Rymario Armstrong and Jennifer Lord
Park University
Cheryl Chance
GB503 Doing Business in Asia
20220422
Table of Contents
Executive Summary. 3
SWOT Analysis. 4
Recommended Marketing Strategy. 6
Marketing Mix Strategies and Tactics. 7
Planning Budget 9
Implementation and Control 10
Monitoring and Evaluation. 11
Implementation of Recommendations. 11
References. 13
 
 
 

Executive Summary

Seam Online Grocery looks to be able to execute the proposed strategy in its operations. The Seam Online Grocery Company now uses traditional marketing strategies. Seam Online Grocery’s marketing strategy should include an e-marketing strategy, according to the suggestion.
Three objectives and goals are included in the proposed e-marketing strategy. The primary goal of the company is to boost sales volume. The company’s second goal is to grow its market share in the industry to 20% in two years. Finally, Seam Online Grocery intends to expand its international reach.
The estimated cost of the e-marketing plan is $25 million. The company’s annual sales revenue is predicted to increase as a result of the plan’s objectives and targets. The company’s annual earnings is likely to rise as well. The approach will allow the company to not only be profitable, but also to improve its image and brand recognition. The proposed plan has a high success rate since it will advertise the company and its products extensively not just in the United States but throughout the world, thereby increasing the company’s success rate.
 
 

SWOT Analysis

Strengths
Seam Online Grocery offers a wide range of products, including fresh produce, dairy products, meat, and canned, bottled, and refrigerated items. Seam Online Store has a broad selection of products with substantial discounts and savings. They also use the product bundling approach to boost sales and offer the best prices to customers. As a result, buyers will see them as a realistic buying option. Furthermore, Seam Online Store appears to have identified the right target market by following the proper selection process, which includes focusing on places and cities where people have more hectic schedules and require aid in having their goods delivered to their houses. Finally, because the bulk of Seam Online Grocery’s products are perishable, they are required to ship them immediately.
Weaknesses
Because of the large amount of orders, Seam Online Store faces the issue of delivering products within an hour or minutes, but there are tiny local businesses that supply products within local areas, which is what customers prefer, especially for fresh products like vegetables and fruits. The high cost of running the delivery personnel required to get the supplies to the clients, handling perishable goods and taking a long time, results in a significant variable cost for the business. It takes a long time for this type of business to break even on its investment. Another flaw with the Seam Online Store is the issue of order cancellation, which generates a lot of disappointment.
Opportunities
Groceries will account for 60% of the retail industry, which is anticipated to be valued over $550 million. As a result, it’s a large market to serve, with a large number of enterprises and customers. In recent years, India, the world’s sixth-largest food market, has undergone tremendous growth. The e-commerce grocery market is increasing at a 19 percent annual rate. Seam Online Grocery Store is looking forward to expanding internationally. Seam Online Store can take use of the first-mover advantage because these providers have yet to serve numerous cities. Seam Online Grocery Store has the advantage of being able to sell a vast choice of products.
Threats
The Seam Online Grocery Store is concerned about competition, as a number of startups have appeared in various parts of the United States, like the Thrive Market and Fresh Direct, among others. Bigger firms are entering this lucrative industry, both in terms of financial backing and physical presence. Amazon, Flipkart, and Google are just a few of the businesses that have entered the market. In such a competitive sector, it would be impossible for a smaller company like Seam Online Grocery to exist. Furthermore, many smaller businesses have seized this opportunity and begun providing home delivery services to their neighbors, thereby eliminating entire regions’ worth of potential clients.
Market Analysis
Seam Online Grocery, according to management, has a considerable market share, accounting for 70% of global grocery demand. During this examination, management learned that a significant amount of effort is required to fully comprehend what market share signifies in terms of the tastes and preferences of the customers who require grocery products. Seal Online Grocery management conducted and study during the last three years of operation and put the grocery store in position 15 in the United States, with the leading corporations including Amazon at the top of the list (Rahman & David, 2021). Since Seam is still growing, its position is important, and it has made tremendous success over the last three years, which should be maintained in order to meet customer needs and become the finest online shop in the United States and the world. Seam Online Grocery will advance three steps in its growth over the next three years, moving to position 12 in the United States, because the management is committed to expanding the business to different states and cities to ensure that customers receive their ordered grocery goods in a timely manner.

Recommended Marketing Strategy

An organization must first create an e-marketing goal, identify its target market, choose what it will share, where it will share, and when it will share, and then decide what it will share (Lucà, 2016).
E-marketing goals
The six primary e-marketing goals that are known are boosting brand visibility, improving income, increasing brand engagement, giving social customer services, listening to public discussions about the brand, and creating new leads for a company (Flew, 2017). In terms of e-marketing, our organization’s main objectives are to improve brand awareness, increase revenue, and generate new leads.
Identification of target market
The six primary e-marketing goals that are known are growing brand visibility, raising income, enhancing brand engagement, providing social customer services, listening to public discussions about the brand, and creating new leads for a company (Flew, 2017). In terms of e-marketing, our organization’s primary objectives are to improve brand awareness, increase revenue, and generate new leads.
 
 
Marketing objective and goals for Seam Online Grocery
Seam Online Grocery’s marketing goals and ambitions are divided into three categories. The primary goal of the company is to boost sales volume. By implementing an efficient e-marketing campaign over the next two years, the company can increase its sales volume and profit. If the corporation sells more products and draws new customers, this will happen.
The company’s second goal is to increase its market share in the industry. The e-marketing strategy intends to increase the company’s market share by 5% over the next two years. According to the strategy, Seam Online Grocery aims to achieve a 20% market share in the business by 2024.
The ultimate marketing goal for Seam Online Grocery is global recognition. The goal is to raise brand recognition for the company. North America, LAMEA, Asia Pacific, and Europe are the four major global retail and food markets. The corporation is failing in the LEMEA and Asia Pacific markets due to competition from local brands. Through the planned e-marketing plan, Seam Online Grocery will increase its impact in LEMEA by focusing on Africa. The goal for the next two years is to make Seam Online Grocery more popular in Africa than it is now. The company’s sales on the African continent are expected to improve as a result of the planned approach.

Marketing Mix Strategies and Tactics

The marketing strategy developed by Seam Online Grocery will primarily focus on four aspects. The first variable is the product. The strategy will aim to make all of the company’s products well-known not just in the United Kingdom, but all around the world. The second variable is the cost. One of Seam Online Grocery’s shortcomings is that its products are more expensive than competitors’. This explains why the company is having trouble marketing in Africa and the LEMEA region’s other third-world countries. All firm items should be discounted by 10%, according to the recommended strategy.
The third variable is the location or distribution variable. The majority of Seam Online Grocery’s items are currently offered in the United States. The proposed strategy asks on the company to advertise its products all over the world, especially in countries where American-made items are not welcomed, such as the Arab world. By marketing and selling its products all over the world, the company will increase brand awareness and, as a result, sales volume. The final variable is promotion. Currently, the corporation uses traditional media such as television and publications to market and sell its products. To promote Seam Online Grocery’s products, the marketing strategy comprises employing social media platforms and networking networks.
What to be shared
An organization’s e-marketing plan must carefully assess what it will share in order to catch the attention of its target market. Images, movies, and graphics are used in e-marketing to sell a concept. It may be beneficial for health organizations to publish content that relates to the products and services they provide. Furthermore, health organizations can use the platform to provide customer support with the goal of marketing their services.
Where to share
There are around five different e-marketing platforms that can be employed in e-marketing marketing strategies, and four of them make up the e-marketing strategies. Facebook, Instagram, Twitter, LinkedIn, and YouTube are the five platforms. A e-marketing strategy’s target market, as well as the organization’s goal, have a big impact on which platform should be employed. Most health organizations, for example, utilize Facebook since it is a site that is used by people of all ages, races, and occupations, unlike LinkedIn, which is predominantly used by professionals. Because health issues affect people of all races, ages, genders, and occupations, most health organizations use Facebook.
When to share
When to share material in an e-marketing campaign is highly reliant on the target market or customers (Kagermann, 2015). It’s ideal to publish material first thing in the morning or in the middle of the night if a health organization’s target market is newborn newborns, for example. Because they will supply knowledge and tap into the market of breastfeeding mothers who need to nurse their newborn babies early in the morning and late at night, they will be successful.

Planning Budget

Seam Online Grocery has a yearly marketing budget that can be split 50/50 between e-marketing and traditional marketing methods such as television and print media.

E-Marketing Channel		Cost		Expected  net Return
		$
Content marketing
	Shooting and designing videos	1800000
		1800000		1200000
Social media marketing
	creating and designing content for advertisement	1800000
	Facebook	2700000
	Youtube	1800000
	Instagram	700000
	twitter	900000
		7900000		5200000
email marketing
	cost of workers going to malls for data collection	1100000
		1100000		800000
Search Engine Optimization
	Google	2200000
	Baidu	1700000
	yahoo	2000000
		5900000		4200000
Display advertising
	creating and designing content for advertisement	1800000
	Google Ads	2200000
	YouTube Ads	1900000
	Trip Advisor	1200000
	Pinterest	700000
	Fandom	500000
		8300000		6600000
Total		25000000		18000000

 
The e-marketing campaign is expected to generate a net profit of $18 million.
*100 ROI = 18000000/25000000*100 = 72 ROI = net profit / total investment

Implementation and Control

The strategy calls for using five different e-marketing channels. The first channel to be used will be content marketing. The marketing team will focus on the use of videos, which appeal to today’s generation the most. The company will produce videos that highlight the benefits of its products. The videos will be posted on the company’s website. The second channel is social media marketing. To raise awareness of the company and its products, the plan advises using promotions on YouTube, Instagram, Facebook, and Twitter. Because Facebook has over 2.5 billion active users, it is given special consideration for promotion. To market to adults aged 25 to 45, the company can reach out to 10% of active Facebook users.
The company’s third marketing channel is email marketing. Thousands of emails are sent to the company every day inquiring about their items. The company may use the email addresses used to contact them to sell their products further. The corporation can collect email addresses of those who support Seam Online Grocery or want to buy Seam Online Grocery products by visiting malls. Using the email addresses it has collected, the company may run an effective email marketing campaign to increase brand awareness and product sales.
Search engine optimization (SE) and display advertising are the company’s fourth and fifth channels, respectively. The corporation may pay for their websites to appear when people search for diapers utilizing search engine optimization all over the world. This will aid in the promotion of the company and its products. The company can pay for its products to be advertised on high-traffic websites using Google Ads in display advertising. Because YouTube, Trip Advisor, Fandom, and Pinterest are among the top 10 most visited websites, the corporation can advertise on them (Hardwick, 2020).

Monitoring and Evaluation

Seam Online Grocery currently relies solely on traditional marketing channels. It promotes its brand and products through television and print media. The company stands to increase its earnings as well as its consumer base by implementing an e-marketing plan. The company can only reach a limited number of clients because they can only promote in the UK and Europe through traditional marketing channels. Due to the global reach of the internet, e-marketing strategies, on the other hand, expose the company to a wider spectrum of clients. The company will be able to contact more countries in the LEMEA region as well as the Asia Pacific region. Simply by glancing at the suggested e-marketing strategy, it is clear that the company will be more profitable than it was previously.

Implementation of Recommendations

The suggested e-marketing strategy is anticipated to cost $25 million. Based on the plan’s aims and ambitions, the firm is expected to expand its yearly sales income to $10 billion. The annual profit of the corporation is expected to increase by $2.8 billion. Not only will the plan assist the company in becoming more profitable, but it will also assist it in improving its image and brand recognition. The proposed plan has a high chance of success since it will advertise the company and its products extensively not just in the United Kingdom but around the world, boosting the company’s chances of success.
 
 
 

References

Joshua Hardwick, (2020). Top 100 Most Visited Websites by Search Traffic (as of 2020. Retrieved from https://ahrefs.com/blog/most-visited-websites/)
Lucà, F. (2016). Successful sustainability strategy. Retrieved from https://pdfs.semanticscholar.org/8705/8e462f6e32a1e79b4d700736520d88f5029d.pdf
Sajid, S. I. (2016). Social media and its role in marketing.
Flew, T. (2017). Social media and the cultural and creative industries. In SAGE Handbook of Social Media (pp. 512-526). SAGE Publications Inc.
Kagermann, H. (2015). Change through digitization—Value creation in the age of Industry 4.0. In Management of permanent change (pp. 23-45). Springer Gabler, Wiesbaden.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 69(5), 1562-1566.