C/M/241. Internet Penetration and its implications on International Marketing

This report is in three sections. The first describes the degree of penetration of the World Wide Web in consumer markets in America, Asia, Australia and Africa, giving reasons for the differences. The report has found that the degree of penetration is related to the economic situation in each country and that the penetration in Europe, North America and some parts of Asia is far greater than the rest of the world. The second part of this report discusses the international marketing implication that has for firms with a global reach. It has been found that this information is valuable for developing market awareness as well as a sales and distribution channel, and is especially valuable for small firms wishing to enter new markets without the normal high levels of investment. The third section is an evaluation of the role of the internet for promotion and distribution. This analysis has found that whilst there are huge opportunities for both traditional bricks and mortar firms and those that are ‘click only, marketers have to be aware of the operational implications which if not carefully planned for may cause greater customer dissatisfaction and loss of business than no presence at all.