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Sample Report

On

E- Commerce and
Marketing
Executive summary
Online marketing and e-commerce is a booming industry and thus, more
number of retailers and consumers are shifting their business activities on the
web. This has promoted the rise of issues with online marketing besides its
major benefits for both companies and customers. There are various uses an
online business and thus, it has to be designed effectively for dynamic markets.
The report aims at analyzing online activities of a business and its customers for
purchasing and selling of goods and services. It also explains ways in which
payment can be done online and discussed concerns associated with the same in
consumers markets.
There are different promotional strategies which an online business may
use for making their products and services visible and available for customers.
The report has attempted to explain these strategies which are required to be
aligned with customer benefits in markets. Research done in the report also
deals with a number of factors which have to be considered by an online firm
for dealing with issues involved regarding the same. There is a need for an
online business to understand responses of customers towards its website and
the changes in their demands as a result. Thus, report has explained ways in
which the business can become customer-oriented while running a website
online with efficiency and effectiveness.

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TABLE OF CONTENTS

INTRODUCTION ................................................................................................ 3

FINDINGS AND ANALYSIS ............................................................................. 3

Part A .................................................................................................................... 3

Use of social media as a marketing tool ............................................................ 3

Identify planning and implementation issues .................................................... 5

Part B..................................................................................................................... 6

CONCLUSION ..................................................................................................... 8

REFERENCES.................................................................................................... 10

BIBLIOGRAPHY ............................................................................................... 12

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INTRODUCTION
The trend of e- commerce has been growing in the present scenario where
almost every company restructuring its business plans an option of going online.
This report is based on understanding the utility of social media in terms of
promotion of small online retailer in UK named Etsy.com (Fiore and Kelly,
2007). The study identifies several planning and implementation issues that
occur with the company. This report includes various promotional strategies
that could be considered for the company for being successful in market
competition and achieves customer satisfaction.

FINDINGS AND ANALYSIS


Part A
This section of the report deals in study of social media in affecting the
promotion of the products at etsy.com and its role in developing awareness
among the customers. It also identifies various planning and implementation
issues that must be overcome to develop better awareness of the products.

Use of social media as a marketing tool


There are various people and marketing experts associated with the
company and involved with company’s marketing planning. It has been
important that company develops a better awareness of the products that will
further help in attracting customers through various backgrounds. It has been
evident that the trend of use of social media is increasing day by day that is a
positive ray in terms of promotion of products through it (Fiore and Kelly,
2007). Etsy.com is also involved in promotion of its products through social

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media and various options and tools available under social media to promote the
products. These tools can be:
 Facebook: Facebook is a social site that helps the company to promote
its products by creating better awareness among all Facebook users.
Large numbers of people who prefer online shopping are most probable o
being the part of Facebook as it provides a comfortable and friendly
environment to the people (Xanthidis and Nicholas, 2004). Etsy.com
being an online store can also use its marketing and advertising over
Facebook to promote its products (Petruzzellis, 2010).
 Google+: This is another medium and a strong competitors of social
networking site Facebook that provides better support to etsy.com to
create better product awareness among people as most of the people are
users of Google’s mail. This is also like other social networking sites and
can develop better opportunity for etsy.com to create its product
awareness (Duque, 2011).
 Twitter: This social media marketing tool can be used by Etsy.com to
provide updates and reviews across web. This also includes tweets of
officials and includes various discounts and updates over the site and thus
helps in promoting the products to the customers (Lynn, 2000).
 YouTube: This is another social site that includes large number of video
contents and can thus prove to be most powerful tool of marketing for the
company. Etsy.com can develop a better visual advertisement and place it
on YouTube to earn more customers and facilitate product awareness
(Petruzzellis, 2010).

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Identify planning and implementation issues
There are various types of planning and implementation issues that online
retailer like Etsy.com may face while creating better product awareness (Ryan
and Jones, 2012). The company at the first hand would need to implement
effective strategies in terms of overcoming these challenges. Some of these
issues may be:
 Team management: This involves managers at Etsy.com to involve in
developing better plans and dividing the workforce into teams that have
specific responsibility towards adoption of plans for social media
marketing (Ryan and Jones, 2012). Each team must include individuals
that provide better options and ideas in creating product awareness
(Heathman, 2014).
 Communication: This can be another and most obvious issue that may
occur among the people of etsy.com is communication gap (Xanthidis
and Nicholas, 2004). There might be difference in individual’s
perceptions and ideas that may bring out clashes (Plant, 2000).
 Change management and leadership: This is another issue that may arise
in etsy.com where the leaders and managers may require convincing
people in adapting to changes. Effective leadership style is to be adopted
to convince workforce in working in coordinated ways and contributing
better ideas (Plant, 2000).
 Reliability on technology: This is another factor that can affect successful
implementation of social media marketing for etsy.com. The technologies
and tools that company plans to implement for marketing must be reliable
and must facilitate profits in measurable terms (Khosrowpour, 2004).

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 Effective plans and objectives: This is another issue that can occur in
planning or implementation by etsy.com for facilitating successful
product awareness among the population. This requires the company to
analyse all possible risks that occur during planning and develop better
monitoring mechanisms for each plan (Gard, 2013).

Part B
There are different promotional strategies that can be considered by
Etsy.com in creating its product awareness and developing better promotional
schemes for its products. The various promotional options that can be used by
etsy.com are:
 Social media marketing: As explained above the company can take up the
option of social media marketing that will help in promoting the online
groceries and products to the customers and develop a better awareness
(Shalhoub, 2007).
 Advertising and personal selling: This is another way that company might
adopt towards creating awareness of the products of etsy.com by effective
advertising and also involving in personal selling its products to its
potential customers (Khosrowpour, 2004).
 Customer relationship management: This is another way that Etsy.com
can take up to attract more and more customers towards the company and
its products. This online retail store can keep a better relationships and
contacts with its customers and also providing benefits and offers (Plant,
2000).

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 Discounts and sale: This is another way that can be taken up by etsy.com
to improve its sales and attract more customers towards the products
through attractive sales and offers (Gard, 2013).

Benefit to customers
Benefit to customers in this the company need to understand the benefits
that Etsy.com promotions will have on the customers. This will include all
schemes that can attract the customers and thus ensure better success of
organization. The company must effectively decide its pricing and profit
margins that will benefit both customers and company (Duque, 2011).

Expectations of customers
Further etsy.com also needs to effectively understand the needs of the
customers. They can involve in marketing research and thus identify customers’
needs, demands and expectations. Moreover, customers also expect geniuses
within the products they purchase from online website like etsy.com and also
require that company offers sound information regarding the same. They expect
that firm provides them with necessary information regarding payments and
funds transfer as well as procedures for the same (Fiore and Kelly, 2007).

Organizations’ response to customer’s demands


Organization responds in strategic ways to demands of customers as it
has to see the types of reposes of its competitors in markets. Responds of
etsy.com has to be both market as well as customer-oriented with an aim to
fulfil needs of customers and markets. Markets involve consideration of
competitors and thus, firm’s responses have to be quite strategic and effective

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(Ryan and Jones, 2012). Company reacts to demand of customers through its
advertisements to make them aware of changes made to product lines.
Further, company also considers reaction of competitors and accordingly
reacts to market demand to compete well with rivals in industry. For example, a
competitor firm using a number of different channels of distribution can also be
copied by etsy.com to cater demand from markets and to deal with competition
(Shalhoub, 2007).

Resources of the organization including staff and skills


Resources of organization involve servers, technicians, and human
resource in marketing, operations and finance departments. These involve sound
workforce who are trained and dedicated towards attainment of their individual
departments. They acquire resources in terms of severs upon which the entire
website is running and thus, it has to be efficient and responsive to changes
taking place in industry and market (Xanthidis and Nicholas, 2004). Thus,
organization has acquired competent and right resources in terms of human
resource, capital, and supply chain partners. Supply chain partners are also very
crucial for success of company as they are responsible for being effectively
responsive to changes and demand of customers in market. Thus, they have to
be quick and efficient in delivering products ordered by customers (Lynn,
2000).

CONCLUSION
The report has explained the operations of a small online retailer
company which is based in the UK namely etsy.com. It has explained was in
which social media can be used by firm in terms of marketing planning tool for

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promoting product awareness. For this, company needs to have promotional
strategies so that products can be promoted in different ways at different areas
in the UK. It has also explained key aspects of marketing which can benefit
small company in markets. Report has highlighted needs of consumers as well
as factors that affect their needs and thereby help company become effectively
responsive to demand from markets. For this, company also requires various
necessary actions to be carried out with required resources for effective flow of
functions related to marketing and delivering of products to customers.

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REFERENCES
Journal
Duque, M., 2011. Tourism's destination dominance and marketing website
usefulness. International Journal of Contemporary Hospitality
Management. 23(4). pp.552 – 564.
Fiore, G. S. and Kelly, S., 2007. Surveying the use of sound in online stores:
Practices, possibilities and pitfalls for user experience. 35 (7). pp.600 –
611.
Lynn, F., 2000. The Dynamics and Economics of Channel Marketing Systems.
Handbook of Business Strategy. 1(1). pp.349 – 361.
Petruzzellis, L., 2010. Mobile phone choice: technology versus marketing. The
brand effect in the Italian market. European Journal of Marketing. 44(5).
pp.610 – 634.
Xanthidis, D. and Nicholas, D., 2004. Evaluating internet usage and ecommerce
growth in Greece. Aslib Proceedings. 56(6). pp.356 – 366.
Books
Heathman, B., 2014. Conversion Marketing: Convert Website Visitors to
Buyers. Made For Success Publishing.
Khosrowpour, M., 2004. The Social and Cognitive Impacts of E-commerce on
Modern Organizations. Idea Group Inc (IGI).
Plant, T. R., 2000. Ecommerce: Formulation of Strategy. Prentice Hall
Professional.
Ryan, D. and Jones, C., 2012. Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation. Kogan Page Publishers.
Shalhoub, K. Z., 2007. The Diffusion of E-commerce in Developing Economies:
A Resource-based Approach. Edward Elgar Publishing.
Online
Gard, S., 2013. Meet the small business owners who are profiting from online
retail. [Online] Available through:

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<http://www.theguardian.com/small-business-network/2013/jun/21/online-
retail-profiting-small-business-owners>. [Accessed on November 2014].

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BIBLIOGRAPHY
<http://blog.wishpond.com/post/57620450618/guide-to-social-media-
marketing-for-etsy-stores>
<https://blog.etsy.com/en/2014/social-media-tips-from-an-etsy-expert/>

<http://www.mindtools.com/pages/article/newLDR_51.htm>

<http://toolkit.smallbiz.nsw.gov.au/part/21/103/476>.

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