Ecommerce Market Essay Research Paper The firms

E-commerce Market Essay, Research Paper

The firm.s objectives can be met and a go.ahead is suggested subject to

addressing the recommendations. Macrosegmentation of the market identified

machinery, wood, base metals and plastics as target markets for the firm.

Revenue expectation based on a 0.4% market share is $329,000. Break even is

$259,000 and requires contributions from 17 customer projects at an average

billing of $15,000. The budget set for implementing the promotional mix is

$100,000. Target ROI = 15%. The following recommendations must be considered

before start-up: 1. Protect service names and marks. 2. Conduct a

microsegmentation analysis to refine market segment intelligence. 3. Develop

multisegment targeting strategies for the chosen markets. 4. Ensure that funds

are in place for first year.s operation. 5. Develop a decision support system

including customer details, candidates for networking and reciprocity. 6.

Complete 3 . 4 assignments at cost to establish a credible portfolio. Use as a

source of referrals. 7. Obtain ISO 9000 certification . .walk the talk..

Apply benchmarking standards. 8. Develop assessment and promotional tools using

the firm.s service. If the service is to work for the client it should work

for the firm. 9. Finalize details of the promotional plan. 10. Develop influence

as a trade mission co-ordinator. Organizational Mission The firm.s mission is

to provide innovative and effective global marketing services to British

Columbia industries. They focus on E-business as a primary means of achieving

client objectives and measure their effectiveness in terms of customer

satisfaction and referral business. Market Opportunity Analysis Analysis of the

size and sustainability of various market segments. The segmentation basis used

is demographic. Primary descriptors are geography, customer type, growth rate

and size. Demographics . (BC Statistics) + There are 13,700 small and

medium exporters in BC . 4.6% of all businesses in British Columbia. They

account for $3.7 billion or 13% of British Columbia.s total export value. The

average small and medium exporter typically exports $269,500 annually. +

Rising trend . small and medium exporters ã 1000 per annum and export

ã $200+ million per annum. + British Columbia.s small and medium

exporters typically ship .value added. products . less susceptible to

economic slowdowns. During a recent slowdown they actually increased their

exports by $12 million. - 79% of small and medium exporters are dependent

on the United States as their primary export market. Environmental Scan

(Purchasing On-line) Social Forces + Increasing competition is forcing

higher standards in the global marketplace . TQM, ISO 9000. +

Globalization of trade increasing competitive pressure on domestic producers due

to foreign competition . simultaneously offering new opportunities for export.

+ Small and mid-sized businesses often lack vision and resources to

develop world class enterprises . need help. Political/Legal Forces +

Various Governments are attempting to stimulate business on the Internet .

taxation moratorium, privacy protection, copyright protection and fewer

regulations. Technology + Dramatic increase in Internet use for business

. 73% of corporate buyers use the Internet. + Opinion leaders such as

IBM are shifting their entire purchasing systems onto the Internet. +

Vendor analysis is more efficient . faster and more comprehensive comparison

of supplier alternatives. + Distribution improvement . intermediaries

become redundant as suppliers and buyers connect directly. + Purchasing

cycle time reduced . RFQ.s that used to take 20 days to process now take 20

minutes. + Shipping/Logistics . tracking, price brokering,

inventory/shipping integration are streamlined. + Real-time

Supplier/Purchaser dialogue and co-operative design over the Internet eliminates

waste, reduces costs and speeds up new product development. + Internet

not expected to be significantly affected by Y2K problems in either North

America or Europe. - Perceptions of transaction security remain a

concern. (This perception is rapidly diminishing) - Suppliers are ill

equipped to provide E-commerce . (Actually a plus for Global Reach Inc.)

- Heterogeneity of service is a concern as buyers are confronted with

numerous unfamiliar suppliers and engage in extensive, high-involvement

decision-making. . (Actually a plus for Global Reach Inc.) Competitive

Analysis (Business in Vancouver, The AD Pages, telephone survey) There are 51

Marketing Consultants operating in the Lower Mainland. Average market share of

1.9% is inferred . no data available. Web page development and media promotion

are standard. Larger firms have the capacity to develop E-commerce solutions but

are focusing on expensive EDP and Intranet strategies . suitable for only th

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