Topic
Macro-environment Analysis for Digital Marketing
Instructions
and appendices are not part of the word count.
Use the following report structure for this group report. Add appropriate sub-sections
as required:
Cover Page
Table of Contents
1. Introduction
Briefly introduce this report in approximately 50 words.
Company Overview and Current OVP
Approximately 150 words.
The company must be operating in Australia. Provide an overview of company’s
digital presence and noticeable Online Value Proposition (OVP). Use table and
images to list company’s channel details. Use week 1-3 course materials and
appropriate 3rd party tool. Why digital marketing is important for this company?
Marketplace Analysis
Use week 1 to 3 course materials and appropriate 3rd party tool to conduct a
marketplace analysis. Although the course materials offer many frameworks and
tools, you are not required to use all of those. Using Blackboard group discussion is a
part of this assignment for discussing and deciding most appropriate frameworks and
tools to be used for this report. Specially review Figure 2.5 and related discussion in
the textbook 1 to craft this section. Use tables to present a brief summary and provide
supportive material in an appendix; tables and appendix are not part of word count.
Use approximately 500 words in section 3, including all sub-sections.
3.1. Micro-environment Analysis
Review Chapter 2 in the textbook to answer following key question: What would you
need to review about the online marketplace to help create your plan? Most
importantly, see Table 2.2, Table 2.3 and Table 2.6 in the textbook for help.
Micro-analysis must include a list of competitors; one per group member. The
competitors must serve Australian customers. Select wisely as each group member
will be using one of these selected competitor in assignment 2.
3.2. Macro-environment Analysis
Review Chapter 3 in the textbook to briefly answer following question:
Identify how the macro-environment may affect digital marketing strategy, planning,
implementation and performance of the selected businesses.
Identify aspects of each of the macro-environmental forces that are particularly
relevant to digital marketing activities of the selected businesses.
Are the online marketing activities of these businesses consistent with evolving
culture and ethical standards of online communities?
Answer preview
Organization internal and external environment is directly affects the implementation and development of marketing plan thus should be carefully considered if the organization is wishing to be profitable or to be competitive. Therefore, organizations that are planning to prosper need to consider developing strategic plans that starts with the analysis of the environment. With such focus the organization objectives, strategies and tactics should be draw aiming for the success and financial profitability. The organization external environment covers two main areas of macro-environment and micro-environment. Macro-environment in this aspect consists of forces such as legal, social, economic, technological, political and cultural (ELEARN 2009).
Word count: 486