Primus Securities is a small full service brokerage firm. It currently has a website with limited features such as a frequently asked questions (FAQ) section which was implemented to reduce the time staff members spent answering questions. The website also has general company information and financial new which can be accessed using a search feature. The website currently ranks 60th out of 600 brokerage websites. The goal is to increase website traffic and offer more robust online trading features that will increase current customer activity, improve industry rankings and attract new customers.
¡§An e-business strategy requires selecting technology opportunities and initiatives that are aligned with the business strategy, whether the focus is operational efficiency, customer excellence or product innovation¡¨ (Raumer, 2001). This paper will explore various operational, technology, marketing research and marketing strategy decisions that could be implemented to assist Primus Securities in meeting their goals.
Simulation ¡V Marketing, Marketing Research, Technology and Operational Decisions
Primus Securities marketing strategy was to add various critical and non-critical information to the website to gain new customers and retain existing customers. The stock ticker was considered to give customers up to the minute information on what the stock market is doing at any given time. Other features such industry news; company financial data and analysts ratings, recommendations and a portfolio tracker were also marketing considerations.
Marketing research showed the majority of other brokerage website offered fee discounts to increase online trading. In addition, they also offered streaming real-time stock quotes on their members wireless devices for impromptu decision making. These options were considered by Primus Securities along with the option of having a discussion board where me members could see a list of topics being discussed and... [continues]
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