Worldwide eBikes, Inc.
Worldwide eBikes is a fictional company, however
the challenge that is presented below is typical of the kind that an
established business might face when looking to expand into new markets.
You are being asked as an external consultant,
appointed by the board of Worldwide eBikes, to present your recommendations regarding
their strategic digital marketing plan for launching their products into
Australia, as described below.
Consultants Briefing: Prepared by the Marketing Director of Worldwide eBikes
The Board of Worldwide eBikes are very keen to expand
into the Australian market. If we decide
to pursue this opportunity, we hope to sell bikes both in our own e-commerce
store, and through retail partners.
We haven’t promoted our products in this area of
the world before, so we would appreciate your insights and guidance.
I convinced the Board that we should spend some
budget on research, and I am delighted to have been able to secure some of your
time on this.
I need you to prepare a written report that I can
take to the Board. In general, Board
members have only a basic knowledge of the internet and we need a much better
understanding of digital marketing, and the potential of expanding into
Australia, if we are to be confident of spending money on this.
I have prepared a list of questions that I would
like you to address in your report and look forward to hearing back from you
1. Digital Market Opportunity: What do you think of the
current opportunities for marketing eBikes (digitally) in Australia? Is it something 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 personally carried out (not research already carried out
2. Persona Research: We
need an in-depth understanding of our potential customers. Please describe, and
justify, the kind of research that you would undertake if you were to create ‘buyer
Personas’ for the Australian e-bike market (you don’t need to create the actual
Also, please provide three practical benefits of having well researched
Persona’s, and explain how these would assist our business launch there.
3. Short Term Market Impact: 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 of these choices. These might
include website development, using any of the various content marketing
channels, and/or digital advertising. The
Board are looking for specific, detailed ideas and examples for each tactic.
4. Fiscal Oversight: Finally, the Board is very
concerned with appropriate fiscal oversight.
We realise the importance of Google Analytics reports in determining
which of our digital marketing activities are effective and which might need to
be modified or even discontinued.
Please list four KPIs that would help to evaluate your previous
recommendations, describe how you would report on them using Google Analytics,
and the insights that each one could provide.
Notes for Students:
Please remember to fully explain and justify all
recommendations that you make. Include details
and examples, and evidence of research undertaken, with illustrations such as
screenshots or data as you see fit.
Provide definitions for any technical terms that someone unfamiliar with
digital marketing might not immediately understand.
FORMAT OF YOUR REPORT
All students must adopt a report format as described
below, and in the following order:
Page of your submission details in the normal style
summary of your key findings, and recommendations)
Term Market Impact Tactics
(If you require them)
your work to ensure that you are covering each section of your report adequately.
introducing charts, images etc. if you believe that they would benefit your
client’s understanding of your report.
Font: Arial 12 point, Spacing: 1.5
Length: 3,000 words +/- 10% (+ a maximum addition of 2 pages of appendices)
Accurately cite all sources using Harvard style referencing (use footnotes)
Submission Deadline: 23:59 pm Saturday 18th July 2020