Online store marketing and its effectiveness

<p>Creation of internet caused the development of new business area with extremely high level of rivalry. In aim to survive in e-commerce market a wide range of new marketing tools were developed. Nowadays, the ability to use these marketing tools properly is one of the key success factors for any online store. Therefore it is important to identify marketing techniques which represent the best practice for e-commerce.</p><p>According to this, the dissertation aims to endeavor the analysis of effectiveness of marketing strategy and applied techniques on the example of Danilovka-AGRISEM Company.&nbsp; Danilovka-AGRISEM dealer center was chosen as a dissertation&rsquo;s subject matter since its main channel of sales is online store. Based on the theoretical and empirical analysis practical recommendations for future improvement of company&rsquo;s marketing strategy will be developed.</p><p>In order to achieve stated objectives two types of tasks were conducted:</p><p>Theoretical tasks:</p><p style="margin-left:39.0pt;">1.&nbsp;&nbsp;&nbsp;&nbsp; Reviewing existing techniques of online store development and optimization</p><p style="margin-left:39.0pt;">2.&nbsp;&nbsp;&nbsp;&nbsp; Description of modern approaches and theories of promoting online store and its products</p><p style="margin-left:39.0pt;">3.&nbsp;&nbsp;&nbsp;&nbsp; Analysis of measuring methods of online store marketing strategy effectiveness</p><p>Practical tasks:</p><p>1.&nbsp;&nbsp;&nbsp;&nbsp; Description of Danilovka-AGRISEM Company history and activities</p><p>2.&nbsp;&nbsp;&nbsp;&nbsp; Analysis of effectiveness of the company&rsquo;s marketing strategy</p><p>3.&nbsp;&nbsp;&nbsp;&nbsp; Analysis of effectiveness of the company&rsquo;s online store through in-depth interview qualitative research method</p><p>4.&nbsp;&nbsp;&nbsp;&nbsp; Development of practical recommendations for improvement of the existing company&rsquo;s marketing strategy and implementing new methods of product promotion</p><p>The theoretical part of the research includes careful review of academic and professional literature which is covers the area of online marketing studies. Following the strong theoretical foundation, the empirical part of the research was undertaken. In order to do this primary data from Danilovka-AGRISEM Company was collected (17 in-depth interviews) and analyzed.</p><p>The results of the research are represented in the conclusion in a form of practical recommendations to Danilovka-AGRISEM Company. It worth to mention, that these recommendations can be applied to any company which uses online store as a major sales channel.</p>