1 B ANALYSE INTERNAL ENVIRONMENT ď ś Goal Analyse the internal environment of the business you selected.
ď ś Instructions You will need to plan an interview with your business contact to get hold of part of this information, complemented with desktop research. Document using a summary style (total internal environment analysis max 3 pages)
CURRENT MARKETING APPROACH
The Vineyard is a recently founded wine company that will be active on the B2B-market and the B2C-market. Currently, The Vineyard is focusing on the B2B-market, by expanding their customer base as much as possible. They already deliver wine, champagne and cava to hotels, restaurants and pubs. For this market segment they rely heavily on word-of-mouth marketing. Moreover, they have an experienced sales team that is constantly busy searching for new potential customers by visiting as many companies as possible in the food service industry. A marketing tool used by that sales team is the product catalogue of the Vineyard.
With regard to the B2C-market, the vineyard has not yet started its activities. Presently, they are in the middle of constructing their brick and mortar shop. Their marketing plan for the B2C-market is not yet fully worked out, since the constructions will only be done in March 2015.
USABILITY OF THE CURRENT WEBSITE
The Vineyard plans to contact a professional website builder to build their website and webshop, but in anticipation they already registered the URL www.wijnenvanmaele.be to make sure that nobody else can use this URL.
The content that is provided on this website is limited to basic contact information: the address of the company, the telephone numbers and e-mails addresses of the CEO and two sales representatives.
RANKING & AMOUNT OF VISITORS TOWARDS THE CURRENT WEBSITE
Since the definitive website is not online yet, this company definitely has not been taking marketing actions for the website related to SEO or SEA. The website owner also is not keeping track of any analytical data.
ďƒ How to check where your website is ranking in Google using Webmaster Tools.
UNDERSTAND CURRENT DIGITAL MARKETING ACTIVITIES NOT USED
SOCIAL MEDIA PRESENCE No social media presence, only a check-in on foursquare.
CURRENT RESOURCES AND SKILLS
The Vineyard works together with an ICT professional, but there are no other persons available for website content management and catalogue management of the webshop. That’s why it will be necessary to outsource or to recruit a new employee (maybe parttime?).
MAIN PROCESSES AND INFRASTRUCTURE
1 Brick Shop, open in March 2015 Large Warehouse, situated at the same location as the Brick Shop.
ICT LANDSCAPE
As already told, The Vineyard works together with an ICT professional. This programmer developed a entirely unique program for the company in order to process information about orders, bills, customers and the stock.
This program also works on tablets. This makes data processing a lot easier for the sales team.
Proof Build sup page “ACT 1.B: internal environment” as submenu of the menu “Activities” on your webshop. Give your answers to the questions above.