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Unit 12: Internet Marketing in Business
P6: ​Explain the challenges of globalisation facing a selected business when using the

internet as a marketing tool

When businesses begin to use the internet as a marketing tool, they may face
different challenges as a result, and in this task I am going to explore the challenges
a business would have to face
...
For
example, if a customer wants to see if Tesco for example, have a specific brand of
razors, so they can go into a Tesco store and buy them when they search up “Tesco
razors”, an alternative option may come up on Google, such as Dollar Shave Club,
which is a subscription based service, where customers can have shaving products
delivered to their home for an affordable price, so therefore, by using internet market,
it may cause a disadvantage for tesco, whereby disintermediation is caused, as
instead of that customer having to go into the store, the customer can have it
delivered to the home, and this will affect Tesco in terms of sales, as they have less
people coming into stores, due to online alternatives being discovered, and a more
convenient solution for the customer is utilized, so therefore, by using this level of
internet marketing, Tesco may face a challenge, whereby other brands are also
available due to Google ads and search
...

As a result of different alternatives presenting themselves online, it would also lead
to higher customer expectations, as customers online would have discovered
different advantages of online shopping that Tesco may not be able to offer to
customers, so for example, with Amazon Prime, customers can have the option of
next day or even same day delivery, and if Tesco continue not being able to offer this
level of delivery for example, then customers will pursue other alternatives, which

have been promoted to them on Google, so therefore, in order for Tesco to remain
competitive in the online market, Tesco needs to meet or exceed customer
expectations of the online service they provide, otherwise the business and sales will
suffer as a result of the overall service not being on par with what else is available
...

Also, due to Tesco being available online, both in promotion and through sales, it
would mean that Tesco would have to keep pace with the rest of the market and
would have to ensure that there is constant technological change, as rival brands
may be constantly updating their services to ensure they remain ahead of everyone
else, and, and therefore Tesco would have to spend a lot of money to ensure that
Tesco constantly use internet marketing to their advantage, to advertise new
products, promotions, etc, and by making sure that they are making constant
changes to advertising material, they would keep customers interested in what
products they have in that moment, and by making technological change, they would
ensure for example, that the online store, remains easily accessible, is fast and that
personal information remains safe, so that customers can continue to shop freely
without any data breaches which may be detrimental to Tesaco’s reputation in the
long term
...
Also, as a
result of retaining personal information, as stated above, Tesco needs to ensure that
they don’t breach GDPR regulations, so therefore they need to make sure the data
they retain is used for specific purposes such as marketing, and that the information
isn’t used for any other reasons, than for those they have stated
...




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