Assignment One

Question 4

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective.

Answer:

Dell computer (http://www.dell.com.hk/). Their Internet marketing strategy is without middle man (e.g. authorized dealer or distributor) directly sell the computer to the customer. This channel can be reduce the extra expense on distributor, that can let the computer retails be more cheaper. Customer they don't need shop around and can be select their preference thought the Dell website. Dell time to time offer the fabulous promotion for the computer which is competitive lower than the assembly computer found in Mongkok or Sham Shui Po. The after services such as warranty is value added. People who can buy the computer or accessories which on their home. The strategy of Dell's Internets marketing is very successful.

Broadway(http://www.ibroadway.com.hk/default.php)- The large scale chain store of home appliances in Hong Kong. The company have invest much money in advertising (e.g. TVC, magazine and newspaper). The website of Broadway is too simple and did not provide online purchase. Fortress - The main competitor of Broadway which offer online purchase platform. As the company had already invest much money on the promotion channel, why they don't put more effort on online purchase, this can be reduce the shop's manpower and recruit the customer through the internet.