Introduction
This report has been conducted in order to evaluate Suitshop website and to give them advice on what improvements can be made against the criteria that has been established from the theories which are branding, internet marketing strategies and marketing mix. The report will take into account the internet marketing concept. Suitshop website is not popular among consumers at the moment and is struggling with top competitors like Debenhams and Next online who are leading suit retailers in the marketplace. .
Methodology
SWOT analysis
This technique will be used in order to evaluate Suitsho's online presence and a internal analysis enables the Suitshop to identify their strengths and weaknesses which are both internal issues where they can only succeed or fail. The internal areas enable the business to build upon their strengths and opportunities in order to overcome their weaknesses. Strengths can be used in order for Suitshop to be able to work towards their opportunities that have been identified. These opportunities are produced through external elements. Weaknesses might be able to present the business with threats. However, if the business is under performing in certain areas this might be able to lead to a threat, which they are unable to overcome.
Strength ? have built up brand awareness
Weaknesses ? don't have enough marketing presence online
Opportunity ? they can expand further for future success
Threats ? a large competitor can wipe them out from the market
Online marketing mix
The traditional marketing mix has been chosen to evaluate Suitshop's website. The main 4P's are product, price, promotion and place this was created by Jerome McCarthy (1960) in order to implement the marketing st ...