Evaluation of an Online Shopping Service for Groceries
Marketing Management - Submission of evaluation
Evaluation of an Online Shopping Service for Groceries
Author: Ersin Tosun
Study course MBA – Master of Business Administration Submitted on: 2011-09-24
1 Introduction
Table of Contents
1 Introduction..................................................................................2 2 Electronic Business Process for Retailers...............................3
2.1 E-Shop via Internet Platform.....................................................................3 2.2 Analysis of Target Group...........................................................................3
3 E-Shop Service for Supermarkets.............................................4 4 Risks of the Market Launch........................................................6 5 Conclusion...................................................................................6 6 Literature......................................................................................7
1 Introduction
Marketing Management and Distribution via Internet platform directly to the customer (B2C) is rapidly gaining importance, because consumer show an increasing demand of individual contact. According to Keller [Keller_2006, p. 12f] online business has already become a professional distribution channel to be reckoned with. Therefore marketing activities via e-mail newsletters and social media have to be combined with traditional online and offline advertisements. By fulfilling the demands and wishes of the customer, marketing aims to establish long-term relationships with customers and deliver value to him. For this essay it was difficult to find literature about the field of groceries, therefore I relate to the Belgian Supermarket chain called “Delhaize” [Delhaize_2011], who offer a service of taking online orders from their customers to be picked up later. Using marketing instruments I will analyse the electronic business process and evaluate the advantages and
Evaluation of an Online Shopping Service for Groceries
Author: Ersin Tosun
Study course MBA – Master of Business Administration Submitted on: 2011-09-24
1 Introduction
Table of Contents
1 Introduction..................................................................................2 2 Electronic Business Process for Retailers...............................3
2.1 E-Shop via Internet Platform.....................................................................3 2.2 Analysis of Target Group...........................................................................3
3 E-Shop Service for Supermarkets.............................................4 4 Risks of the Market Launch........................................................6 5 Conclusion...................................................................................6 6 Literature......................................................................................7
1 Introduction
Marketing Management and Distribution via Internet platform directly to the customer (B2C) is rapidly gaining importance, because consumer show an increasing demand of individual contact. According to Keller [Keller_2006, p. 12f] online business has already become a professional distribution channel to be reckoned with. Therefore marketing activities via e-mail newsletters and social media have to be combined with traditional online and offline advertisements. By fulfilling the demands and wishes of the customer, marketing aims to establish long-term relationships with customers and deliver value to him. For this essay it was difficult to find literature about the field of groceries, therefore I relate to the Belgian Supermarket chain called “Delhaize” [Delhaize_2011], who offer a service of taking online orders from their customers to be picked up later. Using marketing instruments I will analyse the electronic business process and evaluate the advantages and