Professional Documents
Culture Documents
MARK5814 Week 2 (T2-2024) Lecture - 2 slides per page
MARK5814 Week 2 (T2-2024) Lecture - 2 slides per page
Analysis
MARK5814 Digital Marketing
T2-2024 Week 2 Lecture
Situation
analysis
Control Objectives
Tactics &
Actions Strategy
Situation Analysis
• Where are we now?
• Current performance
• Opportunities
• Competitor benchmarking
PESTLE Analysis
Political Economic Social factors Technological Legal factors Environmental
factors factors factors factors
Ø Internet governance
Ø Taxation
Ø Employment law
Economic Forces
• Cause variation in economic conditions and affect trading
opportunities, influence consumer spending and business
performance and have significant implications for digital
marketing planning.
Ø inflation
Social Forces
• Cultural diversity among digital communities that influences
the use of the Internet and the services businesses provide
online.
Ø Culture
Ø Demographics
https://www.goodthingsfoundation.org.au/wp-
content/uploads/sites/2/2021/08/DigiNation_Infographic_Final_Aug9-accessible.pdf
Technological Forces
• Changes in technology that influence marketing opportunities,
create new product development opportunities, introduce new
ways to access target markets through channel integration
and create new forms of access platforms and applications.
Legal Forces
• Determine the methods by which products can be promoted
and sold online. Laws and ethical guidelines that seek to
safeguard individuals' rights to privacy and businesses' rights
to free trade.
Ø Consumer protection
Ø Regulatory bodies
https://www.ag.gov.au/rights-and-protections/privacy
Environmental Forces
• Identify the general environmental protection requirements if
the product or service provided has implication to the physical
environment.
Ø Climate change
Ø Green energy
https://www.bloomberg.com/news/articles/2022-09-08/australia-passes-first-major-climate-action-reform-since-2011
Porter’s Five Competitive Forces That
Shape Strategy
1. Buyers / customers
2. Suppliers
3. Substitutes
4. New entrants
5. Existing rivals / competitors
Customer Analysis
• Customer segments
• Personas
Customer Characteristics
• Demographic variables
Ø Age
Ø Gender
Ø Social group
• Psychographic variables
Ø Perceptions
Ø Beliefs
Ø Attitudes
• Behavioural variables
Customer Personas
• Fictional profiles that represent a particular target audience.
Customer Interactions
Customer Journey Map
Online
Marketplace
Map
Competitor Analysis
• Competitor benchmarking
Ø Google Trends
Ø Similarweb
Business Model Canvas
Opportunity Canvas
Lean Canvas
https://leadflowmethod.com/introduction-lean-canvas
SWOT Analysis
https://my.ibisworld.com/au/en/company-reports/9961/company-details#swot
https://my.ibisworld.com/au/en/company-reports/9961/company-details#swot
5 C’s Analysis
1. Company
2. Customers
3. Competitors
4. Collaborators / Complementers
5. Context / Climate
McKinsey
7-S
Framework
https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/enduring-
ideas-the-7-s-framework
Lecture Summary
• Macro-environment analysis
• Micro-environment analysis
• Internal analysis