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Description

writing about ( Morni ) company

https://www.morniksa.com/?locale=en

THIS IS PART 3

PART 1 and 2 IS DONE BEFORE

Word format only

use APA style reference

at least 4 references

Times New Roman font (size 12, 1.5 space between words )

Requirements: around 1000 words

Requirements
Part 1, around (500) words: Due week 6, on 27/2/2021. (Refer to the Textbook Chapters 2 & 3, and
apply the following in the context of your company)
1. Investigate the micro-environment as part of the situation analysis for your company.
a. Competitors analysis
b. Suppliers and/or Digital Marketing intermediaries.
c. Customers’ persona.
2. Summaries the macro-environment variable your company needs to monitor when operating the
digital marketing campaign. (two or three variables for each force are sufficient)
a. Technological forces.
b. Legal forces.
c. Economic forces.
d. Political forces.
e. Social forces.
1
Introduction
.
Morni is an on-demand roadside assistance in Saudi Arabia and has provided services to
over 600,000 customers since its formation. The company offers roadside assistance solutions to
individuals and car rental companies that use its services for navigation. Morni offers different
car parts to its customers, such as tires and batteries, and makes fuel deliveries to its consumers.
Besides towing services, the company provides full accident solutions to vehicles involved in
accidents and goes through reinstating it, following all the procedures abiding by relevant
authorities. Morni has established auction options on cars involved in accidents hence easier
disposal. The company should adopt strategies that will ensure favorable competition in the
market. The company faces competition from big companies in Saudi Arabia such as Azhalha
Ezhalha, Carefer KSA., and Punctury KSA.
Micro-environment
Situation analysis involves how a company evaluates its internal and external factors
providing a common reference point for the planning process. Morni Company should therefore
identify the internal factors that will lead to a highly competitive advantage in the market. The
situation analysis that the company ought to recognize includes competitor analysis, customer
persona, suppliers, and digital marketing intermediaries. In competitor analysis, Morni Company
should evaluate the strength and weaknesses its competitors in the market have. It will enable
Morni to establish a basis in comparing with other businesses and ensure a competitive
advantage where they see a gap.
Competitive analysis is an essential part of marketing planning as it creates new
opportunities for improvement in digital marketing activities. The company should ensure an
efficient supply base that will make the required goods and services to necessitate the companies
level of services. It may also need digital marketing intermediaries to help the company sell and
distribute the products and services offered. These intermediaries may include media platforms
that may at times promote the business and help in their advertisement. The customer persona is
a semi fictional archetype that represents crucial characteristics of a large segment of the
company’s buyers. It will ensure the firm identifies the challenges faced by its customers and
what influences their decisions in selecting specific products.
2
Macro-environment
Technology has significantly contributed to developing strategies that roadside assistance
businesses can market their services. The company’s ability to evaluate how its customers make
decisions regarding their purchases will influence their preferences in selecting their products
(Camilleri,2018). Firstly, a company must have an efficient website through which customers
can navigate with ease and request the services they require. There will be a need for the
company to automate its business operations, enabling it to reach more customers. The legal
forces that may face Morni Company are government laws that stipulate guidelines the
company’s processes need to abide by. These factors are consumer laws and health and safety
laws, which affect the company’s demand levels. Considering the country’s economic forces,
such as inflation and energy availability, it will be essential. For instance, the transport industry
in Saudi Arabia had experienced laggings due to oil and fuel shortages. Adherence to
government policy and labor laws as components of political forces will prevent it from
incurring other additional costs.
Conclusion
Any business’s success depends on the forms of marketing strategies that it is willing to
adopt. Analyzing the business environment enables a company to develop strategies in
overcoming challenges in the market and take advantage of available opportunities. These
strategies influence the number of customers that an organization can attract and retain. The
company’s efforts in adopting new technology have given rise to proper digital marketing
solutions in managing and making its website more conspicuous to its customers while
improving the ease through which clients can navigate through the business’s website. When
operating the digital marketing campaign, Morni should evaluate the macro-environment factors
that affect its performance and productivity. These may include factors that are beyond the
control of a company, and hence the development of strategies in subduing them is quite
essential. Understanding the environment in which the business operates will contribute to faster
strategy formulation, thus ensuring an increase in competitiveness (Chaffey,2019).
3
References
Camilleri, M. A. (2018). The marketing environment. In Travel marketing, tourism economics
and the airline product (pp. 51-68). Springer, Cham.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
4
Introduction
.
Morni is an on-demand roadside assistance in Saudi Arabia and has provided services to
over 600,000 customers since its formation. The company offers roadside assistance solutions to
individuals and car rental companies that use its services for navigation. Morni offers different
car parts to its customers, such as tires and batteries, and makes fuel deliveries to its consumers.
Besides towing services, the company provides full accident solutions to vehicles involved in
accidents and goes through reinstating it, following all the procedures abiding by relevant
authorities. Morni has established auction options on cars involved in accidents hence easier
disposal. The company should adopt strategies that will ensure favorable competition in the
market. The company faces competition from big companies in Saudi Arabia such as Azhalha
Ezhalha, Carefer KSA., and Punctury KSA.
Micro-environment
Situation analysis involves how a company evaluates its internal and external factors
providing a common reference point for the planning process. Morni Company should therefore
identify the internal factors that will lead to a highly competitive advantage in the market. The
situation analysis that the company ought to recognize includes competitor analysis, customer
persona, suppliers, and digital marketing intermediaries. In competitor analysis, Morni Company
should evaluate the strength and weaknesses its competitors in the market have. It will enable
Morni to establish a basis in comparing with other businesses and ensure a competitive
advantage where they see a gap.
Competitive analysis is an essential part of marketing planning as it creates new
opportunities for improvement in digital marketing activities. The company should ensure an
efficient supply base that will make the required goods and services to necessitate the companies
level of services. It may also need digital marketing intermediaries to help the company sell and
distribute the products and services offered. These intermediaries may include media platforms
that may at times promote the business and help in their advertisement. The customer persona is
a semi fictional archetype that represents crucial characteristics of a large segment of the
company’s buyers. It will ensure the firm identifies the challenges faced by its customers and
what influences their decisions in selecting specific products.
1
Macro-environment
Technology has significantly contributed to developing strategies that roadside assistance
businesses can market their services. The company’s ability to evaluate how its customers make
decisions regarding their purchases will influence their preferences in selecting their products
(Camilleri,2018). Firstly, a company must have an efficient website through which customers
can navigate with ease and request the services they require. There will be a need for the
company to automate its business operations, enabling it to reach more customers. The legal
forces that may face Morni Company are government laws that stipulate guidelines the
company’s processes need to abide by. These factors are consumer laws and health and safety
laws, which affect the company’s demand levels. Considering the country’s economic forces,
such as inflation and energy availability, it will be essential. For instance, the transport industry
in Saudi Arabia had experienced laggings due to oil and fuel shortages. Adherence to
government policy and labor laws as components of political forces will prevent it from
incurring other additional costs.
Conclusion
Any business’s success depends on the forms of marketing strategies that it is willing to
adopt. Analyzing the business environment enables a company to develop strategies in
overcoming challenges in the market and take advantage of available opportunities. These
strategies influence the number of customers that an organization can attract and retain. The
company’s efforts in adopting new technology have given rise to proper digital marketing
solutions in managing and making its website more conspicuous to its customers while
improving the ease through which clients can navigate through the business’s website. When
operating the digital marketing campaign, Morni should evaluate the macro-environment factors
that affect its performance and productivity. These may include factors that are beyond the
control of a company, and hence the development of strategies in subduing them is quite
essential. Understanding the environment in which the business operates will contribute to faster
strategy formulation, thus ensuring an increase in competitiveness (Chaffey,2019).
2
Part 2, around (1000) words:. (Refer to the Textbook Chapters 4, 5 & 6)
1. Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or
ch4, slide 9)
a. Where are you now? (situation analysis)
b. Where do you want to be? (business objectives)
c. How are you going to get there? (strategy)
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
2. Summaries the marketing mix best suitable for your campaign. (refer to ch5)
a. Product variables
b. Price variables
c. Place variables
d. Promotion variables
e. Process variables
3. How can you implement relationship marketing for your campaign. (refer to ch6)
a. Could you create a virtual community? And how does it help the relationship
marketing.
b. Could you use digital media to support customers’ advocacy? And how?
3
Digital Marketing Strategy
Situation Analysis
Morni company is looking to automate its business processes for efficiency and
eradication of process bottlenecks. The firms should assess the impact of the internal and
external forces in implementing the digital marketing strategy. The company needs to increase
sales revenue through digital media platforms. A website for the company would be a good start
point for the firm. The firm can also develop a mobile application to help customers access
services easily and quickly. The use of mobile phones among consumers has increased in the
digital age, and Morni could expand its customer base through a mobile application. The mobile
application offers easy access to the services which Morni offers. Morni is facing high
competition, which means it should be more vigorous in marketing. Robust marketing is easily
achieved through digital marketing, where most of the customers engage with brands. Morni
should conduct its business as a brand that aims to attract a sustainable business model.
Business Objectives
The digital marketing strategy and the strategy of the company should align. The digital
marketing strategy’s objectives include selling to more products and services, serving more
customers, saving on marketing expenses, increasing brand equity, speaking to and receiving
feedback from consumers. The digital marketing strategy’s primary goals: The secondary goals
include increasing savings in marketing expenses and improving customer conversion rates.
Strategy
The digital marketing plan aims to use various strategies to ensure the firm’s business
success. One of the strategy is social media marketing. Social media provides a great advertising
platform and a robust feedback channel. The other strategy is content creation. Morni will need
to generate content to be used in its social media platforms and website. The content should be
relatable to the consumers and focus on the digital marketing plan’s key message. Email
marketing is also another strategy due to its reach (Chaffey & Ellis-Chadwick, 2019). Almost
every consumer in the market uses email as a means of communication which provides a broad
4
reach. The other strategy is website optimization through SEO to ensure that the website is easily
retrieved and prioritized when customers search for on-demand road assistance. The marketing
message should be well thought out to ensure it communicates the company’s intent to the
consumers.
Tactics
In the current age of digitization, social media has become a top priority for all businesses
worldwide. Morni needs to open social media accounts on Twitter, Instagram and LinkedIn. The
social media accounts will ensure timely response to customers” concerns (Kingsnorth, 2019).
The social media accounts will offer an excellent feedback channel forMorni’s management.
Customer engagement can be increased through content generation. The marketing department
should establish a schedule for posting content to various media platforms such as its social
media accounts and website. The website optimization through SEO can be done through the
information technology department to ensure that traffic is always peak. In terms of advertising,
the firm can rely on its social media accounts to schedule and post content to increase
engagement. High engagement provides a better advertising platform that has mass reach
compared to other advertising techniques that are cost-intensive.
Actions
The content generation aspect entails most of the action. Video content has been
evaluated as an effective means of increasing consumer engagement. The firm can generate
video content that shows how the field employees offer road assistance. The videos can also
provide education on what passengers should do when involved in an accident and how to
provide first aid before the field agents arrive at the accident scene. Educative content is a great
way to generate engagements, and the firm can advertise its services in between cut scenes.
Generating video content can be expensive due to equipment requirements. Hence, Morni should
consider outsourcing the function of video content generation to a media outlet company. Emails
should be scheduled for sending by the marketing team while the search engine optimization is
delegated to the company’s information technology department.
5
Control
The marketing team needs to assess the performance of the strategy and tactics employed
to make the marketing successful. The performance of the video content generated can be done
by evaluating views to know the video content’s reach. Also, customer feedback on the content
should be prioritized to ensure that the content is understandable and offer room for
improvement. Surveys on social media can help the firm assess the success of the marketing
campaign. A set of questions can be developed to ensure the survey covers the essential aspects.
The website optimization’s performance can be assessed through web analytics that generates the
traffic metrics over time.
Marketing Mix
The marketing mix consists of product, price, place, promotion and process variables. In
the case of Morni, the product offered is on-demand road assistance. The assistance is packaged
to include car parts and fuel. The quality of the subsidiary products should be excellent. Morni
should also offer warranties for the products to help increase customer trust. The company
should implement a bundling price strategy in terms of price since it provides car parts, auction
services, fuel and mechanical services. The bundling price will help in pulling more customers as
it is attractive. The firm should also optimize payment by including a wallet in its mobile
application for fast and secure transactions. In terms of promotion, the firm should rely on social
media marketing. The firm should segment the market geographically to understand regions
where to place service and assistance centers (Blokdyk, 2021). In terms of process, optimization
of all business functions within the company should be a priority.
Relationship Marketing
A virtual community provides a forum where consumers can engage themselves as the
company generates relevant information from these engagements. Customer advocacy is among
strategies used in corporate social responsibility (CSR) initiatives (Chandler, 2019). Customer
advocacy can be in the form of sponsoring social justice campaigns. This shows how the
company is dedicated to standing for what its customers believe. Customer advocacy can help a
6
company to increase its customer base as more customers will be attracted to the business
foundation on which the company is based on.
7
References
Camilleri, M. A. (2018). The marketing environment. In Travel marketing, tourism economics
and the airline product (pp. 51-68). Springer, Cham.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Blokdyk, G. (2021). Marketing Mix Modeling A Complete Guide – 2020 Edition. 5STARCooks.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
Chandler, D. (2019). Strategic Corporate Social Responsibility: Sustainable Value Creation (5th
ed.). SAGE Publications, Inc.
Kingsnorth, S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing
(2nd ed.). Kogan Page.
8
E-Marketing
Part 3, around (1000) words:. (Refer to the Textbook Chapters 7, 8, 9 &10) – For legal
reasons, you will not actually create business profiles and launch a campaign on different
platforms. You will merely write the proposed plan and the expected results and
accumulated costs, using real facts from the chosen used platforms. So, do the proper
research and choose wisely..
Create a campaign for your company to launch, starting January 2021 till December, that
will be active for 12 months. Marketing budget: SR 450,000 to spend on digital advertising
media over the next 12 months. The budget also includes up to SR 340,500 for advertising
creative and content development, and for the company to manage the program.
a. What is your campaign message? (about your digital campaign message)
b. What is your digital marketing campaign Schedule: recommend digital marketing
content and the schedule for the content? (Must include timeline for the content
distribution, frequency of posts and ads).
c. What platforms and digital media you will use to deploy your campaign, and for
which purpose? Social media platforms (Facebook, Instagram, Twitter, LinkedIn,
Snapchat) and any other platform that might help achieve your goals, like google,
YouTube, etc. (Must include screenshots of the platforms’ process of creating the
campaign). Also, include a table of the budget allocations for each platform on a
monthly basis. Try to justify your selection.
d. Monitoring and Optimization: describe how you will measure and improve
digital marketing performance during the campaign. What tools you will use to
monitor the campaign’s activity. (Must include screenshots of the monitoring
tools that will keep track of your costs and activity).
1
E-Marketing
1. The paper styles:
•
•
The format of the paper needs to be introduction, main body and conclusion.
Your work needs to be consistent in terms of style, tone and appearance.
•
Font size: 12.
•
Font type: Times New Roman,
•
Page are numbered.
•
1.5 spacing between lines and paragraphs.
•
Left alignment.
2. You must check the spelling and grammar mistakes before submitting the
assignment. You can ask someone to proofread your work or use online tools.
2

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