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Internet Marketing Plan For River Island
359 Downloads | 13 Pages 3,112 Words
With the increase enhancement in the field of technology, it has been considered essential by the businesses to implement such technology in their business processes. Further, the increasing demand from the customers regarding the better quality of products and services delivered to their doorstep has also necessitated for the businesses to implement the e-business strategy in their business processes. E-business which is commonly known as electronic business implies the application of information communication and technology in the business processes, for the purpose of supporting various business activities undertaken by the organization. E-business does not simply mean buying and selling via inteet, rather it is a much broader concept and requires the integration of business activities with the inteet and related technologies so that the business activities can be performed in a superior manner. In simple words, it implies development of new ways of doing business by innovatively exploiting the various aspects of the information communication and technology. With the changing business environment, business organizations are compelled to develop new strategies and business models to remain competitive. The integration of business activities with the latest development in the field of technology enables the organization to serve its customer in a totally different manner in comparison to the traditional method of business. It helps the businesses in the achievement of competitive advantage over others by providing them the opportunity to meet the customer needs in a more effective manner. Along with the advantage that is experienced by the businesses from the rapid development in the field of technology, there are certain issues that have also emerged from the e-business policies such as security related issues, privacy, regulatory, legal and ethical issues as well. As such the integration of the business activities with the information technology should be done with great care in order to achieve maximum advantage out of it (Li 2007).
This report is basically conceed with the development of an inteet marketing plan for River Island, a fashion conscious chain of retail stores. The current website of the company is basic and does not support the e-commerce transactions. As such, the report is basically conceed with the development of an inteet marketing plan, which will cover various topics such as the impact of e-business strategy on the business, strategies for implementing the inteet marketing plan, measures for the protection of business for minimizing the security related risk and also the future developments in the field of e-business. Finally the report concludes with a conclusion and the recommendations on various aspects of e-business strategy.
Impact of E-Business strategy on Business
The success of every business depends upon how well it is able to satisfy its customers. Customer satisfaction is the prime conce for the businesses these days, as they realize that attracting new customer would cost them too high in comparison to retaining existing customers. As such, most of the businesses are eyeing to satisfy their existing customers by offering them products and services above their expectations. However, the advancement in the field of technology has further raised their expectation even more than before. In the e-business age, the expectation of the customers has totally been changed with that of the traditional business. Customers are expecting higher level of services such as timely delivery of products and services with the correct features as mentioned during the time of purchase. The transaction should be free from any kind of fraud and the processing time should also be least. They expect personalized as well as error free service through multiple channels and also the availability of service at all the times (E-Business 2010). In addition to all these expectations, the customers are also very much conce with respect to the privacy and confidentiality related issues from the e-business transaction. Further, as the River Island is a fashion conscious chain of retail store, the customers would expect good quality of products with timely delivery because it would not be possible for them to judge the quality of the products electronically. As such the expectation of the customers would further increase depending upon the nature of the business.
For the purpose of achieving the maximum advantage of e-business strategy, it becomes very much essential that the new business processes must be integrated with the existing business processes. However in case of River Island, the website of the company does not support the e-commerce transaction. As such, it has been a difficult task to integrate the data with the existing business system database of the organization. The successful launch of an e-business would require the integration of core business application software with that of the e-business applications. This will help in the complete realization of benefits from e-business.
et would require the logistic system to be more effective, as the database of the customer would expand which requires the business to respond quickly to its customer’s requirements (Parazoglou 2006).
ing the products and services offered through the website, so that the awareness can be created among the customers. An effective e-marketing strategy would help the company in attracting the interest of the existing as well as the prospective customers. There are various e-marketing and promotion strategies available through which the marketing of a brand through the web is possible in the most effective manner. However, in the development of consumer centric e-marketing strategy, it becomes essential that the consumer should be familiar with the use of ICT (Pires, Stanton and Rita 2006). In order to market its products online, River Island need to have a proper marketing strategy in operation so that the inte
et users can be attracted and the sales can be increased. The various marketing strategies include marketing through emails, podcasts, blogs and also through forums. These e-marketing strategies can prove to be useful for River Island to effectively market its products among its target market. As the company is planning to enter into the e-commerce, it becomes essential for the company to target as many customers as possible. This is possible through email marketing as it is an effective tool for marketing large number of customers. Further, the company can also interact with its customers through the blogs and forums. All these marketing strategy would be helpful for the River Island over a short period of time, but in order to market its product and services over a longer period of time, the long term marketing strategies such as article marketing, social networking and social bookmarking would be quite effective (Inte
et Marketing Strategy 2010).
ing the implementation of e-commerce transaction with the existing system is quite high. This is because, the existing system does not require too much of modification for the purpose of enabling the e-commerce transactions. As such the cost that the company needs to incur is also quite low. Thus all the aspects are quite favorable for the company to implement and integrate with the existing system.
Protection of Business
et Corporation for Assigned Names and Numbers have issued two documents named as “Dispute Resolution Policy” and “Rules for Uniform Domain Name Disputes Resolution Policy”. Further, the intellectual property that represents the skills and knowledge of the employees of the organization is also in danger from the e-commerce transaction (INTERNET LAW - How Can I protect My Company’s Domain Name? 2008).
Future Development in E-Business
et. In simple words, m-commerce enables the users to exchange data, products and services via the mobile phones (Mariga 2003). The impact of XTML language is also huge in e-business as it allows the service providers to be first in the market with respect to their service. Thus it enhances the speed of the transaction which allows the service provider to effectively respond to the market requirements (Grigonis 2000).
ational competency of the business organization also improves because of e-commerce, as it enables them to have an access to the inteational customers. Thus they get a chance to serve the needs of inteational customer which results into the increased sales and ultimately the profit (Inteationalization of E-Commerce).
Conclusion and Recommendation
A brief discussion on the implementation of E-commerce at River Island provides a brief idea about the various opportunities and the issues available to the organization. The opportunities are in terms of wide access to the market that allows the company to serve even the inte
ational customers, but at the same time there are certain threats from the e-commerce to the organization. These threats are in terms of technological failure, risk from hackers etc. However, these risks can be controllable by having certain policies and standards in operation. Overall, the integration of the company’s business with the information technology is quite effective for the company to achieve high growth.
It has been highly recommended to the River Island to implement such information technology as it will enable the organization to achieve high growth in terms of increased customer database. Further, the company has basic website, although it does not support the e-commerce transaction, but the company need not have to incur huge costs for enabling the e-commerce transaction facility into its existing processes. As such, it would be a profitable deal for the company to integrate its business process with the information technology.
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