Master Thesis: An E-Marketing Plan For FORTEKS Fordonsteknik i Stockholm AB: A Hands-On Approach. Project Examiner Peter Sjödin

Transcription

1 Master Thesis: An E-Marketing Plan Fr FORTEKS Frdnsteknik i Stckhlm AB: A Hands-On Apprach Prject Examiner Peter Sjödin KTH Supervisr Lena Ramfelt Industry Supervisr Rgeri Shimmri Student Gökhan Dgan Curse IK223X / Spring / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

2 Secnd Iteratin Reprt Reflectins and Insights Published: April / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

3 SECOND ITERATION REPORT... 2 REPORT PURPOSE... 4 OBJECTIVES REACHED... 4 ADHERENCE TO PLAN... 7 PROBLEMS AND LESSONS LEARNED... 8 RISK ASSESSMENT... 8 FUTURE DIRECTIONS... 9 SCHEDULE / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

4 Reprt Purpse The fllwing reprt is a dcument that is used as a means f frmal reprting n the status r/and the prgress f the master thesis t key stakehlders, including the academic supervisr, industrial supervisr, and the examiner. As stated in the Prject Plan, the thesis wrk is cmpsed f tw iteratins and the secnd f them is als cmpleted as f tday. S this reprt includes reflectins upn the cmpleted iteratin. Objectives Reached The bjectives f the secnd iteratin have been defined in the Shrt-Term Actin Plan 2 that was published n 30 th March Table 1 depicts the bjectives and their statuses: 4 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

5 Actin Imprve Ggle Ads Campaign Respnsi ble Target Indicatr Time Frame Status as f Gökhan 60 clicks / day (March:~35) Daily Clicks End Of April ~110 clicks / day (%83 increase) Increase Visits Gökhan 3000 visits / mnth (Visits fr March: 1565 visits) Visits in Ggle End f April 2514 visits ( 3279 visits are expected till the end f the mnth) Increase Unique Visitrs Gökhan 2200 unique visitrs / mnth (Unique Visitrs fr March : 1202) Abslute Unique Visitrs in Ggle End Of April 2190 unique visitrs (2856 unique visitrs are expected till the end f the mnth Decrease Bunce Rate Gökhan %50 Bunce Rate (March: %55.58, Feb:%59.70,Jan:%57.35) Bunce Rate in Ggle End f April %49.67 Bunce Rate (April 1-23) Increase Visitr Lyalty Gökhan %11 2 times visitrs (March: %8.29) %5 3 times visitrs (March: %3.70) Visitr Lyalty in Ggle End f April % times visitrs % times visitrs (March: %3.70) Create a Facebk Grup abut Frteks Gökhan Have 50 members in the grup Number f Members End f April Dne Create Blg Psts Kristian Write at least 3 psts / week. Number f Psts n the Every Week 7 psts in three weeks 5 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

6 Blg Identify ther blggers in the industry Kristian Find 5 related blgs / week Other Blgs Every Week? Cnnect with ther Blggers Kristian Be Linked frm 5 websites Incming Links End f April We had incming traffic frm 3 different websites Cmment n ther Blgs Kristian 2 cmments / day Being cmmented by the thers Every Day? Imprve the Prduct Descriptins Rgeri and Magnus(?) Vivid Wrkshp Data prduct page s bunce rate %60 (Current : %76.03) Bunce Rate and Exit in Ggle A.S.A.P in April Create Prmtinal Vides fr Yutube Rgeri, Gökhan, Kristian 4 YuTube Vides with 100 views / each (1 Vide / Every week) Number f Vides and their views End f April Vides have been recrded and will be edited this week. Create Offline Marketing Rgeri Netwrk with peple frm the industry Wrd f Muth Frever Sld the inventry Write tw-paragraphs descriptin f what Frteks is ding.(in Swedish) Rgeri Tw-paragraphs descriptin N/A A.S.A.P Dne 6 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

7 Adherence t Plan S far all the actins and the reprts have been cmpleted accrding t the dates that have been specified in the Prject Plan. Deliverables Due Date Delivery Date Deliverable Status Situatin Analysis Reprt Cmpleted Shrt-Term Actin Plan Cmpleted New WebShp Cmpleted First Iteratin Reprt Cmpleted 2 nd Shrt-Term Actin Plan Cmpleted Secnd Iteratin Reprt Cmpleted 7 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

8 Prblems and Lessns Learned The Frteks blg des nt seem t have much interactin with the ther blggers wh write abut similar tpics. This can be seen frm the traffic stats that we d nt get much traffic frm ther surces than Ggle. It is gd t get rganic traffic frm Ggle but if the majrity f the traffic cmes frm the Ggle Adwrds campaign it is nt a favrable situatin. And this is the case right nw. S we must make friends with the ther blgs and websites in the industry. E-marketing is an n-ging activity and des nt give results at day ne. S the team marketing team must stick t the gals and strive fr the success by benchmarking the website with the cmpetitrs. Risk Assessment Risk Mitigatin Strategy Cntingency Plan Financial Crisis Keep the cash-flw Cut csts Selling the wrng prducts Try t find ther partnerships Change the prduct line 8 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt

9 Future Directins Frteks shuld stick t the gals and cntinue in this directin with their e-marketing activities. Schedule Nw that the Secnd Iteratin Reprt is published, I will mve n t the last part where I will be putting tgether the drafts and start writing the Final Reprt. 9 / 9 A part f the E-Marketing Plan fr Frteks AB First Iteratin Reprt