E-commerce techniques and marketing strategy

The aim of Boo.com was to develop into the popular online international sports retail company. It was supposed to be a European trademark, notwithstanding with a worldwide demand. At the tooth root it wanted to transaction for both United States and Europe.The customers of boo.com could be described as young, rich and style- oriented, approximately 19 to 25 year olds. The idea was that internationally the objective marketplace should be anxious about(predicate) sports and style trademarks supplied by Boo.com.According to the analysis the market for clothes in this field was determined as really huge, so the idea was that having just a smaller partitioning of this market was enough for boo.com to be triumphant. That time the vision on the coat of the market and the source of triumph was pointed out by new-fashi geniusd Media duration (1999). They statedThe $60b USD industry is dominated by Gen Xers who ar online and according to market research in need of knowing what is in , what is non and a focusing to receive such goods quickly. If boo.com fixs known as the place to keep up with fashion and can supply the latest trends then there is no doubt that there is a market, a elevatedly profitable iodine at that for profits to grow from. (Acito 2006)The development in market was in addition held up by trade forecasters, with judgment foretelling selling in the UK to rise from 600 million to 12.5 billion by the year 2005.Nevertheless, New Media Age (2005) did make a note of a number of uncertainties about this marketplace, statingClothes and trainers have a high rate of return in the mail order/home shopping world. Twenty year olds whitethorn be online and may have disposable income but they be not the main market associated with mail order. To date there is no adept else doing anything similar to boo.com. (Acito 2006)The ternary different marketing strategies holdd in spherical marketing are characterized in different ways, have different aims a nd use different instruments for the achievement of set goals moreover, the targeted customer audience in the three cases is also different, and while regularise and concentrated ball-shaped marketing strategies are somewhat similar, the standardized and differentiated strategies represent the two opposite sexual climaxes to the general design of the marketing campaign.However, all three strategies described are boffo if properly applied, and the three examples of the global companies have proved this assumption.In reality, the choice of the global marketing strategy, depends on the specific characteristics of the company and the segments it wants to conquer if all segments are aimed, it is possible to create differentiated campaign with variety of products or standardized campaign appealing to the common interests of consumers concentrated strategy will work for the conquering one large portion of one or several(prenominal) marketing segments.Boo.com had concentrated marketing strategy. Concentrated global marketing is a kind of the global marketing strategy which cannot be contrasted to the standardized progression, but which is a different choice for the company which wants to achieve success in one single chosen global market segment.This kind of marketing is used when the organization has large share of market in one or several small segments opposed to the concentration of efforts in the small share of a large segment. (Kotabe & Helsen, 2004)Concentrated global marketing is effective for the companies with the peculiar(a) resources and for the companies of small business, but for the global companies it is essential to have a high reputation of the product.For example, the acquisition of the EnviroSystems by the Telecomm sales Network in 2006 has become one of the recent examples of the chosen concentrated marketing strategy on the global market it may be similar to the standardized come on because it does not require changes in the strategy, but while the standardized approach is applied to all segments, the concentrated one is used only deep down the limited marketing segment or several segments. (Phillips, 2007)EnviroSystems is the company specializing in the production of disinfecting products, which presupposes in it that the company should use only concentrated approach due to the very special products it offers.