‘THE BLACK DOVE’

Individual Reflective Blog:

After finding my group, we began researching for a company that we would invest on. Finding a company that had not invested in their digital marketing was challenging, as most of the companies have already infused in the digital world. However, after several walks in Brighton’s centre, we noticed ‘The Black Dove’; a pub we really liked but lacked in its digital context, thus, we decided to look and expand into it.

Knowing our own strengths and weaknesses, we equally divided the work by each individual’s preferences; this, would allow us to maximize the group’s potential. In addition, we set an internal deadline to offer us some time to merge everything together and practice our presentation skills. This deadline allowed us to ameliorate our assignment’s outline, remain organized as a group and ensure we would not fall behind schedule. My part included of background research of the company, an analysis of its Micro and Macro Environment, and a SWOT analysis. Nevertheless, we were all very united with each other, and whenever someone faced difficulties, we all connected to progress through it.

To stay focused, I divided my part into four weeks; one week for each section. Researching background information for the company was a part which I did not particularly have many difficulties. Through the utilization of its website and its Facebook page, as well as several pictures and reviews, I accumulated all the information needed. For instance, its exact location, opening and closing hours and the pub’s music preferences. Additionally, the Macro Environment of The Black Dove is divided into four main factors: social, technological, political/legal/ethical, and economical; thus, my analysis was concentrated there. Personally, I found the analysis of the Macro Environment the most challenging part, as a lot of data (such as cookies and their legal factors, etc.) were hard to reach. Moreover, my analysis in the Micro Environment were affected by: its customers, its suppliers and intermediaries, and its competitors. This included elements of The Black Dove’s accessibility and utilization of digital platforms, examples of buyer personas, their level of technology and integration, as well as examples and analysis of their competitors. Finally, the part which in my eyes was the most exciting was the SWOT analysis; and more specifically, when noting down the most significant Strengths, Weaknesses, Opportunities and Threats.

Furthermore, as part of the assignment it was crucial to produce our scripts and practice our presentation to avoid mistakes where possible. Timing our mock presentation, to assure we were within our time limit, allowed us to run smoothly through it and to become more familiar of everyone’s context.

To end with, looking back at our assignment, it was an enjoyable assignment. In my opinion, our group collaborated easily and well. We all respected each other’s timetables and were therefore meeting up at times were everyone was free. Throughout the assignment, all opinions were respected and in case of a disagreement we valued all views; and with politeness, concluded to a point. Throughout our team working, I had the possibility to become more sociable, learn different personalities and become friends with them. They taught me to appreciate all opinions and views and further expanded my communication skills. Finally, I also had the chance to evaluate my self’s strengths and weaknesses to assure our common aim of accomplishing a good presentation was achievable. My PowerPoint skills were also developed with innovative and creative ideas.

Group 1 Members: 

• Evita Tzanetatou
• Marfuga Medi
• Yuichiro Kayama
• Nathan Spikes