Online Marketing

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eBusiness / Kmart Analysis Online Marketing Marketing businesses, products and services has become much more complex with the introduction of the internet. In this paper I will attempt to describe the effect of e-business on marketing strategies today, as well as describe the e-business marketing strategies utilized by Kmart, Inc. The internet is an enormous environment that is advancing and developing at a very erratic pace, and only companies able to adapt will survive. The World Wide Web provides a medium that breaks through geographical boundaries, allows the customer much more control, and has no time restrictions as it is always “open”. According to an article by Dr. Ralph F. Wilson, Niche Marketing on the Web,
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there are three important steps to marketing on the internet; (1) profile your customers, (2) decide where they congregate, and (3) communicate the message where they congregate in a net-acceptable manner (Wilson, 1996). Bluelight.com, Kmart’s e-commerce site launched in 1999, is a shining example of this philosophy, having accumulated over 3.5 million customers in less than one year. Although Kmart had an obvious advantage with a n existing strong customer base, these shoppers were not internet customers. In an effort to establish a web based customer segment, they targeted these existing customers by placing Bluelight.com CD ROM’s which provided information, ...

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The student has talked about Kmart, however there haven't included an screenshot of the website within the report. This would be useful, as this would enable the examiner to visualize the report.

The report uses a number of quotes from people within the company, however there haven't analysis these. The report would need to state the reason to why there have implemented such methods. For example, the report could include 'Kmart sent a number of CROM's to their consumer base, to exploit their current customers, which is cost effective and could build their brand easily without much cost involved or hassle at finding new methods..

In summary, the report is quite good. The report states a number of advertising methods that the company has used to attract on-line consumer's to their website. However the report does lack the student's own view and analysis on their methods. The report states 'a vast amount of information', however this is in-correct. The report should state 'a vast amount of data', as companies would collect data and not information. This would need to be corrected within the report, to show the examiner that the student understands the subject.