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PrettySecrets.com: Challenges of Selling Lingerie Online
內容大綱
In 2013, the founder and chief executive officer (CEO) of a lingerie business in India has recently moved his business from offline to online in order to reach a wider customer base. The company is one of the very few online lingerie stores in India that also has its own brand. Although the online business is profitable, the CEO cannot ignore the fact that offline stores still dominate the lingerie market in India. Since its key product is only available online, the company may be missing out on an opportunity. Because the shift from an offline business to an online one occurred in 2012, an immediate investment in actual stores will have financial consequences. Should the CEO continue to operate his online business and consider relaunching retail stores at a later time, or should he relaunch now and manage both business models at once?
學習目標
<ul><li>To illustrate the difference between online and offline marketing.</li><li>To examine the role of branding for an online marketer.</li><li>To discuss the value of digital marketing and digital communication strategies.</li><li>To evaluate the need for marketing strategy for an online brand, based on internal and external analyses.</li><li>To demonstrate how competitive forces and market opportunities shape business strategy.</li></ul>