Purpose To introduce the different types of Internet marketing analysis required as part of situation review.

Activity You are a newly incumbent e-commerce manager in an organisation that has operated a B2B e-commerce presence for two years in all the major European countries. The organisation sells office equipment and has been an established mail-order catalogue operation for 25 years.

The UK, Germany, France and Italy each have their own localised content.

List the e-commerce-related questions you would ask of your new colleagues and research you would commission under these headings:

 internal analysis;

 external analysis (micro-economic factors);

 external analysis (macro-economic factors).