Digital marketing and data analytics

R​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​eview the ‘Blue Bird’ case study and create a digital marketing plan presented in the form of a 2000 word report. The report should be comprised of two sections as follows: Part A:?Situational Analysis – To include; Porters 5-forces, SWOT/TOWS and Customer Analysis. Part B:?Strategy Formation – To include proposed objectives and strategies Requirements for these sections as described in the table below: PART A: Situational Analysis Porter’s 5-forces Conduct a Porters’ 5-forces analysis (refer to the updated 2001 version which encompasses the influence of the internet) PART A: Situational Analysis SWOT/TOWS A SWOT analysis identifying strengths, weaknesses, opportunities and threats for the business After creating the SWOT table, use TOWS to suggest strategies to; o Use internal strengths to capitalise on external opportunities. o Improve internal weaknesses through external opportunities o Use internal strengths to avoid external threats o Suggest strategies to avoid threats and minimize weaknesses PART A: Situational Analysis​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​Customer Analysis Consideration of Consumer Behaviour is also important. To address this, you are required to produce Consumer Personas in the form of Persona Cards to address the following scenarios: o Scenario one:?A new user registering on the website o Scenario two:?User searching for new product line information o Scenario three:?Existing customer searching the existing product range Describe how the developed personas can be used for marketing purposes PART B: Strategy Formation Strategic Objectives Based on your findings from the situational analysis, propose suitable objectives for the company using SMART, be clear as to whether objectives relate to acquisition, conversion etc. Consider how online channels can support the identified marketing objectives. PART B: Strategy Formation Proposed Strategies From the list of objectives generated, propose appropriate strategies which will help the company to meet the identified objectives. Stevens is looking for recommendations to move the company​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​ forward.

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