Can digital evolution be a growth driver for the company Teconex ?

Abstract

Teconex is a company which mainly assembles and distributes electronic products and led lighting solutions. For a few years, the led lighting branch has been experiencing a growth in sales and, at the same time, fierce competition in the market. To remain competitive, nurture relationship with customers and enter new markets, the company is wondering if digital involvement could back these aspirations. There are clear evidences that Teconex lags behind in terms of digital communication. Therefore, we established a digital marketing plan supported by literature reviews, experts’ interviews, an internal Delphi survey and personal interviews with customers. This digital marketing plan was divided in six steps, accordingly to the SOSTAC framework. Firstly, we performed a situation analysis. It confirmed our thoughts: Teconex must make efforts and invest in web presence. Indeed, customers’ expectations and competitors Internet predomination urge the company to at least align on counterparts. Next, objectives and strategies were selected and explained, based on previous analysis. These objectives were divided following to the RACE framework. Basically, digital marketing objectives are categorized in four steps to help firms connect with customers throughout different buying stages. Then, specific digital marketing channels were advised to the organization, following its situation and requirements. These channels aim at reaching, acting, converting and engaging different segments of customers of the sales chain. The next step concerns the real implementation of these recommended tactics into actions. Decisions must be made by the firm and we provided it with different options to help select best solutions. Finally, a steady control of objectives and KPIs were advised. The last part of this paper will deal with ethical issues the company could face while implementing our recommendations. In conclusion, it is not anymore a question of knowing whether going online is necessary for Teconex; it is now more a question of what should be done and when, in order to remain competitive and to satisfy customers’ needs and expectations. The completion of this work can be considered a guideline for the firm Teconex to take future decisions about digital communication implication.