Exploring the Role of Online Marketing in the UK's Business Landscape

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STRUCTURE OF BUSINESS
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Introduction
Online marketing is gaining its importance as it improves online visibility of customers and it
boosts each enterprise’s sales, credibility and overall success rate. Internet guides modern
businessman to improve their communication with all their potential customers and it
enhances their business transparency in front of all their stakeholders.
In the study, PESTLE analysis based on importance of online marketing will be highlighted.
Legal framework based on strength and weakness of online business will be included in the
study in order to provide a vivid idea about importance of online business. Different business
sectors and importance in UK’s economy will be explained in the study to determine
importance of each sector. The report’s main aim is to develop detail idea about importance
of online marketing strategy so that businessmen can establish their goal and objectives as per
customers’ perception.
Question 1: Pestle analysis impact on online business decision making
2.1 Political
It has been found that political condition of UK after Brexit is poor due to which 19%
taxation rate has been increased. However, by 2020, taxation rate of UK will be reduced and
it will become 17% in order to increase performance level of modern organisation
(Tradingeconomics.com, 2019). In e-Bay, UK government has provided them governmental
support for their e-commerce application so that they can expand their online business in
competitive market. In case of new business strategy in UK, government provides huge tax
exemption to company and provides them free legal suggestion about their business in order
to decrease the chance of governmental penalties (eBay, 2019). Governmental support for IT
infrastructure can allow new business to execute their business in UK without any hindrance.
Company’s strategic policies will be created by following all rules and regulation of
government in order to decrease the chance of antitrust policies threat (Searcy, 2016).
2.2 Economic
According to the World Bank report, UK is fifth largest economic country in the international
market. It has been found that GDP rate of the country will be increase from 1.48% to 1.93%
within the year 2022 (Tradingeconomics.com, 2019). Therefore, this GDP rate will guide
new businessmen to establish their business successfully in recent UK’s competitive market.
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Rapid development and growth in the economic sector of the different countries have opened
business opportunities for e-commerce sites such as eBay (eBay, 2019). Nowadays, online
purchase in UK community brings huge opportunity for new business strategy and therefore,
it brings economic stability in developed country such as UK. Online marketing strategy
reduces economic barriers as it reduces promotional cost, customers can easily understand
new business strategy and they can easily compare their performance with other company
within short time (Searcy, 2016).
Figure 1: GDP rate of UK in different years
(Source: Tradingeconomics.com, 2019)
2.3 Social
Young generation of UK are much more educated and they prefer online marketing strategy
due to their speedy lifestyle. Henceforth, e-Bay prepares corporate marketing strategy based
on digital platform in order to improve their e-commerce platform opportunities’ (eBay,
2019).
2.4 Technology
2.5 Legal
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Reference list
eBay, 2019. Electronics, Cars, Fashion, Collectibles, Coupons and More | eBay. [online]
Available at: https://in.ebay.com/ [Accessed 7 May 2019].
Searcy, C., 2016. Measuring enterprise sustainability. Business Strategy and the
Environment, 25(2), pp.120-133.
Tradingeconomics.com. 2019. United Kingdom GDP | 2019 | Data | Chart | Calendar |
Forecast | News . [online] Available at: https://tradingeconomics.com/united-kingdom/gdp
[Accessed 7 May 2019].
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