Online Based Company Analysis and Benchmarking - Essay Example

ONLINE BASED COMPANY ANALYSIS AND BENCHMARKING By: Introduction The telephone circuits, airwaves and computer cables are buzzing in this digital communication error. We are surrounded by digital information. There is no secret, a company has to adapt to this changing information technology and the advancement of the internet world. The rapidly expanding communication network puts pressure on existing computing operations and drive companies to develop more information-centric computing architectures (Clegg 1997, pg66). Additionally, the increase in the use of internet among the global population has seen a tremendous increase of individuals communicating and accessing information related to bride dresses. It is for this reason that companies specialized in making bride dress; have resorted to the internet to market and hence sell their products. This report’s main focus is develop a benchmark for examining the best features and practices of bride’s dresses related information web pages so that they can be implemented in the existing company (1K Bride company). However, before developing the benchmark for the analysis, the report offers a detailed literature review on the importance of internet-and particularly online communication- to the companies that specialize on bride dresses. In relation to the predetermined set of analytical criteria, the evaluation of similar websites will be undertaken (Clegg 1997, pg71). Both the strengths and weakness of each and every website will be highlighted, thereby giving much needed direction towards how the website of ‘1K Bride Dresses’ can be improved from its current status to a much improved one. It is worth noting that: 1K Bride Dresses falls under fashion and design industry in Australia therefore much of the information gathered will be generalized with the assumptions that it fits well with 1K bride Company. Literature review This incredible growth of the digital universe means that more than simply the fact that individuals will be facing information explosion on an unprecedented scale. This has implications for organizations concerning security, privacy, content management, intellectual property protection, data centre architecture, technology adoption and information management. According to the prediction made by IDC; while almost 70% of the digital universe will be created by individuals, fashion and design firms will be responsible for the security, privacy, compliance and reliability of at least 85% of the same digital universe (Chung 2003, p11). In fact, according to IDC, information and privacy protection has become a boardroom concern for fashion and design firms and their customers become increasingly tied together in real-time. This calls for implementation of brand new information technologies in addition to new training, policies and procedures (Friedman 1992, pg77). The safest way to communicate online is to use a secure messaging system. It is ethical that any information shared between the company and the client is transmitted electronically over open networks, so that such communications cannot be easily be intercepted and read by parties other than intended recipient. Fashion and design companies should also protect their information systems from intruders trying to access them from external communication points. This does not mean that the public should be barred from accessing necessary information in the company’s network, or than the company should avail only that information that will not compromise its existence and privacy of the client (Friedman 1992, pg97). One of the fastest growing marketing mechanisms in the fashion and design industry is the World Wide Web. For fashion and Design Company, establishing a web presence is a relatively low-cost activity, whether the company chose to set up and maintain its own site or hires someone to do it (Kitamura, Yoshii & Yamamoto 2009, pg90). Costs of developing a website can be as little as nothing to hundred of dollars, with monthly site maintenance and Internet e-mail account ranging from $10 to $50. Regardless of the procedure used to develop the website, the most important thing is that the style of the practice is properly communicated through the web site (Delta & Matsuura 2009, pg101). Once the web site has attracted many clients, it is also of great value that the site well organized (Anderson & Englehardt 2000, pg 23). Some of the most popular features that should appear in a fashion and design website include: services, staff, directions, news/newsletter and frequently asked questions. Direct link to clients’ information sites can help improve the content of the website and hence improve the relationship with the clients. However, frequent update (most preferably after every 1-2 months) of the website is vital to ensure that the clients are supplied with the most accurate and up-to-date information (Kitamura, Yoshii & Yamamoto 2009, pg121). If the available information is not current or reliable, the customers may get a bad impression about the company. In addition, website update is important because it brings the confident about the reliability and quality of the site hence making the users to return to the site after the first visit (Chung 2003, p89). Access to comprehensive and reliable information is important when making decisions concerning fashion. Therefore, for effective website, the company must ensure that it engender trust in the user through its content and design (Bidgoli 2003, pg6). To achieve this process, then all website ownership details and affiliations should be clearly visible or be accessible through a link on the landing page (Chung 2003, p77). Elements of creativity, clarity and originality in website design determines the initial impression made by the clients who visit the site and are what intrigues them to continue exploring more into the site. The way a fashion design company design its website will make a big difference between the company and its competitors. Fashion companies should be just superb in developing their websites because those who visit their sites are looking for things of quality, style and value (Daly & Miller 1998, pg44). Despite the fact that website developed to perform administrative functions are believed to help in reducing practice expenses and enhancing clients convenience, each administrative function of a fashion and design website should be programmed into the site and delegated to a practice staff to properly manage it. According to Bidgoli (2003, pg12), many of the sophisticated web functions are still experimental, it is advisable for a fashion and design company to take an evolutionary approach. That is; as the website develops along with the practice, the company should gradually add appropriate services online to increase customer’s satisfaction levels. This may include adding secure email messaging to the site to increase office efficiency and provide better services to the clients. Developing a fashion website from scratch can be challenging especially for small fashion firms. Nevertheless, many of the companies that are specialized in offering free practices websites already have designed these systems, and will just a small effort you can decide to improve the appeal of the appeal (Kitamura, Yoshii & Yamamoto 2009, pg19). The way the functions of the company are conducted can be changed through proper planning. Baldauf & Stair (2011, pg54) argue that: Once the website is fully developed, the company can let the clients and the world know that it exists through registering it with all major search engines such as Google, Yahoo and many others (Baldauf & Stair 2011, pg33). It is unpredictable how fashion and design companies will use electronic communications in the future-but one thing is for sure: the role of communications will grow significantly (Bidgoli 2003, pg23). Not only are customers demanding that fashion companies communicate with them electronically (through online), but the companies are already discovering that online communication can be a vital tool in managing demands and time pressures facing their production process. Marketing can also be enhanced through a well developed website. Because the majority of information sought out on the internet is self directed, proper learning takes place when the customer is not only presented the content, but rather given the opportunity to explore and reflect on it through interactive means (Baldauf & Stair 2011, pg64). Therefore, it is sensible for fashion and design company like 1K Bride Dress Company to begin getting experience in expanding their use of electronic communication. Benchmarking criteria: Given the above literature review, a total of eight satisfaction criteria has been established to help analyzing the quality of the fashion and design websites similar to that of 1K Bride Dress Company. Table 1: Benchmarking criteria Description of assessment Accessibility The content as displayed in the website answers the enquiry of the visitor sufficiently and provides access to further support and information. The organization of the content is flexible and can be used by different target demographics including the disabled. Online privacy This is a growing concern for consumers as more daily transactions take place online. In this criteria, much focus will be on how the company is dedicated in ensuring privacy of the clients is maintained. Technology and platform neutrality A certain kind of information should receive the same level of protection regardless of the technology, platform or the business model used to create, communicate or store it. Equity between transit and storage A good website should provide the same level of protection to the information whether the information is in transit or in storage Simplicity and clarity All the stakeholders deserve a clear and simple information from the website Social networking Social networking has been a baseline for online marketing in the recent times. Many companies and millions of people now use social media services to share information with friends and as an alternative platform for private and business information Interactivity of multimedia and visuals Fashion and design cannot be good without a much desired visuals. These include integration of images and animations in the website. Websites: NET-A-PORTER: http://www.net-a-porter.com/wedding?cm_mmc=GoogleNEmea-_-Bridal-Generics-_-Bridal_Wear-_-bridal_clothing_Phrase&gclid=COPG9sWwo7cCFabLtAodmFkAxQ Mary’s Bridal Gowns: http://www.marysbridal.com/?gclid=CLDvkaGyo7cCFbQetAodzicAng Vovo Bridal.com: http://www.vovobridal.com/?gclid=COy62NGyo7cCFS7KtAodR04ACg The Knot Shop: http://shop.theknot.ninemsn.com.au/shop/category/wedding-clothing Vera Wang: http://www.verawang.com/ Mi Bride and Groom: http://www.mibrideandgroom.com.au/ LISA HO: http://www.lisaho.com/ Tommy Bahama: http://www.tommybahama.com/TBG/Men/Wedding.jsp Browns Fashion: http://www.brownsfashion.com/info/stores/browns-bride Bridal Party Tees: http://www.bridalpartytees.com/ Vovo Bridal.com Vera Wang Browns Fashion Accessibility Effective features: -quick access of information -content categorized for specialized target audience -extensive links to help access the information quickly Poor feature: Inadequate information with regards to the products they are offering Site features are compatible across browsers The speed of the download is instant Covering all aspects of fashion and design The information available is very updated Credibility established on home page through statement of missions, values, visions and audience. Poor qualities: Late revision date of the information not provided leaving the viability of the information questionable. Online privacy Good features: The customers are well protected through the provision of logging account. Site map simple to navigate hence making it more secure because not much information is required. Good features: The customers are well protected through the provision of logging account. Site map simple to navigate hence making it more secure because not much information is required. Good features: The customers are well protected through the provision of logging account. Site map simple to navigate hence making it more secure because not much information is required. Technology and platform neutrality Good quality: Good use of technology Good marketing of the products that some are repeated Video call is available Poor quality; Site map simple and categorized Able to incorporate slide show to the pictures hence more advanced visuals. Not very much into technology application Simplicity and clarity Image icon links are engaging Online live chats if at all the customer want to inquire something with then company as soon as possible The information regarding the dresses is updated up to 2013. Condensed and categorized content for easy navigation and scanning. The content in the website is characterized by hyperlinked words for specialized information pages Poor quality: Too many images conveying the same information Able to differentiate the products into different categories making it easier to search within the website. The language used is simple with fewer words. i.e the picture speaks for itself Social networking There is no integration of social network in the website Able to include the social network into the website hence making it possible for the customers to access information without having to visit the website Able to include the social network into the website hence making it possible for the customers to access information without having to visit the website Interactivity of multimedia and visuals Customers has option to give feedback Very high quality visuals The pictures are for different sizes of the hence market differentiation. As usual good visuals The pictures are on a slide show Customers has option to give feedback Very high quality visuals The pictures are for different sizes of the hence market differentiation. Key features to be improved in the 1K Bride Dress website Accessibility features-a similar feature to the Vovo Bridal.com will really suit 1K Bride company considering it is only three months old Interactivity of multimedia and visuals- even though there are visual content in the website, the current visual information is outdated and need to be updated through addition of newly taken photos. Social network-this is one of the strategies that the company must adapt in order to remain relevant with the current internet users. Technology and innovation- Technology is changing at a higher rate hence the 1K Bride Company must also change with it. To achieve this, the company must develop its website in relation to the current technological advancement. Efficiency-Efficiency will ensure reduced cost of production. But most importantly a firm has to design a more suitable way that will ensure that its products reach the market or the customers at the most appropriate time. 1K Bride should employ strategies that will enables it reach its domestic and international customers. Conclusion and recommendation Being a three month company, 1K Bride Company aims at establishing itself as one of the best selling company in Australia in terms of bridal designed dresses. This should be obtained through a thorough online advertisement which is derived from a well built website. However, the company has not managed to undertake a strong online advertisement since it is in the start-up stage. Apart from online marketing the company also wishes to use aggressive methods of international markets where by the company purchases properties and acquires new companies by taking risks to go in the market overseas (Doole & Lowe 2008, pg 51). The global penetration is attainable mainly through the delivery strategy. That is the company delivers its products mainly through postal addresses at a small cost. However, it is worth noting that the company is still in the start-up stage and more still need to be done. The company still needs to develop other mechanisms and strategies in order to survive in the ever competitive industry (Doole & Lowe 2008, pg 90). References (2003). Oecd communications outlook 2003 edition. [S.l.], Oecd. (2006). Information and communications for development 2006: global trends and policies. Washington, DC, World Bank. Anderson, J. A., & Englehardt, E. E. (2000). The organizational self and ethical conduct: Sunlit virtue and shadowed resistance. London, Thomson Learning. BALDAUF, K., & STAIR, R. M. (2011). Succeeding with technology: computer system concepts for your life. Boston, Mass, Course Technology/Cengage Learning. BIDGOLI, H. (2003). The Internet encyclopedia. Hoboken, N.J., John Wiley & Sons. CHUNG, C.-W. (2003). Web and communication technologies and internet-related social issues, HSI 2003 second International Conference on Human.Society@Internet, Seoul, Korea, June 18-20, 2003 : proceedings. Berlin [etc.], Springer. Clegg, S. (1997). Handbook of organization studies. London [u.a.], Sage. DALY, J. A., & MILLER, R. R. (1998). Corporations use of the Internet in developing countries. Washington, D.C, World Bank. DELTA, G. B., & MATSUURA, J. H. (2009). Law of the Internet. New York, Aspen Law & Business. DOOLE, I., & LOWE, R. (2008). International marketing strategy: analysis, development and implementation. London, Cengage Learning. Friedman, H. (1992). No Thanks I’m Just Looking: Professional Retail Sales Techniques for Turning Shoppers Into Buyers. Kendall Hunt Publishing, California, USA Hegarty, Sir J (2010). Brands of the Future and the Importance of Style: Market Leader.Quarter 2. HILL, C. W. L., & JONES, G. R. (2010). Strategic management theory: an integrated approach. Boston, MA, Houghton Mifflin. KITAMURA, R., YOSHII, T., & YAMAMOTO, T. (2009). The expanding sphere of travel behaviour research: selected papers from the 11th International Conference on Travel Behavior Research. Bingley, UK, Emerald Group Pub. http://1kbride.com.au/index.php?route=common/home http://aciar.gov.au/node/12743 :project proposal template Sample APW_assignment-one.pdf (on moodle) Read More