Digital Marketing Plan for E-commerce Company

This is a digital marketing plan for an e-commerce company focusing on eco-friendly fashion and accessories products. The plan uses the SOSTAC model to analyze the company’s current position and digital marketing communication practices. The plan includes a situational analysis using the 5 Forces framework, the setting of global goals and KPIs using the 5Ss of digital marketing, and the use of STP (Segmentation, Targeting, and Positioning) analysis, web tools, and e-CRM to develop further strategies for the brand’s online business. The plan also includes a critical assessment of the company’s practices in terms of the 7Ps Marketing Mix and suggestions for improvement.

LONDON SCHOOL OF BUSINESS AND FINANCE
Digital Marketing Plan for E-commerce
Company
Digital Marketing Communication Assignment
GAMZE YAMAN
21.06.2013

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Executive Summary
Together with the growth of digital media, the intersection of paid, owned and earned media
practices have driven the change in the way business works in recent years. For this reason, this
study critically evaluates effective strategies, tools and approaches for new media for a start-up e-
commerce company focusing on eco- friendly fashion and accessories products. SOSTAC Model is
implemented in order to prepare digital marketing plan for the brand. The first part breaks down into
three main categories; Situational Analysis, Strategies and Objectives with the aim of generally
analyzing the company`s current position and digital marketing communication practices. 5 Forces
framework used to identify e- commerce market`s competitive advantages. 5Ss of digital marketing
implemented to set the business` global goals and KPIs. STP (Segmentation, Targeting and
Positioning) Analysis, identifying web tools providing great opportunities mostly for fashion industry
and e-CRM are used to offer an insight into the second part, where actions, tactics and control are
discussed for further strategies of the brand`s online business. Practices are critically assessed in
terms of 7Ps Marketing Mix supported by new options of e-commerce marketing and suggestions
are given for improvement of these practices.

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Page Index
Executive Summary ....................................................................................................................................... 2
1. Introduction ............................................................................................................................................. 4
2. Key Findings .............................................................................................................................................. 5
2.1. Situation Analysis .................................................................................................................................. 5
2.1.1 Five Forces Analysis ............................................................................................................................. 5
2.1.1.1. Buyer Power .................................................................................................................................... 5
2.1.1.2. Supplier Power ................................................................................................................................ 5
2.1.1.3. New Entrants .................................................................................................................................. 6
2.1.1.4. Threat of Substitutes ...................................................................................................................... 6
2.1.1.5. Degree of Rivalry ............................................................................................................................ 6
2.1.2. Brand Perception and Customer Insight .......................................................................................... 6
2.2. Objectives ............................................................................................................................................. 7
2.3. Strategies .............................................................................................................................................. 8
2.3.1. Segmenting, Targeting and Positioning ( STP) .................................................................................... 8
2.3.2. Tools .................................................................................................................................................... 9
2.3.3. Integration ....................................................................................................................................... 10
3. Recommendations .................................................................................................................................. 11
3.1. Tactics and Actions ............................................................................................................................. 11
3.1.1. Product and Psychical Evidence ....................................................................................................... 12
3.1.2. Price ................................................................................................................................................. 14
3.1.3. Place and Promotion ........................................................................................................................ 14
3.1.4. People and Process .......................................................................................................................... 15
3.2. Control ............................................................................................................................................... 15
4. Conclusion ............................................................................................................................................. 16
5. References ............................................................................................................................................ 18
6. Appendices ............................................................................................................................................ 20

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1. Introduction
E-commerce sector has been growing at a rapid rate in recent years. There are eight unique
features of e-commerce technology - ubiquity, global reach, universal standards, rich messages,
interactivity, information density, personalization/ customization and social technology that both
challenge traditional business and explain the growth in the e-commerce market (Laudan and
Traver, 2012).
UK has the second largest e- retailer market behind the US, with the forecast to see double-digit
growth year-on-year between 2012 and 2016 (Key Note, 2013). Besides, E-commerce is also
significantly thriving in Australia and Canada, when it comes to English speaking markets (Allen,
2012).
On the others side, The power of digital communication changes how the advertising works and
the key differences of new from traditional media have been defined with five main elements:
Digitality, Interactivity, Hypertextuality, Dispersal and Virtuality (Singh et all, 2012).
Trevz is a new South African brand specializing on eco fashion and accessories. They are
looking for growth globally by targeting Millennials in English speaking countries. Trevz see
digital as the obvious route to international expansion, and they want to allow people to shop
online from anywhere in the world knowing that a % of profits gives back to charity for
vulnerable children in South Africa and creates a job.
In this case, the study analyses the targeting market of the company and creates a strategy and
plan in order to build and leverage their community of loyal followers online with a limited
budget.

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2. Key Findings
2.1. Situation Analysis
2.1.1. Five Forces Analysis
Porter (2008) claimed that Five Forces Model focusing on five aspects is a useful analysis to all
the business and organizations when overall scanning the industry`s current profitability
structure and determining the industry competition intensity (Porter, 2008). Trevz is a new brand
which wants to enlarge its business globally. That is why, despite of some limitations of the
model such as focusing on only external factors and assuming static market structures, Five
Forces is a powerful framework to show how attractive the industry to the Trevz company in an
international environment. Furthermore, the model applying for online retailing sector is also
valuable for the company to implement long- term digital marketing strategy in order to build and
maintain competitive advantage in the long-run.
2.1.1.1. Buyer Power
In our case, the key buyers will be taken as end-consumers. As shown in the Appendix 1, high
tendency to switch in the sector is one of the important drivers to increase the buyer power.
Although price sensitive shoppers search for the cheapest product, concerns about misuse of
financial and personal data increase their loyalty to trusted retailers. Furthermore, offering wide
product range in different sectors helps to decrease total power because of increased customer
base (Market Line, 2012).
2.1.1.2. Supplier Power
While analyzing e-retailing sector, Information Communication Technology (ICT) systems are
taken as key suppliers. Furthermore, Trevz is a startup company aiming promotes its local
designs to a worldwide audience by giving them an online exposure. Therefore, they will not
only be considered as players but also will be taken as suppliers by selling their products to
other online retailers.
As shown in Appendix 2, high importance of quality/ cost because of need to have reliable ICT
increases the providers` powers.

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On the other hand, together with high player dispensability in the sector, selling products to a
diverse variety retailers boost supplier`s power. However, losing revenues from big player could
considerably affect supplier`s profit.
2.1.1.3. New Entrants
Although competition in the market is increasing day by day, high supplier and distribution
accessibility, low fixed costs and little regulation shows that there are a few entry blocks to the
sector (see Appendix 3). Also, there are not many differentiated products in the in the sector.
Therefore, smaller firms may enter the market with niche products. Moreover, despite current
recession, there is an attractive opportunity to potential new entrants as consumers spend low
at these times.
2.1.1.4. Threat of Substitutes
Online retailing does not provide direct interaction of customer and seller and bargaining does
not exist. That is why, many customers prefer to buy physically compare to online so as to enjoy
the benefits of trying the product, like clothes etc. Also, another disadvantage of e-retailing is the
fact that delivery time can be in days or weeks which one cannot wait for the ordered product.
Nevertheless, low cost switching; cheap alternative and beneficial alternatives increase daily
number of customers buying online (see Appendix 4).
2.1.1.5. Degree of Rivalry
Market is strongly fragmented with several numbers of big brands having powerful online global
presence. Strong position of these players, as well as the low switching costs and low cost of
sales capacity are the main drivers that increase the rivalry, whilst low fixed and storage costs
and dynamic market revenues in recent years decrease rivalry to an extent (see Appendix 5).
2.1.2. Brand Perception and Customer Insight
To create a sustainable business model, Trevz use recycled materials for their products and
they aim to create jobs and give back to charities by selling their products. They, additionally,
target conscious “New Generation” profiled to be between the ages of 16 to 29. They also use

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“Walk with Soul” tagline. Therefore, their brand values can be listed as follows, eco- friendly,
socially responsible, sustainable, locally grown, trendy and innovative.
According to BBMG Conscious Consumer Report, health and safety, honesty, convenience,
relationships and doing good are five main drivers motivating social-minded customers to
purchase. Also, the report claims that these customers prize more deeper and meaningful
relationships and they value transparency, accountability and authenticity (Bemporad and
Baranowski, 2007). Besides, one study suggest that Gen Y consumers are having more positive
attitudes toward fashion brands when social responsibility projects are clearly communicated
(Hyllegard et all, 2011).
2.2. Objectives
The 5Ss of digital marketing is a simple and comprehensive starting point enables marketers to
set their goals by covering several measures (Chaffey, 2010). Therefore, in line with situation
analysis, Trevz`s objectives are identified and in particular goals for the online revenue
contribution are set using 5Ss as below;
Sell: Increase online sales by acquiring more customers.
- Increase Conversation Rate
- Increase Average Order Value
- Decrease shopping Cart Abandonment Rate
Serve: Increase customer satisfaction in order to create repeat purchase intention
- Reduce number of complaints
- Increase the percentage of people responding with a positive comment
- Achieve a high Net Promoter Score (NPS)
- E-mail open and conversion rate
- Achieve a high My Account Usage and My Account CTR
- Increase Social Media Reputation (SMR) Score
Sizzle: Expend their brand presence and eco- friendly brand awareness online among new
generation and increase site stickiness
- Achieve top position in Search Engine Results Page (SERPS)

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- Achieve a high Click through Rate (CTR)
- Increase traffic to social media pages
- Decrease the landing page bounce rate
Speak: Get closer to customers by increasing dialogue and participation
- Increase Social Media Engagement ( SME) Score / “ Talking About this Score ”
- Achieve a high number of feedbacks via Trevz website
- Increase e-mail subscriptions
- Increase the number of total contributors ( and % active contributors) and visits from high
score customers
Save: Save money by using pay for performance digital media channels
- Decrease the cost per acquisition
- Achieving a low cost per referrer visits
2.3. Strategies
2.3.1. Segmentation, Targeting, Positioning (STP)
Different kind of literatures claim that although most of consumers access the internet regularly,
users do not form one homogenous group as they have divergent purposes (Kau et al., 2003;
Mathwick, 2001; PewInternet and American Life Project, 2010) . Also, it has been stated that
behaves of online shoppers differ from traditional channel consumers (Chatterjee, 2010). For
this reason, Trevz need to segregate the customer base into segments by using their site
analytics so as to target each segment with specific online positioning. To achieve effective
positioning there are several segmentation strategies. For example, Trevz should segment their
customers in terms of their interests and preferences, so if customers interested in sunglasses
and watches are price sensitive, they can target this group with the related promotion offers.
Also, site history help Trevz identify their loyal buyers. For instance, by this way, they could
analyse if customers’ purchases are triggered due to a promotion, price reduction or customer
service and segment their repeat customers according to these rewards. Moreover, Trevz also
target their inactive customers, who have not returned since they bought a product from their

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sites long time ago, with the proper set of promotions and campaigns. Another important
strategy for segmenting online customers is analysing their browsing devices and identify where
they come from to their page as it enable them to lead users to relevant pages.
2.3.2. Tools
There are a number of different forms of online marketing such as display ads, video ads,
search engine ads, referrals, e- mail marketing. They provide greater opportunities for
interactivity- two-way communication between advertisers and customers. Nonetheless, Laudan
and Traver( 2012) claim that concerns about its costs versus its benefits and how to adequately
measure its results are main drawbacks of online advertising (Laudan and Traver, 2012).
Therefore, Trevz need to identify key traffic sources in fashion market and they should confirm
that they deliver their campaigns to their niche target consumers with the desired reach and
frequency.
According to E-commerce Fashion Report (2012);
- Search Engines ( paid and organic) account for major percentage of total traffic
- Direct traffic is relatively low when it compares to other online retail industries
- Social media and viral play a much bigger role in this industry than in retail average
- Email marketing still creates more traffic than social media
Many studies suggest that using social media for Corporate Social Responsibility (CSR)
campaigns creates a platform to effectively communicate their activities, increases the positive
responses of the consumers to the brand, and support the active engagement of consumers to
the brand (Jeong, 2012).
Also, affiliate marketing is a great way for start-up fashion brands to develop their brand
advocates and strength their brand awareness (Heathcote, 2013).
Taking into account all of these, Trevz should more focus on search engines, e-mail marketing,
social media and affiliate marketing.

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2.3.3.Integration
Relationship marketing is not only make customers think you are a good supplier, but also make
them value their relationship with you to the extent that they would not normally perceive any
other supplier by way of aligning the enterprise with the expectations of certain customers (
Gordon, 1998). With the advance of technology, relationship marketing also offers new
alternative and opportunities and it today involves much more than promise fulfilment with three
pillars: Customer Relationship Management (CRM), Customer Experience Management (CEM)
and Customer Collaboration Management (CCM) (Strauss and Frost, 2011). Trevz set their
objectives according to 5Ss in which Speak and Serve play vital role. Also, as we mentioned
before, Trevz`s customers are more likely to be attracted by building and maintaining strong
relationship. Therefore, it is important for Trevz to manage customer information, customer
experience and collaboration effectively in order to enhance the value of its relationship..
Glazer (2002) described CRM as ‘information-enabled relationship marketing (Glazer, 2002).
But then eCRM, which have features such as relational databases, data warehousing, data
mining and internet delivery channels, recreate old fashioned relationship and customize and
enhance personal relationship with customers (Chen and Chen, 2004). For this reason, Trevz
should improve its eCRM activities by collecting, storing and analysing data, communicating this
customer- centric strategy across the organization and focusing on maximizing customer value
in long- term. Also, CRM is based on trust and according to Five Forces analysis; concerns
about misuse of personal data are increasing in e-commerce sector. Therefore, Trevz should
make their customers believe that their data will be used responsibly.
Customer Experience Management (CEM) improves the customer experience with the process
of understanding consumer`s perceptions about and interactions with the brand (Schmitt, 2003).
Trevz’s e-commerce website, journey blog and Facebook and twitter social pages are the
interfaces where the company interacts with its customers. Therefore, Trevz should use
content marketing strategy on these interfaces by managing their social responsible value
proposition as the customer`s perceive. Also, they should map actual customer experiences
using web analytics in order to optimize key touch points. Besides, let customers be involved in
Trevz company decision making process and engage them in a collaborative conversation is a
key strategy to support their CRM strategies. Thus, Trevz should run its public and private

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online communities in order to listen to their customers much better than ever before and create
more collaborative experience. Moreover, these three pillars should be controlled by Trevz while
identify their e- marketing mix.
3. Recommendations
There are several various methods to prepare a digital marketing plan. For example, Pickton
and Broderick (2005) introduced RABOSTIC model stand for the eight stages; research and
analysis, audiences, budget, objectives, strategy, tactics, implementation, control (Pickton &
Broderick, 2005). On the other hand, The SOSTAC model is an on-going cycle having six
stages; in which the first three (Situation Analysis, Objectives, Strategy) are mostly general
analysis and the second three (Tactic, Action and Control) approaches to create plan more
specifically ensuring that all relevant factors are considered (Smith and Taylor, 2004). In my
opinion, The SOSTAC planning system is a widespread and simple model covering other
models` steps without excessive and expensive detail. Moreover, Trevz has a limited budget for
promotion for promoting its global organization online. They need to find the optimum spend that
would generate the most profit. SOSTAC Model`s last step (Control) is providing a detailed
performance monitoring and show how business track their progress and know when they
achieve their goals. Therefore, in this part the recommendations are given in this framework.
The half of the model including situation analysis, objectives and strategies has been covered.
In this section, tactic (how Trevz do implement their strategy), action (detailed plan for tactics)
and control stages will be discussed for further promotion of Trevz website.
3.1. Tactics and Actions
Number of scientific papers has been criticized traditional marketing mix paradigm (4Ps) that it
is incompatible with e- marketing, which has some unique characteristics. For example, Bhatt
and Emdad (2001) state that e-commerce marketing provides new options for customised
information that affects traditional product mix, while in terms of place mix, it removes time and
location restrictions. Also, the new marketing has more price transparency and allows marketers
to create more action- oriented, targeted and interactive promotions and compensate the lack of
personalization of traditional concept (Bhatt and Emdad, 2001). On the other side, Mosley-
Matchett (1997) argues that a successful web presence is based on a web site design with

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regard to Marketing Mix of 5W`s stand for Who: Target Audience, What: Content, When: Timing
and Updating, Where: Findability, Why: Unique Selling Proposition content, timing and
updating, findability (Mosley- Matchett, 1997) .Also, Chaffey et all ( 2000) suggests that internet
enable businesses to diverge their traditional marketing mix with six basic elements of effective
site design: capture, content, community, commerce, customer orientation, credibility.
Therefore, it can be said that two of the additional Ps “Psychical Evidence” and “Process” play a
critical role for e-marketing tactics ( Chaffey et all, 2000). Moreover, the 4S model stands for
Scope, Site, Synergy and System has been introduced due to lack of interactivity of the
traditional mix. Site refers to online experiences. System is about technological issues, while
synergy is about integration of the web site with organizational processes and creating networks
of partners who will assist the business activities (Constantinides, 2002). Therefore, it can be
said that the additional Ps; People, Process and Psychical Evidence play a critical role to
implement e- commerce strategies as they are particularly relevant to e-marketing concept.
Thus, the seven element of marketing mix adapted to e- marketing will be take into
consideration while giving recommendations for creating a conceptual basis for designing,
developing and commercialising Trevz`s B2C online projects.
3.1.1. Product and Psychical Evidence
First of all, Trevz need to enrich its core product range (i.e. sunglasses, watches, iPhone case,
t-shirt, shoes) since according to 5 Forces analysis, wide product range decreases buyer power.
For this reason, they should spend more budget on understand their customer needs and
wants. There are several ways they can gather information from their customers. They might
conduct customer survey by asking questions about their products via e- mail and their website.
They should also spend more time to create continuous user-generated content on Facebook
that will facilitate accumulation of knowledge about customers’ behaviours, preferences;
expectations and their reactions to new products. Also, Trevz should more focus on their twitter
page allows acquiring relevant knowledge from customers which they express their
expectations, likes and dislikes about its products. As a result, they should improve their
platforms to gather data from their customers and convert this data to information so as to
develop new more personalized products and improve current ones.

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Moreover, Trevz`s main web page is its actual product as they promote their core products
across the world by using that site. It can also be seen as a package of their products as they
present their brand via it. However, their web site has not an attractive design. Hence, we
should also consider physical evidence mix in order to improve Trevz customers` online
experience with a consistent design feel its customer’s comfortable. Also, they should improve
their content to make it more sharable and likable. Additionally, in current situation, Trevz does
not have extended products contribute quality and credibility perceptions.
Therefore, they should invest on offering additional benefit to their customers with forcing their
core brand values. High quality of content, ease of use, quick to download and updated
frequently are main element to encourage web users to return the website. In addition to these
elements Online Value Proposition (OVP) enables web-site to stand out from the crowd
(Chaffey and Smith, 2008).
In this case, Trevz need to improve their visual content and create more user- centred design
and usability. Unique Selling Proposition (USP) of Trevz is its Sustainable business model. They
should feature it by giving meaningful information that can make their customers think about the
impact of using Trevz` products on local communities and on environment. For example, they
can make the presentation of their model “A circle of Giving” more appealing with using video
or graphics. They might also show on the main page that thanks to using Trevz products, how
many people have found a job, how many South African children have been got help so far.
Moreover, they should improve their “Call to action” buttons making them hard to resist. They
need good designers optimize graphics for fast downloading. They also should enrich their
payment options making them suitable for new markets. They should include customers in their
conversation and feature customer reviews and comments for products. Trevzjourney blog is a
great platform to add value to their brand by creating interactive communication. For instance,
they might call their customers to upload their pictures of adventure that show the time they
walk with soul and share the history behind that picture. The best history can be rewarded by t-
shirt monthly. It could be good fun and well-targeted engagement strategy because of its good
fun and well-targeted.
They might also create some personalized small touches related to content. For example, after
transaction, the return message saying “You`ve helped to …., How do you feel?” appears on the
screen. Also, “My Account” section should be more personalized. The website has link to its

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blog, which should be used to create and manage a dynamic dialogue with customers. Within
content management system, they, additionally, consider SEO. For example, they might create
content relevant to the brand including key words such as quality, trendy, innovative. They also
need to analyse keyphrase relevant to content so as to understand different qualifiers that users
type in. “Sunglasses UK/USA/…”, “buy sunglasses” are some examples that should be
identified to make Trevz.com more visible. Lastly, they might use “cookies” and tests to
understand their customer’s journeys in order to improve the navigation make their site easier to
use.
3.1.2. Price
Trevz need to test their e-commerce pricing strategy and use different price packages for
different groups. In my opinion, although discount could be a great strategy for price sensitive
customers, Trevz should target their valuable customers who perceive value of its products
more than their true value so as to generate more profits. Therefore, they should consider
different options to create additional value for their products. For example, near price tag they
can emphasize on their warranty and feature that customers will be received a thank you note,
certificated from an institute known for sustainable development, with their package.
3.1.3. Place and Promotion
One of the brand`s weakness is its external links to Trevz pages (see Appendix 6). After enrich
their pages` contents, they should take some actions to boost their external link by choosing the
high authority links (i.e. www.internationalhand.org) relevant to content that will increase their
Search Engine Ranking. They should also use their social networks to generate interest in their
sites. Besides, Trevz might offer commission and incentives for other web site owners such as
popular eco- fashion blogs to promote their products since it would be an inexpensive and fast
way to grow their online business.
Search Engine is the biggest traffic source for fashion brands. Therefore, the company should
allocate more budgets for online paid advertising. Smith and Chaffey (2012) state that Pay Per
Click (PPC) is a very common method that has many advantages such as having good
accountability, being predictable, having high speed and providing good branding effect.
However, it is not cost- effective to compete for companies with a low budget and time
consuming in terms of manage it. Also, it could be irrelevant as many search users do not get

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attracted by sponsored listings (Smith and Chaffey, 2012). On the other hand, Google offers a
different tool allows advertisers to select the sites exactly the ones they wish to target. However,
this tool works on Cost per impression (CPM) that makes it less likely to generate traffic to the
page. Therefore, Trevz need to create properly designed Targeted CPM campaigns. They
should identify where the best third- party site is displayed on their ads and present their ads in
an attractive and consistent format that will have a high Click through Rate (CTR).
Moreover, social media is a very great tool for the brand to increase its general image and
visibility as well as communicate their social projects. They should increase the interactivity via
Trevz Facebook in order to make their customers more loyal, who are more willing to
recommend the brand. They might post constantly relying on a variety of content such as
quotes, videos, questions, fill- in- the blanks and photos. They also might use Facebook to get
the community to take part in their projects, and participate in the creation of the content. They
may call people to submit the ideas that contribute to their sustainable business model. They
might create a campaign that helps South African children when people like the page or share
the content. Meanwhile, they should maintain a constant communication on its Twitter account.
Trevz should use this platform to promote its latest products and offer some promotions and
rewards.
Another important promotion tool for the brand to attract both loyal and new customers is e-mail
marketing. They should keep their customers engaged with regular updates about their
business. Trevz need to make their subjects more appealing in order to increase open rates.
They also should make something cool and exiting to attract young generation so as to increase
click- through and forward-through rates. For example, after they redesign their blog and
website, their emails can look like the website delivering strong connection across channels.
These mails may also contain messages from friends, which show their adventure that they
walk with soul.
3.1.4. People and Process
People and process play a vital role for Trevz as it is a new brand wants to strength its
relationship with its customers and form its business in the line with demands. Thus, they should
infuse their employees into their sustainable business model and train them to gather
information at every opportunity. They should use social media as a customer service tool and

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answer all the complaints and questions. Besides, Trevz should use new technologies to
integrate their e-commerce data with its social CRM. For instance, they might adopt platforms
like Gateway and Alert for Facebook in order to segment their customers better and make more
relevant offers.
3.2. Control
Control step is important for Trevz as it enables them not only to focus on strategies producing
the higher outcomes, but also modify their tactics and actions which are not being successful to
achieve their objectives. For this reason, they should use the proper monitoring systems and
quarterly monitor their KPIs. For instance, after they redesign their websites, they must use their
web analytics tools to analyse their worst and best landing pages in terms of bounce rates and
focus on the points producing the high depth of visit. Moreover, after they implement their
search engine strategies, they should identify most successful keyword combinations. They
might also monitor the sources producing the lower associated cost per visits in order to
determine the most effective source of traffic. Furthermore, email reports may show them the
likelihood of an email being read by their customers and how effective the email`s content is that
help them to improve upselling capabilities of their new email marketing strategies. Finally, they
also might use competitor analysis tools like Keyword Spy in order to understand what their
customers doing and what works for them.
4. Conclusion
Trevz is a start-up company sale their eco- fashion products online. As shown in Figure 1,
SOSTAC model has been used to create a digital marketing plan for the company in order to
expand its business across the English- speaking companies within the limited budget.
According to 5 Forces Analysis, although competition in the online retailing industry is
increasing, market provides an opportunity for small companies enter the market with niche
products. Trevz`s sustainable business model is its USP and they want to use it for OVP. Their
KPIs have been identified under 5Ss objectives. Their initial objectives set as increasing
conversion rate by acquiring more customers and achieve a high engagement with their
customers. For this reason, they focus on STP, tools and integration strategies. In order to
achieve their objectives, they should use new options provided by digital marketing that affects
traditional mix. They should use e-CRM with the aim of increasing their product range and offer

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well- targeted promotions and services. Together with SEO, They might more focus on content
management and web-site design to get attention of their target group and support their online
value proposition. They should use social media so as to increase its brand awareness and
promote CSR projects. They may also create unique email and targeted CPM campaigns.
Lastly, Trevz should monitor their performance and competitors by analysing the success of
their tactics and actions. That would enable them make their business improve constantly.
Figure 1: SOSTAC Planning Model for Trevz.

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5. References
Allen, K., (2012) New to International Ecommerce? A Common Language Can Deliver Uncommon
Success [Online] Available at: http://blogs.pb.com/ecommerce/2012/05/25/new-to-international-
ecommerce-a-common-language-can-deliver-uncommon-success/ (Accessed: 9 June 2013)
Bhatt G. and Emdad, A.F. (2001), An analysis of the virtual chain in electronic commerce, Logistics
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6. Appendices
Appendix 1: Drivers of Buyer Power in the global retailer sector, 2011
Source: MarketLine Industry Report (2012)

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Appendix 2: Drivers of Supplier Power in the global retailer sector, 2011
Source: MarketLine Industry Report (2012)

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Appendix 3: Factors influencing the likelihood of New Entrants Drivers of New in the
global online retail sector, 2011
Source: MarketLine Industry Report (2012)

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Appendix 4: Factors influencing the threat of Substitutes in the global online retail
sector, 2011
Source: MarketLine Industry Report (2012)

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Appendix 5: Drivers of Degree of rivalry in in the global online retail sector, 2011
Source: MarketLine Industry Report (2012)

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Appendix 6- Trevz Home Page Link Analysis
6 external links and 70 internal links.
Source: Dig Site Value( http://digsitesvalue.com/s/trevz.com#alexa_graph)