BACKGROUNDAlex and Olivia are theowners of Hand Made Lovers, a store dedicated to craft products located in asmall town near Kent. The store has a small workshop space to teach its clients how to use...

WRITTEN ASSIGNMENT        2
WRITTEN ASSIGNMENT
Table of contents
Background    3
SWOT analysis    3
Strategic objectives    8
Analysis of the competition    10
Competitors communicating online    10
Social network and channels being used    11
Offering something different from the competition    11
Online communication policy    12
Selection of media    12
Actions on social media    15
Impact measurement    17
References    20
Background
    In a little village close to Kent, Alex and Olivia are the proprietors of Hand Made Lovers, a shop that sells handmade goods. In addition to offering weekly classes in scrapbooking, printmaking, knitting with needles or machines, watercolors, etc., the business has a small workshop where it teaches its customers how to utilize the materials they sell. They occasionally have a blogger on hand to instruct some of the courses, which boost the store's recognition outside of Kent. There is now a surge in the hand-made industry, as seen by the rise of both physical and online places devoted to this field. As a result, Alex and Olivia have decided to implement a comprehensive web communication plan to increase their clientele by being well-known within the industry of organizations that specialize in this field. We must keep in mind that Alex and Olivia already have a steady audience that visits them to make purchases, get answers to questions, or participate in any of the courses they provide. They are also a well-known location in Kent because, unlike other businesses, they provide each customer with individualized attention and always attempt to accommodate their requests for seminars or courses..
SWOT analysis
t is worth repeating the word »Important«. In the overflow of information, especially
when assessing external factors, one can easily fall for interesting instead of important
data. The prerequisite for an effective analysis of the environment is to distinguish the
vital from the merely important (ENEB (n.d.), Strategic Management, p. 25).
When we made a good selection, we also have to prioritize properly, as, without this
step »for example, weak opportunities may appear to balance strong threats«
(Harrison, 2021, p.30).
For the Communication SWOT, Lurati and Zamparini (2018) identified four factors,
considered in the analysis of an organisation's communication strenghts and
weknesses: Communication Execution, Relationships, Identity and Reputation. I will
consider these factors in internal analysis, while for external analysis prioritized
PESTLE factors for the macroenvironment and Porter's five forces model for
microenvironment will be used.
But first, let us do a mental shake to see, to whom HML wishes to communicate and
what characteristics they posess.
t is worth repeating the word »Important«. In the overflow of information, especially
when assessing external factors, one can easily fall for interesting instead of important
data. The prerequisite for an effective analysis of the environment is to distinguish the
vital from the merely important (ENEB (n.d.), Strategic Management, p. 25).
When we made a good selection, we also have to prioritize properly, as, without this
step »for example, weak opportunities may appear to balance strong threats«
(Harrison, 2021, p.30).
For the Communication SWOT, Lurati and Zamparini (2018) identified four factors,
considered in the analysis of an organisation's communication strenghts and
weknesses: Communication Execution, Relationships, Identity and Reputation. I will
consider these factors in internal analysis, while for external analysis prioritized
PESTLE factors for the macroenvironment and Porter's five forces model for
microenvironment will be used.
But first, let us do a mental shake to see, to whom HML wishes to communicate and
what characteristics they posess.
It is worth repeating the word »Important«. In the overflow of information, especially
when assessing external factors, one can easily fall for interesting instead of important
data. The prerequisite for an effective analysis of the environment is to distinguish the
vital from the merely important (ENEB (n.d.), Strategic Management, p. 25).
When we made a good selection, we also have to prioritize properly, as, without this
step »for example, weak opportunities may appear to balance strong threats«
(Harrison, 2021, p.30).
For the Communication SWOT, Lurati and Zamparini (2018) identified four factors,
considered in the analysis of an organisation's communication strenghts and
weknesses: Communication Execution, Relationships, Identity and Reputation. I will
consider these factors in internal analysis, while for external analysis prioritized
PESTLE factors for the macroenvironment and Porter's five forces model for
microenvironment will be used.
But first, let us do a mental shake to see, to whom HML wishes to communicate and
what characteristics they posess.
    The word "important" ought to be said again. In the deluge of information, especially when evaluating external factors, it is simple to mistake fascinating data for crucial information. Separating the essential from the merely significant is a requirement for a successful examination of the environment. After making a smart choice, we must correctly priorities since, without this step, weak opportunities could appear to balance large dangers. Hager (2019) established four elements for the Communication SWOT, which is taken into account in the study of an organization's communication strengths and weaknesses: relationships, identity, and reputation, as well as effective communication. In my internal analysis, I will take these aspects into account. However, in my external analysis, I will emphasize PESTLE components for the macro environment and Porter's five forces model for the microenvironment. Let's first shake our heads to determine who HML is trying to reach and what traits they have. DIY (Do-It-Yourself) or handmade arts and crafts have become incredibly popular all over the world. Millions of results and lots of video content are returned by a simple Google search for any of the HML specialties. The large "handmade loving" community (or better groups, since their approaches and interests vary) all have the same goal of appreciating the finished product as being special and made with their own labor and abilities. If we divide them into groups based on their socioeconomic status, we can find that all of them are entering the DIY world for financial reasons. They learn how to fix things, make furniture, grow their own food, etc. to save money or get involved in activities where they can make extra money by selling their handmade goods or skills. Users with greater incomes tend to do so for reasons other than economic ones, such as interest, hobby, lifestyle, or as is more commonly emphasized among younger group’s environmental responsibility or even involvement in social causes. The average age of DIY groups varies greatly depending on the activity. On the one hand, middle-aged to elderly women are still predominantly interested in knitting (although not entirely, as men and younger groups are getting more involved). Many cultures currently priorities socializing. On the other hand, scrapbooking is quite popular and active among young people, particularly students and travelers. Therefore, the general age restriction can be adjusted from 20 to 80. A few political, economic, social, and technological aspects are revealed through examination of the external environment as being significant for HML. Great Britain's income is distributed relatively unevenly, with the South-East area, which includes the larger Kent region, being the richest of all the regions. On the other hand, only two districts out of one have average salaries in Kent that are higher than the UK average. In 4 out of 1 districts, the unemployment rate is higher than the UK average of 4.8%, which is below the average nationwide. The UK's economy saw many back-to-back shock waves. Breaxit, COVID, and Russian aggression in Ukraine resulted in price increases, inflation, and concerns about a potential recession following the Great Financial Crisis. Due to shuttered stores and socializing restrictions, an unprecedented number of people have moved their jobs and social lives online. Covid alone has already had a significant influence on purchasing patterns and price sensitivity in terms of economic, social, and technical considerations. As a result, people had more free time at home, more digital resources were readily accessible, and social media usage increased significantly. The developments in the ancillary sectors are also crucial technological variables to take into account. For instance, the UK's struggling paper sector has undoubtedly recognized the opportunity presented by the enormous expansion of scrapbooking, and some of them are now catering to this market. We shall employ Porter's Five Forces Model for this evaluation of micro environmental analysis.
Given below is a simple SWOT analysis for our assessment –
    Strength
    Weakness
    Opportunities
    Threats
    · Adjusted assortment of carefully selected materials and tools
· Fixed clientele
· Flexibility
· Human capital
· Close...