Table of Contents

Project name............................................................................................................................... 1
Project scope statement .............................................................................................................. 1
Introduction / Background to project ......................................................................................... 1
Business case ............................................................................................................................. 2
Research Methodologies ............................................................................................................ 2
Deliverables ............................................................................................................................... 2
Constraints ................................................................................................................................. 2
Project Resources ....................................................................................................................... 2
Key people / Key stakeholders .................................................................................................. 2
In scope ...................................................................................................................................... 3
Out of scope ............................................................................................................................... 3
Project administration, monitoring and reporting ...................................................................... 3
Appendix .................................................................................................................................... 3
References .................................................................................................................................. 3

Project name
The project is named as the IMPACT OF DIGITAL MARKETING ON THE FINANCIAL
RETURNS OF THE COMPANY. This project is being conducted in order to test the effectiveness
of the digital marketing scheme on the business performance of the company. This study will be
conducted in a period of one year.

Project scope statement

The project for impact of digital marketing will cover the following objectives:
 The nature of the customers.
 Customer satisfaction improvement.
 Increasing market share.
 Increasing digital customer base.
 Increasing the business profitability.
 Increasing financial position of the business.

Introduction / Background to project

The project is made for a company named “Durex Auto Parts”. It is a company located in Perth
and was using conventional marketing techniques from a long period of time. But since the time
is changing and now people are more focused on digitization so the company is suffering a loss in
that respect so to overcome this loss company has planned to launch a digital market campaign in
order to:
 The nature of the customers.
 Customer satisfaction improvement.
 Increasing market share.
 Increasing digital customer base.
 Increasing the business profitability.
 Increasing financial position of the business.
Business case
The business is of an auto parts business which basically deals in auto parts accessories and spare
parts. These parts are purchased from the local wholesale market and then supplied to customers
via small retail shops. So now every company is trying to increase its market share by going over
the web and social media platforms the Durex auto parts will need to adopt a similar strategy in
this regard. So in order to do so the Durex Company has hired an external researcher named Mark
in order to conduct a research in this regard to increase the chances for business in the market.

Research Methodologies
Mark will use the exploratory research method. Exploratory research is research conducted for a
problem that has not been studied more clearly, establishes priorities, develops operational
definitions and improve the final research design. Exploratory research helps determine the
best research design, data-collection method and selection of subjects. So this kind of research is
considered best for the purpose of a marketing campaign. Mark has developed the following
hypothesis:
“Use of digital applications will increase the customer response for the company”.

Deliverables
The deliverables in this study will be as follows:
 To make a framework in which company can easily adopt the digital marketing process.
 Introducing social media sites to the workplace in a positive manner.
 Training employees in digitalization process.
 SEO trainings are to be conducted.
 Website development will be conducted.
 Customer feedback centres will be activated.
 Customer value proposition will be defined.

Constraints
The major constraints in this regard will be:
 The budgetary constraints.
 The stereotype mind-set.
 Employee resistance.
 Regulatory problems.

Project Resources
Resource Cost Benefit Leverage
Human Resource $10, 000 Active consultation Cash flows
Financial $20, 000 Website activation Cash flows

Key people / Key stakeholders

The major stakeholders in this regard will be:
  The board of directors of the company who will initiate the change.
Address: ABC Street, XYZ plaza, Perth.
 The shareholders of the Durex whose wealth and investment will be used in this regard.
 Address: ABC Street, XYZ plaza, Perth.
 The external consultant Mark who is leading the strategy.
 Address: HUY Street, XYZ Block, Perth.
 The public and customers who will be using the product.
 The suppliers from where the goods are to be purchased.

In scope
The project will help the company to gain a fair share of market in terms of sales and services
through the digitization process. So the company will be happily perusing the proposed plan of
using the digital marketing scheme. So it’s a big in scope component for the company.

Out of scope
Project out scopes will include:
 Human resource allocation.
 Human resource training.
 Stereotyping.
 Add-ons for customers.

Project administration, monitoring and reporting

The project will be administered in the following manner:

HR
Board of
Directors
Marketing
Shareholders

The External
Management
Consultant

Appendix
There are no further attachments.

References:
1. https://www.google.com.pk/search?q=exploratory+research&rlz=1C1CHBF_enPK766P
K766&oq=explor&aqs=chrome.3.69i57j0l5.6578j0j7&sourceid=chrome&ie=UTF-8
2. http://oe.ucdavis.edu/local_resources/docs/pmpkickoff.pdf
3. http://www.businessdictionary.com/definition/marketing.html
Part B
1. Explain the overall role market research would play in your organisation. (10 marks)
A market research plan should provide a thorough examination of how your product or service
will fare in a defined area. It should include an examination of the current marketplace and an
analysis of the need for your product or service. So the tasty foods will have to follow the
following market research plan:
 Defining the problem and establishing the research question.
 Develop the research plan and design it.
 Collecting information and facts.
 Analysing information and facts.
 Forming a hypothesis about true or false.
 Testing that hypothesis as Null or alternative.
 Making conclusions.
 Presenting recommendations.

2. List 4 specific contributions which market research on pre-packaged frozen meals could
potentially make to Tasty Foods. (8 marks)
These contributors will include:
 The customer demand toward pre-packaged food.
 The market response towards such item.
 The company financial position.
 The investor mind set.

3. List at least 4 internal sources you would review or consult, in order to uncover possible
opportunities for pre-packaged frozen meals, and what information from these
documents or people may help you with your research needs. (12 marks)

These internal sources will include:

 Company’s financial statements.
 Company’s minutes of meetings.
 Annual reports.
 Previous marketing plans.