SUBMISSION 1

ORGANISATION

Pop Boutique is a clothing company based in Manchester City Centre who manufacture their own collection alongside specially selected vintage clothing. They have stores in Leeds, Liverpool, London, Manchester and Gothenburg in Sweden as well as over 150 clients stocking their own collection around the world.

 PSOs

Blonde-Woman-Shopping-300px

24/7 CUSTOMERS

mobile-300px

APP

suitecase-300pxCORPORATE

ADVANTAGES

Large potential consumer base – growing city centre footfall Available to customers at all times/anywhere B2b contracts = Stable revenue
Repeat customers – x10 more profitable (Laurent and Eltvedt,2005) Provide a more tailored experience (Chaffey and Smith, 2013) Additional channel of brand awareness = Opportunity to expand
Opportunity to gain brand loyalty/lifetime value – Higher profits

DISADVANTAGES

Large number of competitors Cost of development Income sources – dependant on large orders
Competative – too many good quality apps More demanding – pay more + expect more
Complex to develop – Apps would have to be made compatible with iOS, Android and Windows.
Blonde-Woman-Shopping-300px mobile-300px suitecase-300px
TzeenieWheenie-red-green-OK-not-OK-Icons-3-300px TzeenieWheenie-red-green-OK-not-OK-Icons-1-300px TzeenieWheenie-red-green-OK-not-OK-Icons-1-300px

JUSTIFICATION

24/7

APP

CORPORATE

Brand loyalty: Repeat customers benefit a business Too costly for small businesses such as Pop Boutique B2b sales are more complex
Large pool of customers Popular platform for consumers Limited number of buyers
B2c are easier to target

ISSUES/RISKS

Unstable revenue Popular platform for consumers Large consumer base –  business accounts can be more expensive

Opportunity cost

DMC OBJECTIVES

PRO +/CONS –

PRIORTY JUSTIFIED

ISSUES/RISKS

1st To increase brand visibility amongst ‘24/7’ audiences by 20% across all social media platforms, starting January 2016 –June 2016 (measured with the platforms analytical tools). + Easy/Free to setup

+ Currently a limited online presence (link screenshots)

+ Engage with consumers online

Consumers have to actively Follow/Like in order to fully engage

Brand loyalty enabler

Important for small/medium businesses

Targets 24/7 customers

Potential customer disengagement
2nd To improve the SEO rank for specific keywords from January 2016. measured through Keyword testing online. +Improves brand visibility

+ 61% of searches lead to a purchase being made

Aglorithm changes

Important for low involvement purchases

Crucial for high site visibility

Poor natural site visibility
3rd To gain a 20% increase of online customer accounts from January – June 2016. + Increased brand loyalty

+ Measurable

-Does not guarantee sales

Targets 24/7 customers Keeping data collected safe.

Peter Charles Roberts – 12095735                                                                                                                                                                            Amar Chander – 12017188

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s