E-Commerce Strategies: The Manufacturer Retailer Consumer Relationship

This paper will focus on how on-line grocery shopping will affect the relationship between the manufacturer, the retailer and the consumer. The Internet has brought change forcing companies to re-evaluate their on-line strategies. For established companies, doing business on-line risks damage to brands and distribution relationships that currently represent key competitive advantages. Four e-commerce frameworks are discussed and integrated with the traditional marking model (product, price, promotion, and distribution). Finally, the paper will discuss how the e-commerce strategies could be applied to a real company.