Question

Michael Porter suggests seven ways in which companies can incorporate E-marketing into marketing and sales activities (Section 11-2). Choose an organization that has an online presence and provide real-world examples for two of these methods. Explain how/why these methods are appropriate for your chosen organization.

Answer 1

E-marketing has been a trend that has been followed by many companies in today's scenario. Each organisation wants to address the larger market they can, and provide services to as many customers as they want as they need to increase their market share in this competitive environment.

One such organisation that does online marketing of their products and services is Adobe. Adobe works through Channel partners and dealers in the corporate environment i.e. while serving to corporate customers, but for the individual or retail segment, they provide services through their online portal. They have dedicated teams set up to generate business and also support customers on any issues that arise.

By doing this, they capture the entire market which consists of corporates and individuals. Although Adobe enjoys a monopoly in their field, they are well aware that many organisations want to compete with them by launching similar products in the market at a much lesser cost. If the situation comes where Adobe has to compete, they should be having good amount of loyal customers and for doing that they have setup a strong support team which are in touch with all their customers resolving queries, updating on new products and services and guiding them to purchase the most appropriate product. Also, Adobe has been continuously inventing in their range of products they offer.

These methods are appropriate for Adobe because there has been a lot of users who have using trial packs and keep on using the same through different sources which does not bring revenue to the organisation. By deploying dedicated teams to follow up with customers and convincing them to buy the full version of the softwares at reasonable prices helps Adobe generate revenue.