Background of Brakes Group in the UK
The purpose of this report is to fundamentally evaluate an appropriate digital marketing plan for Brakes Group that is operating in the UK. Brakes Group is one of the companies operating in the food and drinks industry of the UK. It has more than twenty distribution centres in the UK, which are providing the delivery of the products. The company was established in the year 1958 and is headquartered in Ashford. The name of the company was Brake Bros Limited, that has become a subsidiary of Sysco Corporation in 2016 (Safanta et al. 2019). The customers of the organisation include hospitals, independent dining establishments, hotels, large restaurant chains, contract caterers and schools. It has also established customer care centres and offices in the entire country. There are several head offices and distribution depots of the Brakes Group operating in France also. In this particular report, the digital marketing plan for the company will be significantly evaluated in an effective manner (Sokolova and Titova, 2019). The company has developed its first Food innovation Centre in London Covent Garden in the year 2004. The increased use of digital marketing strategies by companies in the UK had forced Brakes Group to implement new strategies to compete with other firms.
The evaluation of the environment of “social media marketing” in the UK requires an understanding of the trends of these strategies in the country. The understanding of the market requires information about the strength, weaknesses, opportunities and threats related to the method. These aspects of “social media marketing” by firms are increasing the growth of firms in different markets.
“Social media marketing” has a massive influence on customers, and firms operating in the UK are able to adopt and implement consumer-centric solutions. The presence of companies of the UK in different platforms is allowing in gaining advantages by increasing their knowledge about products. The interaction between firms and customers are increasing in the international domain by the implementation of marketing through “social media platforms” (Steer et al., 2019). Moreover, several industries in the UK are gaining advantages with “social media marketing strategies” by keeping their focus on the quality of content. The interaction with the customers and businesses are enabling firms to gain advantages from different markets by understanding the demand. These are also allowing firms to identify the demand and needs of customers with the interaction on a regular basis.
One of the weaknesses of using “social media marketing” is determined as the number of followers. The number of viewers of a company’s posts is huge. However, the number of followers is not increasing, which is a waste of time by companies in the process of creating improved content (Pushkar and Druhova, 2020). It is reducing the interest and skills of individuals towards creating improved and appropriate content. The reduced skills of individuals towards the creation of appropriate and developed content for marketing is reducing among the individuals due to the restrictions in “social media marketing”. There are restrictions also for the employees towards the usage of “social media platforms” for marketing.
Trends of Social Media Marketing in the UK
The opportunities for firms functioning in the UK are increasing due to the opportunities related to “social media marketing”. One of the improved opportunities that “social media marketing” is providing to companies is determined as the improved loyalty among consumers, which is able to increase the growth of companies (Benzaghta et al., 2021). Furthermore, the increased interaction and the feedback of customers based on the services and quality of products. The contents in these platforms are able to increase the productivity of companies by the interaction with the purchasers, which is also enabling in understanding their demand.
There are threats related to “social media marketing”, which are increasing challenges for firms in the international domain. The option of reduced expenditure or free marketing by companies is attracting a large number of firms to these platforms (Ramadhan and Gunarto, 2021). These are also increasing threats for organisations in the UK. The adoption of “social media marketing” and influencing the behaviour of customers requires a massive time, which is also an increasing challenge for companies. In addition, insufficient resources and funds are also determined as the threats of “social media marketing” in the UK.
Brakes Group operating in the UK, have implemented the marketing strategies with the use of “social media platforms”. Different platforms of “social media” are being used by the company, which are enabling in reaching a large population of the UK. Brakes Group is interacting with purchasers of the UK by interacting with them on a regular basis (Bala and Verma, 2018). These are helping in understanding the demand of customers. Moreover, the needs and perception of purchasers towards the different types of food products provided by the company are being identified in an appropriate manner with the help of marketing through the use of “social media platforms”. LinkedIn is one of the “social media platforms” used by Brakes Group for its marketing (Pradiani, 2017). The usage of LinkedIn is allowing the company to gain advantages by the improvement in the interaction with the staff of the organisation. Moreover, LinkedIn is also helping the company to interact with a large population by improving its brand image. Brakes Group is also able to increase its profitability by interacting its communication with the purchasers from different locations of the country. Another platform is Facebook, which allows the firms to communicate with a large population of the country, as it has the highest number of users than other platforms.
The Brakes Group is determined as the e-commerce site providing delivery of food in all the locations of the UK. It has helped the company to become the distributor of care packages. Individuals in the UK are getting home deliveries of food products. The company is primarily managing its both B2B and B2C model by maintaining communication with individuals in the UK (Isohella et al., 2017). The information provided by the company through the use of YouTube is another essential way to connect with the purchasers. The company is able to provide video content to the customers through YouTube, which is able to influence the customers and increase their loyalty. On the other hand, the information and the advertisements through the “social media platforms” are able to minimise the cost and expenditure of forms on marketing (Yasmin, Tasneem and Fatema, 2015). It is fundamentally increasing the growth and profitability of Brakes Group in the UK. The interaction of the company with the customers is also allowing in identifying their needs and gain feedback. The company has understood the required changes in services due to the feedback of consumers.
Strengths and Weaknesses of Social Media Marketing for Firms
The usage of “social media marketing” is helping the company to increase its growth and performance in the UK. The firm is also able to increase its brand image by engaging the customers with the usage of “social media platforms” for marketing. The smart objectives of the company are to expand its business in the entire UK and increase its customer base. Moreover, increasing the satisfaction of customers is another goal of the company, which is possible by improving interaction through the “social media platforms” for marketing (Fahad and Tran, 2019). Increasing the number of new consumers for better sustainability of the organisation is determined as one of the smart objectives of Brakes Group of the UK. Furthermore, “social media marketing” by the company is helping in increasing the growth and performance, as the firm is able to communicate with a large population of the UK. Increasing the engagement of customers through the different platforms is another goal of the company, which will allow the firm to improve its brand image in the country. The utilisation of “social media marketing” and gaining opportunities are the primary smart objectives of the company to operate in the UK market.
The platforms of “social media” are one of the effective ways to increase the interaction between the customers of different companies in the international domain. The interaction is able to increase the engagement of purchasers with firms. Brakes Group is focusing on its smart objectives to increase profitability, which is essential for the betterment of the sustainability of the firm. The plan for the company should be to increase its customer base in the next 2 years. For achieving this particular objective, it is essential for Brakes Group to improve its interaction with the customers (De Pelsmacker, Van Tilburg and Holthof, 2018). The interaction of the company could be increased by using different platforms. Different contents of advertisements should be provided by the company to increase its profitability and sustainability in the country. The number of users needs to be analysed by the company to increase the interaction with them. The firm should provide different content in the advertisements on several platforms of “social media”. It is also essential for the company to attract customers with different advertisements on all the platforms used by the firm in the UK. Furthermore, “social media marketing” is enabling Brakes Group to increase its interaction with the customers by providing different information (Robul et al., 2020). The information in the “social media platforms” should be appropriate to increase the perception of the customers towards the advertisements provided by Brakes Group on different platforms. Furthermore, it is also essential for the company to provide information on new products and discounts before 15 days to engage customers on these platforms. The information of the manufacturing process is also able to increase the interaction of purchasers towards the firm in the UK. These aspects will improve the profitability and growth of the company.
The engagement of customers has a massive influence on the customers and their perception of a company. The engagement of customers is able to influence the perception of consumers and the growth of companies. It is one of the smart objectives and goals of Brakes Group that is functioning in the UK to provide detailed information for better engagement of individuals in the country (Kingsnorth, 2019). The company is able to evaluate the information of several aspects, such as the raw materials, packaging, delivery process and others to interact with the purchasers. It is also vital for the firm for the betterment of its growth and performance. The employees of the company will be able to interact with the customers with different platforms of “social media” by engaging them with different information regarding the services and products. The engagement through interactions will help the company to understand the needs of their consumers, along with the demand. Increasing the availability of required products will be possible by the organisation with its growth in the UK due to interaction and engagement of customers in the UK. It will also increase the profitability of the company, which will help in gaining the trust of consumers (Taiminen and Karjaluoto, 2015). In addition, “social media platforms” and marketing through it will increase the overall growth of Brakes Group in the UK. The engagement of customers through different information will enable the firm to provide information based on the different aspects of customers, such as age, gender, income, preference and others. The perception of the customers will also change with the improved relationship, trust and engagement through the “social media platforms” in the market of the UK.
Opportunities and Threats of Social Media Marketing in the UK
Loyalty among the customers is one of the vital requirements for companies to increase growth in all the markets they are functioning in. Customer’s loyalty is enabling companies to increase the growth and profitability in the international domain. Different firms are able to increase their profitability in the international domain by the implementation of “social media marketing”, as it allows the customers to spend an increased amount for the products of a particular company (Chaffey and Allen, 2015). The improvement in the loyalty of customers through “social media marketing” is one of the effective goals for Brakes Group in the UK. The loyalty of customers will help the organisation to gain advantages by attracting buyers. Loyal customers of a company are able to increase the profitability and sales of Brakes Group in the UK, as the purchasers will be able to spend more on the products. The firm will be able to increase its delivery in the UK due to the loyalty of its buyers, which will help in gaining advantages from the competitive market of the UK. The loyalty of consumers is also able to help the company to expand its business in different areas of the nation (Saura, Palos-Sanchez and Correia, 2019). The loyalty could be increased by taking feedback through “social media platforms” and making changes as per the demand (Baltes, 2015). It will increase the trust of the purchasers towards Brakes Group, which is required to improve the overall productivity of the organisation. The loyalty of the customers is able to gain advantages by providing new opportunities to the company in the international arena. Furthermore, the firm could increase the communication with consumers and train the employees to adopt an appropriate way to manage the relationship with buyers will increase loyalty among the buyers in the UK.
The loyalty among the customers towards a company is able to increase the rate of repeat purchases by the buyers. The repeat purchase by the customers is one of the aspects that is able to reduce the cost of companies towards marketing. The loyal customers of a company repeat purchases due to their loyalty and interest. The increased number of loyal customers of Brakes Group in the UK will help it in enabling the consumers towards making repeat purchases (Saura, Palos-Sánchez and Cerdá Suárez, 2017). It will also help the firm to gain advantages from the UK market, which will also increase the profitability of the firm. The productivity of the employees in Brakes Group will increase in the international domain by the implementation of “social media marketing”. The repeat purchase by consumers from Brakes Group will increase with the increased engagement of buyers with different information about the products and services. On the other hand, the loyalty of buyers will increase in the international domain by the adoption of “social media platforms”. The firm will be able to increase its growth and performance in the global arena with increased loyalty and engagement by providing advertisements and information on “social media platforms” (Piñeiro-Otero and Martínez-Rolán, 2016). The productivity of the company will increase in the international market with the help of increased interaction, as it is able to increase the rate of repeat purchases by the consumers of Brakes Group in the UK. It will help the company to reduce its expenditure and increase profitability in the UK and other markets in which it is functioning. The performance of the organisation will improve with the utilisation of “social media marketing” in the country.
Brakes Group’s Use of Social Media Platforms and E-commerce Site
Conclusion
It was concluded from the report that the marketing strategy with the use of “social media” is enabling the companies operating in the UK to gain advantages. The availability and the increased number of users in different “social media platforms” are helping organisations of the UK to manage their performance and growth. The Brakes Group, functioning in the UK, is also using “social media marketing” to gain advantages and increase its growth in the country. The productivity of the company is increasing due to the operations carried out in both B to C and B to B models. It was also concluded that the adoption of “social media marketing” for achieving the smart objectives would help the company to gain advantages and increase its productivity in the UK.
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