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Table of Contents Table of Contents2 Introduction3 Marketing Strategies3 Retaining Customers and Building Brand Loyalty4 Strategic Alliances7 Opportunities and Threats7 Conclusion9 Bibliography9 Introduction In the few years that internet shopping has been around in Australia its popularity has grown quite considerably According to ABS httpwwwabsgovauausstatsabscensus2nsf02D803766A4B77E8FCA256CB70002F930OpenHighlight0ecommerce figures over 13 million Australian regularly shop online Despite the growing number of consumers myriad online shops have disappeared during the same period The Australian Internet landscape is littered with the carcasses of online stores like dstore David Jones Online estore buycom wineplanet among others Wishlist however has not only emerged through the dot com crash unscathed but has kept growing and increasing its revenues Marketing Strategies Human needs are must-haves and critical to enable a person to continue to live These needs could either be physical food clothing shelter social friendship love or individual knowledge self-belief Human wants on the other hand are items that are not essential for survival but desired for comfort convenience or status And finally demands are human wants that are backed by the ability to acquire them Wishlist recognised this social need of acceptance and friendship and the requirement of users to be able to send quality and thoughtful gifts to near and dear ones It started as a simple idea to provide a gift shopping site and they have remained loyal to this initiative While most of their competitors like dstore and buycom tried to sell everything and be the solution to everyones needs Wishlist have stuck to their niche market and this is one of the prime reasons for their success The following two Marketing philosophies seem to be very fundamental to the running of Wishlist and they can be defined as 1The Production Concept The philosophy that consumers favour products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency Kotler et al 2004 pp 18 By creating
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