Reflective Journal

Published: 2021/12/17
Number of words: 1836


The reflective topic covers the assessment of the business report regarding the topic of “Digital Marketing” as well as its impacts in the current competitive market. The discussion covers the reflection of the research process as well as the area of improvements and the strategies to improve the strategies. The positive as well as negative aspects of the theoretical framework part and the designing of the research questions as well as the methodology part of data collection have been covered in the topic of reflective assessment.

1. Personal contribution on topic selection as well as development

I have selected the topic of “Digital marketing” for the businesses report as online marketing has brought the revolution in the current competitive business market. The topic has provided a clear idea about the positive as well as negative aspects of the digital marketing strategy with the discussion of theoretical analysis which help in the improvement in the current competitive market (Sabri et al, 2021, p122(3)). However, I have given the theoretical framework aligned with the topic to develop the topic as well as to understand the digital marketing strategy and its impact.

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I have appraised the “Consumer-led Positioning Theory” to provide a clear concept of creating the better image of brands as well as products in the customers’ minds. The theory has described the strategies that need to be improved on the basis of the customers’ needs in the competitive market (Whitney et al, 2021, p360(2)). Moreover, disclosing the price as well as the range of the entire similar products so that the customers can follow their choices has been covered in the strategies in the theory analysis. However, the theory has failed to explain the strategies to analyse the market trends of the competitors. Moreover, I felt that more effective strategies are needed to meet the customers’ requirement as well as the satisfaction level with the alignment of other theories such as “7P’s of Marketing Mix” which can explain the strategies in a far better way. Moreover, I have discussed the issues which have not been mentioned in the research problem part (Kaushik, 2018, p59(2)). I felt that challenges need to be discussed regarding “Digital Marketing” in the whole research process so that effective strategies can improve the challenges. The research question has shown the clear ideas about the flaws as well as challenges regarding the digital marketing discussed in the research report.

2. Personal contribution on the literature review part

I have discussed the contrasting views regarding the success of marketing through online mode to promote the healthy food products as well as different point of views regarding the reduction of the promotion of unhealthy food in the current competitive market. I have collected the journals as well as views of different authors regarding the promotion of brands through different online mediums such as various social media platforms, Search Engine Optimisation and so many to enhance the base of customers (Katsikeas et al, 2020, p420(3)). The issues regarding the promotion of healthy food products may be a concern which shows choosing the wrong audience. Thus, the brand has a tendency to get negative reviews with the influence of the wrong audience.

Besides, the revolution of online marketing is the concept of a new generation which may have a negative aspect to promote the brands as well as products by the retailers using the virtual medium. I have mentioned the pandemic situation which influences the launch of online marketing through various social media platforms such as “Facebook”, “Instagram”, “various E-commerce Websites”. However, the adoption of the new marketing strategy has a negative impact also for choosing the wrong audience (Sridhar and Fang, 2019, p980(4)). The promotion of healthy food products need proper authentication of the websites as well as social media platforms so that the customers can trust the particular brands for the safe health purpose. I have discussed roles due to online marketing through various digital mediums to promote the healthy food products in the current competitive market throughout the conclusion part. The marketing through various mediums following digital marketing approach as well as its overall concluding impacts have been covered in the conclusion part to provide a summarized idea about the topic.

3. Personal contribution on the methodology part

In this part of the assignment, I have discussed the primary qualitative as well as secondary quantitative data analysis in the methodology part of the whole research process. The difference of qualitative as well as quantitative data analysis has been covered in the methodology section. I have mentioned the significance of qualitative research which consists of surveys as well as sharing of different opinions. The surveys provide direct reviews of the customers’ satisfaction level as well as the satisfaction of the managers of different retail industries (Bakhtieva, 2017, p480(1)). Thus, the qualitative idea gives the clear concept of understanding the requirements of marketing strategies through digital medium to meet the higher success rate in the competitive market. The primary qualitative data has covered the interview of managers of different Australian online business organisations. The interview provides clear as well as very detailed ideas about the success of online marketing in the retail industry to promote healthy food products as well as the challenges faced by different business organisations. The hypothesis part covers the relevant as well as irrelevant techniques of the online business strategy for the retailers to promote their brands in the current competitive market (Ireland et al, 2019, p292(2)). Moreover, the significance of the secondary research information has been covered in the research report by following the Descriptive Research Method”. The method is essential to give a clear idea about the impacts of online marketing by following various strategies as well as effectiveness of the different strategies to meet the requirements of the customers by following various business journals.

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4. Personal contribution on the whole research process

I have done the theoretical framework, framing research problems as well as the research question in the part of the topic development. The comparison of different points of views of different authors regarding the success of the market for promotion of the brand of the healthy food products through online marketing have been discussed in the literature review part with the concluding ideas related to the topic. Moreover, the primary qualitative data analysis with the interview of the managers as well as the significance of the secondary information of the research have been covered in the methodology section (Coghlan et al, 2020, p4227(1)). The whole research process covers various ideas regarding the online marketing strategies to satisfy the customers’ needs as well as to compete with current market trends. However, I failed to discuss the several challenges faced by the retail industry to promote the products through online marketing as well as the strategies to overcome the challenges to provide healthy food to the customers (Seretny et al, 2021, p42(3)). However, I feel that I need to mention a more effective theory to discuss the strategic approach of digital marketing adopted by the retailers to promote more effectively by choosing the right audience.


The whole reflective part covers the assessment of the research report regarding the topic of the marketing strategy through various online mediums. The different parts of the report have discussed different strategic approaches of the “Digital Marketing” strategy as well as the negative impacts also. Besides, the aspects which have not been covered as well as the areas of improvement have been described in the discussion of the reflective part.


Bakhtieva, E. 2017, “B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry”, Oeconomia Copernicana, vol. 8, no. 3, pp. 463-475,475A-475C.

Coghlan, C., Labrecque, J., Ma, Y. & Dubé, L. 2020, “A Biological Adaptability Approach to Innovation for Small and Medium Enterprises (SMEs): Strategic Insights from and for Health-Promoting Agri-Food Innovation”, Sustainability, vol. 12, no. 10, pp. 4227.

Ireland, R., Bunn, C., Reith, G., Philpott, M., Capewell, S., Boyland, E. & Chambers, S. 2019, “Commercial determinants of health: advertising of alcohol and unhealthy foods during sporting events”, World Health Organization.Bulletin of the World Health Organization, vol. 97, no. 4, pp. 290-295.

Katsikeas, C., Leonidou, L. & Zeriti, A. 2020, “Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions”, International Marketing Review, vol. 37, no. 3, pp. 405-424.

Kaushik, A. 2018, “7P’s of marketing mix in MOOCs environment”, International Journal of Information Dissemination and Technology, vol. 8, no. 2, pp. 57-61.

Sabri, O., Hana, N.E.L. & Arfi, W.B. 2021, “Se digitaliser sans renier ses valeurs: Quelles stratégies marketing digital les marques de luxe déploient-elles pour relever ce défi?”, Revue Management & Avenir, , no. 123, pp. 119-139.

Seretny, M., Gaur, D., Sobczyk, K. & Kaabour, M. 2021, “Creating a New, Sustainable Mindset through Responsible Consumption: A Case Study of the International Chain of Sustainable Restaurants”, Foundations of Management, vol. 13, no. 1, pp. 49-56.

Sridhar, S. & Fang, E. 2019, “New vistas for marketing strategy: digital, data-rich, and developing market (D0RW1S34RfeSDcfkexd09rT331RW1S34RfeSDcfkexd09rT3) environments”, Journal of the Academy of Marketing Science, vol. 47, no. 6, pp. 977-985.

Whitney, G., Kwon Wi-Suk & Sang-Eun, B. 2021, “Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach: JBE”, Journal of Business Ethics, vol. 169, no. 2, pp. 355-369.

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