The paper "CK-E-LINK Company E-business" is a perfect example of a marketing case study. Operating in the business world has currently turned out to be more complex, particularly in an international platform (Prajogo 2007, p. 67). Perez-Freije & Enkel (2007, p. 12) argues that globalization and technology have created a new platform of competition that is, if a company cannot embrace the two strategies, then soon they might find themselves pushed out the market. Owing to the technological advancements in people’ s lives there is a need for the digitization of organizations to keep up with the pace (Hooshang, Salehi-Sangari & Engstrom 2006, p. 150).
Shopper marketing has evolved a great deal, influenced by the rising insight into the shopper’ s behavior and the persistent development of digital tools and strategies. Sirmon, Hitt & Ireland (2007, p. 274) claim that the increase in the application of web technologies in recent years has compelled organization managers to rethink on techniques of marketing for reaching more customers. This is the reason that has made the management of CK-E-LINK Company not establish Brick and Mortar company but to make it Bricks and Clicks.
Based on this information, this business plan is will be drawn based on the strategic analysis conducted on the UK market. The strategic analysis will be a true reflection of 8 key e-business strategic decisions. 2.0 The UK Industry and business environment According to FashionUnited (2014), the UK fashion industry is recognized globally for its fresh, innovative and quality designs along with strong branding. On the other hand, most of its citizen are middle-income owners with high disposable income to buy snacks and related products (CIA 2014). The industry fashion has faced intense competition due to the presence of more established companies offering similar products.
FashionUnited (2014), argues that Women's fashion is, without doubt, the foundation of this industry since women tend to use a high amount of their disposable income on wear and clothing in general. Diversification and use of new technology into their business will be a competitive advantage for CK-E-LINK Company including the customer. 2.1Political Factors The political factors normally have a massive influence on the regulation of markets and the consumers’ buying power. The government led by the prime minister David Cameron is determined to boost trade since the UK is coming from the economic recession of 2008 (CIA 2014).
In 2010, the UK was considered to have the largest e-commerce market globally, according to the amount used per capita (CIA 2014). However, the government is partly regulating the industry to protect its sectors from product dumping. 2.2 Economic Factors According to CIA (2014), the UK has an open economy. The UK, leading trading power and financial center, is the third-largest economy in Europe after Germany and France.
Properly controlled fiscal and monetary policies have led to an expanding economy in the country with low inflation and strong government finances. In 2008, however, the global financial crisis hit the economy particularly hard, due to the importance of its financial sector (Think etc. 2013). After being affected by the worst recession, the country is now recovering, and analysts predict an increase in revenue in most businesses because of the growth of consumer purchasing power in the entire UK (UTI 2012). This is backed by the growth of the economy by 1.1 per cent in 2010, the greatest growth in 4 years.
Weak spending of the consumers and downcast business investment became a heavy burden for the economy in 2012. Nevertheless, the GDP rose by 1.4% in 2013 and accelerating consumer purchasing power (CIA 2014). This is a good sign for a business that is gaining momentum like CK-E-LINK Company.
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