Diffusion of E-Commerce - Essay Example

? Introduction Concepts which relate to businesses create new opportunities as well as challenges which different companies have to look into for complete success. The e-business models available present different challenges that are used among business, specifically with initiatives that are required for the best alternatives. An example of a business which has developed a strong presence with online commerce and marketing is Loving Outdoors. This particular company is renowned for different associations which it has to marketing while creating different opportunities for online commerce. Evaluating the strengths and weaknesses of the technology company as well as models which it follows also provides different associations with the company and the way in which it is now linking to a booming market. Business Issues The main business that Loving Outdoors has created is based on moving to the outdoors with different supplies that are required for clothing, footwear, camping, fishing and nutrition. They also supply outdoor kits that are readily available for those who expect to spend more time in the outdoors. Each of these are divided by product on the main website and have developed into a large variety of brand models and high quality items known for those interested in the outdoors. Loving Outdoors has combined this with reviews, interaction, blogs and information through polls and newsletters to help with the needs of customers and to make the information easier to find. This allows consumers to have easier connections to the different information that is available while providing more opportunities to highlight the best items that are a part of the outdoor company (Loving Outdoors, 2011). The first business concept which is looked at with the company is the information technology which is used for e-commerce and how this defines the roles that are required with the online business. The information technology is one of the most important aspects of this, specifically which is defined by the management and navigation of the website and how this relates to the product quality that is defined. The infrastructure which is required is one which offers easy navigation, an environment that is friendly and the ability to find different products easily. This is also inclusive of information which is found easily and applications which are used for managing customers through both automated and customer support systems (Chaffey, 2007: 81). For Loving Outdoors, the strength in this comes from the blog, newsletter and polls that are on the website, which immediately offers information and interaction. This is combined with the straightforward navigation for different items available and the customer support that is known by the company. However, some difficulties in basic navigation and the large amount of products available cause the IT infrastructure to be limited without newer and high end components that are a part of e-commerce. Another relation that is created with Loving Outdoors and the business issues comes from the supply and value chain that is a part of the online store. When examining this, one can see a limited number of items that are available. However, these are noted to have a diversity of brands and a large diversity of types of equipment. For example, if looking at fishing rods, one is able to access almost 50 different items that are available. This is more than a regular store and offers more convenience of shopping. Even though there are a large number of supplies by value, the supply number is not as high as expected with the shipping from a main warehouse being the main objective with the Loving Outdoors items. Since everything is done through e-commerce, it requires continuous additions with the supply and demand while continuing to add to the value of the company. The concept of the supply and value chain that is a part of Loving Outdoors relates to the gaps that are in the main concepts for supply chain management. This includes the three phases of procurement of materials, processing and finished goods which go to customers. Supply chain management is also known to require assistance with knowing the level of demand and being able to meet this with the supply chain which is available. Using the correct resources, meeting the demands of consumers and monitoring and controlling the different needs are all required for the correct supply chain management to continue to work effectively (Lauden, 2007: 88). For Loving Outdoors, there is the ability to maintain and manage the supplies through the main warehouse used. However, the level of demand can easily fluctuate because of the amount of diversity with the supplies on the website while the resources available may not be able to cater to specific needs of customers. Highlighting the products or focusing on specific styles may help with the supply chain management and with meeting defined needs of consumers. The next concept which is associated with Loving Outdoors comes through the e-business models that are required. The movement of customer value is based on the ability or e-business models to create the right presentation and appearance. For most e-businesses, this is linked to dynamic models that offer continuous changes and a sense of value that is a part of the web. The dynamic movement is based on changing products, dynamic content and information and links to interaction which continues to move and to link to the main business. This is combined with finding technology that is able to link to the specific needs of the market while representing changes in business models and value for the web. The framework and models are inclusive of integrating the dynamic movement with the foundation of the business to create interaction and development that is continuous and offers more solutions through the website (Bouwman, MacInnes, 2006: 43). The advantages of Loving Outdoors come from the reviews and the blog that has been created and developed. This is inclusive of defining the products and helping to highlight elements of the products. However, the e-commerce products are lost to the several alternatives that are available. If an individual isn’t familiar with the brand names or outdoor items, then it creates a different sense of the products and doesn’t build the right approach to the e-commerce website. The result is the inability to meet the needs of different types of customers and target markets that may be interested in different items but aren’t able to physically look at the different products. Changing this model to add in more dynamic options to highlight different products and features can provide options that allow individuals to get even more results from the products that are available online. This combines with the current strategy of combining the dynamic content with the products. Moving this a step further with the dynamic changes to products while highlighting even more elements with the website would then create a different approach that would meet the needs of more consumers. Technical Issues The technical issues that are a part of a website are evaluated specifically by different associations with the website and the overall functions which it contains. This begins with the back – end of a website and is inclusive of the data which is a part of the website. This is furthered with the use of the data in automation and in the relationship which this creates to the main website. The concept of the website is furthered with the navigation and optimization of the website. Each of these technical issues can be monitored through customer responses, traffic that is on the website and metrics that are a part of each website. This is furthered even more with the clickstream data which is available and the qualitative data that is based on consumer responses that are a part of the website. Each of these develop and create different technical applications that are a part of the website while developing different levels of data that relates directly to the consumer behavior (Weischedel, B, 2006: 6). The concept of technical issues and the evaluation which is required is furthered with the understanding of knowledge management that is a part of the organization. Organizational learning factors that are associated with this include the technical expertise and the way in which this is shown through the customer service that is available. This is furthered with the development of systems and the ways in which these continue to be maintained through the website. Without the proper maintenance, there are a variety of gaps which are associated with the website and which present themselves in flaws to consumers and the ideologies which they have about a website. Management, policies, adoption of systems and the ability to maintain the website all show an evaluation of how technology combines with the necessary components of functioning for specific needs (Lin, Lee, 2005: 171). The technical aspects and challenges that are a part of Loving Outdoors begin with the main components that are associated with the management and navigation of the website. These are seen with the awards and consumer highlights of the products and services offered through the company. This shows that there is a strong correlation between the functions of the website and the ability to perform at the best levels for others that are interested in the websites. This is combined with the management which is inclusive of delivery, customer support, connecting on a variety of levels and associating with the dynamics that are within the corporation. This is combined with the navigation, dynamic areas and the different alternatives that are available for easier browsing and defined products with the website. The evaluation of Loving Outdoors then combines with the strengths of the company through the database, strong management system and the continuous valuation that is a part of the website. The technical developments and strengths; however, can be enhanced with the same type of evaluation that is a part of the website. When going to the website, there was the use of Flash and other components. However, this was slower in uploading and caused user functionality. There were also issues with defining where to go on the website with the navigation also including a large amount of information about the products that were a part of the main website. The concept of using flash or developing graphics distracts from the functions of the websites and doesn’t create the right level of appeal to those who are shopping. Upgrading this with different features and specifications can help to develop a different approach to the website while establishing more ease of use with the products that are offered and the e-commerce solutions that are expected. Defining technical solutions associated with e-commerce combine with the understanding of the reputation – oriented concepts that are developed by being online. There are different mechanisms which are used to create an understanding to technical solutions while helping to enhance a business and the development which is created within the company. The applications are dependent on trust management and development of systems that help to boost the transactions within the company. The main way in which a technical solution can be evaluated is through the purchases that take place online, the evaluation from the consumer and the comprehension that is available on the website. This is combined with the data system that is used as well as the dynamic movements that are on the website to create a different link to consumers and the interest that they have with the websites. The technical solutions then become known through the interacting entities and the ability to create these links to the success that is a part of the company (Wang, Lin, 2008: 55). The technical solutions that are developed with Loving Outdoors are seen with the awards that have been received and the large amount of sales and revenue that is coming through the website. This shows that there is a specific link that is associated with the technical solutions and creates a different understanding of the products which are available. The technical solutions will rise with more developments and interaction using cutting edge technologies as a part of the website. Offering more with defining the brands, showing the connections to others and linking to more dynamic technology with continuous updates will help Loving Outdoors to have an even stronger reputation. The solutions which have begun this include the Awards, secure pay features and the different approaches to connecting. Expanding on this will offer even more options for both management and the technical database that is associated with Loving Outdoors. Scenarios The selling that is available through Loving Outdoors is one which combines a marketplace in which one can sell online. This can expand to unwanted outdoor items that allow one to make money. The current look, feel and navigation of the website is one which incorporates persuasion through the quality that is used with customer service, navigation alternatives, connecting to the website and using persuasive techniques and knowledge for the ideologies which one wants to create with the website. This is combined with building different shopping experiences for those that are online. The ability to expand the company to selling other types of outdoor items would help to expand the shopping experience while developing a stronger platform with the company and the brand items that are associated with the e-commerce store (Zanker et al, 2006: 51). While there is a strong capability of selling unwanted items online, there would also have to be an expanded platform to ensure that this works correctly. Currently, Loving Outdoors focuses on brand name items and high – quality materials that come through the company. If this combines with unwanted items, it would change the sense of quality that is on the website. It may also create a difference with the controlled management and the customer service that is now a part of Loving Outdoors. These risks would need to move into creating different service attributes that expand for the company while allowing customers to continue to respond in a positive manner to the website. By doing this, there is the ability to develop a different approach to the retailer performance while creating stronger services with the expansion of the website (Kim, Lennon, 2006: 51). The concept that is being used with the business and the way in which it is approached with the e-commerce concept is one that, with the current status, is a beneficial business. This comes first from the wide variety of sporting goods that are available as well as the trust that is linked to the website through secure areas for ordering. The concepts of the business continue with approaches that are allowing the business to sell online in an area that is becoming more lucrative and is quickly developing with consumers that are interested in buying online. The ability to continue to develop and create new ideas for the strategies required then help to build an approach with the business that is able to redefine how sporting goods are sold. The benefits that are associated with this business are not only from the online approach but are also based on tapping into the sporting goods market to create different links and approaches that are associated with the business. Currently, sporting goods stores that are online are not as well – known, allowing the store to remain ahead of competitors while building a strong and loyal customer database with those who are interested in the products offered through the company (Chesney, Darby, 2006: 55). Scenarios which are a part of the business may extend to affiliate programs that could be built online. The concept which is being used with this is recommendation technology, specifically which allows others to recommend products to friends for a small commission. For any business, this works effectively as word of mouth advertising that connects individuals together with reputable businesses while finding and developing more options that are online. Using the word of mouth technique through the affiliate program and creating options for customers that may be interested in sporting goods would help to increase sales while adding in another level of marketing for the company that is outside of the traditional dynamics of e-marketing. The concept is one which would lead to cost effective solutions for advertising while allowing the company to reach individuals that are interested in sports and which would be linked to others that have the same affiliations. The result would be a stronger target market that would reach to a variety of individuals interested in the same products (Leavitt, 2006: 13). Suggestions for Improvement The main change which Loving Outdoors needs to make is based on the expansion of the website to offer more or different strategies to the company. This can be combined with furthering the marketing plan to incorporate more strategies and innovative procedures that can be used to expand the alternatives of Loving Outdoors. These two approaches would help to create a strong amount of growth within the company while offering expansion of the products, recognition of the company and a network that would help with the development of Loving Outdoors. The expansion required with the products and the website would require slight alterations and changes with the website for expansion. Currently, the maintenance, navigation and different concepts linking to the website are linked to ideologies that are associated with the necessary parts of the system. However, to remain ahead of the competition, the website needs to begin to offer newer levels of interaction and development, such as customers having the ability to sell or exchange items as well as other programs that will benefit from those involved in sports. The main ideology with the growth of the website would be to create more interactivity, a stronger presence and layers of activities that could be used. With this alternative, there would be the ability for the company to build a stronger reputation while expanding the available products and the reputation of the company through the management available (Eastin, 2002: 251). The marketing plan and strategies to be used would further the initiatives of the company. Right now, the company uses a blog to review products, social media and recommended products from the team. This is combined with a newsletter and direct marketing techniques which are applied to the company. Polls are also available for those interested in the products. This can be enhanced with some of the newer developments and more dynamic content that can be placed on the website. This is inclusive of an integration of promotion and communications. Using video, mobile applications and promotional strategies with specific products would help to develop a stronger relationship to the commerce site while helping to segment more of the market. The marketing plan can be developed into segmented markets by location and interest in sports while moving into integration with offline components that fit with those who love sports and want more alternatives for websites that are available (Clow, 2004: 15). Conclusion The concepts that are associated with Loving Outdoors has led to a variety of business awards and recognition in the e-commerce market while helping with continuous development of the company. The strengths of the company come with the e-commerce model that is used, incorporation of the technological components and a marketing plan that is strategically working to reach to individuals. With this foundation built, the company has the capability of building a stronger online presence with growth and development of personalization that is available online. Interchanging this with an expansion of the website and more programs and development that is available will help with expansion of the company and revenue that is associated with the company. By doing this, there is the ability to define and create more alternatives with the success of the company. References Bouwmann, H, I MacInnes. (2006). “Dynamic Business Model Framework for Value Webs.” IEEE (26). Chaffey, Dave. (2007). E-Business and E-Commerce Management: Strategy, Implementation and Practice. UK: Prentice Hall. Chesney, T, Phil Darby. (2006). “Strategies for Small Businesses Selling Online.” ECIS(55). Clow, KE. 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