Assessment $2$

CASE STUDY

Sustainable Chick

It has now been a month since the e$-$commerce initiatives has been implemented. You have gathered

the data below on how the new e$-$commerce opportunity you implemented has performed. You now

need to analyse it to identify trends and generate insights.

E$-$commerce performance data

Month Number of transactions E$-$commerce revenue

July $299$ $$15,875$

August $325$ $$16,532$

September $376$ $$18,502$

October $438$ $$21,749$

November $487$ $$24,023$

December $589$ $$26,837$

To help you assess this performance, you have read over the marketing strategy again to refresh your

memory. You have noted the performance that was expected to be achieved by Sustainable Chick at

the end of these six months as being:

$$ Etsy store: $10,000$ transactions and $$350,000$ in revenue

$$ New e$-$commerce website hosted on sustainableclick.com: $2,500$ transactions and $$125,000$ in

revenue

$$ Other e$-$commerce initiatives $($Instagram Shopping$)$: $500$ transactions and $$25,000$ in revenue

You also read the customer reviews on the website about the new e$-$commerce initiatives:

After reading the comments on the website, what do you think is the problem?

Nat So h api

$1$ review

$4$

$6$

months ago

I$$m supposed to get $10\%$ discount says the Instagram ad$,$ where is it$???$

Dee S$.$ Appointed

$1$ review

$1$ month ago

No one$$s answering my queries!!!!

Ann Hapi

review

$1$

$3$ months ago

In fairness, customer service is good. But product??? Sucks!!!

Your Tasks:

$1.$ Clearly, you did not meet the sales expectation based on the data above. To improve the

performance of social media in the next $6$ months, explain how you will integrate social media into

your advertising, public relations, marketing, and a firm's overall business objectives, quantifying

successful integration through aligned metrics.

$2.$ Develop and implement engaging tactics for specific social media channels tailored to audience

segments $(18-24$ years old, male, and female$),$ measuring engagement through relevant metrics

$($e$.$g$.,$ Likes, Re$-$tweets, Sharing, and #hashtag mentions etc$)$ analysing social feedback to inform

marketing campaigns, customer service initiatives, and product development.

$3.$ Go to SurveyMonkey.com and create a $5-$question survey on how Sustainable Click can improve in

their products, operations, and customer service. Include the survey questions in the slideshow

presentation below.

$4.$ Create a $5$ PowerPoint presentation slides and present in the class showing at least $5$ sample social

media ads that you will use to promote the products in Instagram $($e$.$g$.,$ Reels, Stories, etc$)$