MIS500 Foundations of Information Systems Report 1 Sample
Context
The assessment suite in this subject is built on top of skills you are building in your learning activities. Although the learning activities do not carry any assessable weight by themselves, completing them and seeking input from your peers and the learning facilitator is essential for you to achieving a positive result in the subject. While researching and writing this assessment, be sure to work through content and the learning activities in modules one and two.
Sneakers have revolutionized fashion, lifestyle and the environment.
Sneakers and streetwear have revolutionised fashion, lifestyle and the environment. Global Footwear Market Report 2021, reports that the Sneaker Market is Projected to Reach $403.2 Billion USD by 2025 - Driven by New Design Trends and Rising Discretionary Spending Among an Expanding Middle Class Population.
From Nike, Toms, Puma, Adidas to Converse, Veja, Yeezy to Gucci, Louis Vuitton and Chanel everyone is wearing sneakers. Kanye West, Mark Zuckerberg, Taylor Swift, Virat Kohli, Beyonce and people from all walks of life both young and old are wearing sneakers. The sneaker industry like all industries has had to pivot itself to environmentally friendly and sustainable sneakers. Spain, Italy and many countries in South America are leading the way in producing sneakers made of recyclable materials including food.
In this assignment you will audit, analyse and evaluate the social and digital media of an environmentally and sustainable sneaker brand to identify how the company uses information technology through its social and digital media to support its Marketing and Sales function and build the Environmentally Sustainable brand.
Introduction
Describe the history of the environmentally and sustainable sneaker brand (You can use Nike, ID.Eight, Toms, Allbirds, Veja, Flamingos Life, Cariuma, Native, Nisolo, Sole Rebels, Oliver Cabell, Thousand Fell and Adidas or other brands that fit this criteria). You can use Australian or international sneaker brands.
Discussion
Discuss (in the 3rd person) why this environmentally and sustainable brand was chosen to be audited, analysed and evaluated. (200 words max)
SNEAKERS | SUSTAINABLE & CRUELTY FREE | From Fruit Waste by ID.EIGHT — Kickstarter https://www.gq-magazine.co.uk/gallery/eco-friendly-trainers
https://www.nbcnews.com/shopping/footwear/best-eco-friendly-shoes-sustainable-n1190646 https://int.cariuma.com/pages/about-us
Audit and Analysis:
Visit the brand’s website and audit their social media platforms. You should be investigating the traditional website advertising and the social media platforms (Facebook, WeChat, Instagram, Pinterest, Snapchat, QQ, Tumblr, Qzone, LinkedIn, Youtube, TikTok, Twitter etc.).
As a future IS professional audit, analyse and evaluate the brands website and use of social media that is currently present.
Based upon research, is the website and social media platforms engaging? Evaluate, discuss and provide evidence.
Discuss how your chosen brand engages their audience in its marketing of Corporate Social Responsibility (CSR) sneakers. Your discussion should centre on the production of ecofriendly and sustainable products. Does the company or retailer actively engage with their customers?
Using research that you have conducted in the landscape of social media discuss whether the website and social media platforms are engaging? Use Quesenberry's tool Social Media Audit and review two or more of the social media platforms being used by your chosen brand (https:// hbr.org/2015/11/conducting-a-social-media-audit). Justify using evidence. (300 words at max)
Recommendations using Porter’s Value Chain model
Use the Porter’s Value Chain model to identify and explain the business’s primary activities using the company website and the social media channels to obtain this information. (Focus on Marketing and Selling). Make three recommendations to the Sneaker Company or Sneaker Retailer on how Porter’s model can enhance or maximise marketing (exposure and impact) selling (increase sales traffic). (250 words max)
Conclusion:
Discuss the actions that the Sneaker Company or retailer should engage in so as to increase sales and engage more actively with its customer base in the purchase of ecofriendly and sustainable products. What other types of social media (based upon research) should be introduced to the company or retailer? (200 words max)
Recommendations:
Make three recommendations to the Sneaker brand on how the company can enhance or maximize the value offered to ‘customers’ by producing more ethical sneakers and delivering a strong message via Social Media and their official website. (150 words max).
Solution
Introduction
Allbirds sells its footwear and apparel brands and it claims to keep its products eco-friendly and it is certified B corporation. Cofounder of this organization, Tim Brown got the idea of forming this organization while he was the vice-captain of the football team of New Zealand (Allbirds, 2023). University Assignment Help, He received a research grant from the wool industry of New Zealand in 2014 to engineer a sneaker. Tim launched his product ideas on Kickstarter by earning US$119000 in five days. Afterwards, they started developing their business process and launched officially Allbirds in March 2016.
Discussion
Allbirds has three major areas of emphasis as the part of its business’s Flight Plan such as renewable materials, regenerative agriculture and responsible energy. This organization has built a robust sustainability framework within which Allbirds has made its commitment towards minimizing its per-unit product footprint by 50% 2025 and almost zero by 2030 (Allbirds, 2023). Therefore, it is evident that Allbirds is one of the best-known organizations because of its environmental sustainability motive and their utilization of natural materials such as eucalyptus and wool in their shoes. Allbirds is operating only for 8-10 years and within this small span of time this organization has made a great brand image within its marketplace only with its environmental sustainability contexts (Allbirds, 2023). This remarkable journey of success and its commitment level to safeguard mother nature are commendable. Thus, this brand has been selected to be evaluated, analyzed and audited.
Audit and Analysis
The website and social media platforms used by Allbirds are engaging with its audiences on a continuous basis. If the Instagram and Facebook profiles of this organization is noticed then it can be seen that Allbirds posts several videos, photos and reels of its products in every alternative day. The time gap between its posts updated in both Instagram and Facebook is 4 days on an average.
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The screenshots portrayed above are the evidences of the engagement of Allbirds in Facebook.
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The above-portrayed screenshots are showing the evidences that Allbirds uploads photos, videos and reels in every alternative four days like Facebook.
Moreover, Allbirds has a good audience base. It has 267000 followers and 496000 followers in Facebook and Instagram. Allbirds has already uploaded 2510 posts in Instagram, which is quite impressive to create a great social media presence on Instagram.
The website of Allbirds is a well-maintained one and it is an ecommerce website where this organization showcases its products under five categories including men, women, kids, socks and sale. People can directly buy shoes from this website. Moreover, Allbirds has given details about all its exclusive services such as its sustainability features.
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As per the audit report generated through Seo Tool Say, the website has achieved B grade, which implies that this webpage has some level of on-page SEO optimization but it should be improved further (Lewandowski & Schultheiß, 2023). The report states that this website has 948312 monthly traffic volume. However, Allbirds website performs very well. The report states that the website is reasonably fast and responsive for all users.
Allbrands engages its audiences in its marketing of CSR sneakers by giving and uploading regular updates and eye-catching reels, videos and photos comprising the details of their products on Facebook and Instagram. Allbrands is actively engaged with its customers especially through Facebook and Instagram.
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Table 1: Social Media Audit by Quesenberry Tool
(Source: Created by the Author)
The table depicts that Allbrands is performing well with the social media whereas it stills lags behind its competitors like Puma and Adidas. However, this brand is trying hard and is engaged with popular platforms like Instagram, Facebook and YouTube to enhance its engagement (Mason, Narcum & Mason, 2021).
Recommendations using Porter’s Value Chain Model
Fig 1: Porter’s Value Chain
(Source: Created by the Author)
The recommendations to this Sneaker Company on how this model can enhance marketing are as follows:
1. From the marketing aspect, Porter’s Value Chain would enhance competitiveness of this sneaker company
2. It makes a promise of making customer value commitments by helping this organization to understand its problems (Heydari, Haghigh & Danai, 2015).
3. It is an efficient strategy for Allbrands to look at its business and its marketing strategy aligning to the value system of the industry
Conclusion
It can be concluded in this paper that Allbrands should focus more on influencer marketing and celebrity endorsement to promote its brand along with enhancing sales and engaging more actively with its customer base. It is clear from the report that Allbrands has impressive presence in YouTube, Instagram and Facebook. However, it should also be engaged more on Twitter to be better associated with its audiences.
Recommendations
There are some important recommendations, which should be followed by Allbrands to maximize value offered to customers by producing ethical sneakers are as follows:
1. Celebrity Endorsements and partnership with high-profile athletes and celebrities like Rihanna or Usain Bolt.
2. More strategic marketing campaigns to enhance performance, style and speed of business
3. Allbrands should invest more using performance enhancing technologies and authentic design collaborations.
References
Allbirds, (2023). Our Story. https://www.allbirds.com/pages/our-story
Heydari, M., Haghigh, E. M., & Danai, H. (2015). Value Added Production in the Company's Electrical Panel Builders West Based on Michael Porter's Value Chain.
Lewandowski, D., & Schultheiß, S. (2023). Public awareness and attitudes towards search engine optimization. Behaviour & Information Technology, 42(8), 1025-1044.
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797.
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