Internet Marketing of Gucci Company - Case Study Example

Internet Marketing- Website Audit Name: Class: Instructor: School, City: Date of submission: Introduction Handbags market trends highly in the globally. Differentiated companies try to thrive in the market that does not offer any monopolistic advantages (Chaffey, 2013). Women are always thrilled by an evolving product fashion. There are several companies that offer different types of bags. Besides selling of the bags, there are different strategies that the companies that bags use to approach the market. The strategies commence from the operational endeavours to the way the company approaches the supply networks. In addition, industry of manufacturing Bags has outstanding manufacturers. However, the contentious issue lies around creating an affirmative environment for the companies to thrive in business (Djonov, 2005). Companies that rank highly in the handbag selling practices include the Gucci, Chanel, Prada, and Louis Vuitton. Each of these companies produces competitive brands of handbags. They get distinguished by the manner through which the website exhibits the quality, the source of market, the dimension of customization and the commerce practices. Gucci Company is the subject company that gets assessed and will get compared with the rest of the companies in each of the subject topics. This essay explores the websites features and enhancements in each of the companies, Chanel, Prada, and Louis Vuitton as compared to those of the Gucci Company. Community Companies in the global market desire to have a grip of what their customers resemble. Accordingly, the advancements they make revolve around the nature of the websites. Websites, in most cases, are formed to create a communication platform. The platform could be one-way, two-way or even webbed (Munster, 2014). For instance, the Gucci Company, which sells most of the cheapest but quality handbag brands, has a distinct kind of website. First, the website offers a membership access pathway. The consumers, or any interested party is allowed to sign up and login to join the global membership platform for the Gucci handbag sector. First, the site has enabled capstones and communication applications which create a Gucci community. For instance, there are alternative means of communication, rather than the ancient email way. They include, twitter, Face book, Google Plus, YouTube, among other which form the Gucci handbag trading chime of change. These platforms of communication result into a more dynamic formulation of online communities such as chartrooms offered by twitter email and even face book. Additionally, the blogs and ads applied via Google plus also form the basis of forming an online community. Alternatively, the Channel Bags and Handbags website is quite different if compared to the Gucci website. First, it creates a platform to prospective consumers to access the product portfolio (“CHANEL Official Website”, 2012). However, it does not support the online communication that customers and interested members would wish to have with respect to the products sold. Prada, an Italian guru in selling expensive handbags is subject to a number of communication communities. For instance, it supports the facebook and twitter. However, it has not incorporated as numerous channels as possible, compared to Gucci. The rate of selling may also be affected by that. Finally, Louis Vuitton offers a platform for the live assistance from the customer care representatives. However, it does not purpose for any online or even offline community since there is a deficiency of online communication sites that facilitate presence of online chat rooms (Djonov, 2005). Chanel, on the other side, has a number of channels that enable it to create an online and offline community. The channels include Facebook, twitter, Google + and YouTube. Additionally, the site enables customers to adopt and use the language they can manage to communicate ineffectively. This case is also similar to that of Prada. Customization The Gucci Company, besides selling handbags, sells products that are used by different categories of users. If one accesses the official website belonging to Gucci, there are provisions for the user to make quick search efforts. That is; the site gets customized in a manner that it serves the customers with much ease. For instance, eh main tool bar allows for categories of women, men and kids to access the portfolio of products that they need to know about and even make purchases. It is, therefore, easy to identify the handbags of choice at random without wasting time. The same case applies to Louis Vuitton. However, Chanel does have not had features that will guide the users towards a feasible solution to immediate consumer needs. The access tabs are present. However, they are not subject to making the customers' needs easily solved due to the complex state. At times, one has to wait for the site to auto-navigate the handbag products for the customer to see and have an ideal of the bag he or she wants to purchase. The Prada is faintly customized. That is; there are access tools for man and woman, especially, but it does not provide any tab access kids' products (“PRADA — OFFICIAL WEBSITE”, 2014). However, its level of customization is close to competitive with respect to that of Gucci. Communication Communication gets facilitated whenever there is an effective process of encoding and decoding of messages. Accordingly, there are several channels that companies can use to facilitate communication (Ross, 2010). Accordingly, this incorporates the use of emails to send newsletters, use of Google applications to create blogs among others. Gucci's website has a section where one can make newsletter subscriptions. Additionally, the websites option to create an account presents a chance for the company to have secured communication and updates to the members who willingly sign up. The websites also provide a flexible option for the customers to ‘follow' it on sites such as twitter, facebook. Options are also available where one can contact the customer care desk on direct means. It creates an effective communication environment. Louis Vuitton does have a common feature with Gucci with respect to the enabled feature to create an account with the company (“Cheap Louis Vuitton Official Outlet Online USA Sale”, 2014). However, there are minimal chances that it offers to the customers for them to enjoy communication. Prada and Chanel companies just offer the ‘contact assistance channel' for the purpose of communication. It means that there is limited communication provided by the websites in these websites, compared to that of Gucci. Connection Besides other links such as being own enterprises, websites often link with each other to promote cohesiveness in the manner by which they operate (Munster, 2014). The Gucci website links directly with websites such as facebook, twitter, Google plus amongst others. That is; whenever there arises a situation where one needs to communicate through these sites, and then it is realistic for them to act accordingly. Additionally, direct links have been provided by these companies since it is a joint form of investment with reference to the number of clicks. The same case applies to the rest of the competitor companies, Prada, Chanel and Louis Vuitton. Commerce Commerce incorporates both accountings for and carrying out transactions. It is feasible for a well-designed website to facilitate commercial activities online (Kunst et.al, 2002). First, Gucci official website provides a channel for commercial activities transpire. For instance, the website has a shopping bag which indicates the feasibility for the customers to buy products online from the company. The websites can provide detailed information about purchases made from the purchase information tab. Further, the company, through the website, manages to offer shipping directives especially if one is a signed up member. The site, therefore, has capabilities to reflect commercial transactions undertaken. Similarly, the Louis Vuitton offers the platform for shopping from the website. To the advantage of the customer, the website also facilitates the price knowledge of the customer. The after sales services, which the customer has to subscribe for are also facilitated from the website. Unfortunately, Channel's website does not harbour enabled application elevated to support commercial endeavours. The same case applies to Prada. It does not facilitate online commercial activities. Most of the applications are enabled on the websites of these two particular company websites. They reflect the handbag products and brands that are customized by the company, but it does not offer any opportunity to trade online. Accordingly, the Gucci handbag website enables the company to retain a competitive-edge in the market despite the quality that the rest of the competitor brands offer. Convergence Technologically, converge in websites depicts the manner in the company would let the organization and the website to have a point of convergence (Chaffey, 2013). That is; the website needs to communicate with the actual business. The Gucci website does not have an enabled form of convergence. For instance, it is complex to identify a Simple Syndication in the website. However, according to reliable sources of information, Gucci intends to carry out convergence with prominent websites to facilitate continued sharing of information. One of the prospective companies is Microsoft. The Gucci and Microsoft convergence through channels such as a simple syndication will facilitate the company to have a handle of the company's operations, as well as, the website updates and applications. According to research on the websites, none of the companies being compared to Gucci have made substantial efforts to incorporate convergence measures (Djonov, 2005). The prospects of creating convergence strategies by Gucci Company could offer a chance for non-frantic excellence to the company's website performance. Cross promotion Cross promotion is exhibited as the utmost faithful act by two companies to extend cooperative marketing of each other's products. Gucci, from the current website point of view, does not engage in cross-promotion. It would be expected that the site facilitates the appearance of active links that could serve the purpose of spiral marketing on such a resilient website. However, that is not the case. None of the associate companies has a chance to update their new inventions via the websites. At times, after creating an account, fault links force their way into the site. Similarly, the Chanel, Prada, and Louis Vuitton do not have features nor accept that other cross adverts are made through the same website. Each of the websites gives clear product adverts and even their prices, however, the level of confidentiality in the way they express the marketing strategies is also confiding. Compliance First, the Gucci Company has enabled fast accessibility even in situations where literacy in education is concerned. For instance, the company is effectively enabled with the WAI (web accessibility Initiative measures. It is easily accessible. According to listing companies that are used to creating reference points for companies, Gucci has complied with the necessary website hosting policies. For instance, it is has a set of policies which the customers, or individuals who intend to sign up with the website ought to comply (Chaffey, 2013). For instance, on the basic display of the website, there is the indicated signer that stipulates that the site complies and is reinforced by a copyright dated for the year 2012. Additionally, the company's website complies with the art that there is the essence in the creation of a set of private policy terms. Similarly, the Prada Company complies with the private legislation provisions of the international business law. Accordingly, its compliance is dated between year 2007 to 2014 under the company info and legal provisions. This also gives the website a legal entity for those who would wish to entrust their finical transactions on the basis of online website operations. The company also complies with the w3 internet compliance necessity. Therefore, the accessibility is highly ranked. The Louis Vuitton, according to the notes indicated on the website, complies with the privacy legal provisions. He copyrights that are accrued to the website created behind the compliance indicate that the company possesses a privacy legal notice. It also complies with the policies relating to web accessibility. That is; the website complies with the WAI (Web accessibility initiative). Any browser can access the website from any location globally. Finally, the Channel website also complies with the web accessibility initiative and the private legislative policies. The website is reinforced and approved on a legal basis of compliance due to the clarity of its creation. Other bases include the security measures put into place, the data collection rights and the ability to provide and identifiable information regarding the website information. Currency The technologically-oriented developments that have recently emerged in the global market demand that all the strategies that the companies use should rhyme with the dynamics (Huilan, 2004). Accordingly, most of the websites that companies tend to rely on should respect the art of currency. Ideally, aged or under grade websites not able to hold and maintain compliance requirement of accessibility initiative. Accordingly, the website fails to hold and accommodate new applications such as online community sites such face book, customized chartrooms and twitter among new communication developments. First, the Gucci website shows that the recent patents were acquired in the year 2012 and have not expired. In addition, the recent purchase records do not date later than the year 2012. The communication means that the website incorporates are dated to have established themselves in the past recent years. That is; they are still new. Additionally, the recent features and adverts made on the site are dated back in the years 2013 and 2014. The Chanel's copyright is dated year 2014. The same case applies the website for Prada and Louis Vuitton. Therefore, this implies that all the websites indicate currency about their initiation or upgrading process. Bibliography Chaffey, D., Smith, P.R., (2013) E-Marketing Excellence, Routledge, 4th edition. CHANEL Official Website. (n.d.). Retrieved October 12, 2014, from http://www.chanel.com/# Cheap Louis Vuitton Official Outlet Online USA Sale. (n.d.). Retrieved October 12, 2014, from http://www.frontyardforager.com/louis-vuitton-official-website-c-3.html Djonov, E. (2005). Analysing the organisation of information in websites: From hypermedia design to systemic functional hypermedia discourse analysis (Doctoral dissertation, The University of New South Wales Australia 2005). Gucci Official Site - Founded In Florence, Italy in 1921. (n.d.). Retrieved October 12, 2014, from http://www.gucci.com/pt/home Huilan, L. H. Y. (2004). Analysis on the Current Situation Construction of Provices' Websites in China [J]. Information Science, 2, 004. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. Kunst, H., Groot, D., Latthe, P. M., Latthe, M., & Khan, K. S. (2002). Accuracy of information on apparently credible websites: survey of five common health topics. Bmj, 324(7337), 581-582. Luxury Gucci Medium Messenger Bag 181092 Ftq8g 1193 - Gucci Handbags Outlet Clearance Sale. (n.d.). Retrieved October 12, 2014, from http://www.guccicheapsaleoutlet.com/gucci-medium-messenger-bag-181092-ftq8g-1193--gucci-handbags-outlet-p-3950.html Munster, R. H. E. (2014). Engagement of E-marketing by Luxury Brands, including an Empirical Study. Norris, M. L., Boydell, K. M., Pinhas, L., & Katzman, D. K. (2006). Ana and the Internet: A review of pro‐anorexia websites. International Journal of Eating Disorders, 39(6), 443-447. PRADA — OFFICIAL WEBSITE. (2014.). Retrieved from http://www.prada.com/en/fashion-shows-ss15/woman Ross, F. (2010). Leveraging Niche Fashion Markets through Mass Customization, Co-design, Style Advice, and New Technology: A Study of Gay Aesthetics and Website Design. Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, 2(2), 175-198. Read More