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B2399C Digital Marketing

The recommended solutions should be relevant, accurate and feasible in addressing the business challenges of Skullcandy in Singapore.
The Digital marketing plan should consist of the following sections:
1.Business Challenges
Define and explain the key problems faced by the company.
For example, what are your reasons for stating that the key challenges faced by thecompany? Is it low sales, low awareness, low returning customers, low number ofpotential customers etc?
2.Business Objectives
Define and explain the key business objectives based on the business challenges.
3.Competitor Analysis
Provide a competitor overview of the company and TWO (2) key competitors in themarket place.
Highlight the key strengths and weaknesses in the current digital marketingactivities.
4.Target Audience Analysis (4%)
Define the target audience – in addition to the use of consumer segmentationvariables, use tools like consumer persona and consumer buying journey to helpyou define the target audience segments.
Provide descriptions to the target audiences’ lifestyle, interests, mind-sets andpossible purchase behaviours.
Highlight key considerations that the company needs to keep in mind whencommunicating with this audience.
5.Digital Marketing Objectives (4%)
Define and explain the key digital marketing objectives to address the businesschallenges.
6.Digital Marketing Strategies (4%)
Define and explain the key digital marketing strategies that will achieve the digitalmarketing objectives.

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