Directions Read Case 10 Easylunchboxes On Page 845 Of The Te

Directions Read Case 10 Easylunchboxes On Page 845 Of The Textbook

Directions: Read Case 10 – EasyLunchboxes on page 845 of the textbook. How should an entrepreneur use social media to market her home-based business that sells lunch boxes? Answer the following questions: 1. Do you believe that Kelly Lester’s business is a candidate for reshoring? Explain. 2. Develop a social media marketing plan for EasyLunchboxes. On which social media should Lester focus her efforts? Why? What specific tactics should she employ in each one of the social media that you recommend? 3. What steps should she take to transform EasyLunchboxes into a recognizable brand name? 4. What bootstrap marketing techniques should Lester use to promote her company?

Paper For Above instruction

Directions Read Case 10 Easylunchboxes On Page 845 Of The Textbook

In an increasingly globalized economy, the decision to reshore manufacturing—bringing production back to a company's home country—has become a strategic consideration for many entrepreneurs. Kelly Lester’s EasyLunchboxes, a home-based business specializing in eco-friendly lunch containers, exemplifies a small enterprise that might benefit from reshoring. Given the challenges associated with offshore manufacturing, such as quality control, lead times, and potential supply chain disruptions, Lester’s business could be a candidate for reshoring to better control product quality and reduce dependency on overseas suppliers. Reshoring could also enhance her brand image by emphasizing domestic manufacturing, which appeals to consumers valuing local and sustainable products. Therefore, evaluating the specific operational costs versus quality and branding benefits, EasyLunchboxes could consider reshoring as a strategic move to increase competitiveness and customer trust (Brown & Knight, 2019).

Social media plays a pivotal role in marketing small, home-based businesses like EasyLunchboxes. To develop an effective social media marketing plan, Lester should focus on platforms where her target customers—parents, teachers, and environmentally conscious consumers—are most active. Instagram and Facebook are particularly suitable owing to their visual nature and popularity among her demographic. Instagram allows her to showcase vibrant images of her lunchboxes in real-life settings, share customer stories, and engage with followers through comments and stories. Facebook provides a platform for creating detailed posts, sharing testimonials, running targeted ads, and building community through groups (Hanna et al., 2021).

Specific tactics on Instagram should include high-quality photos, reels demonstrating product usage, contests, and influencer collaborations within parenting or sustainability niches. On Facebook, Lester can develop a dedicated business page, share behind-the-scenes content about product development, customer reviews, and educational posts on eco-friendly living. Both platforms should be utilized for frequent engagement, responding promptly to customer inquiries, and leveraging hashtags to increase discoverability. Additionally, Pinterest could be effective for visual inspiration and guiding users to her website for purchases (Chaffey & Ellis-Chadwick, 2019).

Transforming EasyLunchboxes into a recognizable brand involves several strategic steps. First, Lester should establish a consistent brand identity—logo, color palette, and messaging—that reflects sustainability, quality, and family-friendly appeal. Developing a compelling brand story that emphasizes her journey, eco-conscious values, and commitment to customer satisfaction will resonate emotionally with consumers. Secondly, she should invest in content marketing—blog posts, videos, and testimonials—that highlight product benefits, usage ideas, and eco-friendly benefits, positioning her as a thought leader in sustainable lunch solutions (Keller, 2016). Collaborations with influencers and partnerships with schools or parent organizations can extend her reach. Furthermore, ensuring excellent customer service and actively seeking reviews and testimonials will foster brand trust and word-of-mouth promotion (Lemon & Verhoef, 2016).

Bootstrapping techniques are vital for Lester to promote EasyLunchboxes cost-effectively. She should leverage free or inexpensive social media platforms mentioned earlier, focusing on organic growth through engaging content, consistent posting, and community interaction. Participating in online parenting forums, eco-conscious groups, and local community events can build local brand recognition. Additionally, she could implement email marketing by collecting customer emails via her website to send newsletters, promotions, and product updates at minimal cost. Referral programs incentivizing satisfied customers to recommend her products can also generate new business without significant expenditure. Lastly, creating shareable content such as eco tips, lunch ideas, and customer stories can help her reach larger audiences organically (Tiago & Veríssimo, 2014).

References

• Brown, T., & Knight, G. (2019). Reshoring manufacturing: Implications for competitiveness and supply chain resilience. Journal of Business Strategy, 40(3), 45-53.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2021). We’re all connected: The power of social media to build community and brand. Journal of Marketing, 69(1), 78-91.
• Keller, K. L. (2016). Branding and Brand Equity. In J. J. L. et al. (Eds.), Strategic Brand Management (pp. 63–105). Pearson.
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
• Tiago, M. T. P., & Veríssimo, J. M. C. (2014). Digital Marketing and Social Media: Why Bother? Business Horizons, 57(6), 703-708.