Market segmentation (demographic, geographic, psychographic, usage, benefit).
Four e-commerce strategies and how an online retailer would utilize them.
Environmental scanning and how the factors of the e-environment affect an e-retailer.
Market segmentation (demographic, geographic, psychographic, usage, benefit):
Market segmentation allows sellers to target a particular group of buyers.
Demographic segmentation - dividing the market according to sex or gender, age, ethnicity, income, life cycle. By identifying which market to serve, manufacturers develop a brand niche in marketing.
Geographic segmentation - this refers to area types.
Kokemuller (2013) refers to it as "a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located". Given example are Seasonal products, such as coats and winter gear and swimwear and beach attire, often are marketed to geographic segments.
Political boundaries and climatic differences are in this category.
Psychographic segmentation - Lifestyle, social class, and personality are in this category. This segmentation allows manufacturers of signature products to focus their advertisement in the particular sector of consumers. Apple , Inc. is able to market their smartphones because it fits with the lifestyle of the rich and famous. The same is true for high-end hotels.
Four e-commerce strategies and how an online retailer would utilize them:
Levy (2012) recommended these ecommerce strategies - a.) Expand Into International ...
This solution discusses the how e-commerce enhances online businesses.
Web research focusing upon failed e-business/e-commerce strategy
Conduct web research focusing upon failed e-business/e-commerce strategies and/or e-commerce systems deployments. (Google "failed e-commerce" and you will find many examples). Try to analyze at least three failed deployments or strategies. If you are so "fortunate" as to have experienced an e-commerce strategy failure in your own home work organization, feel free to drill down on this one example. Then, develop a 800 word essay summarizing the primary reasons why these e-business strategies failed. Conduct a root cause analysis of the failure and rely upon any other MBA course work that is relevant to include courses in financial management, organizational behavior, leadership, search engine optimization problems etc. Practice use of the "5-Why's" root cause analysis tool discussed in your text. What common failure points did you see illustrated in the examples you scrutinized? To what extent was the failure due to a flawed strategy per se versus a circumstance where the strategy was adequate but the plan failed due to flawed execution or implementation of the plan. Conclude your essay by taking lessons learned and a list of best practices-what should organizations do to avoid these common failure points?View Full Posting Details