Online Marketing Management In Transportation Business Of Holden

Question: Discuss about the Online Marketing Management In Transportation Business In Australia Case Study Of Holden. Answer: Problem Statement How Holden perceived the digital marketing and what online marketing management strategies they are adapting in enhancing their relationship with the customers and business performance? This research aims to understand how the newer technologies being implemented in the marketing management by one of the biggest global manufacturer and distributor of motor vehicles of Australia. This research also tries to explore what impacts digital marketing has on Holden of modern Australia. The new paradigm of online marketing management also had affected the relationship between the company and its customers (Weinstein Pohlman, 2015). The research will try to find out what exactly the impacts are and how it is going to affect the overall business. Aims and Objectives This research will try to answer the following questions, which will serve the overall purpose of the research. How do Holden execute the online marketing management in their organizational structure? How did the employees and management leaders perceive the implementation of digital marketing? What are perceptions of the employees and customers towards this approach and how it influenced employee performance and customer behavior? What are the online marketing strategies the company adapted? How did their approach towards online marketing management affect their relationship with their customers? What other steps the management can take in order to ensure more productivity and benefit? Research methodology This research takes a mixed approach where several kinds of methods have been implemented in order to get a clear understanding. This research is investigative, theoretical and factual. Data collection It consists of quantitative and qualitative data, which are essential in mixed method implementation research ( Palinkas et al., 2015). The discussed research objectives have already set a clear view for the purpose of the research. These both types of data will serve as the primary source for the research. The research is a case study of Holden in Australia and its online marketing management. The research will try to ensure both qualities of plausibility and credibility to make the research a significant contributor (Thomas, 2015). A detailed case study not only answers the proposed questions, but also contributes to numerous other researches (Yin, 2013). The data collection process includes four types of data collection methods: conducting online survey, interviews of management, employees or customers and accessing and analyzing necessary public domain documents. To measure Holdens online marketing strategies a series of surveys will be conducted online. The surveys will be based on few electronic questionnaires with multiple answer options. Also to get more accurate result similar samples should be provided multiple times, this will also help to compare the customers change in perspective and behavior. Popular online platforms need to be used in order to attract more number of customers. The sampling should be based on non-probability sampling, where the selected customers represent the entire population (Vehovar, Toepoel Steinmetz, 2016). The interview could be telephonic or face to face, depending upon the availability of the volunteers. The question will be descriptive in nature; will mainly focus on the customer or employees views on the new marketing management of the company. After collecting, the data will be transformed into more structured forms like graphs, diagrams or charts (Miles, Huberman Saldana, 2013). They will support or contradict the established theories through the discussion. Literature synopsis Apart from this primary source of data, a secondary source of data will also be referred in the research. Which will mainly be literature, essays, articles, books, journals which discussed and analyzed similar subject or the theories related to marketing management or online marketing or transport business. As the concept of online marketing is relatively new, the research will mainly focus on the books or journals which are contemporary and relevant. References Miles, M. B., Huberman, A. M., Saldana, J. (2013).Qualitative data analysis. Sage. Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research.Administration and Policy in Mental Health and Mental Health Services Research,42(5), 533-544. Thomas, G. (2015).How to do your case study. Sage. Vehovar, V., Toepoel, V., Steinmetz, S. (2016). Non-probability Sampling.The SAGE Handbook of Survey Methodology, 329. Weinstein, A., Pohlman, R. A. (2015). Customer value: a new paradigm for marketing management. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 132-133). Springer, Cham. Yin, R. K. (2013).Case study research: Design and methods. Sage publications.