Essays on E-Business Strategies Article

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NameCollegeCourse Date E-commerce Retailer Marketing Plan for Nature's Candy organizationSituation AnalysisThe situation analysis provides the first step of developing Nature's Candy’s e-commerce plan. Given that Nature’s Candy is in its initial stage of operation, activities of marketing are crucial to its business profitability and success. This study analyses the current situation of the company using SWOT analysis method. Nature’s Candy organization gives a wide range of private label homeopathic and naturopathic nutritional supplements. The essential market requirement is to have a large selection of practically consistent-quality and priced supplements. Nature's Candy is an organization located in Chicago and is designed to be the best e-commerce company in Web-based retailing of homeopathic and naturopathic nutritional supplements.

Even though many IT companies have failed recently, the Internet still supports and maintains e-commerce sales. Inaccessibility to capital, lack of revenue streams and unproven selling model, were the major causes of the failure. Nature's Candy is set to overcome those problems using a competent distribution system and an accessible website. Nature's Candy's will present finer Internet-based natural supplements that lower the cost of the consumers.

The company attracts as well as maintains existing customers. This organization is giving priority to a business model that has an established revenue-generation ways than focusing on market share and mere customers. Nature's Candy revenue is expected to grow to $319,000 in three years to come. The IT investment of Nature’s Candy marketing is on creation of customers’ database for sold and available nutritional supplements. ObjectivesThe objectives of Nature’s Candy are divided into two: financial and marketing. Marketing objectives include reducing the acquisition costs of customer by eight percent per annum, raising the number of repeat customers on quarterly basis by 7 percent, and maintaining a monthly steady and positive growth.

The financial objectives comprise of reducing variable costs by two percent per annum, increasing pro-forma profits by the third year, and maintain profits on ninety nine of the items listed. ControlsThe controls of developing marketing plan of Nature's Candy are to guide this organization. The following control areas will be followed to gauge the ongoing performance. The acquisition costs of the customers, the level of customer satisfaction, and the number of repeat customers. Implementation of the marketing plan will involve following various milestones to identify the main marketing programs.

This entails ensuring contingency planning for both difficulties and worst case risks. Whereas risks and difficulties include issues of software/hardware hampering placement along with fulfillment of order, problems producing visibility, and an immature market that does not adopt the convenience and efficiencies offered by Internet-based dealers, worst case risks consist of the need for liquidate equipments for covering up liabilities and problems of securing supplementary capital. The promotional campaign that will be utilized in Nature's Candy will comprise of various approaches of distribution, pricing, advertising, customer service and promotion.

The pricing campaign will to some extent undercut the general brands. Nature’s Candy will be able to perform this pricing structure by controlling its resourceful business model and making use of private label manufacturing. Distribution of all products to be sold will be carried out through the main warehouse, accessed through the website and delivered locally in this nation and also on international market. Promotion and advertising will be ensured via use of outdoor advertisement and internet-based marketing. Customer Service will be carried out through benchmarked industry models; Amazon. com and L. L.


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