These are some of the most critical aspects that have the potential to bring critical challenges in the company’s expansion plan. Among these factors some are controllable or manageable (like selection of local vendor, supply chain and logistics) while others are uncontrollable (like government restrictions). In the present situation we are required to create a digital marketing plan for the brand “My Sofa” by the renowned sofa company of UK, Stokers. Sofa reflects the taste and preference of the users and thus it makes significant furniture among others. Whenever a visitor steps into the house, he or she faces the drawing room first where they are offered seats. These seats leave an impression in the person’s mind about the owner of the house as well as about the other members of the house. Thus it is of utmost importance to place a suitable sofa in the drawing room that would help the outsiders to have an impressive inkling about the people staying within the house. My Sofa is a luxury brand that aims at capturing the attention of the aged generation who mostly prefer a traditional, classic and sophisticated look in their drawing room. The digital marketing plan would create an online platform for the buyers and sellers where the customers will be able to choose the perfect sofa for their house without even visiting the store. The main aim of the website is saving the time and effort of the modern customer base that mostly remain busy with their professions. The online platform would also prove to be helpful for the sellers since the transactions will get recorded automatically that would save their time and effort and this platform will also provide the sellers with the opportunity to offer customized products and service to their customers. A situation analysis and clearly defined objectives The furniture and furnishings sector of UK is a significant industry. It accounts for ?9.4 billion to the nation’s GDP, which is equivalent to 1.7% of the manufacturing yield, and provides job opportunities to almost 116,000 people inside 8,180 firms. In addition, the business recruits 17,000 people in dedicated furniture and furnishings wholesale and retail, 7,000 in leasing, 2,000 in repair and a section of the 42,000 listed professional designers (The British furniture Confederation, n.d.). The Sofa Market is estimated to be worth ?2.8b annually by industry insider reports. Of this it is thought that 30% (?850m) are ‘quality seekers’. These are aspiring consumers who are proud of their home. This group of consumers can be split into 3 sub-groups according to their family, age, income status and their relationship with children: 1. Young established shoppers within the age group 25 to 35. These shoppers mostly do not have kids. The audience size is 3.4 million. The sofa market size is 230 million pounds. This group is basically considered to be the youngest among the three groups with urban lifestyle and modern outlook. Their choice
My Sofa Contents Introduction 3 A situation analysis and clearly defined objectives 4 Defined target audiences/stakeholders and a positioning strategy 5 A clearly identified Internet value proposition for identified audiences 8 Clearly defined digital marketing mix and relationship management tactics 8 An illustration of how offline and online strategies will be integrated 10 An implementation plan including evaluation and control mechanisms 11 An indication of where revenue/benefits will be achieved and where costs incurred 12 References 13 Introduction In the today’s world, companies can successfully expand their reach with the help of technology and internet…
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