E-Commerce Strategy Report

LEARNING OUTCOMES

1. Analyze and evaluate the consumption behavior of customers especially on specific customer segments

2. Critically analyze the e-business markets and demonstrate critical analysis skills to develop a relevant business model generating value

3. Develop specific and thorough e-marketing strategy to reposition the brand or product and generate higher value

4. Adapt the e-business strategy considering the rapid changing constraints and opportunities

Report on E-Commerce strategy of WALMART company.

INSTRUCTION FOR THE ASSESSMENT

Topic: You must analyze the e-commerce strategy of one of the following companies. Be careful you need to scope your work by identifying clearly the Strategic Business Unit of the studied company as well as the geographical focus and the market segment.
- Volkswagen
- Apple
- Allianz
- LinkedIn
- Nestlé
- Inditex

Your work should be addressing the following questions:

1. Analyze the key e-marketing issues (up to 5) that the company has encountered in the last 5/6 years in the studied market (e-marketing plan, the marketing mix, the online branding and/or advertising, targeting online customers, customer relationship management, etc.)

2. Analyze the e-business strategy the company has formulate and implemented to face the identified issues (keep in mind that issues might also be opportunities for the company to grow its value or reposition its brand on a growing segment).

3. Critically discuss the competitive advantages gained by developing its e-business strategy (first mover advantage, lock-in and switching costs, etc.)

4. Considering the weaknesses of the strategy developed by the company as well as missed opportunities, develop your unique e-business strategy which you consider would create a higher value.

Structure of the work

The final written work must be structured according to the following elements listed below. Keep in mind that the report should not exceed 2500 words.

The Cover Page
- Title of your work
o It is the most important element of your work. Some tips:
o Make it attention grabbing
o Include trendy key words
o Be short and to the point
o Try to be controversial
o Include a benefit in the title
o Use emotional words
o Use powerful words
- Your name and student ID
- Date and Course number

The Abstract
- It is a summary of 200 words of your work
- It is written on a single and separate page
- The results of your work need to be written not only the methodology
- Write this section after the content of the business feasibility study is complete
- Although the abstract is written when the body of analysis if achieved it is to be presented first
- There are no references in the abstract
- There cannot be any plagiarism appearing in the abstract as you summarize your personal work

The Table of Contents
- It lists all title of each of your section
- Numbered titles make it easier to navigate between ideas and sub-ideas
- The below document is just an example.
- You must be careful in integrating the sub-sections in the appropriate sections to keep a coherence in your argumentation structure

Introduction
- The Background
- The Purpose
- The Scope
- The Method of investigation

Body of Analysis
The following part is where the analysis is developed to address the objectives of the work stated in the introduction. The listed elements are just an example of what can be found in each part. But there should be a clear coherence of the ideas with a complementary approach based on analysis and not descriptive information.

Conclusion
- Implicitly restate your thesis/position
- Emphasize the importance of your subject by placing it in a larger context
- Offer suggestions for the future based on what you have argued
- End on a relevant and powerful quote or anecdote that serves to "sum up" your paper
- Do not bring in new material
- Do not end on a "cliff hanger," leaving the reader feeling unsatisfied.

Bibliography

A bibliography is a list of all the resources you have used in writing your assignment.
Bibliographical references need to be cited in two places:
- Where a document is referred to in the assignment
- In a list at the end of your assignment, arranged alphabetically by author then by date.
- Please refer to the Harvard Referencing document