Published on March 9, 2014
1|Page SWISS IM&H OPRATION & INFORMATION MANAGEMENT MR.AMIN (PROFESSOR) E-COMMERCE EXPANSION STRATEGIC REPORT ON SHOE BUSINESS OF SALLY ‘S BOUTIQUE WORD COUNT : 2403 SUBMITTED BY KRUNAL SOLANKI . SUNDAY, DECEMBER 22, 2013
2|Page Introduction Companies that are planning to improve the operations of an existing ecommerce web site or move their mission-critical commerce functions onto the Internet may face a difficult challenge in selecting a partner that can provide all the necessary expertise and skills required for building successful end-to-end business-to-business (b-to-b) or business-to-consumer (b-to-c) ecommerce solutions. As OIM consultant I would like to suggest give contract to professional full service web development that has the knowledge to bring your company a new vision for developing database driven ecommerce web sites that help you achieve your business goals. There are different major IT company who build secure B2C solution , once it is designed the structure then it may help you to adopt the Technological operation strategy in this sally ‘s boutique like hiring staff or outsourcing service from the well-known out sources company and what would be implication of out sources , is it good or bad for business reputation or do we have any other alternative solution is available that may be decided once the budget and allocation of resources is clear. Key issues in Sally‘s Boutique. By focusing major customers are women and the elite class the price of the product and profit margin is more than the other shoe retailer. But in return we give our customer following. Personal attention to each customer and maintaining database for their name , address , birthdate ,personal choice , like and dislikes .that will help us to know our customer better and we maintain long term relationship Outsourcing is the another option but rather I would prefer to maintain a business and make department where business is origin (U.K) and hire talented people for financial , IT , operation ,customer relationship and grievances . Keep asking your customer for choice and arrange fashion show in different major country with good model that increase our brand value and awareness between elite customers. Ask different shoe designer how to implement the design and put in market. Send promotional email and arrange code coupon for online business Organize brand endorsement party and get to gather where elite business customer should invite. Give special coupon to our regular customers who buy our product. Trust is the another factor that needs to be consider ,due to the security and privacy issues in ecommerce, many consumers do not prefer shopping or visiting from the website of any company. Huge investment , initially we have to build the SSL website and that needs huge investment and that would be cover in cost of products this directly impact on
3|Page willing ness to pay of consumer ,so initially we are focusing on Elite class customer who have willingness to pay price of product. Future organization of the company Strategic requirement of users - business rules and functionality of information solutions to support their value chains Spatial diversification of business activities Information technology - determine possible computer architecture Global view on company data Available information solutions on the market Comparison of information support provided by the competition Project plan - defines objectives, tasks, financial, human and other resources SWOT analysis of sally‘s boutique 1.Focus customers 2.Brand strategy 3. Preference 4.Awareness 5.Marketing 1.Expansion in market 2.Promotion for current products 3.Know your customer better. 4.Database 1.Price strategy 2.New in e-commerce. 3.competitors awareness. 1.data protection 2.Other internet/intranet threat 3.Technology adoption of customer. Above is the SWOT analysis of Heelz ‘s boutique shoe retailer where we can avoid some threat and weakness by making strategy for our organization like more concern about data protection and theft on internet , data privacy of customer and make different pricing strategy for different customer. Segmentation and target market As sally has prime focus customer is women so following are the type of women who can be our customers.
4|Page 100 80 60 40 20 0 East West North south. The working women The retro women. The women on the age Maid of carpet bride / women Mother of bride Flower girls Brides Follower The working women The retro women. The women on the age The red carpet women Maid of bride / Mother of bride Flower girls Brides Follower women. Business Model This is also one of the main key areas where business success relies on model you select and how much is the success factor of business in chosen model. SUPPLIERS VENDORS DEPARTMENTS PRODUCTS SHOES WITH CATEGORIES OPERATION BUYERS FOCUS CUSTOMER CUSTOMER CARE/REDRESSAL
5|Page Above is the business model that we can adapt to expansion of wing of ecommerce where customer focused is main idea and redress and grievances would be sort out on priority bases moreover different department would take care of operation like finance , marketing and advertising ,Information technology and communication e.g. customer care. Setting website objectives for e-commerce: strategy and tactics Setting website objective like data security , migration of data and internet security would be another concern that we need to take care of it in e-commerce .For this we can adopt the following strategy and tactics for website building and data security. We will build custom ecommerce website and Php asp.net shopping cart, ecommerce store front & custom e-commerce web site development solutions, payment gateway integration that turn your visitors into customers. Communications, data management and security to offer clients Ecommerce website design and development solutions. Many companies are seeing the value in selling their products on the web. We are looking to have a web store or a shopping cart, we can easily build. Our Ecommerce solutions are designed with security and our goals in mind. We can customize an off-the-shelf product or develop an entire application for protected site.(SSL) Developing ways to differentiate a firm's products and services from its competitors' or reduce the differentiation advantages of the competitors. This may allow a sally‘s boutique to focus its products or services to give it an advantage in particular segments or niches of a market. Value chain analysis of sally ‘s business that it concentrates on direct value adding activities of a firm and thus pitches information systems right into the realm of value adding rather than cost cutting. PRIMARY ACTIVITIES OF SALLY ‘S BUSINESS INBOUND LOGISTICS OPERATION OUTBOUND LOGISTICS SUPPORT ACTIVITIES FIRM INFRASTRUCTURE TECHNOLOGICAL DEVELOPMENT HUMAN RESOURCE MANAGEMENT PROCUREMENT MARKETING AND SALES SERVICES
6|Page The primary value chain for sally‘s e –business activities are: Inbound Logistics: the receiving and warehousing of raw materials and their distribution to manufacturing as they are required. Operations: the processes of transforming inputs into finished products and services. Outbound Logistics: the warehousing and distribution of finished goods. Marketing & Sales: the identification of customer needs and the generation of sales. Service: the support of customers after the products and services are sold to them. These primary activities for sally‘s e-business are supported by: The infrastructure of the firm: organizational structure, control systems, company culture, etc. Human resource management: employee recruiting, hiring, training, development, and compensation. Technology development: technologies to support value-creating activities. Procurement: purchasing inputs such as materials, supplies, and equipment. BRAND AWARENESS AND ENDORSEMENT Initially I would like to suggest sally that she should focus more on marketing and promotional activities to attract existing and future customer by creating brand value and awareness by endorsement program held in fashion show, five star hotels, business casual meeting, e-alerts, and coupon code by focusing on customers. Following are few tactics and strategy for brand awareness and endorsement for sally‘s boutique. Leveraging the web: One of the easiest first steps to raise local brand awareness is to turn a keen eye to optimizing your existing web page. Establishing yourself as a social authority: Social media is the ace-inthe-hole of brand marketing. It is a space where brands can actively participate in word-of-mouth marketing, and listen directly to consumer opinions. Traditional advertising: Integrating social elements into print ads can also prove to hold value for brands. It can be as simple as including an event hashtag in the ad or Sponsoring events: By sponsoring public events, you have the opportunity to display your company name, brand or product around to the community that you are targeting in a direct way. Product placement: Getting your product offerings within the consumer’s line of sight is a key move in marketing strategy.
7|Page Non-traditional advertising: Brands have begun taking place in guerilla marketing tactics in addition to traditional and digital marketing strategies. Attending local events: In addition to sponsoring local events, participating in local events can establish your brand in the community that you’re servicing. SSIP SECURED PROCESS IN SALLY ‘S BOUTIQUE WEBSITE/B2C SOLUTION Merchandising Optional Features Site Management Security User Engagement Organic search engine optimization (SEO) Security Secure (SSL) encrypted transfer of order and credit card information Secure HTTPS/SSL and password protected access to admin section Security access history - Assigns a unique ID to each person with access to the admin section Full log-out capabilities for site administrator and customer PCI compliance - Web servers are firewall protected, credit card numbers are stored no longer than necessary, sensitive data is encrypted and access restricted, audit logs are created Merchandising Site administrator can designate any product as a "Discounted Special" or "Featured Product" and have these products appear on the home page with the original price crossed out Up-selling and cross-selling capabilities - Suggestively sells alternate and complementary products
8|Page Sales promotions - % off, $ off, free with purchase, buy one get one free, free shipping and shipping discounts Discount coupon promotion - Site administrator can set discount coupon codes for the entire product set, product category or individual product(s) and expiration date Wish list/Gift registry - Customers can creation multiple wish lists of products they want to buy in the future for themselves or others Newsletter subscription management - Email capture text box for building in-house optin email lists Site Management Site administrator can login and update customer account information Product management and order management - Main functions are: add, edit and delete products and sort orders by customer name, company name, date, order id, order status Pricing updates - flexible interface for price mark-up or mark-down for all items or for certain categories Sales statistics/reports - Generate sales reports for sales by date or date range, product type, customer, geographic location, order size, etc. Content management – WYSIWYG(what you see is what you get) editor the site administrator can use to add, edit and delete content on web pages and add and delete web pages Blog administration - Allows the site administrator or other designated individuals to post blog posts and comment on posts Customer review management - Review customer reviews, turn customer reviews on or off XML export - Generates an XML product feed of product data and information for transfer into another system Email list management - Site administrator will be able to add, edit and delete email addresses and export email addresses from the database in popular file formats User Engagement Voluntary customer account registration - Provides potential customers with the opportunity to register for a customer account View account information - Allows customer to login to view and update customer account information and check order status Onsite blog program - Customers can comment on blog posts RSS product feeds - Customer can subscribe to product feeds to receive the latest information on product specials and promotions Onsite user product reviews - Customers can rate and share their experiences with a product(s) Send-to-a-friend - Email the content of a product detail page or category page to a destination address
9|Page Print-friendly print version - Reformats and prints current active page with navigation links and other web page elements removed Web site social media optimization and integration - Links to social media news sites like Digg, and two-way integration with social networking sites such as Facebook, Twitter, Google Buzz, YouTube and others Organic search engine optimization (SEO) Dynamic category and detail product page titles and meta tag descriptions Automatically generates unique page titles and meta tag descriptions from the category name and product name User-defined product image file names and Alt tags - Supports image search engine optimization 100% static URL’s - All links appear to be “static” with no parameters in the URL. This ensures that search engines can fully crawl and index the site content Conclusion In my opinion for sally‘s case strategic planning process only best suited for stable environments. A drawback of top-down approach and modeling is that it may not be responsive enough for rapidly changing competitive environments. In times of change, some of the more successful strategies emerge informally from lower levels of the organization, where managers are closer to customers on a day-to-day basis. Another drawback is that this strategic planning model assumes fairly accurate forecasting and does not take into account unexpected events. In an uncertain world, long-term forecasts cannot be relied upon with a high level of confidence. And generally, the forecasts period is between 3 to 5 year. Therefore, many firms have selected scenario planning as a tool for dealing with multiple contingencies instead of strategic information system planning.so for surviving in business sally has to do consistently improve the strategy and be prepare for unexpected threat that might come for her in near future.
10 | P a g e References Adsolutions.yp.com. 2013. 7 Ways to Increase Your Local Brand Awareness. [online] Available at: http://adsolutions.yp.com/small-business-marketing-center/local-marketingarticles/increase-local-brand-awareness [Accessed: 22 Dec 2013]. The difference between e-business and e-commerce In-text: (Bartels, 2013) Bibliography: Bartels, A. 2013. The difference between e-business and e-commerce. [online] Available at:Https://www.computerworld.com/s/article/53015/The_difference_between_e_business _and_e_commerce?pageNumber=1 [Accessed: 22 Dec 2013]. comp325wikibook – home .In-text: (Comp325wikibook.wikispaces.com, 2013) Bibliography: Comp325wikibook.wikispaces.com. 2013. comp325wikibook - home. [online] Available at: http://comp325wikibook.wikispaces.com [Accessed: 22 Dec 2013]. Kotler, Philip (2009). Marketing Management. Pearson: Prentice-Hall. ISBN 978-81317-1683-0. Nissanoff, Daniel (2006). FutureShop: How the New Auction Culture Will Revolutionize the Way We Buy, Sell and Get the Things We Really Want (hardcover ed.). The Penguin Press. ISBN 1-59420-077-7. 246 pp. Kessler, M (2003), "More shoppers proceed to checkout online", USA today, retrieved January 13, 2004. Sandhusen, Richard (2008). Marketing. Hauppauge, N.Y: Barron's Educational Series. p. 520. ISBN 0-7641-3932-0. Huczynski, A. et al. (2001): Organisational Behaviour 4th Edition, Harlow Ries A. et al. (1994): The 22 Immutable laws of Marketing Harper Collins Publishers Dr. Temporal, P. (2005): B2B Branding–A Guide to Successful Business-to-Business Brands, International Enterprise Singapore ´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´Thank you´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´´
Genres in academic writing: Case studies. A case-study is the most difficult to give you clear advice about as it may contain many other genres.
The Consumers Association of Singapore (CASE) ... General Advice. Case Studies. Consumer Alerts. Statistics.
Choosing to study in Australia will provide you with a unique perspective on the world that will prepare you for your role as a global citizen.
Below you will find links to 3 of the most common types of management consulting case interview question. Each case question is taken directly from very ...
... as a unique field of study. The first management consulting firm ... mismatch between management consulting advice and the ability of ... Case ...
... you are ready to begin the process of consultation ... This section provides practical advice on ways to consult and involve your ... Case study ...
Voluntary Impact Northamptonshire works to improve the ... Volunteer Case Studies; Face to Face Advice; ... Events. Training; Consultation Events; Past ...
Case study Closed consultation Document collection Consultation ... Consultation outcome From: ... Energy Saving Advice ...
Flooding and coastal change. From: ... Case study Closed consultation Document collection Consultation Consultation outcome Corporate report ...