In analyzing the environment, the model focuses on five vital areas: new entrants’ threats, buyers’ bargaining power, bargaining power of suppliers, competitive rivalry, and substitute threats (Bright et al., 2019). Michael Porter presents the five forces model as a tool for analyzing a firm’s external microenvironment. The external analysis incorporates both macro-and micro-environment analysis. The external analysis aims to identify the industrial threats and opportunities that influence growth, volatility, and profitability (Bolland, 2017).
The external analysis involves analyzing environmental activities that a business considers vital in shaping its industry dominance and overall operations. Therefore, this paper seeks to coin Moonpig’s digital marketing strategy by analyzing its external environment and the buyer personas. According to Chaffey and Ellis-Chadwick (2019), a digital marketing strategy aims to enhance continuous awareness by providing, monitoring, directing, and helping sellers achieve their sales volume increase objective. For Moonpig to realize its mission, vision, and overall strategy, it needs to venture into an appropriate digital marketing strategy that integrates technology to data science and artificial intelligence, necessary for continuous awareness improvement. The company’s primary aim is to achieve its strategy of becoming synonymous with gifts and be the preferred gifts needs destination in the retrospective market (Moonpig, 2021). The organization’s vision is to become the only place where customers find an outstanding way of making every occasion and moment special. Moonpig’s mission is to help in connecting people and creating memorable moments. Moonpig comprises the Moonpig brand operating in the United Kingdom and the United States and Greetz brand that operates in the Netherlands. Moonpig aims at satisfying heartfelt life moments market gap that incorporates birthdays, new arrivals, and surprise engagement. The company focuses on selling personalized gifts, greeting cards, and flowers. The company’s head offices are located in London and Guernsey. Moonpig is an internet-based business that focuses on creating and retailing gifts and cards purposefully to celebrate heartfelt life moments (Moonpig, 2021).
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