Gippaland E-Market Strategic Plan Essay Example | Topics and Well Written Essays - 2250 words

Gippaland E-Market Strategic Plan - Essay Example A survey done showed that its customers are mainly tourists and people in aged care and in hospitals. The target market is therefore the hospitality and the healthcare industry for both online and offline customers. There are few competitors that exist in the market and this is because GPS acquired the main competitor in the market. A market analysis revealed that the products are of basic importance and therefore there are no cultural beliefs attached to them. The political environment is also supportive and therefore it will be easy to run the online platform. GPS is strong as it is able to provide most of the goods required by the market. They also have a variety of products to suit different markets. The have also taken a customer based approach where they deal face to face with customers in order to win their trust. The threats identified were the developed companies around that posed the biggest challenge. The goal for online marketing is to grow its numbers, to provide support to customers and provide a platform where it will be easy to interact with customers and products. ... the website on a daily basis, monitoring revenues generated by each product or service and documenting customer ratings of products and services to find out which is the most liked. This online platform is seen to work if all the parameters discussed will be put in place and the governing boards ready to implement the plan. Apart from a few technical areas, the rest should be able to work and meet the company’s target objectives. TABLE OF CONTENTS EXECUTIVE SUMMARY 2 TABLE OF CONTENTS 4 1.0SITUATION ANALYSIS 6 1.1Our customers 6 1.2Our market 7 1.3Our competitors 7 1.4Intermediary and potential customers 8 1.5Wider macro environment 9 1.6Our own capabilities 10 2.0Internet specific SWOT summary 10 3.0GOALS SETTING 11 4.0STRATEGY 11 4.1Targeting 11 4.2Positioning 12 4.3Proposition and the marketing mix 12 4.4Brand strategy 12 4.5Online presentation and presence 13 4.6Content and engagement strategy 13 4.7Acquisition and communication strategy 13 4.8Conversion strategy 13 4.9Ret ention and communication strategy 14 4.10Data strategy 14 4.11Multichannel integration strategy 14 5.0TACTICS, ACTION AND CONTROL 14 5.1Tactics and action 14 5.2Control 15 5.3Governance 16 REFERENCES 17 1.0 SITUATION ANALYSIS 1.1 Our customers Gippaland packaging supplies has a variety of customers due to its broad range of products as explained in the introductory part. They supply products to small and midsized companies that include cafes, restaurants and take away shops located in the Gippaland region. Gippaland region is a tourist hub and therefore these services are of paramount importance. Other customers include hospitals that require products such as napkins, tissues and toilet papers, aged care and guest houses. All of them are customers who are held with high esteem by providing