External Macro Environment

In the past years, there have been numerous changes in the retail industry (Braatz, 2002). With the success of the Internet, retailers have quickly adapted to the online market and recognize

Online commerce was introduced to consumers in the mid-1990’s, and in the years since, it has grown exponentially. It started out virtually nonexistent and has become a multi-billion dollar industry. Nearly every retail sector has entered online commerce; clothing, electronics, home, health and grooming items, even food and groceries are starting to gain traction online. Online commerce sites rival traditional brick and mortar stores such as Walmart and Target, as well as other big-box stores. As online retailers such as Amazon continue to expand, many brick and mortar stores have been making their way online, indicative of an increasing movement towards online commerce. With more than 80% of the online population having made an online

Many people are moving from physical stores to purchasing merchandise and services on the Internet. Today,

Technology innovations and breakthroughs have forced businesses to adapt or risk losing customers to the more agile and flexible competitors. According to Dulipovici & Vieru (2015) new technologies are moving businesses into the virtual realm. Customers are able to use a smartphone to make a purchase with a credit card and have it shipped to a location anywhere in the world. Technology has allowed hotels and airlines to install do-it-yourself kiosks to expedite reservations. This has helped these two critical service industries to streamline operations while improving service to consumers.

The trend toward shopping using the Internet is growing faster than expected (Cramer, 2014). Since Internet has become popular medium for people to shop, more companies then launched online shopping platform. With this new platform, they were able to do sales directly to their customer.

For retailers, being online is efficient and improves customer relationships, but it does not replace a retailer's ability to "up-sell" and ultimately it struggles to match the brand appeal created by a physical presence in a strong shopping centre.

Online shopping has experienced rapid growth during the recent years due to the unique advantages it offers for consumers. While it is still nice to stop by a store to touch and see the products, the convenience of online shopping cannot be beat. And for

In the era of rapid development of information technology, online shopping into people's life, especially young people. Online shopping is a blow to the store, so people would compare the advantages and the disadvantages between shopping for goods online and buying goods in store. I think they have their own advantages and disadvantages, and online shopping and shopping in store are both important.

The aim of the research is to find the reasons for the expansion in use of online shopping and the factors that contributed to this growth.

This is evidence that online shopping is affecting the viability of physical storefronts to stay in business. Identify the main problems and offer solution. There are a growing number of people choosing online shopping and this growing trend has emerged all over the world over the last few decades. Online shopping cuts a lot of hassle and stress out of going to the store but also has a possibility of charging more so people are more and more interested meanwhile many would argue that it is an easy alternative to leaving the house and going to the mall. Online shopping is making things much easier in terms of time. The only thing you have to do is go to the

Apple stores use mobile Point of Sale terminals to add the convenience of ‘click to pay’ to their physical shopping experience and provide customers with an email receipt from the POS terminal (Ernst & Young LLP; 2011). Through digital technology to enhance traditional business models an computerised and digital services can be used to participate with and extend accessible manual services to companies such as eBay an its auction model, Life insurance with its computing algorithms, and Dell/Amazon with their dynamic pricing make better use of self-service channels including customer service through social media (Ernst & Young LLP;

Fraud Risks, there always high level of risks when it comes to online business, because there are many hackers are frauds out there trying to break into company privacy and security. There are many cases of fraud online shopping, this could spoil online shopping image. Companies should have someone to keep monitoring their social media accounts several times per

Economic: Developed markets pose a risk to the luxury industry, however emerging markets such as China and India present opportunity for Coach as their middle class’s continue to grow.

By marketing environment, we mean both the macro-environment surrounding the industry and the task environment in which the organisation intimately operates. The macro-environment consists of the large scale forces and factors influencing the company’s future over which the company has very little control. These forces are normally divided into economic-demographic factors, technological factors, political-legal factors, and social-cultural factors. The marketing auditor’s task is to assess the key trends and their implications for company marketing action.

The larger societal forces that affect the microenvironment- demographic, economic,natural, technological, political, and cultural forces. These factors represent constraints within which all organizations including the automobile industry must function.