Target Market Ecommerce Analysis

Transcription

1 Target Market Ecommerce Analysis The purpose of target market analysis is to group GRS s customers into meaningful categories, listing for each the features that are of value to them and those that are considered a turn off, including any barriers to adoption. The customers of GRS can be grouped into 5 categories according to what services they require from GRS. Size is also a distinguishing factor when dividing the customers into groups. The groups are; record labels, groups / individuals, corporate / business, parties / functions and new users. The following information and ecommerce features may be required by all groups: o Contact details, listing whom to contact within the company regarding specific problems / enquiries. o Map and directions. o General prices. o / enquiry facility. o confirmation of booking, this will make first time users more confident, with full explanation. o Secure online shopping guarantee. o Equipment lists and prices, eliminating the need to GRS, thus saving them time as they do not have to answer unnecessary s. o News, providing users of the site up to date information. o Terms and conditions. o Staff booking and general prices. o Photos of rooms / studios / staff. o History / About us section of GRS and staff. o Ability to become a member. (Previous booking history) All groups will be put off by: No confirmation of booking. Too many steps in the booking procedure, users will become frustrated and leave the site. No flexibility in method of payment, this will restrict the type of user that can book with GRS. Over complicated website, too many steps will frustrate users and they will leave the site. Irrelevant information, not related to their group, will again frustrate users as they will have to search through inappropriate information. 1.1 Record labels Record labels will want access to many different services and have the ability to book numerous services at once. They may also hire services, several times in 1 week, so the ability to see previous booking would be advantageous. Because of the nature of record labels, mainly the size of their custom, they will most likely require a facility to negotiate prices and discounts for services on and off line, as well as several methods of payment. Additional services such as access to catering and management will also be beneficial. Value adding and cross selling when booking online is crucial, so facilities that Part 1 Page 1

2 allow bookings of many different services at the same time are essential. Below is a summary of the ecommerce features this group will require and those that will put them off. Negotiation/discount through , larger bookings will be expected to be discounted. Multiple booking options, this will provide value adding and cross selling. Booking history, a large company will be able to see what times and dates they are in the studio already. Different payment system BACS and other options, will make the users feel more individual as the payment method is tailored to their needs. Access to project management, will allow more cross selling. Access to catering. Possibility of offline negotiation. Possibility of corporate newsletter. No negotiation facility. No flexibility in the payment method. No add on s such as catering / management etc. No calendar / history of booking. 1.2 Individuals / Groups This category will consist of bands, individual musicians and artists, so the ability to have access to an advisory service would be favourable, as would the ability to pay through Nochex or similar, for young clients that do not have access to credit cards. Examples of artists and their work would help with reinforcing the reputation of GRS to new clients. Below is a summary of the ecommerce features this group will require and those that will put them off. Newsletters, keep up to date with the events and special offers at GRS. Reassurance of booking procedure as mentioned previously reassurance is more than likely needed. Examples of previous work, 1 minute samples at the most. Nothing longer due to the legal aspect amongst others. Comments from previous clients, again for reassurance. Forum / Discussion board will allow members to meet and chat about their work and ideas with other members, a community format. Advisory service. Payment options, being given the option of paying through NOCHEX for example will allow a greater number of people to use GRS. Previous artists they have worked with. No previous client s comments. Part 1 Page 2

3 No reassurance. No access to special payment facilities e.g. NoChex. 1.3 Corporate / Business Meetings This category includes corporate hospitality days, red-letter days and business events. A room only hire option would be ideal for this group as would access to catering facilities. It is unlikely that room / studio hire will be wanted for single hours, because of the nature of the client so bookings are likely to be for half or full days. Below is a summary of the ecommerce features this group will require and those that will put them off. Access to catering facilities and other services will allow cross selling and value adding. Room only hire option. Payment through BACS, the flexibility will make the users feel more individual. Discount depending on size of group, this is almost expected and will be advantageous if negotiation could be done through s. Possibility of corporate newsletter. No photographs, as this is not a traditional venue reassurance is needed. 1.4 Parties / Functions This group has similar requirements to the previous group but would also gain from links to bands and other artists that GRS has worked with as well as DJ s and catering facilities. Similarly to business / corporate the room will be hired for half or full days. Below is a summary of the ecommerce features this group will require and those that will put them off. Room hire only option. Access to catering. Calendar of what s booked and when so users can book online, meaning they do not have to and it will speed up the booking process. Links to DJ s / bands and catering for hire will allow cross selling and value adding. No links or access to catering or DJ s etc. No calendar to see what rooms are available and when, this will make the booking process longer than necessary. 1.5 New Users New users will want more information before they book services from GRS. This could be in the form of news sections, FAQ s and general reassurance, as they have not used the site before. New users will want prompts on what to Part 1 Page 3

4 do next when booking online, something similar to what Amazon offers for users when going through the ordering and purchasing process. Below is a summary of the ecommerce features this group will require and those that will put them off. Secure online booking, through reassurance. FAQ s specific to new users, more questions regarding the company, online booking etc. Very clear shopping cart, with clear and easy buttons so users do not become frustrated. No reassurance concerning security and online booking. No enquiry facility. Many steps in the booking process and no prompts on what to do next. Part 1 Page 4

5 2 Appendix 2.1 Organisational alliances The diagram below shows the relationships that exist between GRS core staff and freelance staff. The diagram helps distinguish between core and freelance staff, as there is a lot of ambiguity between these two groups. Record Labels Managers Music Publishers Human Resources Finance Technicians Purchase Record Promoters Publicists Radio Stations Caterers Musicians Songwriters Supply Media Office Arrangers Equipment Lyricists Musicians Songwriters Lyricists Part 1 Page 5