E-Commerce Assignment Help

E Commerce Assignment Help

E-Commerce Assignment Help

Introduction

Background

This e-commerce assignment will look into carrying out an analysis of the chosen e business which has been discussed in the article for the company kogan.com. This company which was founded by Ruslan Kogan UN the year 2006 is the largest online departmental store in Australia. The company is in the business of selling a huge range of products through its online store which has a direct to customer format. This report will look into the existing marketing as well as operational e business strategie which are followed by this company in the current market of it. It is of utmost importance that the company continues to grow through consistent fine tuning of its strategies with the intention of keeping its competitive positioning and advantage.

E-Commerce Assignment Help

Aim of the report

The aim with which this report will be written is to discuss, analyze and understand the various marketing as well as operational strategies which have been implemented by kogan.com in its current market of Australia for the purpose of developing and maintaining its competitive edge over the nearest rivals of the company. Some of the basic strategies which will be evaluated for the e business company in this report include the various strategies of the company.

Scope of the report

This report will attempt to exhibit as well as assess the significance of various business processes in addition to the business strategies for providing the best possible products and services to the consumers and end users of the company. It will also detail the way these business processes and the business strategies will help the company in providing the best possible service to the consumers.

Analysis of Article

The company and the article which has been chosen for the purpose of this report will be analyzed through this section of the paper. This will be done with the purpose of identifying as well as evaluating the various e business strategies which have been used by the company under discussion for catering to a large base of consumers within the county of Australia. This report will try to assess the existing marketing strategies in addition to the operational strategies which are followed by this company in the current market of it. This will also help in evaluating if there is any requirement of modification to any of these strategies in view of the fact it is of utmost importance for the company to grow continuously through unswerving fine tuning of its strategies with the intention of keeping its competitive positioning and advantage.

Analysis of the Article with e commerce site

In view of the fact one of the major differentiators for this company which has been able to give it an edge as compared to the nearest rivals within the country is product line. The product mix which is offered by the company as a part of its marketing and operational strategy is huge and hence it has been able to attract a large base of consumers consistently over the period of last few years. Also this has helped the company to create a base of loyal customers. As has been identified by the various previous researchers as well as industry practitioners, loyal customers are very important for any business to sustain its profitability. In view of the fact that in the current external marketing environment, the cost of acquiring new customers is significantly higher than the cost of retaining a loyal customer, more and more companies are focusing on the strategies and activities which can help the company in doing the latter. The product mix strategy is the example of similar approach which has been implemented by kogan.com. The marketers of the company have been able to expand the product mix through increasing the depth of the certain lines of products or by increasing the number of product lines.

In the year 2012, the company was able to make public a series of new product lines. These included the Android wireless keyboard and track pad. After few months the company was also able to start the online retailing of the branded tech products of Apple Inc. including iPhone 4S, iPhone 5, iPad 2 and the Apple MacBook air, selling them at discount prices. Along with these the e commercebusiness strategy which has been implemented by the company is robust which helps the company in positioning the products which help in appealing to the consumers through exploiting the brand names.

The company has gone public in the recent past and it has also implemented a strategy of acquiring businesses for augmenting the growth of the company. The company acquired Dick Smith’s intellectual property and online business in March 2016 for $2.6 million and the integration happened with high degree of effectiveness and efficiency which also led to $6.5 million additional profit for the company. It will be necessary to look into some of the key statistics of the company to understand the efficiency with which the existing operational and business strategies which are working for the company under discussion. As of Dec 2015, 5the number of active subscribers for Kogan was 2.3 million. Within 6 months, this number increased to 3.7 million as of June 2016. Number of purchase active customers for last 12 months – increased from 621,000 in June 2015 to 702,000 to June 2016.

As far as the supply chain of the company is concerned, the same has also been developed for managing various products and new services which are being introduced by the company. The company has been able to develop the business to more than only the tech products. Hence through identifying the private label brands on offer in the company it can be said that the retail products has a border scope as far as Kogan.com is concerned. The proceeds from the initial public offering will also be added to streamline the supply chain and operations of the “Private Label” for Kogan. Thhis will be aimed at delivering better benefits for the consumers of the company from the financial year 2017. This means Kogan shoppers could have better access to product categories like pet supplies, baby and toddler wear, bathroom fittings, home hardware, men’s grooming, pest control and more.

Hence it has become of utmost importance for the company to ensure that it manages its SCM through customer segmentation. For the reason that all the consumers of the company may not have similar standards and same requirements, different supply chain needs to be configured as well as coordinated for meeting these diverse requirements of the customers’ approaches. The company needs to push further general improvements for the performance of the supply chain of the company for bringing out effective matching nature of the production, time of the production and the quantities of the production forthe specific requirements of the customers. For doing this the companies need to have a specific level of market research, flexibility in terms of operation in addition to sophisticated cost accounting approaches (Cooper, 1997).

Conclusion

The aim with which this report has been developed was to discuss, analyze and understand the various marketing as well as operational strategies which have been implemented by kogan.com in its current market of Australia for the purpose of developing and maintaining its competitive edge over the nearest rivals of the company. Some of the basic strategies those have been evaluated for the e business company in this report include the various strategies of the company. This report has attempted to exhibit as well as assess the significance of various business processes in addition to the business strategies for providing the best possible products and services to the consumers and end users of the company. It has also detailed the way these business processes and the business strategies will help the company in providing the best possible service to the consumers.

The company has gone public in the recent past and it has also implemented a strategy of acquiring businesses for augmenting the growth of the company. The company acquired Dick Smith’s intellectual property and online business in March 2016 for $2.6 million and the integration happened with high degree of effectiveness and efficiency which also led to $6.5 million additional profit for the company. As of Dec 2015, the number of active subscribers for Kogan was 2.3 million. Within 6 months, this number increased to 3.7 million as of June 2016. Number of purchase active customers for last 12 months – increased from 621,000 in June 2015 to 702,000 to June 2016.

References

  • Cooper, M.C., Lambert, D.M., & Pagh, J. (1997) Supply Chain Management: More Than a New Name for Logistics. The International Journal of Logistics Management Vol 8, Iss 1, pp 1–14
  • Epstein, D. G. (2006) National Contracts. Teaching Hypothetical’s. Barbri Bar Review. CICW.
  • Frank, R. H. (2006) Micro economics and Behaviour, 6th Ed. McGraw-Hill Irwin.
  • Porter, Claire (19 March 2013). "Customer booted from Kogan Mobile service for using his phone too much". News.com.au. Retrieved 25 Sep 2016.