Individual Assessment: The Scenario
• You have been hired to consult individually with Worldwide eBikes, Inc. (the same company as in your team assignment).
• The client is continuing to consider whether to enter the Australian market.
• You have been asked by the Managing Board of the company to provide a written report which addresses several questions.
Individual Assessment: Question 1
What do you think of the current opportunities for marketing electric bikes digitally in Australia? Is this something that we should be excited about, and can you show us evidence to support your opinion?
We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these. We are interested in research that you have carried out yourself, rather than research performed by others.
Individual Assessment: Question 2
We need to acquire an in-depth understanding of our potential customers, and we know that persona research is really helpful for this. Please describe the kind of research that you would undertake to create buyer personas for the Australian eBike market (we don’t need you to create actual personas).
Also, please provide three practical benefits of having really well researched personas, and explain how these would assist our business launch in Australia.
Individual Assessment: Question 3
If we decide to pursue this opportunity, we will need to quickly create awareness and “buzz” around our products.
Please provide your in-depth recommendations for two digital marketing tactics that we should undertake as our top priorities for effective short-term results, together with your justification for these choices. These can include website development, using any of the various channels, and / or digital advertising. Remember that the Board needs your specific, detailed ideas and examples for each strategy that relate to our business, and not generic advice.
Source: PNGItem
Individual Assessment: Question 4
Finally, the Board is very concerned with appropriate fiscal oversight. We realise the importance of analytics reports in determining which of our chosen strategies are effective, and which might need to be modified or even discontinued.
Please list four KPIs that can be found in Google Analytics reports which would help to evaluate your marketing recommendations from the previous section, and discuss the business insights that each one could provide.
Key Performance Indicator (KPI)
A metric (number) that helps you to evaluate how well you are doing against your goals for a specific timeframe
Examples:
• Rateof…
• Percentage of . . .
• Increase / decrease in . . . • Ratioof…
• Costof…
Digital Marketing KPIs
• Revenue
• Customer retention
• Customer satisfaction
• Visitor engagement
• Visitor interactions
• Cost savings
Executive Summary
• No longer than one page
• Written for senior management
• Use bullet points rather than long descriptive text
• Give details of your key recommendations
• No images (preferably)