Internet marketing- BBW

Topics: Buffalo wings Pages: 24 (4737 words) Published: May 31, 2014

 

1
 

1.Introduction
 
1.1
 What
 is
 Internet
 Marketing
 

 
Generally,
 Internet
 marketing,
 or
 online
 marketing,
 refers
 to
 
advertising
 and
 marketing
 efforts
 that
 use
 the
 Web
 and
 online
 
communication
 path
 to
 reach
 direct
 sales
 via
 electronic
 commerce.
 
Internet
 marketing
 and
 online
 advertising
 efforts
 are
 typically
 used
 
in
 conjunction
 with
 traditional
 types
 of
 advertising
 like
 radio,
 
television,
 newspapers
 and
 magazines.
 

 
And
 nowadays,
 more
 and
 more
 of
 the
 web
 marketing
 strategies
 are
 
prefer
 to
 choose
 for
 some
 welcomed
 online
 platforms
 for
 their
 sales
 
action,
 not
 only
 just
 advertising
 on
 forum,
 social
 network
 page
 and
 
search
 engines
 but
 also
 take
 actual
 sales
 services
 on
 their
 own
 page,
 
namely,
 online
 order
 services
 and
 web
 sales.
 

 
In
 addition,
 Online
 marketing
 are
 related
 with
 certain
 kinds
 of
 
specific
 selling
 technologies
 in
 Design,
 Development,
 Advertising
 and
 
Sales
 management
 aspects.
 

 

 
For
 instance:
 
Search
 Engine
 Marketing
 
Display
 Advertising
 
e-­‐mail
 &
 Forum
 Advertising
 
Membership
 Marketing
 
Interactive
 Advertising
 
Viral
 marketing
 
Blog
 and
 Video
 Advertising
 
 
Reputation
 Marketing
 …….and
 more
 
 

 

 
In
 fact,
 Online
 Marketing
 is
 now
 welcomed
 and
 popular
 in
 B2B
 &
 B2C
 
marketing
 environment
 because
 of
 its
 unique
 feature
 in
 high
 
efficiency
 but
 low
 operating
 cost.
 

 

 

 

 

 

 

 


 

2
 

1.2
 Company
 Background
 
Buffalo
 Wild
 Wings
 (BWW)
 is
 a
 casual
 dining
 restaurant,
 founded
 by
 
Jim
 Disbrow
 and
 Scott
 Lowery
 in
 1982.
 It
 was
 originally
 called
 
Buffalo
 Wild
 Wings
 &
 Weck.
 It
 also
 has
 another
 nickname
 ‘B-­‐Dubs’.
 
Currently,
 BWW
 is
 operating
 891
 restaurants
 in
 United
 States
 and
 
Canada,
 of
 which
 381
 were
 company-­‐owned
 and
 510
 were
 
franchised.
 BWW
 has
 gone
 public
 since
 2003,
 and
 by
 2012
 has
 a
 
market
 capitalization
 of
 US$1.2
 Billion.
 
The
 mission
 of
 BWW
 is
 to
 make
 their
 fans
 happy
 by
 three
 things
 -­‐
 
wings,
 beer
 and
 sport,
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