Introduction This portfolio work project, a digital marketing plan, will help yo

Introduction This portfolio work project, a digital marketing plan, will help you demonstrate competency in digital marketing planning and measurement. Scenario You are an owner of Spokin’ Wheels, a locally owned bicycle shop with two locations. While your original location has been in business for several years, your second location has only been open a few months. The bicycle shops sell new and previously owned major brand bicycles. The shops also provide repairs, offer a small line of bicycle accessories and clothing, and organize group rides on Sunday mornings. You and your business partner both want to have a solid digital marketing plan in place to grow the shops. The company fits the assessment requirements. You can complete your assessment without disclosing confidential company information. Contact faculty with questions. Your Role Option 1 You are one of two owners of Spokin’ Wheels. Your background is primarily in marketing. Your business partner’s background is in operations. While she is focused on making the internal customer-facing processes as efficient as possible, you are working on writing the digital marketing plan. Requirements Develop a digital marketing plan using the SOSTAC® model. Your plan must address each of the SOSTAC® elements, including: Situation Analysis. Analyze the current situation in terms of customers, intermediaries, and competencies. Include a SWOT and PESTEL analysis. Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence. If you selected Option A, Spokin’ Wheels, as your company, you should conduct the competitive analysis on a similar local bicycle shop.​ Objectives. Develop specific measurable objectives using the 5 “S”s for a digital marketing framework. Where do you want your company to be?​ Strategy. Articulate short- ( 3 years) digital marketing strategies. How do you achieve your objectives within these terms?​ Tactics. Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?​ Actions. Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.​ Controls. Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics? Deliverable Format Requirements: The digital marketing plan must be at least 12 pages in length, in addition to the title and reference pages. Related company standards: The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs. Include a SWOT and PESTEL analysis with properly cited visual elements. Use at least eight scholarly or academic sources, where applicable, one of which must come from the Wall Street Journal, Forbes, or MIT Sloan Management Review. Use APA format for references.