Strategic and tactical use of e-marketing strategies in the apparel industry and its effects on retail management programme

E-marketing is supplementary formation and maintenance of a website. It involves the whole procedure undertaken by an organizations as to create and promote a product which exists in reality. The strategies of the e-marketing include the advertising of the products using the websites with the help of search engine marketing and social media. The use of the Internet has increased remarkably in recent years. Many research findings confirm and support the positive effects of e-marketing on an enterprise's competitive advantage. The research starts by understanding the mission and goals of the company. Then it continues in exploring the internal and external environment of the company. This conceptual paper attempts to determine the effectiveness of e-marketing strategies on its retail management programme. Analyses indicate that the effectiveness of these strategy variables is constant based on the strategic orientation adopted by the firm. Furthermore, in the study the researchers see how the company recognises every need in the market and how it offers products and services for different customer segments. The study is finalised by analysing managers and employees’ perceptions on the effectiveness of e-marketing strategies used by the company through its marketing communication strategy, strategic marketing, distribution strategy, and competitive marketing strategy. The focus of the study is the formulation of e-marketing strategies for the company's future expansion into strategically important markets.