E-Commerce Case Studies Flashcards
Competitive Environment Theory
Barriers to entry - Ansoff differentiation innovation
Market Growth - Share new sales little threat
Pure Plays - Low operating costs, low price
Functional Areas Theory
Marketing - digital promotion easier to target niche segments. Product life cycles are shortened.
Operations - EofS important low unit cost Easier for smaller firms to sell online, distribution centre J-I-T ect.
HRM - employees digital skills, UK training Workforce planning to support highly seasonal demand nov-dec.
Stakeholder
Customer - Increase choice/how purchase. Greater bargaining power. Lower costs increased knowledge
Shareholders - High investment costs lower dividends
Supplier - Greater competition lower price low p margin
Opportunities/Threats
Barrier to entry - Pure play no stores, EofS low unit costs
Hacking - Loss of trust/personal security
Market Growth - Share new sales little threat
If, How and Why Respond
Do nothing - Don’t lose their USP by having distribution
1st Mover - Establish EofS in markets
Culture Changes - Innovative culture constant change
Performance and Strategy Inter/Nationally
Cost minimisation - Lowering unit cost
Innovation - Need to develop and gain advantage
Do Nothing - May lose USP
Competitive Environment Case Studies
Barriers to entry - Spotify differentiated CD’s vs HMV
Market Growth - Halfords success even from Wiggle ect
Pure Play - ASOS, Amazon ect
Functional Area Case Studies
Operations - Amazon low unit costs EofS
Marketing - Amazon/Ebay digital marketing, advertise all
HRM - John Lewis/JLR spent training in new skills
Stakeholder Case Studies
Customer - Tripadivsor, Expedia, Airbnb
Shareholders - Amazon no divide reinvest retained profit
Supplier - Unilever coffee growers/Sustain living plan
Opportunity/Threat Case Studies
Respond - Spotify differentiated CD’s vs HMV
Market Growth - Halfords success even from Wiggle ect
Barriers to entry - Amazon EofS
Hacking - Sony 100,000’s
If, How and Why Respond Case Studies
Do Nothing - Primark don’t respond lose USP
1st Mover - Create trust well known EofS gain all market share
Culture - Innovative culture Ansoff New New
Performance and Strategy Inter/Nationally Case Studies
Cost minimisation - Amazon EofS
Innovation - Zappos culture
Do nothing - Primark may lose USP
Marketing
Niche market target
Ansoff differentiation less risky global omnichannels
Argos click and collect attract niche goods distributed
Cost Minimisation
Distribution centres, no high street stores
Take advantage of lean production, Kaizen/J-I-T
Reduce cost, Generic cost leadership broad across all
Amazon established Kaizen teams/tech for J-I-T
Economies of Scale
Barriers to Entry
Pure Play
Distribution centres/large companies Purchase
Lower unit costs generic cost leadership
Difficult to compete significant invest needed to compete
Amazon huge purchasing power unrivalled.
