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Royal Confectionary: An E-BUSINESS STRATEGY This report contain 3000 words without references and appendices use Harvard reference please • Executive summary 100 • Table of content • Introduction 100 • Main body • Q1 • Q2 • Q3 • Q4 • Recommendations • Conclusion • References • the issues from the case study ¬ The issues of competitors who is already in the market for long time ¬ Redesign many business processes on the internet- including sale, purchases, customer services and knowledge management. ¬ Improve the ability to use and develop analytics tools to monitor company progress and development in the market place. Q1/ Provide a detailed description of the current issues of the company as you see them. • First issue is competitors 200 WORDS • Redesign many business processes on the internet 200 WORDS • Improve the ability 200 WORDS Q2/ On the basis of the issues you have identified, discuss how you would lead Royal’s strategy to transform itself into an e-business. Q3/You are to carry out research and suggest suitable software/hardware and analytics systems needed by the company to help Royal’s business become more efficient and cost effective in their use of the Internet technology, internally and with their suppliers and customers. Justification for selections must be given. Q3/To discuss your strategy for the business Internet site. This includes a description of how it should look, feel, and be navigated, in short, to create the online environment most conducive to suppliers and customers doing business with Royal and to raise the web profile of the company through web analytics and optimisation tools. VERY VERY VERY IMPORTANT NOTE: when you do the reference don’t just reference the main page. Put the reference for every page you visit please. Royal Confectionary: an E-BUSINESS STRATEGY Royal Confectionary has been a huge presence in the confectionary industry since its inception in the 1980s. In the face of increased competition over the years, Royal has revamped its business strategy continually. Even more important, though, is Royal’s need to capture and embrace new business opportunities and technologies, such as E-Commerce and they have decided to develop a business strategy for that purpose. Since 2010 Royal’s declared strategy has been to transform itself in order to provide value to the business and its stakeholders. To ensure the success of this transformation the company has decided on the implementation of an e-business strategy. Royal formed an independent division, called Enterprise Web Management, which has the following goals: 1. To lead Royal’s strategy to transform itself into an e-business and to act as a catalyst to help facilitate that transformation. 2. To help Royal’s business become more effective in their development and use of Internet technology, encompassing their suppliers and customers. 3. To establish a strategy for the new business Portal. This includes a definition of how it should look, feel, and be navigated—in short, to create the online environment most conducive to supply chain management and customers doing business with Royal. An audit of the current business functions and procedure has been carried out. The main conclusions from the preliminary analysis was that business process improvements cannot be achieved without addressing the fundamental issues relating to the supporting infrastructure of management such as effective key performance indicators, marketing, HRM, CRM, quality and IT. From this analysis, a working model of the organisation has been developed, identifying the different management issues at each level, from strategic down to tactical and operational levels. This is a multidimensional model that takes both a top down and bottom up approach to balance the strategic vision of the company in line with the day-to-day operational processes. It also addresses the importance of creating an effective management infrastructure to ensure an effective KPI flow of information throughout, in order to support effective strategic management decision making. Like many other businesses, Royal first used the Internet as a static digital brochure, basically a tool for posting information. Royal is now moving toward comprehensive e-business, carrying out business transactions of all kinds over the company intranet, Internet, and extranets between Royal and its suppliers, customers, members of its Business Partner Network, and its employees. Royal wants to become truly e-business-oriented, and to focus on how it can use powerful e-business tools and networking technology to fulfil the diverse needs of its customers and partners. One of the major issues in moving to e-business was the redesign of many of its core business processes on the Internet—including sales, procurement, customer care, and knowledge management. Implementing EC frequently requires such a redesign. Royal adopted a strategy of streamlining its core business processes by simplifying its internal business processes using BPR (Business Process Reengineering), eliminating redundant IT, simplifying its infrastructure, introducing standardisation and creating one global network. The company also wants the ability to use and develop analytics tools to monitor company progress and development in the market place. Royal targeted EC projects at those areas in which the company could earn the biggest ROI (Return on Investment). It focused its activities initially around eight key initiatives: 1. Selling more goods over the Web, incorporating search engine optimisation techniques—e-commerce 2. Providing customer support online, from technical support to marketing backup—e-care for customers 3. Support for Royal’s business partners over the Web—e-care for business partners 4. Dedicated services providing faster, better information for IT analysts and consultants, financial analysts, media, and stakeholders—e-care for influencers 5. Improving the effectiveness of Royals employees by making needed information and services available to them around the clock— e-care for employees 6. Working closely with customers and suppliers to improve the tendering process and to better administer the huge number of transactions involved—e-procurement 7. Using the Internet to better communicate Royal’s marketing stance—e-marketing communications 8. Creating a visible and user friendly portal by modifying the old Web site—enterprise portal Some of these initiatives have already borne fruit. For example, the e-procurement system has saved the company more than £6 million in 2011 to 2013, reducing maverick (unplanned) buying from 33 per cent to 10 per cent. Online sales were close to £15 million. However, there is more to e-business than just how many pounds per day Royal sells or saves using the Web. use just 3 initiatives no more . In the procurement area, for example, Royal intends to invoice electronically to reduce the millions of paper invoices it sends out and to enable fast, competitive tendering from its suppliers. Royal has evaluated the procurement process to determine where the use of the Web can add value. This has resulted in the identification of more than 20 initiatives—including collaboration with suppliers, online purchasing, and knowledge-management-based applications where the company is looking at reducing cost and improving purchasing. A new corporate culture has been created: People are sharing and collaborating more and are happier in doing their jobs. You have been employed as a private E-Commerce consultant with the task of carrying out an analysis of what may be required to manage the changes and make recommendations to the MD of the company to be incorporated in their E-Commerce strategy. Discuss the following You are to complete a detailed strategy report, which includes at least: - 1. Provide a detailed description of the current issues of the company as you see them. 2. On the basis of the issues you have identified, discuss how you would lead Royal’s strategy to transform itself into an e-business. 3. You are to carry out research and suggest suitable software/hardware and analytics systems needed by the company to help Royal’s business become more efficient and cost effective in their use of the Internet technology, internally and with their suppliers and customers. Justification for selections must be given. 4. To discuss your strategy for the business Internet site. This includes a description of how it should look, feel, and be navigated, in short, to create the online environment most conducive to suppliers and customers doing business with Royal and to raise the web profile of the company through web analytics and optimisation tools. Your report must include a minimum of 15 references from a range of appropriate sources. Word Count: Your report must be c. 3000 words, not including the reference list and any appendices etc. 1.A detailed description of the current issues of the company.10 MARKS 2.On the basis of the issues identified, discuss how you would lead Royal’s strategy to transform itself into an e-business. 25 MARKS 3. You are to carry out research and suggest suitable software/hardware and analytics systems needed by the company to help Royal’s business become more efficient and cost effective in their use of the Internet technology, internally and with their suppliers and customers. Justification for selections must be given. 25 MARKS To discuss a strategy for the business EC migration. This includes a description of how the web site should look, feel, and be navigated—in short, to create the online environment most conducive to suppliers and customers doing business with Royal and to raise the web profile of the company through web optimisation tools. 25 MARKS Evidence of research carried out and referencing. 15 MARKS

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