e-marketing

Student Name: Layal	Student ID:
Course Title: E-Marketing	Course Code: ECOM301
Academic Year/ Semester:	CRN:
Instructor Name:
Student Grade:	Grade Level:

The story is about a father who was searching for his children for a restaurant that serves fresh and healthy meat burgers. He was suffering a lot because he did not have this healthy meal that his children want it daily. The goal was to use fresh meat without using freezing meat with no hydrogenated oil nor preservation in their restaurant menu and at a competitive price.

· Competitors analysis

It is not easy for a project like this to succeed because there are so many burger restaurant competitors in the market. Competition has become fierce because now there are many local burger restaurants, and there are also competing with international restaurants, and customers are now looking for quality and the best combination between taste and price. The main competitors for the company are Burgerizzr and sultan burger. Both are direct competitors because they offer similar goods, even if they selling a different product to I’m hungry but it is still considered as fast food. When it comes to comparing the restaurant with its competitors we recommend to do perform a SWOT analysis.

strength:

1- Burgerizer comes first in burger restaurants in Riyadh, and new branches have been opened in Jeddah, and a plan has been drawn up to open between 12 to 15 branches annually.

2- sultan burger restaurant is an experience in providing grilled burgers a distinctive taste. And always be grilling over charcoal pacific offers full maturity filled with juicy burgers that appear natural flavor of the burger.

What makes I’m hungry different is that the meat is hanging in front of you, and it is cut and chopped in front of everyone without freezing the meat. Also, they broke a Guinness World Records title for the largest burger restaurant in the world.

Weakness:

1- Burgerizzr has difficulty providing labor force and the high real estate prices have caused an income problem between branches and the price of the meal increases by about 25%

2- Sultan Burger: Regarding that they are in the market for 15 years, their branches are considered few

I’m hungry they need to open more branches.

Opportunities:

I’m Hungry should take a step to open branches all over the kingdom, especially in areas with fewer local burger restaurants.

threats:

The threats are that there are a lot of local burger restaurants, and they are becoming more competitive in the market and media.

· 
Suppliers and/or Digital Marketing intermediaries.


The suppliers are to provide high-quality products from a manufacturer at a good price to a distributor or retailer for resale. The meat used in I'm Hungry restaurant is local meat that is always fresh, where the meat is hung in front of you, so it is cut and chopped in front of everyone. And the potato bread bun from the world-famous company Martins. on the other hand, the digital marketing intermediaries in this firm sell and distribute its products or services by delivery applications like Marsol, Hungerstation, and Jahez. Also,  make the influencers market the products, so they can attract more customers.
· 
Customers’ persona.


Understanding what the customers need in the market is very important to the business to success. Helping the marketing team to understand the motivations behind purchasing decisions and the type of messages that will appeal to the clients. We will find here that the target group is more to families that they are searching for affordable meals with quality and taste. The restaurant idea started by a father who was searching for his children a restaurant that serves a healthy burger without hydrogenated oil nor preservatives, and for this reason, he also focused on opening large restaurant branches and was very caring in the families section, and the children's play area.

· 
Technological forces.


We have to know the technological developments can significantly change fast, and we should respond to these changes to create strategies that avoid threats that might threaten the business.
First, Cybersecurity: we have to understand the security and the risks that we might face to manage the customer's operations safely, like customer's credit card details stolen from merchant’s server, for example through hacking.
Second, Mobile and SMS messaging and applications: now these things become very important to communicate with customers to market the products and the promotions, and the applications to manage the delivery and solve the problems.
· 
Legal forces.


There should be laws for individuals and business to do their businesses legally and ethically.
1- Data protection and privacy law: customers' right to not have access to their information by third parties such as personal data, likes and dislikes. 
2- Disability and discrimination law: there must be laws related to the disabled who experience from because of audio, visual, or motor impairment to make it easier for them to use the website or application to order. 

· 
Economic forces.


For sure the economic affect the level of success of the business in market from the supply and demand and we must know these effects to avoid negative impact for the business.
1- Market growth and employment: we must monitor changes that affect market growth to predict what will happen in how customers and competitors will behave in the future.
2- Globalization: nowadays to become globally is more accessible and possible, so we have to expand this firm by the vision ''To be the first choice in the world for fast food with fresh meat''.



· 
Political forces.


Digital marketers need to be aware of political action in the marketplace, for example, for privacy protection or tax control, also developing strategies for growth and in the digital economy.
1- Political control and democracy: Government action can have a significant impact on the online marketplace to control intermediaries.
2- Taxation: many governments are facing problems by changing their tax laws, also the firms can be effected by their business with taxes inflation , and with that the demand will decrease on products.

· 
Social forces.


Social forces are linked with culture and have implications for digital marketing. Social exclusion is a complex, and it involves the lack of denial of resources, rights, goods and services, Part of society is excluded from the facilities available, available to the majority of people in a society, whether in economic, social, cultural or political arenas, and affects the equity and cohesion of society as a whole.










· 
Where are you now? (situation analysis)


· Goal performance :



	



Sell -Grow sales 

	

Achieve 60% of sales online through the applications.  Increase online sales for product by 60% 
year.


	



Serve - Add value 

	

Increase interaction on site by giving offers 10% discount, free delivery on orders above 100 SAR. This lead to
Increase number of customers actively using online 
services at least to 70%.


	



Speak - Get closer to customers 

	


Creating dialogue through web interactions like surveys and do online market research through social media to learn about the customer’s needs. Also Grow email coverage to 50% for the customer database


	



Save - Save costs 

	

Savings accrue through 'web self-service' where customers answer queries through online content. Reduce cost of direct marketing by 20% through applications and increase web self-service to 50%.


	



Sizzle - Extend the brand online 

	

Achieved through providing new propositions, offers online including building communities, and improve branding metrics such as restaurant awareness, reach, food favorability and purchase intent.





· Customer insight:

we have to know the right customer insight from analyzing the customer data by predictive analytics, and what their wants and their needs. We must take advantage of the customer's insight to develop appropriate marketing strategies that will make your customers think twice about buying elsewhere, even in the face of aggressive advertising or lower prices from your competitors. and what it makes I’m hungry care about the customer insight, that they have value and honesty and Credibility - Transparency - Customer Care - Quality and Continuous Improvement - Teamwork.
· E marketplace SWOT:



Weaknesses:

1- Many burger restaurants with the same quality.
2- Same price range.
3- I’m hungry branches only in Jeddah.

Strength:

1- Extensive accessibility through their application.
2- Open 24 hrs.
3- Lower Prices.








Opportunities:

1- Increase sale revenues by opening branches over the Kingdome.
2-  Doing menu for vegetarian people to reach new customers.

Threats: 

1- suppliers may increase the prices of the ingredients and meat.
2- There is competition between burger restaurants.









· Brand perception:

brand perception is very important for the restaurant success. It's a  part of a larger marketing equation. How does food taste or services resonate with customers, how do customers feel or think about the restaurant?. Doing measuring brand perception by: 
1-  Setting up Google alerts to track online mentions.  
2- Reading online reviews.    
3- Social media hashtags and mentions.
this is an important part of the company marketing effectiveness, and this is will help the company  plan in the marketing campaigns.


· Internal capabilities and resources:

the capabilities of the company to create and extend its resource base, and the ability to attain new forms of competitive advantage by renewing competences to achieve concert with the changing business environment.
· 
Where do you want to be? (business objectives)





	


Sell - customer acquisition and retention targets

	

You will be more likely can achieve your business goals and increase sale revenue by retain customer and meets their needs.


	


Serve - customer satisfaction targets 

	

Excellent Customer Service.


	



Sizzle-site stickiness, visit duration

	

· Simple Navigation
· Provide Valuable Content
· Provide Up-to-Date Content
· Reduce Website Clutter


	


Speak - trialogue; number of engaged customers

	

By doing survey or rating the food and services to know if the customer satisfied, and if they recommend the restaurant for others.


	


Save - quantified efficiency gains 

	

The efficiency on the time of serving food.
The efficiency on availability of menu items everyday.





· 
How are you going to get there? (strategy)


· Segmentation, targeting and positioning:

Segmentation is very important to improve your business. Customer segmentation is for evaluate customer base, identifies commonalities of mutually exclusive groups like age, behavior, and needs:

1- Identify customer profile-based demographic characteristics.

2- Identify customer lifecycle groups.
Targeting selecting a segment and deciding what channel to reach them through, like email, social media , influencers , post-service follow-up, and the development of appropriate offers, etc.
The point of the positioning is to evolve a differential advantage over competitors.
Many businesses have differentiated their own line offer by using price, for example:
The point of the positioning is to evolve a differential advantage over competitors. Many businesses have differentiated their own line offer by using price, for example offering lower prices online. 
· OVP (online value proposition): 

it’s what online content your brand can offer for each site, app and type of social presence.
· Sequence (credibility before visibility): 

 Online visibility means having a website that represents your company properly, to ensure your business communicates with your clients and represents your mission is critical. You need to make a commitment to getting your website visible through techniques such as email marketing, Social Media platforms, and Search Engine Optimization.  The more visibility you have online, the better your chances are of attracting client.
· Integration ( constant OVP ) and database: 

Data integration, its uses from business processes, applications, marketing procedures like Customer Relationship Management (CRM) and various other digital functions. The goal of data integration is typically similar across the board to provide users with a consistent view of, and access to, integrated data. For companies to strictly and effectively perform business tasks, they must be able to access and process large amounts of customer, user and/or transactional data.
· Tools ( web functionality, email, IPTV etc. ):


· 
How exactly do you get there? (tactics)














· 
References: 



Our story. (n.d.). Retrieved February 26, 2021, from https://imhungry.co/en/about/our-story
Restaurant competitor analysis: Templates and examples. (n.d.). Retrieved February 26, 2021, from https://www.restohub.org/operations/planning/restaurant-competitive-analysis/
Corrigan, K. (n.d.). What is a supplier and what is their role in a business? Read more. Retrieved February 26, 2021, from https://www.oberlo.com/ecommerce-wiki/supplier
Aliqtisadi. (2018, March 08). برغرايزر.. عندما ينافس البرغر السعودي ماكدونالدز. Retrieved February 26, 2021, from https://aliqtisadi.com/1039474-%D8%A8%D8%B1%D8%BA%D8%B1%D8%A7%D9%8A%D8%B2%D8%B1-%D8%AA%D9%86%D8%A7%D9%81%D8%B3-%D9%85%D8%AD%D9%84%D9%8A%D8%A7/
Entrepreneurship imprint. (n.d.). Retrieved February 26, 2021, from https://www.sultandb.com/en/entrepreneurship-imprint/
Wells, J., & Wells, J. (2020, December 17). 4 Persona examples you can use in any industry. Retrieved February 26, 2021, from https://www.brafton.com/blog/strategy/persona-examples-from-around-the-web-and-why-they-work/
Technological forces. (n.d.). Retrieved February 26, 2021, from https://www.strategy-formulation.24xls.com/en106
Social exclusion. (n.d.). Retrieved February 26, 2021, from https://www.eukn.eu/policy-labs/policy-lab-for-be-solidarity-and-diversity-new-recipes-for-urban-social-policy/social-exclusion/
CHAFFEY, D., & ELLIS-CHADWICK, F. (2019). Digital marketing. Strategy, Implantation and practice (Seventh edition). Harlow, England New York Pearson. ISBN: 9781292241579, 1292241578 (print); ISBN: 9781292241586, 1292241586 (e-Text)




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