Plan Electronic Marketing Communications BSBMKG510A
E-Marketing Report
1. Analyse the current market situation

Competitor Websites

Online bicycle stores Strengths
Weaknesses
The bicycle store
It is easy to navigate around their site. The overall content is very informative.
The design of the website is nothing special. It is not that innovative and could have 360 degree views of the bicycles.
Giant
It is very easy to navigate around their website. The content is great and very detailed.
The website could be more interactive by adding videos of the bikes in action. The design although is fairly good is nothing special for such a well known brand.
Felt
They have used the technology is good they have slideshow of athletes with felt bikes.
It is hard to navigate around the website. The website isn’t that innovative could improve it by adding blogs and videos.
Repco Sport
The website is really easy to navigate around. The content is fairly good.
The design is really lacking. It is not innovative at all.

Competitor Website Design

Online bicycle stores Design
Ease of use
Interactivity
Innovation
Content
Use of technology (e.g. flash)
The bicycle store
3
5
3
2
5
3
Giant
4
5
3
5
5
4
Felt
3
1
4
2
4
5
Repco Sport
1
4
2
1
3
2
Key
Rating (1 low, 5 high)

Comparing all the competitor websites out there Giant has the most comprehensive website. They have great content and fairly innovative.

Role of online purchases

The online purchases are to help the time poor society of today. People simply do not have the time to go to store after store to purchase a bike.

Target audience’s use of websites

Online bicycle stores Information gatherer
Purchase

Price comparison

The bicycle store
5
5
5
Giant
5
1
5
Felt
5
1
1
Repco Sport
4
1
1
Key
Rating (1 low, 5 high)

All sites are mostly information gatherers they notify the consumer of the details and specifications of each bicycle. The bicycle store is the only website you can buy direct from the others do not offer this service. Except for the bicycle store the other websites redirect you to their distributors that actually sell the bikes.

Information profiles on the products

Online bicycle stores Technical Specifications
Market Segmentation
Price
The bicycle store
4
5
5
Giant
5
5
5
Felt
5
5
1
Repco Sport
3
5
1
Key
Rating (1 low, 5 high)

All sites are good at notifying the consumer of the details and specifications of each bicycle. The bicycle store and Giant are the best sites to get prices from. The bicycle store and Giant are the only websites that offer a price on all of their products.

Brand vs. look vs. influence on the buyer

Online bicycle stores Brand
Look of Website
Influence on buyer
The bicycle