Question

For this discussion, imagine you are Garry Kelly and answer the following:

• What was the best way to utilize the Web site and Internet to attract and sell a varied range of products?
• How should Sears extend and enhance its business-to-business e-commerce initiatives to stay ahead of the pack and beat the competition?
• Could Sears utilize Lands’ End’s technological and operations capabilities to turn around its e-business?

Answer 1

What was the best way to utilize the Web site and Internet to attract and sell a varied range of products?

Online marketing or internet marketing helps you to reach to your target audience in a glance. This medium is best way to start promoting your product/service in your respective area and within your reach. Selling and promoting product online is very simple. To promote products we need to find out

Who is our target audience, what is our target demography is it only local area, city or state. To promote products best way is to go for PPC - Pay per click kind of the campaign wherein we define our marketing strategy and control budget and we pay only when potential buyer clicks on our advertisement.

How should Sears extend and enhance its business-to-business e-commerce initiatives to stay ahead of the pack and beat the competition?

There are several was to be ahead of competition like

Blogs Post & Articles: Just to get engaged with potential buyers a BlogSpot is helpful in promoting your e commerce business to business website having two way communications and be interactive and always be responded. It’s an engagement with our potential buyers which may help you in identifying what exactly is the current market demand so to cope up with business challenges.

Videos: A videos about what is your strength and how you are different from competition can also be helpful at same time a good video content can help you to ensure that all prospect buyers should be aware with your upcoming initiatives.

Keywords Research and Updation: one of the crucial way to be interactive is to ensure that your keep updating the keywords so that you should always appear on the first page while searching on different search engines.

Could Sears utilize Lands’ End’s technological and operations capabilities to turn around its e-business?

Following the step of establish player can be beneficial to your business only if you implement strategy in define way. There is no harm in learning from market leader and gain knowledge about the process and procedure one follow to be on the top. Implementing same policies, Sears need to identify the business need and if requirement is to apply the strategy one can go for it.