Task

You are required to submit a report for a case-study organization outlining a proposed e-marketing strategy for that organization (see page 5 of this document]. The report is addressed to the owners of the organization and you are to write it as if you are a consultant顾问 engaged to research and present the information. The report (in management-report format) should identify and critically analyse the fundamental issues related to e-marketing strategy and show clear evidence of synthesis and evaluation of the subject in the recommendations given to the organization. Note that the recommendations made in the report should be specific to the case-study organization, and not a generic description of the elements of e-marketing that are available to any organization.

The assignment addresses all of the module’s learning outcomes.

Assessment criteria

Your report will be assessed on the following:

 Method – the quality and depth of research including the initiative used in its collection. The quality of the analysis undertaken.

 Content – the quality and clarity of the presented recommendations and the ability of the student to demonstrate their expertise in the subject area.

Grades will follow the following criteria:

70% and above:   Excellent assignment.  A thorough analysis in terms of breadth and depth.  Provides evidence that the student has undertaken research from a number of relevant sources.  Critically appraises the material presented and provides a cogently argued interpretation which reveals insight and originality.  Demonstrates that the student has developed a good understanding of the topic and the use of appropriate theory. Provides sound recommendations. Makes excellent use of innovative sources of information. Clear and professional presentation, including references.

60-69%:   Good assignment.  Well researched and cogently argued.  Critically appraises the material presented, and applies knowledge in a coherent and informed manner.  Almost all appropriate sources consulted.  Recommendations are logically derived, but less strong in terms of evidence of insight and originality.  Well referenced. Makes good use of graphical communication and shows some innovative sources of information. Clear presentation, relatively free from major faults with few errors.

50-59%:   Satisfactory assignment.  Provides a fairly coherent report with an argument of some cogency.  Evidently underpinned by a reasonable amount of research, although the sources cited are limited and unimaginative.  Some awareness and understanding of theoretical concepts which are fairly well applied.  Scant critical appraisal.  Recommendations obvious and valid, but not far reaching.  Clear presentation.

40-49%:   Disappointing analysis.  Provides some evidence, but poorly interpreted.  Some application and understanding, though this could be improved. Argument lacks coherence and consistency. Weak recommendations.  Reasonably clear presentation, but lacks cohesion.

39% and below:   Unsatisfactory.  Insufficient and misinterpreted evidence.  Illogical argument.  Absence of any application.  Lack of original content. Lack of sound conclusions and recommendations.  Presentation seriously at fault; e.g. flawed layout, strewn with errors and difficult to read.  Text full of mistakes and written in an inappropriate style.

Contents:

1. Introduction

2. Situation analysis (SWOT analysis)

2.1. Strengths

2.2. Weaknesses

2.3. Opportunities

2.4. Threatens

3. E-marketing strategy planning

3.1.    Short-term

3.1.1.    E-mail marketing

3.1.2.    Cooking games in social media

3.1.3.    Banners and online advertisement

3.2.    Long-term

3.2.1.    Portal and content management system

3.2.2.    E-mail newsletter

3.2.3.    Social media

3.2.4.    Search engine

3.2.5.    Groupon

3.2.6.    Restaurant recommendation

3.2.7.    Customer relationship system

3.2.8.    E-booking system

3.2.9.    Trainee and candidate relationship system

3.3.    Business process models

3.3.1.    Content management process model

3.3.2.    CRM business processes model

4.  Implementation strategy

5.  Budget

6.  Evaluation plan

7.  Conclusion

 

Reference

‘The Restaurant’ E-marketing Strategy

1. Introduction

The restaurant industry in London is high competitive from five-stars to take away, from bar to hotel, from traditional British menu to internationalized taste, and with different thematic. On the other hand, as a world top tourist destination, London attracts more than 26 million visitors in 2009 and the number is expected soaring for the 2012 Olympic Games (London evening standard, 29, Apr, 2009). There is still a huge growing opportunity for restaurant. In addition, the development of technology has changed the way of restaurant accessibility for customers. E-marketing is considered as one of the main approaches to marketing today. As defined by Strauss, El-Ansary and Frost (2006,p: 26), E-marketing is ‘the use of information technology in the processes of creating, communicating, and delivering value to the customers, and for managing

relationships in ways that benefit the organization and its shareholders’. The common approaches are website marketing, e-mail marketing, online (banner) advertising and search marketing (Chaffey, Mayer and Johnston, 2009). Traditionally, the restaurant industry is a word-of-mouth recommendation by the people who have the experience. Considering this, there is a high entry barrier to build up reputation, and explore international brand awareness. The emerging of new technologies has broken the obstacles. It is easier to attract global attention with internet and even build up customer awareness before opening with proper E-marketing strategy. Besides, the possibility to target particular customer as well as maintain sustainable customer relationship are considered as two of the biggest advantages of E-marketing.

It is important to note the non-IT issues such as customer research and network structures to identify opportunities and challenges.

‘The Restaurant’, as a new but with three professional chiefs with international reputation, has a solid core value for the customers. Since the restaurant will open three months later, a holistic E-marketing strategy should be applied in terms of increasing and attracting customers’ attentions for its opening and long-term strategy of exploration, customer relationship management and creating a sustainable infrastructure. Another part focused on is the training positions for ten young people from under-privileged background to get more candidates involved and draw much social attentions.

The E-marketing strategy of ‘The Restaurant’ is one part of the whole marketing proposition, closely related to the offline activities. Smith and Chaffey (2005) indicated the ‘5S’s as opportunities creating by e-business:

· Sell- new channels such as digital technologies

· Serve- new value with internet

· Speak- new method to get customer

· Save- reduce costs by using information technologies

· Sizzle- extend the online brand

Regarding this, the activities and purposes for E-marketing are as follows:

· Creating a new channel for the business

· Establish and extend the brand on internet

· Add new values for the restaurant with online characteristics

· Identify the target customers to appeal and provide needs during internet

2. Situation analysis

Chaffey (2002) suggested that there is no significant difference to develop and implement an e-marketing strategy. The logical sequence to produce a marketing strategy is followed including all key activities. However, the significance for e-marketing is the need of continuous rapid response to the markets and customers.

SWOT analysis is applied to comprehensively understand the internal and external internet related environment of ‘The Restaurant’.

2.1. Strengths: the biggest strength is the partnership of Brad’s wife Angelina, who is an MBA and holds senior management positions in several blue-chip companies (IT based company). Professional IT experts are available to build up, maintain and update the website and implement the e-marketing strategies. High standard technology infrastructure resources with fast speed provided are available for the restaurant website.

2.2. Weaknesses: as a home business, there is limited money to invest into the E-marketing to establish comprehensive customer database or performance information system for customer research. On the other hand, as a new opened restaurant, there is no existed previous information/ material both online or offline to help with the portal management. It will cost a long time to prepare everything and get them settled.

2.3. Opportunities: the development and popularity of social media provide the opportunity to target particular customers and increase the possibility to widen the influence. Continuous events/activities organized on social media is critical to inspire potential customers and keep existed ones. E-mail is an economical way to make advertisement/newsletter reachable to a wide range of people with little or no cost. Official website creates a new channel for customer to get information and access to the restaurant and have an exiting virtual experience, considered as an additional value for the restaurant.

2.4. Threats: the main threat is to keep the information with the pace of market due to a rapid changing business environment created by internet, quickly response to customer needs, implement new business technologies, and create new strategies. On the other hand, the data evaluation is another threat for the restaurant.

3. E-marketing strategy planning

Chaffey (2002) suggested that as a growing changeable situation, it is inappropriate to make a set e-marketing strategy for five-years or so. An emergent approach to improve and change the strategy continuously is required as a reaction to the customer’s attitudes. As a new founded company, ‘The Restaurant’ stands at the beginning of the life cycle, and the purpose for the strategy is to get the information reached as much publics as possible for the first three months and build customer loyalty for a long term (one year).

The customer targeting and restaurant position are shared both online and offline marketing strategies. With researching on the market and its own strengths and weaknesses, ‘The Restaurant’ positioned itself as world top experience with little price, targeting to the annual visitors coming to London and the medium class who want to have a world top food experience as well as nutritious, which is also combined with the responsible image to help the under-privileged students with its training program.

Considering this, the E-marketing targets to the traveling websites and social media groups as well as students. The e-marketing materials contain both high quality visual image and popular issues suitable for everyone.

It is argued that the business word is variable particularly with the effort of new technologies. As a result, it is critical to keep pace with the business world, understand and meet the changing customer needs and continuous add additional values for the restaurant by implement new methods, quick response and establish network with customers.

Based on different purposes, the E-marketing strategies for ‘The Restaurant’ have been divided into two parts: short-term strategies during the first three months before the opening of the restaurant to increase the brand awareness and get more customers involved in the opening day ceremony. Another is the long-term strategies which will be applied as one part of the business marketing strategy to explore and expand customers and maintain customer relationship. The framework is comprised by several integrated technologies covering portal and content management, e-mail marketing, social media, CRM, e-booking and so on.

3.1. Short-term

3.1.1. E-mail marketing

The E-marketing is aimed to spread the news of the opening day for the restaurant and increase the local (London and around areas) awareness to inspire more customers attending the opening ceremony. At the same time, by sending through special channels to affect opinion leaders such as traveling journalist, food evaluator, or celebrities.

Channels:

· University mail list

· Company mail list in London

· London journalist mail list

A news letter designed and sent with the e-mail, the contents of the news letter are as follows:

· Brief introduction of ‘The Restaurant’: its advantages with three international reputation chiefs providing delicious food with little price, nutritious food with calorie control and picture for the restaurant and a dish each.

· Activities on the opening day: price discount, special menu, and activities

· Coupon attached with the e-mail for the opening day

· Restaurant address, contact number and website

· Special VIP tickets for the targeted journalists and celebrities

3.1.2. Cooking games in social media

A new food puzzle game is applied on face book by ‘The Restaurant’, simply combining the cooking materials together as a meal by the participants and the game will evaluate the calorie and the nutrition combination to give the advice whether it is health or not and how to improve. The image of the advisor is Brad. And at the end of the game, one of the dishes in ‘The Restaurant’ matches the participant’s favor will be recommended automatically and get discount for the particular dish with print of the page on the opening day.

Account created on twitter to follow up the progress of the revolution of the restaurant and any news/new dishes created everyday.

3.1.3. Banners and online advertisement

Advertisement for the opening of ‘The Restaurant’ is published as banners on the main traveling websites and local networks including time, address, activities and discounts.

3.2. Long-term

3.2.1. Portal and content management system

The implement of portal and content management system is applied as the main method in the E-marketing strategy. The system is regarded as the virtual representative of the real restaurant, providing the means to deliver the brand and explore the markets both domestic and aboard, and channel for customer to get more knowledge and better understand the restaurant which influences their decision making process.

The purpose of the system is:

· Providing accurate and valuable information for customers, evaluators and other publics

· Interaction platform for customer and restaurant communication

· The centralization of all the recommendation, publishing and news release to share the information and get feedback

· The centre of the training program, providing all the profile, information and selection progress and communication platform for the candidates.

The portal management system will focus on create the company brand, establishing and spreading accurate information as well as improving communication channels with customer, candidates and other publics. The content of the content management system will include:

· ‘The Restaurant’ Portal

Restaurant profile: a brief introduction of the history of the restaurant, features and thematic

· Food:

The feature of the food – nutritious food with visible calorie, classic dishes from different countries to enjoy different tastes from diversity background

Food menu including name, material, taste recommendation and calorie

Today’s specialist, providing a dish and get discount with the copy of the page

· Drink:

General knowledge of how to choose drink to go with the food

Drink menu and cocktail

· Events (on a separate page):

Special events including introduction and ticket selling for some big event

Regular events including activities held every weekend or festivals such as live Jazz music

Previous events review with pictures

· Photo gallery:

‘The restaurant’ including photos of the restaurant from every angle

‘The food’ contains dish pictures and photos of the moment when the chief is cooking

‘The moment’ is the place where customers could upload their most memorable moment and experience in the restaurant and events pictures

· Register and e-booking is the customer relationship system explaining later

· Contact us: address, contact number, e-mail, facebook & twitter link and Google map to show where it is

· Future chief training program (opening on a separate page)

Introduction and purpose of the program

Candidate requirements

Selection progress

Training and value provided

Application channel

Words from successful candidate

News release from media

3.2.2. E-mail newsletter

E-mail newsletter is the direct way to contact with a range of customers, three times a month sending to the end customer. There are three different contents for the news letter:

· Discount information contains new dish discount, membership discount and general discount

· Event invitation includes a brief introduction of the events: time, place, activities, and ticket sales occasionally

· Cooking recommendations is a frequent advice provided by the professional chief to about how to make a balanced meal, what to eat in different seasons, tips for cooking and so on

‘ The Restaurant’ logo is put on the headline, with the restaurant contact information including website at the bottom of the news letter.

3.2.3. Social media mainly bases on two methods: facebook and twitter

Facebook:

Cooking game: the cooking game implemented at the beginning of the E-marketing is continuing to attract more customers and increase their interests

The restaurant page which links to the website contains all the information presented on the website: introduction, food menu, drink menu, events, photo, contact method and future chief training program page.

Twitter is the way for customer to get short and timely message from the restaurant to build up customer loyalty.

3.2.4. Search engine marketing to put ‘The Restaurant’ earlier or higher on the search page and more frequently appears in the search results list, as well as search engine optimization (SEO) to improve the visibility of a website.

3.2.5. Groupon is a deal-of-the-day website based on local geographic markets. The discount offers occasionally provided by Groupon to attract more customers especially for the London local people or the visitors who take a trip to London.

3.2.6. Restaurant recommendation in the main traveling websites

Traveling websites are the mainly resources for visitors to get information. The website recommendation and previous customer ranking and review play a critical role for the travelers to find a high quality restaurant which would provide maximum value and create unique memorable moment. It is reliable and easily accessible to target audience in a short time.

3.2.7. Customer relationship system

With massive competitions, building and maintaining close relationship with customer to establish customer loyalty and understand customer’s need, has become an important approach for restaurant to create competitive advantages. Valuable information are collected and analyzed by the restaurant to provide better and innovative products and food. The customer relationship system will focus on the part of ‘Register’ to assist in:

·Collecting valuable information of customer

·Exploring the market opportunities and understanding customer’s needs by data analysis

·Providing interactive personalized communication with customers through e-mail

·Increasing the opportunities of repeating consumption to the restaurant (sustainable relationship and pleasant experience)

3.2.8. E-booking system

The e-booking system is the service for customer to book a table online in advance and consisted as a part in the portal. The system is as simple as a direct e-mail to the restaurant containing the date, duration time, number of people for reservation, name, contact number and other requirements. It is accessible to global reservation. At the same time, peak time is advised for customer to choose a proper time rather than waiting a long time in the queue.

3.2.9. Trainee and candidate relationship system

As one of the main strategy for ‘The Restaurant’, the training positions provided for the under-privileged students is expressing the high social responsibility and sustainable relationship with publics. By the data abstracted and collected from the application form, it is an opportunity for the restaurant to make the acknowledgement of the poverty students. Personalized and featured training program is designed and improved for the particular segmentation. Brand image with high social responsibility is created and enhanced during students to increase media exposure and target to customers indirectly.

3.3. Business process models

3.3.1. Content management process model

According to the content management lifecycle (Susan McKeever, 2003), there are four business processes related to web content which can be applied into the portal development:

·Create content

Content collection

Content writing

·Manage/review content

Edit content

Content quality control

·Distribute/ publish

Content distribute/ publish

·Store/Preserve

Content storage

Content archiving

Content disposal

3.3.2. CRM business processes model

The process model includes three main areas:

Strategy and planning

Marketing operations

Channel and customer contact management

4. Implementation strategy

The e-marketing strategy will firstly base on the analysis of its background, requirements, purpose and both internal and external environment. Secondly, e-marketing targeting and position is created combined with the whole marketing goals. Later, two phases of marketing strategies are planned aimed to broaden the awareness for the opening day for the first three months and exploring and maintaining customers in the future business running. Critical part is the cost benefit and cash flow which are considered to calculate the initial and total cost for the implementation and maintenance.

Grant chart below is applied to make the schedule for the strategy and clearly state tasks for each step.

E-Marketing Strategy

5. Budget

Budget

Fee (GBP)

Cooking game design (1 month*2,000)

2,000

Cooking game implementation (11 months * 1,000)

11,000

Banner and online advertisement (2 moths * 3,000)

6,000

Portal design (3 months * 3,000)

9,000

Portal website management (9 months * 500)

4,500

Restaurant recommendation on traveling website (2 months * 5,000)

10,000

Search engine (2 months * 5,000)

10,000

Total

52,500

   

6. Evaluation plan

One of the main advantages for the new technology is the clear trace to follow the customers in the database for customer analysis (Lisa and Ruth, 2003). Combined methodologies are applied to evaluate the effectiveness and valid of the E-marketing strategies, containing quantitative and qualitative analysis. The plans for marketing evaluation are as follows:

· The portal website branding evaluation is the most important to control the e-marketing strategy to provide clear and unique brand image for its customer

· The internet speed is another criteria concerned by customers when searching the website and making booking online

· Calculating the total number of e-coupon from e-mail marketing including how many general tickets and how many VIP invitation on the opening day

· The total amount of people who play the cooking game and analyzing the data changing rate for every month

· The click number of banners and online advertisement collected by the professional web agents as a rate for the payment

· The daily page view of the portal website

· The number of customers registers as member of the restaurant on the website and analyzing the repeat behavior by the data recorded by the system

· Calculate the channel of every different coupon used by customers to indicate the most effective method

· How many fans and ‘likes’ on facebook and twitter to follow up the further information of the restaurant and have built up customer loyalty

· The clicks rate for the search engine and restaurant recommendation

· How many customers make reservation during e-booking system every month

· The number of application for the training position and how many people draw their attentions to the program by the page view and ‘likes’ on facebook as well as the media release exposure

7. Conclusion

As a supplementary approach for the marketing strategy, e-marketing shares its advantages on cost cutting and customer relationship management. The strategy for ‘The Restaurant’ combines short term to explore the awareness and long term to catch more attentions and keep sustainable relationship with customers, including all kinds of technologies to maximum the optimization. On the other hand, it is important to make immediate response to improve and develop the technology after taking the customer’s continuous requirements into consideration.

Total number: 3,133

Reference:

Chaffey, Mayer and Johnston, 2009, Internet marketing: strategy, implementation and practice, London: Pearson Education.

Chittenden Lisa, Rettie Ruth, 2003, An evaluation of e-mail marketing and factors affecting response, Journal of Targeting, Measurement and Analysis for Marketing, Vol.11, No.3, pp. 203-217, Basingstoke :Palgrave Macmillan

Dave Chaffey, 2002, E-business and e-commerce management: strategy, implementation and practice, London: Pearson Education

Judy Strauss, El-Ansary and Raymond Frost, 2006, E-marketing, New York: Prentice Hall Press

Smith and Chaffey, 2005, Emarketing excellence: the heart of ebusiness, London: Elsevier

Susan McKeever, 2003, Understanding Web content management systems: evolution, lifecycle and market, Industrial Management & Data Systems, Vol. 103 Iss: 9, pp.686 – 692

London Evening Standard, ‘26 million visit London in year as domestic tourism soars’, 29 Apr 2009, cited on 20 Mar 2011

http://www.thisislondon.co.uk/standard/article-23682672-26-million-visit-london-in-year-as-domestic-tourism-soars.do

原文链接:E-Marketing Strategy