GOGAL Designs currently has branches in shopping centres in 50 cities around the country from which they sell their designer range of clothing. GOGAL Designs' marketing research team has established that the majority of its customers are between the ages of 18 and 45 and are regular users of the Web. In recent times, the business has received feedback from many of them that they enjoy the convenience of online purchasing and would appreciate GOGAL Designs having an online presence.
GOGAL Designs' latest market and financial reports have indicated that turnover is down and that it is losing market share. Further investigation show that this is primarily because of its lack of an online presence in an increasingly dynamic, highly competitive and online business environment. The business now recognises that it must go online if it wishes to regain its market share and to continue to be competitive into the future.
Your consulting company, Moose Consulting, has been contracted by GOGAL Designs to investigate its business practices and the current practices of the online travel industry and to make recommendations as to how GOGAL Designs might best make a successful transition into this environment.
You are required to:
1. Investigate online business models to identify a suitable model for GOGAL Designs.
- Its Board of Directors will want to know why you recommend the chosen model, so ensure that you discuss the appropriateness, advantages and challenges of your recommended Revenue Model for this organization.
2. Identify and discuss a suitable marketing and promotion strategy and discuss the benefits and challenges of your recommended strategy for GOGAL Designs.
- Any successful marketing and promotion strategy would need to consider the competitive environment of the designer clothing industry.
3. Develop a wireframe (using the tools provided on the Study Desk) of the proposed website with at least three pages that shows how it will present to potential customers.
- Both desktop computer and mobile devices should be considered.
4. Describe and discuss the implications of the legal and ethics issues that might arise in conducting this business online.
5. Explain the technology infrastructure, including the hardware requirements, which would be required.
6. Identify and explain the purpose and function of the type of software that would be suitable for GOGAL Designs.
7. Identify the advantages and challenges of taking this organisation online.
8. Based upon the outcomes of the above investigation make clear recommendations for this online initiative.