Topo centras E-Marketing plan

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Topo centras E-Marketing plan

• Presented by Gediminas Sumyla

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Company

• Topo centras is the biggest domestic electric
  appliances and electronics trade network in
  Lithuania. Company sells domestic electric
  appliances, audio and video equipment, digital
  photography equipment and computer equipment.
• Topo centras trade network consists of more
  than fifty huge stores in Lithuania and Latvia.
  Topo centras belongs to international
  corporation group AG Group, which is the
  leading retail and wholesale corporation in
  Baltic States.

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Selling brands

• Corporation represents world-wide known brands
  such as Beko, Gorenje, Vido, "Blomberg",
  also imports famous brands such as Sony,
  Panasonic, Philips, LG, Toshiba and
  Samsung from all over the world.

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Website

• Topo centras has one website where you can look
  for the prices of audio and video equipment,
  domestic electric appliances, computer equipment,
  digital photography equipment, and mobile phones
  equipment. It also tells a little bit about the
  company, includes store locator, and describes
  all special deals and services.
• It also has career opportunity center, surveys,
  newsletters and latest news about the company.

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Initiative

• This marketing plan is made to change companys
  supply chain and include e-commerce feature for
  its website. Customers will be able to buy online
  and get their products delivered anywhere in a
  whole country. They will also be able to create
  their account and personalize it. Customers will
  have all the features that online selling can
  provide such as shopping cart, my account and
  track order. They will be able to search for
  desired product by category or by name. Topo
  centras customers will also enjoy the full
  product specifications and features, high
  resolution pictures from different corners and
  sides and other customers reviews and comments.
• With every product that customers select they
  will have a choice of gifting options, payment
  options and payment plans and several shipping
  and delivery options.

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SWOT analysis

• Strengths
• Topo centras is a trusted brand
• Company is leading in the market in the whole
  country
• Stores are located everywhere in the country
• Company has funds to invest in e-commerce
  initiative
• Over 11 years of experience and knowledge in the
  market
• Company already has a product distribution system
• Regular sales and discounts
• Company known as the cheapest price company
• Great customer service
• Lithuania is a small country, that can be crossed
  in 3 hours

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SWOT analysis (contd)

• Weaknesses
• Lack of expertise in e-commerce
• Stores are located in bigger cities, so they are
  not reaching smaller towns
• Topo centras is the first company to enter
  e-commerce in this market
• Company has to change its supply chain
• Lack of professionals in e-commerce market
• E-Commerce is slowly being developed in Lithuania
• Low internet penetration in smaller towns

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SWOT analysis (contd)

• Opportunities
• Growing need for E-Commerce
• Lack of competitors
• Growing lifestyle trends for online shopping and
  product research in Lithuania
• Technological development in major cities
• New markets to share
• Opportunity to be the first and conquer the market

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SWOT analysis (contd)

• Threats
• First in the market
• Lack of experience in selling online
• Possibility of other companies stepping in the
  market
• Price wars with competitors
• Fear of not having the market demand
• People are not used to buying online and are
  afraid to do so
• Credit card and identity thefts
• Possible hacker attacks on companys database

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Strategic planning

• 1. Demand analysis
• According to Internet World Stats Lithuania
  has 1,221,700 internet users which is about the
  36 of total population and its rapidly growing.
  People have better access to the internet which
  creates different demands.
• 2. Segment analysis
• Lithuanias most internet users are young people
  form 15 to 35 years old. Topo centras will
  focus on the 3 major cities in Lithuania, which
  take a little less than half of the population of
  the country. Company will be focusing on young
  people, young families with higher income

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Strategic planning (contd)

• 3. Supply analysis
• Because Topo centras will be the first company
  to enter the market, company will to focus on
  acquiring new customers and creating value for
  them. Lack of competition will result in fast
  growth of new customers. Topo centras will
  accentuate perfection in customer satisfaction in
  order to keep the customers. By building
  relationships with customers company will build
  the brand and grow trust in selling online.

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E-Marketing strategy

• After purchase products will be packed by the
  nearest store that has them in-stock and shipped
  to customers addresses. Same day delivery will
  be available, because of geographic scope of the
  country.
• Topo centras has established promotion
  channels, so implementing website advertisement
  will be cheap.
• Company will be advertised in other websites
  through banners as well.

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Implementation

• Inventory management systems software.
• Purchase of new hardware to store data.
• Website launch with e-commerce capabilities.
• Training employees.
• Hiring new system administrators if needed.
• Purchase of new trucks.
• Promotion channels implemented
• Collecting, analyzing and managing the gathered
  data

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Conclusion

• Being first in the market is challenging and it
  is important to understand what customers want
  and what they need.
• Topo centras known as trusted brand that keeps
  the lowest prices. It offers great variety of
  products with large discounts which creates huge
  benefits for customers.

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