A2. Current Online Competitor Assessment
1. What is currently going on in the market place? Data management and warehousing that evolves the marketing strategy from direct marketing to more ethnography is the most exciting element of e-commerce. The ability to present relevant and specific merchandising offers based on a users navigation, interest and feedback loops is fascinating. The integration of mobile technology, new media and other emerging trends will forever change our marketing methods.
a. Trends
b. Concepts
2. Who are the competitors? Unlike times in the past where competitors were physically present, e-commerce opens the door for large and small alike to compete. I am not sure companies can adequately identify competitors today. Consider that School Specialty finds itself today competing with Amazon.com. Amazon was not a school supply company five years ago. Additionally, School Specialty, a $1 B company must also compete with small regional firms like School Outfitters.com. So, the short answer is that in a high velocity, target market, many competitors can emerge.
3. What do your competitors do a little or close to what your business does? Everyone looks for the unique proposition but ultimately what you see on a website is far less important that how you merchandise the website. Merchandising analytics are the difference in successful growth on the web and random access to opportunity.
4. What are the strength and weaknesses compare of your competitor in the following:
a. Social Media Vital in the school market since many if not all teachers exchange ideas and opinions on social sites like Weareteachers.com. The larger the company the stronger the web analytics.
b. Ecommerce School Specialty has a long tail assortment, across multiple grade levels and curriculum.
c. CRM Not