Captains Creek Organic Wines Issues - Term Paper Example

PART A: E-MARKETING PART A: E-Marketing Author Author’s Affiliation Date Table of Contents Introduction 4 Business Overview 5 Website Analysis 5 E-marketing Communications Analysis 6 Collecting and Analysing Marketing Communications Data 7 Design & Format 7 Navigation & Functionality 8 Interactivity 10 Product/Service Information 11 Security/Privacy 12 Firm Information 13 Conclusion 14 References 15 Appendix 16 16 16 18 19 20 Introduction Before the emergence of the latest Internet tools and technologies, people were establishing their web based appearances through a website with a basic template that was frequently sufficient to catch people attention towards business products and services. However, at the present time, the situation has completely changed, now the majority of medium and small sized business proprietors are well familiar with that there are numerous advantages of web based marketing that will help them expand their companies at a much faster rate. Additionally, at the present organizations realize that they need more and more sophisticated tools and communication methods in an attempt to catch clients and customers’ attention[Jan03]. In addition, the application of such tools and communication methods offers a wide variety of advantages through the Internet marketing support that are offering a great deal of support and capability to show up the right way to customer coming to their web based platform. The web based marketing facilitates the business organizations to attract prospective clients who are previously looking for the services and products that they offer which facilitates them to reel in those scenarios that are organized to make a commitment. Also, the application of web based communication and collaboration tools for the customer marketing offers a business, an effective web based support for the targeted marketing to draw more and more customer attention. Additionally, the web based marketing also facilitates them in drawing a great deal of customer attention through web based platform. Moreover, the increase in web based visitors leads to increased web based promotion that ultimately leads to enhanced customer attraction and sales[Jan03]. In this report I am going to perform a role of an industry marketing consultant and will perform a review and make recommendations on our clients marketing communications strategy. Our client is Captainscreek that has a long history of producing Captains Creek Organic wines. The business provides its information through http://www.captainscreek.com/ web based link. Business Overview Captains Creek Organic Wines is a medium size company which is owned by a small family vineyard developing a premium handcrafted standards and approved organic wines. This business is situated in the Central Highlands of Victoria, near Daylesford. This place has a cool climate that is perfect for a vineyard that rises on the rich and enhanced volcanic soils on the northern slopes of the Great Dividing Range[Cap12]. Basically, this business offers two main categories of wines are handmade, with small open fermenters for the Pinot Noir as the Chardonnay is barrel fermented. In this scenario, the first wine is Pinot Noir that is developed through a 2-4 days of pre-fermentation maceration previous to fermentation on skins with normal hand plunging. The second wine that is offered is Chardonnay. It is one hundred percent barrel fermented in fifty percent new Seguin Moreau French oak barriques by means of 11 months on gross yeast lees[Cap121]. Website Analysis The website of Captains Creek Organic wine business is quite simple with enough business and products details. The website of Captains Creek Organic wine business is offering business, products, mailing and products origin details. These all details are offering a great deal of business information and details. The business website is also offering privacy policy, terms of use, copyright details and website map based links. The design of website is very simple with three color theme. The overall user interface of website is simple not creepy. However, it lacks some kind of web based animations and communication links. Such new attractions are used to attract clients and users of web. E-marketing Communications Analysis The website of Captains Creek Organic wine business is offering not so much enhanced e-marketing tools and methods. In fact, there is very limited set of web based promotions and marketing support at web based platform of Captains Creek Organic wine business. In case of perfect web based business promotion the website lacks a lot of aspects. These all supported factors need to be improved for the sake of enhanced performance and issues management. The main page of website contains some of the basic business information and images. These all stuff is able to well explain the business products and services and leads to better business demonstration. Additionally, the business offers a mailing list of business customers to better promote business services and promotions. In this scenario, we can participate in mailing list by offering our personal details. Through this way our business will be better able to promote business ideas new products and services in a much better way. This will also lead to a great deal of enhanced business and corporate promotions. Business is also offering an excellent support for the customer satisfaction by offering link of contact us. Through this link a customer can better contact business for its services and products. This support services will lead to a great deal of promotions and business information. For better business customer support (that is basic element of any business e-marketing services) Captains Creek Organic wine business also offers a great deal of web based ordering facilities for products. However, this web based services for business ordering is not so effective because they are still operating through traditional manual way. The online dynamic order page is not accessible on the web based platform of the Captains Creek Organic wine business website. Collecting and Analysing Marketing Communications Data This section discusses some of the important aspects of Captains Creek Organic wine web based e-marketing information and data analysis. In this scenario I will perform a comprehensive analysis of some of the important aspects of Captains Creek Organic wine business web based business platform data. In the below section I will perform a detailed analysis of its e-marketing of Captains Creek Organic wine business for some main e-marketing factors: Design & Format With regards to website design and format, the website of Captains Creek Organic wine business is offering some sufficient scores. This part of website design and analysis offers good scores as compared to other website areas. I have analyzed the website for following main areas: Position on screen Format Colors Fonts Photos Virtual tour Sound Movement Subtotal Count I have assessed that this website has stuffiest scores (19) for the website design and format analysis. In comparison with other companies like Dulcinea is also offering much better support and facility as compared to Captains Creek website. It got 28 points in overall analysis. While Hardys got 29 point that shows this website is much better than Captains Creek website. Berrysbridge is also an attractive website with an excellent web design and operational support. In this scenario I have analyzed that Captains Creek website is less effective in this area as compared to other websites with respect to system design and format. Navigation & Functionality I have also analyzed the website of Captains Creek Organic wine business for the sake of some national and functionality aspects. For this purpose I have assessed website with respect to following features: Easy to use Clicks through to correct page Scrolling Quick search Appropriate number of levels Appropriate tools (buying etc) Time to download info Track purchases Site map Links to other sites and return Clear navigation guides Return to home icon In this analysis I have assessed that this website has good navigational aspects such as it contains simple and easy navigational links but the overall level of high functionality is missing. These all factors decrease the performance of this website in case of notational and functionality analysis. In case of navigation and functionality analysis the total score of website data analysis is 28 that are lower as compared to competitor of business. In comparison of Captainscreek with Dulcinea website we have got the score 32, Hardys got 40 and Berrysbridge got 45. Here I have assessed that Captainscreek has less improved navigation and functionality. These aspects are essential for all the web based platforms. On the other hand, other three website are doing well with respect to web based functionality. Captainscreek needs a great deal more improvements in case of web based platform functionality and navigational enhancements. Interactivity Interactivity is also one of main factor for successful systems e-marketing development. It defines the way how people interact with the web site[Ala03]. In this scenario I have analyzed the website for some interactivity factors. The interactivity of website is less as compared to its related competitors. I have outlined below some of the main factors of website that are used for measuring a website interactivity: Sign-up as member Feedback icon How difficult to complete forms Opt-in & opt-out for emails E-community forum The website Captains Creek Organic wine business does not have online customization options those make a website perfect for web based user interaction for e-marketing platform, which lead to a great deal of web based marketing of business. The business of Captains Creek Organic wine is having static web based platform that does not contains a user account management, feedback and other interactive user support. In comparison of interactivity for the Captainscreek website it is assessed that Dulcinea website got 14, Hardys website got 15 and Berrysbridge website 12. Here I Captainscreek website got 7 score. In this scenario, I have assessed that Captainscreek website is less effective with respect to interactivity as compared to other web sites. In this scenario, Captainscreek offers a less effective performance and functionality that make it less effective as compared to other websites. Product/Service Information Captains Creek Organic wine business website contains a very introductory level of information about products and services of the business. These all details are aimed at offering a considerable informational support for business promotions. The business website lacks website based products and services details. The analysis performed on the website data is based on below given factors: Range Features Availability Prices FAQ Currency of information Pdf format for printing Error free No "this page under development" notices The web based platform of Captains Creek Organic wine business website lacks a lot of features mentioned above which are essential for a better and enhanced business platform. In fact, these factors also are essential for an effective web based e-marketing platform. In case of product and services information Dulcinea website got 28 points, Captainscreek website gained 9 points, Hardys website gained 27 points and Berrysbridge website gain 28 points. Here I have analyzed that Captainscreek website online platform offers incomplete support for business products and services. There is a great deal of need for enhancement of business web based platform for system enhancement. Security/Privacy On the name of security features the business website of the Captains Creek Organic wine business contains only privacy policy statement for user protection guidelines. Here we have found no security and privacy features. However, in such static web based platform there is no need for online security and privacy support services. Here I have assessed and gathered data about web site for the following main features of web based platform: Details of personal data collected How data used Your access to data Links to other sites Security/credit card security FAQ This website is missing personalization features those are one of the main factors for online security and privacy platform. The overall security and privacy features are very much necessary for building web based customer confidence. So there is great deal of need for offering such features. With respect to security and privacy for the web based systems Dulcinea website got 18 points, Captainscreek got 9 points, Hardysb got 15 points and Berrysbridge got 20 points. In this overall analysis I have assessed that Captainscreek contains less services of security and privacy. Other 3 websites are offering very much enhanced services for performance online security management. Firm Information The Captains Creek Organic wine business website offers limited firm information. The website is assessed for below given factors: History Is the brand clear Financial performance Press releases Senior mgt details Contact details Store/office locations Info up to date Hours of business FAQ Frequency of updating website With regards to firm information presentation Dulcinea website attained 38 score, Captainscreek website got 39 score, Hardys got 37 score while Berrysbridge got 36 score. In this scenario I have assessed that Captainscreek website is offering a great deal of enhanced performance and functionality and performance through the web based platform. This website is offering approximately similar services as compared to other websites. Conclusion At the present, the Internet has become an essential tool for carrying out business activities. Marketing is a very important business task. At the present, the majority of business organizations make use of the Internet to market and promote their businesses. The use of the Internet offers a lot of advantages to the businesses. This paper has presented a detailed analysis of e-marketing process of a wine business. In this research I have presented a detailed analysis of investigation of the Captains Creek Organic wine business e-marketing aspects. This research has investigated some of the important areas and aspects regarding establishment of better e-marketing platform areas. This research will offer a great deal of analysis of better e-marketing services establishment. References Jan03: , (Summers, Gardiner, Lamb, hair, & Mcdaniel, 2003; Nicholas Creative Media, LLC., 2008; ChristiaNet, 2012), Cap12: , (Captainscreek, 2012), Cap121: , (Captainscreek2, 2012), Ala03: , (Dix, Finlay, Abowd, & Beale, 2003), Appendix Weighted Matrix Rate the firms/website elements as follows 0 = completely absent 1 = very poor 2 = poor 3 = average 4 = good 5 = very good   Dulcinea Berrysbridge Captainscreek Hardys Weights Design & Format           25% position on screen 1 3 3 4 4 format ("too busy") 2 3 4 3 4 colours 3 4 3 3 4 fonts 4 4 4 4 3 photos 5 4 3 3 3 virtual tour 6 3 3 0 3 sound 7 3 3 0 4 movement 8 4 3 2 4 subtotal           count 8 28 26 19 29 weighted score max score 40 10 Navigation / Functionality 25% easy to use 1 2 3 4 3 clicks through to correct page 2 2 3 5 3 scrolling 3 2 3 4 3 quick search 4 2 4 2 3 appropriate number of levels 5 3 4 4 3 appropriate tools (buying etc) 6 3 4 1 4 time to download info 7 3 4 0 3 track purchases 8 3 4 3 4 site map 9 3 4 0 3 links to other sites and return 10 3 4 0 4 clear navigation guides 11 3 4 5 3 return to home icon 12 3 4 4 4 subtotal           count 12 32 45 32 40 weighted score max score 60 15 Interactivity 20% sign-up as member 1 3 3 0 3 feedback icon 2 4 3 0 4 how difficult to complete forms 3 3 3 3 4 opt-in & opt-out for emails 4 4 3 4 4 e-community forum 5         subtotal           count 5 14 12 7 15 weighted score max score 25 5 Product/Service Information 10% range 1 3 3 2 3 features 2 3 4 2 3 availability 3 3 3 2 3 prices 4 3 4 0 3 FAQ 5 4 3 0 3 currency of information 6 4 4 0 4 pdf format for printing 7 4 3 1 4 error free 8 4 4 2 4 no "this page under development" notices 9         subtotal           count 9 28 28 9 27 weighted score max score 45 4.5 Security/Privacy 10% details of personal data collected 1 3 4 4 3 how data used 2 3 4 3 3 your access to data 3 4 4 0 3 links to other sites 4 4 4 2 3 security/credit card security 5 4 4 0 3 FAQ 6         subtotal           count 6 18 20 9 15 weighted score max score 30 3 Firm Information 10% history 1 4 3 4 3 is the brand clear 2 4 3 3 3 financial performance 3 4 3 4 3 press releases 4 4 3 4 4 senior mgt details 5 3 3 4 3 contact details 6 3 3 3 4 store/office locations 7 3 4 4 3 info up to date 8 3 4 2 4 hours of business 9 3 3 3 3 FAQ 10 3 4 4 4 frequency of updating website 11 4 3 4 3 subtotal           count 11 38 36 39 37 weighted score max score 55 5.5 firm scores   0 0 0 0 max possible 255 158 167 115 163 weighted score 43 http://findinternetmarketingblog.blogspot.com/2007/10/different-methods-of-online-marketing.html http://www.investopedia.com/articles/financial-theory/11/small-business-marketing-techniques.asp Read More