DAYNA TYE
U12: INTERNET MARKETING | A4:
CHALLENGES
pg. 1
, Contents
Introduction...........................................................................................................................................3
Competition through global website visibility........................................................................................4
DISINTERMEDIATION AND CHANNEL CONFLICT................................................................................4
PAYMENT SECURITY...........................................................................................................................4
MEETING CUSTOMER EXPECTATIONS................................................................................................4
OVERLOAD OF MARKET FEEDBACK....................................................................................................4
KEEPING PACE WITH TECHNOLOGICAL CHANGE................................................................................5
ENSURING MAXIMUM EXPOSURE THROUGH ISPs AND SEARCH ENGINES........................................5
Internet Service Providers..............................................................................................................5
Search engines...............................................................................................................................5
SECURITY AND PAYMENT SYSTEMS....................................................................................................6
LEGAL COMPLEXITY...........................................................................................................................6
LINGUISTIC AND CULTURAL SENSITIVITY...........................................................................................7
CULTUAL ATTITUDES TO PAYMENTS...................................................................................................7
CULTURAL ISSUES FOR DESIGNERS AND MARKETERS........................................................................8
Bibliography/References........................................................................................................................8
pg. 2
, Introduction
In this assignment, I will be looking at the challenges faced by a business when
using Internet Marketing. I am going to be looking at Disney and how their
Internet Marketing is successful.
While the internet offers marketing benefits and opportunities, it also throws up
many challenges generated by an increasingly global marketplace. These
challenges have to be prepared for, faced and overcome if a business is to
compete successfully in the online world.
Traditional thinking about business activity looks at the chain
of value-adding processes the organisation undertakes – for
example:
- Acquiring materials
- Storing materials
- Working with materials to produce something
- Packaging the product
- Warehousing (storing) it
- Marketing it
- Selling it
- Moving it
Disney is a very big company and of course, they rely on all
things Disney is order to make sure they
stay a successful company. Disney uses
the Internet in order to market all of their
Disney parks including Disneyland Park
(California), Disneyland Paris and Walt
Disney World Resort (Florida). They use the
internet in order to make these places look
appealing so people would like to go there.
Disney is a worldwide company and
everybody knows about it due to their
theme parks, films, etc. Because Disney is
such a big company, it can be known in
lots of different places. Disney mostly use
social media in order to entice their audience.
Disney only have one big competitor and that is Universal. They both do the
same thing and they both have theme parks in the same areas therefore people
would like to visit both of them. Of course, Disney is a lot bigger than Universal
so they are not huge competition but they are still there and some people may
prefer Universal to Disney.
http://facebook.com / http://twitter.com
pg. 3
U12: INTERNET MARKETING | A4:
CHALLENGES
pg. 1
, Contents
Introduction...........................................................................................................................................3
Competition through global website visibility........................................................................................4
DISINTERMEDIATION AND CHANNEL CONFLICT................................................................................4
PAYMENT SECURITY...........................................................................................................................4
MEETING CUSTOMER EXPECTATIONS................................................................................................4
OVERLOAD OF MARKET FEEDBACK....................................................................................................4
KEEPING PACE WITH TECHNOLOGICAL CHANGE................................................................................5
ENSURING MAXIMUM EXPOSURE THROUGH ISPs AND SEARCH ENGINES........................................5
Internet Service Providers..............................................................................................................5
Search engines...............................................................................................................................5
SECURITY AND PAYMENT SYSTEMS....................................................................................................6
LEGAL COMPLEXITY...........................................................................................................................6
LINGUISTIC AND CULTURAL SENSITIVITY...........................................................................................7
CULTUAL ATTITUDES TO PAYMENTS...................................................................................................7
CULTURAL ISSUES FOR DESIGNERS AND MARKETERS........................................................................8
Bibliography/References........................................................................................................................8
pg. 2
, Introduction
In this assignment, I will be looking at the challenges faced by a business when
using Internet Marketing. I am going to be looking at Disney and how their
Internet Marketing is successful.
While the internet offers marketing benefits and opportunities, it also throws up
many challenges generated by an increasingly global marketplace. These
challenges have to be prepared for, faced and overcome if a business is to
compete successfully in the online world.
Traditional thinking about business activity looks at the chain
of value-adding processes the organisation undertakes – for
example:
- Acquiring materials
- Storing materials
- Working with materials to produce something
- Packaging the product
- Warehousing (storing) it
- Marketing it
- Selling it
- Moving it
Disney is a very big company and of course, they rely on all
things Disney is order to make sure they
stay a successful company. Disney uses
the Internet in order to market all of their
Disney parks including Disneyland Park
(California), Disneyland Paris and Walt
Disney World Resort (Florida). They use the
internet in order to make these places look
appealing so people would like to go there.
Disney is a worldwide company and
everybody knows about it due to their
theme parks, films, etc. Because Disney is
such a big company, it can be known in
lots of different places. Disney mostly use
social media in order to entice their audience.
Disney only have one big competitor and that is Universal. They both do the
same thing and they both have theme parks in the same areas therefore people
would like to visit both of them. Of course, Disney is a lot bigger than Universal
so they are not huge competition but they are still there and some people may
prefer Universal to Disney.
http://facebook.com / http://twitter.com
pg. 3
