Need Sunday by 8pm Assignment: Worksheets 4, 5, 6

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Assignment: Activities 1-3

Barbara Tatum

Full Sail University

Principles of Digital

March 10, 2019

Activity 1

The target brand

I will be targeting the independent film studio digital market plan in my activities for this assignment. M choice is based on the fact that I am interested in the digital marketing and various operations that are undertaken by such businesses. Hence, I believe that I can explore various issues such as opportunities, threats, and strengths upon evaluating the independent film studio.

The target audience for my brand comprise of both male and female with all scope of ages. However, basically, young people between 18 and 35 years of age shall take over 70% of the total market. I intend to establish a great vision and mission that will possibly guide how the business will be operated. Hence, my vision will be, ‘to provide a customer-service oriented’ film studio platform serving customers across various divides. On the other hand, the independent film studio’s mission will be, ‘striving to offer, positive, professional, and efficient film services across targeting customers from all corners of the country. ’ The following table will guide the clients’ marketing personal values and the brand value:

People – (marketing personnel values)	Brand – (Family Friendly, Value)
Positivity Professionalism Efficiency Customer Service Orienteers	Trustworthiness Reliability Value Quality

Also, table 1 above shows the characteristics of the target customers for the independent film studio. These characteristics are split into two main categories, the people features and the brand features. What the brand holds are intended to attract many audiences based on the brand’s vision and mission mentioned above.

Activity 2

Analysis of Porters’ five forces

Both microeconomic and macroeconomic factors need to be evaluated to understand the possible forces that are likely to have an impact on the independent film studio brand. The former analyses the forces that the studio will be in a position to address while the latter comprise of forces that are beyond the control of the studio.

The analysis of the macroeconomic environment for the brand

The analysis of the external environment for the independent film studio involves evaluating the competitive rivalry, the bargaining power of the customers, the bargaining power of the suppliers, the threats of the new entrants, and the threat of substitute product. Table 2 shows how these factors are likely to impact the brand:

Table 2: how external factors are likely to impact the brand

Force	What is happening pertaining the force	Pressure	Impact
The competitive rivalry	There is no expected competitor soon for the brand	Low	Continuity for high market share
Bargaining power of customers	The independent film studio is the major brand in the region making experience less bargaining power of the customers.	low	Likelihood of being in control of the costs of the services that it offers.
Bargaining power of suppliers	Suppliers will have a high bargaining power since they will exercise monopoly of goods and services that it will send to the studio.	High pressure	Having the products of raw materials higher than the expected.
Threat of new entrants	There is threat of new entrants since the brand will be gaining high market share due to initially lacking competitors.	High pressure	Likelihood to lessen the market share after sometimes and lack control over the services that the studio will be offering.
Threat of substitute products	There is no threat of substitute since the services are rigidly offered as film services.	Low pressure.	Increasing the likelihood for the increase market share since even if the new entrants will be there, there will be less likelihood of introducing different services making the independent film studio to continue retaining its market.

The analysis of the external factors shows that the independent film studio is in a better position in the market despite the likelihood for new entrants. Also, being the renowned brand, this studio will continue building its brand while engaging the current and potential customer before the new ones enter the market. The studio will also take control of the prices of goods and services since there will be no likelihood of having substitute services even from the new entrants.

The analysis of the microeconomic environment for the brand

Table 3 below shows the analysis of the internal forces that are likely to affect the independent film studio.

Table 3: how internal factors are likely to impact the brand

Internal factor	What is happening	Impact	Term	Option used to move forward
Economic	We are a startup so we work only on small budgets	We need to be strategic on where we spend our cash	Both Short and long term	Investigate media opportunities that are best value for us.
	Families are strained financially.	We provide a service where shoppers can buy and sell product to us. Saving them cash	Long term	Communicate our Buy, Sell and Repeat model.
Environment	We are a sale store ultimately using new film products. We can only reuse the memory spaces available after cleaning it.	Good for environment.	Long term	Communicate buy and sell the products.
Political	We keep our eyes on tax policies and current events.	Have to understand how political changes affect our sales and marketing tactics.	Long term	Monitoring the activities
	How do tax policies, wages affect our business.	Tax and wages effect earning and our marketing budget.	Short and long term	Stay tuned to activity
Legal	No major legal issues at the moment	None	Long term	Monitor activity
Ethical	We have a commitment to our customers to be transparent with our policies.	Communicate policies for both buying and selling. Continue to add value to our shoppers.	Long term	Continue to add value and communicate our company proposition.

Activity 3

The current target markets

The independent film studio targets both male and female cutting across different ages. However, over 70% of the target market will comprise of youth aged between 18 and 35 years old as shown in table 4:

Age (years)	(%) target audience
0-15	0
15-18	10
18-35	70
35 and above	20

The customer touch points for the independent film studio

Touch Point	Department	Does it meet their expectation/need?	Competitive Edge
Website	Marketing	Make sure to keep up to date with sales and events. Keep imagery fresh and appropriate for season. Use as an educational piece.	Could integrate more video. Integrate more product and instore imagery.
Facebook	Marketing	A lot of good product placement Schedule of events and sales communicated. Could be more interactive.	Stay on top of postings. Use more video.
Instagram	Marketing	A lot of good product placement. Could be more glamour shots. Could be more interactive.	Good product quality.