Online Retailer Marketing

[Name of the Institute]

Online Retailer Marketing

Introduction

Proposed Area of Study

In the contemporary global business environment the organizations have to function in a highly competitive market, which consist of volatile and highly dynamic factors. In the traditional perspective the business environment could be classified as a stable entity, which could be critically analyzed and the future trend could be relatively easily identified. However the concept of globalization and the individualization of the consumer have dynamically changed the global business sector. In the contemporary business environment the identification of the precise consumer demand and ascertaining the fixture demand trend is a highly complex activity (Brown, et Al, 2003, pp. 1683). The concept of globalization has critically impacted the strategic vision and the organizational structure of the majority of the organizations. These trends have enabled the several; small scale business entities to establish themselves and offer highly customized products to the vast global market.

The factors which had previously prohibited the mainstream organizations to effectively market their products to a multinational consumer market have now been alleviated, with the advent of several enabling technologies. The internet has provided the ideal platform for the organizational entities to reach a massive global market and be able to assess the demands of the consumers. These technological advances have also enabled the small scale organizations to develop a feasible business plan, and attain the relevant market size to compete with the established multinational organizations. In this environment the success of the modern organizations depends on their ability to assess the needs of the consumers, and offer products and services which can adequately satisfy the needs of the global customer base. In this scenario the online medium has become one of the most influential and effective tools for the sales and marketing functions of the modern global consumer base (Rohm & Swaminathan, 2004, pp. 756).

Aims of the Research Study

Critically analyze the marketing function of the UK based retail companies.

Highlight the penetration and effectiveness of the internet marketing initiatives.

Analyze the current marketing trend of the contemporary organizations.

Analyze the future perspecti8ve of the Internet based marketing initiatives.

Formulate the relevant suggestions regarding the role of internet marketing in UK based retail companies.

Opportunities from the Research

The primary opportunities that can be availed from this research are regarding the identification of innovative internet mediums for the retail marketing function. The internet can be used for various marketing strategies such as social media marketing tools along with several other marketing strategies.

Internet Marketing Strategies

The internet is a vast medium, on which an ample amount of information can be accessed by the consumers. However the consumers generally rely on the services provided by the popular internet search engines to be able to access the relevant websites. The websites such as Yahoo, Google and Bing provide the search engine capabilities to the general population and these services are generally free of cost. In this scenario the sales that a specific company would be able to attain form the internet searches; is highly dependent on the number ...