Reference no: EM133390162
Question: You are required, to develop a digital marketing project (plan) for Dunkin Donuts. The project should follow the structure of the SOSTAC plan as described below and should be related . Access to the company/organization is very important as discussing your project with people from the company/organization and seeking their help with the collection of information will be helpful.
Project title should be something simple which includes the name of the selected brand/organization - i.e. 'SOSTAC Project for Brand X'.
The project should follow the sections of the SOSTAC plan. There is no need for a separate introduction, conclusion, or implications section.
You should provide theoretical and practical clarity providing functional links to academic literature and can make use of business/media/personal correspondence sources for this information. All those sources need to be cited properly and put in the bibliography.
Situational Analysis
Where are we now? The Situational Analysis section works as the introduction to the chosen brand's current online situation. You should consider Customer Analysis, Competitor Analysis, Company Analysis and the external uncontrollable variables analysis (PEST Factors). You can blend this with a SWOT analysis when you compare your company analysis to competitor analysis you can identify strengths and weaknesses. Similarly, when you explore PEST you are covering Opportunities and Threats (NB you can also refer to competitors here also alongside the PEST factors.The situational analysis must examine the online presence of immediate competitors.
Objectives
Where do we want to be?Objectives must be concrete (measurable) and indicate a time component (i.e. 50% increase in online transactions by when?). Objectives must provide clear links to the digital marketing strategies that will be utilized in the following section.
Strategies
How are we going to get there? Strategies must consider target markets and positioning at the bare minimum. You should also consider the other 7 strategic components in PR Smith's SOSTAC® Guide.
Tactics
Tactics, the details of strategy must include your marketing mix. This can be included using a selection of digital tools (social media, website, microsite, VR etc)to explore your communications mix (promotional mix) and also distribution channels (place)Value Propositions can be included here. Gantt charts showing what happens when can also be included
Actions
How do you ensure excellent execution of your tactics? Make sure you include internal marketing (training, motivation and communication) required to get the company's team passionate about excellent execution of the tactics. Actions can include the basic skills and related personnel that your proposed campaign will need.
Controls
How do you know you are getting there? Controls should discuss what exactly will be measured (and how this will be measured), how often, by whom and how much do these metrics cost (some are free others are not) to determine whether objectives are being met.
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