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E-marketing - Essay Example

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E-marketing business plan 1.0 Introduction In order to boost its growth, the company aims at expanding the diversity of its products by launching a new brand come January 2012. Upon its launch, the brand will be exclusively operational in UK though there is a room for expansion of its active operation in Europe in future…
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The plan also gives an overview of the company competitors, market analysis and methods of measuring the success of the brand. Finally, recommendations on what the company can employ in order to ensure the success of the brand come the year 2013 are given at the end. 3.0 Company summary The company was formed basically as a clothing company meant to reach out to upper income class of people. This has made the company to have a range of products that are expensive and as a result, it has had a limited but profitable market share. The company sells clothing of both sexes mainly jackets, men and lady suits as well as travel bags. Despite the tough market competition, the company has maintained a steady flow of income compared to companies with similar operations. Over the past few years, the company has been experiencing fast growth in sales and market. However, it will be worth for the company to extend its operation to the middle income group of people. The company has its own outlets which supply products to wholesalers and retailers. In terms of E-business, the company has developed a site for purposes of online purchases. In this site, customers get a clear description of the company products available, their prices and delivery details. The company also posts pictures on available products and information on promotions available. 4.0 E-Marketing Objectives The main objectives of the E-marketing by the company is effective customer acquisition and to obtain a direct response from them. This is important considering the ever increasing percentage of people using the internet for business purposes. A direct response from the customer will form an important base of information for the company in terms of customer satisfaction. Another objective of the E-marketing is maintaining customer loyalty and customer retention. E-marketing ensures customers get timely information concerning new products offered by the company before they can search for the same products elsewhere. 5.0 Company Analysis 5.1 SWOT analysis The main strengths of the company are regular customer needs analysis. This has enabled the company to produce products that achieve an instant reception. Specialization has enabled the company to always develop quality products that meet customer needs and tastes. Another strength of the company is its marketing strategies which are effective in maintaining its market share and customer loyalty, and obtaining customers. The main opportunity available for the company is the need for the product in the market. The company was able to conduct a needs analysis before coming up with the idea and realized that there was a need for the product. The results obtained from the needs analysis conducted by the company indicated that there will be a ready market for the brand upon its launch. Casual clothes available in the market are mainly cater for high income people hence there is a need to cover the middle income market. One major weakness of the company is the possession of a supply chain (SC) that is less complex as compared to those of its competitors. The company therefore has to expand its SC for the success of the brand in the market. A major threat to the success of the brand is the available of cheap imported products that serve the same purpose. 5.2 Competitors Overview Due to high quality products, the company does not ... Read More
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