Preview

Case Study Bmw Mini

Powerful Essays
Open Document
Open Document
1078 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study Bmw Mini
FreeMarkets Online Case
Marketing Management, 45-720, Section A, Group 2

Arnab Basu Malcolm Johnson Douglas Meislahn Nicholas Reid Robert Schmidt

02/08/05

Marketing Management, 45-720, Section A FreeMarkets Online Case

A. Basu, M. Johnson, D. Meislahn, N. Reid, R. Schmidt

Executive Summary FreeMarkets Online is faced with developing a strategy that will increase revenues from $1.8 in 1997 to $6 million in 1998. To accomplish this tripling of their revenue streams, FreeMarkets Online should pursue vertical market dominance by emphasizing its core competencies and shunning any dilution of its product. To this end, the company should focus on the target markets that originally attracted its founders. Also, the unique technology and salable information owned by the company should be guarded, thereby maintaining the value of FreeMarkets Online’s market making abilities.

Problem Statement The central issue faced by senior management at FreeMarkets Online pertains to the future positioning and strategic direction of the company as they enter the new year. In particular, FreeMarkets Online management must decide which strategic opportunities they wish to pursue in order to achieve the revenue goals of $6 million in 1998 over the $1.8 million earned in 1997. These opportunities include both vertical and horizontal market expansion, technology licensing, and networked purchasing information systems. FreeMarkets Online management must ascertain how to best leverage such factors as their current competitive advantages, value proposition, and pricing and technological strategies in order to determine the most profitable and successful strategic direction for the company in the coming year.

Solution Alternatives & Analysis FreeMarkets Online is faced with key strategic decisions vital to the company’s direction. The first is how to deal with their target market. FreeMarkets Online can pursue vertical market dominance in their current target market, or they
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Ecom541 Marketing Plan
    • 7777 Words
    • 32 Pages

    Ecom541 Marketing Plan

    Furthermore, we need to determine how to remain cost-effective with these proposed improvements to the marketing programs. Being a small e-commerce startup with limited funds and personnel, FTF has struggled for over four years to create effective marketing programs and have seen very little positive impact of their past marketing efforts. The lack of an effective marketing strategy which includes targeted advertising has led to increased and somewhat unnecessary marketing costs because several of the marketing campaigns are built on the premise of “testing it out” and seeing what kind of response it gets.…

    • 7777 Words
    • 32 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Business Research - Rwt-1
    • 3333 Words
    • 14 Pages

    Business Research - Rwt-1

    ABC Corporation is a retail establishment that has attained a stronghold in the United States through brick and mortar stores. Desiring to increase revenue and broaden its customer base, ABC is currently entertaining the idea of entering the online sales arena. Allison Enright, (2012) Editor of Internetretailer.com, states that,” U.S. e-commerce sales accounted 5.1% of total retail spending, according to an estimate released last month by the U.S. Department of Commerce. It is the first time that e-commerce as a percentage of total retail spending has topped 5%.” These figures suggest ABC’s desire to break into online markets is both timely and fiscally sound.…

    • 3333 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    QRT2 Task 2
    • 2107 Words
    • 9 Pages

    QRT2 Task 2

    Combining a solid e-commerce solution with a strong online presence can take a business to heights not imagined before. The online presence allows stores to reach out to potential customers and market their products to those who may otherwise be unaware of a stores existence. Throughout the rest of this paper we will look at a small company located in Lakeland, Florida.…

    • 2107 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Rwt1 Business Research and Writing Essay Example
    • 2835 Words
    • 12 Pages

    Rwt1 Business Research and Writing Essay Example

    This report will be to present research done on online Marketing opportunities for retail sales. It will not only allow a better understanding of how to market a product successfully but show the advantages and disadvantages of marketing online. The impact of sales to a company from marketing online can be substantial and should be something a company puts real thought into.…

    • 2835 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Qrt2 Task 2
    • 2350 Words
    • 10 Pages

    Qrt2 Task 2

    References: Belew, S., & Elad, J. (2009). Retail to E-Tail Starting an Online Business All-in-One Desk Reference for Dummies, 2nd Edition. John Wiley & Sons 2009. Competitive Marketing Strategies: Analyzing Competitors. (n.d.). Eley, B., & Tilley, S. (2009). Online Marketing Inside Out. SitePoint. Genius, S. (2013, May 30). SEO Tools. Retrieved from seobesttools.com: http://www.seobesttools.com/what-is-seo/ Lancaster, G., & Reynolds, P. (2005). Management of Marketing. Taylor and Francis. MarketingFind. (2013, May). Opportunities in Online International Marketing. Retrieved from marketingfind.com: http://www.marketingfind.com/articles/opportunities_in_online_international_marketing. html Rouse, M. (2013, May 30). CRM (Customer Relationship Management). Retrieved from searchcrm.techtarget.com: http://searchcrm.techtarget.com/definition/CRM Stokes, R., & Quirk, M. o. (2013). eMarketing: The Essential Guide to Online Marketing, v. 1.0. Flat World Knowledge, Inc.…

    • 2350 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Internet Marketing - Pass 5
    • 820 Words
    • 4 Pages

    Internet Marketing - Pass 5

    The internet has become a key factor in the success of a lot of businesses in recent years. In the following assignment I am going to explain how internet marketing has made Tesco’s business more efficient, effective and successful.…

    • 820 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Puritans Research Paper
    • 499 Words
    • 2 Pages

    Puritans Research Paper

    A market which you are part of is unrelenting to fact that you can put in proper efforts that might be possible to adhere to in other ways and you can make buys online with use of discount coupons and your credit cards that will get orders delivered to your mailing address within a few day’s…

    • 499 Words
    • 2 Pages
    Good Essays
    Read More
  • Best Essays

    Promotional Plan - Penfolds Bin 707
    • 4472 Words
    • 18 Pages

    Promotional Plan - Penfolds Bin 707

    ‘Product is a key element in the overall marketing offering. Marketing-mix planning begins with formulating an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable relationships with customers (Kotler. P, Armstrong. G, pg – 218, 2008).’…

    • 4472 Words
    • 18 Pages
    Best Essays
    Read More
  • Good Essays

    The Effect of Geography on Greek History
    • 563 Words
    • 3 Pages

    The Effect of Geography on Greek History

    How did geography affect Greek history? In what ways was Greek civilization molded by the land, the sea, and the weather of the Mediterranean area?…

    • 563 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Conceptual Framework of 4`S Library
    • 453 Words
    • 2 Pages

    Conceptual Framework of 4`S Library

    Peter Drucker defined the marketing concepts as “the business as seen from the customer‟s point of view.” Keating & Hafner [68] initiated that business models can be applied to libraries; they draw analogies from business by substituting “library” for “corporation and “user” for “customer”. The e-Business domain is being employed extensively in government, library, and non-profit diverse organizations lately. Constantinides (2002) [69] proposed the Web-Marketing Mix (WMM) model to identify the online marketing critical elements and addresses the E-Commerce strategic, operational, organizational and technical issues by: Scope, Site, Synergy and System (4S). The scope identifies the strategic and operational objectives to be addressed. The site proposes a method for drafting realistic and consistent Web marketing plans in order to develop the functional platform of communication, interaction, and transaction with the web customers. The synergy refers to the necessary organization, infrastructure, human resource and knowledge for supporting smooth online operational processes. The system identifies main technological and administrative issues that will underpin online marketing activities.…

    • 453 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    proctor
    • 6876 Words
    • 28 Pages

    proctor

    Procter & Gamble is the largest maker of household products. This industry leader has 250 brands in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty care (cosmetics, shampoos), food and beverages (coffee, snacks), feminine care (sanitary towels) and health care (toothpaste, medicine). P&G is one of the world largest advertisers, and the number two Fortune 500 list America’s Top Performing Companies. P&G outperformed its competitors Johnson & Johnson, Nestle, and Kimberly-Clark. Many marketing strategies we now take for granted, P&G defined them, making marketing a top priority in the organization. P&G also ventured into brand management, in consumer surveys for marketing research, and new product research development. P&G’s success in the domestic market is because of its reliance on a combination of consumer research, advertising, and distribution techniques. Over the past few years P&G has not been as successful with annual sales growth as it was prior to, sales growth has declined and they have missed analyst profit expectations.…

    • 6876 Words
    • 28 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Will E-Market Replace Traditional Marketing, in the Future
    • 1338 Words
    • 6 Pages

    Will E-Market Replace Traditional Marketing, in the Future

    E-market or internet marketing is getting wider as the consumer only need the internet to buy or order the stuff they needed. They don’t need to go to the actual place to order but with just a single click they can have whatever they want. There are both advantages and disadvantages in e-marketing. However, as modernization occurs e-marketing is something many can’t live without. Everything is made easier with a click on the finger tips as the consumer have everything at their expense. However, if the E-marketing dominated the business world, it doesn’t mean that the traditional marketing will be replaced.…

    • 1338 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Case Study Audi
    • 6513 Words
    • 27 Pages

    Case Study Audi

    In its 2018 Strategy, the Volkswagen Group expressed its goal to become a leader in the automotive industry. It bases its strategy on three pillars: economic performance, ecological innovation and thus society fascination. “Our aim is to make the Volkswagen Group the leading automaker by 2018 – economically and ecologically.” said Dr. Martin Winterkorn, Volkswagen’s Chairman of the Board of Management. Concretely speaking, the Volkswagen Group aims at being the global leader in terms of unit sales, customer satisfaction and profitability.…

    • 6513 Words
    • 27 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Long Long Tail
    • 829 Words
    • 4 Pages

    The Long Long Tail

    The Internet can be credited for the plausibility of the Long Tail form of marketing. The physical limitations of physical space do not apply on the Internet, making the Long Tail a viable market. In fact, Amazon and eBay, two of some of the biggest retailers in the world make most of their money from the long tails of their businesses. The Long Tail is thus definitely relevant in the business which primarily involves a product. Although the practice of this relatively new and what may appear, at first, odd form of marketing has not been utilised widely, its relevance and impact is unquestionably existent.…

    • 829 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Online Shop
    • 998 Words
    • 4 Pages

    Online Shop

    Online shopping or online retailing is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Alternative names are: e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online store, and virtual store. An online shop evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or shopping center; the process is called business-to-consumer (B2C) online shopping. In the case where a business buys from another business, the process is called business-to-business (B2B) online shopping. The largest of these online retailing corporations are eBay and Amazon.com, both based in the United States. Retail success is no longer all about physical stores, this is evident because of the increase in retailers now offering online store interfaces for consumers. With the growth of online shopping, comes a wealth of new market footprint coverage opportunities for stores that can appropriately cater to offshore market demands and service requirements. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine.…

    • 998 Words
    • 4 Pages
    Powerful Essays
    Read More

Related Topics