Explain how business support systems enable Waitrose to trade
internationally
The influence of the internet
The Internet has allowed Waitrose and other businesses to create communities for
those that share similar interests in products and businesses. These communities
help businesses develop their brand and create a positive image. Businesses are
able to customise its products and services with ease, which increases the
satisfaction of the customers and therefore increases profits. The Internet has
enabled Waitrose to obtain valuable information about the interests of certain
demographics. Consequently, businesses are also able to effectively use targeted
advertising by appealing to specific publishers and media that are specifically related
to their product or service.The Internet is one of the factors that has made it easier
for Waitrose and many other businesses to trade internationally for a number of
reasons. Including:
Ability to Communicate
A business ability to communicate with its employees, customers and associates
completely changed when the internet provided new communication tools. For
example; email and instant messaging have changed the way Waitrose
communicates. This makes it easier to provide information to other businesses and
potential buyers, as well as it is also easier for the business to send and receive
information from within the organisation to other departments around the world,
therefore, sales revenue should increase.
Using digital advertising
Including the Internet in a business' advertising budget extends a business' ability to
attract customers from their back yard to all four corners of the globe. Websites,
banner placement and search engine optimization, also referred to as SEO, allow
Waitrose to have a presence on the web and reach millions of potential customers.
Marketing to a wider area
With Internet marketing, Waitrose must be aware of the needs of its customers.
Competition is no longer localised, which means that a business now has
competition all over the world. It is necessary that a business know what its
customers want and deliver it. Surveys, questionnaires, feedback forms and
comments on a website can be used to monitor a business' customers' needs.
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