Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace
Prepared for [SEARS]
By: [Maria Quinonez]
Date: [October 29, 2014]
Table of Contents
Starting an e-business in the Electronic Global Marketplace: Completing an Integrated e-Marketing Plan 1
Executive Summary 3
Selection of the e-Business for the Project 4
Environmental Analysis of the Marketplace 6
Targeted Market Segmentation 8
Consideration of Placement Decisions 10
Consideration of Product Decisions 13
Considerations of Pricing Decisions 16
Analysis of Innovative Promotional Communication Tools 18
Section III: Market Segments Targeted- Who are we trying to make our prosper customers? This third section includes who is being targeted through this practice. It defines in detail major KPI’s, and the bases that will be used for segmentation. This includes demographics and psychographics.
Section V: E-placement Decisions, and Supply Chain Management- Where do we get our supply and how do we establish who is responsible for distribution and management. This section includes in depth details of length, width, channel conflicts, and who is part of the channel. It also includes logistics of products delivery. It includes a in depth of the market mix. For example the brands, and products offered by the company.
Section VI: E-Pricing Decisions- As we all know price is everything. This section includes suggestions on how to price the products of sears through online sales. It explains different methods on how to establish a fair price for each product. It explains different coupon/sale options that can be used in special seasons/occasions. This also includes promotional tools. Innovative and old school tools for advertisement
Section VII: Evaluation, and Monitoring-How to determine if the plan will work? This section includes methods on how to measure the progress of the plan. It provides a description on different tools and practices.
Appendices, Conclusions, Recommendations, and References- This last section includes visuals conclusions recommendations and references. It ties the results of this analysis.
Selection of the e-Business for the Project
Every year there are many underperforming brands, and companies. Where do they go wrong who knows. The question is what they can do to survive. In this case I chose Sears to conduct a thorough analysis. I believe they could benefit from an e-marketing plan.
Sears was once the leader retailer in America It is still the 4th largest retailer today. They started back in 1800’s as a catalog market targeting primarily farmers (Ries, 2008). In 1925 they opened up the first store. This was a hit especially after WW II. This Company started growing fast. They started what is called as expansion adding a mix or durable and softer goods as well as diversion. They acquired Kmart in 2003, but his brand was already going bad as well as sears sales. Their core durable goods sales started to drop, they started adding softer goods such as clothing and so on to compensate for sales dropping, this started the beginning of the end. As sears stayed in the middle many more stores started to evolve below, and above it (Ries, 2008).
Sears competitive market is retail Department Stores. It now competes against some of the strongest brands in America such as Walmart, Target, Home Depot, Macys, etc (Hoover, 2014). In 2006 Sears made only 30. Billion in sales while Target was already at 59.5 Billion and walmart made the most 348.7 Billion (Ries, 2008). This is...