Proposing A Marketing Plan for the Sale of Computer Equipment Online: the Ibm Case

In spite of the beneficial advent of electronic commerce since the mid-nineties all over the world and the exceptional benefits drawn from it, only a minority of companies are found to use the Internet to sell online. It is believed that such trade is very promising; yet, there are many barriers to its development. It is necessary to uncover the reasons that lie behind the limited number of transactions online and the problems encountered by firms interested in such initiative. The research in hand is an attempt to understand the extent to which business firms are effectively seizing the opportunities given by the electronic commerce. The case of computer equipments is considered. It is believed to be promising as the use of technology per se, which tends to represent a barrier to adoption of information and communication technology, does not constitute a real problem for actual and potential buyers. First, the paper presents the concept of electronic commerce with an attempt to highlight its benefits. Second, specificities of the computer equipment companies´ presence online are underlined and the case of IBM, the world leader in information technologies, is briefly exposed. Then, an idea about e-commerce and about sales figures of computer equipment online in the world and in Tunisia are provided. Taking the case of IBM United States and IBM France, the present research aims at revealing to what extent these two companies are doing well in selling computer equipment online in comparison with their Tunisian counterpart. Then, an outline of the business strategy to be adopted by IBM Tunisa in order to foster the sale of such equipment is provided