SHALLOT
THAI RESTAURANT – (Company)
http://www.shallotthai.com.au/
Developing an Internet Strategy Report for
an actual business entity.
Evaluate offline and online marketing needs
and objectives of a selected company/organization and provide senior management
of that entity with a detailed report analysing and recommending appropriate
electronicmarketing strategies.
Please review the following points.
1.
The core task of the
report is to provide the following: – Brief description of the company and the
market in which it operates – Detailed description of the company’s current
marketing strategies and competitive environment – Assessment of the Internet
micro and macro environment for the company (such as online marketplace
analysis, customers, competitors, suppliers, intermediaries, marketplace
models, social and cultural factors, economic factors, legal and ethical
issues, governance etc.) – Assessment and analysis of the present scenario and
opportunities for the company in the digital environment utilizing and aligning
with relevant frameworks and models discussed in the textbook. – Develop an
e-marketing strategy for the company based on the SOSTAC model (figure 4.4, pg 199, chapter 4 from textbook–(Chaffey,
D, Ellis-Chadwick, F 2012, Digital Marketing: Strategy, Implementation and
Practice, 5th edition, Pearson (ISBN – 9780273746102).
2. Important aspects for the report to cover
include integration of marketing mix with customer relationship management,
leveraging consumer information through Internet, delivery of the online
consumer experience, digital media marketing strategies, integration of online
and offline marketing communications, budget, timeframes, measurement and
evaluation of the internet marketing programs etc.
3. The report will be designed with the SOSTAC model in mind, hence it
is preferable to structure the report based on the topics in the following
page. You should thoroughly review Chapter 2 of the textbook for SOSTAC
methods, approaches and examples.You should also review the author Dave
Chaffey’s internet companion website (http://www.smartinsights.com)
for SOSTACmarketing planning
guide, Internet marketing planning template and Internet based SWOT analysis
guidelines that will provide you with elaborate detail and examples for
constructing your report..
4. You should be
in close communication with the decision maker (s) of your selected
company/organization to collect relevant information about the company and its
marketing activities and goals. Proof of correspondence and acknowledgement of
your report/strategy by the company is a necessary completion requirement for
the report and that will needto be submitted to the lecturer. Proof of
correspondence can in the form of a letter from the company, email
communication, contact information of the decision maker etc.
5. The submitted
report should present a clear evidence of a balanced mix of theory and
practical solutions. Refer to credible and reliable online business news and
information sources, company reports and websites, industry whitepapers,
academic journals and suggested additional readings as an evidence to
substantiate your illustrations, thoughts and arguments.
6. The report
should include a minimum of 3 (three) references from peer-reviewed academic
journalsand an additional minimum of 7 (seven) relevant references from
business magazines, industry whitepapers, newspapers, credible and reliable
websites and marketing textbooks to confirm the strength and quality of your
work.
7. The report is
about delivering strategy recommendations to your client. You should be avoiding unnecessary discussions which really do not add
value to your report. You should attempt to integrate relevant industry
examples and best practices to enhance the quality of your analysis. The 2500 word
limit will be strictly enforced. Please
use appendix for any additional analysis, exhibits etc.
Your report is expected to be of professional
standards. Poorly constructed report with lack of clarity in meaning, weak
arguments, grammar and formatting issues, etc. will lower the overall quality
of the report. Word limit – maximum of 2500 words (Excluding executive summary,
reference list, tables, figures and appendices)
Format of report: (Table of contents)
Executive summary
– 10
Company
background & problem statement – 10
Situation analysis – 15
·
Micro environment analysis
·
Macro environment analysis
·
Capability Analysis
·
SWOT analysis
Objectives – 10
·
Goal setting and evaluation
·
Alignment of digital strategies
with objectives
Strategy – 20
·
Targeting and segmentation
·
Brand positioning and value
proposition
·
Content and customer engagement
& conversion
·
Integrated communications
strategy
Tactics – 10
·
Implementation strategy
·
E-marketing mix
Actions and Control – 10
·
Action plans and governance
·
Analytical assessment of
objectives
Conclusion – 5
Appropriate
references and citations – 5
(Report format,
style, structure & word count ) – 5
