E-Business & Marketing Fundamentals Assignment

Assignment:

Crafting a Comprehensive Marketing Strategy for an Online E-Commerce Venture

Situation:

Imagine you have been appointed as the Chief Marketing Officer of a new online e-commerce venture named "E-ShopHub." The company aims to establish itself as a prominent player in the highly competitive online retail industry. Your task is to develop a robust marketing strategy that encompasses various aspects of online e-commerce marketing.

Analysing the Market and Target Audience

1. Conduct a detailed market analysis for E-ShopHub. Identify the key trends, opportunities, and challenges in the online retail industry. Based on this analysis, provide recommendations on three product categories E-ShopHub could focus on, substantiating your choices. (Word Limit: 400 words) – CLO 1
2. Define the target audience for E-ShopHub. Create a comprehensive buyer persona for your chosen product category, including i) demographic information, ii) psychographic attributes, iii) online behavior, and iv) purchasing preferences. (Word Limit: 350 words) – CLO 2
   Developing the Value Proposition
3. Craft a compelling value proposition for E-ShopHub's chosen product category. Explain how this value proposition addresses the needs and desires of the identified target audience. Utilize the AIDA model (Attention, Interest, Desire, Action) to structure your response. (Word Limit: 350 words) – CLO 3
4. Design an innovative pricing strategy for E-ShopHub. Justify your pricing approach based on the perceived value of the products, competitive pricing analysis, and customer affordability. (Word Limit: 350 words) – CLO 3 Creating an Integrated Marketing Mix
5. Formulate a promotional strategy for E-ShopHub. Outline the key elements of your approach, including digital advertising, social media campaigns, influencer collaborations, and content marketing. Describe how these tactics will be synchronized to create a consistent brand image and drive customer engagement. (Word Limit: 350 words) – CLO 3
6. Develop a distribution strategy for E-ShopHub. Determine the optimal channel mix, considering both direct-to-consumer and third-party marketplaces. Explain the rationale behind your choices, considering factors such as reach, control, and customer experience. (Word Limit: 300 words)- CLO 4
7. Propose a customer service and post-purchase strategy for E-ShopHub. Outline how the company will ensure customer satisfaction, handle inquiries, manage returns, and gather feedback to enhance the overall shopping experience. (Word Limit: 300 words)- CLO 4
   Measuring and Enhancing Performance
8. Identify the key performance indicators (KPIs) that E-ShopHub should track to measure the success of their marketing strategy. Explain how these KPIs align with the company's goals and objectives. (Word Limit: 300 words) – CLO 5
9. Develop a plan for continuous improvement of the marketing strategy. Describe how E-ShopHub will collect and analyze data, derive insights, and implement changes based on the findings to optimize its marketing efforts over time. (Word Limit: 300 words) – CLO 5

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