Sadia Hussain Unit 33
Competitive pressures to develop use of e-business
Apple is an American multinational technology company that sells many
different products such as iPhones, laptops, computers, TVs and other
accessories. Apple is considered one of the big four companies alongside
Amazon, Microsoft and Google. Tesco is a British multinational supermarket
that sells mainly groceries, homeware, electronics, clothes and much more.
Tesco is the leading grocery retailer in the UK, it is one of the big four
supermarkets alongside Asda, Sainsbury’s and Morrisons.
There are many pressures on Apple and Tesco to carry out marketing on the
World Wide Web. One pressure on both businesses is the increase of social
media use. A lot of people around the world use social media such as Facebook
and Instagram. In 2019, there were 3.5 billion social media users worldwide.
This is a pressure for both Tesco and Apple because it means they need to use
more of social media when marketing on the internet in order to market
effectively and get results, such as creating posts promoting their products, as
there are a lot of people using social media, which means a lot of people, will
see the advertisements. If they do not, they will miss out on a lot of exposure.
Another pressure on both Apple and Tesco is globalisation.
Apple and Tesco are both international companies. Apple operates in 24
different countries and Tesco operates in 13 countries, the only British
supermarket to operate overseas. The internet allows both businesses to
market effectively to their target market around the world, reach more people
and also to stay connected, this is because everyone around have access to the
internet.
Another pressure on both Apple and Tesco to carry out marketing on the
internet is that people prefer shopping online, as it much easier. People are
usually able to find items using search, and do not have to travel anywhere.
This is a pressure to both Apple and Tesco as it means that the businesses have
to market online in order to satisfy the customers.
Using internet marketing, Apple and Tesco are easily able to gather data of
consumers, in many ways such as cookies, emails and sign - up details. One
way both businesses gather information is by using cookies. Cookies are files
that are downloaded in each user’s computer’s browser when they visit a
website. They are created in the user’s computer when a user visits a website
by using the browser, in order to track the movements of the user and tailor
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