This study analyses the reasons and how to integrate successfully the Internet in the
brand strategy of a small enterprise in order to maximise the effects resulting thereof as an
effective brand-building tool. To understand clearly the issues of the Internet integration in a
small enterprise, the study considers a theoretical approach and a practical case of a small
business called Bambino Mio Ltd. This firm is producing cotton nappies and distributing them
in the UK and Spain (and soon in Europe). Its channels of distribution are, on the one hand,
classic with distributors and on the other hand through Internet, which provides the user detailed
product information and a limited possibility to purchase online.
Before starting the analysis of the different marketing aspects related to the Internet, the
study exposes the key brand elements being the source of a successful migration of the Small
and Medium Enterprise's (SME) offline brand to the Web. In addition, it appears that the notion
of small and medium enterprise is not only a moderator in term of Internet and marketing
opportunity, but implies a different approach of the problem due to the particular constraints
related to the sector of SMEs. This kind of organisation has to proceed primarily through an
evaluation of its situation in term of market position (level of competition, life-stage of the
products and of the firm) and then define the profile of its target market in terms of geographic,
demographic, psychographic and behaviouristic segmentation.
The results of this first part will help the ‘manager-owner’ to define his brand identity,
fundamental notion about the products, which will be used to build the Internet’s branding
strategy to have a consistent and convenient message. Then the branding section will explain
how to define the 6 facets of the brand identity prism and the tangible aspects of the brand.
The study considers then the reasons encouraging SMEs to integrate the Internet. First
of all, in connection with the previous part, the influences of the Web on strategic branding is
analysed partly in order to identify the consequences of the migration of the brand from the
tangible world to the virtual one. Actually this transformation implies several kinds of gains
such as cost reductions, ability for SMEs to compete at the same level as large companies and
improve the communication (one-to-one and many-to-many models) amongst others. [...]
Inhaltsverzeichnis (Table of Contents)
- Approach of the dissertation
- Content
- Pages
- Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise.
- Introduction of the classical situation of Small Enterprises, in terms of constraints and limitations.
- Position of the Enterprise in the Market
- Level of Competition (Five Forces of M. Porter)
- Product Life-Cycle
- SME's Life-Cycle
- Target Market Analysis
- Geographic Analysis
- Demographic Analysis
- Psychographic Analysis
- Behaviouristic Analysis
- Brand Identity, Brand Equity and their Adaptation
- Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
- Branding on the Internet
- 6C's of Bocij et al.
- Cost reduction
- Capability
- Competitive advantage
- Communication improvement
- Control
- Customer Service improvement
- Brand building tool and position reinforcement
- Market penetration
- Market development
- Product development
- Diversification
- Disintermediation
- Internet Marketing Communications Strategy
- SME Barriers to exporting
- Psychological Barrier
- Operational Barrier
- Organisational Barrier
- Product/Market Barrier
- Time and Space Barrier
- Moderators of the Integration of the Internet in a Small Enterprises.
- Risk of << marketing myopia >>
- Risk linked with the development of the site web
- Consumer fears
- The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
- E-Marketing Fundamental
- The 7Cs' Framework
- Convenience
- Content
- The importance of brand strategy for small enterprises in the digital age.
- The challenges and opportunities of integrating the Internet into a small business's marketing strategy.
- Building a strong brand identity online and maximizing brand awareness through digital platforms.
- The use of online tools and strategies to enhance customer relationships and loyalty.
- The specific considerations for small enterprises when using the Internet for branding and marketing.
- Approach of the dissertation: This chapter outlines the content and structure of the dissertation. It provides a brief overview of the case study, Bambino Mio Ltd., and introduces the key themes to be explored.
- Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise: This chapter explores the traditional marketing strategies used by small businesses, focusing on aspects such as market analysis, target audience identification, and brand identity development.
- Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise: This chapter delves into the benefits of integrating the Internet into a small enterprise's branding strategy. It discusses the advantages of online branding, including cost reduction, increased reach, improved communication, and enhanced customer relationships.
- The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise: This chapter analyzes the practical implications of using the Internet for branding and marketing purposes. It focuses on specific strategies and frameworks for e-marketing, including the 7Cs model and the importance of a strong online presence.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to analyze the marketing issues surrounding the integration of the Internet into the brand strategy of a small enterprise. It uses the example of Bambino Mio Ltd., a small English company exporting cotton nappies, to illustrate these challenges. The research explores both theoretical aspects of e-brand management and the practical implications for a small business aiming to expand its brand across Continental Europe.
Zusammenfassung der Kapitel (Chapter Summaries)
Schlüsselwörter (Keywords)
This dissertation focuses on the key themes of e-brand management, small enterprises, online marketing, brand strategy, customer relationship management, and the digital marketplace. It explores the challenges and opportunities of integrating the Internet into a small business's brand strategy and analyzes the specific considerations for success in the digital age.
- Arbeit zitieren
- Alexandre Georjon (Autor:in), Antoinette Schroots (Autor:in), 2004, Strategic e-brand management for small enterprises, München, GRIN Verlag, https://www.grin.com/document/21796
