boo.com analysis
Question 1
Boo.com wanted to be the leader in online sport clothes around the world. That is the reason why they decided to launch the website in America and Europe. But the problem was that they invested too much money instead of waiting for revenues. Also they neglected the analysis of the technological environment. Boo.com also underestimated the cost of implementing the technology because it needed to fit with the stock control and distribution process. the company assumed that clothing has more standardized sizes with less need for a precise fit than designer clothing. But they omitted the fact that online clothes and trainers have a higher rate of return and their target is not associated with the mail market question 2
Product -> The choice of Boo.com is in my opinion a good name. It is a short but powerful name and it is easy to memorize. They have a wide range of products from classic to trendy.
Pricing -> This was rather a big problem. Online sites should be cheaper or have reductions but here it was not like this. The people where not ready to pay the same price.
Promotion -> They made advertisements through the TV and the newspaper. they created a magazine called “Boom” which didn’t even support the sales. It was only a fashion magazine and readers couldn’t see the company’s products.
Place and Physical Evidence -> The distribution channel used was the Online Channel. The place wasn’t appropriate at that time because buying clothes online wasn’t in people habits. It was difficult for them to get fashion and sports brands that they could offer through their website. These brands already had their retailers.
Process -> It was too difficult to buy products online.
People -> they were active in around 27 areas so they needed a lot of employees this equals high costs question 3
The main idea was to make a shopping experience like you would go to a normal shop. They created a virtual salesman who guides the shoppers. That was a really
Boo.com wanted to be the leader in online sport clothes around the world. That is the reason why they decided to launch the website in America and Europe. But the problem was that they invested too much money instead of waiting for revenues. Also they neglected the analysis of the technological environment. Boo.com also underestimated the cost of implementing the technology because it needed to fit with the stock control and distribution process. the company assumed that clothing has more standardized sizes with less need for a precise fit than designer clothing. But they omitted the fact that online clothes and trainers have a higher rate of return and their target is not associated with the mail market question 2
Product -> The choice of Boo.com is in my opinion a good name. It is a short but powerful name and it is easy to memorize. They have a wide range of products from classic to trendy.
Pricing -> This was rather a big problem. Online sites should be cheaper or have reductions but here it was not like this. The people where not ready to pay the same price.
Promotion -> They made advertisements through the TV and the newspaper. they created a magazine called “Boom” which didn’t even support the sales. It was only a fashion magazine and readers couldn’t see the company’s products.
Place and Physical Evidence -> The distribution channel used was the Online Channel. The place wasn’t appropriate at that time because buying clothes online wasn’t in people habits. It was difficult for them to get fashion and sports brands that they could offer through their website. These brands already had their retailers.
Process -> It was too difficult to buy products online.
People -> they were active in around 27 areas so they needed a lot of employees this equals high costs question 3
The main idea was to make a shopping experience like you would go to a normal shop. They created a virtual salesman who guides the shoppers. That was a really