Business Finance
ECOM 301 Saudi Electronic University Coffee Market E Marketing Plan Report

ECOM 301

Saudi electronic university

ECOM

Question Description

I’m studying for my Management class and don’t understand how to answer this. Can you help me study?

Hi there,

this assignment us very important as it covered 25% of the semester total grad the due date is Thursday, April 9, 2020.

Note: A mark of zero will be given for any submission that includes copying from other resource without referencing it.

Or copy from any other student.

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2nd Semester (2019-2020) Assignment 2- E-Marketing Plan Report Due Date: Saturday, Week 12 Online submission via Blackboard Purpose To assess your ability to analyze a real-world electronic marketing campaign. Overview Throughout this course, you will be searching and analyzing a company web site for its application of electronic marketing principles. • You need to select a B2C website that you will follow throughout the course. You have to get the approval from your instructor before you start your project. • The web site is to be a brand site, not a site for a mega corporation with many different brands. For example: Nestle.com is a corporate website, while Nescafe.com, Dolce-gusto.us, Nespresso.com, Coffeemate.com are all Brands website. • The website must have a free newsletter or email communications. You should sign up for free to get newsletter or email communications from the website you have selected. This will help you to understand the various elements of their online strategies and give some insights into how their multichannel marketing is carried out. • Make contact with the chosen brand web sites by asking for information, or even purchase a product if you wish. ECOM 301 1 • Register at the B2C web site you have selected. Indicate in your report what data was captured on the registration form. • If the company has retail outlets nearby, you also should consider a visit to the retail site. This will allow you to look for ways in which the firm is integrating marketing activities on and off the Internet You should put together an annual e-marketing plan to help set the marketing in general on the right course to make any company's business goals a reality. It is a high-level plan that guides the direction of the team's campaigns, goals, and growth. Without an e-marketing plan, things can get messy -- and it will become nearly impossible to plan the budget that is needed for the projects, hiring, and outsourcing required over the course of a year if you don't have a plan. An effective e-marketing plan should contain the following elements: Table of Contents Executive summary – an overview of the entire plan. Introduction – what is the product or service? Describe it in detail and explain how it fits into the market. 1. Business Summary • Company Name. • Marketing Leadership Team. • Headquarters, Office Locations. • Mission Statement. • SWOT Analysis. 2. Target Market • Describe your target market segment in detail by using demographics, psychographics, geography, lifestyle etc. • How large is it? 3. Marketing Objectives and goals ECOM 301 2 Explain your marketing objectives and goals in term of sales volume, market share, return on investment or any others for your marketing plan and the time needed to achieve each of them. 4. Market Strategy Explain your marketing strategy chosen in term of aspects such as Product, Price, Promotion, People, Process, Physical Evidence and other tactical or environmental variables. 5. Budget Detail the breakdown of the budget available to you and the expected ROI from each channel. 6. Marketing Channels Explain how you will use the following channels to achieve your goals: • Content marketing. (Content includes text, graphics, videos, and other related materials people are looking for and are very interested in). • Social media marketing (Twitter/Instagram/Facebook Promotions, etc…). • Email marketing. • SEO (Organic vs PPC). • Display Advertising (Google Ads, etc…). 7. Evaluation Plan You need to evaluate the system/strategy in place before the plan is put in action. Summary – Summaries profits, costs, advantages and why the plan should succeed. ECOM 301 3 Assignment Structure: A.No Assignment-2 Type Marks E-Marketing Plan Report 15 Presentation 5 Total 20 Useful links: • APA reference system https://student.unsw.edu.au/apa • About plagiarism https://wts.indiana.edu/writingguides/plagiarism.html Guidelines for the project assignment: • This is a group project, which is a part from your course score. It requires effort and critical thinking from each student in the group. Each group will consist of 2 to 4 students. • Use font Times New Roman, Calibri or Arial. • Use 1.5 or double line spacing with left Justify all paragraphs. • Use the footer function to insert page number. • Ensure that you follow the APA style in your project. • Your project report length should be 2000 words. • Assignment has to be in Word format only no PDF. • First page of the assignment is the cover page, it should be filled with Course Code (ECOM301) and Course Title (E-Marketing) and CRNStudent Name and ID. Number Date of Submission. • A mark of zero will be given for any submission that includes copying from other resource without referencing it. • Assignment -2 should be submitted on or before the end of Week-12 • If the assignment shows more than 25% plagiarism, the students would be graded zero. • Finally, your file should be saved as Word Doc like ID.NO- ECOM301 A-1 STUDENT NAME.doc [only CAPITAL LETTERS] [Example.] 170058384-ECOM301 A-1 BANDAR ALGHAMDI.doc ECOM 301 4 ...
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Final Answer

Thank you for working with me . Hope I can help you with more questions in the future. Bye for now!

Running head: E-MARKETING PLAN REPORT

E-Marketing Plan Report
Name
Institutional Affiliation
Date

1

E-MARKETING PLAN REPORT

2
Executive Summary

Presently, coffee is the most popularly traded agricultural product in the world, with it having a
global market. This article focuses on creating an e-marketing plan for Costa coffee, which was
founded in 1971 by the Italian brothers, and that has expanded into becoming the second largest
coffee brand in the world after Starbucks. The paper provides a business summary for the
organization with the SWOT analysis that shows its opportunities in expansion, explanations on
the target market, marketing objectives and goals, market strategy, budget, marketing channels,
and evaluation plan. This paper ends with a summary of the topics covered, which explains a
rationale for why the proposal should succeed.

E-MARKETING PLAN REPORT

3
Introduction

The product selected for this research is coffee. Carvalho, Carvalho, and Souza (2019)
describe coffee as a drink that gets manufactured from roasted and ground beans and with colors
that look like the drink contains milk. According to Carvalho et al. (2019), coffee is one of the
most traded agricultural commodities in the world, with the coffee business amounting to tens of
billions of dollars. Carvalho et al. (2019) assert that coffee is consumed globally, and it presents
excellent opportunities for innovation in terms of different channels, and in mature markets
where there is high competition. The five largest coffee consumers in the world include Brazil,
United States, Indonesia, Germany, and Japan (Newman, 2020).
The consumption of coffee in the market gets fueled by its numerous health advantages
(Grosso, Godos, Galvano, & Giovannucci, 2017). Grosso et al. (2017) explain that the health
advantages presented by coffee consumption include improving energy levels through caffeine, it
is excellent for burning fat, it may help protect against diabetes type two, protects against liver
cirrhosis, and lowers the risk for Alzheimer’s and heart diseases etcetera. While coffee is very
advantageous, its side effects cannot remain unnoticed, which include insomnia, restlessness, and
a possibility of increased bedwetting for children (Grosso et al., 2017).
Business Summary
The chosen business is Costa coffee, which is accessible through https://www.costa.co.uk
website. Upon accessing the site, a user can note that it is very interactive with bright, appealing
colors. The website allows an existing user to login through clicking the “Sign in” button in the
navigation pane. To log in, a user needs to input their username and password. If one is not a
registered user, the website requests that one creates an account. After clicking on th...

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