E-business as a distributional strategy : case: Veikkaus Oy
Nguyen, Tue (2013)
Nguyen, Tue
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305046205
https://urn.fi/URN:NBN:fi:amk-201305046205
Tiivistelmä
E-business, started in North America 1994, has become a new field of application of internet technology. While the benefits E-business brings to firms and companies are massive, it takes knowledge of know-how, good visions and strategies to achieve success in E-business.
This study focuses on marketing strategy regarding E-business, especially distribution strategy, which pays an important role in making E-business successful. Using qualitative research method, the author attempts to find out the reasons behind firms and companies’ E-business adopting decision making. The data for conducting the study are collected from books, articles, journals, reports and Veikkaus Oy semi-structure interview.
Veikkaus Oy is the leading national gaming company in Finland with a turnover of 1792.7 million EUR, of which over 30% came from E-business activities. The main operation of Veikkaus Oy is to provide lotto games, pools, betting games, instant games and other draw games, at the same time promote public good in Finland.
Through the case: Veikkaus Oy, the main finding of the study is that there are factors affecting the decision of choosing E-business as a distribution strategy: environmental, market, product, manufacturers and intermediaries. The study also concludes that product factor is the success deciding factor, and provides findings of how should companies incorporate the Internet into their business operation.
This study focuses on marketing strategy regarding E-business, especially distribution strategy, which pays an important role in making E-business successful. Using qualitative research method, the author attempts to find out the reasons behind firms and companies’ E-business adopting decision making. The data for conducting the study are collected from books, articles, journals, reports and Veikkaus Oy semi-structure interview.
Veikkaus Oy is the leading national gaming company in Finland with a turnover of 1792.7 million EUR, of which over 30% came from E-business activities. The main operation of Veikkaus Oy is to provide lotto games, pools, betting games, instant games and other draw games, at the same time promote public good in Finland.
Through the case: Veikkaus Oy, the main finding of the study is that there are factors affecting the decision of choosing E-business as a distribution strategy: environmental, market, product, manufacturers and intermediaries. The study also concludes that product factor is the success deciding factor, and provides findings of how should companies incorporate the Internet into their business operation.