Innovative digital marketing plan assessment answers

Innovative digital marketing plan

Table of Contents
TOC o 1-3 h z u Introduction PAGEREF _Toc3240952 h 3Situation analysis PAGEREF _Toc3240953 h 3SWOT analysis PAGEREF _Toc3240954 h 3Strength PAGEREF _Toc3240955 h 3Weakness PAGEREF _Toc3240956 h 3Opportunity PAGEREF _Toc3240957 h 4Threats PAGEREF _Toc3240958 h 4Porters five forces model PAGEREF _Toc3240959 h 4Bargaining power of buyers PAGEREF _Toc3240960 h 4Bargaining power of suppliers PAGEREF _Toc3240961 h 4Threat of new entrants PAGEREF _Toc3240962 h 4Threat of substitutes PAGEREF _Toc3240963 h 4Threat of existing competitors PAGEREF _Toc3240964 h 4PESTLE analysis PAGEREF _Toc3240965 h 4Political factors PAGEREF _Toc3240966 h 4Environmental factors PAGEREF _Toc3240967 h 5Social factors PAGEREF _Toc3240968 h 5Technical factors PAGEREF _Toc3240969 h 5Legal factors PAGEREF _Toc3240970 h 5Economic factors PAGEREF _Toc3240971 h 5TOWS matrix PAGEREF _Toc3240972 h 5Marketing objective PAGEREF _Toc3240973 h 6Marketing strategy PAGEREF _Toc3240974 h 6Target audience PAGEREF _Toc3240975 h 7Key messages and creative PAGEREF _Toc3240976 h 77Ps and key media channels PAGEREF _Toc3240977 h 7Action PAGEREF _Toc3240978 h 8Evaluation PAGEREF _Toc3240979 h 9References PAGEREF _Toc3240980 h 10

Introduction In this present paper, we will discuss the innovative digital marketing plan of Turtle bay to develop the brand image among the target audience within the same industry. The objective of innovative digital marketing plan is communicate the products and services among the target audience which helps to improve the sales volume of the company. Turtle bay is a Caribbean restaurant in the UK. It provides great jerk chicken, goat current and other traditional meals for more than one Million customers in the 40 restaurants. The company was founded in the year 2011 by Ajith Jayawickrema. The turnover of the company is approximately 63.7m Turtle Bay (UK - The Best Caribbean Restaurant amp Bar in Britain., 2019). It is of the high rate small medium large enterprise in the UK. The company is dedicatedly working towards the improvement of customer experience which helps to develop positive brand image among the target audience within the same industry.
Situation analysisIt is defined as the collection of various methods which can be used by the managers in order to analyze the internal and external environment of the company. Following are the implementation of SWOT analysis, PESTLE analysis, TOWS matrix, and porters five forces model in order to analyze the environment of the company (Phadermrod et al., 2019).
SWOT analysisSWOT analysis is used to determine the strength, weakness, opportunity and threats of the company which can be used to develop innovative strategies to meet the strategic objective of the company.
Strength The strength of the company includes positive environment including fun, positive vibes which attracts large number of target audience. The company is serving high quality of delicious and tasty food which is the core competitive advantage of the company. The company is religiously follows the customer feedback in order to enhance the quality of products and services in order to develop as per the needs and demands of the customers. The Turtle Bay is providing casual dining system which attracts large number of target audience. The company is serving rustic Caribbean cuisine with fun night arrangements in across 40 networks.
WeaknessThe company is not conducting any corporate social responsibility towards the society. The company is not serving to the society which doesnt allow creating any positive image in the market. The company is not serving any vegetarian food so it is one of the weaknesses that need to be considered by the company.
OpportunityThe company needs to adopt new trends related to the prevalence of vegan and vegetarian foods in order to provide healthy food to the target audience. The company can provide franchise across the globe which helps to increase the profitability of the company.
ThreatsThere are many competitors in the market who are providing quality products to the target audience so the company needs to continuously work in improving the customer experience.
Porters five forces modelIt is used to determine the five internal and external forces of the company which impacts on the overall profitability of the company (Carraher et al., 2018).
Bargaining power of buyers
The Turtle bay has high bargaining power of buyers as there are various restaurants in the market who are serving the same cuisine to the target audience. So the customers have large number of choices due to which their bargaining force is high.
Bargaining power of suppliersThere are various suppliers in the UK market who are serving raw material for can provide Caribbean cuisine material and rums. So the bargaining power of suppliers is low.
Threat of new entrantsThe company is operating in restaurants and bar industry of the UK. So there are no legal restrictions or formalities to enter into the market. There is free entry and exit. So the threat of new entrants is high as this industry is very flexible so the new entrants are coming to attract large number of customers with innovative products and services.
Threat of substitutesThere is high threat of substitutes in the UK market as there are no restrictions to enter into restaurant industry so the entrepreneurs are can easily enter and provide similar cuisine to the target audience.
Threat of existing competitorsThere are many existing competitors in the market who are serving same cuisine to they are also attracting large customers and threat of existing competitors is also high.
PESTLE analysisIt is used to analyze the external environment of the company.
Political factors
The political environment includes regulatory laws of the UK, taxation policy, employment laws, or any other political factors which impacts on the operations of the company. The company adhere all the laws and regulations of the UK which shows that the political environment of the company is stable. The company has governed all legal laws of the UK. There is no legal law against the company regarding the violation of laws.
Environmental factorsThe company has developed best of its efforts towards the maintenance of environmental factors. The company is using biodegradable resources in order to protect the environment from environmental issues.
Social factorsThe company has considered the social and cultural factors of the UK in order to develop the positive environment of the restaurant.
Technical factorsThe company is using innovative techniques in order to provide best mock tails and cocktails to its customers. But the company is not utilizing more technical factors to develop the innovative products and services. It shows that the technical environment of the company is weak.
Legal factorsThe company has also maintained the private information of their customer by hired a data privacy manager who is taking care about all the privacy of customers.
Economic factorsThe economic factors include inflation rate, exchange rate, interest rates and others (SHTAL et al., 2018). The company has considered all the economic factors while deciding its prices which can be afforded by the people under average income distribution.
TOWS matrixIt is used to define the combination of opportunities with strength and weakness which allows developing an effective strategy towards the achievement of organizational goals and objectives. Threats are combined with the strength and weakness of the company so that they can be changed into overcomes by implementing the organizational effective strategy (ern et al., 2018).
Internal /External elements Organizational strength Organizational weakness
Environmental opportunities The strength of the company includes its positive environment and more than 40 networks.
The opportunities include prevalence of vegan and vegetarian foods in order to provide food for vegetarian customers also.
The company can implement the opportunities across 40 networks which help to increase the overall profitability of the company.
The company is not serving in other countries and there is no specific recycling issue that is considered by the company for environmental protection.
The opportunity includes development of recycling strategies in order to promote its brand image among the target audience.
Environmental threats The company is providing high quality of products and services to its target audience.
Threat of the company includes high competition in the market.
The company can use its core competencies by providing innovative products and services which help to develop brand image among the target audience within the same industry. Organizational weakness includes absence of vegetarian food in the restaurant.
Threat includes competitor in the market.
So, the company needs to work innovatively in order to become market leader in the industry.
Marketing objectiveThe company needs to develop smart marketing objective in order to create brand awareness among the target audience with in the same industry. The marketing objective of the company is to communicate the brand among the target audience with in the same specific period of time. Following is the smart marketing objective of the company (Chaffey et al., 2019).
Specific The effective marketing objective of the company is to promote the brand which helps to increase the sales volume by 20.
Measurable The marketing objective effectiveness can be measured by increase in the sales volume by 20.
Achievable It can be achievable within the short period of time as per the company can promote its products and services among the target audience.
Realistic It is realistic in nature by considering the actual factors.
Timely It includes the considering of timings in order to complete the marketing objective.
Marketing strategyThe company will use differentiated target marketing strategy in order to develop a brand image by providing innovative products and services to the targeted audience (Brooksbank et al., 2018). Differentiated strategy helps to distinct its products and services which enable to reach its business objective within the specific period of time. The company needs to develop marketing mix strategy which allows developing competitive advantage among its target audience within the same industry.

Target audienceThe target audience of the company includes youth generation who are under the age of 16-40age. The restaurant is providing night fun, happy hours, and services as per the occasions in order to attract large number of target audience. There are more than 40 networks of the company in which they are providing products and services. The company is serving more than 1 Million customers across the UK in a day.
Key messages and creativeThe key message for the marketing campaign is Jumping on the trend with best Caribbean restaurant in the UK. The marketing campaigning strategy is to develop by integrating first real integrated marketing efforts through podcasts, radio spots, and outdoor ads, paid social media, digital display and online video in order to develop as an innovative Caribbean restaurant in the town. The company will share the success story of the company through its social media accounts in order to provide the unique experience of visitors in a short period of time.
7Ps and key media channelsThe key marketing channel for the promotion includes advertisement through social media and television advertisement which
The company has applied marketing mix strategy in order to communicate its brand among the target audience. Following are the 7ps of marketing for developing the effective marketing strategy
Product The Company is serving variety of Caribbean cuisine to its target audience. There are variety of rums and mock tails that are offered by the company.
Price The Company is using market penetration pricing strategy which allows attracting large number of audience within the specific period of time. The company is using happy hours service in which high amount of discount is offered to the customers.
Place The Company is serving in the network of more than 40 restaurants in the UK which allows serving large target audience through its wide reach ability.
Promotion The Company is using social media sites such as Facebook, Instagram, LinkedIn, and others in order to attract large number of target audience. Social media is one of the most useful promotional tools which are used to create awareness about the restaurant among the target audience. For example there is 40 discounts on the mock tails on the new year night then the company can promote its business through its social media webpage which helps to communicate its message among the potential target audience.
Physical evidence It includes the equipments, brochures, websites, restaurant, and other physical existing evidence. The restaurant has positive and attractive environment with night fun facilities which attracts large number of target audience in the UK.
People It includes all the human factors who are contributing towards the customer preference. It includes existing customers, staff members, and other team members who are contributing towards the delivering of products and services. So the company is working deliberately towards providing unique experience to the target audience.
Process The Company is currently using innovative process towards the delivery of high quality of products and services in order to enhance the customer experience.
Following are the key media channel that will be used for innovative digital marketing plan
SEO strategy The Company can use common key words such as Caribbean restaurant, best Caribbean restaurant, Best Caribbean food in UK, and other relevant key words which helps to increase the page ranking The company can also purchase clicks to increase the page ranking so that it will be shown on the top in user search.
E-marketing campaign The companies conduct e-marketing campaign which helps to promote the brand among the target audience. It can be conducted by using rich content which enable to attract large number of customers.
E-food festival The Company can conduct e-food festival in which free coupons will be distributed to the participants who can answers two correct questions related to the company. It can be conducted twice in a month which helps to promote the brand.
Websites The Company will promote its products and services through its official websites by providing information related to the products and services which allows attracting large number of visitors through its innovative customer experience.
Social media It includes promoting its products and services through social media sites such as Facebook, Instagram, LinkedIn, and other social media websites which allows communicating its brand among the target audience globally.
Mobiles The Company can communicate its brand through SMS service which allows getting attention of the customers by providing discount or any special service to the target audience.
Action
Following are the actions with timeline
Planning (4 days) It includes developing of initial planning related to the setting of goals, determinations of campaigning objective with the estimated budget. It is the most important stage in which includes objectives setting, resources allocation and budgetary decisions.
Promotion (6 days) It includes promoting the brand through social media websites such as websites, social media campaign, and mobile phones to promote the brand among the target audience.
Final Preparation (2 days) It includes the completion of final preparation such as finalizing the vendors, significant changes required in the project, and others.
Post Event (3 days) It includes debrief and cost comparison which allows comparing and briefing the overall performance of the campaign.
EvaluationIt is important to evaluate the overall performance of the marketing plan which helps to understand the difference and impact of marketing campaign on the overall performance of the company. Following are the tools to measure the evaluation
Customer response It is used to provide the positive customer response which attracts large number of customers within the specific period of time. Increasing the customer positive response after marketing plan. It shows that the marketing campaign is successfully implemented and communicates its marketing objective among the target audience.
Return on investment After conducting marketing campaign it helps to develop positive brand image among the target audience. It impacts on the overall performance of the company which reflects on the increment in return on investment.
Profitability Aim of marketing campaign is to develop brand awareness which allows improving the profitability of the company within the specific period of time. It is the best parameter in order to evaluate the effectiveness of marketing campaign of the company.

ReferencesTurtle Bay UK - The Best Caribbean Restaurant amp Bar in Britain. (2019). Retrieved from https//www.turtlebay.co.uk/
Phadermrod, B., Crowder, R. M., amp Wills, G. B. (2019). Importance-performance analysis based SWOT analysis. International Journal of Information Management, 44, 194-203.
ern, I., Vank, M., amp Hubek, J. (2018). New approach to evaluate the TOWS matrix and its application in a mining company. Journal of the Southern African Institute of Mining and Metallurgy, 118(12), 1297-1303.
Chaffey, D., amp Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Brooksbank, R., Subhan, Z., amp Miller, S. (2018). What differentiates successful strategic marketing among manufacturers in an emerging vs developed market. Asia Pacific Journal of Marketing and Logistics, 30(2), 309-332.
Carraher, S. M. (2018). An examination of an instrument to measure Porters Five Forces Model. In International Journal of Arts amp Sciences Conference at Harvard University.
SHTAL, T. V., BURIAK, M. M., AMIRBEKULY, Y., UKUBASSOVA, G. S., KASKIN, T. T., amp TOIBOLDINOVA, Z. G. (2018). Methods of analysis of the external environment of business activities. Revista ESPACIOS, 39(12).

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