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Unit 12 P4 P5
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Btec Level 3 Business Unit 12
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In this assignment I will be discussing the benefits of Internet marketing to the business itself which issports direct. The benefits would be discussed in detail in regards to the availability, accessibility and the
efficiency of the business I would also be using a table to illustrate how the 7 p’s are benefited and what
opportunities they create. Afterwards I would be discussing how sports direct has benefitted from it,
keeping in mind the effectiveness, efficiency and its achievements.
Sports direct is a British retailing company which was founded in 1982 by Mike Ashley, now the company is
the U.K.'s largest sporting retailer and it operates over 500 stores worldwide with the revenue of £2186
million. It has more than 30,000 employees providing service for its consumers. It has its own
website (www.sportsdirect.com) which helps it to display their products online where customers can
see all their products which includes Nike, Slazenger etc. that the company owns.
Trading online gives business the chance to access new customers, in new markets on a global scale. Web
technology allows a business to present products and services in detail, together with the substantial with
the substantial supporting information which defines its product/service. Once this is done then the
business can use a well planned website to capture data about customers such as their name, address,
telephone numbers and email address. This helps the business to build up a database of customers, see
their shopping trends and award them free vouchers as well as giving them information regarding the latest
release products.
7p’s Benefits Opportunities
Product Sports direct is able to sell much Sports Direct has a great chance
more brands compare to what to communicate to its customers
they would sell in their shops, due in regards to their products. This
to less storage and display can help business to be closer to
issues. This helps them to sell its customers and clear their
more products because their doubts regarding any product. It
product range enhances as they can also help business to take
have more variety to display. new ideas, and recognize its
customers’ needs.
Price It benefits sports direct as As operating online is
they are able to have much cheaper for the
transparent pricing which business as they don't
allows them to build a have to pay rents or buy a
better relationship with building. They only have
customers as there are to hire a small number of
fewer chances of error. Staff to maintain their
They are also able to website. The numbers of
monitor the prices of their employees needed are
products and then change less in comparison to
the price according to the online, so it would also
demand for that product save business a good
easily. amount of money which
they can invest anywhere
else. As the cost
decreases, it can help
business set low prices for
their products and
increase their sales, hence
increasing profits. Online
marketing can also edge a
1
, Sports Direct as they can
compare their prices
online as many websites
offer comparison. Then it
can help set the prices
accordingly.
Place Another benefit to Sports Sports Direct can be
Direct is that as they have managed online without
an online website and an persuading to each and
application which they can every store to monitor
monitor anywhere they their sales etc. This can be
want; otherwise they a great opportunity as the
would have to monitor shareholders don't have to
stores on a regular basis. waste their time traveling
Online marketing is easy and monitoring. They can
to expand with minimal save their time and focus
costs as the company on other issues, such as
would just have to where to invest and what
advertise on social new areas should be
websites, Internet and included in their home
other websites. deliveries. As people buy
online, they need their
goods to be delivered as
well so the company can
think about delivering
goods faster, reliably and
to new locations.
Promotion Promotion is cost-effective The business can promote
online for Sports Direct as them via advertising
the only promote their online, so majority of
business and offers online. people can be aware of
They occasionally create the business. They can
TV advertisements to advertise on social
attract customers with big websites as they can
discounts, especially create their own page
during Christmas. This is a where they can advertise
very smart move as the about their products, new
customers are willing to technology and so on. On
shop, and throughout the special occasions like
year they look for Easter, Christmas or
Christmas where they can Boxing Day, customer can
buy the stuff they want in be given up to 50%
huge discounts, so the big discount on store and if
discounts are really they buy online they can
appealing to the be given up to 60%
customers. discount which will
enhance their online
shopping and will reduce
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