Task Description (Choose website of “Shangri-La” Hotel)
This is an Individual Assignment. Students are to select any Tourism or Hospitality marketspaces to find an organization or enterprise that is engaging in significantly by interactive marketing activities over the web, conduct an audit of the site. Students are required to present a report on their analysis.
You must have your market and organisation approved by Lecturer by week 4.
In your report on the website, you will:
· Identify the purpose of the site and its web business model
· Decide the target market for the site and any consumer behaviour issues of that target market
· Consider the dynamic forces of the industry in which the organization operates,
· Carefully analyse the site and critically evaluate it using 7Cs of customer interface, Web Qual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the effectiveness of its online branding.
Task Length – 3000 words
Criteria used to grade this task:
1. Identify the purpose of the a website and its web business model using a real-world example
2. Identify the target market for the site and any consumer behaviour issues of that target market
3. Carefully analyse the site and critically evaluate it using digital marketing analysis tools
4. Examine internet marketing strategy of a given business and its relationship with business strategy
5. Profile a company’s current customer base and potential target markets as well as its competitors
6. Compare different elements of a company’s communication mix and justify the extent to which they should be supported or supplanted by digital and direct marketing methods.
7. Examine the influence of the internet on the marketing mix
8. Correctly reference literature review using the APA referencing style
(Not less than SIX references in APA style)
Assessment Task No 2
THT2
1
12 Digital Marketing for Tourism and Hospitality
Tutorials- Tourism/Hospitality Website Audit
Week 5
1
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Assessment Task No 2
Identify the purpose of the site
Digital-Business and Digital-marketing Opportunities
Lower Costs: Reach the right customers at a much lower cost than with traditional marketing methods.
Trackable, Measurable Results: Obtain detailed data about customer responses to marketing campaigns.
Global reach
Access new markets across the globe.
Personalization
Connecting a database to a Web site allows for individually targeted offers.
The more consumers and businesses buy, the better the data and more effective the marketing.
One-to-one Marketing
Gain instant access to individual customers on computers and mobile phones.
More Interesting Campaigns
Use creative multimedia content to engage customers.
Better Conversion Rates (increased purchases)
Online customers are only a few clicks from a purchase, whereas when offline they must make a phone call or visit a store.
Twenty-four-hour Marketing: Allows 24/7 access to the firm’s products and services, even when the office is closed.
Owned, Paid & Earned Media
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Assessment Task No 2
2. Web Business Model
Different Forms of Online Presence
Transactional E-Commerce Site
Services-Orientated Relationship-Building Website
Brand-Building Site
Portal or Media Site
Social Network or Community Site
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Assessment Task No 2
Target Market for the Site
Target Marketing Strategy
Evaluation and selection of appropriate segments and the development of appropriate offers.
3.2 Build Personal Attributes into Personas
3.2.1 Demographic – age, sex, education, occupation and, for B2B, company size, position in buying unit;
3.2.2 Psychographic – goals, tasks, motivation;
3.2.3 Webographics – web experience (months), usage location (home or work), usage platform (dial-up, broadband), usage frequency, favorite sites.
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Assessment Task No 2
Identify Behaviour in Response and Purchase Value
Value = Benefits – Costs
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Assessment Task No 2
Dynamic Forces
Internal Environment
Resource Analysis
Review of the technological, financial and human resources of an organisation and how they are utilised in business processes.
Financial Resources
Technology Infrastructure Resources
Human Resources
Structure
Capability Analysis Level 0
No website or social presence.
Level 1
Company places an entry in a directory website that lists company names and has reviews and photos such as Google My Business
(www.google.com/business, previously known as Google+ Local and Google Places) to make people searching the web aware of the existence of the company or its products.
Level 2
Simple static website created containing basic company contact and product information (sometimes referred to as brochureware).
Level 3
Simple interactive site where users are able to search the site and make queries to retrieve information such as product availability and pricing.
Enquiries submitted by a form and transmitted by email will also be supported.
Level 4
Interactive site supporting transactions with users.
If products can be sold direct then an electronic commerce or online store option for online sales will be available.
Other functions might include user-generated content, social sharing of blog or product pages or an interactive customer-service helpdesk or Livechat.
Level 5
Fully interactive site and marketing automation providing relationship marketing with individual customers and facilitating the full range of marketing functions
relevant for the sector.
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Assessment Task No 2
External Environment
Macro Environment
.
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Assessment Task No 2
5.2.2 Micro Environment
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Assessment Task No 2
SWOT Analysis
Strengths
What advantages does your organization have?
What do you do better than anyone else?
What unique or lowest-cost resources can you draw upon that others can’t?
What do people in your market see as your strengths?
What factors mean that you “get the sale”?
What is your organization’s Unique Selling Proposition
(USP)?
Weaknesses
What could you improve?
What should you avoid?
What are people in your market likely to see as weaknesses?
What factors lose you sales?
Opportunities
What good opportunities can you spot?
What interesting trends are you aware of?
Useful opportunities can come from such things as:
Changes in technology and markets on both a broad and narrow scale.
Changes in government policy related to your field.
Changes in social patterns, population profiles, lifestyle changes, and so on.
Local events.
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Assessment Task No 2
Threats
What obstacles do you face?
What are your competitors doing?
Are quality standards or specifications for your job, products or services changing?
Is changing technology threatening your position?
Do you have bad debt or cash-flow problems?
Could any of your weaknesses seriously threaten your business?
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Assessment Task No 2
6.7C’s of Customer Interface
6.1 7C’s of Customer Interface to 7P’s of Marketing Mix
The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
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Assessment Task No 2
WebQual
WEBQUAL considers 14 dimensions
Information Quality – the concern that information provided is accurate, updated and appropriate.
Functional Fit to Task – the extent to which users believe that the website meets their needs.
Tailored Communications – communications can be tailored to meet the user’s needs.
Trust – secure communication and observance of information privacy.
Response Time – time to get a response after a request or an interaction with a website.
Ease of Understanding – easy to read and understand.
Intuitive Operations – easy to operate and navigate.
Visual Appeal – the aesthetics of the site.
Innovativeness – the creativity and uniqueness of the website.
Emotional Appeal – the emotional affect of using the website and intensity of involvement.
Consistent Image – the website does not create dissonance for the user by an image incompatible with that projected by the firm through other media.
Online Completeness – allowing all or most necessary transactions to be completed online (for example, purchasing over the website).
Relative Advantage – equivalent to or better than other means of interacting with the company.
Customer Service – the response to customer inquiries, comments and feedback when such response requires more than one interaction
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Assessment Task No 2
e-CRM, and the effectiveness of its online branding.
e-CRM Activities
Website and online social presences for customer development
Managing customer profile information and email list quality
E-mail and social networks to up-sell and cross sell
Data mining
Mass customization
Online service quality
Multichannel customer experience
8.2. Benefits of Using e-CRM to Support Customer Engagement
Targeting more cost-effectively.
Mass customisation of the marketing messages (and possibly the product).
Increased depth and breadth of information and improve the nature of relationship.
Deeper customer understanding and more relevant communications can be delivered through a sense and respond approach.
Lower cost.
Delivering loyalty programmes.
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