Happy Cow Digital Marketing Layout: Crafting an Effective Plan - Essay Sample

Introduction

Happy cow operates as a manufacturing company that focuses on producing dairy products. The portfolio of the company is based on ferment milk and cheese products. The report will focus on developing a digital marketing layout for Happy Cow. The plan will be able to put into consideration the various aspects touching on digital marketing and how these aspects will enhance the development of the company. The element of digital marketing has made it easier to understand the behaviors of the consumer and thus has been vital when it comes to marketing based on the fact that consumers have been able to embrace online fully and the use of the internet tools for purposes of socializing.

The consumption behavior of the consumers has continued being influenced by the existence of information and knowledge touching on a given brand. Brand awareness is associated with loyalty and the aspect of brand perception. These aspects have been related to the development of an outstanding brand image. The report will be divided into various sections that will be able to highlight the digital issue of the company in a manner that is well synchronized and coordinated (Hudson, 2018). Firstly, the report will focus on situation analysis, and this will include the existing environment of the company and how it has influenced how the company conducts itself daily.

The third chapter will focus on the analysis of the SMART objectives presented by the company and how these objectives can be achieved amicably. The fifth chapter will focus on profiling the aspects of the target market segment. This will help in evaluating the characteristics of the consumers. The sixth chapter will focus on analyzing the element of creativity and innovation and how these aspects can propel the company towards success (Bolton, Chapman, & Mills, 2019). The last two chapters will focus on highlighting effective digital marketing plans that will be efficient and effective in the company.

Situation Analysis

The section of the situation analysis will focus on review the market segment, and this will be pivotal towards understanding the needs of the consumers and how they can be met. Therefore, through situation analysis, it will be easy to understand the market viability of the products presented by Happy Cow.

PESTEL Analysis

The PESTEL analysis of the company is focused on trying to understand the macro and external environment of the company to develop an in-depth understanding of whether the environment is sustainable and suitable for the full exploitation of the company. PESTEL analysis will help in the development of valuable insight into how the company can understand the competitive landscape.

Political aspect: Hong Kong has continued to enjoy a period of political sustainability that supports the established new businesses and also supports the element of entrepreneurship. Additionally, the policies developed by the government are favorable and support the development of new companies. Moreover, the political climate in Hong Kong is attractive, meaning that foreign investors are able to invest, thus supporting the local companies existing in the region.

Economic Factor: The current economic situation in Hong Kong favors the expansion of the new and existing business. Most of the people in Hong Kong have surplus income that can be used for luxury. Moreover, the region has low tax rates, and this means that businesses are in the best position of evolving and making profits. Additionally, Hong Kong is home to international businesses, and this means that the company is in an area of meeting the needs of clients from different parts of the world.

Social Factor: Hong Kong enjoys a population of more than seven million people. The populace in the region can, therefore, serve as potential consumers of Happy Cow products. Additionally, the vast population provides an excellent opportunity for product diversification, meaning that the company can be able to develop new products to meet the needs of the large community of this particular region.

Technological factor: Being an economic hub, Hong Kong has been able to adapt to new technologies, this means that the company can be able to integrate its services to ensure efficient and effective service delivery to the consumers. The fact that most of the consumers are technologically oriented means that the integration of technology will help in expanding the market segment of the company.

Environmental Factor: With the current issues of global environmental concerns, the company is in a position of adapting aspects that will help in the preservation of the environment. Putting into consideration such elements will place the company in a better position of developing its brand without affecting the surrounding negatively.

Hereditary factor: In Hong Kong, businesses are needed to follow several preocuderws aimed at protecting the workers. As a developing company, a happy cow can be able to meet the legal requirements to function amicably.

Competitor Analysis

When it comes to the aspect of competition, it can be grouped into indirect and direct competitors. In this case, it will include all the companies that may offer a dessert that contains milk, cholesterol, gluten, soy, and egg. It is evident that companies with this kind of dessert exist and thus presenting a competitive edge to Happy Cow. On the other hand, the company may also suffer from direct competition, which includes the various brands that offer the same kind of services as the company. It is evident that most of the companies that provide Happy Cow competition get support from a mother company.

SWOT Analysis

The strengths of the company are bound by its ability to be able to boost businesses. The factor of cost can be seen as a significant aspect that leads to the development of the strengths of this company. In this case, decreased costs are, therefore, a considerable strength for the company. Secondly, the company has been able to attain flexibility and scalability. Consequently, the company helps its clients to use resources for purposes of innovation. Scalability and flexibility provide possibilities for the price reduction. The reduction of infrastructural costs can be seen as a strength for the company. The use of cloud computing has been faced by several weaknesses that include trust issues.

For this reason, there has been the development of trust issues from the clients that cannot be eliminated at the moment. Currently, the company is facing queries on data lock-in. The company also has several opportunities that include the fact that it can compete effectively with existing business models. The aspect of cloud computing allows the company to come up with new solutions for businesses. The fact that cloud computing is being accepted in enterprises means that this is an opportunity for this company to excel and become successful. One major threat to the company is that cloud computing has been experiencing competition. The factor means that the company faces a lot of competition from other companies. The legal situations surrounding cloud computing make it almost impossible to enforce regulations and standards. For this matter, the company may find it hard to follow the legal aspects of cloud computing.

A SWOT analysis can be defined as a simple tool that can be used in developing business strategies; it helps in understanding the strengths and weaknesses of an organization. Putting to consider the aspect of SWOT analysis, the strengths and weaknesses stand out as the internal factors. At the same time, the opportunities and threats are the external factors that affect a company.

Strengths

The strengths of the company are based on the choice of products. The company has been able to promote its products through the use of social media platforms. Social media platforms have enabled the company to transform the vision and mission statement to a testimony. The company has been able to change the public view on fast foods. The company has been able to present an activity social media presence, especially on Instagram, where they have been able to post relevant pictures that reflect the ability of the company. Additionally, the stores of the company are located in accessible locations that are continent and attractive to all types of clients.

Weakness

The major fault of the company falls on the fact that the prices are elevated when compared to the leading competitors. The pricing strategy has failed to attract people from all walks of lie. This means that a large portion of the consumer market has been lost to the competitors. Another major weakness is based on the fact that the external marketing strategy is inexistent. Despite the strong presence on Instagram, the company has failed to maintain a standing outside the social media platforms. Customer relationship management has also faced criticism and stands out as an area that needs to be corrected. Developing contact between the customers and the staff will help in the development of a valuable relationship between the customers and the company.

Opportunities

On the aspect of an investment, the company has been able to look into new methods that can be used in the provision of round table services. The company should be able to utilize modern-day technology such as the use of a screen system or beepers to ensure that the consumers are in a position of knowing when their orders are ready. Additionally, the company should focus on becoming ambassadors of sustainability. This means that the company should focus on becoming a fast food reference for the future.

Threats

With the aspect of modernity, the consumers are always searching for brands that are effective and efficient when it comes to the production of dishes. The current presentation of Happy Cow will ultimately become a significant aspect of differentiation from the existing direct competitors. This will make the company irrelevant.

Objectives

The research will focus on the utilization of smart objectives to meet the set goals and objects by:

Increasing Market Share

The organization will have to remain focused on ensuring that it increases its market share, reaching a sufficient level. The happy cow needs to expand on its current market share to compete with the existing competitors effectively.

Full Utilization of Social Media Platforms

The use of social media for purposes of business optimization has been underutilized. However, the use of social media remains a robust strategy when it comes to the generation of website traffic and the production of new leads. The use of social media will ensure that the company can maintain a consistent brand voice.

Building Brand Awareness

Additionally, the company will have to focus on the aspect of brand awareness, especially when launching new products. Brand awareness will ensure that the company can make decisions that are consumer-driven and thus can significantly help in competitive differentiation. Brand awareness will also help the company increase its sales and market share.

Target Audience

Through the utilization of demographics, it is clear that the company has been facing competition from emerging veggie stores. However, the game has been on the decline due to the novel covid-19. This means that most of the veggie stores are not in a position to meet the needs of their consumers. However, the utilization of social media platforms has enabled the company to continue meeting the needs of the clients. However, the company has been able to meet new target markets (Helms & Nixon, 2010). Happy cow focuses on targeting consumer's children, teenagers, adults, and the elderly.

Therefore, the target market of the company is all-round. The market segmentation of the company has been...