Order now
     

DEFINE the likely target customer segment(s) for each scenario based on the scenario content. Be sure to provide sufficient definition (using demographic, psychographic, behavioral info) to help you conduct your web marketing activities.

In this assignment, you will be presented with two business scenarios. Each scenario describes a situation where a business wants to use web marketing to achieve a specific marketing objective. Your assignment is to (1) deduce the desired marketing objective for each scenario, and (2) develop a web marketing campaign for each scenario using the “Marketing Objective-to-Web Marketing Strategy Matrix” from Week 7: Connecting The Dots. For this assignment you must use the two scenarios provided below. I will consider other business concept scenarios if you email them to me before Thursday, March 1, at 5:00 pm for approval.

SCENARIO 1: You are a successful restauranteur from Southern California, where you own and operate Forbidden Heaven, an upscale Chinese restaurant in Beverly Hills specializing in the unique cuisine of the Yunnan province in China (https://en.wikipedia.org/wiki/Yunnan_cuisine)., which uses a variety of ingredients and spices that are not found in the traditional Chinese cuisines normally found in the US, such as Mandarin, Szechuan, or Cantonese.

You have just opened Forbidden Heaven in San Francisco, hoping for success similar to that which you have enjoyed in Los Angeles for the past few years. Unfortunately, San Franciscans have not taken to your restaurant, and more specifically your cuisine, as much as you would like. It seems that the average person in San Francisco doesn’t know enough about Yunnanese cuisine to like or dislike it.

You would like to establish a web marketing campaign to help you overcome your current business obstacle and get people to try your food. You are confident that once they try your outstanding world class dishes, they will be hooked!

SCENARIO 2: You own and operate Mana, a yoga lifestyle store in Monterey, CA, selling clothing and yoga gear to socially conscious yoga enthusiasts and others who are interested in stylish, comfortable clothing with a commitment to the Earth and fair trade.

Recently, a number of customers coming into the store have suggested that expand your selling footprint, because they know that your products would be a hit all over the US. You have a basic website presence with a simple selling engine, but its nowhere near something like Amazon.com.

You would like to build a web marketing campaign to gain access to customers outside Monterey, and of course get more sales!

INSTRUCTIONS:

READ the two scenarios above. Be sure you understand the situation being described.

IDENTIFY the driving marketing objective(s) in each scenario.

DEFINE the likely target customer segment(s) for each scenario based on the scenario content. Be sure to provide sufficient definition (using demographic, psychographic, behavioral info) to help you conduct your web marketing activities.

DEVELOP a web marketing campaign that consists of two-four web marketing strategies. Use the “Marketing Objective-to-Web Marketing Strategy Matrix” to help you select your strategies. Be deliberate and thoughtful on your selection of strategies. Be able to answer the question “why did you choose these particular strategies?” and “How will these strategies work together to achieve your objective?”

BE CLEAR AND SPECIFIC when describing each marketing strategy. Provide sufficient detail so that anyone could easily carry out your strategy. Refer to the list below for examples of items that should be included for each strategy:


Last Completed Projects

# topic title discipline academic level pages delivered
6
Writer's choice
Business
University
2
1 hour 32 min
7
Wise Approach to
Philosophy
College
2
2 hours 19 min
8
1980's and 1990
History
College
3
2 hours 20 min
9
pick the best topic
Finance
School
2
2 hours 27 min
10
finance for leisure
Finance
University
12
2 hours 36 min