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Strategic Marketing

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Seminar in Strategic Marketing
Professor Alessandro Signorini

INDIVIDUAL ASSIGNMENT

ISM - 2012
1) Industry analysis

E-Commerce, and to a greater extent the e-Business involves many process : from navigation to the order, from the management of the order to the sending of the product, customer service to the treatment of customer reviews all these steps are crucial for an e-Commerce company.

For a client accesses a site selling online it must first be found: The referencing is so important that it even became the new sinews of war on the internet. Once on site, the client will both find the site enjoyable and functional if not found what he's looking in a few clicks, the customer will go elsewhere. With new technologies, the customer always knows where his command is: Step Logistics is one of the most decisive in the opinion of the customer... All these steps perfectly summarize the philosophy of e-commerce solution: taking into account all process of an order in order to boost sales.

a. Definition of the industry

The equipment of the house is a large market where there are furniture, appliances, decorative objects, lighting, as well as articles from the world of TABLE ARTS, linens, textiles furnishings... 42.5% of the French attach great importance to their homes, far ahead of the holidays (34.5%), clothing and cosmetics (16.9%). Overall, households believe that their spending on their home equipment (excluding rents and loan repayments) are the second largest expense, behind those related to food. Certainly, the crisis has slowed the purchase volumes, and in some sectors of the equipment of the house, it caused many record declines, but the equipment housing still remain prominently in the heart of the French as in fact, most times are tough and more the French back on the house ...

b. Market trends in the last years

Furniture, decor, appliances ... The online sales of home equipment would show Olympic form. A survey by...