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The e-marketing domain is largely affected by competition, technology, newer trends in advertisement, and more importantly dynamic strategies used by firms and therefore e-marketer has to foresee how these variables may significantly impact his business and how they can be effectively managed so as to create a long-term sustainable competitive edge. As market orientation is at the very heart of contemporary marketing concept, it is very important to continually learn and evolve in response to changes in the business contexts and thus to constantly adjust, update and revise marketing practices and techniques to maintain ‘value’ to both organization and its consumers (Dann and Dann, 2011). E-marketing plan is a strategic tool that helps a firm implement or to revise its marketing activities by analyzing marketing situations, strategies, objectives and e-marketing strategy. This paper presents an e-marketing plan for Walker, which is an international footwear company that markets normal shoes, slippers, sports shoes, and other related products through third party sellers and its own online marketing. Walker Pvt Ltd Company has launched its website two years back and has recorded a wonderful financial success mainly through online selling worldwide. This paper presents a brief marketing plan for including major components such as situation analysis, strategic planning, objectives, e-marketing strategy, and implementation, budgeting and evaluating the plan. Situation Analysis Situation analysis is a comprehensive overview of a company’s current situation, mainly pertaining to the marketing activities. It helps a business identify and concentrate on the key variable that can impact the business in terms of revenue, profitability, competition, and performance (Smith and Taylor, p. 36). SWOT analysis and review of firm’s present environment, existing marketing plan and e-business objectives are outlined below: Environmental Analysis Walker Private Limited, started as small footwear retail shop in 2003 near to Ontario in Los Angeles, has been very successful in expanding its business to a manufacturing company with help of venture capital and other financing. In 2006, the company started manufacturing of modern and trendy shoes and footwear products by installing latest technologies and in 2011 it launched its online marketing to market walker’s sports shoes and other footwear items worldwide. Its online business through its website has not only promoted its business but also provided wider reputation and publicity for one of world’s highly rewarded trendy shoes. SWOT analysis Strengths Weaknesses Focus on value creation and customer relationship Wider opportunity of global market Innovation and R&D advantages- Tech-Walker Product recalls Higher pay to employees in manufacturing units Opportunities Threats Growing trends of customers towards trendy shoes and sports shoes Highly differentiated products Severe competition from ...Show more


Your name …………………………. College ……………………………… ………………. E-MARKETING PLAN Words count: 3790 Table of Contents Table of Contents 2 Executive Summary 3 Situation Analysis 4 Environmental Analysis 4 SWOT analysis 4 Existing marketing Plan 5 E-marketing Strategic Planning 6 Tech-walker: a great trendy shoe brand 6 Review of market opportunity and demand and supply 7 The STP marketing strategy 8 Differentiation strategy 10 E-marketing objectives 10 E-marketing strategy 11 Reach faster and market wider 12 Implementation of the marketing plan 13 E-marketing mix tactics 13 Budget for e-marketing plan 16 Evaluating the Plan 17 Refe…
Author : merlinmohr
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