Marketing Strategy in E-Commerce

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The most important changing business environment is digital media and evolving technology. With these changes, competition is critically increased. E-Commerce and e-communication must include in the company’s marketing

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

Nowadays many well-built huge companies such as IKEA link their Internet approaches to their more traditional marketing efforts, whereas some relatively new launched businesses as Amazon and Egg have selected for e-marketing approaches more or less exclusively, using all new tech tools as for instance ATMs, retail kiosks, e-mail and iTV, countless organizations and

E-commerce is the online transaction of goods and services, which has completely revolutionized business and the way in which businesses can operate. It’s now easier for customers to compare prices/products with a little time spent browsing the Internet opposed to dragging themselves to the stores. This means that e-commerce is having an impact on what and how much businesses sell, therefore influencing the profits the business gets. In this essay I will consider whether an e-commerce strategy is the best way for a business to increase their profits, or whether e-commerce is not the best strategy to do this. I will be arguing that

The internet has also brought the social networking phenomenon; it a place where people come together to share insights and opinions. It is also a marketing haven; it’s cost effective and has the opportunity to reach multiple demographics. As long as the family has a computer and internet access the information of Powder Mountain will be easily obtained. In North America alone there is a 77.4% penetration of internet users, the Asian continents have the highest amount of internet users with more than 825 million users. These numbers will only increase over the years, making online marketing an important task of any company. Identifying many of these facts will help a business to achieve success and overcome any obstacles that may get in the way.

Many organizations industriously look for the opportunity to gain the competitive advantages in their industries. One of the opportunities that frequently used by the organization is the implementation of e-commerce. Thus, the e-commerce and the online sale transaction become popular in each industry. E-commerce provides many benefits, such as the saving of shopping time, the cost savings, convenience, and free from geographical constraints.

Internet marketing strategy is essentially a channel marketing strategy and it needs to be integrated with other channels as part of multichannel marketing. It follows that an effective internet marketing strategy should

E-Marketing is part of an organization’s e-business activities. It is the use of information technology in the process of creating, communicating, and delivering value to the customers and for managing customer relationships in way that benefit the organization and its stakeholders (Strauss and Frost, 2010). According to Michael Porter (2001), he said that “The key question is not whether to deploy Internet technology-companies have no choice if they want to stay competitive-but how to deploy it.” E-Marketing strategy need to provide consistent direction for an organization’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business. E-Marketing strategy includes segmentation, targeting, differentiation, and positioning. It is also known as Tier 1 strategies (Strauss and Frost, 2010, p.51).

Kim and Mauborgne’s (2004) article explain that a vast majority of companies focus on stating in the “red ocean” as they are fighting over customers in the same market share. This author explains the reason behind this is that most companies use “competition-based red ocean strategies which has also seen them cut cost and take market share from rivalry competitors. As oppose to focusing on the “ red ocean” Kim and Mauborgne (2004) mention company’s need to begin shifting toward the “blue ocean” if they want to succeed. This can be achieved by offering differentiated products or services; it too can be achieved through reaching out and attracting a different target market. By doing this the author states that they will be moving into an

Target Corporation is the second largest discount retailer in North America – one of the “Big 3” within the United States along with Wal-Mart and Kmart. The chain has roughly over 1800 locations across the country, employs 341,000 individuals and in 2015 drew in revenue totalling US$73.785 billion (A$97.380). Target’s store formats include its discount stores Target, and the hypermarket SuperTarget along with private label brands encompassing consumable goods, furniture and electronics. The brand is often associated with its desire to provide a balance between quality and affordability to its more youthful, image-conscious demographic. This is reflected in their mission statement of “delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling their promise of expecting more and paying less.”

Building on the opportunities presented by the Internet, it is essential to devise a robust business strategy, as this will make sure the business remains focused and its marketing activities are aligned with the company’s business goals, as well as ensuring that it is aimed at the appropriate target market. In the process of preparing the digital marketing strategy, it was necessary to conduct considerable research regarding the business in order to identify and create an optimal strategy.

The E-commerce industry as a whole has only been possible since commercial internet use came about in 1991. Meaning, this is a young industry which has seen rapid growth in such a short period of time. Because of this, there is a big push to see how the purchase decision is impacted by the rise of E-commerce. However, because this is a young industry, there is much marketers still do not know about the online purchase decision made by consumers. What does the future of e-commerce look like? What do marketers need to know in the creation and implementation of digital strategy? Where are the gaps in our current knowledge? This is where my research begins.

E-commerce has built a nearly perfect market because immediate and people are able to compare the offerings from numerous sellers worldwide. The growth of E-commerce has numerous advantages over the traditional stores or brick-and-mortar stores, which include greater flexibility, improved market outreach, lower cost structures, faster transactions, broader product lines, greater convenience, and customization (Srinivasan, Anderson and Ponnavolu, 2002). E-commerce provides opportunities to businesses especially in developing countries to access to the global market and reduce the transaction costs, and also helps developing countries to overcome the world economy problems (Lawrence and Tar, 2010). Since E-commerce enables all businesses from anywhere in the world to access to the global market, all people have equally chance to compete with the others. Without E-commerce, it is almost impossible for small-medium enterprises (SMEs) to compete with the large organizations due to the amount of the capitals that makes the larger organizations to hold the advantages over the smaller organizations. E-commerce is involved the use of the information technology (IT) to improve the communications and transactions with all of an organization’s stakeholders. E-commerce is also used as a new innovation strategy to raise business competitiveness,

Many businesses are currently using various online platforms to promote and marketing their products. With the advancement of technology and increased access of the internet by people, the business have taken the opportunity to reach their potential customers through the internet. There are various advantages that accrue to a business entity that uses internet as a marketing tool. The internet marketing has tremendously increased and the businesses that have not embraced internet marketing are missing out on great opportunity (Schibrowsky, Peltier & Nill, 2007). The importance of using internet as a marketing tool is as explained below;