This E-Marketing Plan is designed to enable IMPRINT to improve its selling performances and to be more competitive in the lithography sector.
To explain the proposal concerning an electronic strategy, I added a complete analysis of the company and its external environment as well as a summary of the targeted market of Imprint in order to be in correlation with the objectives of the company. Imprint is a printing company located in Preston. Settled on Fylde road for over 16 years, the firm employs 35 people and offers low volume of printing for small businesses. Besides this, Imprint's staff work in a charity enterprise called Brothers of Charity. This charity organization takes care of disabled people. But the two organizations are not directly linked in the way that Imprint's customers are not meant to be aware of Brothers of Charity.
[...] generate any turnover, this E-Marketing Plan will be focused on Imprint. The company not having any website, we will focus our attention on how creating an Electronic Marketing Plan can increase the number of Imprint's customers as well as their loyalty. We hope this Marketing Plan will help Imprint in achieving its goals and that it will also be able to help the development of Brothers of Charity (even indirectly) Situation Analysis 1 Internal Analysis 1 General Company Information 1 Brief information Imprint is a company on a niche market of printing and lithography. [...]
[...] Imprint represents a small actor on this market and its main competitors in Preston are Quickcall and Minuteman SWOT Analysis The printing industry is getting more and more competitive but in fact it is also a difficult one for the many players. Only four companies manage to distinguish themselves in this market (most companies in this sector are small or medium-sized ones). Although the printing industry is critical for business, the market is quiet fickle. In this industry, successful companies can define themselves by their ability to help customers to identify and achieve their goals. [...]
[...] The benefits of such a CRM are (IBID): - targeting more effectively - achieve mass customisation - increase depth, breadth and nature of the relationship - lower costs for Imprint An online CRM system must therefore answer some marketing applications such as the following (IBID): - Sales force automation (SFA). Those sales representatives are meant to arrange and record customers visit on the web site. - Customer service management. Representatives are here meant to answer customer requests for information. - Managing the sales process. [...]
[...] Not having any web site is today considered as a threat for the company and must absolutely fill this gap External Analysis 1. PEST Factors Opportunity: Political factors: - Low tax threshold for little and medium companies in industrialized countries: decrease of deadlines and cost for creation of companies - Social reform (New Deal): economic growth, national minimum wage (created in 1999) and full employment. - 1998: limitation to 48 hours working week Economical factors: - Strong economic growth (growth rate 2003: + 3.1 - Inflation rate: + in 2005 - Unemployment rate: in 2005 - Employment rate 2005: - 2002: average working rate 32,6hours/week - Increase of the working population - Decrease of the unemployment - PDI: greatest influence on people's propensity to spend (creates a “feel good” factor) - PDI high between 97 and 2001). [...]
[...] Imprint needs to increase its awareness and its communication to become a real competitor more dangerous and significant Mission marketing It is essential for Imprint to define a strategy that will help it to achieve its goals and objectives. The correlation between the e-marketing strategy chosen and Imprint's current strategy is necessary to success. The new strategy needs to take in account all of Imprint's resources to be possible and realistic. Basically, Imprint has no e-business strategy. As a consequence, as Strauss et al state it, we need to choose a level of commitment which is in correlation with Imprint's resources. [...]
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