Digital Marketing Strategies and Analysis (Research Paper Sample)

Digital Marketing Strategies and Analysis
Student name:
Institution Affiliation:
Submission Due Date:
Digital Marketing Strategies
Moon Pig Company is a multi- greeting cards corporation globally situated in Guernsey and London in Europe (Rubin & Amir, 2006). The company mainly specializes in the marketing, manufacturing, and distribution of greeting cards, gifts, and flowers. Nick Jenkins discovered moon Pig Company in 2000. The cooperation role is to manufacture cards and facilitate international distribution to all their clients. The company distributors and suppliers are located in England, the UK, and London. The cooperation is the biggest supplier of gift cards internationally with minimal means to expand its markets.
The company name was from the founder Nickname in Newport school. The company is an internet-based business with its headquarters located in different places in Europe (Kannan, 2017). Furthermore, the company allows its clients to choose from their different designs and edit their text messages. In 2009 the company came to a market giant after experiencing internet traffic selling its products to more than 2.57 million clients. The Moon pig company is currently listed among the best in the London Exchange Market. There is a report analysis of the digital market strategies of Moon Pig Company.
External Analysis
In a global marketing environment, the market comprises the institution, the public, and the external forces that influence the management to act accordingly to maintain the relationship with the right customers (Bunutu & Michael, 2012). The external market tends to offer threats and opportunities to the company; hence, the company needs to adapt to macro and microenvironment transformation. The frequent revisions of the company’s marketing strategies have enabled them to cope with the challenges and opportunities forced by the environment.
Macro Environment
The macro-environment comprises the external forces that influence the business environment (Nguyen et al., 2019). One of the significant challenges faced by the Moon pig company is the macro forces that are out of control in the business environment. These are the elements that consist of the macro market;
Political factor
One of the most significant environmental factors has led several companies to change their ads, brands, and products (Gao et al., 2017). Moon Pig Company uses the internet as the global space, but the search engine and social media popular in one market country may not be the same in several countries. For instance, the use has been prohibited in North Korea, Vietnam, and Iran. As a result of the restriction, the moon pig company market has been reduced to those countries. Furthermore, many countries are banning Twitter, and it might reduce the platform for the company to advertise its gifts and greeting cards. Therefore, any company update using these platforms does not reach the targeted customers in those countries.
Retrieved from; https://www.google.com/url?sa=i&url=https%3A%2F%2Frovitothis201.wordpress.com%2F2014%2F04%2F15%2Fthe-changing-relationship-between-the-individual-and-state-in-complex-social-networks-during-the-arab-spring%2F&psig=AOvVaw3KucAVfgMoLd1Pj5jKT2uP&ust=1613320546072000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCJj9tsul5-4CFQAAAAAdAAAAABAD
Economic factor
The Moon pig company brand currently fits the global economic environment on a demographic level (GAO et al., 2017). For example, the moon pig company brand has positioned itself as more appealing to younger and older demographics. Furthermore, the prices of the company products fit the targeted customer’s income. However, as much as the price appeals to a large population, some customers find it difficult to purchase some of their products since it is expensive compared to local shops.
Cultural Factors
Currently, knowing what is socially and culturally acceptable to a particular group of people has been made easy using the internet (Nguyen et al., 2019). The Moon pig company has used cultural awareness to create more market opportunities for their products. For example, the company offered a limited range of gift cards in previous years ranging from Christmas, birthdays, and weddings. The company currently offers a wide range of products ranging from celebrations like Diwali, Chinese New Year, Halloween, and others.
Technological Factors
These factors are the company’s targeted audience’s technology—for example, desktops, wearables, tablets, smartphones, and laptops (Nguyen et al., 2019). Moon Pig Company has done well to enable the proper display of their web page on different devices. The company has given the customer ability to self-serve using the internet platforms like Twitter and Gmail.
Demographics factors
The demographic environment involves studying people regarding race, location, size, destiny, and occupations (Nguyen et al., 2019). The company has utilized this information to develop its products' different markets and target segments in the global markets. Furthermore, the data from demographics has facilitated the development of the demographical market plan in different countries.
Micro Environment
The microenvironment represents the company’s forces that affect its service delivery to the clients—for example, the company supplier, intermediaries, rivals, the public, and the company itself.
Internal Organizational Environment
It is a significant concern with the chain of command and how the information is supposed to move—furthermore, it is concerned with the department’s role in giving information to each other (GAO et al., 2017). The Moon pig company has a clear communication channel from head offices to junior offices. However, there is a need for a more transparent communication channel from the junior department to the senior department. These have helped in avoiding poor management decisions that might affect the market.
Marketing Channels
The channels involve the intermediaries and channels the company uses to supply its products. Moon pig is an internet-based business, and its marketing channels are major social media platforms. However, some of their primary media platforms' continued ban has dramatically affected their market expansions globally. Social media have several varieties of marketing channels that could reach targeted customers.
Type of the market
The company type of market globally depends on the seasons of the year. They sell their products to the general public, such as New Year cards, and sometimes to specific individuals, such as Chinese New Year. Their services are available to local and international consumers. Currently, the company has created several markets, including religious, social, and cultural markets globally.
Competition
Every company in the global and local market must face competitive challenges from the rival company Moon pig faces competition from these companies; Archies online.com, funkypigeon.com, hallmark, and TouchNote. The rivals have reduced their market size and influenced the pricing on the international market. On the other hand, competition enabled them to develop unique digital marketing strategies that enabled their global and local growth.
Buyer Personas
The company’s target customer is majorly the general population globally. The company products’ grafting messages are of different varieties, such as Chinese patriotic, birthday wishes for individuals, and may more targeted population (Cruz & Karatzas, 2017). The company buyer persona has always helped guide its development to the brand voice on social media platforms. The company has a different persona targeting a different population of customers for specific reasons. For instance, birthday, Halloween, Easter, and Father’s day persona. These are how the Moon pig company has continuously use used the audience persona;
1 Product reframed in customer perceptions helps address customers’ needs instead of the company priorities.
2 Use of more effective social media; the company has continuously used social media platforms to advertise its products to targeted audiences. Each persona has different content for the targeted customers.
3 ROI with buyer persona spring; the buyer persona spring allows the buyer persona to connect to company objectives. These are the loops involved; contents, data, and channels.
Retrieved from; https://pbs.twimg.com/media/Cy_sWScWQAAX1Pu.jpg
For example, these must be considered in a Buyer persona; person name, background and demographics, communication, goals, daily obstacles, shared objectives, and actual quotes.
SWOT Analysis
Internal Environment Analysis
Strengths
Oligopoly sells; the company tends to rely on a pricing promotion strategy to avoid competition from its rivals. Competition such as non-pricing results in stable pricing conditions in the market (Michael & Banutu, 2012). Over the years, the company has always used price reduction pricing strategies to expand its market globally. For instance, the Moon pig gift card is cheaper than other local and big companies in Europe. Reduction in pricing has led to more market opportunities globally (Gurel & Tat, 2017). However, it has also led to the collapse of local industries and unhealthy market competition. For example, the collapse of the local card and flower industries has led to an effective unemployment rate. Moreover, specializ...