1. Discuss which strategic market assumptions and decisions led to Boo.com’s inevitable failure?
2. Compare and contrast the marketing strategy of Boo.com with successful online travel and leisure retailer lastminute.com. Suggest what made the difference between success and failure
3. Use the framework of SOSTAC to appraise the marketing strategy and tactics of Boo.com.
4. In many ways the vision of Boo’s founders was ‘ideas before their time’. Explain why.
5. Give examples of e-retail techniques adopted by boo.com that are now common place.