Team PaperIn this project, you will select a company and analyze the company's online strategies using the book concepts and terminology. You may work on an individual basis or on a team basis (1-4 students per team). You may select your own team members if you want to do the project on a team basis.
Here is how you will go about selecting your company.
- You have to select a company in organic food industry. However, it can't be a retailer, such as Wholefood. , A violation of this requirement will lead to a minimum 50% penalty on the project.
- Select a company with a large online presence and that is well known so that you can find articles written about its Internet strategies and not have to rely solely on its Website. Be sure to read the press releases at the site for more insight. Each team will select a different company on a first-come, first-served basis. The instructor must approve your company selection
- You should post the name of the selected company, and your team info to the Blackboard's team forum at the Discussions section. Once you posted the name of the company name, other teams can't select the same company.
- Each of your teammates should post a message within the same thread, and confirm their participation of the team project.
Content of the Paper
In your paper, you are required to present your findings in the following sections:
- Part 1 Overview: Internet Properties & Marketing Implications
- Website analysis
- Web and other online content (such as mobile content, social media) ;
- Website properties;
- Website design and usability features;
- Multimedia, Social Media, and interactive features.
- Part 2 Benefit, Cost & Value Creation - The Marketing Mix
- Creating a positive customer experience
- Benefit, cost & value creation
- Internet marketing mix
- Customer relationship management features
- Part 3 Consumer Characteristics & Branding Strategy
- Branding and consistency online/offline branding
- Environmental, situational, and personal factors affecting users
- Market segments served
- Brand position
- Offline versus online customers
- Part 4 Website Analysis
- Currency
- Content, including multimedia and user engagement opportunities
- Usability: navigation, access
- Other company owned sites
- Part 5 Business Model
- Business pyramid model
- Specific e-business models used (chapter 2)
- Customer value (products, price)
- Revenue stream sources
- Part 6 E-Marketing Metrics
- Site objectives
- Metrics likely used at this site (using balanced scorecard and other approaches in chapter 3)
- Part 7 Conclusion and Outlook
- Evaluation of the company's online properties
- Recommendations for improving the business model or opportunities
Format for the paper:
- Ariel or Times New Roman Font, Size 11 to 12.
- Single space, using 1" margins, all around.
- The minimum page requirement for the paper is 5 pages. Page inflation will be frown upon, and penalized.