Internet Marketing Assignment - HND Assignment Help

Internet Marketing Assignment - HND Assignment Help:

Internet Marketing Assignment

Table of Contents

Introduction. 2

Task 1 and 2. 3

P1. Understand marketing through the internet 3

P 1.1 Explain the elements of internet marketing. 3

P 1.2 Evaluate the internet marketing mix. 4

P 1.3 Compare internet marketing tools – e-tools. 5

P 1.4 Examine interactive order processing. 6

P2. Be able to use the internet for promotion using digital marketing communications. 7

P 2.1 Demonstrate the mechanics of search engine marketing. 7

P 2.2 Write the copy for a suitable opt-in email marketing newsletter. 8

P 2.3 Follow guidelines for best practice in online public relations. 9

P 2.4 Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites  10

TASK 3 and 4. 11

P3. Be able to produce market research to support customer relationship management 11

P 3.1 Conduct secondary market research. 11

P 3.2 Design an online survey. 12

P 3.3 Demonstrate the use of electronic customer relationship marketing. 16

P4. Be able to design an internet marketing plan. 17

P 4.1 Produce an outline internet marketing plan. 17

Conclusion. 21

References. 22



marketing in present age provides one of the most economical and
suitable method so as to communicate the promotional message of the
organization to their intended consumer segment. Internet marketing
includes various tools such as email, search engine marketing and social
media marketing etc. Internet marketing is beneficial for marketers as
it is highly cost efficient and helps marketers to achieve their
marketing objectives by targeting their consumer segment (Scupola,

For the present context example of Nike has been chosen
which is into marketing of footwear, equipment, accessories and apparel
products etc. Nike is American multinational organization and is one of
the biggest suppliers of athletic apparel and shoes. Marketing
strategies adopted by Nike can be termed as the major growth factors for
the success of Nike in present age wherein suitable usage of internet
marketing has been done by Nike so as to enhance their sales and
strengthen their brand awareness among consumers.

Present paper
would evaluate the four learning outcomes mentioned below so as to know
about the internet marketing tactics adopted by Nike for marketing of
their products.

LO1. Understand marketing through the internet.

LO2. Be able to use the internet for promotion using digital marketing communications

LO3. Be able to produce market research to support customer relationship management

LO4. Be able to design an internet marketing plan

Task 1 and 2

P1. Understande-marketing elements

task of the present paper would examine the elements of internet
marketing as used by Nike for promotion of their products. Marketing mix
elements used for internet marketing would be explored for the company
and comparison would be made with the internet marketing tools. Finally
task 1 would evaluate the role of interactive order processing system in
overall marketing of products for Nike.

P 1.1 Explain the elements of internet marketing

are several elements of internet marketing through which marketers
deploy internet marketing for promotion of their products such as
e-commerce, e-business, macro & micro environmental factor affecting
internet marketing, digital marketing and benefits of internet
marketing (Thong, 2009). Digital marketing can be defined as the
marketing tactic which makes use of the electronic devices such as
personal computer, laptop, mobile phones, gaming console, tablets and
other handheld devices etc. Digital marketing platform used by Nike
include website, email, apps and social networks. E-commerce can be
defined as the process of trading products & services of the company
by making use of the computer network such as internet. Technology used
for e-commerce would include fund transfer through electronic mode,
mobile commerce, online transaction processing, electronic supply chain
management and electronic data interchange etc. E-business can be
defined as the appropriate application for the internet and
communication technology in business domain so as to support all
business activities. Nike seek numerous benefits through internet
marketing such as interactivity with consumers, accurate targeting for
their consumer segment, high reach for their marketing plan, extended
scope, immediacy and closed loop marketing wherein consumer feedback can
be gained so as to enhance useful of the products developed by Nike
(Tornatzky and Klein, 2012). Micro environmental factors affecting
internet marketing plan of Nike includes their ability to adapt advanced
technology, enriched content to involve consumers, well defined target
consumer segment and ability to react as per consumer demand. Macro
environmental factors affecting internet marketing plan for Nike
includes changes in technology, usage of electronic fund transfer &
paper money, internet security regulations and consumer privacy
protection act etc.

Competitors of Nike are the Adidas, FILA &
Reebook and all these competitors of Nike are making suitable use of
the e-marketing tools in order to enhance their marketing visibility and
develop smooth sales of the products. Reebok was the first athletic
shoe company which allowed their consumers to purchase through online
medium. Adidas was competing with Nike in US market which was full of
the online users and in order to promote their products through online
medium, Adidas bought Interactive Inc. FILA’s online marketing strategy
was such to complement its present business and an integrated marketing
campaign was developed.

P 1.2 Evaluate the internet marketing mix

makes use of the internet marketing mix elements for promotion of their
products wherein four elements of internet marketing mix for Nike as
described as under:

  • E-products: Nike
    creates product portfolio through online medium wherein consumers are
    not able to touch the products but images are provided to the consumers
    to check product suitability. In order to get away with the disadvantage
    of intangibility Nike provide clear information about the products they
    sold (Tornatzky and Fleischer, 2010). Products are also customized as
    per consumer needs by Nike wherein offers customized trainers in order to assess online user needs.
  • E-price: Nike
    makes use of the auction method for pricing of their products online
    wherein such tactics are used in order to attract consumer attention and
    enhance online sales of their products.
  • E-place: Nike
    is always considered as virtual organization wherein company has never
    known as factory and it always subcontract to the other manufacturer.
    Nike engages only in marketing, research and their brand management
    through online methods. Nike has developed their online sales portal
    which is also considered as the virtual organization so that consumers
    can directly make purchase through the portal.
  • E-promotion: Nike
    has always attracted consumer attention through usage of integrated
    online promotion tools such as social media, email marketing and search
    engine marketing etc. Some of the popular examples of digital marketing
    adopted by Nike include Livestrong, Fuel your team, The Chance, Time
    Square billboard, The Chosen, Nike Grid, #findgreatness, Free running
    and Catch the flash etc.

P 1.3 Compare internet marketing tools – e-tools

present internet marketing age, number of e-tools can be used by the
business organizations such as the interactive digital TV (iDTV),
Internet protocol television (IPTV), digital radio, WAP, Twitterfeed,
you tube, Facebook, Pinterest, RSS feed. Some of the internet marketing
tools are being use for the creation of content such as the word press
blog, pixetell, You tube, Facebook, Twitter, Pinterest and RSS feed
while some of the tools are being used by the online marketers in order
to analyse& monitor the performance of their internet marketing
tools such as mobile update tools, metrically and alert services etc.
Nike makes extensive use of four e-tools i.e. Facebook, Twitter,
Pinterest and Google+ (Wang et al, 2010).

Figure 1: Showing the Facebook page for Nike

Figure 2: Showing usage of Pinterest from Nike

into the competition from Adidas as compared to Nike, it is evident
that Adidas has higher amount of information on their website as
compared to Nike which is evident at their site
According to the Hubspot’s marketing grader Adidas is also engaged in
effective online marketing strategies and their online marketing score
is 74 as compared to 90 for Nike. As per analysis from, global
traffic score for the is 5386 and US score of 2289. In terms
of Facebook and Twitter also Adidas is having millions of followers but
Nike is having higher followers.

P 1.4 Examine interactive order processing

is one of the major shoe and apparel retailers in the world having
major part of their sales through online method. Nike has developed
exclusive portal for sales of their products which are offered to the
consumers from their online store along with the facility of
customization by consulting with the online trainers available at the
Nike website for the online users making their order through their
website (Jeyaraj et al, 2006). Nike makes use of the five steps in order
to accomplish online sales for their products. First step in online
sales is find product wherein with the help of toolbar given at the
website products are searched by category such as men, women and kids
etc. Products are added to the shopping cart in the second step by
selecting quantity, third step is checkout wherein users would be logged
into their Nike account. Fourth step would be delivery & payment
wherein consumer decide on the delivery address and make payment.
Payment can be done through several methods such as credit/debit card,
iDEAL, PayPal, gift card and promo code etc. In the final step,
consumers are allowed to review & submit their order so that they
are happy with their order.

Figure 3: Showing the online sales system for Nike

P2. Be able to use the internet for promotion using digital marketing communications

task would evaluate the usage of various internet marketing tools such
as search engine marketing, opt-in email marketing newsletter, online
public relations and file sharing sites etc. in context to Nike.

P 2.1 Demonstrate the mechanism of search engine marketing

engine marketing can be defined as the online promotional medium which
involves promotion of website for enhancing visibility in the search
engine result pages. These promotions are being done through the
advertisement and optimization process. Search engine optimization is
enhancing visibility of a website on search engine result pages with
unpaid medium. Some of the major advantages of SEO technique used by
Nike include low cost promotional technique, higher visibility,
reputation as best in industry and obtaining targeted audience
(Lee-Kelley et al, 2003). Disadvantages of SEO include unpredictable
position in search engine, time consuming process and usage of black hat
tactics used by the participants.

In order to look at the
mechanics of search engine marketing, search engine has robot program
which looks for information from site to site and page to page so as to
collect relevant information based on the keywords provided. A ranking
algorithm is being used by the search engine so as to list down the
pages and link for particular keywords. Relevancy calculations are being
made by the search engine so as to list down pages in rank based on the
content contained by billions of pages. Quality assessment is being
done by the search engine with given web pages. There are several factor
calculated basis site popularity and page ranking would be made on
these factors as well.

Figure 1 below shows the process adopted in
the search engine marketing which showcase the way in which internal
process takes place:

Figure 1: Showing the search engine marketing process

shown in the figure 1 above that keyword research is done by the online
marketers in order to understand relevant keywords and according to
these keywords site optimization would be done. Content pages included
in the site would be fine tuned according to these keywords. These pages
would be submitted to various search engines and tracking would be done
for the results.

P 2.2 Write the copy for a suitable opt-in email marketing newsletter

in email marketing newsletter are the marketing tactics when someone
offer option to receive bulk emails (email sent to many recipients at
the same time). A mailing list or newsletter list is developed through
which mail is sent to large number of potential consumers of the company
so as to provide them specific information regarding products of the
company (Mirchandani and Motwani, 2011). There can be two opt in i.e.
unconfirmed opt in and confirmed opt in. In unconfirmed opt in list
emails are provided to the software and there are no attempt made to
ensure that the email relates to the right person. In confirmed opt in
list software would first confirm that the email relates to the right

One of the possible examples for the suitable opt-in email marketing newsletter for Nike can be given as under:


Browse the collections in the spring 2015 eCatalog

Pick out spring time outfit by flipping through the pages. Browse now>>>

P 2.3 Follow guidelines for best practice in online public relations

PR has the similar objective as of traditional PR i.e. to influence the
people instead of placing brand content. Online PR would include online
pick up or may be social media. Often online PR targets the online
properties. Some of the common online PR channels include industry
websites, twitter feeds, wikis, blogs and topical website etc. Some of
the common advantages of online PR include referrals with trust, high
effectiveness, high reach, low cost, another channel for communication
and interconnection with target audience. Some of the major
disadvantages of online PR include large number of sources, massive
criticism and inability to respond 100% with high effect. Best practice
in online PR would include viral marketing campaign, usage of offline
techniques to support online media, online partnership & affiliation
and mobile commerce etc. E-tools would enhance the public awareness and
image for the organization so as to create a suitable image.

P 2.4 Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites

sharing can be considered as the practice of providing access to
digital media such as multimedia content, documents and computer
programs so as to develop internet as community for mutual benefits.
Some of the common examples of file sharing sites include You Tube,
Twitter and Flickr. Customers uploading and using content through such
sites would be the owner of such content and file shared by them. Such
file sharing services are important for the business organization as
they can make use of such services and to protect and maintain company’s
data despite of their limited capacity and desire to maintain on site
technology (Olsen & Johnson, 2013). Some of the common examples of
file sharing services used in the business include Dropbox for business,
SugarSync for business and Google Drive etc. Businesses can also use
these techniques in order to manage their online reputation wherein they
can safeguard their data and showcase capability to maintain user data
as well. Nike is making use of the social media wherein there are
millions of fans at Facebook and twitter. File sharing servers are
developed by Nike in order to maintain information security for the
online consumers.

TASK 3 and 4

P3. Be able to produce market research to support customer relationship management

task would be related with one of the major retail giant named Walmart
wherein company is dealing in retail industry across the world. Walmart
is involved into extensive market research so as to support customer
relationship management strategy of the organization so as to understand
consumer needs and offering products & services in accordance to
the consumer need. Such market research helps Walmart to enhance
customer satisfaction and build a loyal customer base.

P 3.1 Conduct secondary market research

order to conduct the secondary market research regarding customer
relationship management of Walmart several sources such as journals,
research papers, online resources and news articles have been referred.
It has been revealed through secondary resources that Walmart makes use
of the customer need assessment parameter through various customer
preference based researches and by understanding consumer behaviour at
purchase and consumer desire for the value proposition. With the help of
secondary research qualitative data has been collected which provides
the ways and effectiveness for the CRM strategies deployed by Walmart.
Walmart has deployed nationwide loyalty program in UK so that a loyal
consumer base can be developed and consumers can be offered benefits for
the bulk purchase through Walmart stores. Further in order to deploy
the customer relationship management Walmart makes use of the high end
technology which provides customer detail and past purchase history so
that basis on this consumer’s buying behaviour can be identified.
Further mobile applications and online customer connection tools would
help in order to know feedback of consumers regarding products offered
by Walmart (Pan and Jang, 2008). Further secondary research data can be
collected through several online tools available such as the blogs,
Google insight & trends, research communities and results of online
research etc. These online tools are helpful in order to gain access to
the qualitative and quantitative data required for the Walmart so that
customer satisfaction can be assessed. Marketing research has immense
importance for the Walmart as it explore overall consumer satisfaction
among its consumers and based on the consumer satisfaction regarding
product, pricing, promotion and place, strategy of the marketing mix can
be devised by Walmart.

P 3.2 Design an online survey

research survey can be designed in order to assess the consumer
satisfaction towards the value offered made by Walmart for its consumers
in terms of the quality of goods, pricing, quality of staff, and high
end technology to provide consumer information and past purchase
history. Online survey is being designed by Walmart on its blogs and
website so as to gain information from the consumers after their
purchase. Online surveys are being conducted so that consumers can fill
in the survey so as to provide their views on the value offering of
Walmart and company encourage consumers to provide their views by
offering gift vouchers for filling up the surveys (Peppers and Rogers,

There can be open ended and closed ended questions which
may be used in order to assess the customer satisfaction of Walmart.
Example of open ended and closed ended questions for assessment of
customer satisfaction is as given under:

Closed ended question

  1. Do you agree that pricing adopted by Walmart offers value for money
  2. Strongly agree
  3. Agree
  4. Somewhat agree
  5. Disagree
  6. Strongly disagree
Open ended question

  1. According to you how staff can be trained so as to enhance customer satisfaction?
group research can be carried out by developing an interactive session
with the respondents so as to get focused discussion on the various
aspects inquired by the marketers. Listening labs are the effective
tools which are being used by marketers so as to assess consumer
satisfaction parameter. Listening labs can be considered as the
strategic customer focused usability tests. In these usability tests
moderator would avoid directions to the consumers (Rogers, 2005). There
are several steps adopted by Walmart for the online marketing research
and these includes establishing the goal and for present context goal of
online marketing research is to analyse the overall customer
satisfaction so that Walmart can enhance sales of their product by
developing loyal customer base. A sample size is chosen in order to
carry out primary research wherein sample would be contacted in order to
obtain details through survey or focused group discussion method.
Survey is being designed by the various online tools such as
A pre-test is being done by the researcher so as to pilot test the
questionnaire as this would help in order to know about ease of
understanding for the questionnaire. Further data is being collected
through survey or interview method in form of qualitative or
quantitative data. This data would be analysed by making use of the
range of analysis tools so that objectives of the research can be
attained through analysis of data collected in the research. Reports are
prepared based on the result obtained so as to provide them to decision
making units.

Survey has been designed for the present context through so as to assess the customer satisfaction for Walmart and link is

Customer satisfaction survey, Walmart

  1. Have you ever visited Walmart Store?


Don’t remember

  1. Overall, are you satisfied, dissatisfied, or neither satisfied nor dissatisfied with Walmart pricing?
Quite satisfied

Somewhat satisfied

Neither satisfied nor dissatisfied

Somewhat dissatisfied

Quite dissatisfied

Extremely dissatisfied

  1. How do you perceive quality of goods sold at Walmart?
How do you perceive quality of goods sold at Walmart?  Very good


Very Bad
  1. Do you think staff working at Walmart is well behaved and trained?
Do you think staff working at Walmart is well behaved and trained?  Yes


  1. Rate your overall satisfaction with Walmart basis pricing, product quality and employee behaviour
1 2 3 7-10

1 2 3 4-6

1 2 3 1-4

  1. Rate three top retailers from 1 to 3 in terms of best customer satisfaction. 1 would represent best
1 2 3 Walmart

1 2 3 Tesco

1 2 3 K-Mart

7. Do you agree pricing charged by Walmart is their biggest USP?

  1. a) Strongly agree
  2. b) Agree
  3. c) Neutral
  4. d) Disagree
  5. e) Strongly disagree
  6. Do you thing marketing promotions (sales discount and schemes) offered by Walmart are suitable for you?
  7. a) Strongly agree
  8. b) Agree
  9. c) Neutral
  10. d) Disagree
  11. e) Strongly disagree

P 3.3 Demonstrate the use of electronic customer relationship marketing

relationship management can be considered as the corporate strategy
which emphasize on the development of customer relationship. Electronic
CRM is defined as the marketing tools and techniques used over internet
such as the email, data collection, website, warehousing and data mining
etc. Electronic CRM is developed to build strong relationship so as to
enhance overall potential for the consumer. E-CRM strategy deployed by
Walmart is a combination of people, process and technology so as to
build a better relationship between buyer and seller (Hamid and Kassim,
2004). E-CRM deployed by Walmart is as a result of the advancement in
technology and shift of focus from Walmart towards customer centric
processes in order to enhance consumer satisfaction towards the products
and services offered by Walmart. Looking from the marketing perspective
E-CRM used by Walmart comes as the software tool which is used by the
organization so as to enhance customer relationship so that a portfolio
of loyal consumers can be developed by the organization in order to
build competitive advantage through loyal consumer base of the
organization. The major benefit of implementing e-CRM is to gain the
e-loyalty from the consumers for the organization. Deploying e-CRM for
the consumers would help in order to enhance understanding of consumers
to the business organization so that organization can have better value
offering for the consumers based on their buying behaviour and buying
preferences. For example, E-CRM managed by Walmart is such that it
stores the past purchase behaviour of consumers and consumer preference
for particular brand of goods so that next time when consumer comes in
the Walmart store appropriate suggestions can be offered to the
consumers which are matching with the past purchase behaviour of
consumer. This would help in order to enhance the overall sales for the
Walmart as consumers would be able to get product suggestions as per
their likeliness. Further consumers would be happy to share the
information through e-CRM tool deployed by the organization in place of
the physical contact made with the consumers so as to reveal information
about their preference of particular products. In addition to this,
knowing about consumer preference would also help Walmart to design
pricing and promotion strategy in accordance to the consumers. For
example, based on the overall past purchase behaviour for the particular
consumer self-service kiosk would provide suggestions for the goods as
per particular price and brand so that consumers can adopt these goods
to enhance overall wallet share for Walmart (Ahn et al, 2013).

addition to this, there are security issues attached with the e-CRM
deployed by the organization as such open networks sometime lead to data
theft from the system of the organization along with important
financial details regarding customer. Further Walmart needs to engage
into the permission marketing i.e. to gain access to consumer
information by their permission and consumer should be given the right
to share their personal information with particular organization.
Transaction security and information security rules made in UK as per UK
data protection act should be adopted by Walmart so that there are no
adverse implications for the organization in future.

P4. Be able to design an internet marketing plan

section of the paper would address the internet marketing plan deployed
by Walmart in order to enhance their sales with increasing market
competition in retail industry. Due to large number of players in the
retail industry market share and sales for the Walmart is declining and
in order to enhance the sales and market share for Walmart internet
marketing plan has been deployed by the Walmart.

P 4.1 Produce an outline internet marketing plan

marketing plan outline for Walmart would be developed by first looking
into the situational analysis. At present there is stiff competition in
the retail industry with several well established players offering
strong competition and new entrants are coming into industry with their
unique positioning which makes difficult for Walmart to maintain their
market share intact.

SWOT analysis of Walmart is as under:

·         Strong brand name in retail industry

·         High end technology

·         Supplier relationship

·         Good perception among consumers

·         Value proposition

·         Strong presence

·         Maintenance of customer data
·         Resistance from community members for anti-Walmart campaign

·         Exit from Germany

·         Non maintenance of legal regulations
·         To expand in developing countries such as India and China

·         To expand the product portfolio of the organization

·         To deploy technology for CRM activities

·         Opt in email campaign
·         Stiff competition from market players in retail industry

·         Legal obligations from health & safety and labour issues
PESTEL Analysis

factors such as the government policies and stability of the government
would ensure that there are higher business opportunities for Walmart.
Economic factors such as the interest rate, inflation and spending
income would decide over the future course of action taken and depending
upon the direction these can prove favourable or unfavourable. Social
factor include consumer behaviour for the purchase and shows higher
inclination of consumers towards discounted goods. Technological factors
include technology deployed by Walmart which is helping consumers to
buy through self service and e-inventory methods.

analysis for Walmart can be done in order to evaluate the PESTEL factors
as to deploy the internet marketing plan for Walmart so as to enhance
sales by achieving higher degree of customer satisfaction. Technology
would be major enabling element so as to provide low cost through e-SCM
and e-CRM tool would help in understanding consumer behaviour (Al-Qirim,
2006). Economic factors such as low cost would be helpful for Walmart
to attract consumers. Legal and social factors would be of immense
importance as the internet marketing tools deployed by the organization
should be as per consumer permission and should not create privacy
threat for the consumers.

Competitor analysis for Walmart contains
several retail industry organizations such as K-Mart, Tesco, Publix,
Target and ShopKo etc. Further competitors for Walmart would differ from
one country to another as in UK the major competitor for Walmart is
Tesco (Chaston and Mangles, 2013).

Online marketing plan deployed
for Walmart would include the objective setting process wherein first
targets for the present campaign would be deployed and objectives for
the present campaign is as under:

  • To maintain market share of Walmart intact
  • To enhance consumer satisfaction by knowing consumer purchase behaviour
  • To maintain separate brand identity for Walmart so as to differ themselves from the other market competitors in retail industry
channels deployed by Walmart need to be understood such as texting and
segmentation process adopted by the organization should be as per the
channel deployed by Walmart for their consumers. Media use for the
online marketing such as pay per click, email marketing or social media
marketing should be decided based on the effectiveness for particular
method of media and cost incurred for the promotion activities. Consumer
feedback methods need to be deployed through online survey or social
media methods so that continuous product improvement can be done for
Walmart (Chong, 2014).


the present context examples of two organizations have been taken in
order to understand the internet marketing tactics adopted by the two
organizations i.e. Nike and Walmart. It has been revealed that internet
marketing practice adopted in context to the two organizations differ
significantly as compared to the traditional marketing practice adopted
by the business organizations.


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