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| Details |
| Case Code: CLIBE030 |
| Case Length: 2 pages |
| Period: -- |
| Pub Date: 2005 |
| Teaching Note: Not Available |
| Subject :Business Environment |
| Price:Rs.50 |
| Organization :-- |
| Industry :Information Technology |
| Countries : -- |
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e-Commerce-Need for Localization * |
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| This caselet describes how by the end of the 20th century, US-based online companies had already captured 20% of the European market. However, it goes on to quote analysts who are of the opinion that it may not be easy for US-based online marketers to make further inroads into the European market. |
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Issues: |
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- US-based on-line companies in Europe.
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- Strategies for US-based on-line marketers to increase their market share in Europe.
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| Introduction |
In the late 1990s, the US was the leader in e-commerce. But with more than half of the potential online market outside the US, the focus is now shifting to Europe. By the end of 20th century, US-based online companies had already captured 20% of the European market.
Many European retailers' offline revenues have declined as a result of the larger number of customers purchasing online. But, analysts suspect that it may not be easy for US-based online marketers to make further inroads into the European market.
The European market is a mixture of several regional markets (countries) with their own cultures, traditions, languages and also at different stages of development....
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| Questions |
1. European marketers have definite advantage over other marketers as far as the European market is concerned. Do you think it is worthwhile for US online marketers to try to capture the European market?
2.What are the steps that US-based e-commerce marketers can take to increase their European online market share? |
Keywords |
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E-commerce, B2B e-commerce, European e-commerce industry, US e-commerce industry
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
$16) per copy.
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