Internet Marketing Management
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Introduction
This report has been conducted in order to evaluate Suitshop website and to give them advice on what improvements can be made against the criteria that has been established from the theories which are branding, internet marketing strategies and marketing mix. The report will take into account the internet marketing concept. Suitshop website is not popular among consumers at the moment and is struggling with top competitors like Debenhams and Next online who are leading suit retailers in the marketplace. .
Methodology
SWOT analysis
This technique will be used in order to evaluate Suitshos online presence and a internal analysis enables the Suitshop to identify their strengths and weaknesses which are both internal issues where they can only succeed or fail. The internal areas enable the business to build upon their strengths and opportunities in order to overcome their weaknesses. Strengths can be used in order for Suitshop to be able to work towards their opportunities that have been identified. These opportunities are produced through external elements. Weaknesses might be able to present the business with threats. However, if the business is under performing in certain areas this might be able to lead to a threat, which they are unable to overcome.
Strength – have built up brand awareness
Weaknesses – dont have enough marketing presence online
Opportunity – they can expand further for future success
Threats – a large competitor can wipe them out from the market
Online marketing mix
The traditional marketing mix has been chosen to evaluate Suitshops website. The main 4Ps are product, price, promotion and place this was created by Jerome McCarthy (1960) in order to implement the marketing strategy. Broom and Bitner (1981) suggested the 4Ps could be extended to 7Ps in which included people, processes and physical evidence.
Product – what products and services are offered
Promotion – technique to sell the product
Price – cost in which the buyer obtains the product
Place – channel distribution
People – how employees communicate with consumers
Processes – techniques used to achieve marketing functions e.g. promotion
Physical evidence – the way the product is purchased.
The 7 Ps will be related to Suitshops website and will have justifications. On page ____ the website will be quantitatively compared to Debenhams, Suitshops major competitor, the scale rating will be from 1 – 10 (1 = very good and 10 = excellent)
Internet marketing strategy
Chaffey (2003)
its an integrated E-Marketing Strategy Model which will be related to Suitshop.
Chaffey et al (2000)
They suggested that there are six choices that a business can go through online. The model will be related to Suitshop.
Level 1 – No online
Level 2 – Static data
Level 3 – Interactive site
Level 4 – Interactive site supporting transactions
Level 5 – Fully interactive
Deighton(1996)
He identified the following characteristics in which inherent in a digital medium:
Consumer initiates contact.
Consumer is seeking data (pull)
It is a high intensity medium
Can gather data
Individual demands of the consumer can be addressed and taken into consideration
Branding
Aaker and Joachimstahler (2000) both indicate that brand equity is made up of several of areas.
Brand awareness
Perceived quality
Brand loyalty
Suit shop
Offline address – Suit shop, 65 Leagrave road, Luton Bedfordshire, LU4 8HT
Online address –
Suit shop core business activity is to clothing designed for men in their store and the business has been established over 30 years ago and is based in Luton. It serves the general public therefore its B2C. They offer online shopping facility to consumers and the business is bricks and clicks. There online activity is used as a marketing and selling tool in order to generate capital. The business has an excellent web site address and stands out and therefore would be easy to remember by the customer.
Current facilities
Above is a screen dump of some of the type of clothes that are offered to consumers.
List of all products: –
Suit jackets
Outside leisure wear
Tee shirts
Polo shirts
Stylish jackets
Trousers
Outside casual shirts
Jeans
Shorts