Foodprint Report: Foodprint’s strategic paths and digital opportunities – Analysing business model, value cocreation and the digital customer journey BU

Foodprint Report: Foodprint’s strategic paths and digital opportunities – Analysing business model, value cocreation and the digital customer journey

BU

Click here to Order a Custom answer to this Question from our writers. It’s fast and plagiarism-free.

Report: Foodprint’s strategic paths and digital opportunities – Analysing business model, value cocreation and the digital customer journey

BUSMGT 755: STRATEGIC DIGITAL MARKETING

Quarter One 2022

Overview

This individual assignment counts for 40% for your overall grade. The purpose of this assignment is to develop strategic paths and digital opportunities for Foodprint as a foundation for the firm’s digital marketing strategy.

Foodprint’s mission is to reduce food waste by developing a digital platform that connects eateries with customers. According to Foodprint’s research, “in New Zealand alone, cafes, restaurants and supermarkets produce 50,000 tonnes of food waste. Over 60% of this is completely avoidable” (Foodprint, 2021). The Foodprint platform strives to address this environmental problem by allowing customers to purchase food from eateries (that is still in good quality but will be wasted if not consumed) at a lower price. Strategically, Foodprint wants to connect and engage with customers in New Zealand and increase online sales on the digital platform. You will support Foodprint and develop strategic paths and digital opportunities for a target market in New Zealand.

You will analyse Foodprint’s (1) business model, (2) value cocreation processes with and among different stakeholders, (3) digital customer journey and (4) prioritize and think through Foodprint’s digital business opportunities using rapid prototyping.

This assignment is for you to experience the thought processes and tasks required to assess the foundations for a digital marketing strategy.

The theoretical frameworks of service-dominant logic, digital/platform business models, design thinking and (mobile) web design as well as your experience from the client briefing and the two design thinking workshops will allow you to apply what you have learned to assess the strategic paths and digital opportunities for Foodprint in New Zealand. Further, your desk research about the industry and competitors in New Zealand will provide a solid basis for your report.

This assessment and the design thinking processes are quite similar to what is done throughout advanced marketing organizations and allows you to gain valuable practical experiences. We will run the design thinking workshops digitally, using a software called Miro. This software is used by leading digital design agencies and thus, gives you additional skills to work in increasingly digital environments.

Content guidelines (four components)

The following questions should be answered in your report:

1. How does Foodprint work? Describe the business model of the firm.

2. Map different stakeholders of Foodprint and describe how they cocreate value through and with Foodprint?

3. Evaluate the digital customer journey of your target customers based on design thinking. Analyse potential activities, touch points, pain points and needs of these customers, which result in digital opportunities for Foodprint.

4. Prioritize these digital opportunities and design a rapid prototype for one of the prioritized digital opportunities.

Specifications report

1. Intended audience: The report should be written as if you are submitting an analysis as a digital marketing consultant. The Director and Founder of Foodprint is the intended audience. Use professional language and show proper usage of marketing terminology.

2. Word count and references: This report should be 2000 words ± 10%. Your word count will begin with the executive summary and will end before the references. Figures, graphs and tables and the appendix are not considered for the word count. Reports over the word limit will be penalized. Your references should follow APA 6 format.

3. Structure of your report: Make sure to structure your analysis wisely. There is
no given structure
that you have to follow. It is part of the assignment to decide for a structure, that: a) responses to all of the above questions and b) is useful and intuitive for a manager to follow. Consider managers very often do not have time to read such reports word by word. Make sure a manager gets quickly an overview of the most important facts, in the executive summary, but also throughout the report.

You are encouraged to include figures, graphs and tables in the main body of your report, additional background research can be included in the appendices. Please note that appendices are supporting material so you should not rely on these to get your message across.

This report assesses the following learning outcomes:

LO1 Analyse the business model, customer journey and the service design of contemporary business environments through the application of theoretical frameworks.

LO5 Persuade managers and entrepreneurs of justified recommendations regarding their digital marketing strategy using both written and oral formats.

This assessment meets the following graduate attributes:

1. Disciplinary knowledge and practice

3. Solution seeking

4b. Communication (Written)

5a. Independence

Grading Criteria

Exemplary

Competent

Needs Work

Executive

Summary

(5%)

The executive summary gives on one page a clear and convincing overview of the most essential insights of the report.

The executive summary is presented succinctly and clearly in no more than one page.

The executive summary provides some structure, but is not presented succinctly.

Analysing business model, value cocreation and the digital customer journey leading to digital business opportunities

(50%)

Evidence of in-depth analysis and reflection on issues; exhibits excellent ability to be insightful, logical and systematic in approach.

Excellent range of sources analysed critically. Clear, coherent linkage of knowledge gathered from client brief, design thinking workshops and the desk research and linked with appropriate theoretical frameworks in a meaningful way.

Evidence of good analysis and reflection on issues; exhibits some ability to be insightful, logical and systematic in approach.

Good range of sources analysed critically. Connections drawn between knowledge gathered from client brief, design thinking workshops and the desk research and linked with appropriate theoretical frameworks.

Shows only limited analysis and reflection on issues; does not exhibit insight or logic in approach.

Good range of sources with some attempt to analyse critically. Some attempt to create coherent connections between knowledge gathered from client brief, design thinking workshops and the desk research and theoretical frameworks, but not always clear. Framework(s) not wholly appropriate.

Structure, presentation and visualization

(25%)

Ideas and their presentation show a high degree of creativity and originality; report is well structured, precise, engaging, with an easy flow and varied sentence structure.

Introduction and conclusion are relevant and cohesive.

Ideas and their presentation show some degree of creativity and originality; reasonably well structured, engaging, and the flow and language structure are acceptable.

Introduction and conclusion are relevant and cohesive.

Limited amount of originality and creativity; needs a better flow, structure and language. Many aspects of the report do lack clear structure and flow.

Introduction and conclusion are generally relevant and cohesive.

Practicability

(10%)

The report is perfectly tailored for the audience.

Evidence of deep reflections on Foodprint’s business model and business practice. Exhibiting the ability to analyse the complexity of their business issues in a logical and systematic fashion and presenting insights in a language and structure that resonates with practitioners.

The report addresses the audience.

Reflections on Foodprint’s business model and business practice. Analysis of the complexity of their business issues systematically in some depth.

The report addresses in parts the audience.

Reflections are largely relevant to the business model and business practice of Foodprint.

Writing, language and referencing

(10%)

References show an ability to examine academic material to support critical analysis and meet correct APA format.

Report contains no spelling errors, correct punctuation, is grammatically correct and uses complete sentences.

The report is within the word limit.

There are sufficient quality references and citations, and these meet correct APA format with only a few minor errors.

Report contains very few spelling errors, correct punctuation, is generally grammatically correct and uses complete sentences.

The report is slightly over the word limit or slightly under the word limit of 2000± 10% words.

References and citations are included and generally meet correct APA format with some errors, but lack quality and/or are applied in a limited or superficial manner. Report contains occasional lapses in spelling, punctuation and grammar.

The report is significantly over the word limit or significantly under the word limit of 2000 ± 10% words.

Place your order now for a similar assignment and have exceptional work written by one of our experts, guaranteeing you an A result.

Need an Essay Written?

This sample is available to anyone. If you want a unique paper order it from one of our professional writers.

Get help with your academic paper right away

Quality & Timely Delivery

Free Editing & Plagiarism Check

Security, Privacy & Confidentiality