E-Marketing: Principles, Strategies, and Challenges for Spark NZ

E-Marketing
Student Details

Table of Contents
Introduction................................................................................................................................2
Task 1.........................................................................................................................................3
Historical background:...........................................................................................................3
Principle of e-marketing strategies.........................................................................................3
Nature and scope of e-marketing strategies...........................................................................4
Challenges while conducting E-Marketing operations at National and International level...5
Task 2.........................................................................................................................................7
Internet macro environment analysis.....................................................................................7
Internet microenvironment analysis.......................................................................................8
E-Marketing mix strategies in context with traditional marketing........................................9
Task 3.......................................................................................................................................11
Relationship E-Marketing enhances brand loyalty and online reputation management......11
Lessons learned from the above investigation.....................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

Introduction
E-Marketing is the process of marketing about a service or product using the internet
as a medium. E-Marketing uses latest technologies, various server, and artificial intelligence
for promoting the growth of the business. Selected company for this assignment is "Spark
NZ". Spark New Zealand Limited is a telecommunications company which provides various
services to business houses like fixed line telephones, internet service protocol, ICT, mobile
services, etc. Headquarter of the company is situated in Auckland, New Zealand (SparkNZ,
2019). In this assignment, there will be discussion regarding the principles of e-marketing,
strategies, nature and scope of marketing. Apart from this, available opportunities and
challenges for the company will be discussed.

Task 1
Historical background:
The company started offering cellular network services in 1987 by using AMPS. In
1996, they adopt a creative marketing strategy (SparkNZ, 2019). The company started using
wireless mobile services which created a revolution in the era of mobile phones. By this
marketing strategy, their customer base increased to 0.5 million until the year 1998. Spark
telecommunications was counted as largest company after certifying its valuation on the New
Zealand Stock Exchange (SparkNZ, 2019). In the year 2007, it was ranked as 39th largest
telecommunication company by the OECD. In 2008, the company was separated into three
divisions under local loop unbundling that were telecom wholesale, telecom retail and chorus.
In the year 2014, the company changed its name to "Spark NZ" from "Maori Kora Aotearoa".
In 2015, the management of the company released a cloud-based customer service name as
Morepork on 12th August. Morepork protects the smartphone from home-based security
services, the customer only needs to purchase a monthly subscription for home monitoring.
On 7th December, Spark paid $50million NZD for purchasing South Island-based IT services
from Computer Concepts Ltd (SparkNZ, 2019). Offline marketing model includes television
promotion, pamphlets marketing, loyalty programs, etc. On the other hand, social media
promotion, using search engine optimization tools, newsletter advertising, email marketing,
etc. are counted in online promotion strategy of the customer.
Principle of e-marketing strategies
 Narrow e-market focus strategies:
Under this strategy, the company first tend to focus on a narrow market size whenever
they come up with new creative ideas in order to dominate that market. The company