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?
Was this article helpful?
Only By Using The Precise SEO Tools.. Can You Get Tons Of Free Targeted Traffic To Your Websites amp Then Only IF You Know The Right Tools amp Exactly How To Use Them! Nobody Builds A House Using A Butter Knife And A Pair Of Pliers! And You Can't Get To The Top Of The Search Engines Without The Right Tools, Either.