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REQUIREMENT: Various online platforms have evolved as a result of the rapid development of Internet technology. Some companies have created their own platform or

REQUIREMENT: Various online platforms have evolved as a result of the rapid development of Internet technology. Some companies have created their own platform or registered with online marketplaces (e.g: Amazon) in order to attract more customers. Select a company that had developed its own online platform and has also utilised online marketplaces. Use the selected company as the case study. Answer the following questions before making suggestions for the company: a. What is an own online platform and online marketplaces? b. What advantages and disadvantages does multi-channel distribution offer? c. What are the opportunities and threats of own online platform and online marketplaces? d. What are the differences in the marketing mix (product, price, promotion) strategies between the two channel modes?

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Answer Case Study Company X a Definition of Own Online Platform and Online Marketplaces Own Online Platform Company Xs own online platform refers to its proprietary website or digital storefront where ... blur-text-image

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