For the international marketer like HP, internationalization with the help of Internet technology is most effective when developed as a carefully planned process for increasing penetration of international markets. In entering target markets, The Web site of the company promotes products and services, it informs and educate consumers about those products and services, or persuade them to try new and improved one. Thesis HP web site is one of the best examples of effective marketing and advertising.
The selling orientation assumes that consumers will not buy sufficient goods and services unless they are persuaded to do so by advertising, sales promotion and incentives to the sales f...
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...orce. Through the website, HP addresses wide marketing environment: potential buyers and current users, industry professionals and investors. Through the web site HP informs, persuades, and reminds potential buyers about services and new products, their features and main characteristics.
However, the website is not strictly an advertisement in the conventional sense since money is not exchanged to place the content of the website on a medium owned by a third party. The framework satisfies two essential criteria. First, it is all the information subject areas relevant to IT and HP products. Second, the categories in the framework are mutually exclu¬sive; any kind of information encompassed by the framework can be correctly placed in one and only one category. The basic elements of the external environment include economic, social and cultural, legal and regulatory, and financial factors (Chaffy et al 2000).
Competitive advantage is based on positioning strategy which helps consumers to differentiate HP brand from its competitors. In addition, only a well-constructed and easy-to-use website can attract more customers in contrast to sophisticated one where customers spend more time and efforts to find information they are interested in. The mix of simplicity, vividness and full range of services helps HP to attract potential buyers. As for specifications, it is evident that HP website gives more detailed information about the products than its competitors (Canon and Samsung).
Another important feature of HP is the ability to find the best way to convey the essence of any information. In other words, it is balance between graphics and text and even the quality and style of language and expression used (McDonald Christopher 2003). HP pays attention to social issues including sponsorship activities and community engagement, environment and current news. HP underlines: “Our commitment to education has benefited schools and universities around the world and created opportunities in underserved communities worldwide” (www.
hp. com). The greater a company’s information intensity, the more the traditional product and market boundaries shift (Chaffy et al 2000). The utility of HP web site is that it includes market analysis and forecast. It is possible to say that they cover all areas of activities providing qualifying data and experts view. The web page has become the most popular tool to reach the customer, because it is featured at the location where many of the final decisions and actual purchases are made.
Relationship marketing strategies embrace this idea of treating each customer in an individualized way. The example of HP web site shows that effective marketing planning systems should reflect buying patterns and customers’ expectations. Changing customer buying patterns have long forced companies in certain industries to seek competitive advantage by focusing on the development of enduring relationships with customers. However, information technologies, in particular the website, have provided additional incentives for firms to adopt such strategies.
Consequently, it is important to realize that network technology cannot only be used to manage information, but can also be used to manage customer relationships. A good website design can intense competition, a generally high level of product quality and create more demanding customers.
1. Chaffy, D. , Mayer R. , Johnson, K. , Ellis-Chadwick, F. (2000). Internet Marketing, Strategy Implementation, and Practice. London: Pearson Education. 2. McDonald M. , Christopher M. (2003). Marketing: A complete Guide. Palgrave Macmillan. 3. <www. hp. com>