Analysis of marketing business Smartbox

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Analysis of marketing business "Smartbox"

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Abstract

Every organization operates in an environment and no organization can exist in a bubble of its own. All companies obtain raw materials, labor, information and other diverse resources from the environment. Most of the strategists confirm that a thorough understanding of the environment is necessary for businesses to develop an effective corporate strategy.

As elements of the environment change, the organization has to adjust its corporate strategy accordingly to sustain competitive advantage. Hence, it is essential for an organization to be familiar with the environment in which it operates or which affects it in some way or the other.

As a consultant commissioned by the company, Vision Consulting Group has been assigned the task of evaluating the business environment of Smartbox. By doing so, it becomes indispensable to explore the environment in which the gift box market operates.
We think that the Smartbox philosophy is actually effective, and with these methods, which we advice, the company will acquire goals according its strategy.

External environment audit
1. Macro-environment
2. Industry analysis
3. Market / Competitors
Internal environment
1. Internal assessment
2. Internal analysis

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[...] Positioning of Smartbox in Smart&Co portfolio: The BCG matrix of the group's companies enables us to observe different trends: - “Smartbox” and “Smartholiday” are business units. They have high market shares in a growing market. - and “Euphorie” are “Cashcows”. They are in a mature market but have high market shares so they provide money to the Smart&Co group for future investments. - “Smart Experience” is a “Question mark”. Indeed, it is in a growing market but has a low market share. [...]

[...] Wonderbox Wonderbox is the principal competitor of Smart&Co, epecially the Smartbox, as it offers leisure gift packages. This company proposes about 600 activities with 2000 providers and 26 different gift packages. Wonderbox's positioning is based on the motto:”WonderBox realizes all your dreams” MagicDay THEMATHYS - Companies offering an offer indirectly competing with Smartbox They offer general leisure activities (for example, the travel agency on the Internet) and present ideas and gifts online. Indirect competitors are sufficiently numerous for all companies on the gift and recreation market. [...]

[...] Resources Competences Threshold Threshold resources: Threshold competences: capabilities Tangible: Marketing strategy Good partnerships Efficient sales force Employees Innovative programs Intangible: Experience Distribution channels Strong brand Online security system Capabilities Unique resources: Core competences: for Tangible: Controlling staff to competitive Own shops assess partnerships advantage Online booking platform European leader on the Ogone: online security gift box market system Strong communication Intangible: campaigns Large product range Pioneer of the gift box Accurate knowledge of gift market in France box market Exclusive partnerships satisfaction Responsible image 4 Threshold capabilities 3 Cost efficiency Cost is one of the main factors in successful management as it is a determinant of a company's profit; Smartbox has to carefully control it. [...]

[...] Distribution of turnover: Smartbox realize 70% of its turnover on the business to consumer market. The remaining 30% is made on the business to business market. Business to business turnover 2008: 72.6 million Business to consumer turnover 2008: 169.4 million 3 Market segmentation B to C markets: This segment refers to all the individuals the company products are likely to interest. It is a very large segment because bth genders of all ages are bound to be attracted by the different products offered by “Smartbox”. [...]

[...] The company would fare well by devoting a portion of its profits to improve its product, expand its distribution channels in search of new categories of consumers, or lower its prices in the hope of increasing sales and thus keep the market out of bounds for new competitors Portfolio analysis: 1 Smart&Co Smartbox belongs to the Smart&Co Group; Smart&Co Group's portfolio also includes e-commerce, among which Weekendesk is the market leader regarding online booking and brief getaways in France, Belgium and the Netherlands. [...]

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