Key elements, such as internal market research (including analysis from social-media touchpoints), and the financials of the company, are missing, aren't included. Therefore, this document cannot be viewed as a strategic plan for the company. However, this document will indicate areas in which the marketing may be improved or changed to benefit the company in terms of sales growth and exposure. There are two areas in which Oxford Freshmarket has difficulty − it is brand uniqueness and its weak digital presence. The digital issue In brief, Oxford Freshmarket's digital presence is derisory. There is a website, a Facebook page, a Twitter account, and some advertising on other websites. In all, there seems to be no focus on digital, and what is there is, is not connected to form an effective marketing strategy. The trend has been for a while now to move towards digital. International companies are far ahead of South Africa in this transition. However, local ...
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