Learning Outcomes
- Critically analyse and apply approaches used to evaluate a company’s current positioning in the traditional and electronic marketplaces;
- Formulate, assess and evaluate options for developing an eMarketing strategy;
- Critically analyse the situational utilisation of the internet as a business and marketing tool, assessing its suitability and appropriateness
Part 1:
By the mid-point of the module, students should have made significant progress in terms of research towards the completion of their coursework submissions. You will be required to submit a detailed outline of the research undertaken in the form of a video, which should include a review of published literature and a bullet-point outline indicating how you intend to develop the rest of your essay. This video presentation component should be at least 5 minutes long and will have an overall weighting of 20% towards the assessment. The submission date of this component will be confirmed. The markers will aim to provide all students with a mark and constructive feedback by the following week.
Question 1:
“E-business involves much more than just the automation of existing processes; it also involves the use of ICT to change processes.”For example, with the development of electronic point of sale systems, Tesco was able to automate its checkouts and stock control systems making the processes faster and much more efficient. Conversely, in 1995, Jeff Bezos founded Amazon because he saw the potential for a new business opportunity as a result of technological innovation, which allowed him to offer to customers the opportunity to purchase books, music and a wide variety of other products at competitive prices delivered to the door. Critically evaluate the above statement using the business propositions of different businesses to illustrate the points that you are making.You should demonstrate wider reading and draw extensively on examples of other e business models, which have revolutionised the way that business is conducted.
Question 2:
“A good e-marketing strategy is the most important aspect for the success of any kind of internet-based business.”For example, a business like Amazon makes it easy for people to buy online as it has a huge range of books, music, films and electronic goods as well as household and domestic products. Leading manufacturers choose to sell their products through Amazon because they know that this is a good way to reach a wide, international audience and generate revenue. Amazon is continually seeking to outperform its competitors and increase its market share. It does this by providing customers with choice, value, credibility and excellent customer service. Similarly, other organisations such as Tesco and John Lewis are offering their customers the option to shop on-line in response to consumer demand. Analyse this statement and make a critical evaluationof the e marketing strategies currently employed by companies like these. You should demonstrate wider reading and draw on examples of other successful ebusinesses to illustrate the importance of sound Internet business and marketing strategies.
Question 3:
“The key objectives of Customer Relationship Management are to increase customer loyalty, improve profitability and to generate excellent word of mouth recommendation. Service delivery, support and CRM are aimed at improving all aspects of the customer experience.”For example, in the case of Amazon, Jeff Bezos has always regarded positive customer experience to be a vital ingredient for the Company’s success. Explain in detail how Amazon and other highly successful e businesses use customer service and support to enhance relationships with customers and make suggestions as to how you would advise the senior management team of e businesses to further improve the way that their organisations are perceived by customers. You are expected to demonstrate wider reading around the theory of e-Customer Relationship Management.