Swot Playstation
Sony PlayStation Assignment
Table of content
1. Introduction 3
2. E-Marketing 3
3. Marketing Mix 4
4. Target market 5
5. Sony PlayStation 5
6. Homepage 6
a. Search Engine Optimisation (SEO) 6
7. E-Marketing Plan 7
a. SWOT Analysis 7
b. SOSTAC Model 9
8. Conclusion 9
References
1. Introduction
Nowadays the competitive market situation forces companies to promote their organisations with a suitable online presence in order to attract customers as well as to keep them. The strategy of an e-marketing plan has become a necessary part of the marketing mix. A well-structured and user-friendly online appearance reflects the identity of a successful company and its products. Thus, e-marketing has to be combined with the classic marketing tools in order to develop an effective marketing strategy.
The aim of this report is to compile an e-marketing plan for an existing company and to state and describe the core aspects of the company’s existing Internet marketing strategy as well as to analyse and evaluate the company’s current position and identify opportunities for improvement. By using Sony PlayStation as a relevant industrial example the implications of the analysis will be discussed, as well as the evaluation, planning for practitioners and marketing decision-makers.
2. E-Marketing
First of all, the term ‘e-marketing’ has to be defined in this context. The notation ‘electronic marketing’ “refers to the application of marketing principles and techniques via electronic media and more specifically the Internet” (Quirk.biz, 2006). There is lots of evidence that e-marketing is a very important field, if not even “at the heart of e-business” as and Smith (2008, p.13) claim. Although, it can be related differently to e-commerce and e-business, namely, overlapping, replacing or involving, its principal task is to provide direct access to the customer in order to obtain a better understanding of
Table of content
1. Introduction 3
2. E-Marketing 3
3. Marketing Mix 4
4. Target market 5
5. Sony PlayStation 5
6. Homepage 6
a. Search Engine Optimisation (SEO) 6
7. E-Marketing Plan 7
a. SWOT Analysis 7
b. SOSTAC Model 9
8. Conclusion 9
References
1. Introduction
Nowadays the competitive market situation forces companies to promote their organisations with a suitable online presence in order to attract customers as well as to keep them. The strategy of an e-marketing plan has become a necessary part of the marketing mix. A well-structured and user-friendly online appearance reflects the identity of a successful company and its products. Thus, e-marketing has to be combined with the classic marketing tools in order to develop an effective marketing strategy.
The aim of this report is to compile an e-marketing plan for an existing company and to state and describe the core aspects of the company’s existing Internet marketing strategy as well as to analyse and evaluate the company’s current position and identify opportunities for improvement. By using Sony PlayStation as a relevant industrial example the implications of the analysis will be discussed, as well as the evaluation, planning for practitioners and marketing decision-makers.
2. E-Marketing
First of all, the term ‘e-marketing’ has to be defined in this context. The notation ‘electronic marketing’ “refers to the application of marketing principles and techniques via electronic media and more specifically the Internet” (Quirk.biz, 2006). There is lots of evidence that e-marketing is a very important field, if not even “at the heart of e-business” as and Smith (2008, p.13) claim. Although, it can be related differently to e-commerce and e-business, namely, overlapping, replacing or involving, its principal task is to provide direct access to the customer in order to obtain a better understanding of
References: Bach, B. (2007) Implications of Enabling Technologies for Apple Inc.: Cybermarketing and enabling technologies. Googlebooks [Online]. Available at: http://books.google.co.uk/books?hl=en&lr=&id=yJbwFr1M4HUC&oi=fnd&pg=PA2&dq=emarketing+independence+of+location+&ots=j7bgNOf78a&sig=jQRagQ8cBrj0cpskyc2B2lM00M#v=onepage&q=independence%20of%20location&f=false (Accessed: 16 November 2011). Chaffey, D. & Smith, P.R. (2008) eMarketing eXcellence: Planning and optimising your digital marketing. 3rd edn. Oxford: Butterworth-Heinemann. Chapman, A. (2006) Businessballs [Online]. Available at: http://www.businessballs.com/pr_smiths_ sostac_planning_method.htm (Accessed: 16 November 2011). Evans, N., Campbell, D. & Stonehouse, G. (2003) Strategic Management for Travel and Tourism. EBLIB [Online]. Available at: http://derby.np.eblib.com/patron/FullRecord.aspx?userid=der.1b4f4100c789b71e&id=edb1ab38ce8806724506489ef768cc01&tstamp=1321538164&p=296746 (Accessed: 16 November 2011). Internet World Stats. (2011) Internet Usage Statistics. [Online]. Available at: http://www.internetworldstats.com/stats.htm (Accessed: 16 November 2011). PlayStation. (2011) PlayStation Presse. [Online]. Available at: http://www.playstation-presse.de (Accessed: 16 November 2011). Quirk.biz. (2006) quirk.biz. [Online]. Available at: http://www.quirk.biz/resources/88/What-is-eMarketing-and-how-is-it-better-than-traditional-marketing (Accessed: 16 November 2011).