Last updated: February 13, 2019
Topic: BusinessMarketing
Sample donated:

Kohinoor’s eCommerce Strategies

I.  Business Model

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Kohinoor’s goals to expand increase availability of its products to wider market can successively be achieved through the use of customer-cantered web sites. This is because of the increasing use of the internet as the primary source of information regarding company products; indeed, consumers are increasingly researching on company products on websites before deciding to whether to purchase or not.[1] Kohinoor should therefore ensure that everything that goes on the website focus on consumer needs. In regard ton that importance, subsequent sections of this report shall elaborate on what should constitute Kohinoor’s ecommerce strategy.

II.                Short to Long Term Objectives

Short-run objective of the company should be to get its name better known to potential customers. This goal could not have been achieved through the smaller websites being used by the company. The yet-to-be-established website will go a long way into ensuring that information about the company and its products is accessible to wider circle of potential customers. The medium-term goal should be to start introducing more services regarding company products to consumers though the site. In the third and final stage, Kohinoor should be moving most of its customer service and product information to the website.

III.             Visitors as Part of Marketing Strategies

The company should ensure it develops a portal that existing and potential customers could upload their information and queries. But for the to volunteers personal information, the website has to be appealing and attracting enough. This could be achieved though superior designs in the chosen graphics, failure of which customers would shun the site. The company has to consider that different target markets portray different tastes, which will demand balancing on website designer’s part.[2] In addition, the site should have some search capabilities that would enable customers to on merchandise, price, material, manufacturer and quality among others. If possible, web designers should consider incorporating 3D graphics to accompany products’ catalogue.

IV.             Google Analytics

The use of Google Analytics to get consumer information will help the company in the process of getting site visitors’ profile. For instance, the IP address can be used to provide the precise location of site visitors. This is important in the company efforts to locate its store and for advertising needs. For instance, Kohinoor can choose to locate its stores close to places where most of its website visitors are located. In addition, company’s marketing department can elect to have advertisements in those areas. This is a move that can increase awareness of company information and products.

Secondly, time that customers spend on company website is can help in understandings all the pages visited and time spent on each of the company’s webpage. The company can thus know which of its WebPages are more popular, and thus locate most of its production such locations. In addition, the company can use the collation between WebPages visited and sales that accruing from products contained therein. Should it appear that the goods are selling fast, Kohinoor management can elect to put its latest merchandise along fast moving ones in order to create awareness.

The statistics collected regarding time and hour of visit can be used to develop more aggressive online marketing strategies. For instance, the management can consider passing announcements on company website at times that traffic is high. This information can further be directed to specific member of target groups who happen to visit the site at particular periods of the day. Getting statistics on the hour of the week that Kohinoor website experiences lowest traffic can help plan on updating time, that is, work on the site when least number of customers would be affected.

V.                Recommendation

Kohinoor has to consider that the most successful eCommerce strategies are the ones inline with the company’s organisational culture, vision, mission and goals.[3]   These four characteristics must be exemplified on company website because they help consumers know a great deal about the company and its products. Consumers must be made to believe that they are the focal point of company operations in and off the market. The best tool in cultivating that belief is the organisational culture, which gives firms and identities that get emended on consumers’ minds. Kohinoor’s management should thus ask itself the question on consumers’ beliefs about the company. These are questions such as ethical standards in the organisation, consumer relations, and the product reputation. Such consumer demands entice Kohinoor to develop a reputation that would always remain positive on consumers’ minds. All these measures should be done and get exercised way before the company embarks on developing the website, because they will help in bringing-out more company quality to consumers—the most important stakeholder group. Practicing organisational culture and living to the company’s mission, goals and vision should not stop with the establishment of the website. In fact, the website should be seen as a tool of getting Kohinoor’s goods high-quality reputation being known by more potential clients, which would lead to bigger sales for the company, better remuneration and working conditions for the labour force and high quality goods and services for all clients.

















Carter, S. & D. Jones-Evans. Enterprise and Small Business. FT Prentice Hall,

London, 2006. p. 425.


ReD Consulting, 2001. eCommerce Strategy. Red Consulting, Marble Falls. p. 1.


Traupe, Lee, Developing eCommerce Strategies. ZeroMillion, 2008, 21 April 2008. <>



[1] Carter, S. & D. Jones-Evans. Enterprise and Small Business. FT Prentice Hall,

London, 2006. p. 425.
[2] Traupe, Lee, Developing eCommerce Strategies. ZeroMillion, 2008, 21 April 2008. <>
[3] ReD Consulting, 2001. eCommerce Strategy. Red Consulting, Marble Falls. p. 1.