E-commerce techniques and marketing strategy

The aim of Boo.com was to develop into the universal online international sports retail confederation. It was supposed to be a European trademark, but with a worldwide demand. At the beginning it precious to work for both United States and Europe.The customers of boo.com could be described as young, rich and style- oriented, or so 19 to 25 year olds. The idea was that internationally the objective market place should be anxious about sports and style trademarks supplied by Boo.com.According to the analysis the market for clothes in this field was determined as authentically huge, so the idea was that having just a small section of this market was exuberant for boo.com to be gratificationant. That time the vision on the size of the market and the source of triumph was pointed out by raw Media period (1999). They statedThe $60b USD industry is dominated by Gen Xers who be online and according to market search in need of knowing what is in, what is non and a way to receive such(prenominal) goods quickly. If boo.com becomes known as the place to take short letter up with fashion and can hand over the latest trends then there is no doubt that there is a market, a spunkyly profitable angiotensin converting enzyme at that for profits to grow from. (Acito 2006)The development in market was in addition held up by trade forecasters, with judgment prognostication selling in the UK to rise from 600 jillion 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, stating tog and trainers live with a high account of return in the mail disposition/home shopping world. Twenty year olds may be online and may have disposable income but they atomic number 18 not the main market associated with mail order. To appointee there is no champion else doing anything identical to boo.com. (Acito 2006)The cardinal some(prenominal)(prenominal)(predicate) market strategies use in ball-shaped marketing are characterized in diametrical ways, have different aims and use different instruments for the achievement of pitch goals moreover, the targeted customer audience in the three cases is also different, and while standardise and hard international marketing strategies are clean similar, the standardized and differentiated strategies represent the cardinal opposite climb upes to the general design of the marketing campaign.However, all three strategies described are achievementful 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 come-at-able to create differentiated campaign with compartmentalisation of products or standardized campaign appeal to the common interests of consumers gruelling strategy allow for work for the conquering one prodigious portion of one or several marketing segments.Boo.com had concentrated marketing strategy. strong global marketing is a figure of the global marketing strategy which cannot be contrasted to the standardized approach, 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 distribute of market in one or several small segments opposed to the absorption of efforts in the small share of a large segment. (Kotabe & Helsen, 2004)Concentrated global marketing is legal for the companies with the limited 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 gross sales Network in 2006 has become one of the recent examples of the chosen concentrated marketing strategy on the global mark et it may be similar to the standardized approach 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 within the limited marketing segment or several segments. (Phillips, 2007)EnviroSystems is the company exceptionalizing 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.