Assessment Answers of Sustainability in the Business: ACX707

Assessment Answers of Sustainability in the Business: ACX707

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Developing social media strategy to boost sustainable image
PROJECT MANAGEMENT
Executive Summary:
Companies are preparing marketing strategies i …

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Developing social media strategy to boost sustainable image
PROJECT MANAGEMENT
Executive Summary:
Companies are preparing marketing strategies in relation to time progresses, competitive
advantage, environment, social responsibilities, and customer behaviour. Analysis of case
studies help in finding out advantages and limitations of social media platform used by the
companies which are taken under consideration. Global business is achieved by
synchronizing technology, social media, and internet for thriving contradiction in fashion
industry. Fashion brands are emphasised by defining storyline and emotion to dream-line
modern fashion. This is the virtual space which is used for influencing product brand by
involving digital advertisement system. 59% of total world population is connecting with the
social media. Newer marketing practices help in creating new values and relationship among
customers. Emphasis is given on managing tangible and intangible assets and creating values
with customers. Users of social media are usually belongs to an age of 18 to 29 years. This
age group is the target audience of each fashion industry because youth are getting attracted
towards the fashionable things to become point of attraction of society. Contents are posted
on the social media platform helps in keeping customers engaged. Different tools are
involved for synchronizing customer activities so that effective call on action can be taken.
Campaigns are arranged for spreading environmental awareness program. It helps in
changing public behaviour. Tracking of customer behaviour is extremely useful for
organizing system needs and handling rising demands of customers. Planning should be done
by evaluating increment in revenue generated by the Allen-Solly in comparison to the last
year profit margins, increasing profitability and turnover, and increasing sustainability in
building long term relationship with the customers. CEO of Allen Solly wants to accelerate
turnover of the company by 50% in relation to the last year.
Contents
Executive Summary: ………………………………………………………………………………………………………………. 1
Chapter 1: Introduction …………………………………………………………………………………………………………… 3
Project Scope ……………………………………………………………………………………………………………………… 3
Project Aim ……………………………………………………………………………………………………………………….. 3
Project Objectives ………………………………………………………………………………………………………………. 4
Problem Identified ………………………………………………………………………………………………………………. 4
Our Contribution ………………………………………………………………………………………………………………… 4
Chapter 2: Context …………………………………………………………………………………………………………………. 5
Social media ………………………………………………………………………………………………………………………. 5
Opportunities of Facebook Marketing …………………………………………………………………………………… 6
Garment recycling Industry Landscape ………………………………………………………………………………….. 7
Overview of Literature ………………………………………………………………………………………………………… 7
Chapter 3: Case Study comparison …………………………………………………………………………………………. 10
Case Study analysis and comparison ………………………………………………………………………………………. 10
Chapter 4: Recommended Social Media Strategy ……………………………………………………………………… 18
About the Client: ………………………………………………………………………………………………………………. 18
Social Media Strategy ……………………………………………………………………………………………………….. 18
ETHICAL CONSIDERATION: …………………………………………………………………………………………. 20
Budget Plan ……………………………………………………………………………………………………………………… 21
Facebook Features …………………………………………………………………………………………………………….. 22
Define Target Market ………………………………………………………………………………………………………… 23
Set SMART Goal ……………………………………………………………………………………………………………… 23
Plan Content …………………………………………………………………………………………………………………….. 24
Chapter 6: Intended Outcome ………………………………………………………………………………………………… 25
Chapter 7: Conclusion …………………………………………………………………………………………………………… 27
Reference: ……………………………………………………………………………………………………………………………. 28
Chapter 1: Introduction
Sustainability in the business is achieved by managing coordination between supply and
demand of products and services. Economic condition of nation is depending on number of
manufacturing units in nation. Ranges of finite products are prepared by business
organizations to avoid wastage of inventory. Social media plays avital role in increasing
number of customers by determining their expectations. Tracking of customer behaviour is
useful for synchronizing the coordination between requirement and supply of products
(Ekstorm, & Salomonson, 2014). Promotions of products are done through blogs, sharing of
videos, pictures, and others. Companies are preparing marketing strategies in relation to time
progresses, competitive advantage, environment, social responsibilities, and customer
behaviour. Loyalty to the customers is provided by systematic management of
communication system.
Project Scope
Scope of this project is to focus on social media design strategy to resolve traditional issues in
managing supply and demand of resources to customers. Sustainability of the business is
depending on various areas such as economic, Environmental, and Social. Social
sustainability is achieved by keeping balance between work, health, and safety standard,
global climatic change, crisis management, bio-diversity, and labour management. The
purpose of this project is to evaluate efficiency of social media in synchronizing demand and
supply of products to the customers by analysing case studies. There are two case studies
which are taken under consideration named as “Social Media helping to expand fashion
industry-A case study of Zara ”and “A case study of Marks and Spencer ’ssocial media ”.
Facebook is the social media tool which is used by the companies for promoting their brand
product and attains competitive advantage. Allen Solly is the client for whom project is
prepared so that social media can be effectively used for managing wastage of fabric which
are disposed in the landfill and can be reused and recycled to denote them to charity shop. It
helps in attaining sustainability of the organization.
Project Aim
The aim of this project is to boost image of “Allen-solly organization ”by developing
effective social media strategy. Analysis of case studies help in finding out advantages and
limitations of social media platform used by the companies which are taken under
consideration. Comparison study of cases helps in developing social media strategy for
resolving marketing issues and promotions. It is useful for increasing expansion of business
profit and turnover. Our project is to give resolution to the problem of fabric wastage by
managing recycling and reusing it.
Project Objectives
Social media is becoming leading tool for enhancing marketing platform. It provides
connectivity between global and local customer. In this project, we are going to design social
media strategy for improving marketing and promotions of Allen Solly by evaluating
comparison of two undertaken case studies. Objectives of the project are listed below:
 Study of Mark & Spenser Company for using “Facebook ”social media platform to
promote products and services.
 Study of Zara Company for using “Facebook ”social media platform to promote
products and services.
 Preparing comparison of benefits and limitation of Facebook social media platform
for Mark and Spenser and Zara.
 Designing social media strategy for promoting products and services of Allen Solly
 Designing of conceptual framework for implementing social media platform in Allen-
Solly organization to enhance marketing strategy
 Reduce and reuse of fabric waste which are disposed in landfill.
Problem Identified
From the investigation of working architecture of Allen-solly organization, ithas been found
that there are some gaps in the current social media strategy used for promoting brand,
products, and services among the local and global customers. 2021-22 Annual report of the
company predicts that only 2% of sale is done by merging customers from Facebook social
media platform. Current tactic for business promotion includes scratch card policy which
provides chance to the customer for getting 30%-40% discount on the garments (Leblanc,
2020). Company is focusing on one gender only “Female ”for selling of products.
Advertisements are prepared on the concept only and do not focus on product. One of the
major problem is that too much fabric waste is generated due to differences in supply and
demand of product which created landfill (Lammi, 2014) .There are no parameters
implemented by the companies to recycling and reusing fabric waste.
Our Contribution
Analysis of case studies help in fostering the strategy to improve coordination between
manufacturing unit and marketing unit so as to manage supply and demand of products.
Focus is given on reducing and recycling of garments by increasing reachability to customers.
Sustainability is achieved by managing recycling of material. Fashion awareness programs
are arranged for improving branding of Allen Solly Company. Our project focuses on
reducing wastage of garments, recycling garments in the form of cufflinks, handbags,
curtains, handkerchief, towel, belt, socks, gloves, and others (LLveskoski, 2014). Inclusion of
fashion awareness program through social media platform such as Facebook provides an
opportunity to improve coordination between supply and demand of products and reducing
and recycling of waste garments. Facebook strategy is developed to increase coordination
between processes used for recycling, reuse, and reduce phenomenon so that prepared
cufflinks, curtains, handbags, gloves, apron, and others.
Chapter 2: Context
Social media
E-commerce websites are using social media platform to improve connectivity between
global customers. Facebook platform is advantageous to develop brand awareness, taking
queries of customers, and promoting seasonal sales. Twitter account is used for driving fan
engagement, and creating sharable hash tags. P-Interest platform provides exclusive
merchandize and organize previews. Instagram account is used for managing operations
related to sharing behind the scenes photos, creating unique and memorable hashtags,
organize contests, and integration of Instagram with product pages (Haron, and et al., 2013).
Tumblr platform provides an opportunity for visualizing content, use of multi-media content,
integration of shopping cart with the selling account. You tube channel is used for creating
short videos, and providing face to face branding of products (Hornstein, 2015). Vine
platform is used for sharing fashion tips, show aproduct in use, announce and forecast sale,
and sharing of videos. There are various advantages of using Digital media for marketing
such as providing up-to date information, having updated statistics of information, and
globalization of information (Itegi, 2015). Activities on marketing platform give 360 degree
details of information related to products in the form of customer reviews globally. It is an
effortless communication between consumers and manufacture which plays avital role in
reducing wastage of garments. Proper details of manufacturing units, number of units sold
among global and local customers, and others help in estimating wastage of garments
(Mansfield Community, 2013) .This data can be utilized in resolving problems of landfills by
coordinating with recycling units for the development of other products such as socks,
cufflinks, handbags, curtains, handkerchief, towel, belt, socks, gloves, and others.
Opportunities of Facebook Marketing
Introduction of social media helps in improving business to consumer communication.
Information about the brands, features, product details are directly shared with the end users.
It brings business loyalty. Comments and reviews posted by the consumers provide
opportunities to the business for enhancing their product quality. Sustainability of enterprise
is the essential goal which can be achieved by integrating social, environmental, and
economic factors (Loganathan, 2014) .Business decisions are taken by getting exposure of
social media account to get information about customer feedbacks.
Facebook platform is used for visualizing customer ’semotional content posted on itrelated
to products. Facebook is used for connecting friends and family to the business by sharing of
images along with text details. Fashion brands are posting their promotion plans and intended
information to the end users (Mansfield Community, 2013). Visual images and texts are able
to attract customers because itmakes use of vibrant colours which gives appealing structure
to the advertisements. Psychological impact is seen on the consumers. Hashtags are posted to
describe psychological sentiments of the consumers (Monnappa, 2017) .Target consumers are
summarizing schema of information flow by utilizing visual and textual data flourished on it.
Facebook is providing opportunities to attain sustainability in identifying fashion brand
values. Images are equipped with comments on Facebook by streamlining colour cluster.
Facebook is the common platform which provides connectivity between people and business.
There are 2.7 billion users of Facebook which connects friends and family to explore
advertisement of fashion brands. It is used for achieving specific goal by capturing attention
of the consumers through the images and text posted for advertising product (Newman, 2018).
People can find information related to the product on their Facebook page.
This platform is used for giving opportunities to manage communication with the customers.
Sharing of popular Facebook pages among users helps in developing strong relationship
between business and consumer. Competitive advantage is gained by motivating consumers
about the product quality through sharing of visual and text information (Monnappa, 2017).
Discounts and offers on the fashion brands easily attract the customer to enhance their
shopping will power. Trust and confidence is developed between the audience by reviewing
functions and optimizing web traffic. Loyalty among the customers is depending on
responses collected on the query posted by them within the limited time. Working of the
products is explained to the customers by posting videos on Facebook.
Garment recycling Industry Landscape
Coordination between supply and management of products can be effectively improved by
knowing the capacity of target audience. Customer data service is enhanced by developing
marketing strategy at lowest cost. It helps in reducing wastage of garments and apparels
because itprovides limited supply of garments according to the request raised. Long term
relationship is developed by promoting garments. Creation of Fan page on Facebook
promotes business on peer to peer system (Ortenzio, 2014) .It provides ameaningful
connection for maintaining robust presence of brand by engaging customers. Facebook
groups are created for leading connections to promote business. Strategies are developed for
resolving issues of landfill which is increased due to the accumulation of manufactured
garments. Scheduling of communication with the local authorities and arrangement of
campaign on social media resolves issues of garments wastage (Otieno, 2014). Involvement
of Facebook provides fully connectivity with consumers. Campaigns are arranged for
spreading environmental awareness program. It helps in changing public behaviour. Tracking
of customer behaviour is extremely useful for organizing system needs and handling rising
demands of customers. Fluctuations in demands are easily handled by collecting statistical
data from Facebook (Passenheim, 2015) .Reusing and recycling of products is promoted for
bringing sustainability and reducing exposure of garments in Landfills because inclusion of
Facebook in promoting digital marketing of products helps in managing marketing operations
at macro and micro levels. Wastage of apparel is having direct impact on environment
because itis resulting into filling of land, cutting of trees, and others.
Overview of Literature
Social media is the biggest platform to promote digital marketing. It is useful for exploring
products and services of the organization among local and global customers. This is the
virtual space which is used for influencing product brand by involving digital advertisement
system. 59% of total world population is connecting with the social media. It is having
commendable power to reduce cost and increase association of potential buyer. Business and
organization are keeping eye on target audience from India by seeking information about
customer ’shabits (Xie, and et al., 2021). There are various online portals are available to
circulate information to the right users at right time. It is ashowcase of product information
which can be seen by users for number of times. Direct connectivity is managed with online
account of business on Facebook, twitter, Instagram, and others. Traditionally, door to door
or face to face marketing was used efficiently. It requires involvement of physical men power.
Extra cost is incurred on arranging pamphlets, banners, and others. Televisions and
newspapers are outdated source of advertisement (Kohler, 2015). Business owners are
moving their promotion strategy on digital marketing platform. It provides expansion of
traditional methods to remain connected with customers to know their requirement and
viewpoint on the product quality and features.
Author has collected data on examining luxury fashion brands and utilizing social media
connectivity to enrich interaction with customers (Sandin, and Peters, 2018). There are two
major factors for posting activities and advertisement on social media which are categorised
as firstly, knowing customer intention, viewpoint, feelings, and other and secondly, customer
equity in using the company products and services. Research results of year 2006-2019,
shows that intended users of social media are belonging to age of 18 to 29 years (Chen, 2021).
Newer marketing practices help in creating new values and relationship among customers.
Emphasis is given on managing tangible and intangible assets and creating values with
customers. It helps in developing transparency in managing coordination between brand
promotion and customers. Product details are easily reflected to the end users. Interactive
channels are introduced to established visibility, sharing and participation of users to manage
coordination among users. Recipients are getting real time information of product (Weber, &
Lynes, 2018). It helps in bringing loyalty of organization services with the customers.
Globalization of apparel market is efficiently done by using social media platform.
Transformation of advertisement program gives positive impact on end users (Anderson,
2015). Sharing of live videos, reviews of customers, and others builds trust and confidence
among buyer which improves selling of product. Free-flow of information on the global
platform provides aprivilege to the business to foster branding and promotions.
Demonstration of social media activity is having an agenda to promote customer equity
without discrimination on the basis of gender, caste, reigion, demographic areas, and others
(Badewi, 2015). Emotional stability is developed with the customer by promoting active
participation of users. Peer-to-peer connectivity is developed with the users by increasing
reachability of product through globalization of promotion schemes and plans. It is useful for
increasing branding awareness (Bogason, & Dahl, 2015).
Facebook, twitter, Instagram, and others are playing key role in promoting brands name
among global customers. It is an open platform for fostering daily communication related to
information based on apparel industry. Users of social media are usually belongs to an age of
18 to 29 years. This age group is the target audience of each fashion industry because youth
are getting attracted towards the fashionable things to become point of attraction of society
(Carcano, & et al, 2016). Accessibility of public data is giving opportunity to collect specific
information of competitors so that strategies can be developed to achieve competitive
advantage. Certainty in relation to branding and services are rectified by developing
perspectives of potential buyers (Cousillas, 2014). Customers are getting attracted if their
need and requirement are met. Return on investment of the organization is accelerated by
involving social media advertisement strategy. Profiles of buyers are visited for inclining user
requirement and product quality. Growth of business is depending on relationship and trust
developed with customers. Communication with the use of digital marketing offers
interaction with new and potential users by identifying their requirement, likes, dislikes, and
new opportunities (Damoah, 2015). The diagram below shows comparison between old sales
model and new sales model. Social sales is depending on three frames are social network,
educate, and engage. Inclusion of digital marketing Trust and confidence of customers are
getting enhanced because of product reliability, matching interest, solving queries, and others
(Hamid, Raza, and Naqvi, 2013).
Chapter 3: Case Study comparison
Case Study analysis and comparison
In this research project, we have taken two case studies for evaluating their business
performance with the inclusion of social media platform which are named as “Zara Fashion
industry and Mark and Spenser fashion industry ”.It has been found that acceleration in
customer association is increased during the Covid-19 years when businesses changed their
marketing strategy from traditional to digital marketing because itincreases reachability to
global world. From the investigation, itis found that ZARA is afamous brand in fashion
industry. Social media is used for doing promotions and advertisement so that itcan be
explored among the global customers (Razuri, Alarcon, and Diethlem, 2014). Social media
platform is used by Zara fashion industry for posting short videos, images, text, product
design, offers, and other promotion plans. 7% of customers are increasing after every year
through the involvement of social media. 20% of increase in sale is observed by doing
marketing of products through Facebook. It reveals competitive advantage to be gained in
fashion industry. Use of digital marketing helps in lowers down budget by doing cost cutting
on advertisement because itdoes not requires extra costing to float posts on Facebook page
by creating images, videos, slogans, texts messages, pamphlets, and others (Schell, 2012) .
Evaluation of case study reveals that among 100 billion users of Facebook, 10 million users
are getting attracted towards posts related to fashion industry. Expansion of industry is
depending on giving consideration to various factors such as customer perceptions,
technology, political role, financial analysis, and others. Creation of Facebook page for the
digital marketing of the company is aligned with feature requirement in product placed by
consumers. Valuation of the apparel industry is getting optimized by implementing free flow
content on social media. Intensity of brand communities is enriched by sequencing customer
perceptions (Siriruttanapruk, and Anantagulnathi, 2014) .Virtual platform is resonating brand
recognition by indulging activities on social media. Emphasis is given on loyalty to analyse
customer perception. It helps in developing emotional stability with consumers. Free flowing
content of data is available on social media for demonstrating information transformation.
Social interaction is sequencing for connecting relationship to manage attachments for online
communities. One to one relationship is developed by examining four components such as
customer-product relationship, consumer brand relationship, customer institution relationship,
and customer-customer relationship. Customer product relationship is giving consideration
for managing tangible products and exchanging of information between brands and
customers (Sterling, 2013) .Customer brand relationship is giving emphasis on emotional
state of consumers. Consumer-institution relationship is used for reflecting relationship for
making connections to establish branding. Customers-customers relationship is used for
examining word of mouths in between customers. Integration of relationship is harmonizing
networking opportunities, virtual networked communication, and addressing interpersonal
relationship. There are five elements which focus on brand communities such as social
context, structure, scaling, story-telling, and affiliate brand communities (Taiwo ,2013) .
Mark and Spenser apparel industry was came into existence in 1884. Now days, itis having
more than 800 showrooms world-wide. Mark and Spenser organization is working on the
principle of advancement so that turnover of the company can be credibly enhanced. It has
been seen that from last decade, marketing strategy of the firm is transforming from
traditional method to digital marketing and making extensive use of social media to optimize
relationship with customers (Tan, & et. al., 2009) .Communication channels are used for
intensifying customer association. Facebook is the first choice for posting videos, information,
and other blogs about the product to gain popularity among the customers from local and
global level. Promotional activity is optimized by collecting regular feedback and viewpoints
of customers. It helps in taking right decision for developing effective marketing strategy in
the benefits of customers as well as Organization (Wilson, 2012) .It is atwo way
communication process which helps in collecting adequate their responses and enhancing
popularity of brand among the consumers globally. It is the easiest way to connect with the
friend and family of customers which means that itis helpful in broaden the target audience
window by increasing its reachability among persons associated with the traditional
customers of firm. It is found that 11% of customers are getting associated with the company
through the Facebook account (Keramatti, Golian, and Mofrad, 2016). It helps in increasing
purchasing of new garments which are being promoted on social media platform. Mark and
Spenser have moved organization in the direction of redevelopment by designing its own
intranet. It requires active participation and engagement of employees. Social media provides
acommon place to employees for posting their comments and reviews on the manufactured
products.
Research Method
Case study is prepared by collecting data from qualitative and quantitative research methods.
Sample size was around 60 among the total population of 200 per area. Analysis of Zara
brand provides an opportunity to evaluate role and benefits of social media in expanding
business premises among the customers globally. Reliability and authenticity of conclusion is
measured on the basis of primary and secondary data collected from various sources such as
interviews, questionnaire, surveys, observations, and others. Research methods which are
used for collecting data are named as inductive research and deductive research. Zara
enterprise is developing four parameters of research designs such as descriptive, explanatory,
exploratory, and predictive. Research strategy is composed of qualitative, quantitative, and
mixed strategy. Data is used for evaluating customer views, feedbacks, and suitability of
market expansion. Information on the social media helps in affecting customer buying action.
Observation method is used for observing the behaviour of customers in relation to buying
capacity which is fluctuates according to the promotions and advertisements floats on the
Facebook page. Accessibility issues are resolved by determining integrity, reliability, and
accuracy. Privacy of data is defined in terms of value, brand, and relationship.
Mark and Spenser Case study was prepared by collecting data through arranging surveys and
face to face questionnaire with the respondents. Statistical report was prepared by the
researchers to evaluate benefits achieved by customers with the adoption of social media
platform to enhance its buying capacity. Primary data is collected through sampling method,
regression analysis, and others. Reliability and validity of data are tested by performing pilot
testing.
Analysis of annual reports of Zara and Mark and Spenser provides relative information
regarding their strategy which is used for getting attraction of customers. The strategy of
Mark and Spenser is represented in the diagram below:
Figure 1:Strategic Key performance indicators of Mark and Spenser
(Source: Annual report of Mark and Spenser 2021)
Zara fashion industry is taking active step in developing their marketing plans for future.
Standard of marketing is improved from the covid-19 years to gain customer attraction with
the inclusion of online platform. Zero waste policies are developed till the year 2023. Plastic
should be eliminated completely from the company working profile so that sustainability can
be achieved by accelerating use of renewable sources of energy. The diagram below shows
the policies developed by Zara fashion brand to achieve sustainability.
Figure 2:Working policy of Zara fashion brand
(Source: Annual report of Zara fashion brand)
Zara fashion brand is the one of the biggest brand of fashion industry which focuses in
developing their legislative and regulatory policy so that political and legal risks can be
reduced. There are action plans developed which give emphasis on circular economy,
strategy for clothing, chemical strategy for sustainability, product policy, waste reduction
policy, waste management policy, environmental policy, new customer policy, and others.
The diagram shown below provides the details of various strategies and policies which are
designed by the company to achieve success and customer attraction to enhance growth and
profitability.
Figure 3:Strategic plan of Zara fashion industry
(Source: Annual report of Zara Fashion industry)
Findings
Social media provides strengthening relationship between brand and customers. Decisions are
influenced by enabling resonance among customers. It provides imaginary associations by
creating brand content. Amplification of branding perceptions is used for encompassing
customer memory. Strengthening of relationship is optimized through creative content.
Consideration is given on two ways for synchronizing relationship brand and trust outcome.
Marketing strategy is composed of non-interactive actions which are laid down to enhance
reachability of organization to the global customers. Mental and emotional state of customer
is identified to develop group so that affiliate marketing can be effectively done.
From the investigation and analysis, itis found that company had focused on gender, working
of employees, supply chain management, staff capacity, and others. 400 workers
approximately had interviewed to collect relevant information about the procedure followed
by the enterprise in designing their digital marketing strategy so that new customers can be
attracted and added to enhance profit earned. There was no worker representative in the
worker committee who come forward to proposed new working strategy so that working
capacity of the enterprise can be promoted. New opportunities are given to the workers so
that they feel themselves as apart of enterprise and give their best.
Figure 5:Graph shows Net Sale of Zara Fashion Industry
(Source: Hansen. (2015). Social Media helping to Expand Fashion Industry -A Case Study of
Zara .)
Limitations
From the case analysis, itis found that company has not focused on parameters which are
responsible for overproduction of garments because Zara brand is increasing landfills. There
is no program organized for keeping on circulating landfill garments for recycling and
reusing of waste clothes. Limited sample size was taken for collecting data in the case study
to give responses of interviews and questionnaire.
From the investigation, itis found that to optimize the promotion plans of product
manufactured by Mark and Spenser should be endorsed by celebrity because ithelps in
increasing customer attraction. It takes long time to flourish any upgraded version of apparel
collection on the social media platform. Limited samples were collected for sequencing
primary and secondary data to calculate customer association with the Mark and Spenser
brand.
Chapter 4: Recommended Social Media Strategy
About the Client:
Allen Solly is looking forward to implement new business in India in collaboration with
Aditya Birla group which focuses on collectinggarments of fabric waste which is generated
from various companies and dumped into landfills. These collectedgarments are gone through
the process of recycling and reusing of waste by converting them into cufflinks, gloves, neck
chief, and others. These recycled clothes are donated to the Charity shop to help poor and
needy people.
Social Media Strategy
Project Schedule:
Strategic Plan
The Strategic plan is to create donation centre just like ATM at every 500 meters in
metropolitan cities. Segregation of garments is done at the donation centre to transmit itfor
upcycling and recycling of garments. Cufflinks, handbags, curtains, towels, belts, and others
are created by upcycling of donated garments. Recycled garments are converted into fibre
yarn and clothing. Sustainability of Allen Solly is achieved by developing an app which is
used for recycling of old clothes. It helps in developing eco-friendly environment by reducing
the size of landfills. Allen Solly is having store in which upcycled and recycled clothes are
sold at the cheaper price. Price and cost of the garments helps in attaining attraction of
customers. Waste fabrics can be picked up from the user location. It creates organic and eco-
friendly image of the organization.
End goal of the company is to increase customer association with the enterprise. Growth of
the company is monitored by creating statistical report of the customer who are aligned with
the Facebook platform. Focus should be given on align the 3R operations which are recycle,
reduce, and reuse for resolving the issues of increasing landfill due to the generation of
Apparel wastage (Svensson, and Hvolby, 2012). Facebook platform helps in generating
statistical report of the customers who are associated with the organization. Allen Solly is
targeting india ’spopulation in implementing new business strategy and attaining
sustainability. Proactive strategy should be developed for engaging customers so that they
can get attracted to the company product. Advertisements and promotion plans should be
developed according to the requirement raised by the customers (Becker, Rosemann, and
Uthmann, 2012). Eco-friendly business plan is proposed to build sustainable image. It helps
in increasing reachability of the business to the global customer. It helps in providing relevant
information to the users with respect to donation centre. Social media is used for promoting
apps for donating garments waste for the process of recycling and upcycling. In recycling
process, garments are segregated to develop new garments from old garments like apron,
cufflinks, etc. In upcycling process, garments are segregated to develop fabric yarns and
clothing. Short videos and links are promoted on Facebook.
Garment wastes are collected from various donation centre. Collection of garments can be
done from the residential address of users by booking details online. From the donation
centre, garments are sent to the warehouse and factories where the process of recycling and
upcycling take plan. Factories are segregating garments to develop new clothes from the old
clothes such as cufflinks, neckerchief, and others. these new recycled garments are donated to
the charity shop and delivered to the Allen solly store to sale them at lowest price. This helps
in creating eco-friendly image of the organization. Collected garments are divided into
upcycling and recycling process. Upcycling of the garments means that converting old
clothes into yarns and clothing to create new designs. These newer design clothes are
delivered at Allen Solly stores to sale itat lowest price. Creation of the new merchandise
from the old clothes is carried at factories to give Allen Solly branding. New clothes are sold
at lowest price to build sustainable image of the organization.
Figure 6:Strategic Plan for implementation of Facebook Digital marketing Channel for Allen
Solly
(Source: Self-Made)
ETHICAL CONSIDERATION:
Social media strategy is developed for increasing customer strength and achieving
sustainability. Implementation of social media platform helps in fostering image of the Allen
Solly. Ethical consideration should be given on collecting information about the target
audience so that requirement of the customers can be satisfied. Secondly, bias and conflicts
between the employees should be managed at first hand by imposing grievance handling
program. Thirdly, focus should be given on maintaining privacy of employees and customers
on the social media. Their confidential information should not be disclosed. Transparency
should be managed for pertaining ideas and thoughts. It also helps in attaining sustainability.
Content on the social media should be authentic and verified. Ethical code of conduct is
useful for gaining prosperity and building brand image.
The graph below shows the predictable growth of Allensolly by the implementation of social
media strategy:
Budget Plan
Particulars Cost
App Development $21,000
Donation centres $25,000
Trucks and others for collection $10,000
Transportation cost to Warehouse $12,000
Transportation cost to Segregation and
manufacturing centre
$10,000
Transportation cost to Charity shop $5,000
Transportation cost to Allen Solly Stores $8,000
Total Cost $91,000
Facebook Features
Facebook is the digital platform which provides opportunity to the business to extend its
reachability among global and local customer which results in extending and upgrading
turnover of the enterprise. Facebook is having following features which make itmost
predominant tool to be used for increasing marketing agenda:
1. Integration with the third party: Facebook provides an opportunity to tag third party
for making event tracking. There are various tagging tools which are associated with
the Facebook named as Google tag manager, Woocommerce, Magneto, Shopify, and
others (Hasnen, & Mujahid, 2021).
2. Pixel Helper: A good quality image or videos helps to attract customers and enhance
their willing power of shopping. It helps in raising their interest in the product.
Involvement of pixel helper helps in analysing quality of image and videos before it
launching on the social media platform.
3. Creation of common hub: Hub provides aplatform where we can test the performance
of videos, image, and others. Slide show and interactive videos are troubleshooting on
the hub before launching itpublicly.
Optimize Page to drive engagement
Facebook page is optimized by giving emphasis on end outcome, objectives, and return on
investment. SMART goals are designed so that framework activities are created as per
requirement and outcome (Bergstrand, 2020). Preparation of action plan helps in giving better
results. Meaningful metrics is prepared by keeping track on audience demand, engagement of
customers, click made by them, tracking of network traffic on the website, and others. Goal
of implementing social media platform are bringing awareness among customers about the
Allen Solly brand, making engagement plans for increasing number of customers, driving of
customers help in increasing company sale, and building strong relationship with customer by
bringing loyalty and providing good services. Facebook page should be created by giving
emphasis on the target audience in relation to their age, demographic areas, income, interests,
and others. Statistical data of audience is collected from the Facebook database to determine
active users. Age is the major criteria for differentiating customers and identifying demands
of target audience (Frederick, 2019). New opportunities are designed through implementing
competitive analysis. Auditing report of the social media is prepared for keeping track of
accounts, business products, reviews, and perceptions, decision factors, profiles, and other
give aclear picture of branding recognition and customer demand.
Define Target Market
Allen-Solly enterprise is planning to extent new digital marketing strategy so that their
reachability to the global customers can be enhanced. Contribution of target audience plays
an important role in recycling of fabric waste because they will provide garments waste to the
garments collection centre. Social media platform provides the information related to
garments centre near to their location. India is the highly populated country and having vast
strength of poor and needy people. Therefore, Allen Solly is targeting india ’spopulation in
implementing new business strategy and attaining sustainability. Target market for the
organization is youth belonging to the age of 20 to 40 because 75% of Facebook users are
coming under the category of 20 to 40 years. Inclusion of Social media platform such as
Facebook is used for providing information about the garments centre which is nearest to the
location of the user.
Set SMART Goal
SMART GOALS
SPECIFIC Specific goals are designed by the enterprise for the growth of
business. Inclusion of digital marketing program helps in accounting
and tracking nearest garments centre which helps in reducing
landfills occupied by the fabric waste generated by various
companies and users.
Measurable Specific goals which are added to the organization policy and
strategy should be measured in relation to profit, margins, growth,
customer association, revenue generated, and others. 50% of revenue
should be increased from the past year.
Attainable Goal should be realistic and feasible so that its attainment can
enhanced the momentum and growth of business in terms of profit,
revenue, return on investment, and customer alignment.
Relevant Strategic goal developed should be relevant to organization goal.
Risk management plan, cost management plan, stakeholder
management plan, resource management plan, and others should be
relevant according to the business demand.
Time-bound Time management plan is the important step for the successful
implementation of business strategy. Each planned activities should
be completed within approved time line.
Plan Content
Planning is the core step to execute strategy to achieve end outcome. Focus should be given
on defining purpose and direction of the working activities to achieve the goal within the
measurable time and cost. Scope, resources, time, and cost are the four basic factors which
has to be considered for achieving business goal (Jin, Miao, & Park, 2018). Fundamental
changes are made in analysing and improving business objectives to attain platform of digital
marketing. Planning should be done by evaluating increment in revenue generated by the
Allen-Solly in comparison to the last year profit margins, increasing profitability and
turnover, and increasing sustainability in building long term relationship with the customers.
CEO of Allen Solly wants to accelerate turnover of the company by 50% in relation to the
last year. Sustainability of business is depending on customer relationship from local and
global areas (Plastow, 2018). Business plan is prepared which focuses on implementing
Facebook for providing information about the garments centre to the users so that they can
dump their waste fabric in donations centre instead of dumping in landfills. Segregation
collector truck will carry fabrics from the centre for the process of recycling. Fabrics are
recycled into new cufflinks, gloves, neckerchief, apron, and others which are donated to the
charity shop so that poor and needy people can use it.
Chapter 6: Intended Outcome
Visualization of products and services of an organization is attracting target audience for
longer time because image is getting perceived in their mind. Recognition of product feature
gives aplatform to extent return on investment of firm. Graphically designed post on
Facebook is used for promoting products. Appealing content on Social media platform is
providing realistic enhancement in customer association which results in reducing wastage of
manufactured product by keeping balance between supply and demand products and services
(Ennouri, 2013) .Expansion of business is done by making connectivity between new clients.
Marketing strategies are developed for categorising probabilities and interest of customers.
The diagram below shows the implementation of Facebook marketing used by Allen Solly
for managing their promotion of products.
Figure 7:Facebook Marketing
(Source: Google Image)
Goals of digital strategies are achievable, measurable, realistic, timely, ethical, specific, and
reachability. High probabilities of interest are used for identifying customer association with
the organization manufacturing process. Feedback process is used for collecting responses in
relation to positive and negative outcome. There are various methods which are used to retain
customers such as creating social network, developing awareness program, sales increment,
incentives given to customers, and others (Gupta, 2019). After analysis of the case study and
other literature data, ithas been evaluated that net growth and sale of the companies is getting
increased during the Covid-19 years as compared to the normal years because In the period of
Covid-19, companies have adopted digital marketing platform to remain connected with the
customer on the global platform. From the graph below, itcan be estimated that with the
implementation of social media platform and digital marketing plans help in accelerating
growth of company because itprovides connectivity with the global customers.
Figure 8:Comparative analysis of sale during 2019 and Covid 19 year 2020.
Chapter 7: Conclusion
It is concluded that sustainability of Allen Solly can be achieved by managing ranges of finite
products which are prepared by business organizations to avoid wastage of inventory. Our
topic which is reuse and recycles garment waste, is helping to reshape the image of client
Allen Solly. It helps in attaining sustainable image. Analysis of case studies help in finding
out advantages and limitations of social media platform used by the companies which are
taken under consideration. Global business is achieved by synchronizing technology, social
media, and internet for thriving contradiction in fashion industry. Fashion awareness
programs are arranged for improving branding of Allen Solly Company. Social media is
becoming the platform of fashion industry for promoting their products. Target audience is
divided on the basis of gender, demographic areas, age, products, and responses posted by the
customers from India. Customers are addressed directly by these digital platforms to enhance
product branding and adding values to the business. There are various advantages of using
Digital media for marketing such as providing up-to date information, having updated
statistics of information, and globalization of information. Implementation of proposed
Facebook strategy helps in reduction of apparel waste in the form of neckerchief, gloves,
cufflinks, and others. These reduced products are provided to the charity shops which help in
building sustainable image of Allen Solly among the global customers. Videos are created for
motivating users to dump their old clothes and waste fabric at the garments centre only so
that poor and needy people get itbenefits. Psychological impact is seen on the consumers.
Facebook is providing opportunities to attain sustainability in identifying fashion brand
values. Images are equipped with comments on Facebook by streamlining colour cluster.
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