E-BUSINESS TO I-BUSINESS

From An E-Business To An I-Business - A Case of BMW

From An E-Business To An I-Business - A Case of BMW

Introduction

Electronic commerce is when the transaction of sale of goods or services is made through electronic means, most commonly through the Internet using a Web site on which it is installed online shop. In the case of BMW the online store provides information on the goods or services, provides a means for selecting products to purchase, the shipping, the payment, and other information necessary to make the sale (Blanchard, 1999). The transaction is completed by a system for online payment, order confirmation and communication between seller and buyer.

Discussion

In the case of BMW, the concept of electronic business (e-business) is any form of commercial transaction (not just buying and selling) in which the parties interact electronically rather than by exchange or direct physical contact. E-commerce via the Internet has been growing rapidly. The online world trade, including both business to business-as-B2C business to consumer-B2B-reached U.S. $ 6.8 trillion in 2004 and in the coming years this figure will be multiplied several times. When it comes to B2B, experts agree that most business to business companies will be online and an important part of the transactions will be conducted electronically (Harwood, 2009).

BMW has understood the importance of using the Internet as an additional sales channel for their products and services, and even the brand positioning (Baker, 2011). They use the E-Commerce B2B and B2C daily, and a significant percentage of its budget diverts marketing to PPC advertising (Pay Per Click) and ultimately to the Viral Marketing , which is nothing more than the intensive and strategic accounts in the same places where much of his audience, the social networks .

Concerned, however, lack of vision that is presenting a ...