E-Business and Internet Marketing Analysis

This assignment is a comprehensive review of e-business research in information systems, focusing on the key elements that contribute to its success. It examines the role of production information integration in the supply chain, competency factors affecting e-business success, and the impact of technology on innovation and firm performance. Additionally, it discusses the importance of trust considerations in online purchasing, as well as the barriers to e-commerce in developing countries. The document also provides insights into responsive supply chains and web 2.0 marketing issues.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Role of internet marketing....................................................................................................1
P2. Use of internet marketing......................................................................................................3
TASK 2............................................................................................................................................3
P3. Internet Marketing benefits to customers.............................................................................3
TASK 3............................................................................................................................................4
P4. Benefits and opportunities to the business of using internet marketing within the
marketing mix.............................................................................................................................4
P5 Efficiencies, effectiveness and successfulness by internet marketing...................................6
P6. Challenges of globalisation...................................................................................................7
TASK 4............................................................................................................................................8
D1. Effectiveness of internet marketing in meeting customer needs..........................................8
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9

INTRODUCTION
“How can you squander even one more day not taking advantage of the greatest shifts of
our generation? How dare you settle for less when the world has made it so easy for you to be
remarkable?” hence this statement justifies importance of using up to date technology. As we
know this a time of time utilising all resources available in market. Even in marketing process
there are resources by using which a company market its product. Internet is one of the most
popular among all nowadays. This report also justifies its importance that to make an ease for
marketing its product adoption of internet is essential. Reaching n numbers of customers in a
single go by including internet has also bee illustrated in this assignment.
TASK 1
P1. Role of internet marketing
Internet Marketing integration with the 4 P’s and the 7 P’s:
 Product
With internet marketing you sell your product in a different way. Nowadays is Easy Jet able to
create an attractive page for each product, add information and videos/photos. Easy jet wants to
sell their products without a sales man when they offer products online. So the information must
be very clear and complete.
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 Price
When Easy Jet offers products on their website they can use the same pricing strategies as if they
offer their flights in the shop. I think that this part of the marketing mix will not have much
influence upon internet marketing.
 Place
The place where the products are offered to the customer normally in shops, with Internet
Marketing you only need a webpage, all potential customers can entry this site (Bélanger, 2011).
This means that people have the possibility to buy a flight at their own home; they do not need a
shop or intermediary.
 Promotion
Promotion will differ a little bit through internet marketing. Because with a lot of shops you will
make promotion by means of nice flyers and offers. For people who buy their flight online, they
need to be attracted via other methods. For example, Easy jet can put a banner on a website.
 People
This part of the marketing mix will definitely affect the internet marketing. When a customer is
looking for a flight on the webpage of Easy jet, they only can see the information that is
available. They cannot ask questions personally. The intermediaries cannot influence the
customer with special offers and stories. The customers choose a flight or holiday on their own.
That is why the information on the website is so important.
 Processes
The processes that need to be run through can be much quicker by means of internet marketing.
Those processes need to be integrated in the webpage, so the customer can fill the forms in by
themselves.
 Physical evidence
Physical evidence is a hard problem when businesses use internet marketing. Because internet is
digital and not physical. Lot of customers like to feel or see a product before they decide to buy.
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P2. Use of internet marketing
Before a product is made and on the place where the customers can buy it, the raw
materials have already made a (long) way. It started at the original source, and then it goes to
manufacturers, then to a distribution centre and from there to a shop. So Easy Jet needs a lot of
intermediaries in this whole process (Bryman, 2015). But with the coming of Internet Marketing,
the intermediaries are not needful, because many products can be transported to the customer’s
home. That is what is meant by ‘disintermediation’.
Through the coming of Internet marketing, ‘marketing’ became a broader understanding.
Not only the traditional marketing communications are nowadays used, Internet helps businesses
to reach wider markets. Also the promotions became wider. When the promotion include the
right ‘keywords’, Google or Yahoo will help to set the site high in the upcoming list. Also email
promotion is used by businesses; off course ‘permission based’ is the best way to use this
method.
TASK 2
P3. Internet Marketing benefits to customers
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Benefits to customers: opportunities to compare and select providers, increased
bargaining power, availability of more comprehensive and up-to-date product information,
opportunities for lower costs via ‘dynamic pricing’ eg internet auctions, greater supply
convenience through availability of responsive transaction facilities eg airline ticketing,
immediate online sales and customer service without travel or unsatisfying sales experiences,
availability of digital complaints services, opportunities to pool customer experiences
collectively via chat rooms i.e. consumer-to-consumer (c2c), better prices with ‘middle man’
removed, no sales pressure, easier to cancel as no person-to-person issues, more leisure time,
flexibility.
The internet marketing helps Easy Jet to give better services. They can use the FAQ
forms and can see how they can contact the business (Saunders, 2011). If customers have a
complaint they also can send an e-mail by special forms, which is handy to Easy Jet because than
they can category those complaints. When the customers send an e-mail some businesses send an
e-mail directly back they will answer the complain in 48 hours. The customer knows than where
he/she is up to. Some businesses are also offering chats to customers they can ask their questions
to each other but also can talk about the products the business is delivering.
TASK 3
P4. Benefits and opportunities to the business of using internet marketing within the marketing
mix
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The marketing mixes are Product, Price, Promotion, Place, People, Process and Physical
evidence.
Benefits & Opportunities.
Product
Easy Jet have personalised products for their customers as they have separate links for each of
their products they sell. From this customers would not need to scroll through products which are
in their interests. This will help them to increase their sales and profits this will ultimately lead
to the business increasing by size and scale which shall meet the businesses aims and objectives
of becoming a globalised business.
Place
In addition to this if you just type in flights the first link will be Easy Jet in addition to this you
can find Easy Jet on Facebook and Twitter this allows them to reach a global audience and
enhance their business by scale (McCole, 2010). The opportunity from this is that they can have
a slighter edge than their competitors for example if you type in flights first link would be Easy
Jet this will result in the customer clicking on the site this will lead to more customer awareness
and will further increase the businesses profits and sales in addition to the business increasing by
size and by scale.
Price
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Easy Jet differentiate their prices by placing a tool bar where customers can select their price
range such as higher to lower or lower to higher. One of the key opportunities for Easy Jet from
this is that the customer shall be retained this is due to Easy Jet not targeting a certain household
income for example both high and low income households can purchase from Easy Jet.
Promotion
Easy Jet are currently working in partnership with Tourist catchers using banner ads. In addition
to this the organisation also promotes through its own website using a few features. One being a
static rolling image presentation at the top of the website, various images is used for promotion;
one is even used to promote their Facebook page. The opportunity for Easy Jet from promoting
online is that their costs shall go low this will result in the profits for the business increasing due
to less costs.
People
Easy Jet provide details such as their phone number and email if in any case a customer wanted
to know more information regarding a certain product (Flavián, 2014). This allows the customer
to receive the best customer service which will result in the customer becoming loyal to the
company. The opportunity from this is that the customer would become a frequent customer this
will result in Easy Jet increasing their customer retention.
Process
The opportunity for Easy Jet having a fast process of purchasing shall lead to the business
increasing its sales this is because customers would like to purchase their products on a website
which is fast, easy to navigate and one which the customer would want to come back on this
shall lead to Easy Jet increasing their sales and profits.
Physical Evidence
The opportunity that Easy Jet shall have from this is that the customer would be retained within
the business this is because Easy Jet have personalised the website for their needs for example
customers would please with the fact that they can get more deals, offers and news about new
products before the general public this would increase the businesses chance of becoming
globalised business and increase their profits and sales.
P5 Efficiencies, effectiveness and successfulness by internet marketing
 Supply chain efficiencies and effectiveness:
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A business will always be both a buyer and a seller, buying products from other
businesses, buying product from others and selling to others or private consumers. For business
working with supply chain creates smother faster ways of dealing with the firms they regularly
buy from. Many people across Easy Jet are engaged in supply-chain activates, this involves
delivering services to consumers, negotiating with suppliers, trade partners, tracking orders and
any other tasks. The internet offers to Easy Jet gives a chance to manage supply chain, speed up
supply and integrate businesses along the chain.
 Opportunities to successfulness:
Businesses that adopt internet marketing strategy do so because they can see the
opportunities either to improve sales with in the marketers they already serve or to enter
complete new markets. As internet penetration increases and more business uses online strategy
the web will become the accepted method for marketers (Kshetri, 2015). Easy Jet must
constantly monitor their competitors so that they can follow the strategy and objectives that will
enable it to be successful. In an increasingly global business competitors come from anywhere.
P6. Challenges of globalisation Costs: Costs of setting up a website can be quite expensive, as you have to consider
things such as, the domain name, protection of the website, people looking after the
website, designing the website, hosting and staff to look after the consumer’s requests
and query’s. Security: An online business makes their profit through online sales, and therefore needs
to make sure that people feel secure and safe doing so. They can do this by making sure
their website has regular virus checks and some sort of software to stop it from being
hacked. Culture: When a business is starting up a website in a different country, they will have to
take into consideration the country and their views on things.
 Customer relationship management: One challenge of CRM is usability a business with
poor usability will find that customers struggle to navigate their way around and use the
website. Most customers will not be patient enough to work out how to use the website.
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TASK 4
D1. Effectiveness of internet marketing in meeting customer needs
Internet Marketing enables Easy Jet to meet the needs and wants of their customers more
effectively as customers are able to access the site and Easy Jet online website 24/7 which is
efficient and meets the needs and wants of a customers (Cristobal, 2014). Internment marketing
also enables Easy Jet to identify their markets and allows Easy Jet to do product research as well
in order to attract their potential customers and meet their wants and needs via the online
business as they have blogs on their website which allows customers to write their reviews and
suggestions as well as disadvantages, and therefore there are many disadvantages to internet
marketing such as regularly updating their website to attract customers as well as the difficulty
that many customers may not have access to the web or may not know the procedures of using it.
CONCLUSION
Importance of internet marketing has been concluded in this project. How it helps to
satisfy the needs of customers as well as achievement of goals and objectives of business have
also been justified in above report. Easy Jet is leading in its operations by using easy jet in its
operations has also been a result of this research.
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REFERENCE
Books and Journals
Bélanger, F. and Crossler, R.E., 2011. Privacy in the digital age: a review of information privacy
research in information systems. MIS quarterly. 35(4). pp.1017-1042.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press. USA.
Cheng, T.E., Lai, L.C.F. and Yeung, A.C., 2011. The driving forces of customer loyalty: a study
of internet service providers in Hong Kong. International journal of e-business
research. 4(4). p.26.
Constantinides, E. and Fountain, S.J., 2012. Web 2.0: Conceptual foundations and marketing
issues. Journal of direct, data and digital marketing practice. 9(3). pp.231-244.
Cristobal, E., Flavián, C. and Guinalíu, M., 2014. Perceived e-service quality (PeSQ)
Measurement validation and effects on consumer satisfaction and web site loyalty.
Managing service quality: An international journal. 17(3). pp.317-340.
Devaraj, S., Krajewski, L. and Wei, J.C., 2012. Impact of eBusiness technologies on operational
performance: the role of production information integration in the supply chain. Journal
of Operations Management. 25(6). pp.1199-1216.
Eikebrokk, T.R. and Olsen, D.H., 2013. An empirical investigation of competency factors
affecting e-business success in European SMEs.Information & Management. 44(4).
pp.364-383.
Gunasekaran, A., Lai, K.H. and Cheng, T.E., 2016. Responsive supply chain: a competitive
strategy in a networked economy.Omega. 36(4). pp.549-564.
Koellinger, P., 2014. The relationship between technology, innovation, and firm performance—
Empirical evidence from e-business in Europe. Research policy. 37(8), pp.1317-1328.
Kshetri, N., 2015. Barriers to e-commerce and competitive business models in developing
countries: A case study. Electronic commerce research and applications. 6(4). pp.443-
452.
Lin, H.F. and Lin, S.M., 2010. Determinants of e-business diffusion: A test of the technology
diffusion perspective. Technovation. 28(3), pp.135-145.
McCole, P., Ramsey, E. and Williams, J., 2010. Trust considerations on attitudes towards online
purchasing: The moderating effect of privacy and security concerns. Journal of Business
Research. 63(9). pp.1018-1024.
Qualman, E., 2010. Socialnomics: How social media transforms the way we live and do
business. John Wiley & Sons.
Saunders, M.N., 2011. Research methods for business students. 5/e. Pearson Education India.
Online
4 Key Elements Of A Successful Internet Marketing Plan. 2015. [Online.] Available Through
<http://www.bluleadz.com/blog/bid/81754/4-key-elements-of-a-successful-internet-
marketing-plan> [Accessed on 28 December 2016.]
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