Reference no: EM133162655 , Length: 1700 words

DATA4700 Digital Marketing and Competitive Advantage - Kaplan Business School

Your Task

• You have been engaged as a consultant to advise Romper & Co, an Australian retail store that focuses on clothing and accessories for infants and toddlers. Romper & Co are looking for your advice on how to enhance their digital marketing approaches, especially given the transformation that many brick-and-mortar retail outlets have had to undergo over the past two years due to COVID-19 restrictions.

• The first step in your consulting services to Romper & Co is to visit the company's website and also to understand the story behind the company:
o Website
o About Us

• COVID-19 measures have severely impacted the certainty with which retail outlets can operate, including understanding the evolving customer behaviour related to how they now prefer to shop. The digital transformation opportunities that Romper & Co choose to pursue could very well establish a competitive advantage for them within the retail, and specifically the baby apparel, industry during this unpredictable time of transition. Romper & Co are looking to you to provide expertise on how they formulate and implement their ongoing digital transformation, to set themselves up for success into the future.

Assessment Instructions

Your report should have the following headings and address the topics below:

1. Introduction: A brief summary of the situation in the case study and what you, as a consultant, have been tasked with doing for your client

2. Data: An indication of:

- What data you already have available in this case
- What further data you would like to receive from Romper & Co
- What additional data you will have to collect for your consulting work

3. STP: Your recommendations on:

- How to approach segmenting the market
- Which segment you wish to target
- How to position Romper & Co for that target segment

4. Marketing mix: After you have positioned Romper & Co, indicate:

- What the product or service should be (e.g., should it remain as is, or do you have suggestions on how to change it to pursue a stronger competitive advantage?)
- How you will promote the product or service to the market (e.g., using your digital assets)
- The place that customers should access the product or service (e.g., digital channels of distribution)
- Pricing strategy for the product or service (e.g., tactics to use; understanding value to the customer)

5. Marketing costs: What fixed, variable and marginal costs are most relevant to this case study?

6. Customer relationships: Your recommendations on:

- What Romper & Co should do with customer relationship management
- What Romper & Co can do to acquire new customers

7. A/B testing and Multivariate testing: State what A/B testing and multivariate testing you would like to conduct, and why

8. Conclusion: Summarise the most important recommendations you are proposing that Romper & Co should address first, and what metrics Romper & Co should look at to understand whether your advice has produced beneficial outcomes

9. Statement of Intent: You will write a short statement of intent which addresses: (1) who your target audience is for the report and (2) what techniques you have used to connect with that audience and improve the readability of your report for that audience.