read the attachment, base on the persona and SWOT make new suggestion

Introduction

1)Rationale for the inclusion of a digital tool (s) in the new strategy. One tool/concept/idea per persona (at least one external resource; use APA format).

Conclusion

read the attachment, base on the persona and SWOT make new suggestion  (only do the yellow highlight part)

SWOT Analysis

(Needs Revision for final SWOT)

Strengths: · AMARA is focused on being a luxury brand that supports sustainability efforts, while catering to the minimalistic consumer · All AMARA products are either reversible, convertible or mix and match so that they can offer a versatile look while still being very functional in a variety of ways · Ability to sell products online · Very limited competition in the Tulum area · The brand understands the importance of technology and design for their products · It has a good financial strength hence can attain sustainability. · It has a diverse product line hence able to meet the ever-expanding demand especially in North America.

Weaknesses: · AMARA is lacking key advertising strategies across all platforms · Competitors can offer similar products (minimalistic, sustainable or reversible items) quickly · AMARA’s cost per unit is high, reflecting the price · Amara focuses on the utilization of renewable sources of energy such as solar which are limited. · Its products are made of similar materials which limits creativity in the design of the products. · It has not been able to dominate the low-end markets which have a greater population when compared to the others. · The products are relatively higher priced when compared to those provided by other players in the industry.

Opportunities: · Advertise products more frequently (and more consistently) on social media platforms as their following is continuing to grow · Limited flexibility on product pricing as the company is based in Tulum, wants to stay a luxury brand and support sustainability · Ability to eventually open storefront so the business can venture out from online-only sales · There is an increasing need for exercise where consumers are looking for wears such as swimwear due to trends such as the need to keep off weight gains. · The increasing demand means the growth of the organization.

Threats: · Changes in regulation and international taxes can impact the business · AMARA is competing with already existing mature markets · There are new entrants who are also focusing on the creation of products through socially responsible processes hence can attract Amara’s customers. · The demand for renewable sources of energy is increasing meaning in the near future, the company will be forced to compete for the limited resources with other players which might impact productivity and overall performance.

1. To apply the concepts presented in class to the current digital marketing strategy by doing the following: Due on April 23rd

Introduction and conclusion (Wendy)

a. Identify “holes/gaps” in the current digital strategy specific to the each of the persona. Use at least one external sources per persona to justify the gap. (Jae)

· WHAT IS COMPANY LACKING??? (include in part A)

b. Use the information presented in class to create a Digital Strategy and include the following:

· Suggest a new tool for each of the persona. Please include following:

ü Rationale for the inclusion of a digital tool (s) in the new strategy. One tool/concept/idea per persona (at least one external resource; use APA format). (Wendy)

ü Mock-up of the tool – create one per tool – please see handout for ideas. (Lauren)

ü Implementation plan – include the following :

If someone knows nothing about the company…

Normal timeframe

ü Timeline – how much time will it take from start to finish (Lauren)

Create a mobile app?

6 months-1 year (starting point)

ü Financial information: Provide detailed dollar amount. The numbers have to be created in an excel sheet. Make sure to upload the excel sheet. Use headings and subheadings as needed. The following is an example ONLY. All the financial data has to be supported by external sources, use APA format.(Bria)

ü Metrics – two per tool – very important, include the rationale for selecting the metric(Bria) smm and seo

b. Create a revised SWOT analysis based on the proposed strategy. (Jae)

With new mockups, what has changed in swot? Has a weakness become a strength, etc?

Add, delete, move things around if neccessary

c. Page length 10-12 pages including mock-ups, and reference. APA format, a minimum of six external resources, only one quote allowed in the assignment, in-text citation. Remember the plagiarism requirement

PowerPoint – To get full credit include the following

· Group Name and name of the brand. · Business Proposition · Target Market · Personas – 2 (2 slides ONLY – 1 per persona) · SWOT Analysis – Current · Gaps in the current strategy · Tool 1 – Mockup · Implementation plan tool 1 – 2 slides maximum · Tool 2 – Mockup · Implementation plan tool 2 – 2 slides maximum · Revised SWOT Analysis · Due to time constraints only some of the teams will be picked for actually presenting in class. Formal attire is required for the presentation and students are encouraged to stick with the allocated time. · Save PowerPoint in this format: Group1_Stella McCartney · I will be selecting the teams that will present in class. Selection will be based on: · Quality of the paper and APA formatting · Quality of visuals · Inclusion of rationale whenever requested as well as financial data · Inclusion of visuals for persona as well as mock-ups both in paper and PowerPoint. · The top three teams will receive 10 extra credit points.

Introduction

With regard to persona 1, the profile says that the persona does yoga and wants to stand out through her clothes and style. This indicates a gap when it comes to the delivery of unique wears for yoga that meets the desires and interests of the persona. There are consumers who prefer unique wears as that is their way of expressing their personalities

With regard to persona 2, it can be seen that there is a gap when it comes to minimalist clothing and does not mind spending on finer things as well as clothing. Consumers are normally willing to spend on apparel that meets their preferred tastes Amara has a line of minimalist apparel which is not able to efficiently reach out for the consumers due to challenges that come with distribution logistics.

Holes/Gaps

Thus far AMARA Tulum has been able to strategize digitally but not efficiently to meet the needs of both personas adequately. There is definitely room for improvement. Both personas have an upscale income so strategically the prices are affordable. One pitfall in their digital strategy is the ability to use digital marketing to advertise a local store. This alone could increase sales drastically. Persona 1 is characterized as being and avid social media user. Social media is one of the biggest platforms a company could use to engage and pull new customers. There is inconsistency across the board when it comes to Facebook, Instagram, and others. Post are not updated regularly and pictures tend not to be as appealing. Interaction with the public is dampened due to their lack of involvement with social media platforms.

Securing a efficient experience when a consumer searches the internet for AMARA Tulum is a digital strategy that needs improvement. This strategy can optimize the entire experience by making sure the sites are user friendly and in both modalities of desktop and mobile. Persona 1 likes to stand-out in her style of clothing. Persona 1 enjoys yoga, loves to travel, and go to the beach. AMARA Tulum only offers swimwear, that by itself limits the brand to one type of clothing. Expanding the brand to encompass clothes will help increase and expand their consumers. Minimalistic and eco-friendly brands are on an uprise . Strategically the brand could benefit for this expansion. Both personas are environmentally conscious, AMARA Tulum can use the digital scene to raise awareness on the subject matter.

Rationale

For persona one, the company needs rebundle and customize in a bid to meet the needs of the persona. As noted, the persona is looking for products that are unique in style with which she will express herself confidently. The company needs to leverage its technological tools to create new products that are in line with the needs of the consumers. It is imperative that every business realizes the expectations of the consumers so as to drive a high customer satisfaction level.

For persona two, the digital strategy should mainly be about creating a more established digital distribution channel where the consumers can learn about the product and services in a much effective manner. It should also be easier for consumers to access the needed products and services. The company has not established a competent online presence which is bringing about challenges in consumers’ access to needed products and services. Additionally, this should be coupled with a robust distribution channel that will enable it to deliver products to consumers rapidly. The above is the digital strategies that should be undertaken by the organization. They will help in leveraging the opportunities and gaps outlined above.

Mock-Ups

Tool 1

Tool 2

Financial Information

The estimated cost of our program revamping is about $80,000 per year. This number may seem a bit daunting to a small business but the practices that will be put into place will actually pay of in the end. The company customizing their items is more of a design function which will not be included in this budget because it is completely up to the company’s creator on what is customized and in what ways.

The bigger issues are their ability to reach customers via social media and search engines. With that being said, the cost of hiring a Social Media Specialist costs around $545 per month ($6,540) (Koons, 2019). Hiring a Search Engine Optimization Specialist is about twice as expensive but is crucial for their success, they would cost around $1,000 per month ($12,000 per year) (How Much Does SEO Cost?).

After they hire these two sets of people AMARA will have to work with them to develop and maintain their campaigns. It’s estimated that creating a campaign schedule may cost around $5,000 per month ($60,000 per year) which of course depends on how long and extensive the campaign is. This number is inclusive of the influencer targeting, blogging, graphics needed, campaign creation, account management, influencer targeting and customer outreach (How Much Does SEO Cost?).

Lastly, AMARA must decide what metrics to follow in order to track their growth. For this, there are many analytics programs they can use such as Google Analytics which is free and even something like GoSquared which costs around $99 per month ($1,188 per year) (Plans and Pricing). It is important that the analytics program is detailed so that the company will understand how the customers are engaging with their content. All of these total to $6,644 per month and $79,728 per year.

Metrics

Timeline

In order for AMARA to successfully carry out the selected tools, time, feedback and creativity are needed on a larger scale than ever before. For the first persona, creating customizable products that address consumer needs is the prioriority as the company needs to take advantage of their technological tools to gather data. This process could take 1-2 years as the company would have to find the most effective way to reach its existing customers (i.e. social media) to identify their wants and needs, while also reaching a new market of consumers to see what they would like to see in AMARA’s future and what specific aspects would make them become a customer. Next, AMARA would have to take the feedback they receive and create a new line of featured products (even if it is a small amount) to prove that they are willing to listen and adapt to their consumers. This timeline includes research, production of new and improved products.

For the second persona, AMARA will need to re-launch their website and improve their social media presence and content. Relaunching their e-commerce site will take about 6 months-1 year and includes creating more original and diverse content as a lot of the exact same images are displayed across all platforms, making the company lack digitally. There is an opportunity because AMARA is not advanced in technological and digital platforms and could potentially create/improve their social media platforms in order to reach a new market of consumers. Posting more frequently and improving the content that gets posted is important in growing their brand. By doing this, the company’s online presence and digital channel will improve tremendously, boosting sales. With this new change, AMARA is hoping to educate consumers more about the products they sell and the services the company offers to support sustainability, but in a more effective way than before so their consumers know why AMARA is unique compared to other swimsuit brands. Since the company is not reliable or updated frequently, their social media presence overall is lacking and leaves the consumer unsure or unaware of important aspects, creating more obstacles for the company. If AMARA were to increase their budget they would be able to afford paid google searches so that their brand name is more relevant and frequent. When improving their e-commerce site, it is important to make it understandable and user-friendly to all consumers, new or existing so that their experiences are the same across the board. With this allotted time, AMARA needs an efficient distribution channel in which can deliver products to consumers quickly so they stand a chance against larger online retailers.

Revised SWOT

Strengths: · AMARA is a sustainable luxury brand · All AMARA products are versatile · Ability to sell products online · The brand utilizes technology to promote their brand .

Weaknesses: · AMARA is not utilizing the digital market to its full ability. · AMARA’s cost per unit is high, reflecting the price · Amara focuses on the utilization of renewable sources of energy such as solar which are limited. · Its products are made of similar materials which limits creativity in the design of the products. · It has not been able to dominate the low-end markets which have a greater population when compared to the others. ·

Opportunities: · Advertise products more frequently (and more consistently) on social media platforms as their following is continuing to grow · Creation of new products to enhance their brand · Creation of a mobile app · Opening of a storefront will diminish online sales only and create the opportunity to gain new consumers. · ·

Threats: · Changes in regulation and international taxes can impact the business · AMARA is competing with already existing mature markets · There are new entrants who are also focusing on the creation of products through socially responsible processes hence can attract Amara’s customers. · The demand for renewable sources of energy is increasing meaning in the near future, the company will be forced to compete for the limited resources with other players which might impact productivity and overall performance.

Conclusion

It is the duty of a business organization to ensure that all potential market gaps and opportunities are being realized. Though Amara is competing in markets with established players, it can put in place measures for exploiting opportunities as a means of expanding its market share as well as customer base. Consumers who need unique and stand out products should have their expectations met through rebundling and customization. Those who need their minimalist wear should see the company focus on digital distribution channel in a bid to ensure they can access the products and services effectively.

References

AMARA Tulum. (n.d.). Ethical & Sustainable Swimwear | Recycled Italian Fabric. Retrieved March 21, 2019, from https://www.amaratulum.co/

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Hassan, S. S., & Craft, S. (2012). Examining world market segmentation and brand positioning strategies. Examining world market segmentation and brand positioning strategies 29(5), 344-356.

J. (2018, April 18). The Business Owner’s Guide to Launching on Social Media. Retrieved April 20, 2019, from https://www.disruptiveadvertising.com/social-media/launching-on-social-media/

Kotler, P., & Armstrong, G. (2013). Principles of Marketing (15th ed.). New York, NY: Prentice Hall.

Lennon, S. (2007). Online Visual Merchandising of Apparel Websites. Journal of Fashion marketing and Management 11(1), 453-459.

How Much Does SEO Cost? (n.d.). Retrieved April 14, 2019, from https://www.rankpay.com/seo-cost/

Koons, K. (2019, April 03). How Much Does It Cost to Hire a Social Media Manager? Retrieved April 14, 2019, from https://www.upwork.com/hiring/marketing/cost-to-hire-social-media-manager/

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