Essays on Internet Strategy Development And Implementation Case Study

Download full paperFile format: .doc, available for editing

  The paper "Internet Strategy Development And Implementation" is a perfect example of a Marketing Case Study. Sydney Car component manufacturer is a company that deals with the manufacturing of the following car components; air conditioners, brakes, driveshafts, exhaust systems, clutches, and flywheels. The company was formed at the beginning of the year 2010. The output has been encouraging with most customers buying the products offered by the company. The products bear a trademark name of ‘ SYDNEY’ that enables them to be distinct from a variety of similar products in the market.

The company has grown to a fully-fledged manufacturing company integrating modern technology and an ultra-modern manufacturing warehouse. Current Marketing Strategies Due to a competitive market, the company has adopted the following marketing strategies to help boost profits and sales. Flyers- this was the initial marketing strategy of the company. The flyers were cheaper in production and were an easy carpet-bombing method. They were distributed to the major auto-spare shops around Sydney and directly to the car owners. They highlighted the contact information, the services and offers available to the consumers. The feedback was positive.

The flyers have remained an attractive mode of communication even in the present times. Value Additions- this is very similar to free appraisals and coupons. They are aimed at widening the gap of competition and provide greater customer satisfaction. The company has incorporated the following as value additions; discounts for repeat customers and referral awards. As the company grows, it considers that other value additions such as point card or preferred customer card would be very core at capturing the market. The company also plans to make a big branded auto garage where the customers can be assisted to fix the car components. Posters and Billboards- the company has in the recent past partnered with advertising agents in making presentable billboards.

The billboards are important since they capture the attention of the motorists. These have been an important mode, bearing I mind that the company has been getting stiff competition from the established competitors in the market. The agencies have also been of great value in distributing the posters of the products that the company offers to various key attention points. Follow up and Feedback system. This has been an important tool for the company not only as a marketing tool but also as a strategy tool.

The company has a contact department through which customers may make inquiries and clarifications. The contact center is also important in collecting the concerns and compliments of the company. This is pivotal in mission rolling and in the quest to reach the demands and tastes of the company. Corporate sponsoring The company has engaged in its branding through sponsoring the safari rallies. This being the face of the motor world, it thus comes out as a wonderful tool through which the company can be sold out to the customers.

The idea has been important in integrating corporate social responsibility and marketing as a channel to ensure better profitability of the company.


Ansoff, H. (1957) ‘Strategies for diversification’ , Harvard Business Review, September–

October, 113–24.

Baker, P. (1998) Electronic Commerce. Research Report 1998. London: KPMG

Management Consulting.

Bocij, P., Chaffey, D., Greasley, A. & Hickie, S. (1999) Business Information Systems.

Technology, development and management. London: FT Management.

Chaffey, D., Ellis-Chadwick, F. & Mayer, R., Johnston, K., (2009). Internet marketing,

strategy, implementation and practice (4th ed.). Prentice-Hall.

Chaffey (2001) Optimising e-marketing performance – a review of approaches and tools. In

Proceedings of IBM Workshop on Business Intelligence and E-marketing. Warwick, 6th December 2001

Chaffey, D. (2002) E-business and e-commerce management. Financial Times/Prentice Hall.

Harlow, UK.

Deighton, J. (1996) ‘The future of interactive marketing’ , Harvard Business Review,

November–December, 151–62.

Economist (2000) E-commerce survey. Define and sell, pages 6-12. Economist supplement,

February 26th 2000.

Fill, C. (1999) Marketing Communications – Contexts, Contents and Strategies (2nd edn).

Hemel Hempstead: Prentice Hall.

Ghosh, S. (1998) ‘Making business sense of the Internet’ , Harvard Business Review,

March–April, 127–35.

Hoffman, D.L. & Novak, T.P. (1996). Marketing in hypermedia computer-mediated

environments: conceptual foundations’ , Journal of Marketing, 60 (5), 50–68.

Hoffman, D.L. & Novak, T.P. (1997). A new marketing paradigm for electronic commerce:

The Information Society, special issue on electronic commerce, 13 (2) 43–54.

Houston, F. (1986). The marketing concept: what it is and what it is not. Journal of

Marketing, 5(7), 81–7.

Levitt, T. (1960). Marketing myopia. Harvard Business Review, July–August, 43–56.

McDonald, M. & Wilson, H. (1999) e-Marketing: Improving Marketing Effectiveness in a

Digital World. Financial Times Management, Pearson Education, Harlow, UK.

Download full paperFile format: .doc, available for editing
Contact Us