E-marknadsföring : en studie om e-handelsstrategier för CapFinder
Abstract (Summary)CapFinder is a Swedish based consulting business, which helps other companies apply for subsidies. During the fall of 2006 they established a new concern, Europe Publishing. Europe Publishing will be the name of the webshop that will sell CapFinder’s e-books. There will be twenty titles available with the purpose of simplifying the application process for EU grants.After research of former cases within e-commerce and e-marketing, the authors have identified a few problems for study: how can CapFinder create awareness of the company, their products and services; and how will CapFinder find new customers that do not know about the possibility of applying for grants and also businesses that have given up the application process because of its difficulties. Beside CapFinder’s problems the authors have identified some difficulties with e-services in general: the lack of trust for the e-companies, the size and complexity of Internet, the low security of e-transactions and the lack of knowledge of the possibility to apply for grants.The thesis is a case study where choices of strategies are based on the conditions of CapFinder. The main layout of the thesis was created following the theory of the 4S:s of the Web Marketing Mix Model, where the authors have examined the different variables and used the 4S structure throughout the thesis. The result and the conclusions are based on research, questionnaires, telephone interviews and participating in a workshop.The authors have concluded that all forms of interaction between the customer and the company are very important but also that all types of marketing must aim towards the right customer segment and be performed at the right time. Today, time is CapFinder’s main resource, which they should actively use, e.g. to cooperate interactively at different forums and communities is an excellent way for CapFinder to market their brand and product. The authors believe that this is the most trustworthy way of creating awareness, which is the main purpose of CapFinder’s marketing strategy today. In addition, it is important for CapFinder to gain a high ranking on different search engines, as well as being both seen and available for clients. With this new knowledge, Capfinder can further develop its e-marketing strategy by placing banners at different sites where potential clients are, in addition to other recommended strategies by the authors.
Source Type:Master's Thesis
Date of Publication:02/26/2007