Digital Directions Case Study
The Digital Directions case study below applies to Sections One and Two.
Case Study
Digital Directions is a social media agency offering services tobusinesses throughout New Zealand. Digital Directions focuses oncompanies who want tobuild their brands on-line using social networks as marketing tools such as; Facebook, Google+, Twitter and LinkedIn.The main services Digital Directions offers to its clients assist with establishing a profile on the main social media platforms. In addition the company provides customised training for social media marketing campaigns. Digital Directions is an agency wholly and exclusively focused on social media.
Digital Directions is based in Wellington. Members of staff range from 24 to 35 years in age. They are tertiary educated and have predominantly ITC qualifications and experience. Whilst they have expert knowledge of social media, they need advice on strategic marketing. Specifically they need advice on the analysis of their competitive environment so that they can ensure continued success for their organisation. The competition consists mainly of advertising and marketing agencies that have added social media as an offering, rather thanspecialist social media services. The main advantage the competition has relates to existing customer relationships with businesses requiring marketing support.The Marketing Manager at Digital Directions believes that they need to understand the competitive environment and the emerging industry in which they operate.
Tasks
You need to apply Porters analysis to this case study.
You need to establish the examples of sources for the Competitor analysis systems to this case study.
Study the Boston BCG matrix.
Research the meaning of sustainable competitive advantage.
