Digital Marketing and Revenue Project
You will explore eCommerce Marketing through a Google certificate program and explore revenue and sales models.
· Consider the Sparkling Water Industry ( https://www.drinkwaterloo.com/, https://drinkspindrift.com/, https://www.deerparkwater.com/sparkling-water, https://www.bubly.com/mix/index.php, https://www.drinkaha.com/)
· Review and analyze the Industry (not the individual firms). Describe the industry in terms of Porter’s Five Forces Model ( https://www.isc.hbs.edu/strategy/business-strategy/Pages/the-five-forces.aspx) (5 pts) [At least 5 sentences]
· Choose one of the firms listed above, and examine the firm using the resource-based view of the firm ( https://strategicmanagementinsight.com/tools/resource-based-view/) specifically looking at VRIO [value, rarity, imitability, and organization] ( https://strategicmanagementinsight.com/tools/vrio/). VRIO attributes help the firm to gain and sustain a competitive advantage. (5 pts) [At least 5 sentences]
· Reflect on potential opportunities and spaces within the industry. Example – Spindrift is now creating alcoholic seltzers under their brand. Propose five different opportunities in this space. (5 pts) [At least 5 sentences]
· Identify 5 companies offering their products for FREE. Explain how each generates revenue from a FREE product such as direct cross-subsidies, multi-party markets, or Freemium. (10 points) – [Company (1 pt) and process for revenue generation (1 pt) x 5 companies]
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