Session 4 - Assignment One Question

Question:
Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.

Effective Scenario -
Hong Kong Dragon Airline Limited - e-ticketing system

Facilitates customers to have their airline tickets booked through their web site on Internet instead of booking it via the agents.
the ticket selling performance through airline ticket agent will be affected by the agent’s preference or judgment which in turn the airline is in a passive situation to the market share and is hard to increase it.
booking through Internet not only exposing the company brand to the customer in a direct way, but also minimizing the chance of the other airline brand dominated in certain agent, e-ticketing system also increase the competitiveness in airline industry. The process is shortened where the customer have to call their agent to book the ticket and wait for confirmation by the return call in the past. The phone calls turn around happened in common when the flight on specific date is not available, the system provides interface for the user to book their tickets on Internet and they can make any changes to their route if the flight is not available or any changes the user want to make. This made Dragon air more competitive to the others by providing a convenience channel for the customer to book tickets, the system can serve the bookings in some urgent flight to the customers by several clicks in their web application also the system is also serve business trip purpose by providing details departure and arrival flights detail to them and the businessmen can organize their schedule in a more efficient and convenient way, some add-on features to the systems: Registered members of the system (e.g. Marco Polo members, however this membership will share the usage with its parent airline, Cathay Pacific) can reserve a specific seat in any class tickets (e.g. first-class, business class, or economy class). This special arrangement is dominated in the Asia airline where the other airline does not provide this service at the moment. This add-on feature dominated Dragon air from the other airline in Asia.

Ineffective Scenario -

Royal Caribbean Cruises
one of the brands under RCCL which went public and trade on the NY Stock Exchange in 1993 is going to enhance customers and travel trade experience by providing better arrangement based on customers’ preferences, reduce costs by implemented supply chain management system to provide advance booking features, and increase its revenues by satisfying their customers’ needs who were willing to pay a higher price to get a better cruising and vacation experience. However, it faced technological challenge that all data access is independently in the company and is locked up in system and inaccessible situation. The data between system is not synchornise which it made the IT projects not align with company goal.

Suggestion to the Scenario –

New tools, such as time management processes and program management office were installed to provide better controls over IT’s efficiency and productivity supply chain automation and simplification of the shore side purchasing and procurement process, employee systems focused on resources arrangement, web-enabled reservation system of customer where the data is centralized and business users can access the information through a single source, re-organise those suggestion to make it in a smooth paragraph.