“Topo centras” EMarketing plan
Presented by Gediminas Sumyla
Company
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“Topo centras” is the biggest
domestic electric appliances and
electronics trade network in
Lithuania. Company sells domestic
electric appliances, audio and video
equipment, digital photography
equipment and computer equipment.
“Topo centras” trade network
consists of more than fifty huge
stores in Lithuania and Latvia. “Topo
centras” belongs to international
corporation group “AG Group”, which
is the leading retail and wholesale
corporation in Baltic States.
Selling brands
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Corporation represents worldwide known brands such as
„Beko“, „Gorenje“, „Vido“,
"Blomberg", also imports
famous brands such as „Sony“,
„Panasonic“, „Philips“, „LG“,
„Toshiba“ and „Samsung“ from
all over the world.
Website
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“Topo centras” has one website
where you can look for the prices of
audio and video equipment,
domestic electric appliances,
computer equipment, digital
photography equipment, and mobile
phones equipment. It also tells a
little bit about the company, includes
store locator, and describes all
special deals and services.
It also has career opportunity center,
surveys, newsletters and latest news
about the company.
Initiative
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This marketing plan is made to change company’s
supply chain and include e-commerce feature for its
website. Customers will be able to buy online and
get their products delivered anywhere in a whole
country. They will also be able to create their
account and personalize it. Customers will have all
the features that online selling can provide such as
shopping cart, my account and track order. They
will be able to search for desired product by
category or by name. “Topo centras” customers will
also enjoy the full product specifications and
features, high resolution pictures from different
corners and sides and other customers’ reviews and
comments.
With every product that customers select they will
have a choice of gifting options, payment options
and payment plans and several shipping and
delivery options.
SWOT analysis
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Strengths:
“Topo centras” is a trusted brand
Company is leading in the market in the whole
country
Stores are located everywhere in the country
Company has funds to invest in e-commerce
initiative
Over 11 years of experience and knowledge in the
market
Company already has a product distribution system
Regular sales and discounts
Company known as the “cheapest price” company
Great customer service
Lithuania is a small country, that can be crossed in
3 hours
SWOT analysis (cont’d)
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Weaknesses:
Lack of expertise in e-commerce
Stores are located in bigger cities, so they
are not reaching smaller towns
“Topo centras” is the first company to
enter e-commerce in this market
Company has to change its supply chain
Lack of professionals in e-commerce
market
E-Commerce is slowly being developed in
Lithuania
Low internet penetration in smaller towns
SWOT analysis (cont’d)
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Opportunities:
Growing need for E-Commerce
Lack of competitors
Growing lifestyle trends for online
shopping and product research in
Lithuania
Technological development in major
cities
New markets to share
Opportunity to be the first and
conquer the market
SWOT analysis (cont’d)
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Threats:
First in the market
Lack of experience in selling online
Possibility of other companies stepping in
the market
Price wars with competitors
Fear of not having the market demand
People are not used to buying online and
are afraid to do so
Credit card and identity thefts
Possible hacker attacks on company’s
database
Strategic planning
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1. Demand analysis
According to “Internet World Stats”
Lithuania has 1,221,700 internet users
which is about the 36% of total population
and it’s rapidly growing. People have better
access to the internet which creates
different demands.
2. Segment analysis
Lithuania’s most internet users are young
people form 15 to 35 years old. “Topo
centras” will focus on the 3 major cities in
Lithuania, which take a little less than half
of the population of the country. Company
will be focusing on young people, young
families with higher income
Strategic planning (cont’d)
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3. Supply analysis
Because “Topo centras” will be the
first company to enter the market,
company will to focus on acquiring
new customers and creating value
for them. Lack of competition will
result in fast growth of new
customers. “Topo centras” will
accentuate perfection in customer
satisfaction in order to keep the
customers. By building relationships
with customers company will build
the brand and grow trust in selling
online.
E-Marketing strategy
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After purchase products will be
packed by the nearest store that has
them in-stock and shipped to
customers’ addresses. Same day
delivery will be available, because of
geographic scope of the country.
“Topo centras” has established
promotion channels, so
implementing website advertisement
will be cheap.
Company will be advertised in other
websites through banners as well.
Implementation
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Inventory management systems software.
Purchase of new hardware to store data.
Website launch with e-commerce
capabilities.
Training employees.
Hiring new system administrators if
needed.
Purchase of new trucks.
Promotion channels implemented
Collecting, analyzing and managing the
gathered data
Conclusion
Being first in the market is
challenging and it is important
to understand what customers
want and what they need.
 “Topo centras” known as trusted
brand that keeps the lowest
prices. It offers great variety of
products with large discounts
which creates huge benefits for
customers.
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