The Development Of Expleco Limited Company

Company Introduction

Expleco Limited is a Marlborough based company founded in 2009 by an environmentally passionate naval engineer, designing and manufacturing glass bottle crushers. Once turned into sand or cullet, the crusher presents a volume reducing, recycling and reusing solution. The remarkable invention is already exported in more than sixty countries and offers an efficient recycling opportunity to the most remote parts of the world. By improving continuously, the reusing possibilities, the aesthetic side or by adding features to the existing machines, the innovating company’s value proposition is standing on the environmentally friendly and sustainable business track.

Significance of internet components

Internet is a global wide system of computer networks that operate using TCP/IP to transfer data via various types of media. For Expleco Limited the significance of internet components like:

1. Infrastructure. Such as the computers, cables, powerlines and power supplies that allow Expleco to transmit and receive information internally as well as externally (SEGI, n.d.).
2. Exchange. This component is not visible to the Expleco’s end user since include aspects such as TCP/PI protocols, IP addresses, Packet routing, HTTP, FTP, bit torrent traffic, VOIP, SMTP and any other future protocols that to a large extend do not require human intervention or human observation (Dann & Dann, 2011)
3. Interaction. Refers to the social and intellectual infrastructure conducted via the medium internet that allow Expleco to interact between employees, users, processes, applications, services and external networks.
4. Environment. The virtual environment aid Expleco to better understand the interaction between infrastructure, interactive exchange and social interaction results in an economic and social structure (Dann & Dann, 2011, p. 9).

Benefits from business considerations in the e-branding

E-branding as digital representation of Expleco online help it to build and gain credibility and trust of the consumers (Graphicsmerlin, 2017). First of all, e-branding has helped Expleco to enhance its corporate image as a friendly environment company not only with its logo that has an arrow in its design symbolises recycling but also promoting its brand as a company that develop an ecologically sustaining recycling equipment. Secondly, this strategy has allowed the company to export its machines in 60 countries owing to wider access to clients national and international that has achieved because of simple distribution logistics over the internet, international mail and courier services for shipments of physical products (Dann & Dann, 2011, p. 51). Last of all, Expleco has benefited from e-branding reducing costs and increase its savings by replacing from print to electronic promotions such as Expleco’s website, videos in YouTube or promotional campaigns in Facebook.

Impact of the unique e-marketing issues

Being a small-size company addressed to worldwide companies that does not just need to solve glass disposal problems but also committed to environmental value, Expleco face the following issues:

• Expleco’s website and social media are the main communication channels for the company, however, the company does not have within its strategies to keep frequently update these channels. It would be recommended to have a specific role responsible for creating a quality and valuable content for customers.
• Exporting to 60 countries, Expleco’s website and social media visitors might speak different languages, for this reason the company may organise and optimise its channels for different countries and give translators for the tools to the visitors (Kolowich, 26).
• Although internet is an effective tool to transmit quality information, Expleco has to be aware that the information disseminated could have a negative impact and quick effect on potential consumers in the case of errors such as confidential information release or consumers negative experience (Dann & Dann, 2011).
• Considering the number of sent emails, it would be highly possible for Expleco to originate spam emails and losing partially the control of some information sent to consumers.

On-line and off-line branding in Expleco’s promotion

Expleco Brand managers need to incorporate Integrated Marketing in their marketing mix strategy to develop the organisation. Merging online and offline branding will lead to greater recall and sales by using (Digital Republik, 2017):

• Online influencers, whose expertise will link to trust and brand equity.
• Online coverage of offline events, through video that could bring users to the next Expleco event.
• Consistency, in messages, promotions, to give Expleco users same feeling and experience.
• Users’ curiosity which can be tickled to bring them to research deeper into Expleco’s platforms.

Ansoff Matrix

The Ansoff Matrix is a strategic tool providing Organisation’s Executives with help in the market-product decision making. Expleco is exporting its crusher in 30 countries, operating therefore in Market penetration. But they are Market opportunities development in New Zealand, by gaining market shares with Councils, and placing some machines on touristic beaches where users could crush their glass bottles, witnessing their own positive ecological impact. The Councils could also acquire some crushers to provide sand in the process of road renovation, thus saving supplying cost (Pickford, 2013).

• Porter’s generic strategy
• Product differentiation, strategy applied by Expleco through the uniqueness of its machine.
• Cost leadership, which actually does not apply because of manufacturing quality reasons, but could be considered, for example by buying good metal parts supplies from cheaper Indian steel provider.
• Diversification is not an option for Expleco right now, as its product is a very technical one, needing operation and marketing attention. But once the glass crusher gets to be popular, Expleco could plan to diversify into a plastic container crusher for example.
• Niche marketing is covered by Expleco, in offering a cullet crusher, essentially for industrial use (MindTools, n.d.).

Bibliography:

1. Dann, S., & Dann, S. (2011). E-marketing theory and application. London: Palgrave Macmillan.Digital Republik. (2017, June).
2. 5 REASONS WHY 95% OF MARKETERS MERGE ONLINE AND OFFLINE MARKETING. Retrieved September 8, 2018, from The Digital Gazette: https://www.digitalrepublik.com/digitalgazette/2017/june/strategies-to-combine-online-and-offline-marketing.php
3. Expleco Limited. (2015, October 1). Facebook Profile. Retrieved September 8, 2018, from Facebook Page: https://www.facebook.com/expleco/
4. Expleco Limited. (n.d.). Home. Retrieved September 17, 2018, from Expleco Limited: https://www.expleco.com/
5. Graphicsmerlin. (2017, December 18). Top 5 Benefits Of Online Branding For All Types Of Businesses. Retrieved September 15, 2018, from Graphicsmerlin Website: https://www.graphicsmerlin.com/top-5-benefits-online-branding-types-businesses/
6. Kolowich, L. (26, May 2017). 8 of the Top Marketing Challenges Marketers Will Face This Year. Retrieved from Hubsport Website: https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx
7. MindTools. (n.d.). Porter's Generic Strategies. Retrieved September 5, 2018, from Strategic Options: https://www.mindtools.com/pages/article/newSTR_82.htm
8. Pickford, K. (2013, February 20). Glass grinder going global. Retrieved from Stuff: http://www.stuff.co.nz/marlborough-express/news/8327164/Glass-grinder-going-global
9. SEGI. (n.d.). Internet Infrastructure. Retrieved September 10, 2018, from Segi Sales Blog: http://www.segisalespros.com/Blog/internet-infrastructure
10. Techopedia. (n.d.). Internet. Retrieved September 15, 2018, from techopedia.com: https://www.techopedia.com/definition/2419/internet pg. 2