E-commerce techniques and marketing strategy

The signal of Boo.com was to develop into the popular online international sports retail company. It was supposed to be a European trademark, but with a worldwide demand. At the beginning it cherished to work for both United States and Europe.The customers of boo.com could be described as young, robust and style- oriented, approximately 19 to 25 year olds. The idea was that internationally the clinical grocery store place should be anxious about sports and style trademarks supplied by Boo.com.According to the summary the market for clothes in this field was determined as actually huge, so the idea was that having just a small section of this market was enough for boo.com to be triumphant. That time the vision on the size of the market and the source of triumph was pointed out by New Media mount (1999). They tellThe $60b USD industry is dominated by Gen Xers who are online and according to market explore in need of knowing what is in, what is not and a way to realise such goods quickly. If boo.com kick the buckets known as the place to keep up with contrive and can supply the latest trends then there is no surmise that there is a market, a high schoolly profitable maven at that for profits to grow from. (Acito 2006)The development in market was in summing up held up by trade forecasters, with judgment foretelling selling in the UK to rise from 600 million to 12.5 billion by the year 2005.Nevertheless, New Media Age (2005) did make a note of a number of uncertainties about this marketplace, stating wearing apparel and trainers have a high rate of return in the broadcast order/home shopping world. Twenty year olds may be online and may have disposable income but they are not the master(prenominal) market associated with mail order. To date there is no one else doing anything uniform to boo.com. (Acito 2006)The three polar merchandising strategies utilise in global merchandising are characterized in different ways, have different aims and use different instruments for the achievement of set goals moreover, the targeted customer audience in the three cases is similarly different, and while standardized and concentrated global selling strategies are moderately similar, the standardized and differentiated strategies represent the two opposite risees to the general purpose of the marketing lead.However, all three strategies described are successful if decent applied, and the three examples of the global companies have proved this assumption.In reality, the choice of the global marketing strategy, depends on the specific characteristics of the company and the segments it wants to conquer if all segments are aimed, it is affirmable to create differentiated campaign with variety of products or standardized campaign appealing to the common interests of consumers concentrated strategy will work for the stamp down one large portion of one or several marketing segments.Boo.com had concentrated marketing strategy. Concentra ted global marketing is a lovely of the global marketing strategy which cannot be contrasted to the standardized ascend, but which is a different choice for the company which wants to achieve success in one single chosen global market segment.This kind of marketing is used when the organization has large character of market in one or several small segments opposed to the concentration of efforts in the small share of a large segment. (Kotabe & Helsen, 2004)Concentrated global marketing is effective for the companies with the expressage resources and for the companies of small business, but for the global companies it is essential to have a high reputation of the product.For example, the acquisition of the EnviroSystems by the Telecomm sales Network in 2006 has become one of the recent examples of the chosen concentrated marketing strategy on the global market it may be similar to the standardized ascend because it does not require changes in the strategy, but while the standa rdized approach is applied to all segments, the concentrated one is used only deep down the limited marketing segment or several segments. (Phillips, 2007)EnviroSystems is the company specializing in the production of disinfecting products, which presupposes in it that the company should use only concentrated approach due to the very special products it offers.