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Encyclop_dia Britannica - Case Study Example

Consumer perceptions One consumer perceptions that may not be advantageous for turning Britannica.com into a leading Web portal include the poor company’s infrastructure which is overwhelmed by traffic. This therefore discourages customers from using the web portal as less than one percent get to reach the homepage during the initial period. The other disadvantage is the offering of a subscription online version of Britannica online. This therefore discourages consumers since they will have to consider other web portals offering the same kind of information but one with no subscriptions. Direct and indirect competitors Britannica’s direct competitors include Yahoo, Lycos and Excite since they offer the same kind of information to the internet users. The indirect competitors include Microsoft, Compton’s Encyclopedia, World Book and Glolier Inc. these include the major selling reference software products. The customers’ needs offered by these competitors are adequate for example Microsoft’s Encarta has many customers due to its Reference suite, offering of deluxe products and encyclopedia. The customer’s needs that are fulfilled by Britannica differ from those fulfilled by competitors as Britannica focus on traditional strengths in reference, learning and educational materials. This has enabled the company to gain popularity and growing audience numbers due to its productive and helpful information therefore brought up major implications on their business models. Ways of segmenting Britannica.com

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market Some of the actionable and meaningful ways of segmenting Britannica.com market would be through targeting consumers who mostly need education materials such as students. The segment should therefore be well dominated by sophisticated research tools and contents. The company should also aim at developing the Centre for Educational Technology Holdings and should use it in acquiring more customers in need of technological research tools. The major target should therefore be focused on library products and resources used in academic institutions. The searching capabilities should also be improved as students are the major target. The quality offered, breadth and the depth of information should be in a way that it satisfies the needs of the students searching for research materials. Charging fees to improve profitability The move by Britannica to charge for its services will not help the company in gaining any profitability as it will be impossible for students to pay for services that are being offered for free in other libraries. However, once Britannica.com major in producing quality and in-depth information as well as unique combination of reference and interactive learning resources, the students will be more than willing to pay for the extra benefit they get from the source. Therefore for this strategy to bring in profits, additional features and new services should be introduced and maintained as this will help students in need of different features from those offered for free. Would you invest in Britannica.com Company? If I was an investor, I would invest in Britannica.com Company. The reason for this is because the company has promising benefits but is lacking good management. I would therefore invest under the condition that I will be in a position of changing the business models. First I would set new strategies that will specifically focus students’


& Name: Britannica.com Case study Was the free of charge strategy congruent with other offers? Britannica’s online strategy was congruent with the offer because the company was also getting some revenue from the sale of CD-ROM…
Encyclop_dia Britannica
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