Category: Marketing

Executive Summary

The report presents three elements of PESTEL for Chick-fil-A to use in its decision to expand to Qatar. These include political, economic, and legal. The country is politically stable for investment. Economically, the impacts of low global oil prices have led to a decline in economic growth, but the outlook remains favourable and the government is ready to intervene to ensure liquidity. Finally, the legal environment could be complex for foreign entities. Chick-fil-A must find a local Qatari agent to invest in the country and insist on 100% ownership. It is therefore recommended that Chick-fil-A should consider expanding to Qatar to exploit new opportunities in the Middle East.

Introduction

This report provides three components of PESTEL that Chick-fil-A will consider when making a decision to expand in the Qatari fast food industry (Chick-fil-A, Inc. 2017; Peterson 2016). Components of PESTEL chosen for analysis are political, economic, and legal to justify the decision to either expand or not to expand in Qatar.

Analysis of PESTLE as a Tool

PESTLE is a tool or framework applied in strategic management technique by marketers to evaluate and monitor external marketing environment (macro-environmental) factors that influence business operations of an organisation (Rastogi & Trivedi 2016). These external risks are analysed under different categories, including Political, Economic, Social, Technological, Legal, and Environmental (PESTLE). The PESTLE tool can be used to supplement the SWOT analysis used for internal assessment.

Political Forces

In this context, the focus is on political stability of Qatar, and the Qatari government attitudes toward foreign investors.

Political environment

Qatar, the former British colony, is a stable country led by Emir. No significant political uprising or Arab Spring influences have been noted in Qatar.

Qatari government attitudes toward foreign investors

In the recent past, the government has allowed extensive foreign investment in many sectors, such as energy, information technology, tourism, business consulting, sports, and leisure.

Tax policies

Qatar has been listed as having the least demanding tax regime globally, alongside the UAE (PwC 2016). However, it has no system of personal income tax, no value-added or sales taxes and capital or wealth tax. The only taxes levied are corporation tax (10% flat rate), import duties (4%), service tax (10%), and government levy (5% applicable to restaurant and hotel bills) (Expat Focus n.d).

Salaries, interests, depreciation, and others are considered as allowable deductions.

It is important to note that Qatar will introduce taxes on soft drinks this year (2017) and a 5-percent value-added tax (VAT) in 2018 (Khatri 2017).

Government involvement in trading agreements

The Qatari government is much more concerned with investors in the oil and gas industry compared to the fast food industry.

Overall, it is observed that Qatar offers a relative stable political environment for investors because of a centralised political system where no stiff political opposition and competition are expected. Hence, political risks to business establishments are generally low. This stable political factor has led to growth of many businesses.

Economic Factors

Various elements reflect economic factors. Notably, oil and gas are responsible for about 85% of the countrys export revenues and more than 50% of the gross domestic product (GDP) (Heritage Foundation 2016).

Economic growth rates

A growth rate of 3.9% was recorded in 2016 (Ministry of Development Planning and Statistics 2016). The nominal GDP was expected to decline by 2.9 percent, which was mainly attributed to a decline in the global oil prices. It was noted that the real GDP in the year 2015 grew by 3.7%, but it dropped following the decline in oil prices, leading to a decline by 20.6 percent in the nominal GDP (Ministry of Development Planning and Statistics 2016).

A further decline is expected in 2018 due to relatively low oil prices in the global market. It is expected that hydrocarbon production in 2017 to 2018 will mostly like remain flat, but economic activities from non-hydrocarbon sectors are expected to sustain the growth rate. Services and construction are anticipated to make massive contributions to the economy. The government now focuses on completing ongoing projects rather than initiating new ones. It was noted that the real GDP in the year 2015 grew by 3.7%, but it dropped following the decline in oil prices, leading to a decline by 20.6 percent in the nominal GDP.

Rate of employment and unemployment

The rate of unemployment is relatively low, 0.2%.

Costs of oil and gas

Oil and gas prices declined in the past two years, leading to a withdrawal of the government subsidy. This implies that businesses and consumers had to meet extra costs of oil and gas.

Interest rate

The standard interest rate in Qatar was 5%. Between 2004 and 2017, the mean rate has been 4.77 percent.

Monetary policies: the government acts to maintain liquidity when needed and controls flow of currency in and outside the country.

Exchange rate

Historically, the Qatari Riyal reached an all-time high of 3.67 against the US dollar in December of 2008 and a record low of 3.34 in December of 2013. The current exchange rate is 3.6396 against $1.

Inflation rate

The inflation rate is estimated at 1.7% (Heritage Foundation 2016).

Consumer price index

Since January 2016, the rate of inflation has risen steadily following the elimination of subsidies for water and electricity in 2015. In fact, the last quarter of 2016 was characterised by a rapid rate of inflation noted averagely as 3.1%. Furthermore, the government also introduced a wide of range of taxes coupled with the elimination of subsidies. These factors are most likely to drive high prices of commodities in the near future. The US dollar has generally remained strong, and it continues to do so as global commodity prices remain unstable.

Fiscal balance

Qatari fiscal balance is in deficit and expected to stay so beyond 2018. The most recent data show that, for the first time in over a decade, the country will experience fiscal deficit beyond 2018. In 2016, the fiscal deficit was about 7.8% of the GDP, and it is projected to remain nearly unchanged in 2017, but will improve to about 4.8% in 2018 (Ministry of Development Planning and Statistics 2016).

External balance

While external balance is currently in surplus, it is slowly reducing. In 2016, the deficit was estimated as 0.4% of the GDP. Further declines are expected between 2017 and 2018. The notable factors are reliance on hydrocarbon exports and the subsequent low oil prices in the international market. The forecast demonstrates that the global oil prices are most likely to increase in 2017 and 2018, which will support Qatari export. Conversely, import demands will further decline owing to a reduction in capital-equipment requirements. However, the need for materials and growing consumption will sustain import demands.

Economic risks outlook

Economic risks are generally related to the global oil price fluctuations. If the global oil prices increase faster than projected, there would be favourable economic outcomes for Qatari fiscal growth and other indicators of growth. However, if oil prices stay low for a longer period, economic challenges in the country would be more elaborated, putting more pressure on businesses for funds. The negative impacts of sustained volatility in the world financial markets have spread to Qatar.

Low liquidity is noted, which implies higher costs for businesses. For the government, it may not deliver some projects as scheduled, leading cost overruns and slower rates of fiscal recovery and reforms. In the recent years, however, Qatar has recorded a growth in the number of restaurants and fast food franchises (John 2013). These businesses mainly target expatriates as their primary customers and few locals. Foreign restaurants must recognise that Qatari women do not like to eat in public places, but they prefer drive-through and delivery services offered by fast food restaurants. Qatari men tend to socialise and use public restaurants and coffee retail outlets to do business.

It is imperative to recognise that the economic assessment has been done following a decline in the oil revenues and market volatility, which have resulted in uncertainty across major sectors of the economy. According to information obtain from the Qatar Economic Outlook 20162018, economic growth remains stable due to significant contributions from other non-hydrocarbon sectors and other gas projects (Ministry of Development Planning and Statistics 2016).

Legal Factors

National employment laws

Most workers are expatriates in Qatar. Work permits and visa arrangements are important to avoid deportation.

International trade regulations and restrictions

Monopolies

The Qatari government has recently allowed investments in different sectors of the economy without much interference. However, it still influences investments in the energy sector, specifically, oil and gas.

Consumer protection

There are no strong laws to protect consumers.

Business ownership

The past laws only allowed non-Qataris to own only 49% of the company (PwC & HSBC 2013). However, further adjustment and enactment of these laws have allowed foreign investments to own up to 100% in some sectors of the economy (Toumi n.d). More recently, the government reviewed its law and allowed 100% investment in all sectors of the economy provided a foreign investor has a Qatari agent (Townsend 2016). This law is meant to open up Qatar for enhanced foreign investments. Foreign investors in Qatar prefer limited liability company (LLC) structure. This structure requires about $54,820 as minimum share capital, which determines liability of shareholders (Oxford Business Group 2017).

Land and property ownership

Only Qataris have the right to freehold estates while non-Qataris have no such right (Barber 2012). More recently, however, the Qatari government has enacted laws that facilitate land ownership, usufruct, and investment by foreigners in designated investment areas, including West Bay and the Pearl. Hence, Chick-fil-A must assess such arrangements thoroughly before investments.

Intellectual property rights

Weak laws, which are rarely applied, are available. Any foreign firm must therefore draw a clear agency contract to protect their intellectual property.

Kickbacks and gifts

They are considered normal to facilitate paper works. Foreign firms bound by anti-bribery acts must understand how they operate in Qatar and purposes of fees they pay to government officials.

The judicial system

Critics have expressed their frustration due to a lack of transparency and the use of personal connections to influence government tenders. Notwithstanding constitutional provisions, the Qatari judiciary is significantly under the influence of the ruling elite (Heritage Foundation 2016). Additionally, most judges are non-Qataris who are hired and dismissed when required, and corruption is a major issue within the system. Nevertheless, the new laws aim to reinforce trust and protect intellectual property. Most importantly, foreign firms may not get favourable ruling in case of a dispute with an agent, for instance, even if the content of the contract are followed.

In summary, this report has covered political, economic, and legal aspects PESTEL related to Qatar. Chick-fil-A will therefore make the decision to expand into the country based on these findings. Notably, the political condition is generally stable, and the current regime is focused on promoting foreign investments. Thus, new laws have been introduced to open up the country for such opportunities. Qatari economy is generally dependent on oil and gas, and the current low global oil prices have affected economic growth negatively. While corporate tax is low, consumers now face rising commodity prices and additional expenses following the removal of subsidies, which have affected their spending power. Legally, Chick-fil-A requires a local agent to comply with the law. Additionally, it must understand myriad potential legal issues associated with property ownership, investments, and residency of foreign workers.

Recommendations

Overall, it is recommended that Chick-fil-A should consider investing in Qatar. The recommendation is based on the following observations:

• Qatar is politically stable for investment, and the ruling class has focused on attracting foreign investments in the recent past.
• Although the economic factors have been negatively impacted by the low global oil prices, the country has a low rate of inflation, unemployment, and a comparatively good growth rate.
• From a legal dimension, Chick-fil-A will have to work with a local agent and legal experts who understand domestic laws of Qatar, particularly in relations with a local agency contract, labor laws, gifts, and taxation.

Nonetheless, Chick-fil-A must understand the impending changes in the tax regime, monetary policies, gifts, and new developments under economic factors brought about by the globally oil prices.

Reference List

Barber, SM 2012, Qatar law Q&A: Property law overview. Web.

Chick-fil-A, Inc. 2017, About: History. Web.

Expat Focus n.d., Qatar  Taxation. Web.

Heritage Foundation, 2016, 2016 index of economic freedom: Qatar. 

John, P 2013, Qatars food industry to grow fastest in GCC, Gulf Times. 

Khatri, SS, 2017, IMF: new sin taxes in Qatar to fuel growth this year, Doha News. Web.

Ministry of Development Planning and Statistics, 2016, Qatar economic outlook 2016-2018, General Secretariat for Development Planning, Doha, Qatar.

Oxford Business Group 2017, Qatars legal framework governs company ownership and registration.

Peterson, H 2016, Why Chick-fil-A is beating every other fast-food chain in the US, Business Insider. 

PwC & HSBC 2013, Doing business in Qatar. 

PwC 2016, Doing business in Qatar: a tax and legal guide. Web.

Rastogi, N & Trivedi, MK 2016, PESTLE technique  a tool to identify external risks in construction projects construction projects, International Research Journal of Engineering and Technology, vol. 3, no. 1, pp. 384-388.

Toumi, H n.d., Qatar to allow 100% foreign ownership in some sectors. Web.

Townsend, S 2016, Qatar passes law approving 100% foreign investment, Arabian Business. Web.

Importance of Consumer Behavior

Consumer behavior is very important to the administrators at Pretoria University who use the marketing concept in providing quality meals at affordable prices for the students (Peter & Olson, 2010).

The most puzzling aspect of consumer behavior is its dynamism. It causes wastage of resources (Shankar & Carpenter, 2012). For example, the tastes of the people in South Africa changed, making them desire products made from nature. Such a change affects marketing strategies underway: marketers will have to discard them in favor of new ones.

Decision Factors

Decision factors among consumers include product attributes, benefits, and value satisfaction (Peter & Olson, 2010). Many consumers always consider the attributes of a product before buying it. Attributes may include softness, sweet smell, sweet taste, and sharp-pointedness. On the other hand, benefits are, usually, the consequences of using a certain product while value satisfaction entails meeting the intangible goals of the consumers (Peter & Olson, 2010).

Consumers choose some goods and services depending on whether they can help them achieve their desires in life or not. They include ending hunger or thirst and feeling attractive among other benefits. These factors do not change because of the cost. The reason is consumers, usually, value the end more than the means. They only look forward to enjoying the benefits and attributes of the products and using them to satisfy their values (Paley, 2007).

For example, if a consumer believes that only Pepsi quenches his or her thirst, he or she will not worry about the increase in its price. Other characters that affect decision factors include consumer-product relationship and the reason for buying certain products. Some consumers have very intimate relationships with certain products such that they cannot think about other brands (Peter & Olson, 2010). For example, a consumer may be fond of BMW that he never thinks about other brands of cars.

Determining the Reason for Strategic Failure

Firstly, overt consumer behaviors entail many simple and complex actions, which make the analysis process difficult (Peter & Olson, 2010). The marketer requires lots of money and time to analyze all of them. Such behaviors include buying habits, usage behavior, and shopping behavior. Therefore, marketers may end up applying wrong strategies in analyzing the behaviors of the consumers of a certain product.

Secondly, the relationship between the effect, cognition, and overt consumer behaviors are not clearly described due to the lack of enough research (Peter & Olson, 2010). Therefore, it is difficult to ascertain whether the failure results from the effect and cognitive problems or overt consumer behaviors.

Firms can minimize the likelihood of failure to influence consumers through positively influencing the effect and cognition of the consumers. The effect and cognition will then trigger overt responses from the consumers. This process involves products, brand marks, commercials, store signs, logos, and coupons (Peter & Olson, 2010).

For example, when Western Union used Usain Bolt in their commercial, it stimulated the effect and cognition of many consumers, making them approach Western Union and send money through it.

The Diversity of the Environment for Consumer Behavior

The Kinney Shoe Company mostly targets Americans of the Hispanic origin. However, this sub-culture is very diverse (Peter & Olson, 2010). It is made up of Hispanics with different characteristics. For example, some of them have adopted the American culture and abandoned theirs; others observe both cultures while the rest still observe their original culture. Therefore, the company must design ads that appeal to all these groups of Hispanics.

Such an ad should drop all elements that only appeal to one group and concentrate on elements that can appeal to both the integrated and the conservatives (Kim & Mauborgne, 2005). For example, ordering husbands is not part of the Hispanic culture but it is normal in the American culture. Hence, it should not be part of the ad.

The main difficulties that are likely to occur include the language to use and methods of determining the elements that appeal to all the three groups of Hispanics. Many of the integrated Hispanics may not understand some elements of Spanish. Worse still, there are many aspects of both cultures that all the three groups detest. Hence, coming up with ones that appeal to all of them is not easy.

The Relevance of Consumer Behavior in Promoting New Products

Consumer behavior is dynamic and involves interactions and exchanges (Peter & Olson, 2010). Therefore, when developing a new product, marketers should carry out regular market research to keep pace with the changing feelings and attitudes of the consumers (Peter & Olson, 2010).

Otherwise, companies may develop a product only to realize that consumers no longer like it. Firms should also consider that consumer behavior involves interactions between affective and cognitive aspects and overt aspects. Their product should, the first aim at appealing to the effect and cognition of the consumers, which will then trigger actions: overt behavior (Bradley, 2005). Finally, firms need to foster as many exchanges between buyers and sellers as possible.

The exchanges are the main objective of marketing strategy. Firms should start in populated regions or near their target markets to get them in the proximity of consumers (Peter & Olson, 2010, p. 23).

The main pitfalls may include changes in the tastes and preferences of the buyers and loyalty to other older brands of the product. For example, Colgate came into the market in 1806 while Close-up joined the business in 1967. It was very difficult for Close-up to convince consumers who were loyal to Colgate that their product is equally good or even better than Colgate.

References

Bradley, F. (2005). International marketing strategy. New Jersey: Prentice Hall.

Kim, W. & Mauborgne, R. (2005). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Boston, MA: Havard Business School Press.

Paley, N. (2007). The marketing strategy: Desktop guide. London, UK: Thorogood Publishing.

Peter, J. & Olson, J. (2010). Consumer behavior & marketing strategy (9^th Ed.). Irwin, NY: McGraw Hill.

Shankar, V. & Carpenter, G. (2012). Handbook of marketing strategy. Northampton, MA: Edward Elgar Publishing, Inc.

Introduction

The coffee industry is huge indeed, and several companies are eager to introduce their ideas and improvements to attract the attention of customers. Taylor St Baristas is a young UK coffee company founded at the beginning of the 2000s. It was a kind of response to the existed dire state of London coffee and the necessity to prove that rich coffee drinks could be available to the British people (Taylor st: our history 2016). Within a short period, the company proved itself as a powerful body in the coffee industry. There are no many coffee shops of the company.

Still, each of them has its worth and impact on the industry (Taylor st: careers 2016). Such importance and development could be explained by the properly organized digital marketing environment. In this report, the digital marketing plan for Taylor St Baristas will be developed with the help of Facebook as the main social media tool for the chosen organization in to promote online customer acquisition throughout the relevant strategic recommendations such as the involvement of customers in discussions, the development of competitions within the shops, and the introduction of a powerful image content.

Key Areas of the Digital Marketing Environment

Nowadays, the development of technologies and the evolution of digital marketing cannot be ignored (Ryan 2014). Many people cannot even identify the period when they become so technologically dependent. Nowadays, it is easy and convenient to read some feedback about the existing restaurants, hotels, or insurance companies before a person decides to address any organization. The actual speed of digital technological development cannot be defined but compared with the speed of light (Abramovich 2013). Customers focus on the importance of public opinion, and companies have to elaborate appropriate culture, values, and visions in regards to the changes and the necessity to be innovative.

The peculiar feature of Taylor St Baristas is the fact that the company understands the importance of digital technologies. Still, its people do not focus much attention on the technological and digital media aspects. The heart of their work is the fact that every cup of coffee is prepared by a highly qualified barista, a person, who stands between a customer and their coffee (Taylor st: our history 2016). Taylor St Baristas is known for its ability to implement different strategies to make people use the products and services offered. For example, during the last several years, the company made use of crowd-funding as the main bond funding method (Brown 2014).

However, the main task of this report is based on the analysis of the digital marketing environment and its key areas the impact of which could predetermine the work of the company. Social media is a chance to find the required connection between a company, its product, and its customer (Baines, Fill, & Page 2013; Charlesworth 2014). It is not enough to introduce a product and make a customer buy it. It is important to involve a customer in the life of a company and increase online customer acquisition (Kumar & Peterson 2012). As soon as social media is used to increase the number of customers and to attract the attention of new people, Taylor St Baristas could have access to a number of new opportunities and chances to develop its highly qualified coffee industry. In the real world, Taylor St Baristas has proved itself as a powerful part of the coffee industry. Now, it is time to investigate the opportunities of Taylor St Baristas in the digital world.

Facebook is one of the possible digital strategic options for Taylor St Baristas to rely on. Nowadays, a number of companies and people know that Facebook could be used to promote the growth of business (Mineo 2015). Many companies have several captivating and informative stories about how they succeed using Facebook as the main social media tool. This platform is not expensive, every person could reach it anytime they want, and not much time is required to promote a product or a service (DeMers 2015). The key digital marketing areas include online communication, exchange of image content, search marketing, and brand protection (Chaffey 2012). The understanding of the marketing environment means the possibilities to define the existing political, economic, social, and technological factors that could influence the working process of the company and its cooperation with customers (Blythe 2013). At the same time, it is important to identify strong and weak aspects of the company and elaborate the information in the way threats and opportunities could be discovered (Andler 2012).

A TOWs analysis is one of the possible approaches to investigate the current position of the company and understand if online customer acquisition is an important issue for consideration or its importance could be diminished. Taylor St Baristas could use Facebook as an opportunity to improve the acquisition of customers.

Taylor St Baristas  TOWs Analysis

Strengths

• Quality of products
• Regular customers
• Brand image
• Highly-qualified baristas
• Sustainability

Weaknesses

• Poor ad system
• Absent system of discounts
• High price policy
• Certain locations without any prospects to be developed

Opportunities

• Price change policy
• Online advertisement
• Online shops
• Eco-friendly policies
• Customer acquisition

SO Strategies

• Reputation and the quality of products could be the key of online advertisement
• Development of new policies using its brand and the quality of employees

WO Strategies

• Change of the ad system using new digital marketing tools
• Explanation that high prices are connected with high standards and eco-friendly intentions

Threats

• Cheap coffee products growth
• Possibilities of online frauds
• Global crisis of the coffee industry
• New competitors

ST Strategies

• Grow own coffee products and avoid cooperation with suppliers
• Use the brand image as the main explanation of a high price policy

WT Strategies

• Continue developing its business in London
• Compete with other companies by keeping the same price policy

Digital Marketing Objectives

Marketing and development are crucial parts of any companys life (Mariani et al. 2014). Taylor St Baristas has to get ready for some activities with the help which its employees could understand how to attract the attention of customers, how to introduce their products, and how to communicate the quality, trust, and freedom of choice. The main goal of the case in this project is to make sure that the improvement of customer acquisition. Bracks (2012) says that people could enquire about the business of the company and the services offered in several ways. For example, it is possible to phone, email, or develop a website. Nowadays, many companies prefer to succeed in social media marketing using Facebook as the main tool for consideration and a rival in the consumer social network industry in the whole globe (Treadaway & Smith 2012). To achieve this goal, it is important to have several clear objectives and make sure they are achieved one day.

The objectives have to be real and achievable regarding the abilities and the current position of the company. Without objectives, the company does not have a basis to measure the success of the offered activities (Lamb, Hair & McDaniel 2011). One of the marketing objectives that could be defined includes the necessity to organize 3 competitions between the baristas who live in London and describe the events online during the next 2 months. This goal could be considered as SMART (Walker 2015) because it is specific (an intention to organize a competition and cover it online), measurable (the number of competitions is offered), achievable (the desire is the most important requirement), realistic (many coffee shops have already organized such events), and timed (the period for achieving the goal is offered). This objective could help to acquire more customers because it is expected that people want to observe free competitions and enjoy the quality of the products offered.

Another important marketing objective is to involve 1000 customers in the discussions of the coffee shop work and appreciate the choice of people by offering 3 types of discounts for the most active participation. The period for this goal achieve is about one month. Still, the period should be changed in case the required number of customers could be gathered. This objective is SMART indeed because it has all the required characteristics (Chaffey & Smith 2013). Its specification is about the development of online discussions and the promotion of discounts among customers. The objective is measured by the necessity to gather 1000 people with their own opinions. It is a realistic suggestion because nowadays people like to share their opinions and experiences via the Internet (Daft 2012). There are no threats or challenges for the company to develop the forum via Facebook. Finally, the objective has more or less clear time measurements.

Both objectives have one thing in common that is to improve online customer acquisition with the help of Facebook as the source to share information.

Digital Marketing Strategy

Social media marketing is based on the use of such sites as Facebook or Twitter to provide customers with an opportunity to get engaged with the activities of the company. Though this strategy is new, it does not require a budget. However, the users of this kind of strategy should understand that such factors as potential customers demographics (Chaffey 2016), threats of non-participation because not all employees of the company could be as social as customers could expect (Belbey 2015), and the necessity to be online all the time because of the demands of customers impressive indeed (Chaffey 2015).

Taking into consideration the needs and objectives of the company at the moment, it is possible to develop the social media marketing strategy that is based on the idea to stay active on Facebook and promote the exchange of information. Customer acquisition requires the presence of at least one person of the company online. The point is that people do not consider the importance of actual-time online. The current Facebook platform includes the possibility to use quick reply buttons and send the messages from different devices in a short time (Ghoshal 2016). Therefore, the strategy to stay active on Facebook should not be a challenge for the company. The only task is to find at least two people who could work days and nights to provide replies and improve the content on the companys page on Facebook.

The success of the strategy depends on the way of how Taylor St Baristas employees understand the interests of their customers. For example, a customer is on a trip to another country. The time zone is different. Still, the person wants to share some information or get an answer to a certain question. The representative of Taylor St Baristas should be available on Facebook to develop a conversation and attract a customer. There is no need to hire a person who has a deep level of knowledge in coffee production or sales. The person, who should work on the Facebook page, has to develop several communicative skills and searching abilities with the help of which customers want to stay on the page and read more interesting information.

The stay on Facebook strategy should help to achieve the objectives of the company. On the one hand, it should not be very difficult to create a page or a discussion about the coming events and invite as many baristas as possible to participate in the competition. Some baristas could ask additional questions or make suggestions, and the representative of Taylor St Baristas should reply and give clear answers and explanations as soon as possible. People may also want just to observe the way of how the participation is organized. Therefore, online customer acquisition could be increased with the help of such an event and its promotion.

Another goal is the presence of 1000 customers on the page, who want to leave their opinions about the company. The chosen stay on Facebook helps to communicate with customers, support their discussions, and make them feel that their presence on the page means a lot for the company.

Tactical Mix

The success of the digital marketing strategy depends on the tactics that could be used by the company (Kaufman & Horton 2014). In case several distribution channels are involved, certain marketing and logistical resources should be taken into consideration (Jeanpert & Pache 2016). In this case, the company aims at using Facebook as the only source of information distribution. Therefore, it is possible to focus on the tactics that could be applied to one particular sourced by one particular company to meet two definite objectives following one marketing strategy.

1. Make sure that the Facebook page of the company is working;
2. Introduce the current achievements of Taylor St Baristas on the page;
3. Check if enough images and tables are offered to catch the attention of people;
4. Inform about a coming event and make sure that all people are invited, and all people could have a certain portion of benefits;
5. Hire two people, who could work on schedule and answer the questions and requests of customers 24/7;
6. Create several powerful ads to inform that communication on the page is a chance to get a discount and become a favorite customer of the company;
7. Grab the attention of customers by offering music or even movies about coffee to just to support a kind of coffee mood;
8. Listen to customers and count feedbacks about the quality of services, suggestions, and just ordinary thoughts of people.

In other words, it is necessary to make a page of Facebook alive because this Internet source is used by millions of people hourly. Facebook is one of the best tools to rely on to develop marketing strategies and introduce the company from different aspects.

Conclusion

In general, Taylor St Baristas has all chances to increase customer acquisition in a short period. Its TWOs shows that the company has a number of strengths that could be used to develop interesting and effective strategies. Facebook is the chosen tool. Its effectiveness and the possibilities of the users are impressive, and Taylor St Baristas has all chances to attract more people to its services and products by being active on Facebook.

• Goal: Increase customer acquisition
• Objectives:

  1. Organize a competition between baristas and describe it online;
  2. Gather 1000 customers and offer discounts for the most active participants.
• Strategy: Stay on Facebook and promote the actual exchange of information
• Tactics:

  1. Be communicative
  2. Answer questions
  3. Stay interesting
  4. Be online 24/7

Each strategy should be supported by properly chosen tactics. The ideas offered in this report are neither expensive nor hard to achieve. Therefore, Taylor St Baristas should just find enough time to develop the strategy and have two professional people, who could support the life of Taylor St Baristas page on Facebook.

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Treadaway, C & Smith, M 2012, Facebook marketing: an hour a day, John Wiley & Sons, Hoboken.

Walker, OC 2015, Marketing strategy: a decision-based approach, McGraw-Hill Education, Sydney.

DC shoes is a brand of footwear for action sports, which includes skateboarding and snowboarding. It also manufactures various sports-related paraphernalia, such as hats, bags, t-shirts, and other merchandise. The company is valued at over 1 billion USD, and is considered one of the most successful companies on the market when it comes to advertising and marketing of their product (DC Shoes, 2022). This paper will cover the marketing and pricing strategy of the company, among other features.

DC Shoes spreads the word about their brand by using online viral effects to generate word-of-mouth communication and get their brand associated with specific individuals. An example of this would be the companys branded Gymkhana videos, which are entertaining in their own right and create a connection between the content creator (who is also the owner of the company) and various DC sportswear he has. DC marketing strategy relies much on getting recognition from people interested in active life and sportswear (DC Shoes, 2022). These people often associate the quality of a particular brand with how many athletes and star performers wear it (Finkle, 2018). Therefore, the company has been engaging in owning sports teams of their own and also supplying famous skaters for their competitions. This makes DC shoes appear to be a professional brand.

When it comes to DCs pricing strategy, they position themselves as a premium brand. By attracting star athletes and virally advertising themselves, they create a demand not just for the quality of the product, but also for the perceived image associated with it. Customers of DC Shoes are usually willing to pay more for status, which the company exploits to their own ends. DC assesses the level of demand for a particular product by engaging in agile sales with its retailers (Finkle, 2018).

There are never many shoes available in any one specific place, and if some shoes are seeing a higher demand than others, the company produces and supplies more of those. In addition, DC Shoes is very aware of popular trends on the Internet, and constantly monitors how people view particular athletes and products they are associated with (Finkle, 2018). In doing so, the company is capable of controlling demand by creating new types of shoes and supplying them to public opinion makers.

The concept of product lifecycle states that every product goes through 4 stages  introduction, growth, maturity, and decline. Introduction is when the product is introduced into the market. DC Shoes does so by utilising publicity figures and star athletes to demonstrate the use of the product to potential customers among their own fan base. During the growth phase, a product is made more popular through the use of marketing channels. DC Shoes accomplishes this by achieving a viral effect and spreading the word-of-mouth (DC Shoes, 2022). During the maturity stage, a particular product is well-recognized in the market and achieves self-sustenance. In this stage, the company supplies the product to the majority of their retailers.

Finally, the decline stage is when the product is eventually replaced by others. DC Shoes never fully drops their products, instead periodically re-releasing them as classics or legacy shoes (DC Shoes, 2022). What differentiates DC shoes from competitors, thus, is their branding strategy, their focus on viral capabilities of the internet, and the lasting value of their product. Overall, it is a premium brand company that produces good shoes, and knows how to properly sell them to its intended audience.

References

DC Shoes marketing strategy & campaigns. (2022). Web.

Finkle, C. (2019). Lifestyle brand case study: DC Shoes. Web.

Analyze the key factors that have caused eBay to struggle in Japan, China, and other Asian markets to determine if these mistakes could have been avoided

Competition is an inevitable aspect of our day to day business world. It is a concept that has both positive and negative effects on businesses. It, for instance, comes hand in hand with extra expenses to be at par with other organizations that offer relatively similar products and services. On the positive side, competition leads to the production of quality products and services as companies try to meet the consumers needs in the best way possible. Competition also leads to a reduction of prices charged on goods and services.

Although eBay has been successful in different countries, for instance, in Germany, England, and France, it has had a rough time in the course of perpetrating its business practices in different countries such as Japan and China among other Asian countries. This has been due to some factors as discussed below.

Global brand image versus localization; eBay has been involved much in branding its image globally at the expense of localizing its brand to appeal the Asian consumers. This is a negative move since local support plays a significant role in any business. Another reason that contributed to eBays failure is the belief that since it had made success in the United States of America, success in Japan and other Asian countries is automatic.

This is a wrong assumption since markets differ in characteristics and preferences. Failure to familiarize and adapt to the Asian market and culture also contributed to the failure. Another key factor is poor management coordination between the headquarters and the locals as well as poor marketing strategies. Being slow in responding to competition for instance from Yahoo also led to poor performance. All the above-named mistakes of eBay could be avoided through strategic planning and implementation of activities (Prince, 2007).

Compare and contrast the strategies used by Yahoo and eBay in their Asian market approach

Different business organizations/companies employ different strategies to achieve success in their business practices and activities. Some strategies are associated with great success while others are deemed to contribute to failures. From the case study, we can see that Yahoo and eBay applied different strategies in their Asian market approach. Different results were obtained from the implementation of the strategies. The similarity among the strategies applied by the two companies is that they were all aimed at enhancing productivity and profitability through promoting efficiency, effectiveness as well as the economy.

We find that Yahoo was able to be swifter than eBay. It, for example, joined the market significantly earlier than eBay, an aspect that gave it a competitive advantage (first-mover advantage) to establish itself well in the market. Yahoo had learned from its experience in the United States of America where eBay first joined the market and when Yahoo followed, it failed drastically.

Regarding understanding the customers, it is evident that Yahoo was more sensitive as compared to eBay. As Jack Ma asserts, eBays failure in Japan and other Asian countries can be attributed to the fact that it was unable to build a community effect in these countries an aspect that is deemed very crucial. Yahoo on the other hand cherished customer satisfaction and hence the success in its operations.

Yahoo has also taken a partnership approach, in conjunction with an individualized approach, to all of its international businesses putting it to an advantage. An example of a partnership is formed with Japans Softbank Corporation. This has made it better about the eBay due to combined efforts that facilitate success. Another difference between the two companies; eBay and Yahoo can be seen regarding the charges upon the introduction of the different internet related services. While Yahoo tries very much to offer the initial services for free, eBay does not see the need for that but instead puts charges for all services to an extent of encouraging the young people to use credit cards.

All in all the differences between these two companies can be seen in the way they approach the Asian market and how they intend to satisfy the customers. Generally, Yahoo has a better approach and it is more customer-satisfaction oriented than eBay, which emphasizes more on the maximization of its profits at the expense of satisfying the consumer needs. Management has also played a great role where strategic planning and coordination have enhanced Yahoos success. This has been, for instance, through emphasizing on partnerships. eBay, on the other hand, has had poor decisions and coordination between its practices for instance between the headquarters and the locals. This is an aspect that has greatly contributed to the failure of eBay in Japan and other Asian countries (Llyod, 2004).

Assess what eBays shift to giving control of its main China operation to Tom

Online signifies

Each decision and step taken is usually aimed at achieving some results. The eBays shift to giving control of its main China operation to Tom online was not without some reason. After a lot of struggle to make its business ventures a success in Japan, China, and other Asian countries, we find the company (eBay) giving control of its main China operations to Tom online which is a Chinese internet portal and wireless operator. Although it could be for some positive motives, at the face, it sounds to be a sign of failure. This is because a business company should at any given time expand its boundaries rather than limiting it or cutting them short. Initially, the closedown of eBays main Chinese website was to allow for the launching of a new auction site where the name Eachnet was used as the brand name.

In a nutshell, we can see this movie to be an indication of the difficulties and problems that are faced by foreign internet organizations in China and other Asian countries. The shift of control to Tom Online is, however, a notable step and in a way, it marks a change of strategies and an end of its struggle to fight competition from other internet providing companies in China such as Alibaba.com.

Although the decision and move signifies defeat, I still dont consider it to be a negative move but rather as a change of strategy for better strategies that ought to be successful and profitable. Whenever a certain strategy fails to provide expected and desired results, it is always good to change direction rather than wasting resources in a venture that neither benefits the business organization nor the customers it serves (Nuttall and Dickie, 2006).

Formulate some additional strategies that eBay could use in the Asian market

Different strategies could be used in a given situation to achieve the desired results. Some of the additional strategies that ought to be utilized by eBay in the Asian market to achieve better performance in terms of productivity and profitability include; having an understanding of the best way to localize its brand to appeal to and catch the attention of the Asian consumers. eBay should also have tried to understand and adapt to the Asian market especially the culture. This is because culture is a very sensitive aspect that should be looked at critically. It determines peoples needs and desires and thus, it ought to shape what should be provided by a particular business organization.

eBay also ought to be more aggressive rather than being over-confidence based on the fact that it was successful in other parts such as the United States of America. To be successful in the Asian market, eBay could also have perfected its management practices to ensure that all practices and activities are carried out as they should to allow for success. Strategies to be alert and respond to the competition, both locally and internationally ought to have been put in place to allow for success in the companys undertakings. Marketing strategies also ought to be reinforced to ensure that all the consumer needs are identified and thus considered when making all decisions. This will allow for customer satisfaction which will, in turn, increase productivity and profitability (Spencer, 2006).

Reference List

Llyod, E. (2004). Yahoo! Asia Pacific. Web.

Nuttall, C. and Dickie, M. (2006). EBay suffers Chinese reversal.

Prince, L.D. (2007). How to Sell Anything on EBay& and Make a Fortune! New York: McGraw-Hill Professional.

Spencer, C. (2006). The EBay Entrepreneur: The Definitive Guide to Starting Your Own EBay Trading Assistant Business. London: Christopher Matthew Spencer.

The First Strategic Option

In the first place, PepsiCos Organic Gatorade is targeted at athletes, as its primary intention is to restore sugar and sodium levels after training (George, 2016). To interest this consumer group, it is critical to pay attention to the drinks positive features. For example, employing Hello Goodness and describing a product as a drink that can restore energy and assure future good health are the main aspects that have to be highlighted in the mission statement (George, 2016). It will comply with Canadian sportsmens primary needs and increase the revenues and consumption of this beverage while the prices will be the same. As for marketing channels, the management can use TV advertisements with athletes and increase recognition by sponsoring sports events. Using this differentiation strategy by attracting a new markets attention with specialized features can help modify the companys image. PepsiCo can produce not only delicious and sweet soft drinks but also organic beverages that can improve ones health and stamina. As for financial projections, if marketing campaigns are successful, PepsiCo will maximize its profits (see Table 1). Nonetheless, an intensified rivalry and the inability to satisfy the selected target audiences needs may be a potential reason for the negative financial performance. It pertains to expensive marketing campaigns.

The Second Strategic Option

Alternatively, another strategic option may be related to marketing the beverage as a health and diet product that complies with societys rising consumer trends. In this instance, the company can promote its products as healthy, organic, low-calorie beverages that help lose weight (George, 2016). Focusing on these features will be useful to make the drinks attractive to another consumer group such as women, who are interested in dieting. Advertising Gatorade on television by using female actors and athletes, who exercise and drink this beverage, will help create an image of PepsiCo as a company that cares about its consumers and supports a healthy lifestyle. Using this differentiation strategy to occupy a share in a new market will require the enterprise to change its marketing campaign by referring to Hello Goodness is a new prosperous way to health. In this case, as for positive sales projections, the companys sales will increase by 5% to 10% in the second year while prices will be the same. However, similarly to the first option, the most likely and negative cases will be profoundly affected by intensified rivalry in this segment.

The Third Option

Lastly, PepsiCo can take advantage of the unique features of Gatoradesuch as its fruity flavor that can be actively used as a refreshment (George, 2016). In this instance, the company is not required to highlight its connection with healthy eating and dieting. Instead, it has to focus on the pricing strategy and unique features of the product related to its delicious flavor. This concept will help expand the coverage of this beverage by attracting the younger generation (15 to 25 years old). To comply with its existent image, advertisements (TV and social media) have to be colorful and positive while claiming that one can get a high-quality drink for a reasonable price. At the same time, introducing special offers with the help of retailers will also support PepsiCos intentions. This strategy will dramatically increase the companys revenues, while a high level of competition can make them less than expected. All options will be sold with the help of retailers.

Sales Forecast

This sections primary goal is to present financial projections and sales forecasts that reflect the situation from optimistic, most likely, and pessimistic viewpoints (the values are estimated). The table is shown in a thousand dollars.

Reference

George, R. (2016). PepsiCo: The launch of organic Gatorade. Web.

Reading summary

Xerox was once a well-performing company in the marketplace. The company went through a difficult financial time before the end of the 1990s. It plunged into bankruptcy. To begin with, the Securities and Exchange Commission investigated the accounting practices of the company (Grewal & Levy, 2012). Several cost-cutting measures were also adopted to lower the overall expenses incurred by the company. For instance, the number of working staff was reduced as part of the cost-cutting measure.

After the above initiatives, the company opted to develop a new line of products. Also, the cost of the new copiers was made consumer-friendly. Low-priced copiers were availed to the market. The management of the company also moved into a rigorous after-sale service so that it could capture the high end of the market. The Global Imaging Systems Inc. was acquired by Xerox in a bid to boot profitability. Hence, it became possible for the Xerox Company to offer information technology solutions and services. The targeted market after the new acquisition was small to medium-sized enterprises.

To produce other products, a different set of goods and services should be made available. The process is known as business to business marketing. Manufacturers such as Xerox and Ford companies often participate in this type of marketing to increase their competitive spectrum in the market. It is the same supply chain in the B2B sales that usually propels demand fo the r goods and services (Grewal & Levy, 2012). Both the B2B and B2C buying processes are similar in several ways. However, the two processes also portray marked differences. For instance, the B2B buying process should be recognized at the initial stage. Product specification and the RFP process should then follow. Finally, various metrics are used to assess performance. The analysis of the proposal, negotiating with a supplier, and making the final selection are some of the overlapping processes that are usually undertaken in either a B2B or B2C marketing process.

Reflection

From the above summary, it is vital to mention that marketing is an important business activity that cannot be ignored. In the case study of the Xerox Company, it has been observed that poor marketing and organizational skills led to the bankruptcy of the organization. This does not imply that the company never applied any rigorous and effective marketing plan. The main challenge must have been contributed by the high operation costs.

It is also pertinent to point out that B2B marketing cannot be fully relied on when a company desires to mark its solid presence in the market. Both the B2B and B2C marketing strategies should be blended well to produce the best results. From the case study, it is evident that most large and well-established companies are now turning to the low end of the market. As much as this strategy may appear misplaced to some extent, it is interesting to note that the economies of scale can be easily achieved in such markets due to a large number of buyers.

Besides, most business organizations often fail during the vendor negotiation process. Before a vendor is finally selected, the process should be streamlined and vetted to ensure that it aligns with the broad business goals and objectives. In other words, all the proposals should be evaluated thoroughly. Even the B2C marketing platform demands a comprehensive process so that all the participating parties do not run at a loss.

Reference

Grewal, D & Levy, M. (2012). M: Marketing. New York: McGraw Hill.

Abstract

This essay explains how the current shifts in marketing have produced new themes such as globalization, empowerment, and technological advancement. Such changes continue to transform the behaviors, needs, and expectations of many consumers. The essay explains why future researchers should examine the relevance of corporate social responsibility to support every marketing process.

Introduction

Marketing is one of the best tools used by business organizations to achieve their goals. The current wave of technological change has transformed how the consumer is informed about different products and services (Martisiute, Vilutyte, & Grundey, 2010). Theorists argue that effective marketing has the potential to satisfy the changing needs of the consumer. However, some critics believe that marketing forces consumers to purchase products they might not need (Kotler & Keller, 2012). This discussion gives a detailed analysis of the current shifts in marketing and their effects on the consumer. Such discussions can sensitize more consumers about the implications of such emerging shifts.

Definition of Terms

Globalization

The process of international integration arising from global trade and exchange of cultural ideas (Kotler & Keller, 2012).

Relational marketer

A person who develops and supports meaningful relationships with his or her customers.

Decentralization

The process of dispersing activities, powers, individuals, and functions.

Literature Review

The marketing world has been characterized by numerous shifts. Such shifts affect the wave of marketing in every corner of the globe. Chinta (2006) observes that the world is currently facing numerous shifts in the economics of business (p. 72). Such shifts transform different aspects such as marketing (Chinta, 2006). The first shift experienced in the world today is the concept of scarce attention (Ahearn, 2011, p. 21). The issue of attention has changed as more entrepreneurs focus on specific consumer groups. Such changes have led to increased shelf-spaces for displaying different products.

The world has also benefited significantly from modern technologies. Distribution and production costs have reduced significantly. Many producers are currently manufacturing products and availing them to more customers (Plymouth & Martin, 2012). On the other hand, the marketer is focusing on different avenues to attract more customers. Modern companies are incurring numerous expenses in an attempt to attract and retain more customers. These shifts have transformed various marketing processes in every corner of the world (Chinta, 2006).

Consumer-relationships have also become relevant than ever before. Production processes are presently focusing on the needs of the targeted consumer. This fact explains why every marketing approach is defined by the needs and locations of different customers. Kotler and Keller (2012) believe that value creation is no longer driven by economies of scale in manufacturing and production (p. 29).

As well, the level of interaction between marketers and consumers has increased significantly. This development is making it easier for more customers to single out specific vendors (Martisiute et al., 2010). The modern consumer has the potential to communicate directly with the producer. The availability of information has also changed how customers purchase different products.

These shifts have led to new issues that determine how different consumers acquire their products. Technological changes are making it easier for marketers to emphasize the concept of relations (Plymouth & Martin, 2012). This situation encourages relational marketers to suggest more needs to their customers. This approach forces more customers to purchase unnecessary services and goods. More customers are being tricked to purchase a wide range of products.

Chinta (2006) indicates that marketers use different resources to increase group thinking and peer-pressure in different communities. They show how different products can make a person happy and free (Martisiute et al., 2010). They also expose more people to unnecessary products. The current shifts in marketing have therefore led to new developments that continue to affect the welfare of many consumers.

However, researchers have indicated clearly that some marketers address the unique needs of the public. The role of the marketer has been to inform more consumers about the existing products. The presence of numerous services and goods in the market, therefore, empowers more consumers. The consumer should, therefore, make informed decisions before acquiring a specific service or product (Kotler & Keller, 2012). Ahearn (2011) explains why the internet and relational marketing processes should be treated as new opportunities for empowering customers.

Results of the Research

This study has indicated clearly that the existing shifts in marketing have led to new themes. Such themes will continue to reshape the purchasing behaviors of many consumers in the future. Todays marketplace has changed significantly than ever before. This is the case because new societal forces have reshaped the capabilities of both the consumer and the manufacturer. These forces have therefore produced new challenges and opportunities for many stakeholders (Ahearn, 2011). Consequently, marketers have been forced to present new practices that can support their business potentials.

The ultimate goal is to sensitize more people about different services and products in the market. This kind of sensitization has the potential to increase the profitably of the targeted company. Such shifts and changes have also led to new themes. These themes continue to redefine the nature of marketing. Pauwels and Hanseens (2007) believe that more marketers should focus on these themes to remain profitable.

Modern technological advancements have made numerous contributions to these shifts in marketing (Kotler & Keller, 2012). For instance, more companies and marketers are using new technologies to improve their businesses. Social media networks, televisions, and the internet have become useful avenues for many marketers. These changes in technology continue to reshape the nature of marketing.

The concept of personalization has also emerged as a new theme because of these shifts in business practices. Producers are focusing on the needs of specific groups in the marketplace. The produced goals and services are tailored to address such needs. The marketer is, therefore, using appropriate marketing strategies that can deliver quality products to these customers (Pauwels & Hanseens, 2007). As a result, more customers have been forced to purchase goods they may not need. Decentralization has also emerged as more companies focus on the needs of the global customer. Marketing channels and distribution networks have improved in an attempt to deliver quality products to more customers.

The wave of globalization is a theme that has emerged in these broad shifts (Francis, 2007, p. 351). The marketer has understood how to attract global consumers. The current forces such as technological developments and international logistics are making it easier for companies to realize their marketing goals. These shifts are encouraging more marketers to target international customers. The practice has also promoted the wave of globalization.

As well, empowerment has become a new theme because of these shifts in marketing. Marketers and companies are currently focusing on every aspect of marketing to deal with competition. This is done in an attempt to record quality results. Such efforts are critical towards empowering more stakeholders and consumers (Martisiute et al., 2010). Empowerment continues to force marketers and consumers to reexamine their roles in society.

Consequently, new societal forces have emerged in the recent past. Such forces continue to reshape the world of marketing. For instance, more consumers can get quality information about specific products in the market. Marketers have also come up with new approaches that can maximize their profits. Francis (2007) also believes that the current societal forces have promoted the idea of corporate responsibility. This concept has forced companies to rethink their business strategies in an attempt to support the welfare of different populations.

Recommendations for Future Research

Future researchers should consider how marketing can be undertaken professionally. The approach will avail desirable information to more consumers. This knowledge will also empower more customers and make it easier for them to purchase different items that fulfill their needs. The second research issue to consider is how business organizations can make marketing part of their corporate social responsibility (CSR) agendas (Ahearn, 2011).

Conclusion

Marketing has become an organizational goal that focuses on the major shifts experienced in the world. Such shifts in marketing have led to new themes such as globalization, empowerment, and technological advancements (Francis, 2007). These themes continue to transform the behaviors, needs, and expectations of many consumers. Marketers should, therefore, improve their ethical roles and practices to prevent consumer exploitation.

Reference List

Ahearn, R. (2011). Rising Economic Powers and the Global Economy: Trends and Issues for Congress. Congressional Research Service, 1(1), 1-40. Web.

Chinta, R. (2006). Retail Marketing Trends in USA and Their Effects on Consumers and the Global Workforce. Business Renaissance Quarterly, 1(2), 65-79. Web.

Francis, J. (2007). Internet Retailing Quality: One Size Does Not Fit All. Managing Service Quality, 17(3), 341-355. Web.

Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, New Jersey: Pearson Prentice Hall. Web.

Martisiute, S., Vilutyte, G., & Grundey, D. (2010). Product or Brand: How Interrelationship Between Customer Satisfaction and Customer Loyalty Work. European Journal of Interdisciplinary Studies, 2(1), 5-15. Web.

Pauwels, K., & Hanseens, D. (2007). Performance Regimes and Marketing Policy Shifts. Marketing Science, 26(3), 293-311. Web.

Plymouth, K., & Martin, J. (2012). Bill Payment Trends: Major Shifts in Consumer Behavior Require Comprehensive Planning. First Data, 1(1), 1-15. Web.

Introduction

Easycut hair salon has just been opened in a small country town. In order for the owner to realize the full potential of her business, a marketing plan will be required. The plan will detail the steps that are to be followed if the business is to be successful. There are many components of a plan that must be considered for a new business and this report seeks to detail them and to illustrate how they can practically be used for the growth and eventual profitability of a business.

Elements of marketing planning

The main elements of marketing planning are marketing audits, analysis of the strengths, weaknesses, opportunities and threats, setting of objectives, devising a marketing strategy and the eventual implementation of the plan using different programs (Cohen 2005). Market audits are similar to financial audits. They are fundamental in assessing the initial situation a company is in. For established companies, market audits are important in assessing the strengths and weaknesses of that particular company at that moment. They are also used in the analysis of the opportunities that a company should endeavour to maximize as well as the threats that the company faces. As the environment within which the business operates in rapidly changes, the business should conduct routine market audits to continually evaluate their position and progress in relation to the market.

Another component of a market plan is a detailed list of the objectives that the company wishes to meet (Capko 2004). These objectives and the audits form a template on which other components of the plan can be built. Objectives broadly include the volume of sales the company wishes to move, the profits expected and the market share predicted. After the objectives have been set, the planner can then begin drawing up a strategy. This involves the development of strategic criteria that are going to be used in order to realize the goals set.

Audit

An audit as explained above is an assessment of the company using the SWOT analysis method (Piercy and Giles 1989). The strengths of Easycut Salon can be classified into human resources, infrastructure and technology. The salon has a very ambitious proprietor and with her enthusiasm, will attract qualified personnel who will be fundamental in the success of the business. The salon is also located in a very prime area of the town that is bound to attract many customers. The proprietor has prospects of introducing top of the range hair and beauty products which will go al long way in attracting customers to the salon. The purchase of modern hair and beauty care equipments that guarantee good results consistently is also strength.

There are a number of areas however that will need improving. Key among them is the lack of experience on the part of the proprietor. Although she does possess the required skills, her experience is limited. Therefore, for this not to set the salon back, she will need to adapt first and engage the services of qualified personnel with considerable experience.

The opportunities presented by Easycut are endless. First, there is a shortage in reliable hair care products and professionals in the area. This means that there exists a need gap that presents a very handsome prospect for the proprietor should the salon cultivate confidence and a culture of reliability and guaranteed results consistently (Brooksbank 1996). Since the salon is located in a prime area, there is a possibility for rapid expansion into the adjacent buildings should the initial business get off to a good start.

There are imminent threats to the success of Easycut. These are mostly presented by competitors who will be intimidated by the level of organisation at the salon and will attempt to push it out of the market.

PEST Analysis

A PEST analysis is mainly an evaluation of a business in the lines of Political, Economic, Social and Technological factors (McDonald and Wilson 2011). The political bit entails the government licenses and other laws that apply to the specific industry being analysed. For Easycut salon, there is a need for the facility where the salon is to be set up to be inspected by the local authorities in order to determine whether safety and health standards are met. The salon will also have to comply with the tax structures, labour and environmental laws.

Economic factors entail the initial cost of setting up the business. This has to consider equipment needed, rent, cost of decoration and refurbishment. The costs incurred will then determine the revenue structure to be adopted including employee wages, other expenditure and profits. All these must factor in inflation and other prevailing market forces.

The social considerations will be the culture of the customers and in particular their reactions to the business and its products. The population of the town is also detailed here so as to determine the target population size. The composition of the population is also considered so as to determine whether labour is readily available. Social trends are also detailed so as to keep up with what is in demand in a bid to attempting to satisfy the customers.

Finally, technological factors determine the level of sophistication and automation to be adopted (Shinno et al 2006). These factors are closely tied to the economic factors as the amount of capital will determine the kind of machinery to be used.

Barriers to marketing planning

The biggest barrier that Easycut might face would be the lack of management support. If the market plan is not implemented as it is proposed due to lack of commitment on the part of the management, then the marketing plan will have failed (Ranchhod 2004). There is thus a need for continued commitment to the course of implementing the plan.

Another barrier to the success of the marketing plan would be the lack of knowhow on the part of the employees who will be fundamental in the implementation of the plan (Menon et al. 1999). There are specific skills that will be required, e.g. the collection of data and its analysis. There is a need for the professional analysis of data to come up with viable solutions for future implementation and also in the successful communication of this information to the relevant authorities. Another barrier would be the lack of the required resources needed to assess the progress of the plan.

MacDonalds Ten s approach

In an attempt to overcome the barriers to marketing planning, the Ten S approach will be tasked. The first step towards minimising the barriers of marketing planning is to have a sound strategy even before the specific tactics have been detailed. For Easycut Salon, the strategy should be the sole basis on which the salon should continue. The other step to reducing barriers is to situate marketing within the salon operations. This ensures that focus is solely on the sensitization of customers towards the relevant products and services offered by the salon. The third step is to make sure that the values required for the successful implementation of the detailed plan are shared among the players including the proprietor, employees and other stakeholders.

The sure way of ensuring that the business is aware of both the internal and external changes would be by the use of the SWOT analysis mechanism (Haberberg 2000). Here, the salons strengths and weaknesses are analysed alongside the opportunities and threats posed by the external environment.

In order to reduce the barriers of marketing planning that stem out of the lack of necessary skills on the part of human resources, the salon should be conscious of the limitations and strengths of its workforce (Kerin and Berkowitz 2006). It is therefore paramount that the salon endeavour towards imparting the necessary skills and knowledge required by constant training and retraining. The next step to removing barriers would be to systematise the process.

This means that the planning process should detail a precise approach towards implementation with details of the expectations in each step clearly laid out. Next, the salon should sequence the manner in which its objectives are to be met. The primary objectives should be given priority whereas the secondary and tertiary objectives should follow. It is only by fulfilling the first set of objectives that the salon should consider the next set and the process continues until all objectives are met. There is need for the company to develop a positive culture and style. The way we do it mentality is the greatest hindrance towards change and often, such negative cultures cause respective companies numerous opportunities in the market (Wheelan and Hunger 1998). Easycut should thus develop a positive culture that embraces change as the driving force for future successes.

There are ten steps that have been detailed in the discussion above and they are illustrated in the figure below.

Marketing plan for new range of beauty treatments (Kassel 1999)

Summary

Easycut Salon has decided to introduce a range of beauty treatments that will revolutionize the beauty care industry around the town. This plan aims at ensuring that the range of beauty treatments introduced are profitable and assist in the long-term establishment of the salon as a leader in the development of these treatments.

The Challenge

The beauty treatments are made from natural herbs and are thus not harmful to the body as they contain no additional chemicals. These products are odorless and are easily washed off. They do not pose any harm to the health of the hair and they are very effective in its nourishment. The salon aims to move 20 liters of these products on a weekly basis. This will diversify the revenue source and will eventually grow into the premier revenue source.

Situation Analysis (Audit)

Currently, there are no homemade beauty treatments that are in the market. This means that with the initial results gotten from laboratory tests done on the products, which were very positive, the salon can produce the range of products in the premises. The beauty products have the advantage of being 100% natural and this helps to endear them to the customers. The products are however still in the initial stages of development and they will be improved and perfected further as production continues and new techniques are incorporated.

The products have received positive feedbacks from the customers on whom they have been tried on. Therefore confidence in the products is high and this will form the basis from which we will roll out the products for use en masse.

Easycut Salon is the only beauty outlet in the town with this kind of unique products. The fact that the salon is the pioneer in this venture will only serve to strengthen its resolve and assist in rooting itself in the beauty products market.

Market Strategy

In developing a market strategy, the marketing mix will be considered. Basically the strategy is constituted by the product, price, place and promotion (Miles 2003).

The product will be developed with the sole aim of making Easycut into a brand name. In order for this to happen, the quality of the range of beauty treatments will be continually assessed to make sure that it is in line with what the management envisages. The line will initially have 3 products but more will be developed over time and in response to the market needs. The packaging will bear the name Easycut and the initial products will be in tubes of 500ml. This will make them readily available to customers who may wish to carry them for use in their homes. However, the primary focus will be on the use of the products inside the Easycut premises.

The price of the product will initially be dependent on the cost of its production, the tax regime and profit. Since the products that Easycut wishes to introduce are relatively from a new concept, the price will steadily increase as the product is perfected. There will be value addition to the products and this will be judged by the customers who will be the beneficiaries of the product.

As detailed above, the initial focus will be on the production inside the premises. The product will primarily be used on-premises with the option of customers buying small quantities in their homes. Once the initial phase is successful and the product has been developed to meet commercial standards, plans will be made to iron out the logistical issues arising which will include production sites, warehousing and distribution mechanisms (Cheng 2010).

The promotion of the product will initially be on the premises. Displays will be laid out so that customers can see the products even from across the street. Employees will play a major role in the promotion of the products as they must be in a position to detail the advantages of using the products over others. After the initial phase, commercialization of the product will require massive promotion mechanisms including advertisements (Stevens and Loudon 2006).

Implementation

The strategy detailed above will require careful implementation. There are a number of tactics that will be used. The initial phase of implementation will include persuading the customers to try the products out. The employees are expected to gauge the initial reaction by customers towards the product. After using the products, they are then required to gauge the reaction of the customer. Regardless of the feedback gotten from the customers, employees should report it to the management. In this phase, there will be substitute products that are commercially available in the area and customers may choose them if they wish.

The second phase will depend on the reception acquired in the initial phase. A positive reaction is expected by the management. The next phase will include negotiating with different outlets that sell beauty products to stock Easycut products. During this phase, the salon will be required to stock only Easycut products and customers will only have a choice of the range of products with the salons brand name.

The final stage will include the commercialization of the product. This will require massive budget allocations as production will shift to a larger facility off the salons premises. There will also be distribution channels crafted and warehouses leased for a massive roll out of the products nationally.

Ethical Issues

These are moral issues that define the right and wrong behaviour in the market. An ethical issue that may arise concerning the product is the type of ingredients that go into the manufacture of Easycut range of beauty treatments. The ingredients that are used in the treatments are natural; some consumers are generally mistrusting and might claim the contrary and be sceptical of the products composition.

Promotion ethical issues may arise if the company used hard hitting advertisements. There is an expectation that promotional initiatives should not be offensive to the general public and to the competitors. There might thus be an accusation levelled against Easycut for aggressive promotion of its products aimed at gaining a market share rapidly (Kärnä, Hansen & Juslin 2003).

Asda, a retail chain in the UK was accused of stocking genetically modified foods whose long term health implications are unknown. This raised an ethical issue and in a bid to assure its customers, the company phased out all the genetically modified products it dealt with (Hill & Westbrook 1997). Easycut salon should ensure that their product ingredients are listed on the package in order to avoid any ethical issue that may arise from the quality of its products.

Conclusion

Marketing planning is invaluable to the setting up and success of a given business. It is also fundamental for established businesses as it is a way by which the businesses can build on their foundations. For a company to be successful, it must carry out a detailed SWOT analysis that is aimed at analysing the strengths and weaknesses in its internal structure against the opportunities and threats in the external environment (Lehmann & Winer 2002). A PEST analysis is also valuable in determining the prevalent political, economic, social and technological conditions (Panagiotou 2003).

In creating a successful market plan, an initial audit should be followed by the re-evaluation of company goals and objectives. This is then followed by the drafting of a strategic approach towards the fulfilment of these goals (Booms and Bitner 1981). After the strategy, the business should then endeavour to implement the plan as is laid out. There are several barriers that the plan might run into. These are broadly related to time, resources and skills (Valentin 2001). The tens approach has been illustrated in the discussion above as means of avoiding these barriers. If a plan is well executed, then, the goals can ultimately be met.

References

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Introduction and Core Issues

Charles I had established a company called The Post Office in 1635 which grew since then to a very wide company, but later in the 90s it broke off into two segments; one that handled the post and one that handled the media. In 2002, The Post Office official came to be known as the Royal Mail group. Royal mail group has three businesses working underneath it, and Royal Mail is one of them. Royal mail was given the main task of handling all the mail assortment and delivery of the mails to different places. In 2003, they were assigned the task of delivering parcels as well. These parcels were aimed to provide a solution to the business market (CWU Research).

Royal mail works throughout the UK and provides solutions and collection services to businesses in the UK. It works 6 days a week delivering its post to people all over the UK. The maximum weight that Royal mail handles is about 20 kg and delivers to more than 20 million people all over the UK handling about 82 million items per day (CWU Research).

Royal mail has divided itself into 3 different categories catering to different markets. One is the personal customers  these are those that get their everyday needs fulfilled to send out small packages to other people around the UK, this package is for personal use. The second is for small and medium businesses  this caters to the small businesses, which need to send packages to their customers or other small businesses. Last is the Corporate and the Public sector  this caters to all the big corporation who want to increase their customer base and want to send packages and mail to different people and businesses (Royal Mail Group).

Since some time now competition in the market for Royal Mail has increased a lot and many new companies have come in the offer better services and better rates, due to this reason Royal mail has lost a lot of market share. This has been a big downside for the company as it used to be very well known in the market but now it not considered as one of the best services providers, people now wish to use other services rather than Royal Mail.

The sad part of Royal mail is that it has failed to meet its financials set for some time now which shows that it may be going into a financial loss (Webb). Not only has the finance been unreached but the quality that was communicated and promised to the customers had not been met which caused disappointment between the people, who started switching to other postal services and it has been criticized heavily by many users. The efficiency of their work has also gone down very much and has failed to achieve the efficiency target that has been set up for the company during the past few years (CWU Research).

These few issues that Royal mail is facing are not small ones that can be ignored but are very big issues that need to be resolved properly by the company. If that is not done then the company will be facing even more huge losses than it had ever before. Since the customers are getting better quality and better service from another company, therefore, it is obvious that they will switch to that company. Brand loyalty matters a lot and that can only be built when a brand delivers its promises and does much more helping customers reach customer delight that makes them stay loyal to the brand and not even think about using the services of another company.

Another problem that the company failed to notice and take into account is that many people both employees and outside had not accepted the companys shift from personal mail to the business market. People believed that Royal Mail was more related to personal mail sending mails from one person to their family or relatives or friends. But, since the change, they failed to relate themselves to the brand. This was one big mistake; they should have done market research before to see the acceptability of such a change and what people would think about it and how to go about doing it instead of bringing a fast drastic change in the company.

Now, Royal Mail has lost a lot of its market to its competitors and is suffering from the mistakes that it has made. It has not been able to reach its targets and no matter how hard they try they keep facing one glitch or the other in their schemes and campaigns to bring the company back to the top where it once used to be.

Proper research of the market and market trend must be done to understand what the market wants and how to go about achieving the targets. This the only way that proper strategy can be made to raise the market share of Royal Mail again and to become number one in the UK again.

Strategic Intent Statement

Set Strategic Intent

Any company needs to set goals and set its vision and mission of a company for the future what the company would like to do. Hence, the company needs to have a sense of direction to understand where it is heading in the future. Royal Mail needs to find that sense of direction and see where it is heading in the future. Royal Mail needs to see itself as the market leader again in the next few years and gain back the market share that it had lost (Telegraph Review). It should direct itself to rising again from the fallen. Royal mail should see itself grabbing every opportunity to do what it needs to rise in profits again and reach all the goals that it had once lost.

Another issue may suggest that Royal Mail needs to find is its sense of discovery. They need to understand that there is nothing that they cannot achieve when they put their minds to it. Royal Mail has to make is Unique selling point and this point should be that they can deliver anywhere and anything at any time. The package needs to be different from that of its competitors and make sure that they give discounted rates to their customers to that they can at least develop a customer base to work with.

This USP is something that they should focus on the ad it will then later become the image of the brand. People will expect the company to deliver what it has promised and Royal Mail will deliver that and much more for its customers. Customer delight: a way to the customers heart. They will also make follow up calls and take feedback from their clients about their services so that they can improve on their services and show their customers that they care (The Telegraph).

Lastly, the need to have a sense of destiny, they need to provide their employees that what they are doing is the right thing and that they can excel at everything that they put their minds to. They have to show the employees that they matter and that they have a bright future ahead in the company and the company can do nothing without them. With this sense in them, the employees will work happily for the company which in turn will provide betters services to its customers working in a two-way direction.

Set the Challenges

Royal Mail must set the challenges for the company itself. It should have targets that it can achieve and give its employees incentives when the reach that many targets, this gives motivation for the employees to work harder for the company. The company should challenge itself on its efficiency and increase its quality so that it can have that impact t on the customers that it needs to give out. And once it has achieved that challenge they will be back to the top that they were before.

Empowerment of the Strategic Intent

The company must realize that these goals cannot be achieved without the help of everyone in the company. The upper management of the company has to mingle with the lower levels of the company as well. They should have a discussion involving the opinion of the lower management as well and letting everyone take part in the decision-making process so that no one feels left out. That way everyone will be satisfied and willing to put their heart and soul into working for the company.

SMART Objectives

After the company has set up its strategic intent, it must make its Smart Objectives that must follow at all paths and lines for the company to make sure that they achieve their goals. These objectives must be as follows:

• To increase the efficiency of the company and make deliveries and collections on time and if possible in case of emergencies then they must make it before time.
• They must have employee satisfaction and a high motivation level in the company so that employees working in the company will be motivated enough to work their hardest for the company.
• To increase the rates of the services and provide better packages that will attract the customers to using their service only and to raise their level and quality of service for the people so that they can gain their loyalty towards the company.

Marketing Plan

Target Market

The target market of the Royal Mail has to be the mass market. It should rage from the business for people. It should target people who are most likely to send things to others who are living separately from their families. They can also target small, medium and big businesses providing a wide range of services to them. They should not limit themselves to only one of these but should give equal attention to all.

Brand Positioning Statement

Royal Mail needs a brand positioning statement that will attract people to give them another try and that they will this time be more than what they had expected them to be and they will deliver their promise. The statement will be as such:

For individuals and businesses; be it big or small, Royal Mail is the quickest and most efficient way to deliver your packages and posts to at a very cost-effective rate because only Royal Mail has the right methods to do that

Service Strategy

Royal Mail needs a service strategy that will be effective in every way possible for the brand that it will pull in customers. It needs to be strong enough to do so and it needs to be different from other strategies as that is a very important aspect, to differentiate oneself from its competitors. Without that there will be not much of a difference in the services being provided and the company will be taken as just another company in the market.

Royal Mail will make calls to its customers confirming the delivery of products on time and if they and any issues then taking them done and working on them. It is very important to get customer feedback about the service that is being provided as it shows the customer that you care and also the company can get customer feedback and work on the faults that have pointed out by the customers.

Royal Mail will give a date and time to deliver the package and will deliver on time but the emphasis will be on delivering before time as that gives the company a strong point to look onto as customers will be happy that their products are being delivered before the mentioned time.

Royal Mail will offer collection services from households as well, people will not have to come to the office to deliver their product but they can easily call up and ask for the company to pick up the package and deliver it.

Royal Mail will also expand its services to the outside UK and start sending packages abroad so that people dont have to hassle and go to a different company when they need to send a package abroad.

IMC Strategy

Royal Mail will have a USP of delivering to the customers before the required time. It will be their unique selling point in which they can differentiate themselves from their customers. Royal Mail will be able to cash on this point.

Their main message to their audience will be that they deliver to their destination in due time if not before. It will be communicated that all the strategies proposed above will be done by Royal Mail and the customers will not be let done but will experience extreme satisfaction on behalf of the company. They will also communicate to their customers that the packages will be perfectly safe with the deliverers and if there will be any mess up then the company will be responsible for it.

The best way to communicate all these messages to their customers will be via a television advertisement as these are the best way to reach their audience. Next, they will also use newspaper advertisements. For businesses, they will send personalized card offering packages to the company that they will be willing to work with.

By doing all of these the company can reach its audience better and leave them with whatever their requirements maybe.

Conclusion

Royal Mail has lost a lot of market since a very long time and it is now time for it to grab its market share back and to return into the market with aggression and show the competitors that Royal Mail is royalty. All the strategies mentioned above will be sure to help Royal Mail get its customers back and gain their loyalty as long as they dont fail to deliver the promises and keep them they way they are supposed to be kept as without that they will never be able to have customers. It is high time for Royal Mail to get back to its feet and start doing things the right way.

Works Cited

CWU Research. Royal Mail Profile. CWU Research. 2004:1-4.

Royal Mail Group. Welcome to Royal Mail. 2011. Web.

Telegraph View. The Post Office Thinking Outside the Box. 2010.Web.

Webb, Tim. 2010. Royal Mail profits dip as letters business suffers £66m loss. Web.

The Telegraph. Research International, the company which measures Royal Mail performance. 2011. Web.