Waltrose: Digital marketing

Waltrose Name Institution Due Date Waltrose Executive Summary This paper seeks to understand engagement theory in the digital age. The company of focus is Waltrose and this report will seek to understand how the company uses its social media platform to engage its clients while trying to maximally benefit from them. In the end, recommendations on how Waltrose can improve its social media activities will be provided. Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc3073662 \h 2Introduction PAGEREF _Toc3073663 \h 3Background Information: Waitrose PAGEREF _Toc3073664 \h 3Literature Review PAGEREF _Toc3073665 \h 4Application PAGEREF _Toc3073666 \h 7Twitter PAGEREF _Toc3073667 \h 7Facebook PAGEREF _Toc3073668 \h 9Conclusion: Recommendations PAGEREF _Toc3073669 \h 10References PAGEREF _Toc3073670 \h 11 Introduction The world is changing and with each passing day, week, month, and year, new ideas and inventions are announced. The world has become quite complex and those who thrive in it today are people who have mastered the workings around them. These people are not afraid to try new things and will do all that is within their power to make sure they survive and adapt to the changing times and conditions. Businesses and companies also forced to do the same from time to time. A good example is when the social media platforms came into existent. These platforms came with a frenzy and buzz that drove thousands if not millions of people towards them. People all over the world warmed up to the idea of communicating with friends who are thousands of miles away from them. This created a global community one that could be reached quite easily. A message today can go viral, and the whole world will know what happened in a country like Saudi Arabia. Businesses have also learned the craft of using these platforms to propel their sales further. Companies have adopted strategies which help them reach their clients much faster. While some appear to have mastered and completely internalized the workings of these platforms, others struggle. Background Information: Waitrose In the Supermarket industry, there is one company by the name of Waitrose. As per the company’s website, this company was conceived in 1904 when “Wallace Wyndham Waite, Arthur Rose, and David Taylor opened their shop in Acton.” These three individuals worked to ensure their business became a success. The company’s website notes that these three individuals “managed to create a successful business selling a wide range of grocery products.” To make the business stand out, the three individuals decided to adopt high standards in their business and also consider fair pricing which helped the business grow. However, not all partnerships work or are successful because it did not take long before Taylor left the business and left Rose and Waite. These two decided to soldier on and come up with Waitrose Limited in 1908. The company has had better days, but as indicated by Pooley (2018), the supermarket’s profits continue to fall which is as a result of the challenges being experienced by a majority of the British retailers. The success and survival of Waitrose cannot be said to be as it is today without the company’s online presence. As the markets ch...