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Mesoeconomics

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Submitted By dorsim47
Words 8026
Pages 33
Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace

Prepared for [SEARS]

By: [Maria Quinonez]

Date: [October 29, 2014]

Table of Contents

Starting an e-business in the Electronic Global Marketplace: Completing an Integrated e-Marketing Plan 1

Executive Summary 3

Selection of the e-Business for the Project 4

Environmental Analysis of the Marketplace 6

Targeted Market Segmentation 8

Consideration of Placement Decisions 10

Consideration of Product Decisions 13

Considerations of Pricing Decisions 16

Analysis of Innovative Promotional Communication Tools 18

Implementation and Measurement of Strategic Goals 23

Conclusions and Recommendations 25

Appendices 26

Executive Summary

Sears was founded in the 1800’s and it was one of America’s largest retailers at one point. However, competition, and evolution took place and left this company struggling to make profits. This forced Sears to come up with a new innovative idea and they created online website/sales. With that idea they needed an e-marketing plan, which is proposed below.

Section I: Firm details- This section describes the company and its history. It specifies the success and its struggle, and where the company stands today. It explains the main reason for and e-marketing plan as well as why it would benefit from this plan.

Section II: Environmental analysis-Environment plays a big role on every business in the world and for sears it is not an exception. This section includes a description of different types of factors that affect a marketing plan, such as competition, economic, macro, and micro, as well as political, cultural, social, and technological factors. This section explains exactly how these major elements drive and shape a

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