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E-Marketing analyzing websites - Term Paper Example

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E-Marketing Analyzing Websites Table of Contents PART 1 - Overview: The Company 4 Brief Overview: 4 Situation Analysis (SWOT) 4 Segmentation Targeting Differentiation 5 Positioning Strategies 6 PART 2 - Benefit, Cost & Value Creation – The Marketing Mix 6 Creating a Positive Customer Experience 6 Benefit, Cost & Value creation 6 Internet Marketing Mix 6 Customer Relationship Management Features 7 PART 3 - Consumer Characteristics & Branding Strategy 8 Ethical and Legal Issues 8 Environmental, situational, and personal factors affecting users 8 STDP Strategies 8 Branding and consistency online/offline branding 8 Offline versus Online Customers 9 PART 4 - Evaluation of the Website…
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E-Marketing analyzing websites
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Download file to see previous pages The company was established in the year 1999 by Jack Ma. His aim was to make internet accessible, beneficial and trustworthy for every individual of the society (Alibaba, n.d.). The company is presently headquartered at Hangzhou, China. The primary business of the company is to facilitate online selling and buying from anywhere in the world. Also for the B2B segment it connects organizations with manufacturers and suppliers all over the world. It employs around 24,000 people and has operation in 70 countries of the world. The company claims that as of March 2012, it had 79 million registered online users who are spread across 240 countries of the world (Chinadaily, 2012). ...
also sells internet infrastructure services, business management software, export related services, and offers educational services to develop e-commerce and enterprise management professional. The major competitors of the company are eBay Inc.,,, Global Sources Ltd., and among others (Crunchbase, 2012). Situation Analysis (SWOT) Strength The company has strong market position Balanced business Model Less exposure to international trade environment The company is earning more revenues from the value added services. Integration of e-commerce Weakness The company finds difficulty in to contradict the selling of forged products. Opportunities Robust growth of Chinese economy Opportunity to foray into the Indian market The company should continue to expand value added service offerings (Marketline, 2011). Threats The biggest threat of the company comes in the form of internet fraud. Problems related to litigation Intense competition Segmentation Targeting Differentiation Segmentation is a major part of marketing. It is about sub-dividing the heterogeneous market into groups of homogenous segments (Allen, Macy and Hutchison, 2009, p.21). Segmentation helps companies to effectively target the customers (Croft, 1994, p.1). Among the available forms of segmentation i.e. psychographic segmentation, geographic segmentation, and behavioural segmentation, segments its market on the basis of demographics. They offer wide range of products and services so that every age group, gender, and occupation gets satisfied. The company targets its customers through the help of its existing customers. It depends heavily on the word of mouth promotion. In addition, customers are also targeted by means of promoting products through popular media. ...Download file to see next pagesRead More
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