Question:
Assignment Briefing
You are asked to write a Business Report to your senior management and the board:
o To identify what role you see as “digital and social media” having in the
automotive industry and the automotive retail market over the next five years.
o In the light of the above, critically evaluate the “digital and social media activity”
that your organization currently undertakes.
o Future changes and developing of digital organization.
The 5 I’s of Digital Marketing
1. Identification – customer specifics
2. Individualism – tailored for lifetime purchase
3. Interaction – dialogue to learn about customers needs
4. Integration – of knowledge of customers throughout the company
5. Integrity – develop trust through non-intrusive marketing such as permission
marketing
Focus Points
Customer experience & expectation
Product & Price
Sales process
The internet
Social culture change
Social media & networking
Digital applications & platforms
Digital influences
Digital strategy essentials
Digital marketing & objective
Impact of digital
2. Assessment Criteria
Solution/Answer
Abstract
This report develops a review of the
concept of digital and social media role in the future operations of automotive
industry and retail sector. In particular, the areas of focus have been role of
digital and social media in the next five years, digital and social media
activities by the selected organisation
and future changes and development of the digital
organization. In regard to the
research findings, this study has noted that digital and social media has
contributed to a modern revolution in the automotive industry operation particularly
in the area of sales and marketing. There is a significant shift from the
traditional activities to a modern marketing strategy. This is
influenced by the shift in the customer’s
preferences, expectations and knowledge of
products and services offered by different providers. There is, however, a need
to improve on the automotive industry company’s human resource and technology
infrastructure to ensure that they succeed in creating a more holistic digital
and social media infrastructure as part of their future practice. This is because change is critical and must be
implemented using a framework that integrates all stakeholders in the organisation. For the recommendations, UAE
automotive industry and retail sector must recruit highly skilled human resources
to be able to drive the companies into becoming a fully digitised sector. Also, their current technology infrastructure is
not sufficient to guarantee a holistic success in their marketing strategies. This must be
aligned with the customer’s preferences and expectations from their
interactions with the company. Additionally, the management must ensure that
they adopt appropriate measures through consultation with the available digital
consultants to guarantee success in their operations. Also, they need to adopt the 5I’s of digital marketing which would
enhance their identification, individualism, interaction, integration, and
guarantee high levels of integrity.
Table of Contents
2.1 Applications of Digital Marketing. 4
2.2 Future Roles of Digital and Social Media. 5
2.3 Current Digital and Social Media Activities. 6
2.3.1 The 5 I’s of Digital Marketing. 6
2.4 Developing of Digital Organization. 7
4.2 Digital and Social Media Activities in Al Nabooda Automobiles LLC. 9
4.3 Future Changes and Developing of Digital Organization. 11
6.0 Conclusions and Recommendations. 12
1.0 Introduction
In the past, the majority of the automotive retail players have significantly relied on advertisements on television screens, magazines and billboards in communicating their brands. Nevertheless, as noted by Verhoef et al. (2009), in the span of the past twenty years, the manner in which entities reach out to their consumers has evolved significantly. In the automotive sector, the shift from the traditional marketing to contemporary digital and social media has been catalysed by the shift from a product-driven to a customer-centric approach for driving the customer loyalty and adapting to the changing customer behaviour and expectations. The consequence of the shift has been an improved interaction and easy access to information across media and devices at anytime and anywhere. In this case, the scope of this research will be to evaluate the extent in which mobile, digital and social media proliferation has enhanced the capability of the customers in accessing diverse information which ranges from vehicle performance, cost ownership and financing to ownership and aftersales experiences. The scope of this research will be in UAE automotive industry in UAE. This study will adopt the use quantitative analysis to identify the roles of digital and social media to future automotive industry and retail market, current practices in digital and social media activities at Al Nabooda Automobiles LLC in UAE and future changes and developing the digital organisation.
1.1 Company Background
The company of focus in this report is the Al Nabooda Automobiles. This is found in UAE automobile and retail sector and is involved in distribution of Audi, Porsche and Volkswagen brands. Today, it has ventured its operations in approximately 12 lavish showrooms and dedicated service centres in Dubai, Sharjah and Fujairah. In the organisation, my placement is the head of sales and marketing. I am involved in ensuring that all potential customers are aware of the company brand. I achieve this by leveraging on all marketing strategies both traditional modern approaches including social media. This informs the rationale for selecting this company for the current study.
2.0 Literature Review
2.1 Applications of Digital Marketing
Digital technologies are in a position of emulating all aspects of marketing communication and traditional media channels as an approach of spanning the marketing mix. Nevertheless, Mangold and Faulds (2009) noted that the digital promotions are more specific and are an element of the marketing communication mix. However, the boundary between these faces is unclear since digital technology is both a communication mean and distribution method. In this case, as noted by Holliman and Rowley (2014), marketers are faced with learning how to adopt and appreciate emerging technologies (such as social media), establishing how to develop decisions enabling them in making the best use of the technology and implementing digital marketing plans with the benefits of their businesses. This is affirmed by Tiago and Veríssimo (2014) who argued that due to the widespread adoption of all issues digital with multiple terms adopted in describing marketer’s integration of technology. In this context, the digital text promotions are inclusive of digitally enabled communication tools which include websites, email marketing, blogging and the supporting media. In this case, the social media must be aligned with the operations of other marketing, communication departments, digital media sections and corporate communications. In the context of the automobile industry which is the main target of this report,………………………………………………………………………………………………………………………………………..Please contact our team to receive guidance, support and tutorial services on this assessment in full based on your company background and level of expectations
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