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5-2 MS Farahida Binti Jaafar UC2F1208IBM Group Members: Lee Sim Xie - TP022441 Sheetal Proag - TP0 Eiad Jouha - TP029565 Xue Hue Ning TP0 Due Date: 24th of April, 2013 Word estimation - 3450 words (Exclude cited words, tables, references & Appendixes)
Table of Contents
1.0 Executive Summary ........................................................................................................................... 2 2.0 Situational Analysis ........................................................................................................................... 5 2.1 Characteristics of the e market ......................................................................................................... 5 2.2 Possible factors of success ................................................................................................................ 6 2.3 Competitors Analysis ........................................................................................................................ 6 2.4 Technology factors ............................................................................................................................ 7 2.5 Legal factors ...................................................................................................................................... 7 2.6 Social factors ..................................................................................................................................... 8 2.7 Possible Problems and Opportunities............................................................................................... 8 3.0 The e-marketing objectives............................................................................................................... 9 3.1 Product profile .................................................................................................................................. 9 3.2 Target Market (Eiad) ......................................................................................................................... 9 3.3 Sales objective................................................................................................................................. 10 4.0 The e-Marketing Strategies............................................................................................................. 11 4.1 Product strategy.............................................................................................................................. 11 4.2 Price Strategies ............................................................................................................................... 12 4.3 Promotion strategies ...................................................................................................................... 13 4.3.1 Email reminders Publish Email Newsletter and Advertise in an Email Newsletter .................. 13 4.3.2 Daily Deal Promotions.................................................................................................................. 13 4.3.3 Contests ....................................................................................................................................... 14 4.4 Distribution Strategy ....................................................................................................................... 15 5.0 Technical Issues............................................................................................................................... 16 5.1 Website Content (Eiad) ................................................................................................................... 16 5.2 Website seacheability (Eiad) ........................................................................................................... 17 5.2.1 Searching in Winnie Website ....................................................................................................... 17 5.2.2 Searching for Winnie Website ..................................................................................................... 17 5.3 Logging security .............................................................................................................................. 18 5.4 Customer registration procedure ................................................................................................... 19 5.5 Order forms and feedback forms (Eiad) ......................................................................................... 20 5.6 Technical staff ................................................................................................................................. 21 6.0 Appendices ...................................................................................................................................... 22 6.1 Appendix 1 - Michael Porters 5 forces (Floral, 2013) .................................................................... 22 6.2 Appendix 2 TOWS Analysis (Floral, 2013) .................................................................................... 23 6.3 Appendix 3 - Online ordering form layout (Self-made) .................................................................. 24 6.4 Appendix 4 - Elements Winnie Floral's feedback form concentrates on (Self-made) .................... 26
6.5 Appendix 5 - Webpage(s) and their description (Self-made) ......................................................... 27 7.0 References ...................................................................................................................................... 28 7.1 Online .............................................................................................................................................. 28 7.2 Books ............................................................................................................................................... 30 7.3 Other sources .................................................................................................................................. 30
these(PerbadananHartaIntelek Malaysia, 2013).For Winnie Floral, their trademark needs to be protected. This will prevent same brand or similar trademark used by other flower shops. If Winnie Floral apply trademark law successfully, they can put their trademark on their official website. Their trademark can provide upper hand to Winnie Floralas any of the rewards for this company will only belongs to them and other company cannot make use ofit to earn money.
demanding in terms of quality and price which may decrease the floral sector profit-margin. However, with new technology and increasing GDP which increased by 5.6 % in 2012 may stimulate higher demand in the industry Moreover, E-marketing and E- Commerce is also an opportunity to exploit by the whole floral industry. However, these opportunities and threats involving the PEST factors may not prepare Winnie Floral on blackswans. This is why the firm need to have appropriate marketing strategies with well devised targets.
By owning an e-commerce website, it is vital for Winnie Floral to plan and implement effective marketing strategy. However, there are many online marketing strategies. Among them, several effective strategies has been selected and discussed as below.
4.3.1 Email reminders Publish Email Newsletter and Advertise in an Email Newsletter
Nowadays, there are more and more frequent users for email newsletter. Email newsletter is a message deliver to subscribers on a regular time interval that may be daily, weekly, monthly, or even annually. In order to increase the awareness of internet users towards its newly opened website, Winnie Floral is encouraged to publish email newsletter and advertise its website in the email newsletter. Through email newsletter, Winnie Floral can keep its customers updated regarding upcoming promotions, holiday specials or new arrivals in its shop. Other than that, Winnie Floral can always keep in touch with its customer and build brand awareness as well as develop good customer relationship with its customers.
4.3.3 Contests
Besides that, by creating a contest or organizing a draw, Winnie Floral can also promote its website too. By offering attractive prizes, Winnie Floral can easily find entries. By having a lot of entries, Winnie Floral not only generate its traffic, but also acquire contact information from both new customers and frequent buyers that can helps Winnie Floral to build their customer database.
As for the case of Winnie Floral, Winnie Floral can be highly beneficial in terms of achieving high sales, high profit and high competitive advantage through E-commerce. In other words, make full use of their website in the digital era. By promoting and selling its flower online, Winnie Floral can reach bigger and narrower customer and enlarge their customer base. One thing leads to another, Winnie Floral's fame will also increase in the floristry industry. Generally, the higher the popularity of the business, the higher the chance that the business can get more customers and gain more profit.
Other than that, due to its lack of staff and concern towards delivery distance, Winnie Floral need to outsource their delivery service to professional courier companies. By outsourcing its delivery service to professional courier companies, Winnie Floral can reduce possible variation such as delay in delivery process due to their unfamiliarity about the location of their destination. The reduction of variation can lead to enhance of company image, boost of customer confidence and increase of profitability for Winnie Floral.
RISK OF NEW ENTRANTS Unfortunately, the industry does not have lot of regulations to deter new entrants from entering the industry. Investments costs operating both online and traditionally are low. Thus, competition may be higher.
BARGAINING POWER OF SUPPLIERS In Malaysia, crafts andother materials needed for bouquets and other materials are cheap due to competition amongst suppliers
WINNIE FLORAL's COMPETITIVE ADVANTAGE IN THE INDUSTRY
BARGAING POWER OF CONSUMER Floral industry is in the consumer market where "customer is the king". Hence, if consumers demand lower prices because, this may not be possible because it is too small to experience economies of scale
THREATS OF SUBSTITUTES Flower shops are a booming industry not only in Malaysia but also globally. Being an e commerce and marketing online is not only compulsory but important to survive only
Threats -unstable political malaysian business environment -high competition -increasingly high consumer expectations
- E-Commerce
Weaknesses -No experience on going online -just established in the market -low manpower -infrastructure can be improved Strengths -dedicated workforce -Venture capital available -high customer relationship
First Name
Phone Number*
Day/month/year
Receiver Name :*
Please put "Own Pick Up" if you would like to pick up from our store
Remarks
Card Message
From:
Price
Design
Quality
Customer response
Check-out page
Direction page
Delivery page
About page
Contact us page
7.0 References
7.1 Online
Byrne, F., 2011.Yahoo. [Online] Available at: http://voices.yahoo.com/5-most-important-internet-marketing-success-factors8445363.html?cat=35 [Accessed 9 April 2013].
economics, T., 2012. Trading economics. [Online] Available at: http://www.tradingeconomics.com/malaysia/gdp [Accessed April 19 2013].
Fast PC Networks, 2013. Fast PC Networks. [Online] Available at: http://www.fastpcnet.net/webcontent.html [Accessed 24 April 2013].
Huey, C., 2013. Creative Direct Marketing Group. CDMG, Inc. [Online] Available at: http://www.cdmginc.com/direct-response-articles/article.aspx?cid=100 [Accessed 20 April 2013].
Lorette, K., 2013. Chron. [Online] Available at: http://smallbusiness.chron.com/situational-analysis-strategic-marketing-plan1474.html [Accessed 9 April 2013].
Management Study Guide, 2013. Management Study guide. [Online] Available at: http://www.managementstudyguide.com/competitor-analysis.htm [Accessed 9 April 2013].
PerbadananHartaIntelek Malaysia, 2013, WHAT IS A TRADE MARK? [Online] Available at:http://www.myipo.gov.my/cap-dagangan (Accessed27 march 2013)
P.Tailor and P.Kotler, 2013, product strategies [Online] Available at: http://www.learnmarketing.net/product.htm [Accessed30 march 2013]
Steven D. Peterson, Peter E. Jaret, and Barbara Findlay Schenck, 2013, Business Marketing Product Strategy and Value Proposition [Online] Available at: http://www.dummies.com/how-to/content/business-marketing-productstrategy-and-value-prop.html [Accessed30 march 2013]
7.2 Books
Arash, S., 2004. SERVQUAL and Model of Service Quality Gaps: A Framework for Determining and Prioritizing Critical Factors in Delivering Quality Services, Iran: University of Isfahan.
Ian Marcouse, M. S. A. G., 2012. Business Studies. 3rd ed. London: Hodder Education.
Lewis, M. (2006) Comparing, Designing, and Deploying VPNs. Indianapolis, USA: Cisco Press
Meng, X., 2009. Developing Model of E-commerce E-marketing. International Symposium on Information Processing , 21-23 August, pp. 225-228.