ther issue that proper entry research can turn up: no company wants to suddenly find that it has gone from a saturated domestic market to a saturated one. Therefore, companies must research carefully before making the move to market, and know what kind of customers they are targeting. “With three types of customers-those who shop exclusively through the catalogs, those who purchase strictly through retail, and those who utilize both channels of distribution - The J. Peterman Company is committed to learning all they can about their customers to gain increased market share” (J, 1999). Note that at the writing of this quotation, J Peterman was not involved with online marketing yet. However, at that present, it was proactive, and met the challenge of the future.
In terms of the competitor market jpeterman.com shares within various segments, there are various niche competitors, such as Sharper Image, and J Crew, which have a larger market share and presence. It would be a mistake to offer the more lucrative market a product that it could not afford or could easily replace with a cheaper competitor’s product of similar quality. Although this market may be more willing to pay more initially for something faddish than the busy family market segment, it should not be the intention of the company to cash in on a quick fad and lose the long-term perspective warranted by this important market. Therefore, the company should follow a pricing strategy that places a great deal of importance not only on internet price cutting, but also on establishing perceived value in the customer base and leveraging this perception in terms of long-term customer attenuation.
J Peterman is in a very competitive industry. The source of this is the popularity of this industry as a commerce supplier that can also now be accessed over the internet. Many businesses like J Peterman are rushing to invest time and money in networked e-commerce systems, so as to enhance consumer