Problem: Digital Business
Length: 1500 words.
• Discuss which strategic market assumptions and decisions led to Boo's website inevitable failure?
• Compare and contrast the marketing strategy of Boo's website with successful online travel and leisure retailer lastminute website. Suggest what made the difference between success and failure
• Use the framework of SOSTAC to appraise the marketing strategy and tactics of Boo.com.
• In many ways the vision of Boo's founders was ‘ideas before their time'. Explain why.
• Give examples of e-retail techniques adopted by Boo's website that are now common place.
The response should include a reference list. One-inch margins, Using Times New Roman 12 pnt font, double-space and APA style of writing and citations.