Faculty of Economics and Administration Department of Corporate Economy
Academic year 2012/2013 ASSIGNMENT OF DIPLOMA THESIS For: Stavinska Anastasia
Field: Business Management
Title: Analysis of the Internet marketing activities
P r i n c i p l e s o f t h e s i s w r i t i n g: Objective of the thesis:
Primary objective is to analyze the Internet marketing strategies of international retailer companies and to investigate modern trends of Internet marketing. Secondary objective is to develop a comprehensive list of recommendations for the companies expanding online.
Approach and methods used:
Introduction - introduction to problems of the thesis and modern marketing. Assignment of primary, secondary and partial objectives. Formulation of hypothesis or research question. Summarizing of the expected contribution of the work.
Theoretical part - literature review. Definition of terms, summarizing of general modern marketing trends, techniques and strategies.
General (lot. generalis - umumiy, bosh) - qurolli kuchlardagi harbiy unvon (daraja). Dastlab, 16-a.da Fransiyada joriy qilingan. Rossiyada 17-a.ning 2-yarmidan maʼlum. Oʻzbekiston qurolli kuchlarida G.
Description of the methods of questionnaire and statistical survey.
Practical part - application of described methods on a chosen sample of businesses. Analysis of marketing strategies and marketing policy. Summarizing into synthetic knowledge regarding described branch and environment.
Methodology: Literature review, analysis, synthesis, description, comparison.
The extent of graphical works: according to the supervisor's guidelines, the assumption is about 10 charts and graphs
The thesis length without appendices: 60 – 70 pages
List of specialist literature:
LEE, K. a S. CARTER. Global marketing management. 3rd ed. New York: Oxford University Press, 2012. 592 s. ISBN 978-0-19-960970-3.
CHAFFEY, D. Internet Marketing. Strategy, Implementation and Practice. 4th ed. Harlow: Pearson Education Limited, 2009. 693 s. ISBN 0-273-71740-5.
FARRIS, P.W. a N.T. BENDLE. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. 2nd ed. Upper Saddle River: Pearson Prentice Hall, 2010. 432 s. ISBN 0-13-705829-2.
BLANCHARD, O. Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. 1st ed. Indianapolis: Que, 2011. 350 s. ISBN 0-7897-4741-3.
MILLER, M. The Ultimate Web Marketing Guide. Indianapolis: Que, 2010. 618 s. ISBN 0-7897-4100-8.
Diploma thesis supervisor: Ing. Jiří Richter Date of diploma thesis assignment: 1/11/2012 Submission deadline for Diploma thesis and its entry in the IS MU is provided in the valid Academic Calendar.
Department Head Dean
In Brno on 1/11/2012
Name and Surname: Anastasia Stavinska
Title of the thesis: Analysis of the Internet marketing activities
Department: Corporate Economy
Thesis supervisor: Ing. Jiři Richter
Year of defense: 2013
This work aims to investigate a Primary objective is to analyze the Internet marketing strategies of international retailer companies and to investigate modern trends of Internet marketing. The thesis is split into theoretical and practical parts. This work starts with a theoretical one, by giving an introduction to the topic and briefly highlighting the modern concepts of marketing. The main theoretical part is about the website being a main tool of the online marketing promotion. For this, common literature and available internet sources were used. The practical part includes the assessment of the given sample of international retailor companies and an analysis of a given single website with following recommendation regarding its future marketing activity online, which is based on the findings of the theory.
I hereby declare that I worked out the Diploma work Analysis of the Internet marketing activities myself, under the supervision of Ing. Jiři Richter, and that I stated in it all the literary resources and other specialist sources used according to legislation, internal regulations of Masaryk University and internal management acts of Masaryk University and the Faculty of Economics and Administration
handwritten signature of the author
This thesis would not have been possible without help of many people. I would like to express my gratitude to my supervisor Ing. Jiři Richter, who offered invaluable assistance and supervision, whilst allowing me the room to work on my own.
I would also like to thank my friends for great load of encouragement and countenance.
Above all, I would like to thank my family for their unconditional support, great patience and care throughout the whole period of studies.
1.1Modern concept 17
1.1.1Needs, wants and demands 17
1.1.2The market offering 18
1.1.3Value, satisfaction and quality 19
1.1.4Exchange, transaction and relationships 19
1.2Marketing in the Internet age 20
2.1A brief story of the Internet 22
2.2No one is here, everyone is online 23
3Marketing strategies 25
3.1General principles 25
3.1.1Indirect approach 26
3.2Marketing mix 27
4Website as a main tool of online marketing strategy 29
4.1Building a successful website 29
4.2Analyzing a website 31
4.2.1First glance 31
4.2.2Obtainable indicators 32
5Limitations of the study 35
6Websites assessment 37
6.1Sample overview 37
6.2Personal evaluation 37
6.3Visitors perception 40
7Blog’s assessment 45
7.4Future strategy 49
7.4.1Gantt chart 51
8Recommendations for the companies’ expanding online 53
8.1Design and usability 53
8.2Sales and delivery 53
8.3Information and branding 54
8.4Investments and return 54
Invention of Internet is considered to be a milestone in human history and the start of the so-called Informational Age. It has changed everything, from the way of communication to the way of conducting business. Modern companies are willing to expand online which raises the question of successful online marketing.
The expected contribution of the work is the result of website investigation as a main tool of online marketing, alongside discovering the modern ways of marketing online and revealing methods of websites assessment.
The objectives of the thesis
Primary objective is to analyze the Internet marketing strategies of international retailor companies and to investigate modern trends of Internet marketing. Secondary objective is to develop a comprehensive list of recommendations for the companies’ expanding online.
Theoretical part of the thesis is devoted to the literature review of marketing modern concepts, Internet as the new emerging market and website being a core tool of online marketing strategy and promotion.
Practical part illustrates the analysis on a chosen sample of businesses, summarized in synthetic list of recommendations for the retailor companies expanding online.
Initially there was a risk of international companies’ unwillingness of revealing the information about their performance online which actually became true. It allowed fulfilling the primary objective of the thesis only partially, substituting the analysis of Internet marketing strategies of international retailor companies by the analysis of users’ perception of the website as the core item of the marketing strategy.