E-Marketing Strategy for Reg Vardy

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing grade: A University of Teesside (Teesside Business School) course: E-Marketing language: English abstract: With a total of 81 dealerships and a turnover of 1.3 billion pounds Reg Vardy is one of the leading motor retail groups in the UK. In order to acquire new customers and maximise customer retention with the help of digital technologies the company needs to develop an e-marketing strategy.This paper provides a situation analysis of the present e-marketing situation of Reg Vardy including the competitive environment based on the strengths weaknesses threats and opportunities. Furthermore the aims and objectives of Reg Vardy's e-marketing strategy are formulated. Under the e-strategy section potential digital technologies and the buying process are outlined to develop a 'five-phase e-operation strategy'. This allows for targeting new and existing customers in all stages of the buying process. Specific e-tactics for customer acquisition and retention are suggested for Reg Vardy. Finally the paper gives advice on E-CRM issues.