We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

E-Marketing Case Study - Essay Example

Comments (0) Cite this document
E-MARKETING By: Professor: University: City: Date: 1. a) There various key stakeholders of HP. These stakeholders include the HP customers who have been identified in the case study by Chakraborty and Govind (2008, p. 1) as the young and old, consumers and professional who the Executive Vice President, Personals Systems Group, HP refers to…
Download paper
E-Marketing Case Study
Read TextPreview

Extract of sample
E-Marketing Case Study

1). It is only when an organization considers a group as a key stakeholder that they can invest on a campaign targeting them. The other groups that seen as key stakeholders of HP are CIOs and IT executives who were targeted in the 2004 campaign, ‘change+ hp’. Celebrities and media houses are the other group identified as key stakeholders for HP as they were used to advance ‘The Personal Again Campaign’ while MTV collaborated with HP to develop the reality show ‘Meet or Delete’. According to Chakraborty and Govind (2008, p.5) HP decided to target some of its stakeholders in The Computer is Personal Campaign. These stakeholders include celebrities where as observed by Chakraborty and Govind (2008, p.5) the commercials featured Jay-Z and Shaun White. HP also targeted to harness the capability of media houses to reach out to its customers. Furthermore, the Campaign targeted different consumers but within the age bracket of 15 to 34 and middle sized businesses. b) Charlesworth (2009, p.49) explains internet marketing otherwise known as e-marketing is the process of promoting services and products over the internet. HP opted to use internet marketing given the obvious reasons that this marketing can reach to greater number of customers and is personalized. The issues that organisations need to consider when using e-marketing methods on an international basis include the concern that customers may not have an interaction with the product before they purchase it. The other issue is that of ensuring the security of the information of the customers when they are making on-line purchase. Moreover, Charlesworth (2009, p.49) argues that different nations have different considerations of what can be used in marketing campaigns which defined by their culture and morals. Another issue is explaining how the client can have the computer delivered to them after purchase. HP has to take into consideration the different cultures and morals of its target group when using e-marketing. This is given some of the celebrities in the Europe have no problem posing for a photo when nude but this is unacceptable in some societies and thus use of such photos should be discouraged. The company must also address the issue of customers not getting to interact with the product before they make the purchase. To deal with this, HP should offer support centres for its customers in different locations. The advertisement used must explain to the customers how the company will ensure the security of their information during transactions and how the computer can be shipped to the client after purchasing them. c) Viral marketing as described by Kaplan and Haenlein (2011, p. 253) refers to the technique of marketing that makes use of the already existing social networks to promote a brand by use of self-reproducing viral processes. Viral marketing may make use of video clips, advergames, eBooks, images, brandable software or text messages. Kaplan and Haenlein (2011, p. 253) lists three criteria critical in viral marketing including a messenger, message and environment. A messenger requires to have three components which includes market mavens, social hubs and salespeople as outlined by Kaplan and Haenlein (2011, p. 253). HP makes use of celebrities as the market mavens for effective viral marketing. HP also used fingerskilz.tv website created for fans to access information on the 2006 Fifa World Cup as their ... Read More
Cite this document
  • APA
  • MLA
(“E-Marketing Case Study Essay Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from https://studentshare.net/marketing/56079-case-study-questions
(E-Marketing Case Study Essay Example | Topics and Well Written Essays - 1250 Words)
“E-Marketing Case Study Essay Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.net/marketing/56079-case-study-questions.
  • Cited: 0 times
Comments (0)
Click to create a comment
E-marketing is not a different subject altogether. It is built on existing marketing theories. It only incorporates the emerging body of e-business, e-commerce, and e-marketing in the light of the difference between the internet and other Medias.The innovation in technology and the ways in which we interact with them has changed dramatically.
10 Pages(2500 words)Essay
Marketing Report -- Case Study
The strategy of the company is to provide priority to the employees in order to keep the customers happy and satisfied. Hence, the internal marketing strategy has helped the company to gain competitive advantage. An alternative strategy has been presented for further development of the company in this paper.
7 Pages(1750 words)Essay
Marketing module 1 Case Study
Marketing has both a science and an art aspect. Behind all the theory and research, there is a lot of thinking and experimentation involved too. For instance, few products today are launched without feasibility studies and product usability tests that show whether or not the new addition will be well received or not in the marketplace (Kotler & Keller, 2006).
4 Pages(1000 words)Essay
Retail Marketing: Burberry case study
On top of retailing as one of the ways of distribution, Burberry team is also involved in wholesaling, and channel licensing across the globe. Burberry group has selling outlets in most parts of the world. Products sold range from clothes to fashion accessories.
14 Pages(3500 words)Essay
Marketing Case Study
The primary market segmentation focuses on the age, income level, lifestyles, family life cycle etc. Although the company does not provide the best quality products in the market but it is well known because of the cheap price offerings for the quality products.
6 Pages(1500 words)Essay
B2C (Business to Consumer) case study E-Business
The e-business application would help in increasing the operational efficiency and profit by means of internet. A large number of organizations have benefitted from the e-business application. In the present global environment, e-business has gained strong popularity.
14 Pages(3500 words)Essay
E-Business Case Study
The internet that has now emerged and matured, presents a paradigm shift in its very ideation. The infrastructure has acquired a business character, a transcontinental personality and a vending framework of wide-ranging, business, educational, scientific and personal data. Now its use covers real-time computer conferencing, audio broadcasting, video broadcasting, real time telephony and of course real-time business.
16 Pages(4000 words)Essay
DELL Case Study Analysis (Marketing)
With “nearly one out of every five standards-based computer system sold in the world today” (Dell at A Glance 2007) being a Dell, the company’s rise to success is attributed to its unique business model. When assessing Dells success, the following factors
4 Pages(1000 words)Essay
Usually, the company ships the items ordered but now they have decided to make them available through the internet only and not exactly ship some of their items. They have taken a slow and steady wins the race approach to enter the market because the idea is new and has a
11 Pages(2750 words)Essay
Marketing Case Study: Marks & Spencer
Decisions on supply chain and brand positioning ought to increase sales and profit margins. The positioning of M&S has not changed in the last 12 months, mainly because the company does
10 Pages(2500 words)Essay
Let us find you another Essay on topic E-Marketing Case Study for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us