Strategic Analysis of Green Pages Directory’s Website Re-launch Plan

摘要

This paper contains a comprehensive strategic analysis of the Green Pages Directory (GPD), an online service that provides a powerful and convenient portal, search tool, resource, and hub for information on sustainable products and services worldwide. GPD is a privately owned Canadian company incorporated in British Columbia on May 2, 2008. The founder of the company, Connie Linder, is an award-winning entrepreneur who was listed as one of the Canada’s most powerful women: Top 100 in 2011. After a series of business, external, internal, and strategy options analyses, seven website relaunch strategies are devised and recommended to the GPD management team (i.e., 2 offensive strategies, 2 defensive strategies, 1 adjustment strategy, and 2 survival strategies). A criteria option weighted score decision matrix analysis is performed to evaluate the proposed strategies based on the four criteria chosen by the GPD management team (i.e., ROI, Cost, Likelihood of Success, and Future Strategic Outcome). The winning strategy, which best aligned with GPD’s goals and values, is the offensive strategy to launch a social media marketing campaign. Subsequently, a social media marketing plan with a step by step suggested implementation strategies is developed and included in this paper.