It is easier to start a business applying the marketing strategies of other companies, which are proved to be effective within time. For instance, it goes without saying that internet retailing becomes more and more popular nowadays, because it has obvious advantages. First and foremost, it saves consumers’ time and provides an opportunity to shop wherever and whenever without being limited by working hours or inconvenient routs. Moreover, e-retailing is about making a decision without any kind of pressure from sellers or other buyers; yet the task of the internet business owners is to create favorable conditions for successful selling. In other words, the main task of the entrepreneurs is to make their goods “sticky” and “contagious”. However, the first step should be community’s observation aimed at detecting the needs of a certain consumer environment. To identify customers’ preferences, a future business owner may implement traditional survey methods like conducting an interview with buyers and/or reading the relevant literature. Besides, more often than not, for this purpose, one can use simple observation of the buyers’ baskets in the supermarkets or the list of the goods which both small shops and large shopping malls propose. The given strategy refers to the utilization of successful business performance, which saves new entrepreneur’s time and efforts and, thus, gives better odds for the prospected affair to be successful. As soon as one has a list of the products that are in demand, it is important to evaluate them in terms of transporting and storage particularities. Taking this into account helps to eliminate potential wastages. For instance, coffee in a plastic bag is more sustainable than milk, sweets, or grocery products, not talking about the pharmacy goods. In addition, wholesale purchase with the further packing may be more profitable than wholesale purchase of already packed goods, because, in the first case, the entrepreneur is capable to choose the packing materials of various price ranges. That is why negotiating e-retailing of tea and coffee products can be a good option for those who want to start internet business. For example, the entrepreneur makes wholesale purchase of different kinds of tea and coffee, buy packing materials, weight and pack it, and sell with the help of internet to consumers.
Hence, even if a certain commodity is in the demand, new owner of internet business is going to endure the pressure of competition. In the presented case, the potential competitors are current coffee/tea e-retailing sites, coffee shops, and the relevant departments of the supermarkets and/or shopping malls. Moreover, other potential rivals are the similar business, which may appear in the future. Therefore, in order to remain competitive, one should know and successfully implement the basics of marketing strategies. As it was mentioned above, one of the position strategies is “a positioning strategy based on competitors”. It presumes that the business owners study competitors’ performance and use the most successful concepts and principles in order to advertise their businesses. Another approach is “positioning strategy based on product class”, for instance, “freeze dried coffee needed to positions itself with respect to regular and instant coffee”. The implementation of the given strategy in practice may presume the collaboration with other food suppliers either online or actual shops’ owners. In addition, pricing as a positioning strategy can be applied creating differentiation of tea/coffee products’ costs. Taking into account the fact that most people tend to believe that expensive commodities are of a better quality, the given approach is aimed at creating beneficial environment in the two following cases. Firstly, pricing strategy attracts people of different social groups with diverse incomes. Secondly, it makes the same impact on two opposite groups: those, who are ready to pay more for quality and, vice versa, those, who prefer to buy more for a reduced price. Consequently, utilizing “product characteristics as positioning strategy” (Bhasin, 2010) such as economy or quality of a certain coffee brand, one can achieve competitive sustainability.
Taking into consideration the given theoretical material, the positioning of tea/coffee e-retailing requires the following practical steps. The first task is to elaborate the site and fill it in with the relevant information (pictures, texts, videos); in order to excel on this stage, the entrepreneurs should remember that the entire context is supposed to carry a certain message. Thus, every detail such as color, pictures’ background, the font, and the tone of the text –everything is essential for creating the right concept. Therefore, it is important to keep in mind the following questions: What is the company? What does it provide? Who are its clients? What do they need? Why should they be interested in the given goods? Moreover, it is crucial to pick up a good name, for instance, Teacoff-land, in order to make clear what the site sells. Besides, the proper domain name makes the site easier to be found by potential consumers. In addition, it is relevant to imply to “freebie marketing” strategy, which presumes that “a particular item is sold at low rates, or is given away free, to boost the sales of another complimentary item or service”. Unlike “freebie marketing” that is based on the complementary approach, “free sample marketing” implies “giving away a free sample of the product to influence the consumer to make the purchase” (Types of Marketing, 2013). For instance, new samples of tea or coffee can be attached for free to the main consumer’s order.
To sum up, it is relevant to set short, medium, and long-term steps of Internet business development. The short-term steps contain market survey, detecting the consumers’ demand for goods and evaluation potential risks. Moreover, the short-term steps include the process of site elaboration as well as the creation and development of marketing positioning. The medium-term steps presume the implementation of different advertisement strategies aimed to strengthen business position in a certain community. As for the long-term steps, they are about keeping competitive sustainability by maintaining corporate responsibility including ethical and philanthropic approaches. Besides, the long-term steps focus on selling’s growth by attracting new consumers.
About the Author
Nancy Bauman is a financial analyst and accounting expert. She is also an expert on business ethics and is constantly participating in university conferences as a member of the Educated Youth Movement. She regularly contributes articles related to business and loans at advanced-writer.com