Strategic e-brand management for small enterprises

Inhaltsverzeichnis (Table of Contents)

• Approach of the dissertation
• Content
• Pages
• Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise.
• Introduction of the classical situation of Small Enterprises, in terms of constraints and limitations.
• Position of the Enterprise in the Market
• Level of Competition (Five Forces of M. Porter)
• Product Life-Cycle
• SME's Life-Cycle
• Target Market Analysis
• Geographic Analysis
• Demographic Analysis
• Psychographic Analysis
• Behaviouristic Analysis
• Brand Identity, Brand Equity and their Adaptation
• Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
• Branding on the Internet
• 6C's of Bocij et al.
• Cost reduction
• Capability
• Competitive advantage
• Communication improvement
• Control
• Customer Service improvement
• Brand building tool and position reinforcement
• Market penetration
• Market development
• Product development
• Diversification
• Disintermediation
• Internet Marketing Communications Strategy
• SME Barriers to exporting
• Psychological Barrier
• Operational Barrier
• Organisational Barrier
• Product/Market Barrier
• Time and Space Barrier
• Moderators of the Integration of the Internet in a Small Enterprises.
• Risk of << marketing myopia >>
• Risk linked with the development of the site web
• Consumer fears
• The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise.
• E-Marketing Fundamental
• The 7Cs' Framework
• Convenience
• Content

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to analyze the marketing issues surrounding the integration of the Internet into the brand strategy of a small enterprise. It uses the example of Bambino Mio Ltd., a small English company exporting cotton nappies, to illustrate these challenges. The research explores both theoretical aspects of e-brand management and the practical implications for a small business aiming to expand its brand across Continental Europe.

• The importance of brand strategy for small enterprises in the digital age.
• The challenges and opportunities of integrating the Internet into a small business's marketing strategy.
• Building a strong brand identity online and maximizing brand awareness through digital platforms.
• The use of online tools and strategies to enhance customer relationships and loyalty.
• The specific considerations for small enterprises when using the Internet for branding and marketing.

Zusammenfassung der Kapitel (Chapter Summaries)

• Approach of the dissertation: This chapter outlines the content and structure of the dissertation. It provides a brief overview of the case study, Bambino Mio Ltd., and introduces the key themes to be explored.
• Traditional Approach for the Analysis of the Strategic Brand Management of a Small Enterprise: This chapter explores the traditional marketing strategies used by small businesses, focusing on aspects such as market analysis, target audience identification, and brand identity development.
• Reasons for the Integration of the Internet in the Strategic Brand Management of a Small Enterprise: This chapter delves into the benefits of integrating the Internet into a small enterprise's branding strategy. It discusses the advantages of online branding, including cost reduction, increased reach, improved communication, and enhanced customer relationships.
• The Implications of the Integration of the Internet in the Strategic Brand Management of a Small Enterprise: This chapter analyzes the practical implications of using the Internet for branding and marketing purposes. It focuses on specific strategies and frameworks for e-marketing, including the 7Cs model and the importance of a strong online presence.

Schlüsselwörter (Keywords)

This dissertation focuses on the key themes of e-brand management, small enterprises, online marketing, brand strategy, customer relationship management, and the digital marketplace. It explores the challenges and opportunities of integrating the Internet into a small business's brand strategy and analyzes the specific considerations for success in the digital age.