The company/client we chose to audit is called Ubatuba Acai
i need to do the Business intro/overview & SWOT done for me dont worry about the other parts my group mate are doing that
– Business Intro/Overview (25 points) *******
– Competitive Climate (30 Points)
– Marketing & Operations (30 points)
– Results/Analysis of Surveys (35 points)
– SWOT (30 points) ******
– Conclusion/Recommendation (40 points)
– Requirements (10 points)
Presentation posted in announcement.
This is a group project and it is intended to be a practical application of course content. The team will conduct an Internet marketing audit of a business located in the Southern California area. Client selection is subject to approval by the professor.
Criteria for selecting a client:
- Business in Southern California, and consist of goods or services
- Business has a website, and social media presence
- One physical location, if multiple choose one
- Commercial environment. Cannot be a home-based business. Large business preferred (over 100 employees) but does not have to be a publically traded company.
- There must be at least one identifiable competitor
- If more than one distinct line of business exists, focus on one
- History of Internet marketing strategies for the business
- Prospective client must agree to allow your team to investigate the business as practicing Internet marketing consultants. This includes interviewing management and employees, observing marketing and operations, taking photographs if necessary, and surveying customers
- Two teams cannot have the same client â€“ suggest that all team leaders to meet and share your ideas plans to avoid conflicts.
- Clients within the following categories are likely to be approved:
- Retail stores (Consumer products)
- Food chains â€“ restaurants, groceries, packagers
- Service (Banks, Gyms, Hotels, Automotive…)
You will act as Internet marketing consultants and conduct a comprehensive evaluation of your clients Internet marketing strategies. Throughout the project, identify what recommendations you can provide the client to improve operations and marketing strategies
to make the business more competitive. Validate your recommendations with well thought out steps for achieving these process improvements. This is the centerpiece of your project.
Begin by interviewing the marketing manager or director. If one does not exist, interview the
owner or business principle. You may have to have several conversations with the client throughout your project.
Guidelines on Website:
- What is the website address for the store? Is it easy to remember? Where is it hosted? What hosting plan is used? I.e., Shared Hosting, Virtual Private Server (VPS), Dedicated Hosting.
- How high up on Google is it listed?
- Is SEO managed, and if so how?
- How is the website maintained and updated? How often and by who? Outsourced, inhouse?
- How long do updates take to complete? Could this be improved, and if so how?
- Whatâ€™s the layout of the site? Is it static, or dynamic?
- Can visitors opt-in to receive updates from the company via the website?
- How are emails captured on the site?
- Is there content that is hard to find that shouldnâ€™t be, and if so what is it? What do you notice most when you first visit the site? Is it what youâ€™re supposed to notice most?
- What is the site supposed to do? Is that easy to figure out? How was the site built? Was a content management system used and if so which one? i.e., WordPress, Drupal, Joomla!, etc. Is the website easy to navigate? Is it intuitive? Could someone whoâ€™s visually impaired or new to computers navigate through the site easily?
- How many clicks are required to go from landing page to checkout (assuming a checkout exists)? Could this be minimized, and if so how? Are ads displayed on the site? What kinds? Are they relevant? Do they inspire click through interaction?
- Are analytics tracked, and if so how? How are they utilized?
- How is user experience tracked? Do focus groups exist?
- Whatâ€™s the main source of traffic? â€“ May be multiple sources. Whatâ€™s the average number of hits on the site per day/week/month? Whatâ€™s the ratio of hits to conversions? Is there auto translation for international visitors? Is there a place for visitors to share feedback and if so, how? If not, what can users do to share feedback? Does the website have a blog, and/or forum? Are analytics tracked on these platforms? How frequently is the platform updated, and by who? Whatâ€™s the nature of the blog, and/or forum? I.e., support, knowledge sharing, useful information, etc.
- Whatâ€™s being done to minimize the bounce rate?
- Can customers interact with each other on the site and if so, how?
- Can customers leave reviews? If so, how are negative reviews handled?
- Does the website invite or stimulate an interest for repeat visits, and if so how?
- Is the website mobile compatible or responsive?
- Do they implement affiliate marketing strategies, and if so how? Which affiliate programs are used? Whatâ€™s worked, what hasnâ€™t?
- Are the products listed on the site the same as those found in the store? If not, what are the differences, and why?
- Whatâ€™s the percentage of revenue generated by the website compared to the physical store?
- Does a phone app exist, and if so how is it used?
- How are leads generated, managed, and scored?
- Are social media icons placed on the site, and if so where and how prominently?
Guidelines on Social Media:
- Is social media incorporated into your marketing strategies? If so, how?
- What profiles exist, and what is their composition? I.e., # of Joins (LinkedIn), Likes (Facebook), Followers (Twitter), +â€™s (Google+), etc.
- Are the profiles well branded? Are they branded consistently?
- What are the personalities of each profile?
- What kind of content is shared on each profile I.e., Photos, Text, Graphics, Videos, etc.? Same? Different? Why?
- Who is the audience?
- How is audience engagement measured?
- What are the goals – short and long-term?
- How are profiles maintained, frequency updated, and by who?
- What strategies have been or are being utilized? Future plans?
- Whatâ€™s worked, what hasnâ€™t?
- Do you track competing profiles, and if so does it influence how you interact on social media, and how?
- How do you interact with customers?
- How do you handle negative feedback, comments, and reviews?
- Do you run promotions, and if so what are they, and how frequent are they implemented?
- Do you track analytics, and if so how? Is software used, and if so, what is it?
- How do you attract new traffic?
- How do you retain existing traffic?
- Do you have separate marketing strategies for current and prospective customers, and if so what are they?
- Are videos being used in any way? How are they created, and shared? Whatâ€™s the nature of the videos? I.e., Promotions, Customer Spotlights, Informational, etc. How are they marketed, and are they easy to find?
- Do you acknowledge customer ideas and feedback on products and services, and if so, do you spotlight specific customers in any way?
- How is brand/customer loyalty managed and measured, and what is being done to stimulate it if it doesnâ€™t exist? I.e., is the client implementing any strategies to attract brand ambassadors (customers who are ultra-dedicated to the product or service)?
- Has the client monetized their social media strategies, and if so in what way(s)? What has been the result? Have they been favorable, and if not what strategies are in place to change that?
- Does a budget exist?
- Is the brand identity (how the brand would like to be perceived) aligned with the brand image (how the customer perceives the brand)? If not, what is being done to better align them?
- Ask the client to define their brand identity.
Guidelines on Surveys
After interviewing management, evaluating their website and social media strategies, you are ready to prepare a survey for the customers. The survey will be customized to your client, but will likely include the following:
- The demographics of the respondent – gender and age. Some people may decline to provide more information than this.
- How did you become aware of the business?
- How long have you been a customer of the business?
- Do you visit the website, and if so how often and why?
- When you visit the site, is it just to browse or are you there for a specific reason?
- How do you prefer to shop with the client? Online or in-store?
- Do you interact on the social media pages, and if so which ones, how often, and why?
- Is there a particular product or service that you really like?
- Why do you purchase from this business instead of a competitor that sells similar items?
- How does the client website compare to that of the competition?
- Have you ever recommended your online shopping experience to anyone else?
- Is there something that you donâ€™t like about your online experience with the client? This could have to do with the website, social media, or anything interactive.
- Do you have any recommendations for new products or services to improve your interaction with the client?
You will need to procure permission from your client to survey their customers. Your client may have specific questions they would like you to pose to customers. Please incorporate these into your survey where necessary.
The teams should personally administer the survey to customers. This includes verbally presenting the questions to customers and recording their answers on the survey for them. The reason being is that itâ€™s easier for the customer. An added benefit is that because talking is easier to do, they may give you more detailed responses. Be diligent and accurate when recoding answers. In order to generalize your findings, you will need to obtain at least 20 completed surveys from current or former customers of the business. Your sample of 20 should be representative of the clientele of the business. For example, if the clientele is roughly split between the genders and between the ages of 25 and 65, the customers you sample should reflect these characteristics. After analyzing the results, you will include the completed surveys in the appendix section of your project.
Your report should be made up of the following sections:
BUSINESS INTRODUCTION â€“ Name; Location; Years in business; whether the business is franchised, independent, or company owned; Mission statement if one exists; Number of employees; Number of marketing employees and how theyâ€™re trained; Number of supervisory/managerial personnel; Products, brands, and/or services sold; How the business promotes itself both online and offline.
COMPETITIVE CLIMATE â€“ Who are the competitors, where are they located, and what brands do they sell? What is the positioning of the client compared to the competition (intended positioning as well as how the customers see it I.e., Brand Identity vs Brand Image)? In what ways is the client superior to the competition I.e., web presence, audience attraction, brands carried, pricing, customer service, etc.? How did customers become aware of the client business?
MARKETING & OPERATIONS â€“ Report all observations resulting from the points identified in your Marketing & Operations section. This will make up the bulk of your written report.
RESULTS OF SURVEY â€“ Report significant findings from your survey of 30 customers. Did men, women, or different age groups respond differently? Identify any noticeable trends resulting from your data.
SWOT ANALYSIS â€“ Present a formal SWOT analysis of the business.
CONCLUSIONS AND RECOMMENDATIONS â€“ This is the cornerstone of your analysis. Your value as Internet marketing consultants to your client is dependent on how insightful you are in this section. Essentially, your client wants to learn how to run their business more efficiently and effectively. Provide thoughtful advice on how to: increase revenue, attract new customers, retain existing customers, better motivate employees, optimize marketing and operations, and increase brand equity while at the same time maintaining low operating costs.
APPENDIX â€“ This is where youâ€™ll archive photographs of your clientâ€™s store, screenshots of
web pages, promotional samples, completed surveys, and all other relevant supplements.
RELATING BACK TO COURSE CONTENT â€“ As you craft your report, link your observations back to what weâ€™ve discussed in class. This is especially important in the marketing & operations section.
FORMAT â€“ Typed; Single-sided; Double-spaced; Times New Roman 12 font; Grammar and spelling count; Reference all cites appropriately in a Works Cited page at the end of your report.