Strategic Digital Marketing Plan Report for Worldwide eBikes

1.General Instructions

1.1 Word Count

• 3000 words, excluding Cover Sheet, Table of Contents, References and Appendices (+ a maximum addition of 2 pages of appendices). Word count should not b exceeded (an allowance of +/ - 10% of the stated value is allowed).

1.2 Referencing

• The Harvard (also known as Author/Date) referencing system should be used for all submissions. For guidance on the Harvard System, please see this quick guide: https://www.abdn.ac.uk/library/documents/guides/qgbus003.pdf.

1.3 Presentation and Submission of Assessment

• The report must be submitted in MS Word format.

• Assessments should be typed using a 12-point font size (Arial), with 1½ line spacing and a 4 cm margin on the right-hand side of the page. All pages must be numbered.

• All figures, charts, diagrams and tables should have a number and clear description and note any source reference(s) used in their creation.

• All figures, charts, diagrams, and tables must be labelled and referred to in your text. Your report must be submitted via MyAberdeen by 12:00 pm Sunday, 4 th June 2023

Note: Late submissions will receive a penalty as per the University’s Regulations and Guidelines

IMPORTANT: ALWAYS RETAIN AN ELECTRONIC COPY OF YOUR ASSESSMENT2

2.Individual Assessment Task

Prepare a Strategic Digital Marketing Plan Report forthe Marketing Director of Worldwide eBikes.

2.1 Background

- Worldwide eBikes is a fictional company; however, this challenge is typical of the kind that an established business might face when looking to expand into new markets.

- As an external consultant appointed by the board of Worldwide eBikes, you are asked to present your recommendations regarding their strategic digital marketing plan for launching their products in Australia, as described below.

Consultants Briefing: Prepared by the Marketing Director of Worldwide eBikes

- The Board of Worldwide eBikes is keen to expand into the Australian market. If we  to pursue this opportunity, we hope to sell bikes both in our e-commerce store and through retail partners.

- We haven’t promoted our products in this area of the world before so we would appreciate your insights and guidance.

- I convinced the board that we should spend some budget on research, and I am delighted to have secured some of your time on this.

2.2 The Task

- You should prepare a written report that I can take to the board. In general, Board members have only a basic knowledge of the Internet. We need a much better understanding of digital marketing and the potential of expanding into Australia if we are to be confident about spending money on this.

- I have prepared a list of questions I would like you to address in your report and look forward to hearing from you soon.

a) Digital Market Opportunity:

What do you think of the current opportunities for marketing eBikes (digitally) in Australia? Is it something we should be excited about, and can you show us evidence to support your opinion? We understand that you can use various online tools to look at search trends and keywords and evaluate the current competition, so we’d appreciate your insights from these. We are interested in research you have personally carried out (not research already done by others).3

b) Persona Research:

We need an in-depth understanding of our potential customers. Please describe the kind of research you would undertake to create ‘buyer Personas’ for the Australian e bike market (you do not need to create the actual persona). Also, please explain three practical benefits of having well-researched personas and how these would assist our business launch there.

c) Short-Term Market Impact:

If we decide to pursue this opportunity, we must quickly create awareness and ‘buzz’ around our products. Please provide your in-depth recommendations for two digital marketing tactics we should undertake as our top priorities for effective short-term results, together with your justification of these choices. These might include website development, using various digital marketing channels, and/or digital advertising. The board seeks specific, detailed ideas and examples for each tactic.

d) Fiscal Oversight:

Finally, the board is very concerned with appropriate fiscal oversight. We realise the importance of reviewing analytics reports in determining which of our digital marketing activities are effective and which might need to be modified or even discontinued.

Please list four KPIs that can be tracked using digital analytics tools that would help evaluate your recommended short-term marketing tactics and discuss the insights each could provide.4

2.3 Specifications and Requirements

- You are required to fully explain and justify all recommendations that you make. Include details and examples, and evidence of research undertaken, with illustrations such as screenshots or data as you see fit. Provide definitions for any technical terms that someone unfamiliar with digital marketing might not immediately understand.

FORMAT OF YOUR REPORT

All students must adopt a report format as described below and in the following order:

1. Cover Page of your submission details in the normal style

2. Executive Summary (a summary of your key findings and recommendations)

3. Market Opportunity

4. Persona Research

5. Short-Term Market Impact Tactics

6. Fiscal Oversight

7. Appendices (If you require them)

- Plan your work to ensure you cover each section of your report adequately.

- Consider introducing charts, images etc., if you believe they would benefit your client’s understanding of your report.

- Finally, please ensure that your work is written in your own words. A written work cannot be a simple ‘cut and paste’ of material found on the web or in journals or books.

Moreover, you must accurately acknowledge the contributions of others (i.e., your work must properly reference quotes, ideas etc.; see 1.2)