People & Physical Evidence: A large number of people was needed in all the departments as to work globally changes based on local condition had to be made. This resulted in increasing the overall cost for the business. Further the presence of local markets and classical method of purchasing products were preferred which thereby made few people adopt the online purchase mechanism. Essay Example

The details of the marketing mix for Boo.com is as

Product: The products which were used were premium products leading to premium pricing. The name selected for the company was small and easy to remember but having high priced products diluted their strength (Kotler, 2000). Apart from it there was no clarity between the street wear and high street fashion which impacted their scope of business. The target market as a result identified was inappropriate and impacted the business.

Price: The products offered were highly priced which only affluent section of the society could purchase. In addition to it pricing issues were pertinent in different regions where they were performing. The business didn’t look at providing discounts and offers which are quite prominent resulting in reducing the market audience.

Place: Boo.com looked at working on the global arena which would provide a wide market but also led towards increasing the overall cost of transporting goods. Having a global launch was ambitious which impacted the financials badly and led towards a financial failure. In addition to it there was conflict with the classical channel as people still preferred to purchase clothes after seeing and trial (Kotler, Brown, Adam, Armstrong, 2004).

Promotion: The medium of promoting was online medium which raised the overall cost per customers as acquiring and retaining customer cost increased substantially due to online promotion. The use of newspaper as a media of advertising was inappropriate and resulted in using funds in the wrong way (Czinkota & Ronkainen, 2004). In addition to it the use of online marketing techniques like engine advertising and affiliate marketing was limited which didn’t fetch the required results.

Process: The mechanism of purchasing the products was complicated and took a lot of time which resulted in people not using the medium of purchase

People & Physical Evidence: A large number of people was needed in all the departments as to work globally changes based on local condition had to be made. This resulted in increasing the overall cost for the business. Further the presence of local markets and classical method of purchasing products were preferred which thereby made few people adopt the online purchase mechanism.

References

Czinkota, M.R. & Ronkainen, I. A. 2004. International Marketing, 7th edn. South-WesternPublishing:Australia.

Kotler, P. 2000. Marketing Management (The Millennium Edition). New Jersey: Prentice Hall International, Inc.

Kotler, P., Brown, L. Adam, S., Armstrong, G. 2004. Marketing (6th ed.). New Jersey: Prentice Hall International, Inc.