Brauns Online Presence :: essays research papers

Key Issue Brauns main concern is to determine in which aspirate it is beneficial for the company to extend its online presence, and how aggressive the expansion should be. Recommendation It is recommended that Braun increase gradually its online presence in order to maintain a broader customer base. However, an aggressive increment of its online presence is not recommended since it would be too risky for them. Rationale Nowadays, online presence is a must for many businesses. Moreover, being a Canadian sports retailer, it is an asset to have access to other markets that guarantee sales throughout all the year, and not just in the summer season. Additionally, it cant be argued that Brauns online incursion was very successful, and that being online represents another way of interacting with customers, which have been Brauns base of success. The fact that theyve translated their customer service orientation course into its online portal, have provided them with a competitive advanta ge.However, online sales makes just 10% of Brauns annual r in timeue, and it can not be forgot that, being a regard small business focused in long term relationships with their retail customers, the main way of business for them is in-store business, which differentiate themselves from Bikeshop.com and its recent failure against all odds.Therefore, even though entering the online sector in an aggressive way is not recommended, it can not be denied that to increase gradually an online presence will be good for Brauns business. Financial Implications Last 4 months actual online sales were around 47,000$, so 120,000$/year will be a materialistic estimate (taking into account that majority of the sales are done in summer).