Understanding the issues and Logic in e-business and develop strategic operational report on sally 's boutique for designing B2C web model.

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SWISS IM&H
OPRATION & INFORMATION MANAGEMENT
MR.AMIN (PROFESSOR)
E-COMMERCE EXPANSION STRATEGIC REPORT ON SHOE BUSINESS
OF SALLY ‘S BOUTIQUE
WORD COUNT : 2403
SUBMITTED BY
KRUNAL SOLANKI .
SUNDAY, DECEMBER 22, 2013

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Introduction
Companies that are planning to improve the operations of an existing ecommerce web
site or move their mission-critical commerce functions onto the Internet may face a
difficult challenge in selecting a partner that can provide all the necessary expertise and
skills required for building successful end-to-end business-to-business (b-to-b) or
business-to-consumer (b-to-c) ecommerce solutions. As OIM consultant I would like to
suggest give contract to professional full service web development that has the
knowledge to bring your company a new vision for developing database driven
ecommerce web sites that help you achieve your business goals. There are different major
IT company who build secure B2C solution , once it is designed the structure then it may
help you to adopt the Technological operation strategy in this sally ‘s boutique like
hiring staff or outsourcing service from the well-known out sources company and what
would be implication of out sources , is it good or bad for business reputation or do we
have any other alternative solution is available that may be decided once the budget and
allocation of resources is clear.
Key issues in Sally‘s Boutique.
By focusing major customers are women and the elite class the price of the product and
profit margin is more than the other shoe retailer. But in return we give our customer
following.
 Personal attention to each customer and maintaining database for their name ,
address , birthdate ,personal choice , like and dislikes .that will help us to know
our customer better and we maintain long term relationship
 Outsourcing is the another option but rather I would prefer to maintain a business
and make department where business is origin (U.K) and hire talented people for
financial , IT , operation ,customer relationship and grievances .
 Keep asking your customer for choice and arrange fashion show in different
major country with good model that increase our brand value and awareness
between elite customers.
 Ask different shoe designer how to implement the design and put in market.
 Send promotional email and arrange code coupon for online business
 Organize brand endorsement party and get to gather where elite business
customer should invite.
 Give special coupon to our regular customers who buy our product.
 Trust is the another factor that needs to be consider ,due to the security and
privacy issues in ecommerce, many consumers do not prefer shopping or visiting
from the website of any company.
 Huge investment , initially we have to build the SSL website and that needs huge
investment and that would be cover in cost of products this directly impact on

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willing ness to pay of consumer ,so initially we are focusing on Elite class
customer who have willingness to pay price of product.
 Future organization of the company
 Strategic requirement of users - business rules and functionality of information
solutions to support their value chains
 Spatial diversification of business activities
 Information technology - determine possible computer architecture
 Global view on company data
 Available information solutions on the market
 Comparison of information support provided by the competition
 Project plan - defines objectives, tasks, financial, human and other resources
SWOT analysis of sally‘s boutique
1.Focus customers
2.Brand strategy
3. Preference
4.Awareness
5.Marketing
1.Expansion in market
2.Promotion for current products
3.Know your customer better.
4.Database
1.Price strategy
2.New in e-commerce.
3.competitors awareness.
1.data protection
2.Other internet/intranet threat
3.Technology adoption of customer.
Above is the SWOT analysis of Heelz ‘s boutique shoe retailer where we can avoid some
threat and weakness by making strategy for our organization like more concern about
data protection and theft on internet , data privacy of customer and make different pricing
strategy for different customer.
Segmentation and target market
As sally has prime focus customer is women so following are the type of women who can
be our customers.

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100
80
60
40
20
0
East
West
North
south.
The
working
women
The retro
women.
The
women
on the
age
Maid of
carpet
bride /
women Mother of
bride
Flower
girls
Brides
Follower
 The working women
 The retro women.
 The women on the age
 The red carpet women
 Maid of bride / Mother of bride
 Flower girls
 Brides
 Follower women.
Business Model
This is also one of the main key areas where business success relies on model you select
and how much is the success factor of business in chosen model.
SUPPLIERS
VENDORS
DEPARTMENTS
PRODUCTS
SHOES WITH
CATEGORIES
OPERATION
BUYERS
FOCUS
CUSTOMER
CUSTOMER
CARE/REDRESSAL

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Above is the business model that we can adapt to expansion of wing of ecommerce where customer focused is main idea and redress and grievances would
be sort out on priority bases moreover different department would take care of
operation like finance , marketing and advertising ,Information technology and
communication e.g. customer care.
Setting website objectives for e-commerce: strategy and tactics
Setting website objective like data security , migration of data and internet
security would be another concern that we need to take care of it in e-commerce
.For this we can adopt the following strategy and tactics for website building and
data security.
 We will build custom ecommerce website and Php asp.net shopping cart,
ecommerce store front & custom e-commerce web site development solutions,
payment gateway integration that turn your visitors into customers.
 Communications, data management and security to offer clients Ecommerce
website design and development solutions.
 Many companies are seeing the value in selling their products on the web. We are
looking to have a web store or a shopping cart, we can easily build. Our Ecommerce solutions are designed with security and our goals in mind.
 We can customize an off-the-shelf product or develop an entire application for
protected site.(SSL)
 Developing ways to differentiate a firm's products and services from its
competitors' or reduce the differentiation advantages of the competitors. This may
allow a sally‘s boutique to focus its products or services to give it an advantage in
particular segments or niches of a market.
 Value chain analysis of sally ‘s business that it concentrates on direct value
adding activities of a firm and thus pitches information systems right into the
realm of value adding rather than cost cutting.
PRIMARY ACTIVITIES OF SALLY ‘S BUSINESS
INBOUND
LOGISTICS
OPERATION
OUTBOUND
LOGISTICS
SUPPORT ACTIVITIES




FIRM INFRASTRUCTURE
TECHNOLOGICAL DEVELOPMENT
HUMAN RESOURCE MANAGEMENT
PROCUREMENT
MARKETING
AND SALES
SERVICES

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The primary value chain for sally‘s e –business activities are:
 Inbound Logistics: the receiving and warehousing of raw materials and their
distribution to manufacturing as they are required.
 Operations: the processes of transforming inputs into finished products and
services.
 Outbound Logistics: the warehousing and distribution of finished goods.
 Marketing & Sales: the identification of customer needs and the generation of
sales.
 Service: the support of customers after the products and services are sold to them.
These primary activities for sally‘s e-business are supported by:
 The infrastructure of the firm: organizational structure, control systems,
company culture, etc.
 Human resource management: employee recruiting, hiring, training,
development, and compensation.
 Technology development: technologies to support value-creating activities.
 Procurement: purchasing inputs such as materials, supplies, and equipment.
BRAND AWARENESS AND ENDORSEMENT
Initially I would like to suggest sally that she should focus more on marketing and
promotional activities to attract existing and future customer by creating brand value and
awareness by endorsement program held in fashion show, five star hotels, business casual
meeting, e-alerts, and coupon code by focusing on customers.
Following are few tactics and strategy for brand awareness and endorsement
for sally‘s boutique.
 Leveraging the web: One of the easiest first steps to raise local brand
awareness is to turn a keen eye to optimizing your existing web page.
 Establishing yourself as a social authority: Social media is the ace-inthe-hole of brand marketing. It is a space where brands can actively
participate in word-of-mouth marketing, and listen directly to consumer
opinions.
 Traditional advertising: Integrating social elements into print ads can
also prove to hold value for brands. It can be as simple as including an
event hashtag in the ad or
 Sponsoring events: By sponsoring public events, you have the
opportunity to display your company name, brand or product around to the
community that you are targeting in a direct way.
 Product placement: Getting your product offerings within the
consumer’s line of sight is a key move in marketing strategy.

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 Non-traditional advertising: Brands have begun taking place in guerilla
marketing tactics in addition to traditional and digital marketing strategies.
 Attending local events: In addition to sponsoring local events,
participating in local events can establish your brand in the community
that you’re servicing.
SSIP SECURED PROCESS IN SALLY ‘S BOUTIQUE WEBSITE/B2C SOLUTION
Merchandising
Optional Features
Site Management
Security
User Engagement
Organic search
engine optimization
(SEO)
Security
 Secure (SSL) encrypted transfer of order and credit card information
 Secure HTTPS/SSL and password protected access to admin section
 Security access history - Assigns a unique ID to each person with access to the admin
section
 Full log-out capabilities for site administrator and customer
 PCI compliance - Web servers are firewall protected, credit card numbers are stored no
longer than necessary, sensitive data is encrypted and access restricted, audit logs are
created
Merchandising
 Site administrator can designate any product as a "Discounted Special" or "Featured
Product" and have these products appear on the home page with the original price crossed
out
 Up-selling and cross-selling capabilities - Suggestively sells alternate and complementary
products

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
Sales promotions - % off, $ off, free with purchase, buy one get one free, free shipping
and shipping discounts
 Discount coupon promotion - Site administrator can set discount coupon codes for the
entire product set, product category or individual product(s) and expiration date
 Wish list/Gift registry - Customers can creation multiple wish lists of products they want
to buy in the future for themselves or others
 Newsletter subscription management - Email capture text box for building in-house optin email lists
Site Management
 Site administrator can login and update customer account information
 Product management and order management - Main functions are: add, edit and delete
products and sort orders by customer name, company name, date, order id, order status
 Pricing updates - flexible interface for price mark-up or mark-down for all items or for
certain categories
 Sales statistics/reports - Generate sales reports for sales by date or date range, product
type, customer, geographic location, order size, etc.
 Content management – WYSIWYG(what you see is what you get) editor the site
administrator can use to add, edit and delete content on web pages and add and delete
web pages
 Blog administration - Allows the site administrator or other designated individuals to post
blog posts and comment on posts
 Customer review management - Review customer reviews, turn customer reviews on or
off
 XML export - Generates an XML product feed of product data and information for
transfer into another system
 Email list management - Site administrator will be able to add, edit and delete email
addresses and export email addresses from the database in popular file formats
User Engagement
 Voluntary customer account registration - Provides potential customers with the
opportunity to register for a customer account
 View account information - Allows customer to login to view and update customer
account information and check order status
 Onsite blog program - Customers can comment on blog posts
 RSS product feeds - Customer can subscribe to product feeds to receive the latest
information on product specials and promotions
 Onsite user product reviews - Customers can rate and share their experiences with a
product(s)
 Send-to-a-friend - Email the content of a product detail page or category page to a
destination address

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
Print-friendly print version - Reformats and prints current active page with navigation
links and other web page elements removed
 Web site social media optimization and integration - Links to social media news sites like
Digg, and two-way integration with social networking sites such as Facebook, Twitter,
Google Buzz, YouTube and others
Organic search engine optimization (SEO)
 Dynamic category and detail product page titles and meta tag descriptions Automatically generates unique page titles and meta tag descriptions from the category
name and product name
 User-defined product image file names and Alt tags - Supports image search engine
optimization
 100% static URL’s - All links appear to be “static” with no parameters in the URL. This
ensures that search engines can fully crawl and index the site content
Conclusion
In my opinion for sally‘s case strategic planning process only best suited for stable
environments.
 A drawback of top-down approach and modeling is that it may not be responsive
enough for rapidly changing competitive environments. In times of change, some
of the more successful strategies emerge informally from lower levels of the
organization, where managers are closer to customers on a day-to-day basis.
 Another drawback is that this strategic planning model assumes fairly accurate
forecasting and does not take into account unexpected events. In an uncertain
world, long-term forecasts cannot be relied upon with a high level of confidence.
And generally, the forecasts period is between 3 to 5 year.
 Therefore, many firms have selected scenario planning as a tool for dealing with
multiple contingencies instead of strategic information system planning.so for
surviving in business sally has to do consistently improve the strategy and be
prepare for unexpected threat that might come for her in near future.

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