Part 1 Option 1: Video marketing campaign site (1250 word equivalent)
URL =
Video Script
Talking Head
Hello, are you looking for latest games, HD videos, music, and memorabilia or caters? That is always a daunting task to do by yourself when we are here and ready to serve you. We are a U.K based company that specializes in selling video games, both latest and all-time favourites that will always leave you wanting for more. Also, we have been dealing with all range of videos and music genres and we guarantee you will not miss your portion too. Additionally, we have a range of memorabilia and caters that you can order anytime and we will deliver in no time because we know what each means to you.
We pride ourselves in provision of quality and timely services to our clients. Our two years’ experience in this business have enabled us gain a great insight in the industry and we keep adapting to meet your daily needs and demand. Thus we can assure you of unrivalled content each single day break.
Why us?
We genuine products and observe professionalism in our dealings. We do value quality content that is why we always go out of the way to bring something new into the market for you own consumption. Our contents are protected by U.K intellectual property rights laws and conforms to the WTO property rights. This guarantees you only original content from us all the time.
We have a dedicated online team that is always ready to serve you. You can bag on our promise of always getting your content ready in less than ten minutes upon order because we value your time and always ready to ensure your programs and plans go as scheduled. We also have a quick dispute solution panel that is always on the stand by to ensure you get what you ordered for and any issue resulting from the transaction is finalize in good time because your satisfaction is our success.
You can reach us through the contact us button to enable us serve you better. Thank you for watching and we look forward to hear from you soonest. The next time you order for any of our products, please use this coupon code VH6TR as a special gift from our company for watching the video. Thank you.
Script
Video Marketing Analysis
Strength
Video marketing has a viral effect and can generate a huge traffic to the company website. It also has a back link that takes the user to the company website for the purpose of viewing offered products. According to Brown (2012), video marketing creates an appeal capable of influencing sales if done correctly. The company does not have to create more videos each and every day provided all its details and services are documented in the initial video. It is also easy to modify the video to add a new message to reflect change in consumer needs or market trends.
Also, it is capable in influencing instant sales. This is because of the connection created between the message displayed and matching them with the customer’s needs. A customer can make instant decision to try the products. I the customer finds out that the products are superior to other market offering or if the services are excellent, the customer will voluntarily our of satisfaction share the video across a personal social media platform (Evans 2012) asking their friends to check it out. A company can realize a quick surge in online presence that is needed for an e-commerce oriented business.
Weaknesses
Ang (2013) argues that video marketing may not offer a real image of the company due to the limited display time dictated by target audience availability or requirement of short videos. It is not possible to produce a long marketing video because it will be inappropriate to many consumer audiences who will find it irritating and boring thus defeating its purpose. Consequently, the firm video marketing plan would have failed.
Video marketing may fail to reach the target audience if he plan is not properly executed. Posting the video in unpopular site where the target audience may to interact with the message in good time is likely to deny the firm a good start in the e-business venture (Shimp 2010). Sometimes it is difficult to predict the action of customers. They may become unresponsive making it difficult to know what is wrong.
Furthermore, video marketing cannot entirely achieve desired marketing objective without integrating other marketing techniques. It requires other marketing mix initiative to make it fulfil its purpose.
Opportunities
A successful video marketing can enable the business identify some opportunities through viewers feedback. For instance, a majority of the viewers may request a company to introduce a new line of product which the firm may be able to produce and since the market is assured, investing in that line of product would be beneficial to business growth and increase customer base.
Part 2: Legal or ERP or Marketing (50% of assignment 2 grade)
Part 2 Option 1: e-Business legal and regulatory analysis (1250 words)
Critically analyze the specific legal challenge you see affecting your firm/case study and how the firm should face this challenge.
Globalization has made it easy to do business around the world with much ease especially if the goods and services are not sophisticated, and their sales are governed by various international market trading laws. However, companies dealing with electronic products encounter more problems concerning the intellectual property rights. Rockman (2004, p.4) defines intellectual property rights as the intangible assets rights that arise from an individual creative effort. These exclusive rights are important to businesses as they control the wealth and the future prosperity of business. They include business trademarks, patent, and copyright.
The firm is likely to face a major challenge regarding the intellectual rights. Dealing with games, videos, music memorabilia and caters present one of the biggest legal hurdles in the e-commerce environment. This is because all these products are produced by someone or business that has invested an enormous amount of capital in getting the bestselling item in the market. The medium of sales further compounds the challenge; e-commerce thrives on the intellectual rights. Consumers are more interested in genuine products due to the availability of corrupt versions or pirated versions of the digital products that the company is interested.
The firm will be required to protect its property rights through registering its various brands and copyrighted products. The business will receive international recognition having complied with the laid down laws and regulations meant to enhance business efficiency and reliability. It will also be required to respect other business property rights and partner if need be to avoid subjecting business owners to loss of income.
Technology continues can build businesses and at the same time capable of destroying the same business without proper control mechanism. E-commerce customers are always on the lookout of getting genuine products from various retailers. They do countercheck the genuineness of the products either by its trademark or copyright. It is, therefore, important to safeguard all products sold because they may be abused by unscrupulous traders who will reproduce these products and latter impact on the business that initially offered them for sale. This may lead to losing of business through a steadily declining number of customers who may have found refuge in cheap and pirated products.
The legal system is packed with some lawsuits concerning the infringement of property rights. Last year, Apple found itself on the receiving end after being sued by Smartflash, a Texa based Small Company, for infringing on its patent rights in its iTunes technology. The court ruled in favour of the complainant and ordered Apple to pay $532.9 million in compensation. Ramcharan (2012) argues that businesses need to operate ethically and professionally through respecting and safeguarding intellectual property rights to avoid destabilizing their business liquidity position through running legal battles associated with infringement of these rights.
A company can prevent abuse of these rights through many ways that will ensure all products that are not the original creation of the business are intellectually protected. First, business, before promoting or offering products, must scan for all licenses and copyrights related to the product. It is important to find out what you can do or cannot do with the product. In this case, the business is in the business of redistribution as well as creation. In the event, a company discovers that the idea or product has patent rights, McDonald et al. (2002) suggest that it is prudent enough to seek a strategic alliance with the producer to aid smooth flow of the business.
Next, a business needs to be conversant with the fines associated with differentartistic content available in the market before making any further steps. Some products do not attract hefty fines implying the owner may allow reproduction and distribution upon request which can do the business a great deal. Business can then make arrangement to get the much-needed permission to be able to conduct its future activities legally and ethically. The cost of securing these rights is too expensive for a startup. It may prove difficult to enjoy the protection from the state without paying the set minimum amount to have exclusive control of the products.
Lastly, the business needs legal help regarding the property rights. Dutfield (2009) argues that it is necessary to seek the services of an intellectual property right lawyer to help fast track business operations. This may involve patenting of business products, copyrighting as well as paying royalties for all the unoriginal products a firm is offering for sale on behalf of the producer. In some instances, it will be necessary to operate as a franchise to ease the cost of securing copyrights of other products from different producers. Also, the business needs to obtain its property right as its success is heavily dependent on the intellectual property rights which form the backbone of e-commerce.
Analyze how 2 countries (outside the UK) your firm does business in (or will in the future) treat the legal issue differently. Evaluate how laws in these countries might affect your decision to sell products in that country.
Intellectual property rights (IPR) in China
China economy is improving day after day with many companies heading to Beijing due to various operations advantages the country presents once you obtain a license. However, there is one main issue of concern relating to intellectual property rights. China lacks a legal framework to enforce these regulations. This has created room for piracy leading to sizeable loss of revenue and in some cases has contributed to the collapse of technology companies that found their way to Beijing.
Operating in this country will require a business to protect its property rights through taking some measures to curb the vice before the government enacts enforceable laws that will deter breach of IPR. It will be difficult to protect forever the interest of the business in the environment where the government has decided to remain silence or give promises without actions. Entry of China into the world trade organization seem to offer some hopes as the country promises to strengthen its intellectual property rights laws that will protect various business in the country to encourage professionalism and business growth.
However, based on China current market environment, the business will find it difficult to attain any admirable profitability. All the products and services will be at the mercy of unscrupulous traders who want to benefit by corrupting the system making technology a tragedy in doing business and not as the future of businesses.
Intellectual Property Rights in France
Intellectual property rights in France are protected by the French Intellectual property Code (IPC) which was revised in 2006 to conform to the international intellectual property right standards. Any business new or old has to comply with these rights to promote healthy business practices. An intention to invest in France will mean that the business will enjoy the benefits of existing laws that will protect the interest of the business. This will guarantee progressive profitability when the citizens love the products and services and the business is operating within the set laws and regulation.
Also, France is a member of WTO with set IFR standard which must comply with. The business will need to ensure that it does not breach any of the property rights whether it relates to patent, copyright and trademark among others. Consequently, the business will need to get an operating license and register its business trademark, copyright and patent with the relevant authorities to ensure smooth operations in the country.
It is also important to note that France does not allow the sale of the Nazi memorabilia hence engaging in the sales of banned products is likely to adversely affect business operations through fines and revocation of license. However, the future of the business is guaranteed due to enabling business legal frameworks that support the current line of products the firm is offering. Furthermore, it is easier to enter the French market as most of the FDI policies support e-commerce businesses.
References
Ang, L. (2013). Integrated Marketing Communications: A focus on new technologies and advanced theories. Cambridge: Cambridge University Press.
Brown, E. (2012). Working the crowd: Social media marketing for business. London: BCS.
Dutfield, G. (2009). Intellectual property rights and the life science industries: Past, present and future. Singapore: World Scientific.
Evans, D. (2012). Social media marketing: An hour a day. Indianapolis, IN: Wiley.
McDonald, F., Burton, F., Walton, P., Dowling, P., &Decieri, H. (2002).International business. London: Thomson.
Ramcharan, R. (2012). International intellectual property law and human security. Hague: Asser Press.
Rockman, H. B. (2004). Intellectual Property Law for Engineers and Scientists. New Jersey: Wiley & Sons.
Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Mason, OH: South-Western Cengage Learning.
