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Business Coursework - will be investigating the use of the internet by English Country Cottages. I intend to look at both primary and secondary sources from which to cite information. The primary sources that I will use are English Country Cottages and th

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In this assignment, I will be investigating the use of the internet by English Country Cottages. I intend to look at both primary and secondary sources from which to cite information. The primary sources that I will use are English Country Cottages and their customers (through a questionnaire) as well as Chris Studman from CWN. The Secondary source I will use is the internet. Marketing is the promotion of a product good or service by its owner company. The four P's are essential for Marketing and advertising they are:- * Product- The thing that is being sold by the company. * Price- How much the product costs. * Place-Where they are selling it. * Promotion-How they get it known what their product is. The World Wide Web commonly known as the web is a series of documents linked together and accessed through the internet and it was founded in 1994. Many businesses us the internet for their marketing and in the 21st century it is almost impossible to run a business successfully without its aid. However, it is not cheap as you need to have money with which to maintain the website once it is running. As well as having their own site the web allows intercompany communication and communication with clients through video conferencing for instance Skype. What makes a good website? To make a good website many factors need to be taken into account this includes the fact that you have to know the purpose of the website. The fundamental purpose of all websites is to appeal to its target market. The main things wanted by all age groups is that the website is easy to use. This includes having call to action buttons so for instance English Country Cottages has a large Check Availability & Pricing button this is good as it tells a customer the way to go if you would like to book. ...read more.


The fourth P stands for Promotion English Country Cottages promote in many ways. They promote on other websites on the internet to do this they have Google advertising this is where they pay Google to advertise for them. Google do this by the previous searches that people have done so for instance if they have searched "Holiday Cottages" then they may appear on the adverts. They also promote using brochures that you can order by phone or on their website. To successfully target the customers then a company must segment their market into groups. These groups may be Age, Gender, Religion or purpose of travel. The groups of English Country Cottages are Couples, Families with toddlers, Elderly people and Students. The couples will want to be close to towns, as they will want to go clubbing or for meals in the evening etc. However, families with toddlers may want a rural location with an enclosed garden so that the toddlers will not have to be watched as much. Families with teenagers may want to be in a rural location with attractions so that the teens had things to do in the day. Elderly people will want a holiday cottage where they could stay inside because they will not feel like going out every day and so would be better than a hotel. Students will want somewhere to sleep in a city where they can get to easily because they will be out most of the time. They will also want somewhere that is affordable. The product is one of the most important elements of a business. If there were not a product then none of the other aspects of a business would not need to be performed. When deciding on a product and designing it the company needs to know that it is demand. If it is in demand the business must make a pricing strategy and do market research into their competitors. ...read more.


There was an 80% positive feedback rate. The people who said that the cottage was not available said that they thought that there should be links to similar cottages on the page for availability. I then asked a question about the pricing of the cottages I asked "Do you feel that the pricing was appropriate and fair?" I again had a 100% positive feedback rate with everyone thinking that it was appropriate and fair. I asked the people if they had a satisfactory internet connection and access. I had a 95% positive feedback rate with one person not having internet access. Although this is a problem there is nothing that English country cottages can do about this apart from advertise their number. 100% of the people questioned said that they found the website easy to use this is a good thing as it shows us that they do not need to change their website and everyone finds it easy to use so it is effectively doing its job. When asked why they thought it was easy/hard to use the answers were things like "Easy navigation links" and "Clear layout". I then asked them how they found the website overall with a scale of 1-10 with 1 being excellent and ten being terrible all of the answers were under 3 so this shows us that they have a good website. The last question that I asked was can you think of any improvements to the website. The suggestion that I got back were "Email could be provided with other contact details at the bottom of the page" "live chat online" "Name could be changed as it is misleading". I will discuss these in section D. The information that is ion the questionnaires may not be reliable as people may not do it accurately and not all of the questionnaires were returned. However the information from Chris Studman is effective and also likely to be up to date as it his job to advise companies. ...read more.

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