E-Commerce Planning Marketing Plan by Rakesh Calton

E-Commerce Planning
This paper presents the e-commerce model for a fictitious company.
# 100280 | 4,889 words | 18 sources | APA | 2007 | CA

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In this article, the writer explains that e-commerce involves trade of goods and services that takes place electronically such as over the Internet. The writer notes that GUILD is a fictitious company dealing with artifacts, jewelry, books, paintings and other artwork, which has made a strong Internet presence. This assignment explores e-retailing business in general and e-retailing business of GUILD in particular. The writer concentrates on the retail-marketing sector and chooses a company that operates in this sector. An attempt is made to assess how this company has implemented e commerce in its day-to-day operations and how it has benefited by implementing e-commerce model in its operations. An overview of e-commerce is provided. A detailed strategic and marketing plan is drawn using various tools such as Porter five force, PESTLE, SWOT and key success factors.

E-Commerce an Overview:
Retail Sector Overview
Porter Five Forces
PESTEL Analysis
Technological Issues
Company Profile
Mission Statement
The Team
Company Products
Web Presence
Benefits of e Commerce to GUILD
Current Status of E-business in Retail Marketing
Current Players and Competition
Critical Factors for E-Commerce
Elements of E-Commerce
E-Business Transaction & Security
Limitations of E-Business
Technical Limitations
Non-technical Limitations
E-Business Models for GUILD
SWOT Analysis of GUILD
E-business applications for GUILD
Products Offerings
Promotional Strategy
Customer Relationship Management
Returns Policy
Customer Service
Outsourced Delivery
Mix Text-Based User-Friendly Interface Design
Website Design Technology
Key Success Factors

From the Paper:

"Culture trends present both threats and opportunities for a firm. The retail industry is a customer. The industry must understand that the buying power of baby boomers and teenagers has grown. Parents are busy and are entrusting their children with more money to use and buy what is needed. There are also a number of cultural trends that must be followed. Cocooning refers to customers who retreat into their safe, cozy "homelike" environment. This boosts sales in the catalogue and on-line shopping areas. Another trend is called Down-aging. In this situation, customers search out precuts that are symbols of youth, renewal and rejuvenation to offset the routine and intensity of their adult lives. Both these trends provide ample opportunities for the retail industry."

Sample of Sources Used:

  • Business Week, (January 12, 2004) Retail: This Rising Tide Won't Lift All Boats, Available online at,
  • http://www.businessweek.com/magazine/content/04_02/b3865623.htm (Accessed 4th March 2007)
  • CommerceNet, (1999) Questions and Answers about Electronic Commerce Basics, Available online at, http://www.commerce.net/resources/efaq.html. (Accessed 4th March 2007)
  • Carlson School of Management, Press release, (August 2004), Available online at, http://www.csom.umn.edu/Page2092.aspx?showcontent=25474&display=2&templateID=2 (Accessed 4th March 2007)
  • Dort, E. V., and Nash, S., Logistics and the Internet, Available online at, http://www.elogistics.com/report.pdf (Accessed 4th March 2007)

Cite this Marketing Plan:

APA Format

E-Commerce Planning (2007, December 23) Retrieved March 28, 2020, from https://www.academon.com/marketing-plan/e-commerce-planning-100280/

MLA Format

"E-Commerce Planning" 23 December 2007. Web. 28 March. 2020. <https://www.academon.com/marketing-plan/e-commerce-planning-100280/>