Humming Bird feeders of America Case Study 4

E-Commerce

MNA1821 – Dr. McChesney

Case Study 4

Now that our HBFA website is built, it is time to work on the marketing side of the business.

Your task is to continue to develop the strategies necessary to implement the global e-commerce

division. This case will develop the online marketing content.

Your Challenge

You have been asked to address the following issues and provide a written report to the CEO of

HBFA. Your report should address, at a minimum, the following:

1. Using table 4.1 in your text, the Internet, and the Unique Selling Proposition you

built, address the following issues:

a. Develop a list of 5 websites that are frequented by our primary customer

group and a list of 5 websites frequented by our secondary customer group.

Provide a detailed explanation to support your decision.

b. Detail the advertising opportunities on each site? What types of advertising

opportunities are available (pay-per-click, banner, link exchange, etc).

c. Recommend 3 websites for each customer group in which to target a

marketing campaign.

d. Select a pay-per-click advertising company and detail the reason for selecting

this particular company. List 10 keywords to target on a pay-per-click

campaign (i.e. humming bird feeder). Estimate the monthly cost and expected

traffic generated by each keyword.

Guidelines

The paper will be graded on accuracy, creativity, content, and spelling/grammar.

 Be sure to include your approved domain name on the title page.

 This written report will be presented to the CEO of HBFA. Keep in mind that

the CEO is not familiar with the technical jargon or specifics of e-commerce.

This report should be written in a manner that will instill confidence in your

recommendations.

 The paper should be well-structured and demonstrate your ability to analyze

the issue as it relates to the course. The content should illustrate critical

thinking skills. While there is no minimum word requirement, a one sentence

answer to each question will not qualify as “critical thinking”.

 The paper should be free from spelling errors and basic grammatical mistakes

(including paragraph breaks).

 The paper should include a title page and a reference page. Use APA 6 th

edition style to format the reference page. Visit www.APAStyle.org for

reference information.

 The paper should be double spaced.

 The paper should be submitted via the Dropbox on the Angel course page

(found under the Lessons tab).