Abstract
Since 1988, the supermarket Sequoia specialized in organic and natural products. The objective of this store was to provide healthy and organic food and also products for cleaning the house, cosmetics, etc. that was intended to enhance the well-being of customers.
The choice of the firm Sequoia was very clever and was considered in terms of an E-marketing analysis since it did not have a good online presence whilst that would seem to be inevitable for any company today. Indeed, there were a lot of advantages to be on the Internet and we will discuss them in this paper.
In the first part of the document, we will analyze the current internal and external situation. The external situation will be done through a Pestel, a Porter and a market analysis. On the other hand, the internal audit will be done through a study of the new Sequoia marketing strategy, their resources and capabilities and their current offer and results. Finally, we will conclude this section with a Swot analysis.
Before segmenting, targeting and positioning the market, we will define the customers of bio and natural products through a short analysis of different organic customers. After those classifications, we will identify who are the people that could be the most interested in using the website for buying Sequoia's products and after that we will focus on the new positioning recently chosen by the firm.
The fourth part of this paper will define the main objectives of Sequoia in terms of E-marketing. The company should find the answers to questions like "Why do we want an E-marketing plan ?" and "What would be the benefits of an E-marketing plan ?". In order to add a more practical aspect to this section, we will try to develop a strategic pyramid.
The last step of this E-marketing plan will consist of drawing the marketing strategy, program and support. We will go through the classic and extended marketing mix but also through the specific function of the E-marketing mix that can be synthesized in the "2P + 2C + 3S" formula: personalization, privacy, customer service, community, site, security and sales promotion. Before concluding this paper, we will also show what are the advantages and inconveniences to be on the Internet in the case of Sequoia.
