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Case Studies » Featured Case Studies » Case Studies » Effective business strategy for online success - Filling a market need Effective business strategy for online success - Filling a market need

Filling a market need’s continued success and growth in the market is largely due to theentrepreneurship that commenced with Greg Roebuck, which has continued with the incubation of creative ideas within the business. Greg was shocked by the inconsistency of information provided in traditional classified advertisements. As an entrepreneur, he recognised an opportunity and did something about it!He launched a business that immediately raised the quality and quantity of information available to buyers and sellers to achieve a sale. The continued diversification of the business from automotive products into a range of aligned channels, markets and geographies such as the sale of industry equipment further typifies entrepreneurship – looking for new ideas, managing the risks involved, but achieving commercial success. Underpinning this is innovation, which will be covered in detail later in this case study.

Seeing a market need is one thing but the capacity to meet that need relies on sound business planning. Figure 2 provides the application of some of the key elements of a business plan that would have applied to when the business was first conceived back in the mid 1990s.

Figure 2:


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Associated with:
Learning Area(s):
  • Business Environment | Developing organisational culture
  • Business Environment | Measuring business performance
  • Business Environment | Significance of business
  • Business Environment | The business life cycle
  • Business Structure and Organisation | Organisational structures:overview
  • Change Management | Change issues for business
  • Change Management | Strategic planning
  • Communication | Effective communication models
  • Communication | Technology and communication
  • Entrepreneurship/Innovation | Fostering innovation within business
  • Entrepreneurship/Innovation | Innovative business
  • Entrepreneurship/Innovation | Product/service innovation
  • Entrepreneurship/Innovation | The role of the entrepreneur
  • Management and ICT | The impact of technology on business
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
  • Small Business | Small business and entrepreneurship
  • Small Business | Starting a small business
From: Edition 6

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