Charles Williams

CTU/DMKT305 Unit 2 IP

Kristin Trask



Key Performance Indicators (KPIs) are also called business metrics, and they are used principally to measure the performance of a company or an organization. They show the strides the company is making towards achieving the set goals and objectives. For a business to thrive, analysis of the sales, financial results and work must be done, and this can only be achieved through tracing appropriate commercial metrics. Various companies use different parameters to achieve its goals. Business metrics examples are gross margin, sales revenue, net profit margin and Monthly Recurring Revenue (MRR). These business metrics are crucial when it comes to developing a business work plan sheet (Xie et al., 2016).

Stage 1

Ebenezer Fashions is a fast growing business located in California in the United States. Being an independent company, it offers a variety of products ranging from clothes to shoes but mostly for women. The company considered stocking more of women clothes than men did because women cherish dressing very much and their products flow faster than those of men do. Shoes, suits, dresses, trousers, packs, garments include some of the excellence commodities. The company has been marketing its products through various forms of media like social media, radios, blurbs and magazines throughout the city. Ebenezer Fashions is a private corporation, and it anticipates capturing people from all corners of the world to come and have a glance at their impressive stock.

They want to achieve their goal by using web-based advertising, something they have never tried before. However, they are optimistic it will attract masses from all walks of life to come and purchase their products. By using web-based marketing effectively to promote their products, and advertising with them, they will gain a global market to advertise their merchandise. Consequently, there will be voluminous purchasers globally who will be seeking their products. The company expects the web marketing to reach more customers worldwide who will increase their sales rate hence increased profits.

Disconnected Marketing Methods

The Ebenezer Fashions utilizes a percentage of disconnected promotional strategies that integrates: publicizing their products using local media. The company uses the national media like daily newspapers, radio and local televisions to inform the potential customers about their merchandise. This showcasing method reaches a broad audience; however, the competition from advanced media has made it difficult to be seen by numerous people. Many people have shifted their attention to the webs and developed a dislike for the local media forms like magazines and newspapers. Radio and TV to have a low probability of the advert reaching huge audiences as expected. Consequently, the business is not capable of achieving the targeted group. The business advertisements end up entering the more established clients who discuss their administrations and products (Babin & Zikmund, 2015).

Through the process, the customers end up recognizing the product they have more and eradicates unessential contemplation from the vast population, who may not bother with the administrations or products advertised. By utilizing the strategy, the business is in a position to create beneficial associations with their potential customers. This is achieved through trusts and personal gatherings that build true kinship in the market. Once the customer trust is established, the business system is in position to grow because companions affiliated to the customers are included in the industry, and they may work together.

Web-Based Marketing Methods

Below is a list of web-based promotional strategies that may be considered beneficial to the company. The business is probably the source of all of them.

Business to a purchaser (B2P) – in this method, there is a business association between the purchasers and the company. The association, however, is electronic. The interaction between the two is done online.

Business to Business (B2B) – in this case, the connection is enhanced between organizations only, and the exchanges for commodities and initiatives are electronic.

Business to an organization (B2A) – this deals with business relations engaged online amongst open overseers and corporations. It incorporates numerous items and administrations in the organization.

Buyer to an organization (C2A) – it includes all hardware supervisions led between open heads and people.

Customer to Business (C2B) – this is where the products trade turns around the buyer. He or she is the one who offers the products and risks into the business. A good example is where exclusive shoppers create individual sites for a particular industry, and the company will choose one outline.

Purchaser to an organization (C2A) – involves the hardware organizations led between the open heads and public.

Client to the shopper (C2C) – in this case, there is no connection with the company, and the entire electronic activities are conducted between the purchasers (Xie et al., 2015).

Integrating the Online Marketing

By combining online marketing into their business, the company will be in a position to utilize the web tools to market their products widely. Through utilization of the promotional models, which entails the creation of public sites for exchanging their commodities on the web, a global market will be created. Bu use of gateways created, the business will have a higher capacity to supply their products globally. The process requires a PC and IT technocrat who will be capable of outlining a decent location for giving notices and posing the items on the websites (Järvinen & Karjaluoto, 2015).

Through effective utilization of the web-based promotional tools, the company will harmonize collaboration with their previous clients. Additionally, the business can achieve the global market and empower consumers to reach global decisions on items and administrations from a varied range of companies.

Stage 2: Key Performance Indicators Process Plan

In creating a KPI driven processes, there are various things to consider. Measurements, portions, objectives and destinations are very crucial for the procedure. When delineating the final website configuration, the company should find the following to market their products online.

What they should do (A)

What they should improve (B)

What they can reduce (C)

The company will also have to showcase viability and explain their set goals. This will ensure specific preferences are given which promotes adequacy. An investigator for quantifying the objectives will also be needed.

The Objectives

Objectives are the precise procedures that the company purposes to accomplish. They work closely with the set goals, and the destinations should be DUMB. This means, Double, Understandable, Manageable and Beneficial. To come up with clear objectives, the accompanying questions need to be answered. For instance, what are the most precarious desires in the website? What do you want to accomplish by advertising the business on the site?

KPI Target Concepts

To offer a variety of stuff along the lines

To generate profits that can be used to expand the business

Attract a large number of consumers globally

Creating a website, this will aid to advertise the business items and merchandise

To broaden the number of products sold and the buyers

To attract a large number of depositors worldwide

KPI Computation Structure

A web investigator will reify the ideal KPI outline. A segmented KPI will also be targeted. Furthermore, a site will be created which will be used to bring in more consumers by advertising all over the world. This will produce profits for developing the business. Pulling in approximately 13,000 investors monthly, which can be performed by 300(110%) of the total population.


Babin & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.

Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management

Xie, X., Sun, W., & Cheung, K. C. (2016). An advanced PLS approaches for key performance indicator-related prediction and diagnosis in case of outliers. IEEE Transactions on Industrial Electronics

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