Internet Marketing for BP Global

This assignment analyzes the use of internet marketing by organizations like BP Global. It emphasizes the importance of market segmentation to target specific customer groups based on their needs and interests. The study also highlights the significance of a well-defined business model for effective strategy design and customer targeting. Various aspects of a business model are discussed, including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team.

E commerce and
Marketing
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
2

INTRODUCTION
E-commerce is considered as technique that allows business to improve their opportunities in
appropriate manner by using diverse digital tools. In addition to this, e-commerce encompasses all
activities that a firm performs for selling and buying products and services using computers and
communications technologies (Nanji, 2013). Market segmentation is considered as process in which
organisation focuses on classification of market as per interest of different groups. In present report
the key aspects of e-commerce will be evaluated in appropriate manner. Along with this, the
significance of e-commerce in operations of oil and gas sector will also be analysed. Furthermore, the
learning will provide information about factors that need to be consider in internet market
segmentation.
FINDINGS
As per the view of Danaher and Rossiter (2011), internet marketing segmentation is
considered as one of most significant aspect for BP Global. It is referred as classification of potential
customers by using internet tools and considering common characteristics or needs of diverse groups.
It has been noticed that the company can have use of internet marketing segmentation tools by
having segmentation on basis of traditional methods (Danaher and Rossiter, 2011). Classification of
traditional internet segmentation can be as geographic, demographic, psycho-graphic and
behavioural. It means the organisation can have better internet market base on the basis of gender,
price, interest, location, income, etc.
Barrett (2015). has stated that the management of BP Global need to design parameters that
can assist in internet market segmentation. It is significant for management to have better link with
traditional segmentation methods so that key principles can be maintained in appropriate manner. In
addition to this, company can target customers according to diverse needs. For example, the BP
Global can target students who are using internet as key aspect in gaining knowledge about diverse
factors (Barrett, 2015). Adults that uses internet to communicate with others can also be targeted by
the organisation. Business firm can also focus on mass internet marketing to have effective targeting
so that goals and objectives can be accomplished in desired form. Each segment must be defined as
per their behaviour on online platform so by considering it the management can easily target
potential customers in desired form (Bandyopadhyay, 2011). One of key challenge for business
entity is that each segment has diverse needs so management must ensure that the distinguish among
3

segments is referred effectively. It is also significant for businesses to have better classification of
needs and design appropriate strategies to meet the expectations of the target segments.
Assis (2014) has contended that demographic segmentation can be done by having improved
focus on gender, age, income, occupation, education, etc. It means BP Global can target customers
by considering demographic factors. Behavioural segmentation is also one of critical aspect that can
boost the opportunities for organisation. In this, company can concentrate on occasions and loyalty.
Customers who are loyal purchaser can be segmented under behavioural segmentation (Assis, 2014).
As per current market conditions the demographic segmentation is most appropriate for organisation.
This is because it allows management to target wide range of customers and lead business to
impressive level of success. By having effective classification of age and income the company can
easily target its customers. However, the young people are also more attracted towards use of internet
so age is also critical factor that need to be consider by organisation to have sustainable development
(Jones, 2008).
Dholakia (2012) has asserted that there are key elements of business model that can be used
by BP Global to have effective consideration of promotional strategy. Classification of models can be
as value proposition, revenue model, market opportunity, competitive environment, competitive
advantage, market strategy, organisational development and management team. It is significant for
organisation to ensure that services offered in the market is offering better values to customers so that
goals and objectives can be accomplished (Dholakia, 2012). In other words, the benefits to
customers must be provided so that they can feel motivated to purchase the product and services. In
this, the BP Global need to ensure that they are creating values to the customers because it also assist
in building better image in the market. Company can also have better value proposition by having
focus on transactions management so that product delivery system can be managed in appropriate
manner (Christopher and Asha, 2007).
Charlesworth (2011) has stated that the revenue model also need to be referred by
management of BP Global. It will assist entity to make sure about activities that can generate money
and revenue. It is also necessary for organisation to make sure that the operational activities must be
designed in such manner that the revenue can be generated effectively (Charlesworth, 2011). By
having improved focus on revenue model the sales can also be improved which is beneficial to attain
sustainable development. Market opportunity also need to be analysed so that overall business
growth can be measured. As per the view of Bailey (2011), the company can easily recognize future
of business by having effective evaluation of opportunities available in the market. Competitive
4

environment also need to be analysed so that business firm can have better success. By evaluating
working of competitors company can easily design competitive strategies so that goals and objectives
can be accomplished. Key factors that can help in gaining competitive advantage also need to be
consider in appropriate manner (Bailey, 2011). Activities to cut down cost of operation need to be
designed because it helps in gaining competitive advantage. It is significant for business entity to
have attract more customers by targeting their key interest values (Nanji, 2013). Along with this, the
market strategy is all about promotion of products and services so that better opportunities can be
attained. It is essential for management of BP Global to ensure that the products promoted are
offering values to customer. Client need and requirement need to be consider by the management.
According to Danaher and Rossiter (2011), the collective working is also one of critical
aspect that may lead business to impressive level of success. It has been noticed that the team
members must have significant information about the business and its operations. It will assist in
accomplishing key goals and objectives (Danaher and Rossiter, 2011). Team must have better
designing of operational activities so that issues can be resolved. It is beneficial to attract more and
more customers towards business.
CONCLUSION
As per above study, it can be concluded that nowadays internet is being used by the
organisations to attain better opportunities in the market. BP Global can have better success by
focusing on internet market segmentation. With an assistance of this, the customers can be classified
in different groups as per their needs or interest. It has also been noticed that it is significant for every
business firm to have improved focus on business model. It will assist in effective designing of
strategies so that customers can be targeted in appropriate manner. Along with this, classification of
models can be as value proposition, revenue model, market opportunity, competitive environment,
competitive advantage, market strategy, organisational development and management team.
5

REFERENCES
Books and Journals
Assis, B., 2014. Library marketing: moving between traditional and digital strategies. New
Library World. 115(7/8). pp.12-14.
Bailey, M., 2011. Internet Marketing: An Hour a Day. John Wiley & Sons.
Bandyopadhyay, S., 2011. Competitive Strategies for Internet Marketers in Emerging Markets.
Competitiveness Review: An International Business Journal. 11(2). pp.16 – 24.
Barrett, J. D., 2015. Strong communication skills a must for today’s leaders. Handbook of
Business Strategy. 7(1). pp.385 – 390.
Charlesworth,A.,2011. Internet Marketing: a practical approach. Routledge.
Christopher D. and Asha, G., 2007. Internet Marketing Secrets. Lulu.com.
Danaher, J. P. and Rossiter, R. J., 2011. Comparing perceptions of marketing communication
channels. European Journal of Marketing. 45(1/2). pp.6 – 42.
Dholakia, N., 2012. Global E-commerce and Online Marketing: Watching the Evolution.
Greenwood Publishing Group.
Jones, K.,2008. Business-to-business Internet Marketing: Seven Proven Strategies for
Increasing Profits through Internet Direct Marketing. Maximum Press.
Online
Marketing chart staff, 2014. Top 10 Multi-Platform Shopping and Classifieds Websites. [Online].
Available through < http://www.marketingcharts.com/updates/top-10-multi-platform-
shopping-and-classifieds-websites-august-2014-45578/ >. [Access on: 22 July 2016].
Nanji, A., 2013. Online Shopping Trends 2013: Most Popular Categories, Top Purchase
Drivers. [Online]. Available Through: <
http://www.marketingprofs.com/charts/2013/12195/online-shopping-trends-most-popular-
categories-top-purchase-drivers >. [Access on: 22 July 2016].
6