Overview
Synopsis
For a company of your choice, identify and critically analyse how the following marketing concepts have been applied: segmentation, targeting, positioning and the marketing mix. The focus of your analysis should be on digital transformation and its impact on consumer well-being.
Digital transformation refers to the integration of digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers. In the context of marketing, this may include the use of big data and analytics for customer insights, implementation of AI and machine learning in marketing strategies, adoption of omnichannel marketing approaches, use of digital platforms for customer engagement and e-commerce, integration of emerging technologies (e.g., AR/VR, IoT) into products or marketing efforts.
Consumer well-being refers to the overall state of consumers' health, happiness, and prosperity as affected by their consumption experiences and interactions with businesses. In the context of digital transformation, consider aspects such as convenience and accessibility of products/services, personalisation of customer experiences, privacy and data security concerns, digital inclusion/exclusion issues, impact on mental health (e.g., digital fatigue, social media effects), economic implications (e.g., cost savings, job displacement), and environmental impacts of digital consumption.