Digital Marketing: Bagel Nash - Essay Example

Digital Marketing Bagel Nash Report Table of Contents 0 Introduction 4 1 Company Background 4 1.2 Current Digital Presence 4 1.3 Report Purpose 4 2.0 Summary of Content Analysis 4 2.1 Competitor Analysis 4 2.2 Customer Analysis 6 2.3 Internal Analysis 6 2.4 SWOT Analysis 8 2.5 PESTEL Analysis 8 2.6 TOWS Analysis 9 3.0 Digital Marketing Objectives 11 3.1 Objective One 12 3.2 Objective Two 12 3.3 Objective Three 12 4.0 Digital Marketing Strategy 12 4. 1 Ansoff’s Matrix Model 12 4.2 RACE Model 13 5.0 Recommendation of Appropriate Strategy 14 5.1 Positioning 14 5.2 Targeting 14 6.0 Digital Marketing Mix 14 6.1 Content 14 6.2 Social media 14 6.3 Application 14 6.4 Affiliate programs 14 7.0 Implementation Plan 15 8.0 GANNT Chart 15 9.0 Control and Management 16 10.0 Conclusion 16 11.0 Reference List 18 12.0 Appendices 20 12.1 Content Analysis 20 12.1.1 Appendix 1: Internal and External Analysis 20 12.1.2 Overview of the Company 20 12.1.3 Competitor Analysis 21 12.1.4 Customer Analysis 21 12.1.5 SWOT, TOWS & PESTEL Analysis 21 12.1.6 Digital Marketing Strategies 23 12.2 Appendix 2: User Experience 23 12.3 Appendix 3: User Experience Test 25 12. 4 Appendix 4: Facebook Page Report about Bagel Nash 27 12.5 Appendix 5: Facebook Likes & Reviews of Bagel Nash 28 1.0 Introduction 1.1 Company Background Bagel Nash was founded in the year 1987 is a restaurant which specializes in bagel/bread fast food. It is a UK based company but is mainly situated in Leeds; which exports more than 30% of its output to twenty different states. Leeds is regarded as the 3rd largest city in the United Kingdom so there are a variety of food outlets and restaurants located in the city. The Company also run fourteen coffee shops. They started selling the bagels to various retailers as well as the distributors of frozen food. Bagel Nash product range comprises of bagel wrapped up hotdog, muffin, salad, brownie, smoothie, frozen yogurt, as well as coffee and tea. Their bakery range provides bagel bars and bagel to both food service as well as retail customers (Bagelnash, n.d.). Bagel Nash is the highest search term on Google. 1.2 Current Digital Presence There is limited digital presence as the digital communication is done through the company website only and it does not invest a lot of money or time in digital marketing. However, it has its existence on Facebook , Instagram as well as on twitter but does not have its own app. A complete analysis on the digital presence and strategy of this company will be discussed later in this report. 1.3 Report Purpose The main purpose of this report is to provide a marketing strategy to achieve the planned digital objectives to benefit Bagel Nash in the field of improving their existing digital presence. A comprehensive micro as well as macro analysis is conducted. The report also encompasses implementation plan to give details of the activities and when those activities are to be executed. 2.0 Summary of Content Analysis The key findings of content analysis are: Focus is on the internal and external factors which have affected the Bagel Nash; they should also pay attention on the human resources for successful packaging and service; a test was conducted in order to witness the experience of customers when they are trying to collect the information from the Bagel Nash website; total number of visits made on each device and on every mobile gadget within the last month has been shown. It indicates that desktop version has received the maximum number of new users as compared to the mobile and tablets. Moreover, it was also found that maximum number of new users is generated from Apple iPhone to view the Bagel Nash website. The facebook page report shows that the target customers are mostly youngsters but it was also noticed that the people of middle age group are also enjoying the fast food offered by Bagel Nash. 2.1 Competitor Analysis The main aim of competitor scrutiny is to present a complete picture of weaknesses and strengths of current as well as probable rivals to identify its own threats and opportunities. The four major aim of doing the competitor analysis includes: recognizing future strategies and plans of the competitors, predicting the probable reaction of competitors towards competitive initiatives, determining the similarities between its own capabilities and the rival’s strategy, and understanding the weaknesses of competitor (Bensoussan and Fleisher, 2012). It is equally important to recognize the new competitors. A Competitor analysis is regarded as the ongoing activity, therefore, requires synchronized information collection as well as investigation (Cravens and Piercy, 2003). As there are variety of food outlets and restaurants located in the city, so, Bagel Nash is really required to differentiate its products from its competitors to receive maximum footfall. The main competitors were: Costa, Starbucks, and Subway. Costa coffee is an international coffeehouse company founded in the year 1971 in London. It is an entirely possessed subsidiary of the white bread. Its products are: coffee, soft drinks, tea, baked goods, hot chocolate, Costa express and sandwiches (Costa, 2013). Costa coffee is planning to form strategic pact with various coffee companies. It adopted diversification strategy to advertise its products from local sites to large super hubs and is also continuously expanding in terms of coffee market. It has segmented its market demographically. The target segments were higher middle class and the privileged class comprising students, families, as well as professionals. Costa coffee is on facebook as well as on twitter. Moreover, it has its own app which is accessible on the app store. Its weak spot is that it lacks in flexibility and though it operates internationally, but its occurrence is in only few countries (Mrda, Nikic and Baturan, n.d.). Starbucks coffee was founded in the year 1971 in Seattle based in Washington. It mission is to nurture and inspire the spirit of human being – “one cup, one person as well as one neighbourhood by one time” (Starbucks, 2011). Their products are coffee; fresh food; handcrafted beverages; merchandise such as tea and coffee brewing equipment, accessories and mugs, books, music as well as gift items; and consumer products (Starbucks, 2011). The target segments are young adults, middle age people, and coffee and atmosphere lovers. Its strategy includes: products extension for example healthy food, tea, and premium products like, capturing new segment of consumer; decided to develop into those street areas where maximum people of middle income group resides. Their employees are well trained and thus provide good services to the customers. It is also on facebook and twitter. However, the weaknesses of Starbucks are that it offers product of high range, and the quality of coffee is not that good in respect to its reputation (Mrda, Nikic and Baturan, n.d.). Subway is a fast food cafe/restaurant based in Milford, which sells the submarine sandwiches as well as salads. Their products are subs, drinks, snacks, and salads. Its strengths are: offers wide range of food, keeps the cost of its products low, and ease of operations (Subway, 2014). The weaknesses comprises of lack of product knowledge by employees, unhappy franchisees, and high employee turnover. Its differentiation strategy includes providing fresh and healthy food, and also charges low rates for healthy and quality foods. By doing the competitor analysis of all these three competitors, Bagel Nash can recognize their strategies and future plans, predict their reactions towards competitive initiatives, identifies their weaknesses, and determined the similarities between its own capabilities and the rival’s strategy. Bagel Nash as well as their rivals; all of them are on facebook and twitter, thus applying digital marketing tactics to draw more customers and all are offering their product at reasonable rate apart from Starbucks. So, it is really a tough competition for Bagel Nash. 2.2 Customer Analysis The main aim of performing customer analysis is to identify who are the target customers, what actually they prefer i.e. their taste and preference, how do they select, and from where do they purchase (Dorf, 1998). The target customers are the youngsters, students, and also professionals especially people between the age group of 18-24. As Bagel Nash is also on Facebook so it receives more customers by sharing more information regarding its products. Facebook fan growth rose suddenly in September 2014. Maximum number of users who visited the site is from the United Kingdom followed by the United States and Australia. It has also been noticed that female users are more than the male users who like the company on Facebook because they are more dedicated towards the fast food (See Appendix 4). The customer market of this company is segmented geographically. As the company is situated in Leeds area of the UK so, the target market comprises of the customers from Leeds. The market segments that Bagel Nash is targeting are the people between the 81-24 years because its niche is in fast food which is mostly consumed by the young generation. 2.3 Internal Analysis The main purpose of conducting internal analysis of the company is to recognize its resources, assets, processes, and skills that signify either weaknesses or strengths of the company (Hill and Jones, 2009). Strengths are mainly the features of the company’s operations which represents various competencies that can direct to the competitive advantages, however, the weaknesses are those areas that needs improvement. Basically, to understand weaknesses and strengths, the whole organization must be scrutinized. The most noticeable areas to judge are the marketing, finance, human resources, and operations (Lewis et al, 2006). The internal analysis of Bagel Nash indicates that its website is achieving success through maximum number of visits from new users through desktop, mobile and tablets. A total of 82.68% of UK desktop searches, 75.75% of mobile searches, and 82.68% of tablet searches were done through Google. The desktop version of website receives 3443 new users, followed by 2496 new users from mobile and 654 from tablet within the last month; being the top linkage on the first page is really advantageous (See Appendix 2). Moreover, the website is also representing its menu along with its image and price, which also add to its advantage. The company does not make more use of digital marketing therefore it does not have its own app and is regarded as the weakness of the company. Furthermore, it is also facing a tough competition from Starbucks, Costa Coffee, and Subway. Bagel Nash is having strong presence on Facebook and Twitter and therefore can efficiently interact with customers. Its presence around UK indicates that the workers are well trained and are having good skills in providing better product and service to the customers who visit the restaurant. A user experience test was conducted to discover the first impression of the customers when they visited the site (See Appendix 3). They found the homepage actually eye-catching as it shows the variety of products offered at the restaurants in a very colourful way and also there is no need of scrolling down as all the products appear side by side just by pressing the arrows or sometimes there is no need to press the arrows because it appears automatically in the sequence (Bagelnash, n.d.). 2.4 SWOT Analysis A SWOT analysis is conducted to know the weaknesses, strengths, threats and opportunities availing in the market. A properly conducted analysis provides a goal evaluation in order to help the company in identifying its opportunities based on the market size, service, industry trends and distribution channel. It also helps to frame mission statement and lead towards the project plan development (Mello, 2010). Conducting SWOT analysis helps to figure the number of probable ways how company is meeting the needs of customers in contrast to its competitors (McDonald, Rogers and Woodburn, 2000). Bagel Nash conducted the SWOT analysis to know its weaknesses, strengths, threats and opportunities which are discussed below: 2.5 PESTEL Analysis The main aim of conducting PESTEL (political, social, environmental, legal, economical and technological) investigation is to have an understanding of the business and economic environment. All companies are a part of the larger system. Doing the analysis helps to observe all the essentials factors that may affect the failure or success of the company (Doke, Hatton and Smortfitt, 2007). It is not necessary that all the factors will affect the Bagel Nash restaurant. Some factors may have a positive effect while some may have negative effect on the company. PESTEL analysis of Bagel Nash is presented below: Economical factor: Bagel Nash provides smoothies which is a seasonal product, so they cannot get away from impact of the seasonality. The sales of smoothies decline in winter so they should save their profits in summer to overcome the sales of cold winter. Labour conditions are also one of the factors which are affected by the economic recession. Generally at that times, the rate of turnover declines in other business but as Bagel Nash is a restaurant so it is not affected by the economic recession. Social factor: The growing speed of the social media indicates that the information about the company can be communicated worldwide within a minute. It may have a positive result for the company because it can provide the message regarding its products or services directly to the customers with minimum financial costs. People are observing the online reviews to facilitate them to make their decision about which place to visit for the fast foods. As it has got so many reviews and likes on Facebook so, it will receive more footfalls (See Appendix 5). Technological Factor: As digital marketing practices are adopted by every company to make use of its technologies, so, the technological factors have both the positive as well as negative effect on the company. If the technologies will become more advance then communications between the company and the customers regarding any queries will be done instantly within a fraction of minute. However, the digital marketing technology will be also regarded as a threat for this company as it does not have its own app, and customers are nowadays seen with an increase use of mobile browsing with advanced 4G technologies. Legal factors: The Data Protection Act 1998 governs the way the organizations or companies process and holds the personal data and details of an individual (Legislation, 1998). It means that the Bagel Nash is required to follow this law strictly otherwise the loss of management on the personal data of the customers can have a negative effect on the company. 2.6 TOWS Analysis TOWS (Threats, opportunities, weaknesses, strengths) framework facilitates the matching of external opportunities and threats with internal strengths and weaknesses of the company. It includes SO (strength-opportunity) strategy where the company could maximize both its opportunities and strengths; WO (weakness-opportunity) strategy where it could maximize its opportunities and minimize its weaknesses; ST (strength-threat) strategy where on the basis of the strength, the company could deal with its threats; WT (weakness-threat) strategy focuses on minimizing both threats and weaknesses (Weihrich, n.d.). SO (strength-opportunity) strategy: By using the previous experience achieved from the marketing of social media on Twitter, Instagram and Facebook, the Company can apply it on its own app as a fresh platform in order to interact with the customers. WO (weakness-opportunity) strategy: The strategy will be to launch its new website with improved search engine. It can also place the unique feature of the store on its new website to draw more customers. ST (strength-threat) strategy: The Company can make use of the social media to post links, photos, and menus along with its price because the rate of its product is reasonable as compare to its one of the competitors i.e. Starbucks. Thus, this strategy will help Bagel Nash to pull more customers. WT (weakness-threat) strategy: To minimize its weaknesses and threats, Bagel Nash should formulate an online review section of the restaurant on its website. This will help them to know how many new customers are viewing their website. 3.0 Digital Marketing Objectives Setting objectives or goals is an essential component of any business plan; without it the company does not have any direction, capability to focus upon the areas which requires an improvement in the near future, or measurement for the success. The goal of the company is achieved by setting the SMART objectives which means that the digital marketing objectives should be specific, achievable, measurable, time bound and realistic (Frey and Osterloh, 2002). The purpose of digital marketing plan is to provide Bagel Nash with its own app and vast digital platforms which will help to acquire new customers as well as retain the active digital customers. The digital marketing objectives of Bagel Nash are as follows: 3.1 Objective One First objective will be to launch its new website with the aim of increasing the spent time on the site by 20 seconds as compared to the existing website of the company. This will be aimed at the target audience and the implementation time is 6 months. 3.2 Objective Two Second objective is to develop its own app because customers are nowadays seen with an increase use of different apps and doing mobile browsing. The implementation time will be within 12 months. 3.3 Objective Three Third objective is to build brand awareness which could be achieved by having more access on the social media sites such as Facebook, Instagram, and Twitter. Bagel Nash can have its own blogs because it is an impressive tool to write the additional content about its thoughts, ideas, and strategies. Thus by having the vast digital platforms the company can acquire new customers as well as retain the old ones. The implementation time will be 2 years for this objective. It is observed that all the three objectives of Bagel Nash is specific, achievable, measurable, time bound and realistic. 4.0 Digital Marketing Strategy Bagel Nash restaurant has adopted the “pull strategy” to attract more customers towards its food. Pull strategy makes easy for the company to find their customers. Their strategy includes creating awareness as well as increasing the brand visibility especially on web with the help of social media advertising. The company can also increase awareness about their products via blogs and eBooks, explaining the importance and quality of the food and drinks they offer. Under the pull strategy, the customers will call and place their orders, or emails to find out about their services. By applying this strategy, marketing becomes easy for the company when customers visit their sites regularly or come to their branch to enjoy the food. 4. 1 Ansoff’s Matrix Model The above mentioned digital marketing objectives has been categorised by using the Ansoff’s Matrix Model. It advocates that it could be feasible to make use of various strategies simultaneously by selling new or old products to new or old customers (Bachmeier, 2013). The use of Ansoff’a Matrix by Bagel Nash is mentioned below: Market penetration: It involves selling existing products into the existing market. A company can do market penetration through online advertising or by reducing the price of their product. Product development: It involves developing the new products for the existing customers. This can be done by introducing premium products which will be made with selected and rare beans. Market development: It involves selling the existing product to new customers. A company can pursue market development by introducing new products and target new customers. Diversification: It includes introducing the new products into the new markets. A can apply diversification strategy by introducing sandwiches for new customers. From the above scenario, it is recommended to Bagel Nash that they should pursue market developments strategy in the form of introducing bagel wrapped up hotdog, brownie and muffin and can effectively target middle age people along with youngsters. 4.2 RACE Model The RACE (Reach, act, convert, and engage) framework gives access to key strategies that will let Bagel Nash to determine how to place themselves in this competitive environment and also to manage their promotion activities in a more planned way (Chaffey and Ellis-Chadwick, 2012). A RACE framework has been created for the Bagel Nash to demonstrate how the future digital plan will retain the existing as well as acquire the new customers. Reach: To create awareness of the brand, its services and products, to make traffic through driving visits to the new website, and app of Bagel Nash. A search engine requirement to make certain Bagel Nash is at top position or not among its competitors. Act: The next step is to interact with the customers, so, the actions of Bagel Nash include: ‘viewed menu’, ‘liked on Facebook’, and ‘followed on Twitter’. By these acts the customers can access their menu online and also be able to mark a review on their website. When the company will have its own app, then they could also interact through their app by sharing their menu and special offers and therefore getting likes accordingly. Convert: The conversion point required to be identified for every business i.e. its conversion into sale. Though, for the Bagel Nash, there are no products which could be purchased online, all the products and services could be consumed in store itself, so the point of conversion will be calculated on the online voucher codes amount that have been downloaded from its website. Engage: Constructing relationship with the new customers and retaining the old customers through various interactions will be considered as the long term engagement. These interactions will be possible through the Bagel Nash website, app, direct interaction, and social media presence such as company’s own blogs, having image based content on its website. The number of interactions can be evaluated by voucher downloads and sharing contents by way of Facebook and Twitter. 5.0 Recommendation of Appropriate Strategy 5.1 Positioning Bagel Nash can adopt positioning strategy which will differentiate it from its rivals. It can do its positioning online by providing important information about their food i.e. it offers low-fat and low-calorie and high quality fresh food; or it offers a combo of hotdog and brownie at the price of one. 5.2 Targeting The target segment is the youngsters which fall under the age of 18-24, even though people of middle age i.e. 25-44 also enjoy the environment and delicious food of Bagel Nash. It is assumed by viewing the engagement of the people on their facebook page (See Appendix 4). So, it can now target people who come under the age bracket of 35-44 because now they are also showing interest towards their products. The company can do little modification on its website such as when the images of their product appear in sequence then the image of coffee could emerge in different way, say the name of customers will be written on the coffee provided to them or they can change the style of packaging of their product. They can also give information about their fast service and hygienic food. This way they can target more customers. 6.0 Digital Marketing Mix The digital marketing mix tools which are and could be used by Bagel Nash are as follows: 6.1 Content They can reach more customers as well as generate new customers by expanding the type of their content provided on the website. The website contains the images of the products in sequence and the menu with price embedded in it. They can improve the content by presenting venue re-examining function and up-to-date information on their menus and venues. 6.2 Social media Promotions on social media generate an opportunity for Bagel Nash to send messages to the targeted customers. As people are the main element of any business, so it is important for the company that whatever information they provide on social media such as Facebook and Twitter would facilitate them to pull more customers. 6.3 Application A free downloadable app can be offered to customers so that they can view menus and other offers provided by Bagel Nash and it will definitely increase the footfalls. 6.4 Affiliate programs They can achieve the third objective of building brand awareness with the help of affiliate programs which requires paying the affiliates for every click or sale of product. 7.0 Implementation Plan An implementation plan is the thorough listing of costs, schedules, and activities that are necessary to attain the goals of the considered plan. A six months plan has been created featuring the outline of the costs to apply the proposed changes. The proposed budget is £60,000. Total budget £60,000 December January February March April May Total cost per individual tool and activity Labour cost £1,530 £1,530 £1,530 £1,530 £1,530 £1,530 £9,180 App development £8,000 £8,000 £8,000 0 0 0 £24,000 App maintenance 0 0 £700 £700 £700 £700 £2,800 App fee (approx 40 per annum) £20 0 0 0 0 0 £20 New Website Development £3600 £3600 £3600 0 0 0 £10800 New Website Maintenance 0 0 0 £400 £400 £400 £1200 Affiliate program £2000 £2000 £2000 £2000 £2000 £2000 £12,000 Total proposed cost £60,000 8.0 GANNT Chart A GANNT chart has been composed in order to specify the outline of activities and when they will be implemented. 9.0 Control and Management Google analytics should be applied in order to assess the total duration spent by the customers on Bagel Nash website. Socialbakers analytics must also be applied through which Bagel Nash would be able to analyze and monitor any page or profile of its competitors without the admin rights (Socialbakers, 2014). Woorank is considered as one of the most appropriate marketing software. It provides instant reviews of website thereby helping the company to attain top search engine rank, maintain track of the rivals, convert visitors into the customers, and also help to obtain more return on their online digital marketing (Software, 2014). Thus, it will also be an effective tool for Bagel Nash. Objective one can be measured by doing more innovation in the products such as the workers can change the packaging pattern or while serving coffee they can just put the name of client on the served coffee. To evaluate the success of Bagel Nash app, the total number of downloading of app by customers can be monitored by the app store. Moreover, total number of e-vouchers downloaded can also be tracked from the app itself. This will signify whether the application was successful or not and how successful it has been. Objective three can be determined by tracking the number of followers of Bagel Nash on Instagram and also by the number of likes. By the completion of six months, the outcome can be compared with the objectives in order to see whether the objectives have been attained. 10.0 Conclusion The report highlights the digital marketing objectives and strategies of Bagel Nash. The objectives can be achieved by adopting digital marketing mix tools and also by applying positioning strategy and targeting people of middle age group together with the youngsters. The internal as well as external analysis has also been discussed. Further, an implementation plan and GANNT chart for six months is also prepared to feature the outline of costs which will be incurred towards implying the objectives of Bagel Nash. 11.0 Reference List Bachmeier, K., 2013. Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff’s Theory. Germany: GRIN Verlage. Bagelnash., n.d. Welcome to Bagel Nash. [online] Available at: < http://bagelnash.com/> [Accessed 20 Nov. 2014]. Bensoussan, B.E. and Fleisher, C.S., 2012. Analysis Without Paralysis: 12 Tools to Make Better Strategic Decisions. New Jersey: Pearson Education Inc. Chaffey, D., Chadwick, F.E., Johnston, K, and Mayer, R., 2008. Internet Marketing: Strategy, Implementation and Practice. New Delhi: Pearson Education India. Chaffey, D. and Ellis-Chadwick, F., 2012. Digital Marketing. New Delhi: Pearson Education. Costa., 2013. Costa. [online] Available at: < http://www.costa.co.uk/> [Accessed 20 Nov 2014]. Cravens, D.W. and Piercy, N.F., 2003. Strategic Marketing. New Delhi: Tata McGraw-Hill. Doke, L., Hatton, E. and Smortfitt, R., 2007. Entrepreneurship. South Africa: Pearson Education. Dorf, R.C., 1998. The Technology Management Handbook. United States of America: CRC Press. Frey, B.S. and Osterloh, M., 2002. Successful Management by Motivation: Balancing Intrinsic and Extrinsic Incentives. New York: Springer – Verlag Publication. Groucutt, J., Leadlay, P. and Forsyth, P., 2004. Marketing: Essential Principles, New Realities. United kingdom: Kogan Page Publishers. Hill, C. and Jones, G., 2009. Strategic Management Theory: An Integrated Approach. United States of America: Cengage Learning. Jain, A., 2009. Principles of Marketing. New Delhi: FK Publications. Legislation, 1998. Data Protection Act 1998. [online] Available at: [Accessed 20 Nov 2014]. Lewis, P., Goodman, S., Fandt, P. and Michlitsch, J., 2006. Management: Challenges for Tomorrow’s Leaders. United States of America: Cengage Learning. McDonald, M., Rogers, B. and Woodburn, D., 2000. Key Customers: How to Manage Them Profitably. Massachusetts: Butterworth – Heinemann. Mello, S., 2010. Customer Centric Product Definition. Boston: PDC Professional Publishing. Mrda, I., Nikic, S. and Baturan, S., Costa Coffee vs Starbucks. [pdf] Available at: [Accessed 20 Nov 2014]. Socialbakers., 2014. Competitive Analysis. [online] Availabke at: [Accessed 2 Dec 2014]. Software., 2014. Woorank. [online] Available at: [Accessed 2 Dec 2014]. Starbucks, 2011. Starbucks Company Profile. [pdf] Available at: [Accessed 20 Nov 2014]. Subway, 2014. SUBWAY: eat fresh. [online] Available at: [Accessed 20 Nov 2014]. Thomas, B. and Housden, M., 2010. Direct and Digital Marketing in Practice. United Kingdom: A & C Black. Weihrich, H., n.d. The TOWS Matrix – A Tool for Situational Analysis. [pdf] Available at: < 12.0 Appendices 12.1 Content Analysis 12.1.1 Appendix 1: Internal and External Analysis A digital marketing has a same implication as that of electronic marketing. Both of them describes the execution and management of marketing with the use of electronic media for example, the e-mail, web, interactive wireless and TV media in combination with the digital information about the behaviour and characteristics of customers (Chaffey et al , 2008). The marketing environment which directly or indirectly influences the capability of the organization is the external and internal environment. It involves all the aspects that affect operations, decisions, and the marketing policies of the organization or company. External environment comprises of macro and micro environment. The external factors are those which lie outside the control of the organization but influence their ability to carry out the business. Macro environment consist of those factors which affect the overall business activities. An analysis of market environment consist of PESTEL (political, social, environmental, legal, economical and technological), competitor and market analysis (Thomas and Housden, 2010). A micro environment consists of all those individuals and organizations that directly influence the activities of a firm. The elements of micro environment are employees, local government, trade unions, suppliers, customers, intermediaries, competitors and regulators (Groucutt, Leadley and Forsyth, 2004). Internal environment which affect the company include controllable variables or factors such as branding, product design, packaging, pricing, distribution and advertising policies of the company. These aspects are usually manageable by the marketing manager or the company. From these types of forces the marketer gets enough information about the internal environment. The marketing opportunities of the company depend on the accessibility of these variables and the plan created on the base of these factors is identified as the marketing mix. A company or a firm can attain its marketing goals by choosing a stable marketing mix (Jain, 2009). 12.1.2 Overview of the Company Bagel Nash is mainly the British chain of restaurants which specializes in bread/bagel fast food. The internal environmental aspects which will affect the Bagel Nash would be branding, packaging, pricing, distribution and advertising policies of the company. As all these aspects are usually managed by the marketing manager or the company, so, he should prepare a promotion or marketing plan. The marketing plan will include the strengths as well as weaknesses analysis through observing the important factors of internal environment such as product quality, market share, pricing policy, geographic coverage, and customer service; as well as the financial resources of the company. Moreover, attention should also be paid on human resources such as dedicated employees, team work, and training needs for the employees. All the external aspects are not applicable to Bagel Nash, so, it is necessary for the company that it should classify the relevant external factors which will affect its business and also need to monitor those environmental factors. The external factors which affect Bagel Nash would be technological, legal and social factors. The company should also do competitor and market analysis to know nature of their target customers and also to know the strategies of competitors. Knowledge of micro and macro environment forces is important for Bagel Nash because it will help in their planning process and to compete efficiently against their rivals. Moreover, it will also help in the recognition of their opportunities as well as threats and enable to take benefit of existing strategic opportunities. The digital marketing objectives and strategies of Bagel Nash have been discussed together with the recommendation of appropriate strategy and implementation plan. 12.1.3 Competitor Analysis Competitor analysis is done to present a complete picture of weaknesses and strengths of current as well as probable rivals to identify the threats and opportunities of Bagel Nash. The main competitors were Costa Coffee, Starbucks, and Subway. Costa Coffee adopted diversification strategy to advertise its products from local sites to large super hubs and is also continuously expanding in terms of coffee market. Starbucks strategy includes: products extension for example healthy food, tea, and premium products like, capturing new segment of consumer; decided to develop into those street areas where maximum people of middle income group resides. Subway strategies include providing fresh and healthy food, and also charges low rates for healthy and quality foods. By doing the competitor analysis of all these three competitors, Bagel Nash can recognize their strategies and future plans, predict their reactions towards competitive initiatives, identifies their weaknesses, and determined the similarities between its own capabilities and the rival’s strategy. 12.1.4 Customer Analysis Customer analysis is done to identify the target customers, what actually they prefer i.e. their taste and preference, how do they select, and from where do they purchase. The target customers are the youngsters, professionals, and students especially people between the age group of 18-24. 12.1.5 SWOT, TOWS & PESTEL Analysis Conducting SWOT analysis will help the company to figure the number of probable ways how they are meeting the needs of customers in contrast to its competitors. The main aim of conducting PESTEL analysis will provide the clear understanding of the business and economic environment. Doing the analysis will help the company to observe all the essentials factors that may affect the failure or success of the company. TOWS framework is constructed in order to facilitate the matching of external opportunities and threats with internal strengths and weaknesses of the company. The digital marketing objectives of the company should be specific, achievable, measurable, time bound and realistic. The purpose of digital marketing plan is to provide Bagel Nash with its own app and vast digital platforms which will help to acquire new customers. Strengths: The brand image of the company is good. It provides local and fresh products. It has its presence on Facebook, Instagram as well as on Twitter which is an advantage for the company because nowadays customers are more active on social media. Weaknesses: The Bagel Nash restaurant does not spend much time and money on social media; therefore it does not possess its own app. Opportunities: The Company will soon launch its new website and therefore have the better navigation opportunity. It can also have opportunity in terms of app layout; GPRS store locator; and unique features of store. The Bagel Nash restaurant will not just be the place to eat; people can also have a great time there. Threats: Major threat is the competitive market. All the rivals are giving tough competition to Bagel Nash because all of them have their presence on social media and are also offering their products at a reasonable price. Only the price of Starbucks products is high but now it is also moving towards reasonable price. PESTEL Political The political factors such as the trade regulations, government stability etc will be a major factor in the business development of the company. Hence, these factors must be carefully analyzed. Economical Bagel Nash provides smoothies which is a seasonal product, so they cannot get away from impact of the seasonality. The sales of smoothies decline in winter so they should save their profits in summer to overcome the sales of cold winter. Social The growing speed of the social media indicates that the information about the company can be communicated worldwide within a minute. It may have a positive result for the company because it can provide the message regarding its products or services directly to the customers with minimum financial costs. Technological If the technologies will become more advance then communications between the company and the customers regarding any queries will be done instantly within a fraction of minute. Environmental Since, the marketing activities will be mostly carried out through online platforms, hence the impact of environment will be minimal. Legal Bagel Nash is required to follow this law strictly otherwise the loss of management on the personal data of the customers can have a negative effect on the company. 12.1.6 Digital Marketing Strategies The digital marketing strategies of the company has been categorised by using the RACE Framework and Ansoff’s Matrix Model. The RACE framework gives access to key strategies that will let Bagel Nash to determine how to place them in this competitive environment. Bagel Nash can adopt positioning strategy which will differentiate it from its rivals. The digital marketing mix tools which are used by Bagel Nash are content, social media, application, and affiliate programs. An implementation plan and GANNT chart is also constructed in order to specify the outline of activities and when they will be implemented. 12.2 Appendix 2: User Experience A test of user experience was conducted in order to see the experience of customers when they are trying to collect the information from the Bagel Nash website. Digital devices, for example tablets and mobiles have meant that the customers are habituated of simply scrolling down the page that has been tailored to the mobile edition of the site. Though, the desktop edition of the site comprises of side-to-side option of scrolling but it has also been adopted by the existing as well as new users. The test also discovers the first impression of the customers when they visit the site. The benefit of Bagel Nash website is that there is both the mobile and desktop version of site, thus, mounting the user experience especially for those customers who are searching for Bagel Nash on their mobile devices. The table below indicates that desktop version has received the maximum number of new users as compared to the mobile and tablets and that’s why the bounce rate is lower in the desktop version. It also indicates the number of visits made on each device within the last month. The table below indicates the total number of visits made on every mobile gadget over the last month. It shows that maximum number of new users is generated from Apple iPhone to view the Bagel Nash website followed by Apple iPad and Samsung GT-19195 Galaxy S4. 12.3 Appendix 3: User Experience Test A user experience test is conducted to know the views of the customers how they feel about the Bagel Nash website i.e. whether it is eye-catching, information provided on the website is sufficient or not, etc. A user experience test can also be referred as one type of questionnaire. First Impression Test: What do you think you can actually do by staying on the website or say on the home page? The homepage is really eye-catching as it shows the variety of products offered at the restaurants in a very colourful way and also there is no need of scrolling down as all the products appear side by side just by pressing the arrows or sometimes there is no need to press the arrows because it appears automatically in the sequence. By staying on the home page how do you think this site is different from other comparable sites? When anybody hovers above the picture, a colourful box appears to provide more information about the product. It looks very impressive and also an easy way to collect the information. Moreover, menu of Bagel Nash along with its prices is also available on the home page which seems to be a good technique of the company to receive more customers. By residing on the home page of the website, who do you assume this site is meant for? Based on the content, design, as well as the ease of the information about the product; it is meant for the younger generation especially people between the age group of 18-24. 12. 4 Appendix 4: Facebook Page Report about Bagel Nash 12.5 Appendix 5: Facebook Likes & Reviews of Bagel Nash Read More