Analyze the firm’s online strategies

Analyze the firm’s online strategies

Team assignment  In this project, you will choose  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 choose  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.

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