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Papa Pita bakery is highly known for its quality products. The bakery has diverse products that give its customers a wide variety of choice. The bakery is also reputable for selling products like Pita bead and Pocket Pita that have low fat content. This also includes products such as Tortillas and Greek Pitas have no cholesterol. This bakery has an enviable market share in Utah. Marketing is an essential aspect in any organization including Papa Pita bakery.
One of the common strategies that organizations use to market their products in the twenty first century is social media. Some of the social media channels used include Twitter, YouTube, Facebook and MySpace among others. However, Papa pita bakery does not use the social media to market its products. This paper analyses how Papa pita bakery has been affected by lack social media marketing.
One of the advantages of using social media marketing is the fact that organizations make their products known to many people. This includes increasing the customers’ awareness of the Company website. In most cases, people who access social sites tend to check out for the Company websites advertised through the social media.
This is because the marketing tends to trigger the interest of people who access the social sites. This means that a Company is able to enjoy high traffic to its website. As they access the marketed Company websites, potential customers tend to try out the products.
In this case, the products are first sampled on a low scale. When they like the products, they always purchase more and talk to their friends online concerning the Company’s quality products. This in essence narrows down to increased revenue for the organization. It is quite imperative to note that customers are easily garnered from diverse geographical locations across the globe.
The failure by Papa pita bakery to market its products on social sites means that it has not been able to enjoy maximum revenue. By simply using social media marketing strategy, the bakery would increase traffic to its Company website; hence more purchases would be made. This includes purchases from customers across the globe.
One of the ways through which Papa pita bakery has suffered due social media marketing is the factor of low publicity. It is quite evident that social media such as Facebook, YouTube and MySpace command a lot of traffic to these sites. There are millions of people who access these sites every minute. Whenever an organization markets its products through these social sites, it benefits by having exceptional publicity.
It is also quite evident that the people who access these sites are not just based on one geographical region. This means that marketing products through channels such as Facebook will create awareness of a Company’s products across the globe.
The failure by Papa pita bakery to market its products through social media shows that it has not created publicity of its products across the globe. It is only highly known in Utah. This is an adverse effect as the bakery could have benefited from many advantages that emanate from high publicity across the globe.
Poor online management of the bakery’s reputation
It is quite evident that the failure by the Papa pita bakery to market its products through social media has affected it in diverse ways. This includes having poor online management of its reputation. Research has shown that people keep discussing various products through social sites. Sometimes the sites are misused by competitors to tarnish the reputation of their competitor products.
Papa pita bakery does not monitor its reputation through the social sites. This is extremely dangerous as sometimes social media comes in handy in showing what people think about an organization’s products. This means that marketing managers are able to clarify any misinformation posted on the social sites.
The current situation shows that Papa pita bakery is not able to manage its reputation on online social sites. This is because the marketing department in Papa pita bakery is not listening to views of potential and even its customers online.
This is quite essential as it can adversely affect sales by competitors posting wrong information without the awareness. It is therefore quite evident that there is poor management of negative sentiments about the bakery that are usually posted on social media like Facebook.
Poor online management of customer relationship
Social media are one of the strategies that are highly used by organizations to ensure that there is a continuous one on one rapport with customers. This is considering the fact that many customers highly use social sites for communication. This gives organizations an excellent avenue to have a relationship that is one on one with customers.
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This is considering the fact that social sites are quite cheap to use hence effective in ensuring long term communication with many people. This is unlike having telephone calls that can be quite expensive to the organization
This definitely helps the organization to have a long term relationship with each customer. This also includes getting involved in the customer’s events such as birthdays, anniversaries and weddings among others. The organization is able to know the customers by name. This makes customers feel appreciated by the organization. Papa pita bakery does not market its products using social sites and this has affected it such that it has poor one on one rapport with its customers online.
High marketing costs
There are various strategies of marketing that can be used by organizations to create awareness of its products. Analysis of Papa pita bakery shows that it also uses other forms of marketing. This is through the use of newspaper, billboards, television and magazine advertisements. These are quite expensive ways of marketing since the costs incurred are quite high.
In order to carry out this marketing, the organization invests a lot in terms of human resource that carry out marketing research. Papa pita bakery therefore spends a lot of financial resources in its marketing activities.
The cost could be lowered if the bakery incorporated social media marketing that is quite effective and has high returns on investment. Furthermore, the type of marketing does not require the organization to employ many marketers hence reduced cost of paying more salaries.
Lack of online assessment of competition in the market
Social media marketing is quite imperative to organizations since it helps marketers to assess the degree of competition in the market. It is straightforward for such organizations to know the current market leaders. Furthermore it is quite uncomplicated to assess the reasons as to why the competitors are leading.
This is considering the fact that customers and potential customers openly discuss and communicate through social sites on factors that make a Company the best. This information may not easily be sourced from other places or the competitor company.
Papa pita bakery is affected by lack of social media marketing by lacking online assessment of competition in the internal and even external market. This is quite essential especially when the bakery decides to expand to other regions and even other nations. Through online assessment of competition, organizations adjusts by incorporating customer preferences that are noted in competitor Companies very fast.
Therefore, Papa pita bakery is adversely affected because it takes time to know customer preferences that are already incorporated by its competitors. Sometimes these are simple strategies probably incorporated in the customer service, packaging and even after sales service.
Papa pita bakery sells products such as Pita bead, Greek Pita, Tortilla and Pocket Pita. Its customers praise it for quality products that have low fat content. This also includes the fact that Papa pita bakery products have no cholesterol. The bakery however, does not use social media strategy to market its products.
This aspect has had adverse effects on the organization. This includes low revenue, low publicity and lack of online assessment of competition in the market. The organization also incurs high marketing costs, poor online management of the bakery’s reputation and poor online management of customer relationship