: Digital Business Plan Assignment

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niversity Dublin Business School (DBS)
Subject Digital Business Plan

ASSIGNMENT

Digital Strategic Plan

Using the digital skills you have learned you will be asked to create a digital business plan for a live case study for the company Tractive – GPS Tracker for Cats and Dogs(https://tractive.com/).You need to form a digital business plan with recommended strategy, tactics and measurement plan.
You need to follow the SOSTAC framework in presenting your plan (2500 words):
1. Conduct a situational analysis including an E-marketplace SWOT. Summarise your main findings from situational analysis including key points on market trends(Mintel, Euromonitor, etc), competitors and target audience insight. Include two personas that reflect your target audience. (700 words)
2. Outline in brief 3 main company objectives according to the SMART framework(3 objectives – 100 words each)
3. Based on your situational analysis and objectives, recommend appropriate digital tactics such as social media, SEO, Partnerships, E-mail marketing, PPC, etc. List 5 appropriate tactics and indicate why you have chosen these tactics. (1,000)
4. Define your creative platform for your digital marketing campaign. Create 2 graphics to support your creative concept (300 words)
5. Describe how you would implement a measurement strategy that would incorporate your recommended changes and would feedback into a continually evolving strategy for the company. (200 words)
6. Write a short piece critically analyzing the Lean canvas model. This critical analysis is like a literature review, you need to go to academic libraries and lookup for 2-3 articles and references these articles using Harvard style referencing. It is not about criticizing the authors; it is about balancing (comparing and contrasting) their opinion about the Lean canvas model. (400 words)

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Learning outcomes

Learning outcomes addressed and assessed in this assignment:

  • Identify the unique characteristics and complexities of targeting and engaging with online consumers using concepts, theories frameworks, models and channels relating to digital marketing strategies.
  • Critically appraise and evaluate current digital business strategy and practice to inform and defend online business decisions, both locally and globally.
  • Apply advanced digital marketing skills and relevant Digital marketing channels including SEO, PPC, Social Media, Mobile & Email Marketing and content marketing
  • Display critical analysis and self-reflection when using research and problem-solving techniques to solve marketing and digital marketing issues which inform the creation of a successful Ebusiness model.
  • Fluently apply analytics and suggest recommendations for the use of appropriate metrics across a variety of digital and integrated marketing activities to maximize ROI.
 
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A Start-Up, Ozellen, Has Decided To Enter The Shampoo Market With A Newly Developed Shampoo Bar

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Assignment Details
A start-up, Ozellen, has decided to enter the shampoo market with a newly developed shampoo bar. The product has tested well in consumer tests vs mass market bottled shampoo brands. Ozellen have asked you to help them with their strategic marketing strategy, and specifically to develop a distinctive positioning for the Ozellen brand.
Your assignment is to:
Determine an appropriate target audience for the brand.
Decide on a compelling and differentiating brand benefit for the brand.
Develop a brand positioning framework for the brand.

 
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ow Tesco Use A Strategic Thinking Process In Approaching Goals And Overcoming Obstacles.

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QUESTION 1
Analyse how Tesco use a strategic thinking process in approaching goals and overcoming obstacles.  Additionally all through TESCO life cycle till present
Total word count per question is 1,000 words
QUESTION 2
Discuss how Tesco uses strategic thinking to anticipate major shifts in the competitive marketplace and identify emerging opportunities.
How Tesco use strategic thinking to anticipate major shifts in the competitive marketplace and identify emerging opportunities to be delivered?
The writer bringing in SWOT, Pestle and Porter’s five forces in identifying emerging opportunities, marketing strategy, sales strategy and customer service, internet company promotions using academic books, Journals, articles for  writing and  using critical thinking, strategic thinking and analyses agreeing or disagreeing with analysis.
Total word count per question is 1,000 words
QUESTION 3
Demonstrate how Leahy works with his staff to create business strategies for marketing, sales, customer service and internal accounting functions.  From Terry Leahy CEO before and after till present Tesco CEO 2019. Also, how the CEO work with staff their staff.
Total word count per question is 1,000 words
QUESTION 4
Discuss and analyse staff engagement and motivation. Also, using different articles on Motivation also theoretical aspect on motivation and staff engage
E.g Marslow theory of motivation
Total word count per question is 1,000 words
The writer is expected to actually look at the assignment using strategic thinking and can agree or disagree.
Important to indicate that the theory behind Tesco organisation, what they are doing, and the reality that Tesco is at and also, highlighting if that’s the case or not and if with actual fact Tesco is doing what they say they are doing or if Tesco are doing the opposite. Using relevant information academically using critical analyses and strategic thinking.
TOPIC: 
QUESTION 1 Analyse how Tesco use a strategic thinking process in approaching goals and overcoming obstacles.
QUESTION 2 Discuss how Tesco uses strategic thinking  to anticipate major shifts in the competitive marketplace and identify emerging opportunities.
QUESTION 3 Demonstrate how Leahy works with his staff to create business strategies for marketing, sales, customer service and internal accounting functions.
QUESTION 4: Discuss and analyse staff engagement and motivation.

 
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Discuss The Brand Positioning Strategies Adopted By Coca-Cola: Strategic Management Report, UCD

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University University College Dublin (UCD)
Subject Strategic Management

Coca-Cola’s Shift to a “One Brand” Strategy: Can it Change Consumers’ Perception? – Assignment

1. Discuss the brand positioning strategies adopted by Coca-Cola over the years.
2. Why did Coca-Cola move from the “Sub-Brands” to the “One-Brand” marketing strategy? Analyze the pros and cons of this unified strategy.
3. How different is the “Taste the Feeling“ campaign from the “Open Happiness” campaign? Discuss.

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4. How can Coca-Cola’s unified marketing approach change consumer perceptions about the brand?
5. What are the key challenges that the brand Coca-Cola faces going forward? What should the company do to make its “One Brand” strategy more effective and drive sales?

 
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