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for faster B2B penetration

Mentors: Anita Cuinova-Suleska Ph.D Nada Sekulovska Ph.D Dimitar Jovevski

Mission and vision

Mission As a complete customer oriented system, Tc.mk has a mission for the customers and merchants to offer: - Maximum value, through best functionality and utilization - Ensured satisfaction, through the system of reclamation management and service quality - Security, through the system for scam protection

Vision Tc.mk has the vision to achieve fast growth in the Macedonian market by providing best way for buying and trading on-line that is available to all customers and merchants. This is achieved through comprehensive and systematic approach that involves the removal of all logistical, technological and other barriers and combining the world's best practices with their innovative solutions.

Marketing mix - Promotion


B2B agents presentational site for B2B market e-trgovija.tc.mk Facebook

Michael Porters 5 competitive forces


Barriers to entry

Barriers to entry benefit existing companies already operating in the market and protect them from sharing and taking away their revenue and profit form new competitors. Tc.mk is already working on the Macedonian market and is achieving success on Macedonian market, so their barriers to entry are literally low. This does not imply on the other companies who can endanger tc.mk on the market. The market is small, with no sufficient volume and is currently in development. This does not guarantee quick return on investment and here arises the question of cost- effectiveness of entering this market. Most constraining factors for companies wishing to operate in this area are the operating costs, investment as well as the risks associated with entering on this small market. These factors are even more restrictive than the low awareness of the merchants and the whole Macedonian population. So, the barriers to entry on the this market are medium to high.

Threat of substitution

How high is the probability that other company will enter the market and endanger Tc.mk by offering the same or substitute services? At this point, this threat tends to be low, because of the risks and investment associated with this type of service offering. If we add to this the low degree of knowledge about this type of service in our country, then this further decreases the probability of service substitution. However, even things are set this way; no one can be completely certain what the future can bring. Because of this, tc.mk should constantly improve and implement new innovations to counter even the slightest percent of service substitution threat. The switching costs are one of the criteria for measuring the risk of substitution. In this case the switching costs are high so this indicates that the risk is low.

Bargaining power of suppliers

In this virtual world, the bargaining power of suppliers is reduced. Tc.mks suppliers, such as banks, delivery companies, hosting company, the domain company, are facing with low bargaining power. They are practically competing with each other, who will offer the best deal, thus reduces their bargaining power. Here, Tc.mk is faced soft lockin, because once tc.mk starts collaborating with certain supplier, the company is faced with switching costs which may be high, because the whole process once implemented, can lead to further cost increase. This can be of benefit to the suppliers, because this way further relationship with the client is somehow guaranteed, but still their bargaining power tends to be low, because of the increased competitiveness with other suppliers, which brings tc.mk certain advantage.

Bargaining power of buyers

Buyers now have on disposal large amount of up-to-date information and higher knowledge about all the stages in the decision-making process. They are informed by multiplicity of sources and have opportunity to compare prices and products through price comparison sites and supplier search intermediaries. Arising factor is the word-of-mouth communications, where the customers express their positive or negative feeling towards a product or service and the related purchase. Interesting aspect concerning tc.mk and this aspect of Porters 5 competitive forces is that Tc.mk is unique on the market, so the business buyers are not allowed to choose between different e-commerce supporters, like Tc.mks itself. This to a slighter percent decreases buyers bargaining power, because of the absence of other suppliers on the market with whom they can form relationship and use their service.

Competitor analysis

For the purpose of this analysis, it was conducted marketplace analysis and evaluation of different companies operating in Macedonian online market and after this process of identifying competitors, it was concluded that tc.mks service is unique on Macedonian online market and no direct or indirect competitors were found i.e. companies who offer creation of integrated web shops for their merchants-partners, among other services, who might take over companys market share and revenue. Many companies were identified offering online sale of products/services and in that process collaborating with businesses which supply the products for online sale, such as www.exquisite.mk, www.doma.com.mk, www.step.mk, www.trgovija.mk, www.cenovnik.mk, www.kupi.se etc, but they, unlike tc.mk do not offer businesses their own website/online shop or further integration with the company nor Internet marketing strategy creation and development, service logistics or additional services tc.mks business model is different from these online shops.

Customer analysis
Different

types of customers can be identified who might have interest in using Tc.mks service. This service can be applied in all types of organizations wishing to sell online, as well as outsource the creation and implementation of Internet marketing strategy. In order to identify Tc.mks potential customers and their needs and preferences, we executed a survey on different types of businesses operating on the Macedonian market. From a sample of 22 interviewed companies, we came to conclusion 59.1% of them would like to sell online and 72.7% would like to take advantage of Tc.mks offered benefits.

Strategic options and strategy

On Macedonian market there are an increasing number of businesses who wish to promoting and selling online. Tc.mk will use their uniqueness and the absence of other direct competitors to attract new businesses to their service. At the same time, tc.mk will use the first mover advantage in the present market slowdown, and strengthen their position in the market with more marketing activities which will lead to increased market share. Moreover, tc.mk will counter the threat of service substitution with constant improvement of their unique offers. (SO1 + SO2 + SO3 + SO5 + SO6)

Marketing remix - Promotion


Because

Tc.mks biggest weakness is the lack of marketing activities, in this field can be done a lot of work, concerning the budget allocated for this area of 10.000 . We are suggesting range of media vehicles to achieve the desired marketing effect. Banners, billboards, press release (PR), psychical reminders and conference meeting.

Banners
Promoting the company on some vertical and horizontal portals such as www.kapital.com.mk, www.kajgana.com.mk and www.money.mnogoo.mk. A side banner with dimensions of 125x125 and a top banner with dimensions of 690x60 will be set on www.kapital.com.mk. Also, there will be advertisement in the daily newspaper Kapital. On www.kajgana.com.mk will be placed 140x140px left up banner, whereas on www.money.mnogoo.mk there will be square banner with dimensions of 300x250. We have created an animated banner for creating brand awareness among the businesses in our country, with a message which instantly grab the attention.

Press release

In order to implement more credible source for marketing promotion, we will use this technique for transmission of appropriate information about the service and its benefits, again for gaining additional interest. For most suitable vehicle, we considered the magazine Kapital, because of its wide circulation of readers in the business circles and in the newspapers Dnevnik and Vest.

Psychical reminders

This marketing promotion technique will be used for constant reminder of the company and its service, this way strengthening the communication with the current customers, as well as with the potential customers. This will include special bags, pens, mugs and memos with the company name and logo imprinted on them. Through this technique the company can create impression for the organization, as well as for the benefits it offers.

Conference meeting

Billboards

We are suggesting placing billboards with 4m x 3m dimensions around the area of Skopje, with a message which can easily grab the attention, so to be achieved greater interest for the service. This way, the company can get wider reach in the audience, in order to achieve brand awareness. Additionally, a billboard announcing the conference meeting will be placed around the area of Skopje for promotion of this event and gaining sufficient interest.

ENDDDDDD!!!!!

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