How a company can establish and maintain a competitive advantage by taking a business online and using digital marketing and search engine optimization techniques

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Online marketing (E-tailing) in this regards is considered as the most important and effective strategy in business field. For this study we would be discussing the strategies of Big W online retailer company operating in Australia and to explore the internet marketing techniques used in this company. The aim of the study is to analyze how online marketing which can be used to achieve competitive advantage. It has been accessed from case studies of various companies that internet marketing can also increase the failure for the company therefore the company needs to establish e-tailing techniques which can help the company to be successful. The studies in future will also help to explore the retail sector more effectively and targeting the customers in retail sector. It is very important to conduct research on this topic as it is very current and continues to develop with the release of new technologies and the increase of web access around the globe. This research takes the form of an unstructured approach giving the researcher flexibility and the ability to achieve in depth research through the thoughts and opinions of respondents and is based on case study approach. The study provided the details about the use of search engine optimization technique and to determine how it can be beneficial to attract more traffic and gain more sales and customers. The findings of the study provided that by attracting the customers online can be more advantageous than bricks and mortar retail stores.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Importance of internet marketing2

Problem Statement4

Hypothesis for the Study4

Rationale of the Study5

Significance of the study5

Aims and Objectives of the study6

Research Questions6

CHAPTER 2: LITERATURE REVIEW8

History of internet marketing8

Achieving Competitive advantage10

Factors of achieving competitive advantage11

Factor Involving In E-tailing13

Telemarketing14

Social Media and the Power of Groups14

Direct e-mail15

Customization16

'Bricks and Mortar' companies using online strategy18

Competitive advantage through online marketing20

Search engine optimization22

Role of Digital marketing23

Success of E-retailing24

CHAPTER 3: METHODOLOGY26

Qualitative Research27

Interviews28

Case Study29

Research Paradigm30

Sample30

Strength and weaknesses of interview research31

Informed Consent32

Confidentiality32

Reliability & Validity33

Ethical Considerations33

Research Plan34

CHAPTER 4: ANALYSIS AND DISCUSSION36

Case Study Analysis36

Tesco36

Amazon36

British Airways37

Big W Case Analysis37

Hypothesis Development38

Discussion41

Achieving Competitive advantage41

Effectiveness of online marketing43

Competitive advantage through online marketing45

Search engine optimization46

Role of Digital marketing46

Success and failure of online business (Big W case)48

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS51

Conclusion51

Future Implications of the study53

Limitations56

REFERENCES58

BIBLIOGRAPHY67

APPENDICES70

Interview Questions70

CHAPTER 1: INTRODUCTION

Background of the Study

Creating competitive advantage over competitors is very important for the country across the world. Online marketing (E-retailing) in this regards is considered as the most important and effective strategy ...