Kiliril Case Study

What should Kiril focus on next? What should be his lowest priority?
Ans.
The Kiril at this point of time should focus on two important things:
1. Acquisition of new customers
2. Engaging the existing customers Least priority should be any further emphasis on product development.

Evaluate the BigSkinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid? To lower its bid?
Ans.
All the keywords in Exhibit 4 are narrowly defining the business. Because of this Kiril is losing opportunities in SEO. Lets look it from consumer’s perspective. If a customer is planning to buy a wallet what usually would he/ she will write. He might not have idea like any like thin, Skinny

Ans.
Big Skinny is not using its social media effectively though they have a fair presence across various social media platforms. The blogs and videos posted are only visible to users who could actually reach the website. Whereas, Ideally it should happen otherwise that this videos, blog post, photos should direct the traffic to the website.

The interactive content can be also strategically used to drive traffic. In fact this will serve dual purposes : it will engage the customers and would also generate traffic on the website of the enthusiast buyers.

Should Big Skinny expand its partnership with online distributors?
Ans.
Yes, it should. As the case mentions that it is a impulse purchase. So partnership with online distributors would give access to users who are not actively looking for buying a wallet, but then after looking at the product might get reminded of the need and would eventually end up buying wallets.

This would also give access to consumers who are searching this distributor’s site for gift options and again by seeing the product listed there can remind them of gifting a wallet.

This will expand the scope and will give grater consumer exposure.

Intellectual Property Rights: Much of the electronic commerce either deals in or relies on information, which brings it into confrontation with intellectual property law. Although conflicts still exists between different countries regarding IPR laws most countries have agreed to a set of internationally recognized rights. The World Intellectual Property Organization distinguishes two types of intellectual property rights that are commonly recognized in most of the countries: Industrial Property, protected by patents, trademarks and design rights, and Literary & Artistic works, protected by copyright.

c. Content blocking: One of the cherished uses of the Internet has been to act as a public platform for free speech. However, different countries have different view on what restrictions should be applied to freedom of speech on the internet. The following can be some examples: Material that is indecent, Material that vilifies people on the basis of race, gender, sexual preference or disability or promote hatred on those bases, Material banned as contrary to the national or cultural interest. In some cases the action of authorities has been not only to block the service but to take action against the