Intermediary analysis

Chapter 2 highlighted the importance of web-based intermediaries such as portals in driving traffic to an organisation's web site. Situation analysis will also involve identifying relevant intermediaries for a particular marketplace and look at how the organisation and its competitors are using the intermediaries to build traffic and provide services. For example, an e-tailer needs to assess which comparison services such as Kelkoo (www.kelkoo.com) and Pricerunner (www.pricerunner.com) it and its competitors are represented on. Do competitors have any special sponsorship arrangements or microsites created with intermediaries? The other aspect of situation analysis for intermediaries is to consider the way in which the marketplace is operating. To what extent are competitors using disintermediation or reintermediation? How are existing channel arrangements being changed?

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