Products and Services Offered

The report helps in analysis along with research of the hardware organization named Door Handle Company that is based in United Kingdom. The company deals with handles of door, knobs of doors, door furniture along with locks and latches. Door Handle Company is one of the active organizations since the last 25 years. The respective company Door Handle Company is located in Unit 2, Waterfall Trade Park, Stancliffe St, Blackburn BB2 2QD, United Kingdom.

The company is one of the door hardware organization that sells different kind of products that includes the door knobs, furniture of the job along with latches of the door as well. For the different individuals who are staying near the respective organization, it is essential for them to buy the products related to doors along with cleaning supplies. As per the financial statements of the respective company, it is seen that the net profit along with the revenues of the company has increased from the year 2016-2017.

It is seen that there are huge number of visitors who were closely located at Waterfall Trade Park, United Kingdom and this has led them to miss out the different kind of opportunities to sell their products to the customers. The respective company named Door Handle Company is an old DNA organization as there is lack of technological kind of advancements in the company. The website of the organization was not so strong in nature as there was no such social media presence along with decision-making tools for analysing the views of the customers. There are huge opportunities for the respective company to use the technology in an effectual manner as this can optimize their skills of the product line and gain competitive advantage (Tiago and Veríssimo 2014). 

The usage of the technology done by Door Handle Company is limited in nature in handling the entire process of the business. The limited usage of the technology is not being used by the respective company in creating proper relationship with the customers along with promoting their products through different kind of advertisements as well (Taiminen and Karjaluoto 2015). Proper online research will help the company in making the customers understand the location of the respective store, contact number of the store along with providing knowledge about their opening and closing hours as well.

It can be seen that the Door Handle Company do not apply the different kind of new DNA techniques and they are focusing more on the old DNA wherein they are not able to use the technology effectively. It has been seen that old DNA strategies are used by the respective company wherein they are not able to gain proper competitive advantage in the entire market. The respective organization do not use any kind of social media sites or other kind of websites wherein they are not able to focus on the customers as a whole. It is seen that the company needs to apply the social media marketing strategies as this will help them in solving the Old DNA techniques and focus more on the new DNA strategies as well in the market. The range of the products is based on the history of their selling that will help in measuring the quantity of the sales. It has been seen that Waterfall Trade Park has more than 35 m visitors who visits per year and the entire surroundings has more than 6500 residents approximately.

Financial Statements

According to Baker and Saren (2016), Door Handle Company is accurately known by the different neighbours who are staying near the store and the number of commuters is less in nature. When the company do not have any kind of online presence, it means that the company is lacking in presenting their presence among the potential kind of customers. As per Chaffey (2016), there are different kind of factors that is included in nature that is known as New DNA marketing. This kind of marketing relies on the usage of the technology as this will help in gathering information and this will help in optimising the decision making of the company as well.

These kinds of big data are collected with the help of in-store information technology systems along with analytics of web and online presence. The marketing of the new DNA will help in increasing the influence of the customers in the decision-making process of the company. The digital marketing helps in showing the technology that includes social media that can be used in order to create long term relationships with the customers and this has been acted as the growing factor in the buying behaviour of the different customers as well. Proper and long-term relationship has helped the company in making the different tasks more profitable in nature. 

However, it is seen that the respective company is not focusing on the new DNA and they are still utilizing the old DNA factors wherein it is affecting their brand image. Due to the usage of the old DNA strategies, the respective company is not being able to utilize the social media networks for attracting the customers. It is seen that the company is not being able to understand the requirements of the customers and the customers do not have much knowledge about the different availability of the different products as well.

Proper creation of the online presence is essential in nature for Door Handle Company to remain competitive in nature. According to Holliman and Rowley (2014), the global sales will be increasing on a yearly basis. This is combined with the customers by making the decisions before purchasing a proper product by analysing the buying behaviour of the other customers, and for this reason proper online presence in the entire market. With no such presence on the internet, Door Handle Company cannot be able to stay competitive in nature in the ecommerce market that is growing in nature and provides cheap prices and home delivery as well.

Opportunities and Challenges

As the Door Handle Company is not being able to use the social networking sites along with other internet tactics, it is not being able to compete with the other competitors in the market. The company do not have proper and accurate knowledge on the marketing techniques and this is affecting their brand image as well. Proper ascertainment has to be done effectively wherein marketing is required to make the consumers aware about the different products and services and this will help them in gaining customer presence on the different objects sold by the company as well.

 Firstly, having an official site is one of the best tools that will help in informing the different customers about the different promotional events, information of the contact of the shop along with providing information about the range of the products and more. As the Door Handle Store is cluttered in nature, the proper availability in the website will help the customers in determining whether the products that is wanted is available in the store or not.

Järvinen and Karjaluoto (2015) has helped in showcasing the different kind of benefits of the search engine optimization (SEO) strategy. With the help of the search engine optimization, the respective company will be able to increase the online kind of visibility about the different kind of products and services and this will help them in increasing the engagement among the customers and indicate the trends of shopping as well.

Proper creation of the website helps in allowing for analysing and collecting the data as this will increase the knowledge about the company of the customers along with the buying behaviour of the customers. With the analysis of the data, it will help the customers in anticipating the kind of product with higher sales as this will help in optimizing the inventory and self-space as well (Shankar et al. 2016). The respective website of Door Handle Company will help in promoting the awareness regarding their brand and this website will help in increasing the knowledge of the customers of the store. Proper branding between the website along with the store will help in increasing knowledge about the website among the customers and this will create unique branding due to long history.

Secondly, Door Handle Company has to create social media presence and the social media sites such as Facebook is the cost-effective tool that will help in manging the current along with the potential customers.  With the help of the social media, the companies will enable customer experience management that will help in understanding the optimizing the experience of the customers. Having the strategy of Customer Relationship Management, this will help in keeping a record of the interaction of the customers along with incentivising the loyalty of the customers.

Technology Adoption

Poor online communication technique will lead the customers to leave the job in the respective company for another competitor who is more competitive in nature. Door Handle Company faces major competition in comparison to the competitors that includes Flipkart or eBay, that helps in offering the customers satisfaction along with proper home delivery services. In order to retain the customers in the market, it is essential in nature for Door Handle Company to put in lot of efforts both offline along with online to create shopping experience that is better in nature.

 In order to compete against the different competitors, it is essential in nature for the company to offer different kind of services to their customers that is personalized in nature both physically along with online services as well. The old DNA techniques include the shopping will be done by the company in an ineffective manner by providing advertisements in television along with words of mouth of the customers to the other customers. In order to provide recommendations, proper explanation of the different products and services along with their usability is required in nature as this is the great tool for increasing the turnover of the company as well. With the proper usage of the social media, it will help in allowing to collect the data along with implementation of the efforts of the target marketing as well. As the visiting rate of Waterfall Trade Park, Stancliffe St, there are different kind of opportunities as this will help in recognition of the brand with the daily commuters.

It is recommended that the respective company needs to create different kind of videos about the products and services that is provided by them to the customers through Facebook along with YouTube. As per the different survey that is presented by Spiller and Tuten (2015), demographics of the individuals who have the capacity to use the media that is video powered as this will help in creating recognition of the data as well.

The largest portion of the New DNA marketing that is the collection of the data and the online presence will help the respective company in increasing the knowledge of the customers and optimizing the decision-making process as well. However, it is recommended to Door Handle Company to utilize the inventory system that is sophisticated in nature as this will help in making the store less clumsy and cluttered in nature as well.

Strategies for Improving Online Presence

These kinds of services will help the company in making the experience of the shopping of the customers more effective in nature. The data of the sales will help in indicating the different kind of seasonal trends along with assuming the consumer behaviour in an effectual manner as well. With the help of collection of data, this will help in targeting the promotions with the initiation of the age, online activity along with profession. 

Krajewski, Malhotra and Ritzman (2015) has helped in dividing the process of the segmentation, targeting and positioning into three different kind of segments. Firstly, the respective company has to identify the separate group of the different customers with the similar kind of attributes that will help Door Handle Company in terms of the geographic location, age along with lifestyle. This kind of stage is known as segmentation of the market and the behaviour of the different customers will be identified with the help of the segmentation. This kind of function is performed as this will help in making efficient kind of decision making process.

This kind of decision making process will help in satisfying the different needs of the customers as well. The entire segmentation can be divided with the help of micro and macro segmentation and macro is defined as the less specific group, whereas the micro segment is the most advanced kind of group of the customers that has to be attracted in an effectual manner. The second stage or the targeting is wherein proper assessment is required to be done as this will help in meeting the valuable requirements effectually.

The targeting process is essential in nature in the organizations as this will help in assessing the requirements of the customers and this can be done after the profitability gained by the company along with increase in the size of the market and competition. The stage of targeting helps in involving the channels that will be required to be analysed with expansion of the promotional activities as well.

The last stage is the brand positioning and this involves the separating the products from the different competitors in the market as this will help them in convincing the customers in the market to buy the different products and services. This kind of service is done with the help of creating few marketing specifications of the different products and this helps in creating preference with the different customers. This kind of positioning is done with the help of specifications along with analysing brand preferences of the customers as well.

Enhancing Customer Engagement through Social Media

In the interview taken by me of the Door Handle Company, it has been clear that that the company do not have proper STP strategy. The customer base of the company is less strong in nature and it is based on historical nature. The store is focused on selling specific goods as per the purchase needs of the customers (Charlesworth 2018). The characteristics of the customer preferences vary from one another and the company do not make any kind of effort to promoting the different products to their customers as well. It has been clear from the interview that helps in providing product knowledge as well. However, the segmentation is limited to meet the requirements of the customers in the neighbourhood.

In have observed that their customer base includes both normal and professional kind of customers. The professional customers include plumbers and builders, on the other hand, normal customers include individuals wherein clothing along with appearance are not linked with any specific profession as well. With the new STP strategy, the company could be able to increase their sales in the market and increase the satisfaction among the customers as well. Proper promotional events have to be conducted by the company as this will help them in gaining competitive advantage in an effectual manner. 

Shankar et al. (2016) has helped in mentioning that the marketing mix was coined originally by Neil Borden. The marketing mix helps in mixing the different kind of ingredients in such a manner that will help the company in fitting with the requirements of the customers. The 4Ps of marketing is helpful in analysing the different components that are as follows:

• Product is defined as the service or the goods that helps in meeting the demands of the customers and it includes factors such as services along with packaging
• Place is the process through which the different products and services is assessed by the consumer. This includes different channels of distribution along with applications and websites (Spiller and Tuten 2015)
• Price is the cost of the product or the service for the customer and it includes cost, strategy along with discounts
• Promotion is the analysing the value of products and services and it is viewed by the possible customers as well.

The 4Ps of the marketing can be further be segregated into three more Ps that include the following:

• Process: helps in describing the value of the process wherein business will deliver service through flown of different procedures along with activities  
• Physical Evidence: are the physical cues wherein the customer relies as this will evaluate the service that is marketed before purchasing items (Rowley 2016)
• People: are the one who emphasises wherein the service of the customer is vital part of the interaction of the customers and this will create value

Proper relevance of the Ps is essential in nature in the organization as this will help in strictly following the same and gaining competitive advantage as well. Kannan (2017) has helped in mentioning more Ps that will be required in the 21^st century for marketing.

• Personalization is referred to the options of the customers as this will help in customizing the product in own manner. Suppose when an individual will buy a product, this will help in analysing the different specifications of the same
• Participation is wherein the customers play a major role in the part of brand. Proper campaigns will help them in analysing the strengths and weaknesses of the brand along with the product as well
• Peer-to-peer is wherein there is usage of networks as to create community for the customer. Proper creation of the community of customers will help in involving the customers and creating engagement of customers as well.

The other issue is the flexibility in the 4Ps of marketing wherein this will help in analysing the different strategies in comparison to the other competitors. It is seen that Door Handle Company apply marketing mix to a certain extent. The product line is based on previous sales and they offer variety of goods and services for a broad customer base. The company do not offer the competitive pricing technique in comparison to the other competitors and there is no implementation of online shopping options as well.

The respective organization needs to implement different promotional strategies wherein the staff knowledge is essential in nature and this will help them in implementing different other options of online and offline shopping as well. Personalization is essential in nature as this will help in acknowledging different customers and this can be done through peer-to-peer system as well. 

Conclusion 

Therefore, it can be concluded that there are different merits for business that will help in adopting a new DNA marketing strategy. With the usage of the technology, it will help in optimizing the product range along with targeting valuable customers. Proper promotion of the interaction of customers is essential in nature as the new DNA will help in incentivizing the new and higher engagement from different customers in making the company able to make different kind of decisions related to marketing. However, it was seen that Door Handle Company do not implement new DNA marketing technique and there is no such online presence as well.

Therefore, it can be recommended that Door Handle Company needs to create online presence of their company as this will help in creating proper presence on different Facebook pages along with in Instagram. This is one more cost-effective techniques as this will create effective understanding of the different customers and promote the business as well. With the help of social media such as Facebook, using the search engine optimization, this will help the company in interaction with the different customers and optimize their business strategy as well. With the help of social media CRM strategies, this will create great customer service and incentivize the customers and the brand identification will help in optimizing their brand as well. Proper investment of the information technology will help in collecting more data sales increasing the turnover of the employees effectively as well.

 Through the different social websites, this will create great brand awareness and this will help the company in solving the issues in an effectual manner and they will gain competitive advantage in comparison to the other competitors in the market. The Facebook page will help the Door Handle Company in understanding the promotional and 4Ps strategies that will help them in gaining knowledge on the different techniques and apply them in an effectual manner. 

References

Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.

Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media Marketing.

Charlesworth, A., 2018. Digital marketing: A practical approach. Routledge.

Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.

Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Krajewski, L.J., Malhotra, M.K. and Ritzman, L.P., 2015. Operations management: processes and supply chains. Pearson.

Rowley, J., 2016. Information marketing. Routledge.

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S., 2016. Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, pp.37-48.

Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), pp.114-126.

Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital and social media opportunity. Journal of Marketing Education, 37(2), pp.114-126.

Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother? Business Horizons, 57(6), pp.703-708.