Digital Marketing and Revenue Project

You will explore eCommerce Marketing through a Google certificate program and explore revenue and sales models.

· Consider the Sparkling Water Industry ( 
https://www.drinkwaterloo.com/,  
https://drinkspindrift.com/,  
https://www.deerparkwater.com/sparkling-water,  
https://www.bubly.com/mix/index.php,  
https://www.drinkaha.com/)

· Review and analyze the Industry (not the individual firms).  Describe the industry in terms of Porter’s Five Forces Model ( 
https://www.isc.hbs.edu/strategy/business-strategy/Pages/the-five-forces.aspx) (5 pts) [At least 5 sentences]

· Choose one of the firms listed above, and examine the firm using the resource-based view of the firm ( 
https://strategicmanagementinsight.com/tools/resource-based-view/) specifically looking at VRIO [value, rarity, imitability, and organization] ( 
https://strategicmanagementinsight.com/tools/vrio/). VRIO attributes help the firm to gain and sustain a competitive advantage. (5 pts) [At least 5 sentences]

· Reflect on potential opportunities and spaces within the industry.  Example – Spindrift is now creating alcoholic seltzers under their brand.  Propose five different opportunities in this space. (5 pts) [At least 5 sentences]

· Identify 5 companies offering their products for FREE.  Explain how each generates revenue from a FREE product such as direct cross-subsidies, multi-party markets, or Freemium. (10 points) – [Company (1 pt) and process for revenue generation (1 pt) x 5 companies]