I will describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business. I chose Argos as a company for this research and I will

I will describe the benefits and opportunities to the business of using internet marketing within the marketing mix of a selected business. I chose Argos as a company for this research and I will use the 7 ‘Ps’ of the extended marketing mix: product, price, place, promotion, people, physical evidence and process.

Name of the business: ARGOS
Extended Mix items:	Benefits to the business	Opportunities for the business
Product	Argos is selling a wide selection of products ranging from jewellery to cross trainers and sewing machines. Argos buying capacity is strong because the company is purchasing such a vast range of goods from its suppliers in bulk, which is much cheaper for the business.	Argos could take on the opportunity of developing the usage of Augmented product concept. Valuable aspects of an augmented product consist of a product warranty, service, launching, and the provision of such services could make using the purchased product easier for the customer. In order to stand out from its competitors, Argos could augment some particular products with warranties, customer service hotlines and other complimentary services in order to make its product highlighted. It could be an opportunity because if the company is offering certain complimentary services and applications that are exclusive to its customers(and Argos’s competitors do not use them), in time, it would make customers loyal and the more customers the business obtains, the higher sales figures are.
Price	Apart from price flexibility, level pricing and introductory pricing, on its website Argos continuously offers special discount prices throughout the year on particular products, including those goods that are available only online. This factor is advantageous for Argos because consumers, who are aware of that, will keep choosing shopping on Argos online, and consequently ensure consistent building of relationship marketing.	Currently, the company is a preferable shopping destination for working class and middle class part of population. And, although, the company’s wide range of goods captures all age groups from young to older people, Argos could evolve by a mean of selling more expensive brands which would draw upper-class consumers. Expanding its target audience through setting higher prices on certain new brands could serve as a mean to maximise profits to the company.
Place	Argos has gained certain advantages from selling its products online because since the website and delivery service is available for all consumers across the UK, - Argos succeeded in expanding its target audience and therefore, has increased its sales figures.	The company could take on the opportunity of expanding selling its goods worldwide or expanding across EU (France, Germany, Italy, Belgium, Austria) the way, for example, another British retailer did – Marks and Spencer. Argos could also attempt to penetrate Eastern European markets online: Bulgaria, Estonia, Latvia or Lithuania. Distribution worldwide or further across different parts of Europe would magnify Argos’s revenue and could be seen as an attempt to build solid relationships with consumers from different parts of the world.
Promotion	One of the main means of Argos advertising is through descriptive catalogues which offer extensive product information and how to order the goods online or purchase in store. Apart from these benefits of such catalogues for consumers, the catalogues also benefit to Argos because they reduce the number of sales assistants which cuts down the general expenditures of running the business.	The company could take on the opportunity of developing better communications with its customers (regular and loyal customers as well) via launching personal shopping service in its biggest stores and online (via informing about and offering invites to exclusive product previews). Argos personal shopping service would satisfy its customer’s shopping cravings in a tailored appointment with a personal shopper who would add a personal touch to the overall shopping experience. This service would enable reservation of prime products and would be a perfect time saver for busy consumers. Whether the customer is after a special gift or special equipment for a big event, or wants to get a first look at the latest products (jewellery for instance), or completely renewing kitchen equipment, Argos team of personal shoppers would be available to make the season’s best products work for its loyal customer. Such strategy would make Argos stand out from other large general-goods retailer in the UK and develop building of relationship marketing with its customers.
People	Currently, the company is known for its well-trained sales personnel who are responsible for every element of Argo’s sales process from ordering a product at the till to packaging products for customers. Argos benefits from the paying a lot of attention to the fact that every single decision and policy is carried out by a specific person in a specific way throughout its stores.	Argos could take on the opportunity of developing personal shopping with a private personal shopper who would add a personal touch to the overall shopping experience. Therefore, the company would need to focus on selecting, recruit, and retaining the proper people, with the skills and abilities to do the important job of personal shopping in accordance with the high standards of service. The company could take on the opportunity of investing in recruiting people who would provide execution of personal shopping service of the highest quality which, in the long-term run, would ensure customer loyalty and potentially attract new customers.
Physical evidence	The present benefit to the business is the environment in which Argos’ service and goods are delivered which helps to communicate and perform excellent shopping experience.	Consumers’ expectation of a high level of presentation in Argos stores, as well as the need to easily find their way around the store proposes the idea of improving and developing the layout and structure of Argos both high-street and virtual stores. In terms of improvement, Argos website’s front page could be considered as too informative and detailed, so the company could work towards simplifying its welcoming webpage. When it comes to Argos high-street stores, the company could work towards shortening distribution chain, namely introducing self-checkout tills, so once the consumer has chosen the product, he would not have to stand in a long cue.
Process	Argos customer service’s aspect of the process includes availability of rapid ordering of goods online via technological applications on mobile phones ensures that iPhone, iPod touch and Android users keep using Argos services instead of turning to its competitors.	The company could take on the opportunity of expanding towards making these applications available for Nokia and Samsung mobile phones, this way expanding towards smartphones market. This factor would benefit Argos because its regular customers now would be able to reserve a product or check its store availability, which in turn would ultimately increase customer loyalty and therefore, the revenue.

Bibliography:

http://www.investopedia.com/terms/a/augmented-product.asp#axzz2MgkoSEU4

http://www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResult

http://www.entrepreneur.com/article/70824

http://blog.stratcommunications.com/the-5th-p-in-the-marketing-mix-people/

http://vectorstudy.com/management-theories/extended-marketing-mix-7ps

http://www.argos.co.uk/

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