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for fasterB2B penetration

Mentors:

Anita Cuinova-Suleska Ph.DNada Sekulovska Ph.D

Dimitar Jovevski

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Mission and vision

Mission As a complete customer oriented system, Tc.mk has amission for the customers and merchants to offer:- Maximum value, through best functionality and utilization- Ensured satisfaction, through the system of reclamationmanagement and service quality- Security, through the system for scam protection

Vision Tc.mk has the vision to achieve fast growth in theMacedonian market by providing best way for buying and tradingon-line that is available to all customers and merchants. This isachieved through comprehensive and systematic approach that

involves the removal of all logistical, technological and otherbarriers and combining the world's best practices with theirinnovative solutions.

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Marketing mix - PromotionMarketing

mix - Promotion B2B agents presentational site for B2B

market e-trgovija.tc.mk Facebook

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Michael PortersMichael Porters

5 competitive forces5 comp

etitive forces

Barriers to entry benefit existing companies already operating inthe market and protect them from sharing and taking away theirrevenue and profit form new competitors. Tc.mk is already workingon the Macedonian market and is achieving success on Macedonianmarket, so their barriers to entry are literally low. This does not

imply on the other companies who can endanger tc.mk on themarket. The market is small, with no sufficient volume and iscurrently in development. This does not guarantee quick return oninvestment and here arises the question of cost- effectiveness ofentering this market. Most constraining factors for companieswishing to operate in this area are the operating costs, investmentas well as the risks associated with entering on this small market.These factors are even more restrictive than the low awareness ofthe merchants and the whole Macedonian population. So, thebarriers to entry on the this market are medium to high.

Barriers to entry

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How high is the probability that other company will enter themarket and endanger Tc.mk by offering the same or substitute

services? At this point, this threat tends to be low, because of therisks and investment associated with this type of service offering.If we add to this the low degree of knowledge about this type ofservice in our country, then this further decreases the probabilityof service substitution. However, even things are set this way; noone can be completely certain what the future can bring. Becauseof this, tc.mk should constantly improve and implement newinnovations to counter even the slightest percent of servicesubstitution threat. The switching costs are one of the criteria formeasuring the risk of substitution. In this case the switching costsare high so this indicates that the risk is low.

Threat of substitution

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In this virtual world, the bargaining power of suppliers is reduced.

Tc.mks suppliers, such as banks, delivery companies, hostingcompany, the domain company, are facing with low bargainingpower. They are practically competing with each other, who willoffer the best deal, thus reduces their bargaining power. Here,Tc.mk is faced soft lockin, because once tc.mk startscollaborating with certain supplier, the company is faced with

switching costs which may be high, because the whole processonce implemented, can lead to further cost increase. This can be ofbenefit to the suppliers, because this way further relationship withthe client is somehow guaranteed, but still their bargaining powertends to be low, because of the increased competitiveness withother suppliers, which brings tc.mk certain advantage.

Bargaining power of suppliers

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Buyers now have on disposal large amount of up-to-dateinformation and higher knowledge about all the stages in thedecision-making process. They are informed by multiplicity ofsources and have opportunity to compare prices and productsthrough price comparison sites and supplier search intermediaries.Arising factor is the word-of-mouth communications, where thecustomers express their positive or negative feeling towards aproduct or service and the related purchase. Interesting aspectconcerning tc.mk and this aspect of Porters 5 competitive forces is

that Tc.mk is unique on the market, so the business buyers are notallowed to choose between different e-commerce supporters, likeTc.mks itself. This to a slighter percent decreases buyersbargaining power, because of the absence of other suppliers on themarket with whom they can form relationship and use theirservice.

Bargaining power of buyers

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Competitor analysisCompetitor analysis

For the purpose of this analysis, it was conducted marketplaceanalysis and evaluation of different companies operating inMacedonian online market and after this process of identifyingcompetitors, it was concluded that tc.mks service is unique onMacedonian online market and no direct or indirect competitors werefound i.e. companies who offer creation of integrated web shops for

their merchants-partners, among other services, who might take overcompanys market share and revenue.

Many companies were identified offering online sale ofproducts/services and in that process collaborating with businesseswhich supply the products for online sale, such as www.exquisite.mk,www.doma.com.mk, www.step.mk, www.trgovija.mk,

www.cenovnik.mk, www.kupi.se etc, but they, unlike tc.mk do notoffer businesses their own website/online shop or further integrationwith the company nor Internet marketing strategy creation anddevelopment, service logistics or additional services tc.mksbusiness model is different from these online shops.

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Customer analysisCustomer analysis

Different types of customers can be identified whomight have interest in using Tc.mks service. Thisservice can be applied in all types of organizationswishing to sell online, as well as outsource thecreation and implementation of Internet marketing

strategy. In order to identify Tc.mks potential customers andtheir needs and preferences, we executed a survey ondifferent types of businesses operating on theMacedonian market.

From a sample of 22 interviewed companies, we

came to conclusion 59.1% of them would like to sellonline and 72.7% would like to take advantage ofTc.mks offered benefits.

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Strategic options and strategyStrategic options and strategy

On Macedonian market there are an increasing number of businesses who wish toOn Macedonian market there are an increasing number of businesses who wish to

promoting and selling online. Tc.mk will use their uniqueness and the absence ofpromoting and selling online. Tc.mk will use their uniqueness and the absence of

other direct competitors to attract new businesses to their service. At the sameother direct competitors to attract new businesses to their service. At the same

time, tc.mk will use the first mover advantage in the present market slowdown,time, tc.mk will use the first mover advantage in the present market slowdown,and strengthen their position in the market with more marketing activities whichand strengthen their position in the market with more marketing activities which

will lead to increased market share. Moreover, tc.mk will counter the threat ofwill lead to increased market share. Moreover, tc.mk will counter the threat of

service substitution with constant improvement of their unique offers.service substitution with constant improvement of their unique offers.

(SO1 + SO2 + SO3 + SO5 + SO6)(SO1 + SO2 + SO3 + SO5 + SO6)

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Marketing remix -Marketing remix - PromotionPromotion

Because Tc.mks biggest weakness is thelack of marketing activities, in this fieldcan be done a lot of work, concerning thebudget allocated for this area of 10.000 .We are suggesting range of mediavehicles to achieve the desired marketingeffect.Banners, billboards, press release (PR),

psychical reminders and conferencemeeting.

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BannersBanners

Promoting the company on some vertical and horizontal portals such aswww.kapital.com.mk, www.kajgana.com.mk and www.money.mnogoo.mk. Aside banner with dimensions of 125x125 and a top banner with dimensions of690x60 will be set on www.kapital.com.mk. Also, there will be advertisement

in the daily newspaper Kapital. On www.kajgana.com.mk will be placed140x140px left up banner, whereas on www.money.mnogoo.mk there will besquare banner with dimensions of 300x250. We have created an animatedbanner for creating brand awareness among the businesses in our country, witha message which instantly grab the attention.

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Press releasePress release In order to implement more credible source for marketing promotion, we

will use this technique for transmission of appropriate information aboutthe service and its benefits, again for gaining additional interest. For mostsuitable vehicle, we considered the magazine Kapital, because of its widecirculation of readers in the business circles and in the newspapersDnevnik and Vest.

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Psychical remindersPsychical reminders This marketing promotion technique will be used for constant

reminder of the company and its service, this waystrengthening the communication with the current customers,as well as with the potential customers. This will includespecial bags, pens, mugs and memos with the company nameand logo imprinted on them. Through this technique the

company can create impression for the organization, as wellas for the benefits it offers.

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Conference meetingConference meeting

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BillboardsBillboards We are suggesting placing billboards with 4m x 3m dimensions around

the area of Skopje, with a message which can easily grab the attention,

so to be achieved greater interest for the service. This way, the companycan get wider reach in the audience, in order to achieve brand awareness.Additionally, a billboard announcing the conference meeting will be placedaround the area of Skopje for promotion of this event and gainingsufficient interest.

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ENDDDDDD!!!!!ENDDDDDD!!!!!