Factors Influencing Online Marketing Development of Small and Medium Enterprises in Dong Nai Province (Published)
Nowadays, the Internet is covering almost every corner of the places in Vietnam and it makes the transmission of information much faster. In The number of internet users is up to 80% and over 70% of internet users go to the net for information. With so much search content, the content is there, it’s really great. Besides, online marketing is a way to advertise the products and services that will save enterprises a lot of money compared to traditional marketing. Online marketing campaigns can be easily measured and evaluated to be able to draw lessons for the following campaigns. Effectiveness comes quickly (eg, enterprises hire banner ads on a reputable website. So many visitors will find out information on enterprises’ website.); and Broad range of marketing is not limited, information flow is rich, diverse in form. Customers can find the information they want anytime and anywhere, just the internet. Moreover, the research results showed that there were 300 customers who interviewed and answered about 15 questions. The Data collected from 05/07/2016 to 15/07/2017 in Dong Nai province. The researcher had analyzed Cronbach’s alpha, KMO test, the result of KMO analysis used for multiple regression analysis. The research results were processed from SPSS 20.0 software. Finally, the researchers have recommendations supporting the sustainable development of online marketing development of small and medium enterprises (SMEs) in Dong Nai province.
Keywords: E-Commerce, Internet, Marketing and LHU, SMEs, online
CRITICAL EVALUATION OF HOW WELL PLACED AMAZON IS TO SUSTAIN ITS HISTORICAL IN ONLINE RETAILING (Published)
E-commerce has staged a stay in modern day businesses and the retail sector is not an exception. As such, competing in the 21st century market without online presence is simply unthinkable because the Internet has offered organizations an entirely new and efficient way of delivering value to customers and achieving sustainable competitive advantage (SCA). This paper therefore, is essentially a mapping exercise that critically examined how Amazon has deployed the Internet to develop a business strategy that is changing the face of retailing and driving the company towards SCA. We first identified the key factors responsible for Amazon’s current success and thereafter, presented some critical issues that the company should watch if it wants to outlast its critiques. Drawing from basic financial analysis, the resource-based view (RBV) as well as SWOT diagnosis, we argue that although Amazon generates astounding sales volume on yearly basis, the proportion of these sales that actually translates to profits is very infinitesimal because of the company’s business model and rising operational costs. Interestingly too, we found that Amazon is yet to do excellent customer profiling despite its good technologies. We argue that whilst it is too early to conclude that Amazon will hit a plateau very soon, the company’s long-term vision, business model, customer-centric philosophy, continuous product/process innovation and pool of unique employees are strategic resources that were found to be great sources of SCA. In the light of the abovementioned and coupled with the predictions that e-commerce will continue to grow, we reinforce that Amazon stands a great chance of putting the sharp-end of its business at the cutting-edge if it deploys resources more efficiently, keep its debt financing within plausible limits, reduce rising operating costs, examine working conditions in its warehouses and do better customer profiling.
Keywords: Amazon, Customer Profiling, E-Commerce, Online Retail, Operating Cost, Operation Cost, Working conditions