Development of a Digital Marketing Strategy for a Manufacturing Company

Development of a successful digital marketing strategy is a challenging task for any company. Still, when the market itself pushes companies to adopt digital marketing, it becomes a nearly impossible task for a car parts manufacturing firm with no knowledge on the topic. The goal of this paper is to research marketing strategies and ways of their development, while also paying closer attention to digital marketing in order to develop a digital marketing strategy and a recommended plan of action for the studied company. In order to achieve the goal, the company is analyzed via various analyses of internal and external environments using secondary data with an addition of primary data collected via in-depth and expert interviews. The paper results in the formulation of a digital marketing strategy and a recommended plan of action for the company to achieve its objective of customer retention while enlarging the customer base.