The paper "E-Business Marketing Principles And Practice" is a great example of a Marketing Case Study. The main aim of marketing is to allow the business to create value as well as building strong customer relations and in return, the business captures value from the customers. Without better marketing principles, businesses find it hard to identify, satisfy and keep customers. Achievement of the business goals depends on understanding the needs of target markets as well as being able to deliver the desired market satisfactions in a more effective manner as compared to competitors.
With increase in technology, businesses have adopted online marketing which involves application of principles and techniques in marketing through the internet. This has been seen as a better way of marketing the brand worldwide using internet (Christensen 97). Before starting business in any place, it is essential to identify and understand your competitors and customers. This calls for a marketing research that allows investors to conduct research on activities of marketing where this information assists in planning of marketing activities, gauging the marketing environment and get information from various suppliers.
Upon understanding the marketing environment, it is easy to make decision on the market segmentation by dividing the customers according to their needs and wants. Aftermarket research, an organization can be able to focus on limited resources as an opportunity to increase sales and in turn, achieving sustainable competitive advantage. Use of internet will offer the organisations an opportunity to market their products and services to a wide range of customers than before. In order to reach these customers and develop trust and loyalty by delivering competitiveness in pricing, convenience, quality, and the right products as well as services, the organizations need a solid e-marketing plan (Hoffman and Thomas 59).
A move to e-marketing requires developing a plan, implementing it, accountability in actual results and utilization of metrics to assist you towards a successful e-business (Kotle et al. 21). THEFACESHOP is a retailer of make-up and skincare products based in South Korea. Its products are aimed and both women and men. Among the many stores they have worldwide, THEFACESHOP ventured in Australia in 2006 where it opened its first store in Sydney.
Currently, THEFACESHOP has been able to open stores in big cities throughout the world. Its brand essence is focused on cosmetics of high quality where its ingredients are from nature. Its inspiration is nature-based and it believes of natural beauty for everyone. FACESHOP’ s presence in Australia is not strong particularly for the people of Australia and it is using its E-marketing idea in a simple form. This report is aimed at developing a marketing plan in order to allow extensive exploitation of the E-marketing. This will provide chances for increasing awareness of the target market, capturing more advantages as well as increasing sales. Situation analysis Porter’ s five Competitive rivalry The cosmetic industry is highly competitive as there are major players include the foreign and local cosmetic retailers.
This means that the rivalry that among the competitors is strong. It is also worth noting that the differentiation of product is very little because most of the make-ups are almost the same. This also applies to perfumes where the scents smell similar. Because there is large number of firms, it is possible that the particular firm that have already established themselves are dominant.
As the product differentiation is very little, it is easy for customers to switch from one firm’ s perfume or make-up to another. In this case, company’ s growth depends on its ability to steal customer from other competitors (Lal, Rajiv and Miklis 490). There is also an aggressive competition based on innovation in such as frequently changing industry. This kind of competition can be attributed to the rate of growth of industry, overcapacity in the industry, diversity of competitors which include locals as well as a wide range of foreigners, and asymmetry of information.
This describes the competition intensity that is present among firms in this industry. As a result of this, firms are looking for the possible means of gaining competitive advantage where E-marketing can serve as one of the ways to success. With high degree of rivalry, the competition becomes constant as there are always new products that come into the market daily. It is also important to note that special promotions and reduction in prices in cosmetics are not so popular and common.
Hence, using this way may be better for THEFACESHOP for attracting new customers (Adcock 20).
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