E-Business Analysis

This limit includes any tables, diagrams and appendices but excludes cover page, executive summary, table of contents, and reference list.

MKTG306 E-Marketing (S1/2015)
Individual Written Assignment: E-Business Analysis (25%)
Complete this assignment based on an industry of your choice.
*Examples of industries: electrical appliance, pharmaceutical, market research, fashion, music, movie, books/ publications, supermarket, education provider, travel, non-for profit, finance/bank, online dating, social networking sites, online gaming, auction etc.
Part A (Recommended page-length: 2)
Critically analyse the roles of internet in this industry. Has internet changed the way this industry operates in any significant ways?
Part B (Recommended page-length: 7)
Identify two competing e-businesses within this industry. To make your analysis more interesting, it is recommended that you choose two e-businesses with different positioning (See Lecture: STP & Positioning Strategy)
Critically analyse, compare and contrast the two e-businesses on their e-marketing mix strategy (e.g., product, price, distribution and communication). Draw insightful connections between your analysis and course materials.
In the conclusion of this assignment, (Recommended page-length: 1)
• provide a summary of your key findings / observations in a concise yet comprehensive manner
• In your opinion, does one of the businesses have more superior marketing mix strategy than its competitor? What makes you think so?

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