Introduction Groupon is an Internet firm that provides marketing services in the form of direct mail and coupons. The company targets businesses that have coupon users, and has recently expanded to cater for merchants who offer coupons. The firm’s main clients are the customers who are moving from the traditional means of marketing, of using classified or the yellow pages, to a system that employs modern technology. The firm’s business is to identify consumer needs, and then structure products that suit their needs. In addition, the company offers its marketing services to merchants and companies that wish to meet their customers’ needs. Through the use of promotions, the Internet firm has expanded its market size by identifying potential benefactors of their services. Groupon’s Marketing Mix Groupon’s managers achieve their specific target market by utilizes the marketing mix tool that combines the elements of product, place, price and, promotion. Product Groupon sells wares on behalf of their clients through direct-to-consumer email marketing. They offer their service by utilising the power of group coupons. Initially, the firm encouraged its users to form groups that allowed them to negotiate with merchants. Groupon shifted its focus to providing merchants with a forum where they can place their deals and discount offers. For a deal tips into action, a sufficient number of customers must sign up for a coupon,. Unlike most online consumer businesses, Groupon forgoes the option of offering their clients’ privacy in order to allow for more transparency. These offers are then availed to customers who have signed up for them via email. Place Since Groupon is an Internet firm, the customers voluntarily and explicitly opt-in or sign up for deals offered by the various merchants. All clients have access to all the deals and discounts available, provided that they have an Internet connection. All they have to do is go online, access their email, and view the deals available. Groupon trains merchants on how to use email and coupon marketing to attract new customers. In addition, the firm attracts customers to sign up with them so as to have access to the deals being offered by the merchants. Price When it comes to pricing of their services, Groupon fails to disclose its rates. However, gauging by the current number of subscribers who use their site, and the projected increase in users, it is acceptable to assume that they have set a fair price for their services. Moreover, their revenues amount to approximately half of the total transaction ($380 million) obtained from 50 million subscribers. Since a merchant or customer can access the site via the Internet, payments are made through online money transfers. Groupon offers refunds for wares not delivered or delivered in poor condition. Promotion In an effort to retain, expand and maintain a competitive advantage in the market, Groupon has adopted several policies and practises. The firm has expanded its marketing models to merchants through training. The company identifies merchants who could benefit from their marketing services and trains them on how to use email and coupon marketing through their site. Groupon not only offers its services to coupon users, but also for merchants and businesses that offer coupons and discounts (their primary target). Moreover, the company encourages their clients to use modern technology, such as the Intern