E- Marketing Plan for Buena Vista Bungalows

GRIFFITH UNIVERSITY

GRIFFITH BUSINESS SCHOLL

DEPARTMENT OF MARKETING

3040MKT Interactive/ Internet Marketing

Semester 1, 2007

Group assignment

E- Marketing Plan for

Buena Vista Bungalows

Due Date and Time: 5 p.m., Thursday 10th May, 2007

Course Convenor: Ms. Kerri Kuhn

Tutor: Ms. Ellen Bloxsome

Tutorial Day and Time: Thursday 9- 10 a.m.

Student Name & ID:

Phoebe Wing Ching FUNG 2178319

Helen Li Ping MO 2563079

Gonzalo VILLARAN 2186672

So Young MIN 2193260

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Executive summary

Today's technology has moved with each passing day. Especially in cyber world, internet plays a very important role by providing a channel for any communications and transactions to people. Indeed, internet has already held part of their life, and almost can be included as hobby to most. Business players such as suppliers, manufacturers, and customers were also required to change their ways of doing business. Many firms have adopted the internet as a marketing tool to advertise their brands in the virtual market, reach their possible customers quickly and improve relationship with customers.

Market / 市場(いちば)

Market / 市場(いちば)

Figure 1

However, despite growing popularity of electronic commerce, many e-retailers or e-service providers are exiting from virtual markets as a result of failing to gain and maintain a customer base. With the pressure of intensified competition, some of them may also find that the effect of using internet does not result in the expected desired performance as they thought, in particular no increase in sales and customers. Yet, they might not recognize where the problems existed. Under such perplexing circumstance, the only explanation for these is that there were lack of an e-marketing plan and the deficient websites presence.

This report illustrates the implementation of both an e-marketing plan and website audit for a particular business- Buena Vista Bungalows (BVB). It is a typical hotel...