Nowadays, “the key question is not whether to deploy Internet technology - companies have no choice if they want to stay competitive- but how to deploy it”.
Since 2008, the penetration rate of the Internet is 48.1% in Europe, and the average of the world is 21.9%. More specifically, Belgium is the 43rd country in the world and among the top 10 countries in Europe using the Internet the most, with a penetration of 52.8%. We also know that online spending by consumers is increasing every year. In 2007, to the question “Have you ever made a purchase on Internet”, 97% of the interviewed people answered yes. These two facts reveal that people are increasingly using the Internet as a means of purchase, rather than only as a medium for searching information.
A website helps the company to establish a dialogue, and interactivity with its customers. It gives information to customers and enables clients to give the company their feedback, and ask questions. There is thus give and take between both players.
Le Cha-hû-thé, a SME in Louvain-la-Neuve is a shop selling tea, tea accessories and crockery. Through this document, we are going to explain why it is beneficial for le Cha-hû-thé to increase its web presence and how they are going to implement it, by following the six stages of an e-marketing plan.
We will first analyze the external and internal situation of the shop, and then conclude our study with a SWOT analysis. The second step will consist in an analysis of the tea consumers in general, and at le Cha-hû-thé in particular. After these analyses we will be able to explain why this SME should become a click-and-mortar and after that, in stage three, we will determine the strategic e-marketing which will include a segmentation of the tea consumers, the chosen targets for the website and its positioning. After that, we will briefly explain the main objective of our marketing plan, and in stage five the e-marketing mix will be described. Thanks to all the previous information, the description of the website itself will be possible, and finally, we will state how we plan to measure progress and performance.
[...] It is a family business Tea specialist: 100% tea + herb tea No standardization of the Large variety of products different pieces (cups, tableware, teapots, etc) Loyalty of the customers and original means to build this Lot of suppliers ( more difficult loyalty (the reusable bags) to manage, time consuming, and each has his specificities Voluntary help Lack of advertising campaigns High number of suppliers means that : one supplier is always available Large choice in the tea range Prices competitiveness Opportunities Threats Tea market is growing Teashops have to respect the Tea production is growing Belgian legislation, the AFSCA Sales are growing since 90') Exporters need to follow the More and more people are drinking rules of exportation when it tea exports from China, the firm has It has become a substitute for to register) coffee It is the most popular drink in Threat of substitutes the world Low barriers at entry ( threat of The awareness of health and new entrants medical benefits is increasing Tea allows people to share a pleasant time with friends Consumers and suppliers have low bargaining power No strong rivalry among competitors From this SWOT analysis, we can see that le Cha-hû-thé has a lot of strengths, but mainly because it is a small family business; it also has a number of weaknesses. [...]
[...] We could resume the plan objectives of the new Internet site by higher market development and penetration by a growth of reachable customers and a higher product development with the large online catalogue. V. Stage 5 : Plan marketing strategies, programs and support 8. E-marketing mix 4 P - Product Before speaking about the product range available on internet, we would like to clearly determine the core product, the secondary product or service and the added service of le Cha-hû-thé. [...]
[...] After these analyses we will be able to explain why this SME should become a click-and-mortar and after that, in stage three, we will determine the strategic e-marketing which will include a segmentation of the tea consumers, the chosen targets for the website and its positioning. After that, we will briefly explain the main objective of our marketing plan, and in stage five the e-marketing mix will be described. Thanks to all the previous information, the description of the website itself will be possible, and finally, we will state how we plan to measure progress and performance. [...]
[...] For example, when an event happens at the grand place, the shop-owner could place a big flag with the name of his shop. It is already a partner of the Conte”. When this organizes reading sessions, the shop brings tea, because narrating a story with tea makes the night cozy. We know that this shop has a loyalty system with bags. The last way to promote the site would be to print its address on these reusable bags. The internet site could also be promoted outside the town. [...]
[...] GLAZER (10/6/2008), "Guests cutting back on soda, filling up on teas", coffee Nation's Restaurant News;, Vol Issue 39, p16, US, http://web.ebscohost.com/ehost/detail?vid=7&hid=5&sid=d2d64f2f-162b-4e5a- 8884- 63bf247f918b%40sessionmgr2&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN= Kirthi Kalyanam; Shelby McIntyre (2002), "The e-marketing mix: A contribution of the e-tailing wars", Academy of Marketing Science Journal, page Porter. (2001) “Strategy and the internet, Havard Business Review”, March 2001, 62-78. II. Appendixes Appendix 1 Appendix 2 Interview with the owner of le Cha-hû-thé, Timothé Romain - Student: "What do you sell in your store?" - Timothy Roman: sell mostly loose tea. [...]
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