Business Master Plan: Milestone 1 for an e-marketing service’s expansion plan Following the MT6651 course – Strategy and Policy Master of Management Anh Quoc Nguyen National American University Introduction In this current globalized contest, compounded by the rise of digital marketing, wherein almost everything can be done over the internet, the number of Internet users has relatively increased to over 3.2 billion in 2015 with a dominant trend of mobile connectivity from smartphones through high-speed cell’s broadband (Davidson, 2015). As such, the internet marketing economy, also known as “e-marketing”, has become more important for small business, especially start-up companies, in order to deliver better-appealing messages to their market segmentation through a variety of online channels on the world-wide-web. Interestingly, scholar writers Roberts and Zahay (2012) affirmed that e-marketing helps to better search information, collect data, enhance customer …show more content…
The first milestone of the master plan is dedicated to delivering a brief introduction to the business, its mission statement, the competitive landscape of the industry, and the expansion plan of the firm. The targeted business description The business, with its main focus on start-up business, delivers the internet marketing solutions that include web design and social media marketing management. Its mission statement is clear and appealing as “we love to work with small business as we all grow together”. When it comes to competition, the direct competitors of the firm are traditional marketing channels such as the print advertisement, newsletter, billboard, television advertisement, radio ads, and the ancient flyers (Danaher & Rossiter, 2011). Possible competitive