Case Study

This assignment provides you with an opportunity to analyze the impact of e-commerce on a business. First, choose ONE of the following case studies that can be located in the Business Source Complete database of the online library:

MarketLine. (2012, July). Ideeli: The growth of the flash sale website.

MarketLine. (2012). Play.com: The rapid rise of an online retailer.

After reading and examining the case, write at least a one-page analysis by addressing each of the following:

1. Briefly introduce the company and its history

2. Briefly describe the products and/or services available-what are consumers purchasing online?

3. Describe the basic elements of the company business model:

• Core value proposition of the company-what is it offering, and how does it satisfy customer needs?

• Target market/audience-who uses this service?

• Revenue model-where does the money come from?

• Competitive environment-who else is competing in this market, or who might enter the market and threaten this company's position?

• Competitive advantage analysis-how is the company attempting to gain an advantage? Competing on cost? Differentiation?

• How are they promoting their products in the marketplace?

• How would you rate the company's success (financial results if available)?

4. Be sure to answer at least ONE of the following questions:

• How has e-commerce impacted this business?

• How has an "e-commerce presence" provided this business with opportunities that otherwise would not have existed?

Format your analysis paper by using Times New Roman, 12-point font, double-spacing, and one-inch margins. There is no need to include a title page nor a references page. Be sure to proofread your work before submitting it in Blackboard for grading.

Laudon, K. C., &Traver, C. G. (2015). E-commerce: Business. technology. society. (11th ed.). Boston, MA: Pearson Education.