Internet activities 5.2 and 6.2 Essay

Exercise 5. 2 1: 1 Based on the website of Ford Motor Company the following is its SWOT analysis. Strengths: The company is a well-recognised name in the automobile business. Since it is a well-established company with premium priced products, the consumer don’t really have to go through its website to confirm of its high quality but to know more about its upgraded features. They know it is one of the best. Its brand name is very strong and that is why the website attracts immediate attention. Weakness: The price of the cars is its weakness, though people believe in its quality, they look out for other alternatives. Since this company spends a lot on manufacturing, distribution, advertising and sales, it has to price it high to make an acceptable profit. The consumers have lots of option today and they turn to products, which fulfil the same need in low price. Opportunities: The increase in purchasing power of the consumers and the growing international market. Threats: Since a lot of companies that promise same benefits and product features at lower prices, the competition has become tougher. So the company needs to pay attention on its opportunities and threats in order to excel in its future marketing strategies and combat its competitors. 2:2 In order to create competitive advantages it should do its positioning in the minds of the consumers in such a way that they start seeing it not as a luxury but a necessity. If a brand achieves the status of a necessity, the consumers might make some comprises in their budget, especially when their purchasing power has increased due to high paid jobs and double income families. Since Ford is recognised internationally, the international market should be explored more vigorously. Exercise 6. 2 1:1 It is evident from the websites of Amazon and Barnes and Noble that both have different target markets. Amazon caters to more young and techno savvy target audience who are in search of a variety of lifestyle products while Barnes and Noble caters to book lovers. But both cater to a target market that is willing to pay for a good product sitting at the comfort of their homes. The marketing mix of Amazon is a little more complex than that of Barnes and Noble. This can be attributed to different target audience that they cater to. Since Barnes and Noble sells books and related products the different P’s of the marketing mix are positioned accordingly. Whereas the P’s of the marketing mix of Amazon are positioned differently because it sells different kinds of products. There is always a feeling with Barnes and Noble that in case of any problem with the product, a nearby bookstore can be contacted for clarifications. Amazon lacks this touch of comfort. The price of the same product varies in both the websites. It takes more time to understand the marketing mix of Amazon when compared to Barnes and Noble. 2. 2 Both these companies have used their websites to do the positioning of their products in such a way that the product attributes, packaging, shipping information and the time required to get the purchased item is clearly engraved in the consumers minds. They have designed the websites well so that the consumers are able to easily access the product information. The bright colors appeal to the senses and make the search more interesting. Barnes and Noble has indulged in company and product differentiation by focussing on the time of delivery and the author profiles that promises best quality products in lesser time while Amazon has focussed on how fast the products are selling out and what are the hot choices of its consumers in order to influence the prospective buyers. References Arens, W. F. and Bovee, C. L. (5 Ed. ). (1994). Contemporary Advertising. USA: IRWIN.