Objectives of knowledge management

Marketplace challenges
The main marketplace challenges faced by i‑to‑i are:
1 
Increasing its presence and conversion effectiveness 
in a competitive market in different geographies:
(a) i‑to‑i has good exposure in the UK, its primary 
market, but operates in a cluttered marketplace 
with price being the main differentiator (prod‑
ucts are similar and some competitors are just 
as established etc.).
(b) Research suggests that there is good opportu‑
nity within the US, but exposure is more limited 
because of the cost of pay‑ per‑ click advertising 
and because presence in natural search favours 
the US.
(c) Rest‑of‑world sales (outside of UK, USA, 
Canada, Ireland/Europe, Australia, New 
Zealand) are increasing and this is believed to 
be a growing market. i‑to‑i seeks to penetrate 
these markets, but in a cost‑ effective way that 
will not distract attention from main markets.
2 
Increasing demand through reaching and educat‑
ing those considering travel who are not aware of 
TEFL courses and the opportunities they unlock. 
For example, many will look for casual work in other 
countries, e.g. in bars or in agriculture, but will be 
unaware of TEFL.
Source
: Smart Insights (2012) i‑to‑i case study. Written by Dave 
Chaffey and Dan Bosomworth with agreement from the company.