Saudi Cultural Missions Theses & Dissertations
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Item Restricted Digital Transformative Project Report(University of Strathclyde, 2024) Alsulami, Abdullah; McLean, GraemeIn today’s fast-paced world, digital marketing distinguishes itself from traditional marketing techniques. This report establishes the foundational knowledge of digital marketing's importance in promoting skin and hair care in the UK. A situational analysis reveals that the premium beauty market is rapidly growing, with an annual growth rate of 8% from 2022 to 2027, driven by increased consumer spending on high-end products. The target audience primarily consists of women aged 25-45 outside the UK, seeking suitable skin and hair care treatments tailored to their needs. A SWOT analysis identifies strengths, such as low operational costs due to no initial investment, a diverse product range, and targeting a niche market segment. However, weaknesses include low brand awareness, reliance on Amazon, and limited internal capabilities due to scarce resources. Opportunities lie in the rising consumption of personal care products, favorable UK policies attracting more international visitors, the growing popularity of online shopping, and the increasing demand for sustainable products. Nevertheless, Beautise faces threats from potential changes in UK policies, economic downturns reducing consumer spending, market saturation, and intense competition from numerous competitors. The PESTLE analysis highlights a stable political environment, social demand, technological advancements, legal compliance, and environmental sustainability. Customer insights reveal that each segment has specific needs that must be addressed throughout their customer journey, emphasizing the importance of understanding and meeting these unique requirements to enhance engagement and satisfaction. Strategic goals include increasing awareness, driving engagement, boosting conversions, and enhancing the customer experience. This situational analysis provides a comprehensive overview aimed at attracting and retaining women travelers seeking skin and hair care treatments in the UK. The 6-month digital marketing strategy outlined in this report aims to attract women travelers to the UK for skin and hair care treatments through a comprehensive approach. It begins with market research and website optimization, followed by a robust content marketing plan featuring weekly blog posts, video tutorials, and influencer collaborations. In summary, achieving the goal of generating the required traffic through the website necessitates a thorough analysis of the strengths and weaknesses of the marketing plan, overcoming internal and external challenges, and executing the plan with precision and timeliness.15 0Item Restricted Enhancing Market Presence and Brand Recognition for GM Mobility in the UK Wheelchair Accessible Vehicle Market: A Strategic Marketing Plan(University of Exeter, 2024) Waznah, Mohammed; Kurian, AlbyThis report investigates GM Mobility's current standing within the UK Wheelchair Accessible Vehicle (WAV) market and presents a strategic marketing plan designed to boost brand awareness, strengthen market presence, and drive sales. Using the SOSTAC framework, alongside PESTEL and SWOT analyses, the study identifies key external factors impacting GM Mobility’s market positioning, including opportunities and challenges related to digital visibility and community engagement. Findings reveal that, while GM Mobility holds a 25% share in the UK WAV market, it faces barriers such as limited marketing resources and low social media impact. The proposed strategy prioritizes enhanced brand positioning, community involvement, and targeted digital marketing initiatives. Key tactics include launching social media campaigns, improving search engine optimization (SEO), and partnering with influencers to expand reach. Objectives are set to increase brand awareness by 50% within 24 months, achieve a 25% boost in sales within one year, and enhance GM Mobility’s website performance to improve customer experience and online visibility. Through these strategies, GM Mobility is positioned to overcome current challenges, strengthen its market share, and achieve sustained growth in the UK WAV sector.12 0Item Restricted Affiliate Marketing and Digital Maturity: Evaluation and Recommendations for an Affiliate Website(University Of Strathclyde, 2024) Medabesh, Ghadah; Nayer, DaudThis report evaluates the digital marketing strategy implemented for Dr. Cooker's website, an affiliate marketing platform specializing in kitchen essentials. The project utilized the SOSTAC model to optimize the website’s performance, focusing on improving digital maturity, enhancing user engagement, and driving conversions. A situational analysis, including SWOT, Porter’s Five Forces, and PESTLE frameworks, identified key challenges such as poor user interface and limited e-commerce capabilities. Strategic goals were set to increase organic traffic, reduce bounce rates, and boost newsletter subscriptions. However, despite increased internal traffic and engagement, the target objectives were not fully achieved due to issues in social media performance and technical delays in newsletter implementation. Recommendations include combining long-term SEO with short-term SEM strategies, improving accessibility, and implementing marketing automation tools. This evaluation provides insights for future optimization of digital marketing strategies, ensuring a more effective alignment with audience needs and business goals.14 0