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Essay / Research Paper Abstract
This 5-page paper is an analysis of Submarino.com, a consumer web site focusing on the delivery of products and services to Latin America. The paper discusses suggestions to an already written case study.
Page Count:
5 pages (~225 words per page)
File: D0_MTsubmar.rtf
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Unformatted sample text from the term paper:
Brazil, was a large online seller of books, CDs, toys and games, DVDs/videos, consumer electronics, software and cellular equipment in the area known as Ibero-America (Mexico, Central America, South America,
Portugal and Spain). During 2000, the company did exceedingly well, with revenues of $13 million (USD) and 4,000 orders per day. Sales results exceeded targets within the five countries in
which it operated. But the outlook in 2001 for the business-to-consumer market (B2C) in terms of e-commerce looked weak, especially because capital
markets were tight (especially in Latin America, which had its own economic problems). However, Submarino was still expected to achieve rapid growth and huge short-term profitability with limited resources and
funds. Part of the problem was that investment targets were not met - but from those investors they had, Submarino was expected
to deliver. To satisfy expectations, Submarino had to increase sales from $13 million (USD) in 2000 to $50 million (USD) in 2001, and $120 million (USD) by 2002 - and
to achieve profitability by late 2002. Of course, the main question here was - how would the company do this? How could
it refocus efforts to spur sales with limited resources; especially in Latin America, an area in which computer and Internet penetration were historically on the low side? This seems to
be true, despite the fact that the Internet sector in Latin America itself was growing faster than anywhere else in the world. But there were problems, namely in terms of
income disparity, low PC penetration (as mentioned above) and low use of credit cards, which is the primary way for consumers to pay when shopping online. In Europe and Latin
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