GREGGS Bakers is a company with a very strong heritage. It has been in the food industry for almost 70 years. In its 70-years history in the baking industry, GREGGS Bakers has strictly adhered to its core competences of freshly baked items, value pricing, customer orientation and superior service…
These competencies reflect the company’s corporate values of being enthusiastic, supportive, honest, open, appreciative, fair, considerate and respectful. These values are not only meant for the customers but also for the employees who are an integral part of the company’s successful run. The company’s product portfolio includes: breakfast items, bread and rolls, sweets, savouries, sandwiches, and drinks. About two-thirds of the sales are generated by the company’s sandwiches category (Greggs). GREEGGS Bakers strongly believe in the role they play in the society. In order to support the society and pay back what the business owe to the society the foundation for GREGG Trust, later to be called GREGG Foundation, was laid by Ian Gregg in 1987. Also the company is strongly focused on creating more jobs in the society. In this endeavour the company plans to open 500 more stores and create 6000 new jobs in the economy (Greggs). As GREEGGS Bakers plan to improve their presence on the online market and enhance their online presence, there have been some important reasons identified that are the cause of low traffic and therefore a need for an e-marketing plan has been created. With the trend of online industry growing in the last few years, it has become increasing important for different firms to capitalise on these opportunities in order to remain competitive as well as satisfy customers. In addition to this, there has been an increasing number of customers buying food products online therefore GREEGGS Bakers need to understand this situation and capitalise on this opportunity. Environmental analysis Before coming up with a well thought and effective marketing plan it is first important to analyse the internal and external environment thoroughly (Fill, 2009). This in turn allows the company to come up with more related and successful marketing strategies (Gay, Charlesworth, and Esen, 2007). With reference to the online and digital marketing it is important for the organisation to evaluate the different trends and consumers’ preferences in order to build more strong relationships (Peterson, Koch, Grone, and Vo, 2010). There are several factors which should be considered while devising digital marketing strategies for example the security concerns (Flavian & Guinaliu, 2006). The social technologies have transformed the whole marketplace (Li and Bernhoff, 2011) Trends on the Online Marketplace: Internet has changed the whole scenario of the market place (Fox, 2010). It is important to come up with proper internet and online strategy (Porter, 2001). In order to ...
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