Business Studies Paper on Social Media Marketing Plan

Social media marketing requires a consideration of the variables of doing business. A strong social media presence is a requirement for effective marketing via social media platforms.   In 2014/ 2015, the primary school enrollment rate in Kuwait was more than 265,000 (Oxford Business Group 2018). The figure can be deduced to be the approximate number of students who need out of home lunches in the education sector. While no organization in the nation can address the lunch needs of all the primary school students singlehandedly, providing a strategy for enabling their parents to provide the meal comfortably can be a good business prospect. EasyLunchboxes provides this opportunity through ita compartmentalized lunch boxes. However, the enterprise needs to market effectively to reach a wide customer base. It can conduct social media marketing to achieve the mentioned objective.  The business can evaluate the level of its social media presence first before proceeding to other marketing-related activities.

The social media marketing plan of the company will be carried out in seven definite steps. The first would be to conduct a social media presence audit, which would be aimed at understanding the organization’s activity on social media, exploring the targeted customer groups, and making the decision to use a specific social media platform. The company needs to know whether its social media networks are optimized and which profiles have the potential to create the greatest value. Then, it can conduct a customer profiling activity. The market that EasyLunchboxes targets comprise of parents aged between 25 and 50, who live in the U.S. Davis (2018) reports that such parents are the most likely to be active on Facebook and Twitter. As such, the enterprise should focus on the two as the main sources of business traffic. With the decision to use Facebook and Twitter, the entity should then create a social media statement. A clear mission statement would allow the evaluation of the progress of the marketing campaign.

The next step in social media marketing planning is to develop a set of measurement metrics. The ability to measure outcomes can be the distinguishing factor between success and failure since the metrics enable one to determine progress and subsequently fine-tune the journey to success. Metrics such as the reach, brand mention rates, and actual purchases can be used to satisfactorily predict success in marketing (Seo and Park 2018). After the development of an effective measurement system, the company can create content that engages, informs, and interests customers (Davis, 2018). The business will also need a social media management tool to plan and schedule posts ahead of time based on the real-time predictions of the clients’ behaviors. For sustained success in social media marketing, the organization will need to consistently track, analyze performance, and optimize social media use (Tuten and Solomon 2014). It is only then that EasyLunchboxes will succeed in its marketing prospects. For Facebook, creating user communities would enable the company to reach out to as many people as possible while Twitter would require constant engagement with the users.

Question 2: Strategies for Brand Building

Building a strong brand name requires the understanding of the business dynamics. The enterprise needs to be aware of its values, the customers, and organizational fit to the customers’ needs (Cawsey and Rowley 2016). EasyLunchboxes should focus on defining its value proposition to the customers. For instance, the entity provides compartmentalized lunch boxes, distinct from the conventional boxes which do not allow students to carry different foods in the same lunch box. This can be considered as the company’s value proposition and used in formulating the brand statements for effective marketing. A strong brand statement would be one that fits within the Kuwaiti culture, is memorable and has pointers to the organizational value proposition.

The organization can employ strategies such as listening to customers, monitoring progress in reach, engaging and empowering employees, creating attractive content for the social media sites, spreading information by word of mouth, selecting and evaluating marketing channels periodically and enhancing social media brand presence can help to enhance brand identity (Myles 2018). Knapp (1999) recommended a five-point strategy for brand identity building based on the F.R.E.D model, which is an acronym for familiarity, relevance, esteem, and differentiation. Businesses that use the social media and other marketing platforms can enhance the impacts of their endeavors through enhancing visibility and providing value propositions that are relevant to the consumer needs. In this way, EasyLunchboxes is bound to foster growth in its brand identity.

Question 3: Bootstrap Marketing Strategies

Besides social media marketing, Lester can also use bootstrapping techniques to promote her business and enhance its profitability. Various approaches are available for bootstrapping, and Lester can select among the most common of them. Lahm Jnr and Little Jnr (2005) assert that bootstrapping techniques are driven towards gaining control of available resources and efficiently utilizing those resources. Methods, such as cost reduction, are considered part of the efficient utilization of available resources. An approach that focuses on these objectives is considered to be a bootstrap approach and defined as a strategy for improving business visibility and enhancing equity. Gregory (2018) describes certain approaches for bootstrapping, which he to be considered relevant for small business promotion. One of these approaches is building the mailing list and subsequently sending out e-mail promotions. Another method is asking for customers’ feedbacks and testimonials and then monitoring the operations of the company to determine whether they fit with the customer needs and desires (Morrison 2012). Directly talking to people can also help a start-up to grow significantly in the first few years. Lester can pursue such approaches to improve her enterprise’s performance.



Reference List

Cawsey, T & Rowley, J 2016, ‘Social Media Brand Building Strategies in B2B Companies’, Marketing Intelligence & Planning, Vol. 3, no. 4: 6, pp.754-776. Available from: <>. [11 July 2018].

Davis, X 2018, ‘7 steps for an effective social media marketing plan’, Duct Tape Marketing. Available from: <>. [11 July 2018].

Gregory, A 2018, ‘Bootstrap marketing techniques every small business owner should use,’ The Balance. Available from: <>. [11 July 2018].

Knapp, D 1999, The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout your Company, McGraw Hill Professional. Available from: <>. [11 July 2018].

Lahm Jnr, RJ & Little Jnr, HT 2005, ‘Bootstrapping business start-ups: a review of current business practices.’ Available from: <>. [11 July 2018].

Morrison, M 2012, Bootstrap marketing, Bootstrap Publishing. Available from: <>. [11 July 2018].

Myles, M 2018, ‘Building a great brand: the next three steps’, Active Marketing. Available from: <>. [11 July 2018].

Oxford Business Group 2018, ‘Government reforms to change Kuwait’s education sector.’ Available from: <>. [11 July 2018].

Seo, EJ & Park, JW 2018, ‘A study on the effects of social media marketing activities on brand equity and customer response in the airline industry,’ Journal of Air Transport Management, vol. 66, pp. 36- 41. Available from: <>. [11 July 2018].

Tuten, TL & Solomon, MR 2014, Social media marketing, Sage Publications. Available from: <>. [11 July 2018].