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MBA631 Digital Marketing And Communication

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MBA631 Digital Marketing And Communication

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Course Code: MBA631
University: Kaplan Business School

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Country: Australia

Question:

The purpose of this assessment is to formulate a digital marketing strategy for an existing organisation / business. You are to compare the companies on which each team member conducted the Digital Strategy and Marketing Audit. You are to review each of the organisations’ digital marketing problems (using the findings from the Digital Strategy and Marketing Audit.
Choose one of the companies to develop the Integrated Digital Marketing (IDM) Plan and attempt to solve the problems through the better use of digital marketing knowledge you learn from this class.
Your key objective is to integrate your subject knowledge – including the set of digital marketing models, strategies, tactics, and values – to generate a thoughtful and successful IDM plan.

Answer:

Introduction
Mission, vision and overview of the operations of the organization
Café Coffee Day is one of India’s biggest café chain which is owned by Café Day global Limited. Currently, the organization operates around six countries across the world. Apart from this, there are various subsidiaries of the organization throughout the whole world (Cafecoffeeday.com 2018).
The mission statement of the firm is to become the best café chain across the whole world by offering world class coffee to its customers at an affordable price.
The vision statement of the firm is to be the only office for dialogue over a cup of coffee. The primary objective of the firm is to create a great ambience where the customers can enjoy themselves over a cup of coffee.  The main tagline of the organization is ” A lot can happen over a cup of coffee” (Cafecoffeeday.com 2018).
In case of Fettayleh Foods, the organization is the biggest meat providers of Western Sydney. The organization provides high quality meat products to a range of customers globally.  Apart from this, Woolworths and Coles are their biggest clients.
The mission statement of the firm is to become the best meat provider across the country.
The vision statement of the firm is to provide high quality products to its customers.
Marketing Strategy of both the  firms
The organization Café Coffee Day effectively uses different forms of marketing strategies in order to gain an effective market share in terms of its competitors. The marketing strategy can be evaluated with the help of 4p’s of the firm.
Product-There are various products that the organization Café Coffee Day offers to its customers. The products are as follows:-

Hot coffee
Cold Coffee
Quick Bytes
International Coffee
Smoothies (com 2018).

Price- The main aspect of the organization Café Coffee Day is that they offer products at affordable prices. The organization keeps the prices of its products according to its demand in that particular place.
Place- The organization is located at every possible location, where the business could be easily generated.  It caters wide range of customers. However, it mainly targets the youths.
Promotion- Café Coffee Day promotes its products at various places. In addition to this, they try to connect with every customers who visit their store.  The organization also uses different forms of digital marketing strategy (Cafecoffeeday.com 2018).
In Case of Fettayleh Foods, the organization uses the tool of mobile marketing in order to promote their products across wide range of customers. The organization uses the tool of mobile marketing in order to send their customers regarding SMS reminders regarding various deals, rebates, attractive menus. In addition to this the organization also engage their customers with the help of various opinion polls with their customers (fettayleh.com 2018). In addition to this, the organization promotes its products through various tools of social media like Facebook, etc. In addition to this, it can be also inferred that the prices of the products is at par with the demands of the customers. The organization do not comprise their products in terms of quality and this is the reason why the customer base of the customers is increasing at an increasing rate. Due to this reason, it supplies products to two of the biggest retail giants like Coles and Woolworths. The organization also influence its customers in promoting a healthy lifestyle and due to this reason, it has gained the confidence of its entire stakeholders. Due to its extensive use of digital marketing strategies like mobile marketing and social media marketing, the organization has gained a positive brand image in the market (Felix, Rauschnabel and Hinsch 2017). 
Integrated Marketing strategy of the firm-Digital Marketing Problems for both the organizations
There are various problems in digital marketing strategy of Café Coffee day. The organization utilizes only 50 percent in digital marketing. On the other hand, Fettayleh Foods is highly successful in effectively using the tool of social media and mobile marketing in order to promote its products and services.
The main challenge Café Coffee day is to attract new customers and to increase their online website traffic. The organization has failed to implement new form of digital marketing strategies in order to promote their products. On the contrary, Fettayleh Foods is actively into mobile marketing and social media marketing which has helped the organization to gather a positive market image among the stakeholders of the firm. However, the main problem Fettayleh Foods is its traditional marketing strategy which they have to improve in order to position themselves as a niche brand. They need to redefine their customer segments and open new market segments. Apart from this, the organization needs to develop its resources and value chain with effective usage of modern forms of technology. It is important for the firm to attain some level of core competency in comparison with their competitors. Due to this reason, Fettayleh Foods needs to be more effective in terms of their marketing strategy (fettayleh.com 2018).
In addition to this, it can be deduced that Café Coffee day need to re-position their branding strategy with the help of an effective digital marketing strategy. It can be inferred that the organization mainly caters a certain section of people of the society. However, it is important for the organization to re-brand themselves and cater through different other segments of customers. Apart from this, they need to improve their product line in order to compete with their competitors like Starbucks. In addition to this, the organization needs to change the prices of few products which are mainly targeted to the high range of customers. Due to this reason, the organization Café Coffee day is selected for the proposed digital marketing plan (Ryan 2016) 
Digital Marketing Plan for Café Coffee day
In this report, digital marketing plan of Café Coffee day has been selected due to their wide range of problems and its 50 percent involvement in digital marketing strategy.
Search engine optimization is a process which affects online visibility of any website ensuring the site appears top of the list in case of any search engine. It is considered to be the most trusted source for all the modern day organizations. It is also considered to be an effective digital marketing strategy in order to attract new customers (Baker and Saren 2016).
The organization Café Coffee Day needs to improve its digital marketing strategy through the use of SEO analytics. From the above graph, it can be inferred that the website traffic of the organization is volatile. This further infers that the organization needs to work upon the tool of search engine optimization. It can be also inferred that the traffic of the website is down by 0.8 percent per year. This is not at all a good sign for the organization.  The organization Café Coffee Day can also utilize search ad campaign in order to increase their customer base.  There are several list of key words that the organization targets (Tiago and Veríssimo 2014). These are:-

Café Brand
Coffee
Hot coffee
Coffee shop
Ccds
Coffee chain

In addition to these, the organization can also target other type of keywords in order to target new customers. These keywords can be in the form of the following:-

New form of coffee
Unique coffee shop
Best coffee shop
Best ambience coffee shop

The given ad-words will help the organization to attract new customers and new markets with the help of digital platform.
Apart from this, it can be also inferred that the organization can also use the platform of social media. In case of modern business organizations, it has been found that social media plays an important role in case of promoting their products (Holliman and Rowley 2014). Therefore, it can be inferred that the organization Café Coffee Day needs to use the platform of social media in order to promote their products. The organization needs to use the platform of facebook, twitter, Instagram in order to promote their products. Apart from this, the organization needs to announce different form of discounts and offers through social media. In addition to this, Café Coffee Day can also make different forms important announcements via social media. In this manner, they can connect to their customers (Patrutiu-Baltes 2016). Apart from this, with the help of social media, the organization can also position themselves as a brand among all segments of customers. It will also help the firm to resolve their problems by taking feedback from their customers.  The customers will also be connect to the organization (Felix, Rauschnabel and Hinsch 2017).
Café Coffee Day needs to use the tool of mobile marketing in order to reach out to their customers. They can inform regarding various offers and discounts via mobile marketing to their potential loyal customers.  In addition to this, the organization can also use the method of email marketing in order to reach out to their customers. They can email various subscriptions to their prospective customers. This will help the organization to gain the confidence of the customers. Apart from this, the organization Café Coffee day needs to take effective steps to increase their brand image through content marketing. In this manner, the organization can develop their digital marketing plan.
The objectives of the organization needs to be SMART. This is as follows:-
Specific- The main motive of the organization Café Coffee Day needs to improve their digital marketing plan in order to increase their customer base
Measurable-This is measurable with the volume of sales and percent of website traffic of the organization.
Achievable- This is achievable if the organization develops a strong digital marketing strategy with the help of above mentioned tools
Realistic- This can be considered as realistic, as many of the firms have already achieved it
Time bound- The expected time frame is considered to be 6 months.
The proposed budget of the digital marketing plan is as follows:-

Sources of Capital

Owners’ Investment (name & % ownership)

 

Your name & % ownership

 $       120,000

Other Investor

            15,000

Other Investor

               1,500

Other Investor

                        –

Total Investment

 $       136,500

Bank Loans

 

Bank 1

 $         10,000

Bank 2

                        –

Bank 3

                        –

Bank 4

                        –

Total Bank Loans

 $         10,000

Other Loans

 

Source 1

 $                    –

Source 2

                        –

Total Other Loans

 $                    –

Summary Statement

Sources of Capital

 

Owners’ and Other Investments

 $         95,000

Bank Loans

            10,000

Other Loans

                        –

Total Source of Funds

 $       105,000

Startup Expenses

 

Social Media

 $         47,000

SEO

            18,400

Mobile Marketing

            23,000

Google Adwords

               9,500

Opening Inventory

                        –

Advertising / Promo Expenses

               6,000

Other Expenses

            50,000

Total Startup Expenses

 $       363,900

Table 1: Digital Marketing budget
(Source: Created by Author)
This is the digital marketing strategy which will be developed for the organization Café Coffee Day.
Conclusions and Recommendations
From the above analysis, it can be concluded that both the organization Café Coffee Day and Fettayleh Foods follow different kinds of digital marketing strategy. There are many challenges for both the organizations in terms of their strategies. In case of Café Coffee Day, it is recommended that the organization needs to develop a strong digital marketing strategy in order to gain a chunk of market share in terms of its competitor Starbucks. In case of Fettayleh Foods, it is recommended that the organization needs to develop their targeting and promotional strategy by adopting modern tools of technology. Apart from this, it is also recommended that both the organizations need to focus on their digital marketing strategy in order to again a higher percent of competitiveness in terms of their competitors.  
References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Cafe Coffee Day – India’s favourite Coffee Shop & hangout place. 2018. Café Coffee Day | A Lot Can Happen Over Coffee. [online] Available at: https://www.cafecoffeeday.com/ [Accessed 30 Sep. 2018]
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media Marketing.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Fettayleh Halal Smallgoods Meat Poultry. 2018. Homepage – Fettayleh Halal Smallgoods Meat Poultry. [online] Available at: https://www.fettayleh.com [Accessed 30 Sep. 2018].
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. Routledge.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), p.61.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.
Trafficestimate.com 2018 Available online at https://www.trafficestimate.com/ [Accessed 30 Sep. 2018]

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