BCO 316 Industrial Marketing Dhgate Com Marketing Plan Project

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BCO 316

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Everything is included in the document, only thing is that you can choose B2B business of your choice.

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BCO316 Industrial Marketing Task brief & rubrics Final assessment • • • • • • Individual task You were just named the chief marketing officer (CMO) of a B2B company of your choice. You are to write a marketing plan the company for 2021. The objective of the assignment is to describe in detail the components of an industrial marketing plan. You are to examine the brand situation and based in your findings and on the content in the course material and other reference sources, you will build an industrial marketing plan that must be customer centered. Expected table of contents: o Define the market. The market is defined by the product-market matrix and is taken from the perspective of the customer. Which is your most profitable set of customers? What are they really buying? What do they value the most? o Analyze the situation. Understand the market, the industry, the competition, and company’s strengths, weaknesses, opportunities, and threats. o Identify problems and opportunities. These emerge during the situational analysis and provide a basis for matching a firm's strength with a market need. o Break goals down into concrete objectives. Objectives should be realistic and measurable and should flow logically from a firm's strengths. o Develop an integrated strategy for each element of the marketing mix. Each element requires its own set of tactics in the context of a comprehensive strategy. At least eight (8) tactics should be developed. o Determine budgets and assign responsibility for each tactic. Each tactic would have a timeline and a deliverable. Responsibility for execution can reside with an individual or on an area. o Build KPI’s. What metrics are going to be used to measure the performance and to see if any adjustments are required. The task should be submitted in a document form uploaded as pdf. Formalities: • • • • • Wordcount: 2500-3000 words Cover, Table of Contents, References and Appendix are excluded of the total wordcount. Font: Arial 12,5 pts. Text alignment: Justified. The in-text References and the Bibliography have to be in Harvard’s citation style. Deadlines & Submission Policy: Week 13 – Via Moodle (Turnitin) before January 17th, at 23:59 CET • Late submissions without approved mitigating circumstances may result in one of the following penalties: • Work submitted until January 19th at 14:00 CET, will be marked and feedback will be provided. However, the grade will be capped at 70%. • Work submitted after January 19th, at 14:00 CET, will not be marked and will receive the final grade ‘0’. Weight: This task is a 60% of your total grade for this subject. Rubrics Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Good 80-89 Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student applies mostly relevant knowledge from the topics delivered in class. Critical Thinking (30%) Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors. Student critically assesses in good ways, drawing conclusions from relevant authors and references. Communication (20%) Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck Knowledge & Understanding (20%) Exceptional 90-100 Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Fair 70-79 Student understands the task and provides minimum theory and/or some use of vocabulary. Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Student provides some insights but stays on the surface of the topic. References may not be relevant. Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Marginal fail 60-69 Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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DHGATE.COM Marketing Plan 1

DHGATE.COM MARKETING PLAN
By (Name)

Name of the Class
Professor
Institutional Affiliation
Course Name and Number
Date

DHGATE.COM Marketing Plan 2

Contents
DHGATE.COM MARKETING PLAN ................................................................................................ 1
DHgate Market Scope ..................................................................................................................... 3
DHgate Company Ansoff Matrix..................................................................................................... 4
Market Penetration ........................................................................................................................... 4
Product Development ...................................................................................................................... 4
Diversification.................................................................................................................................... 6
Analyze the situation......................................................................................................................... 6
SWOT Analysis ................................................................................................................................... 7
DHgate Company Problems and Opportunities......................................................................... 9
Break Goals Down Into Concrete Objectives ........................................................................... 10
Widening Conversion Rate and Diversifying Market Traffic .................................................... 10
Focusing on Consumer Retention ............................................................................................... 11
Longview Expansion on Organic Traffic ..................................................................................... 11
An Integrated Strategy for Each Element of the Marketing Mix .......................................... 12
Determine Budgets and Assign Responsibility for Each Tactic ......................................... 15
Key Performance Indicators for DHgate Company ................................................................. 16
Reference List ................................................................................................................................... 18

DHGATE.COM Marketing Plan 3

DHGATE MARKETING PLAN

DHgate is a Chinese company that deals with E-commerce services,
mobile commerce, logistic services, and cross-border business payment service.
The Business-to-Business and Business-to-Consumer Company is based in
Beijing and has global offices, including the U.S and the U.K. According to
Cooley (2016), being in the cross-border e-commerce market, the company has a
wide range of consumers, with over 30 million registered buyers in the global
market. The company operates in over 219 countries and avails more than 32
million products and services in the market. DHgate operations are also physical
in some regions where they are identified as Digital Trade Centers (D.T.C.s) that
fives the opportunity to inspect goods before logistics confirmation (DHgate
Company, 2018).

DHgate Market Scope
DHgate Company is multi-dimensional and deals with large scope and
medium scope enterprises. In 2013, DHgate Company initiated business
development strategies to assist small scale and medium-sized companies in
Vietnam to export goods on international markets. The company also works with
all sectors to ensure all Chinese corporations are connected to the internet and
technological concepts. Cui et al., (2020), notes that DHgate Company became
the only cross border e-commerce company in Asia to offer financial services on
the internet.
According to the International Finance Corporation reports, the DHgate
Company is the only cross border e-commerce provider that facilitates bilateral

DHGATE.COM Marketing Plan 4

treaties among companies. The company also applies Jampp's retargeting
technology to widen its consumer scope. Through the scope, the B2B ecommerce company will generate U.S.D. 6.8 trillion and reduce trade turnover
rates in the market.
DHgate Company Ansoff Matrix

Market Penetration
DHgate Company should continuously extend its buy global and sell global
agenda to ensure easy penetration in Asian, U.K., and U.S. markets. According
to Sila (2013), the international trade environment has deep integration to
technology, indicating absolute success on e-commerce platforms. The company
should use Chinese sellers to acquire more product listings and increase its
enterprise and consumer scope in the world. If the company earned an increased
transaction rate of 3 seconds intervals per transaction, it would earn a higher
bargaining power in the market in terms of production (Sila, 2013). In new
markets like Turkey and the United Arab Emirates, the company should focus on
equitable pricing for services to attract new customers. The company needs to
efficiently utilize the internet to widen its e-commerce promotion and distribution.
The company can also focus on mergers and acquisitions t...


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