Developing e-commerce in charity setting : Case: The Finnish Seamen's Mission
Pirinen, Sari (2013)
Pirinen, Sari
Saimaan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013103016429
https://urn.fi/URN:NBN:fi:amk-2013103016429
Tiivistelmä
The purpose of this case study was to develop the Finnish Seamen’s Mission’s e-commerce so that it would be more effective and attract new customers and at the same time it would support organization’s marketing strategies. The main goal was to make strategic e-commerce development plan.
The first theory part concentrates on strategy, planning and common strategy tools. A good solid strategy is the basis when starting and developing concepts. The second theory part concentrates on e-commerce and digital marketing. This part handles e-commerce environment and the requirements of the e-commerce. The e-commerce environment differs from other business environ-ments and that is why it is important to understand the terms and rules when planning e-commerce. The digital marketing part talks about digital marketing channels and tools, which vary from traditional marketing. It is crucial to under-stand digital marketing channels, when planning e-commerce marketing.
The empirical part has been carried out by reading and reflecting on the litera-ture, perception of the current situation, doing competitor analyses and creating development plan. The e-commerce development plan is built up by analyzing both external and internal environment of the case organization, specifying strategies, finding out general development points, setting marketing objectives and determining actions.
The first theory part concentrates on strategy, planning and common strategy tools. A good solid strategy is the basis when starting and developing concepts. The second theory part concentrates on e-commerce and digital marketing. This part handles e-commerce environment and the requirements of the e-commerce. The e-commerce environment differs from other business environ-ments and that is why it is important to understand the terms and rules when planning e-commerce. The digital marketing part talks about digital marketing channels and tools, which vary from traditional marketing. It is crucial to under-stand digital marketing channels, when planning e-commerce marketing.
The empirical part has been carried out by reading and reflecting on the litera-ture, perception of the current situation, doing competitor analyses and creating development plan. The e-commerce development plan is built up by analyzing both external and internal environment of the case organization, specifying strategies, finding out general development points, setting marketing objectives and determining actions.