Optimisation of online marketing and communication for Mialis Jewelry e-shop

This study aims to analyze the marketing and communication strategy of a small business – Mialis Jewelry. The study begins with the literature review of the development of marketing and communications throughout time and introduction of the internet, before covering various search engine optimizations that businesses employ to boost their website rank. The practical part involves the situational analysis of the internal and external environment, using porters five forces, VRIO and SWOT frameworks. Furthermore, the analytics are covered in detail and econometric models are made to forecast the expected traffic in the next 3 months, which revealed that the traffic is currently stagnating. Quantitative research involved two different surveys, one of which aided in the pricing strategy of rings that were taking longer than usual to sell, revealing that some of the rings were overpriced in the customers eyes, as well as underpriced. Ultimately, a set of optimization proposals were made that would benefit the business by bringing traffic to their website and generating more sales.