Costas Business Analysis
Strengths analysis
The company has a good company culture. This implies that the company takes good care of the employees. Their needs are well taken care of and this motivated them to perform better. Good company culture helps to streamline operations in the company as employees relate well. Good culture will allow the company to integrate digital market campaigns because employees are flexible to changes (Odor, 2018).
Since the company retains employees, the staff are highly qualified. This hints that the clothes they make are of high quality and appealing to customers. High retention means that the company can implement a digital marketing campaign without difficulty or objection (Kushwaha et al., 2017). Qualified tailors will deliver quality products that are marketable and appealing to customers all over.
Costas Company is also a customer-centric business. This means that they contemplate what designs of clothes the customers might be interested in. When it comes to digital marketing, Costas Company will be dealing with customers who prefer varying types of designs. Goldman et al. (2019) add that when a company is customer-centric, there is more likelihood that it will satisfy all of its customers.
Weaknesses
The selection of retail brands has not been effective. This suggests that the company does not get a wider range of materials and accessories from suppliers (Kushwaha et al., 2017). This will be a challenge when the company wants to integrate a digital marketing campaign because the company is not likely to meet all the customers’ demands.
The tailors make a lot of alterations to the products. This infers that when clients order the commodities online, they will have to wait because tailors might be required to make changes before their orders are delivered. Customer satisfaction rates might be low because of this factor.
The company has failed to integrate the latest designs and marketing techniques. From the company’s profile, it is apparent that the sales department still uses traditional means like word of mouth for marketing. This will be a major setback as employees are not exposed to new technology and training them might consume a lot of time (Odor, 2018). When the company begins a digital marketing campaign, it might be necessary to employ new marketers or train the existing ones.
Alignment and consistency
The objective of the company is to improve overall performance by integrating online marketing. If Costas Company redesigns the website and more features are added, the company is likely to attract more customers. When customers can view products and order them for delivery, the sales margin will improve (Chaffey et al., 2017). The redesigned website will also allow customers to rate the products and suggest them to other people.
The company is also objective about increasing website traffic. This can be achieved when more funds are invested in the next 18 months. When the company invests more in research and digital marketing, the campaign will become more successful and the profit margins will increase (Goldman et al., 2019). Costas Company has the potential to grow but requires a better marketing strategy than using word of mouth.
A digital marketing plan will increase the value and profitability of the business. Costas business will be able to interact with more customers who can access its websites. This platform will also allow customers to buy products at their convenience and wait for their delivery. Costas Company will be able to develop as a brand and increase its operations within and outside Chicago. The responses from the clients will help the company to develop products that are appealing and acceptable by all (Chaffey et al., 2017). From Costas profile, it is apparent that the company has a good record of maintaining customers. This factor will give the company an edge over existing companies. Competitive advantages will help Costas Company to develop a solid customer base beyond Chicago. Branding directly reflects the sales of a company. This implies that a company that brands well is more likely to attract customers and improve sales and profit margins.
References
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
Goldman, O. I., Jacobs, T. W. R., Edmonds, K. A., Smith, K. G., Javangula, P. S., & Still, A. M. (2019). U.S. Patent Application No. 15/782,457.
Kushwaha, T., Ubeja, S., & Chatterjee, A. S. (2017). Factors influencing selection of shopping malls: an exploratory study of consumer perception. Vision, 21(3), 274-283.
Odor, H. O. (2018). Organisational culture and dynamics. Global Journal of Management and Business Research.
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