E-Marketing Analysis of Fenwick

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E-marketing coursework

(Fenwick)

         Group members:  P12005311 Hong Sun

                           P1401625x Jiaxin Shi

                           P14015865 Dongyue Chen

           Module:        E-marketing

          Module Code:   MARK3011

          Leader:         Suha Omar

          Word count:    2892

Contents

1. Executive summary        3

2. Web experience of Fenwick        3

2.1  Functionality factors        3

2.2 Psychological factors        4

2.3 Contents factors        5

3. Online service quality        5

3.1 Efficiency        6

3.2 Reliability        6

3.3 Fulfillment and Responsiveness        6

3.4 Privacy        7

3.5 Contact and Compensation        7

4. Customer engagement        7

5. Social media        8

6. Situational Analysis        8

Objective 1        9

Strategy        9

Tactics        9

Action and control        10

Objective 2        10

Strategy        10

Tactics        11

        11

Objective 3        11

Strategy        12

Tactics        12

        12

Objective 4        13