group assignment (wonderland collection) 1
TRANSCRIPT
MKT 324: E-Marketing Plan
Group Assignment
COLLEGE NAME: INTI COLLEGE
PROGRAMME: BBDUH
COURSE: MKT 324 – E-MARKETING
NAME OF STUDENTS: NGU HOE FEI (890714-13-5570)
: CHAN NGIIK MEI (890825-13-5338)
: FENG WEN JIE (G 38001340)
: NI CHENG (G 35088071)
LECTURER: MR VOON BOO KHOON
ASSIGNMENT TITLE: DEVELOP AN E-MARKETING PLAN FOR THE NEW PRODUCT
SUBMISSION DATE: 19 OCTOBER 2012
Page 1
MKT 324: E-Marketing Plan
Group Assignment
Table and Content
1) Cover Page …………………………………………………………. 1
2) Table and Context ………………………………………………..... 2
3) Chapter 1: Executive Summary ………………………………….. 3
4) Chapter 2: Seven –Step E-Marketing Plan ………………………. –
I. Situation Analysis …………………………………………… 4-5
II. E-Marketing Strategic Planning …………………………… 6-7
III. Objectives …………………………………………………… 8
IV. E-Marketing Strategies …………………………………….. 9-10
V. Implementation Plan ……………………………………….. 11
VI. Budget ……………………………………………………….. 12-16
VII. Evaluation …………………………………………………… 17-18
5) Chapter 3: Conclusion ……………………………………………... 19
6) Chapter 4: Appendix ……………………………………………….. 20-25
7) Chapter 5: Bibliography …………………………………………… 26-28
Page 2
MKT 324: E-Marketing Plan
Group Assignment
CHAPTER 1: Executive Summary
Wonderland Collection.com (Wonderland Collection or “the company”) is website that special in
selling woman clothes and just set up in 7/7/2012 by four partners with holding degree qualification in
Business Administration. The company offers top & bottom clothes, dress, active wear, coat and
others. Our website did not have our own brand or design so we are selling others company brand
clothes but we offer the best quality, dynamic price and best service to the customers. Wonderland
Collection also operates through various international websites. The company primarily operates in
Asia. It is headquartered in Sarawak, Malaysia. Our sales and profit is increases each month even just
set up.
Our Website Logo or Brand
Page 3
MKT 324: E-Marketing Plan
Group Assignment
CHAPTER 2: Seven – Step E-Marketing Plan
I. SWOT Analysis about Wonderland Collection
a. Strengths (Internal)
The strengths of our website (Wonderland Collection) are we provided 3D Changing Clothes features.
We provided new technology and new experience to the customers. We display our website like playing
game that provided entertainment and in the same time purchases products of our website that is woman
clothes fulfill the need of customer. The people that purchases clothe online will worry can they fit and
look in clothe. But our website can resolve the worry of the customers that our 3D features will have the
face of the customers after they upload the picture, so they can see how they looks in the clothe and
insert they body size will provided the suitable clothe size to customers. Resolving the worry of
customers the website gain more profit, understand customer behavior also mean keep good relationship
with customer and collect customer information in the same time (businessteacher.org.uk, 2003-2011).
b. Weakness (Internal)
The focus on technology is important for our website as the use of technology is needed for all aspects
of interface with the consumer. But these systems require constant and hardship maintenance to ensure
the customer receives the level of service the brand is expected to provide. Furthermore, anything relate
on technology is expensive will increases the cost and any errors happen when customer overview or
purchases products will lead to negative image of our website. Our website just starts a couple of months
still new, so our website don’t have strong brand image like Amazon.com that can attract much
customers and supplier to do business with our website. Since our website only sells woman clothes we
cannot provide much products choice to the customers and it would causes inconvenience feeling to the
customers. Any negative news would cause customers losing trust on our website and we need loyal
customers to grow our website (businessteacher.org.uk, 2003-2011).
Page 4
MKT 324: E-Marketing Plan
Group Assignment
c. Opportunities (External)
The new experience of our website provided to the customers will give opportunity to develop new
trend. New trend can attract interest of strong business partners to invest in our website. Invest means
money and we can expand our products line not just selling woman clothes but man, children even baby
clothes. For a website to run fluently need good monitor to ensure customers receive service is being
expected to provide. Blog or membership system is common being used to monitor website but it is
powerful and cheaper way can being affordable. Blog used to collect customer comment, idea and most
important build up our website reputation. Membership system used to build up customer database,
maintain customer’s relationship, understand customer’s behavior and return benefit to customers like
discount or free gift. Through customer behavior we can create the need of customers instead on fulfill
the need of customers will increases the sales of our website (businessteacher.org.uk, 2003-2011).
d. Threats (External)
In Wonderland collection sales and related expenses generated from the site of the international
website's functional currency (local currency), including the euro, British Pounds, and Japanese Yen.
Wonderland Collection websites are exposed to foreign exchange rate fluctuations. Due to this our
website composite revenues might record significant gains or losses on the re-measurement of
intercompany balances. Attack by illegal practices is common and Wonderland Collection may face the
same threats. As our website brand may attack by unethical individuals or groups. For example e-mails
are sent to unsuspecting e-buyers pretending to come from Wonderland Collection. Logos and the
design of the pages look reliable. However they are designed so that you input private information that
the thieves can use to take passwords and identifications. There are others threats may faced by
Wonderland Collection like copyright lawsuit or too many competitor in same industry cannot compete
(businessteacher.org.uk, 2003-2011).
Page 5
MKT 324: E-Marketing Plan
Group Assignment
II. E-Marketing Strategies
a. Segmentation
There are two type of segmentation that is product and market segmentation but we more focus on
market segmentation. Our website segment the market into Asia and western .Being focus on the Asia
market since we share the common culture, religion, language even the customer behavior would be
easier to fulfill the needs. From the months pass we manage to get order from Malaysia, Singapore,
Thailand, Indonesia and Vietnam. Western market will be difficult part especially to gain their trust. For
example the cases happen on Samsung Company that provide the same level technology, quality or
design of products even the best service still need to do a lot of work to gain the trust and create
awareness. Before Samsung gain the trust and awareness Samsung product technically invisible.
Western market is difficult to catch up since it always changes. The changes mean the customer
behavior, taste, trend, and others.
b. Targeting
Our website target customers will fall into age range 18-24, 25-34, 35-44 and 45-54. The reason we
target this group of women customers are based on the world famous social communication tools and
they are the generation familiar to the computer & internet world. Facebook is the famous
communication tools with over 500 million users; Facebook is now used by 1 in every 13 people on
earth, with over 250 million of them (over 50%) who log in every day. The average user still has about
130 friends, but that should expand in 2011 (digitalbuzzblog.com, 2011).
Page 6
MKT 324: E-Marketing Plan
Group Assignment
c. Differentiation
The differentiation between our website and others website is we provide the entertainment, service and
product to the customers in the same time. The entertainment we provide to the customers is display our
website like playing game and we have the changing 3D features compare to others website. The
services we provide is the delivery product to the customers and after sales service. The special about
our after sales service is we replace the new clothes to the customers or refund the money if it was
quality problems. We use this strategy to gain trust from customers and will continue in future. The
products we sell are nothing special just selling others company brand clothes but we guarantee the
quality.
d. Positioning
The position of our products more to civilian customers since most of our potential customers fall in
the group of people. So, we sell or products on medium and dynamic price. But in future our website
tend to provide selling our products to everyone like the facebook provide service to everyone in the if
the customers is interest to involve. We guarantee the best quality clothes we sell to the customer and
we get our clothes for different suppliers like Alibaba.com (alibaba.com, 1990- 2012), Hankyung
Fashion (Korea supplier) (topsitesblog.com, 2011), miraclemall.net, World Famous Sales of Canada
Inc. (worldfms.com, 2012) and others supplier. For most of the website owner they not put much
concern on packages design and role material. But our website care about the environment since it
attract public concern and to show our care the delivery packages role material come from old
newspapers (plantostart.com, 2012).
Page 7
MKT 324: E-Marketing Plan
Group Assignment
III. Objective (Wonderland Collection)
There are four objectives our website tends to reach within three years. The first objective is developing
our own design that will help to increases our website awareness like advertise on facebook or send
email. Designing clothes will need profession designer but we are lucky one of the partner are good in
design and develop new design would not be a problem it will just need more time to complete it. The
second is expand our product line that we would not just selling woman clothes but also sell man and
children clothes even the baby clothes. If we manage to expand the products line so we can provide
more choice to the customers. The more customers satisfy with our service and product we will retain
them as our loyal customers. The third is expand our market to Western country not just Asia country.
But there is a lot of things need to prepared since different country have different cultural will have
different affect we need to be careful. So, we need to study the customer behavior before take action but
if we can cover larger market, we can expand scale of our company. The last is build up our website
good imaged by involved in Corporate Social Responsibility (CSR) like sponsor clothes in charity
donation, contest and offer voluntary help in orphan or homes for the aged that bring profit to our
website and public. We put image into the mind of people that when they buy our products is help
people. All the objectives we intend to fulfill will lead to the profit.
Page 8
MKT 324: E-Marketing Plan
Group Assignment
IV. E – Marketing Strategies
a. Product strategies
Our company’s product is Woman clothes. The easy and cheap way we choose is selling merchandise,
service and advertising on the website. We put all of our product information on the website and we give
24 hour online customer service to every customer to ask and receive satisfied answers. Advertising is
important way to canvass customer. We should put our product Advertisements to each famous and
popular website such as Facebook, send by e-mail (ehow.com, 1990-2012).
b. Price strategies
Price always is a big problem. We use dynamic price. A good price can make good selling. For different
customers or situations, we will give different price levels to make break even between company and
customers. For example, if new customers buy product in first time, we will give some discount. But for
old customers, we will give more discount and gifts. If in change seasons, we will low price to sell old
products or give old customers buy one free one activity.
c. Distribution strategies
Direct marketing is suitable for our company. It can save some costs of company. Customers make an
order for goods with us on the website. Then we send the product to their house by ourselves or use
express delivery to send product to far place. This is easy way between us and customers, less process
less mistakes will occur. There is no need to pay agent or more employees frees. If after receive
products, customers have any problem with clothes, we will easy to allow the customers return the
clothes or change new one. It saves times and costs (ehow.com, 1990-2012).
d. Marketing communication strategies
Integrated marketing communication (IMC) suits for our website. IMC is implemented by segmenting
these current and potential customers into groups with certain common awareness levels, developing
comprehensive databases on customers and prospects, predispositions, and developing messages and
media strategies that lead the communication tactics to meet marketing objectives. We should monitor
Page 9
MKT 324: E-Marketing Plan
Group Assignment
with technology and pay more attention to high-value customers, because profitable customer
relationship is the key to make our website to survive (referenceforbusiness.com, 2012).
In this strategy, we should know and understand of target stakeholders, the brand, its competition, and
internal or external factors. And then our marketers select specific tools to complete our communication
objectives. After implementation, we measure execution effectiveness, make needed adjustments, and
evaluate the results. There are 5 tools in the IMC: advertising, sales promotions, marketing public
relations (MPR), direct marketing, and personal selling (referenceforbusiness.com, 2012).
e. Relationship management strategies
Customers are the faster way to propagate our products. A customer with an investment in software and
high satisfaction is brand loyal. They will not easily be enticed by competition. And they also will
expend an increasing amount of money on products or services and refer others. So, customer
relationship management is one of important strategy of our company. The tools we use to maintain the
relationship with customers are Facebook, Blog, Email, Twitter, Skype and others.
Page 10
MKT 324: E-Marketing Plan
Group Assignment
V. Implementation Plan
a. Marketing mix
Our Website will follow 4ps (price, product, promotion and place) to sell clothes. We give normal price,
not too high or too low. We promise better quality and quantity of products which one we sale to
customers. The style of clothes which design by professional designer will be fashion and suit for this
season. The way we adopt that is selling on the website. For us, it is cheap, easy and convenient to build.
On promotion, we use advertising, personal selling and sales promotion. The good advertising can
attract more customers to know our product and buy it. According to different customers, we will give
different sale promotion such as if you buy more than 400 product, you will free to get VIP card
(netmba.com, 2002-2010)
b. Information-gather tactics
The ideal or information of customers is important to our website. Thus, we will make some
questionnaires to customers about which style of clothes, color they like. The survey or private customer
information can be done and give when customers joint our website membership. We will also collect
some good or unique ideals from customers and we can design the clothes that will satisfy customers’
requirement. We will research any feedback from customer which buy our products, and deal with
problem with the feedback. The company that has complete information about customers will have full
understood about the customers’ behavior. The membership, ideals and feedback are used to builds up
our website customers’ database. With the databases customers can overview or update their own past
and future purchases (suite101.com, 2011).
Page 11
MKT 324: E-Marketing Plan
Group Assignment
VI. Budget
The following are cost needed to start up a website but the cost would be different based on their
choices. There are 5 main costs that we need to be aware of aside from any marketing, PR, legal, and all
that jazz. With all this we can expect price wise from a QUALITY web development firm.
Domain Name registration
The domain name uniquely identifies our network. Like a home or office address, so as our website. The
domain name is like our address in the World Wide Web (www.yourdomain.com). It must be registered
on the Internet is a valid and available. Different country will have different charge on the domain name
registration free but usually pay yearly like United State charge $30 per/year generally but Malaysia
charge based on the type of domain name and there are 32 type of domain name. Our website chooses
the .com as domain name (www. Wonderland Collection.com) would be charge RM 55 per year
(quora.com, 2011).
Branding / Logo
Branding is identification symbol, text, or mark, to distinguish it from its competitors in the product or
company. Under normal circumstances, the regulatory agency brands are registered (TM), and therefore
cannot by the other parties are free to use. For many products and companies, the brand is an important
part of the marketing. Our Website brand is design by our own partner, so in this part we save the cost
(quora.com, 2011).
Page 12
MKT 324: E-Marketing Plan
Group Assignment
Hosting Costs
Web hosting is a method by which a person or company rents a server to store data used to display a
website, which is accessible through the Internet. Some type of server or similar machine on a website,
you can find and access online hosting, and a variety of companies offer a variety of different methods
for this hosting (quora.com, 2011). Choosing a reliable host is one of the best things we can do for your
startup, even if it costs we a little bit more in the beginning months. Our website chooses the Value
Host! 1 from webhosting.com.my that cost RM 330 per year from but there is others option too
(webhosting.com.my, 1998-2012).
Web Design & Development Costs
Web Design & Development are complex to a normal person, so there are a lot of shops, company and
website that help to develop the website for people in return charge for certain amount of money like the
webpagefx.com and this also were we get our website program with RM 18,000. Different shop,
company, website and country will have different charge on the website depend on the choice people
make. The following table will show the detail of our web design & development (quora.com, 2011).
Project Quote calculator for Website Design and Development
Further refers: http://www.quora.com/Startup-Finance/How-much-does-a-website-for-a-startup-cost
Page 13
MKT 324: E-Marketing Plan
Group Assignment
Maintenance Retainer (Post Launch)
Maintenance Retainer are used for tweaks, new features, improving upon features, and much more. For
a website maintenance retainer is very important it help to resolve the error for website in time otherwise
it would cause losses and give bad experience to consumers. Our website get the maintenance retainer
form justsimple.com.my for monthly web site maintenance that cost RM500 and this cost will not over
even after the launch of website (justsimple.com.my, 1999-2012).
Page 14
MKT 324: E-Marketing Plan
Group Assignment
Basic Budget Expenses Website
No Expenses of Website First Year Expenses Second Year Expenses
1. Domain Name Registration RM 55 Per Year RM 55 Per Year
2. Branding/ Logo _ _
3. Hosting Costs RM 330 Per Year RM 330 Per Year
4. Web Design & Development Cost RM 18,000 _
5. Maintenance Retainer RM 500 Per Month x 12 =
6000
RM 500 Per Month x 12 =
6000
Total Expenses RM 24,385 RM 6,385
Budget Revenue Website
Month Clothes First Year Sales Revenue Clothes Second Year Sales Revenue
1 80 RM1,100 300 RM 5,995
2 250 RM 5,500 450 RM 7,990
3 150 RM 3,215 500 RM 8,000
4 400 RM 7,413 650 RM 9000
5 459 RM 7,801 1000 RM 13,590
6 100 RM 1,400 800 RM 10,300
7 600 RM 8,514 1190 RM 14,800
8 650 RM 8,934 1100 RM12,330
9 300 RM 5,854 400 RM 7,590
10 200 RM 4,900 700 RM 10,109
11 400 RM 7,600 590 RM 7,999
12 700 RM 9,951 1800 RM 16,600
Total 4289 72,182 9680 RM124,303
Page 15
MKT 324: E-Marketing Plan
Group Assignment
Summary of Budget Expenses and Revenue
Year Pure Revenue (Total Sales Revenue – Total Expenses)
First Year RM 72,182 – RM 24,385 = RM 47, 797
Second Year RM124,303 – RM 6,385 = RM 117,918
Page 16
MKT 324: E-Marketing Plan
Group Assignment
VII. Evaluation Plan
When we review an e-marketing plan, we are keenly aware of the risk/return tradeoff so, the greater the
risk involved in the venture, the greater the return demanded. We are going to check the following 10
factors to make sure the level of workable of the e-marketing plan. The evaluation guide scores business
plan element on the scale from 1 to 10 being the best possible rating. Scores are subjective. The reader
determines a value based on his or her perception of the quality and content of the e-marketing plan
(prenhall.com, 1993).
Firstly, if the management has never owned nor operated their own business score (1). Even four of us
hold the qualification of degree in Business Administration we don’t have real experience on operated
website or company (prenhall.com, 1993).
Secondly, the owner also the manager of the website have experience in this business score(10). Four of
us indirectly involve in selling clothes online that come from family business, working experience,
studies and others (prenhall.com, 1993).
Thirdly, if the plan shows that the company has the ability to control the delivery and quality of the
product or service will score (10). But our website depend solely on outside contractors score (1)
(prenhall.com, 1993).
Fourthly, we have the resources we need in-house that needed for distribution score (10). Our website
got enough resource like capital, manpower, information and knowledge (prenhall.com, 1993).
Fifth, the plan only describes a potential market and customers only exits paper score (1). But our
website manage to sell 80 clothes in the first month of business and earn RM 1,100 so, score (10)
(prenhall.com, 1993).
Sixth, we know our market and have firm commitments from customers score (10). Our website
understand the market and promise to provide the best products or service to customers we score( 10).
Page 17
MKT 324: E-Marketing Plan
Group Assignment
Seventh, our products are no better than my competitor's so, we score (1). Our website will face strong
competition from Amazon, ebay and others (prenhall.com, 1993).
Eighth, our website product or service are special and there is demand score (10). Our products may not
special but we provide the new experience to customers that we have 3D changing clothes features to
sell our product (prenhall.com, 1993).
Ninth, our plan contains realistic financial projections. The financial statement of our website indicate an
annual return of 50% and offer high rate of return in short period of time score (10) (prenhall.com,
1993).
Tenth, our e-marketing plan lay out a clear, well-conceived, workable strategy for getting the business
up and running score (10). After the evaluation our it seem that our website have high potentaill success
on the website and our website score (72) (prenhall.com, 1993).
Grading the E-Marketing Plan and there are six question each worth 10 points.
- 50-60 High Potential for success
- 40-50 Need work, bout loan is probable
- 30-40 Review deficiencies, workable
- Under 30 keep your day job
Page 18
MKT 324: E-Marketing Plan
Group Assignment
CHAPTER 3: Conclusion
In this assignment we are going to assume we have the website to launch new products with the e-
marketing plan. The new products we decided to launch are woman clothes that going to sell online
through website. The website called Wonderland Collection and e-marketing plan consist 7 steps. The
seven steps are Situation Analysis, E-Marketing Strategic Planning, Objective, E-Marketing Strategies,
Implementation Plan, Budget and Evaluation. The 7 step is a guide line to do complete E-Marketing
Plan to successfully sell the products.
Page 19
MKT 324: E-Marketing Plan
Group Assignment
CHAPTER 4: Appendix
Appendix 1
Amazon (www.amazon.com)
Strengths
Amazon describes themselves as the leading on-line retailer of media products which educate and
entertain.
Product diversification from books and CD/DVD markets has provided additional customers in other
product areas and indicates strategic movement to grow the business through new customer bases.
Functions such as the User Reviews are seen as a positive attribute to share information and feedback
which can help to stimulate sales.
The use of an on-line market place providing the facility for customers to sell unwanted items adds a
point of difference to competing retailers and succeeds in building strong customer bonds with younger
clients who will provide longevity in loyalty to the brand.
Weaknesses
The focus on technology is important for on-line facilities as the use of technology is needed for all
aspects of interface with the consumer. These systems require constant maintenance to ensure the
customer receives the level of service the brand is expected to provide.
Amazon are dependent on external delivery companies to carry out the delivery function of the interface
with the customer which can lead to uncontrollable service level problems and potential cost increases in
line with the wider transportation industry such as rising fuel and increased vehicle taxation. If these
costs are not absorbed they are passed back to the consumer both with potential negative effects.
Page 20
MKT 324: E-Marketing Plan
Group Assignment
Opportunities
Amazon have the opportunity to develop specialist relationships with publishers to offer exclusive
editions and launch new authors as part of exclusive rights which will provide a point of difference
within the market place and generate stimulated growth through followers of specific artists.
Investment in fulfillment will provide an increases level of actual customer service meeting consumer
expectations. Consumer expectations are relied upon by Amazon.com to ensure repeat business and
longevity.
Through acknowledging the change in technology and buyer behavior Amazon have obtained
controlling share in LoveFilm.com, a new online service to film rental providing growth through new a
new area and diversification whilst using existing technology indicating low level costs.
A membership facility has been introduced to offer customers prime delivery slots during key seasonal
times and member benefits can lead to providing a differential within customer service expectations
around seasonal times which may lead to the growth in sales through this facility.
Threats
Growing on-line facilities from high street brands with provisionally better economies of scale suggest
Amazon may not be able to compete on like for like service and product price. Thus with no specific
differential to the competition there is the potential customer sales will migrate.
Increasing transportation costs will directly impact delivery charges to customers - as these costs are not
absorbed into the direct business but paid to a third party it is assumed these will be directly passed onto
the consumer which can have a negative impact to brand perception from the consumer viewpoint.
General economic conditions will drive retail prices down and customer expectations for promotional
deals will become a focus for all product areas - with smaller economies of scale overall within the
marketplace the buying power may not be sufficient to carry such offers.
Page 21
MKT 324: E-Marketing Plan
Group Assignment
Appendix 2
Facebook Statistics, Stats & Facts For 2011
Facebook Statistics, Stats and Facts for 2011 are starting to roll out, and here is the first infographic to
wrap them all up thanks to Online Schools. With over 500 million users, Facebook is now used by 1 in
every 13 people on earth, with over 250 million of them (over 50%) who log in every day. The average
user still has about 130 friends, but that should expand in 2011.
48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out
of bed. The 35+ demographic is growing rapidly, now with over 30% of the entire Facebook user base.
The core 18-24 year old segment is now growing the fastest at 74% year on year. Almost 72% of all US
internet users are on now Facebook, while 70% of the entire user base is located outside of the US.
Over 700 Billion minutes a month are spent on Facebook, 20 million applications are installed per day
and over 250 million people interact with Facebook from outside the official website on a monthly basis,
across 2 million websites. Over 200 million people access Facebook via their mobile phone. 48% of
young people said they now get their news through Facebook. Meanwhile, in just 20 minutes on
Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million
messages are sent.
.
Page 22
MKT 324: E-Marketing Plan
Group Assignment
Page 23
MKT 324: E-Marketing Plan
Group Assignment
Appendix 3
Methods and Techniques for
Information GatheringGathering information can be an easy or long process. Here are some methods and techniques to help
ensure you get the right information you need.
Gathering information is important in all aspects of life, whether it be to get directions, get the latest
sports scores, Facebook updates, or checking your yahoo or Hotmail account for new information about
the sale of a home. With the Internet at our fingertips and accessible from almost anywhere, methods to
gathering data and information is just seconds away.
According to Effective Information Gathering Techniques, by Randall S. Person, "Clearly, asking
pertinent questions to gather relevant information is an important skill at the support center." You can't
get the answers you seek unless you start of by asking the right questions.
When it comes to computers and the IT field, there are six main stages of information gathering:
1. Identify the areas for which information is required
2. Create the necessary research questions
3. Determine the sources of data
4. Research to gather the raw data
5. Confirm that the data is correct
6. Process the data to derive meaningful information and then translate into goals and
requirements
Page 24
MKT 324: E-Marketing Plan
Group Assignment
Information can be gathered from both internal and external users. Both provide primary sources of
information. Internal users provide information such as organizational goals, management meetings,
interviews, surveys, focus user groups, questionnaires, observation, job analysis and workshops.
External users provide requirement documents (e.g., set of specifications, request for proposal), indirect
contact (e.g., marketing, sales, user groups, intermediaries), and direct contact (e.g., interviews,
questions, observations).
Information gathering methods consist of ways to collect information, whether detailed or concise.
These methods can consist of open-ended questions or close-ended questions. Both have pros and cons
associated with them. Open ended questions are not well suited for self-administered questionnaires.
They are dependent on the respondent’s ability to articulate, are time consuming and are often difficult
to tabulate a response. Closed-ended questions constrain responses and are difficult to design.
In order to get more information that you seek, make sure to ask questions that permit responses to be
given with the desired level of information you seek. Avid using technical jargon and use natural and
familiar language because it influences people’s willingness to answer questions. Avoid bias or double-
barreled questions because they are emotionally charged and suggest approval or disapproval.
The following are techniques you can use for the information gathering process:
When you want to collect preliminary data or add value, do an interview, ask open-ended questions
or collect the data through analysis.
When you want to check derivatives or confirm conclusions, use a structured interview, observe, do
a phone interview or a focus group.
When you want to sample data from a large population, conduct questionnaires and surveys.
Just make sure that the data you collect will provide you with value to the type of data you were seeking
to collect before trying any of the methods or techniques in this article.
Page 25
MKT 324: E-Marketing Plan
Group Assignment
CHAPTER 4: Bibliography (Reference)
alibaba.com, 1990-2012, Famous Clothing Wholesale [Online]
Available at: <http://www.alibaba.com/showroom/famous-clothing-wholesale.html> [25 October 2012]
businessteacher.org.uk, 2003-2011, Amazon SWOT Analysis [Online]
Available at: <http://www.businessteacher.org.uk/business-resources/swot-analysis-database/amazon-
swot-analysis/#ixzz2BzElfcxq> [Accessed 25 October 2012]
digitalbuzzblog.com, 2011, Facebook Statistics, Stats & Facts For 2011 [Online]
Available at: <http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/> [Accessed 27
October 2012]
ehow.com, 1990-2012, Product Distribution Strategy [Online]
Available at: <http://www.ehow.com/about_6588743_product-distribution-strategy.html> [Accessed 1
November 2012]
investorwords.com, 2012, Definition Brand [Online]
Available at: <http://www.investorwords.com/568/brand.html > [Accessed 31 October 2012]
justsimple.com.my, 1999-2012, Website Maintenance [Online]
Available at: <http://www.justsimple.com.my/web_design/site_maintenance.htm> [Accessed 31
October 2012]
Page 26
MKT 324: E-Marketing Plan
Group Assignment
netmba.com, 2002-2010, Marketing Mix [Online]
Available at: <http://www.netmba.com/marketing/mix/> [Accessed 26 October 2012]
plantostart.com, 2012, Product Positioning Strategy Example [Online]
Available at: <http://plantostart.com/product-positioning-strategy-example/> [Accessed 28 October
2012]
prenhall.com, 1993, Business Plan Evaluation Scale [Online]
Available at: <http://www.prenhall.com/scarbzim/html/plan.html> [Accessed 1 November 2012]
quora.com, 2011, Startup Finance: How much does a website for a startup cost? [Online]
Available at: <http://www.quora.com/Startup-Finance/How-much-does-a-website-for-a-startup-cost>
[Accessed 29 October 2012]
referenceforbusiness.com, 2012, Marketing Communication [Online]
Available at :< http://www.referenceforbusiness.com/management/Log-Mar/Marketing-
Communication.html> Accessed 31 October 2012]
Page 27
MKT 324: E-Marketing Plan
Group Assignment
suite101.com, 2011, Methods and Techniques for Information Gathering [Online]
Available at: <http://suite101.com/article/methods-and-techniques-for-information-gathering-a339231>
[Accessed 27 October 2012]
topsitesblog.com, 2011, Top 15 Most Popular Korea Fashion Website [Online]
Available at: <http://topsitesblog.com/korean-fashion-websites/> [Accessed 27 October 2012]
webhosting.com.my, 1998-2012, Web & E-mail Hosting [Online]
Available at: <http://www.webhosting.com.my/webnemailhosting.html> [Accessed 30 October 2012]
webpagefx.com, 2002-2012, how much should website cost? [Online]
Available at: <http://www.webpagefx.com/How-much-should-web-site-cost.html > [Accessed 30
October 2012]
worldfms.com, 2012, World Famous Sales of Canada [Online]
Available at: <http://www.worldfms.com/2012_3_Update/index.php> [Accessed 26 October 2012]
Page 28