...Introduction 4 1. Steps in purchasing decision 4 1.1 Problem/Need Recognition 5 1.2 Information Search 5 1.3 Alternative Evaluation 7 1.4 Purchase 7 1.5 Post Purchase Evaluation 8 2. Analysis of computer industry business trends in SA 9 2.1 Industry overview (South Africa) 10 2.2 Market analysis 10 2.2.1 Supplier Power 11 2.2.2 Buyer Power 11 2.2.3 New Entrants Threat 11 2.2.4 Threat of Substitutes 12 2.2.5 Rivalry 13 2.2.6 Opportunities 13 3. DELL’S online only strategy in the 80s and 90s analysis 14 3.1 Dell’s online strategy 14 3.2 Online business value 15 3.3 Online Sales Growth 16 3.4 Convenience 16 3.5 Consumer behaviour intelligence 17 3.6 Was online only strategy suitable for under and developing nations? 17 4. Proposed Channel Strategy for Dell to be Market Leader In SA 18 4.1 Marketing Channel Selection 18 4.2 Market Research and Analysis 18 4.3 Distribution Channels 18 4.4 The Internet and disintermediation in the distribution channel 19 4.5 Channel Length 20 4.5.1 Consumer Channels 20 4.5.2 Business-to-Business Channels 21 4.6 Overcoming Limitations of shop floor space 21 4.7 Conflicts 21 4.8 Supply Chain 22 4.9 Distribution intensity 22 4.9.1 Selective Distribution 23 5. Conclusion 23 B. List of References 25 C. ANNEXURE 1 27 A. Introduction This report examines the consumer purchasing decision process with specific reference to purchasing a PC;...
Words: 7406 - Pages: 30
...the present analysis are: to compare the mean price of 1-DAM with the expert’s manufacturer statement; to investigate wheather there is a significant difference in mean prices of 1-DAM in different distribution channels; to investigate whether the mean prices of 1-DAM are significally different in various regions of Russia; Analytical Tools and Techniques: SPSS software program was used to descript statistics and to test the hypotheses by employing several kinds of statistical tests. General conclusions: at 5% level of significance we don’t have enough reasons (data) to reject the claim of the manufacturer (Johnson&Johnson), that the mean price of 1-DAM is equal to 1190 rubles; at 5% level of significance we conclude, that the mean prices of 1-DAM in retail and in internet are not equal and the difference is significant. Consequently, planning the pricing policy of 1-DAM it is recommended to use different pricing models for different channels; at 5% level of significance there is no significant difference in the mean prices of 1-DAM in different Russian regions. Consequently, same (equal) price of 1-DAM can be established for all Russian regions; for the requester of this analysis (company “Ochkarik”) it is not recommended to be guided only by this analysis, planning the pricing policy of 1-DAM, due to low explanatory power of the analysis, that can be improved by more comprehensive selection; Part I. Data Analysis. 1.1. Original...
Words: 2082 - Pages: 9
...This presumed cross channel cannibalization should be based on a more empirical analysis that promotes informed decisions. An examination of related existing literature and research will be utilized to present a solution to the following problem: anticipated assumptions, concerns and fears are impacting organizations utilization of the Internet for fear of cross channel cannibalization. The proposed solution presented combines several established quantifiable equations and methods, producing a standardized method of analysis regarding the impact of online sales. This brief paper contends that online sales pose no immediate cannibalization of tradition sales, making these concerns relatively baseless. Problem Overview The phenomenon of concurrent channels being provided by the same company is fairly new, but the emergence of the Internet as an enduring market necessitates the adaption of online retail in order to remain competitive [1][3]. Late entrants into this market are apprehensive about the Internet’s bipolar nature, since it has already demonstrated its ability to catalyze both opportunities and threats [5]. The dot.com bust of the 1990s increased many retailers’ hesitance in expanding their operations to utilize the Internet. Their fears appear to be strongly routed by the notion that their physical store sales and profits would be cannibalized by an online retail offering [1]. Falk et al [3] contend that “entrenched channels [view] the Internet channel as unwelcome competition...
Words: 1457 - Pages: 6
...EXECUTIVE SUMMARY The main purpose of this report it to provide an analysis and evaluation of the role of the Internet on the fashion industry as well as comparing and contrasting the e-marketing mix strategies of two competing e-businesses Nike Inc and Sass & Bide. Firstly, the report will critically analysis the roles of the Internet on the Fashion Industry. Secondly, the report will highlight ways in which the Internet has significantly changed the way the Fashion industry operates. Thirdly, the report will analysis and compare the product mix strategies of both Nike and Sass & Bide. Fourthly, the report will analysis and compare the price mix strategies of both Nike and Sass & Bide. Fifthly, the report will analysis and compare the promotion mix strategies of both Nike and Sass & Bide. Sixthly, the report will analysis and compare the place mix strategies of both Nike and Sass & Bide. Seventhly, the report will summarise the key findings from the analysis of Nike and Sass & Bide. Lastly, the report will outline whether superior marketing mix strategies are found in either Nike or Sass & Bide. * The report is successful in highlighting the varied roles the Internet has within the Fashion industry and how it has significantly changed the way the industry operates. * The report demonstrates differences between the e-marketing mix strategies of Nike and Sass & Bide that allow each business to have success, profitability...
Words: 5139 - Pages: 21
...Study: Note on Marketing Strategy, Ref. 9-598-061 http://www.netmba.com/marketing/situation/ -5Cs analysis Principles of Marketing by P. Kotler & G. Armstrong East Magazine (HK) Executive Summary To define a competitive market segment for targeted marketing strategy, it is required to identify the core competitiveness of the Firm, in relation to the existing competitors in the market. To identify suitable segment by 5Cs Analysis 1. Customers 2. Firm’s Competitive Advantages 3. Competitors’ Edges 4. Collaborators 5. Market Context in Segmentation. To judge the targeted segment before committing to a strategy with reference to four critical factors; 1. The Source of Demand Generation; 2. Demand Fulfillment; 3. After Sales Services; and, 4. Information/Market Feedback for Strategy Development. Finally, the nature of product or services for distribution, are there any competitive advantages in either or partial perspectives by creating value; 1. Exclusive Distribution Exclusive distribution usually can be seen in retailing market, especially for the high-end products or high-priced products e.g. Cars, Jewelry. The most advantage is marketer can enjoy lack of competitors in the same marketplace. However, the retailer need to committee larger volume of sales with the supplier. 2. Selective Distribution Selective distribution usually can be seen in hard products, such as electronic appliances, furniture. The supplier will...
Words: 1076 - Pages: 5
...of euros into new electronic channels. But after some years of excitement banks long-waited sky-rocketing profits from this area didn’t occur. Estonian banks have also invested in expanding and improving the IT systems and a number of new e-banking services have been developed. Until recent time, most of the pricing decisions for e-bank services were made based on a gut feeling as current financial management information systems didn’t support such analysis. In the article author explores the implementation techniques of Activity Based Costing (ABC) in banking sector on example of an Estonian bank in order to analyze the cost structure for traditional and electronic channel transactions. The article shows how it is possible to implement ABC in banking sector and proofs empirically that electronic channels provide cost saving for banks and for bank clients. JEL classification numbers: G21, L11, L86, M40, O31 Keywords: e-banking, profitability, activity based costing 1. INTRODUCTION A few years ago no self-respecting financial consultant would travel without it: the bar chart showing that the marginal cost of Internet banking transactions was a tiny fraction of the cost of branch banking. It was the chart that launched dozens of stand-alone Internet banks. As a result, European banks have poured billions of euros into building direct channels like the Web, upgrading branches and call centers, and trying to integrate all these channels. Major financial futurists...
Words: 7435 - Pages: 30
...global beauty company, with over $10 billion in annual revenue. As the world's largest direct seller, Avon markets to women in more than 100 countries through approximately 6.5 million active independent Avon Sales Representatives. Avon's product line includes beauty products, as well as fashion and home products, and features such well-recognized brand names as Avon Color, Anew, Skin-So-Soft, Advance Techniques, Avon Naturals, and mark. Each representative distributes a product catalog to their consumer every two weeks, and a new catalog typically includes 200—300 new items, generally seasonal product or promotional items. After a consumer has selected products to buy, the representative places an order with her assigned distribution center. The Atlanta Distribution Center The Avon DC outside Atlanta has about 360,000 ft^2 of floor space. ⅔ of this space is the receiving...
Words: 2250 - Pages: 9
...sector contributing significantly to the national economy. The issue that possess the industry is whether the utilization of internet technology in the Malaysia Palm Oil Industry (MPOI) and exploitation by industry participant using technologies in the logistic sites. The participants or workers acceptance to evolve the operation is less as where they prefer to conventional ways of managing their logistics. There a lots of effect that cause efficient and effective to the industry rather staying in old operation that referring to lack real-time information and experiencing the high cost of face-to-face interaction. The reason they avoiding using technologies as the internet facilities leading to slow speed of internet connection, resistance to change regular business method, ‘wait and see’ attitude among companies and the issue of internet security and trust among drawbacks that have discovered and discussed in many e-commerce studies. E-commerce appointed improvement in business logistics activities and assisted companies to carry out logistics activities electronically where cheap and in an easily accessible form. The operation provided real-time information to reduce cost on logistic activities such as distributing, storing and retrieving product. This system created ‘new channel’ for information flow, goods flow and new partnership across distribution channel. The application affects all elements in the supply chain that rely on data flow and to improve efficiency of deliveries...
Words: 1489 - Pages: 6
...SWOT Analysis Brittney Scarborough Bus/ 210 June 8, 2014 University of Phoenix SWOT Analysis The business plan I selected to research and to do an SWOT analysis was on an internet café business. SWOT stands for strengths, weaknesses, opportunities, and threats. I will be discussion all four of these areas in the JavaNet’s business plan. The internet café is called JavaNet, which will provide a different type of communication and entertainment for the public to use at low cost fee. They will educate the public on what the internet can offer them. They will also provide bakery items and coffee at an affordable price. Within two years of operation JavaNet will be sufficient with a customer base to keep the business functioning. Since the internet is continuingly growing, JavaNet will be able to educate the novice users which will bring people of all ages and backgrounds together. I found that JavaNet does have some strength within their business plan. The venture has experienced researchers and creative leaders. The business model is well-developed targeting people of all ages and backgrounds to come to a place with a common goal, to learn what the internet can offer them. The market segments have been accurately targeted by being the first internet café in Eugene. The distribution channels are chosen from the local wholesalers in Lane County. The wholesaler retails beans to twenty different locations in the Eugene area. The friendly and helpful staff will be able to...
Words: 885 - Pages: 4
...Buying Process • To introduce and examine the concept of Product Life Cycle • To introduce and explore the concept of Perceptual Mapping • To familiarize learners with the Marketing Mix and the 4 P’s • To investigate the concept of: • • • • • Positioning Distribution Channels Advertising Promotions Pricing • To familiarize learners with Marketing Economics THE 7 STEPS OF MARKETING STRATEGY DEVELOPMENT • The marketing strategy process is a circular function: 1. 2. 3. 4. 5. 6. 7. Consumer Analysis Market Analysis Review of the Competition and Self Review of Distribution Channels Preliminary Marketing Mix Development Evaluate the Economics Revision and extension of steps 1-6 until a consistent plan emerges THE 7 STEPS OF MARKETING STRATEGY DEVELOPMENT • The order of the 7 steps may be rearranged by the marketer depending on the situation. • This is one of the most comprehensive models for marketing strategy development. Others include: 1. STP (segment – target – position) 2. The 4 C’s (consumer behavior – company analysis – competitor analysis – context) STEP 1: CONSUMER ANALYSIS • All people do not have the same needs. • The goal of consumer analysis is to identify segments or groups within a population with similar needs so that marketing efforts can be targeted to them. • Important questions for marketers include: 1. 2. 3. 4. What is the need category? Who is buying and who is using the product? What...
Words: 3363 - Pages: 14
...1. Executive Summary The report was conducted to analyze from marketing strategies perspective why Xiaomi has made such a big success in smart phone business since it was founded in 201, and to make some recommendations for its further success. The methods used in the report include external analysis (customer analysis, competitor analysis, market analysis and environmental analysis), internal analysis (performance analysis and determinants of strategic options) and analysis of strategic outputs. In addition, a survey which can be found in Appendix part was conducted in a focus group to help on the analysis. The results from the analysis tell that Xiaomi has attracted a large number of very loyal customers by very accurate segment target positioning, establish very concise brand image with very user friendly UI system, high performance hardware and very efficient on-line selling channel. On the other hand, more and more powerful bargaining power from its suppliers, heavy dependency on single marketing channel (online) and difficulties in establishing technical differentiation are the major threat or weaknesses Xiaomi is facing. Xiaomi has become a very successful smart phone producer and seller. It created a phenomenon in the market and now is the paradigm many market players try to copy. Therefore, to overcome its weaknesses and tackle the threats and to gain sustainable development of business, in the report, the following recommends have been discussed: Enhancing...
Words: 4922 - Pages: 20
...Business Diploma BSBMKG514A Implement and Monitor Marketing Activities Assessment 2 By Sara Lawson August 2014 Task 1 * Interdependent Strategies The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place. In service marketing, so my take on the key words “interdependent strategies” would be referring to the different strategies that are in place for each stage or section of the marketing mix such as price, product promotion and place. An example of this is there would be an interdependent strategy in place to determine the price of a product and value where there would also be a totally different strategy in place for the promotion side of the marketing mix, although the strategies are all “interdependent “ they do all contribute to each other area of the overall strategy. * The needs of a particular target group “the needs of a particular target group” my understanding of the meaning of this phrase or statement is that each are of the marketing mix such as the price is aimed at a particular target group or target market that which together means that each interdependent strategy is in place to meet the needs of the target groups the company has aimed to produce the product for consumers. * Consistent with the resources and capabilities of the organisation The statement...
Words: 2460 - Pages: 10
...Company G 3-Year Marketing Plan Assessment Code: 318.1.5-06-15 Student Name: Mayla Barnes Student ID: 00000000 Date: May 2, 2015 Mentor Name: John Kim Table of Contents Introduction 3 Mission Statement 3 Product Description and Classification 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 3 Analysis of Competition using Porter’s 5 Forces Model 3 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 5 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 6 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 7 Product Action Plan 8 Price Action Plan 8 Place Action Plan 8 Promotion Action Plan 8 Monitoring Procedures 8 Introduction Company G offers a new product line for the wine enthusiast offering an incredible wine aerator that softens the bitter tannins and instantly improves the aromas and fruit flavors in red and white wines. “Primo” is a magnificent wine aerator and decanter is the most highly sought electronic wine aerator decanter on the market. Mission Statement We enable consumers to improve the quality and convenience of their lives...
Words: 2117 - Pages: 9
...quality, The masters of quality(W Edwards Deming, Joseph M Juran, Philiph B Crosby, Kaoru Ishikawa, Ginichi Taguchi, Shigeo shingo) Evolution of quality, The Total Quality Management Excellence Model, Strategic Quality Management, Lecture, Numerical Exercises on cost of quality, TPM 1. Basterfield H Dale and others, Total Quality Management, Pearson Education/PHI, Inc. 2006. 2. K.Shridhar Bhat Total Quality Management (Himalaya publishing house 2005). 3. Poornima M Charantimath, Total Quality Management, Pearson Education, 2003. MODULE 2 Continuous process improvement: Concepts of Kaizen, Kaizen vs. Innovation, Kaizen Strategy, House of Quality, Quality Function deployment, Quality Circles. Brain storming, Value analysis, Poka Yoke, Bench marking. Lecture, Case study on Kaizen 1. Imai Masaki, Kaizen, The key to Japan’s Competitive Success, McGraw-Hill, Inc., International Edition, 1991. 2. 3. Heizer and Nathan, Cases in Total Quality Management Manufacturing and services, Thomson South-western, 2004....
Words: 5392 - Pages: 22
...of the marketing mix. It will also discuss further in detail the four P's of the marketing mix, as well as, show the relation of the marketing mix to a product offered by Verizon Communications. The History of the Marketing Mix and the Four P's The term "marketing mix" has been dated to originate sometime in the late 1940's. Neil H. Borden, a teacher at the time, began using the term after James Culliton had described the marketing manager as a "mixer of ingredients". The term "marketing mix" gained its popularity in 1964 when Borden published his article, The Concept of the Marketing Mix. Borden's original marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. The ingredients of Borden's original marketing mix were later regrouped by E. Jerome McCarthy into what is known today as the 4 P's of marketing: Product, Price, Place, and Promotion (NetMBA, 2006). The product area is the emphasis in developing the right product or service for the target market. In the case of physical products, it also refers to any services or conveniences that are part of the offering (quickmba, 2004). In the product area of the marketing mix there are certain strategy decision areas that will need to be addressed. A company needs to decide what...
Words: 1713 - Pages: 7
