P1 Bol.com

Bol.com is founded in 1999 by the German media group as an internet company. They focused on selling CDs and Books, now and days they sell more different things than before. 

They now offer their customers (visitors) on their website: International books (Spanish, German, Turkish, English and French), Dutch books digital books, LPs, Blue-ray, CDs, DVDs, toys, games, Computers (tablets, notebooks, software, desktops, accessories), electronics (DVD players, navigation, e-readers, television, telephony’s), personal care appliances, appliances, kitchen appliances. 

The website is also used by registered users where they can sell their products and people can buy it from them (it is second handed then). 

Bol.com first focused on only selling books and CDs but now and days they are selling more things. Because Bol.com is an internet company the prices are lower because the products directly go to the customer. The customer does have to pay for the delivery (sometimes when you spend more than 70 euro’s you get free delivery). The product that Bol.com sells have different prices so you can chose yourself how expensive you want to make it (products with famous brands are often expensive). Everyone can buy the products. 

Bol.com has no shop in which the customer can visit or where they can see and feel the product. If a customer is interested Bol.com informs them about the product, they do this because they want the customer to buy the product. Bol.com uses the customer relationship management system so they know the customers details and they understand the customers demographic buying pattern. When Bol.com knows when a customer buys their products and what they buy they can target promotions at particular market segments. 

The people that work for Bol.com are the employees and their job is to give the customers good service on the phone, to be friendly when they have a question or when they want help because something is not going as they want. If the service given by the employees is good the customer will come back if they need something there is also a chance that the customer will tell others about their experience with Bol.com. 

Bol.com is an online shop they have an online shopping system they do not have a shop where customers can go to and see the products.  They customer has to look for the information themselves, it is always written next to the product, but there is no employee that helps the customer or tells the customer about the product. With the online shopping system the customer sees the product on the site and orders it there is no employee to push them in buying the product, if the customer is not satisfied with the product they can always return it. 

Bol.com uses customized website preferences and feedback techniques for example ‘contact us’. Market penetration: Because Bol.com tries to sell their product to the same target group they do: advertisement to encourage more people in the existing market to chose their company, launch price or other special promotional offers to increase activities of sales. Product development: Bol.com always sells the newest products because they do that they can get new customers for these products. For a business to stay competitive new product development is very important for them. Market development: Bol.com has new product but the existing customers can also buy these so they are also sold to the existing customers. Diversification: As I said before Bol.com is also a space where users can sell their product to customers. In this way Bol.com sells second handed products to new customers.

Bol.com uses SMART objectives:

Specific- Bol.com wants to get more customer.

Measurable- It is measurable otherwise they will be in loss.

Achievable-  This is achievable when Bol.com gets more clients and markets.

Realistic- This is realistic because it is normal for a company to want this.

Time-related- This will take a couple of months.

The people of The Netherlands and Belgium are the demographical of Bol.com. Bol.com is not only for customers but also for businesses, they can also buy products at Bol.com. The clients of Bol.com are from high-class families and middle-class families. Bol.com is for the customers that don’t have the time to go to a store and buy the products they need but also for the people that don’t like to go to stores and buy products. 

Bol.com uses the TV and internet (for example cookies) to attract customers. Bol.com is and B2B and B2C company they sell to customers (normal people) and to businesses (retailers). Bol.com is also a C2C company because they first buy the products form companies and then sell them to their own clients. But Bol.com has an advantage when they buy products it directly comes from the fabric and not from a wholesaler or retailer,  there is no middleman in between. 

Bol.com uses push and pull as strategy because they know for example what the customer wants the customer wants the products as soon as possible and cheap, the customer knows what Bol.com can offer then.

Bol.com also has a sort of communication with the companies they buy their products they have it by certified guarantees, money back offers.