Transforming Royal Confectionary Into An E-Business: A Strategy Essay.

1. Provide a detailed description of the current issues of the company as you see them.
First issue is competitors 
Redesign many business processes on the internet 
Improve the ability

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.

Issues of Competitors for Royal Confectionary

The significance of e-commerce is revealed by the online statistics, which provide the fact that in order to fulfill and meet the expectations of more than a billion internet users, every year handful of retailers are shifting to e-commercialization. In fact, huge investment leading to annual revenue of more than million dollars can certainly predict the capability of e-commerce and online market. The management behind one of the prominent confectioners in UK, Royal Confectionary has identified the prospect of opportunity and eventually decides to cause this significant shift in their business framework (Huang and Kess 2015).

Established in the late 1900’s, Royal Confectionary has been accounted as one the most successful confectioners dealing in an assortment of delicacies. The appeal for its quality items as a consistent performer in the confectionary sector of Europe makes Royal Confectionary as one of the most preferred choices for a number of people. It is famous for its range of delicious patisseries and flavored muffins, which makes Royal Confectionary unique in nature. Therefore, by the virtue of their performance and positive feedback they have proposed for an e-commerce strategy and procedure, which shall enhance their business opportunities in an effective manner. The incorporation of technology as a medium to expand its operations and business functions is an innovative approach by Royal Confectionary is order to establish itself in the new trend of e-commercial sectors.  They want to exhaust all the opportunities of the e-commerce. In order to formulate the goals and objectives of e-commerce sector Royal Confectionary have introduced the Enterprise Web Management divisions which acts as the consultant for the planning and processing of the its online market (Fang et al. 2014).

Royal Confectionary has consistently maintained a great reputation in the market for an eventful number of years.  It has twice been voted as the ‘Best Confectioner of Europe’, by the virtue of the production and quality maintenance. The confectioner based in Europe has a worldwide appeal for its superior range of edible items (Demirkan, Spohrer and Welser 2016).

It has always followed a traditional; path for its business operations and people engage and visit the branches, dispersed all over Europe because of their warm appeal. In spite, of this it the enterprise was not successful in capturing the market and targeting its prospective customers. This issue was one of the directions, which led to the transformation in the mode of their business (Huang and Kess 2015).

Redesigning Business Processes for Royal Confectionary

Quite contrary to this, the competitors and the new entrants in the confectionary business are employing minimal technique to achieve maximum and optimal result through an efficient and a swift process. Therefore after examining a SWOT analysis the data have revealed the online techniques used  by the competitors in the market who are either contemporaries or new start-ups which has employs  and highlights more on the affectivity of quantity and  customer care and product delivery system. Therefore, the issue, which Royal Confectionary face in this regards, is not strategically applying the appropriate means of the technology, which can enhance their production and profit maximization percentage (Clay and Esparza 2013).

Royal Confectionary and many other enterprises, which has ventured into the e-business undergoes a drastic change in its management and operation. In fact, the framework of Organizational Change Management must be applied in the policies in order to formulate this new shift in the business proceedings of Royal Confectionary. Moreover, all the business processes that are involved in this trade are eventually linked with the core organizational structures like Human Resource Management, Quality control and monitoring, Informational and other Technical requirements along with Customer Relationship Management (Matt, Hess and Benlian 2013).

The basic business processing tools like formulating options for better procurement and allowing both the criteria’s of offline as well as online mode , improving on the delivery system by introducing new and innovative approach for placing order and maintain an after sales procedure with the help of online feedback forms. The significance of maintaining a structural and personal customer service system is important because according to, Andam (2014) “customer is the ultimate judge” of the services (Andam 2014).Therefore, there should be exclusive internal changes and reconstruction of all the key infrastructures of the business and dealings carried out by Royal Confectionary. This involves the transformations in approaches towards a more comprehensive and knowledge based management. It is not organic in nature rather very structured and methodological apparatus. The amendments that have already been incorporated have been successful in their purpose, and especially the strategy of Business Process Reengineering has been a commendable effort in the e-business approach (Powell 2013).

The recent shift of the business interface for Royal Confectionary as proposed in the working model for e-commercialization had led to several changes both internally as well as with their dealings with the external environment. The integral factors of the confectionary has adapted a fuss free, automatic and mechanized system of affairs (Andam 2014). The established brand has strengthened and put to use all its resources and skills, which are deemed as the features, which are unique to Royal Confectionary in the agenda towards accomplishing its e-business goals. The ability and one the premium feature of Royal Confectionary is its assurance of the best quality product under any circumstances.  In fact, they value and treat each of their customers as important element in their passion for creating and preparing food with passion (Clay and Esparza 2013).

Improving the Current Ability of Royal Confectionary

Therefore, after the recent shift in form their manual purchase and order options, there has been significant development over the process of ordering. In an attempt towards their technical advancement in their operational processes a new application software have been formulated which takes multiple number of orders regardless of time and place. Moreover, the installation of the virtual medium and specialized analytical tools the day to day performance activity can be measured easily. Therefore, they must improve and make optimum utilization of the technical device and programs and facilitate their productivity and develop an improving and experiential work culture (Chiu et al. 2014).

Royal Confectionary have introduced a new business set up in the virtual mode and with several transformational phenomenon have been engaging in e-commercialization with customers, suppliers and relative business agents. Therefore, they have to incorporate systematic and technical modules of their business devices and integral systems like sales, procurement techniques and human resource practices (Huang and Kess 2015).

The scope and provision of a successful run after e-commercialization of the business mode will be effective if the changes are productive and fruitful. The interactions and communication strategies shall function entirely based on the virtual medium. In order to expand their scope of opportunity in the market and update their strategies Royal Confectionary should observe a competitor analysis theory. The shift to a completely new and virtual mode can be enhanced through the current processes like the initiative of “Return on Investment” (Ledford 2015).

The management of the functions and the optimal utilization of resources seek to engage in a series of interactions, which will lead effectively to the process of e-business. Apart from  the incorporated change in the ‘intranet’, ‘internet’ and ‘extranet’ interaction, which have already been applied in their procedures, the objective of leading and implementing the virtual medium should shape by updating the  business culture in terms of engaging  the employee with training modules for operating through a virtual medium. On the other hand, the direction towards hiring experienced professionals who are more adapt with technology and online medium can be very useful towards their online venture. The implication of information technology is central for any virtual mode, which must be organized and arranged prior to the assortment of all the information for transforming the business model.  The strategies and resources used in Customer Relationship can be efficiently implemented through a number of social medium networks and Search Engine Optimization, which is essential to promote the brand directing it in a strategic manner (Matt, Hess and Benlian 2015). The technical supports are central to the e-commerce framework of Royal Confectionary; therefore, all the apparatus and devices, right from manufacturing to the establishment of the customer base should be directed towards an inclusive approach. Applications and systems as authorization capturing and coding should be integrated in order to successfully lead the scenario and the virtual phenomenon.  The core structures like knowledge management procedures should be involved in order to formulate an extensive and encompassing perspective. The strategies of Royal Confectionary will be optimized through medium of web based application and system software that will regulate and maintain the influence of customers of Royal Confectionary. Primarily the mediums of operation have been integrated within the online environment like creating a portal, which will act as the interface of the business proceedings (Demirkan, Spohrer and Welser 2016).

Internet Process Perspective for Successfully Leading into e-Business

The issues, which have been identified in the primary assessment, are the key reasons for the online transformation. Moreover, the factors that have influenced the management to incorporate it in the business process are the changing market trends and the shift in customer identities and preference. The major trends and threats from the contemporaries have led to this e-market phenomenon. A pre-planned methodical approach has been determined for the complete transformation in the business methods of Royal Confectionary. The devices as the key performance indicators, which are a major area of concern for incorporating the virtual medium, must be highlighted through the inception of the e-medium. The need for converting and shifting the parent concern into a new and innovative process involve regulating and maintaining the quality of the product. The food and beverage industry always have the advantage of innovative representations, which can be initiated through the improvisations in their online culture and coordination. The core business processes like procurement methodologies and tendencies must be formulated in a tactical and systematic frame so that it has positive impact on the business outcomes and gains of Royal Confectionary (Da Costa 2016).

The primary source for the implementation of the online method of transaction must be supported with an integrated system, which should be applied within the framework. This shall be possible if a virtual interface is developed in order to maintain the business regulations and functions in the most appropriate manner. The business practices of Royal Confectionary includes the redesigning some of the key factors of the structure. Therefore, the migration from the store and departments to the virtual reality with the help of Internet technological device should be operated within a specific network system. The research for the appropriate software technologies would be selected based on the interpretation and purpose of the business functions of Royal Confectionary (Huang and Benyoucef 2013).

The devices of enterprise resource planning (ERP) are significant for determining the best practices for virtual implementation of business. Therefore, the best medium will be selected which supports the proceedings and maneuvers of business industry. In fact, the selected or suggested method, which can be incorporated by the Web Management Division, is the application of the Oracle + Netsuite ERP system.  The importance for the major transformation shall be highlighted thoroughly in the hardware and software improvements. The implication of installing the best resources and software for the operation of the system is essential as it facilitates the involvement with the customers, suppliers and elated business agents in a widespread manner. It acknowledges as the analytical framework that should assemble the information and data within an organized setup (Chiu et al. 2014).

The company must include measures, which will improve the prevalent system ERP system, which has a wider approach, and the concept is very comprehensive and integrated within the systems of the organization. The suitable way to measure business analytics should be automated with the system. The objective of this shall capture the allotted budget, current statistics, and updates of the production costs and the total delivery percentage of the month and quantitative analysis of the business infrastructures. It is proposed and recommended as this application enables the integrated CRM and EPR suits, which are congruent with the day-to-day business affairs (Vey et al. 2017).

A definite analytical system and infrastructure as Net-Suite allows is easily adaptable and can be browsed from any part of the world. The Net-Suite operations reinforce the management of the operations through its flexibility of performing within a multiple number of platforms. It provides real time dashboards, specification which is previously segmented and facilitates the whole system and scenario of the online configuration for Royal Confectionery. The Net-Suite Manufacturing Edition is the proposed software, which has to be implemented with some amount of investment as the returns are more valuable in terms of efficacy and productivity. This cloud approach is efficient and can is available in a variety of platforms.  It has the benefit of e-commerce showcase alerts, CFO based dashboards that provide the accurate and as well as the graphical representation of the books of accounts which will eventually help in supervising and managing the tracking systems and quality control devices.  The priority and engagement techniques of the vendors, customers are enhanced through the application of this digital system (Killoran 2013).

One of the important conditions for the survival of the virtual mode of operation is the congruency between the hardware and the system software. Therefore there can be scope for improving and updating the processor or the technical tools, with time as it should support as an infrastructure for the proper functions of the ERP device. The configuration of the hardware should be in accordance with the virtual medium of work frame. The multiple numbers of conveniences in terms of deployment, platforms and accessibility NetSuite is the suitable system which can be resourceful to the enterprise in this trend of new developments in e-market (Turow 2014).  

The representation of the store or the shop needs to be shifted in a synchronized platform or medium which will enable efficient business process. Therefore ensuring the similar enterprise behavior in terms of the purchasing criteria, or shopping or delivery experience and the after sales service, Royal Confectionary have already focused and implanted action of increasing the share of return of investment. Therefore the first criteria creating the webpage  or website  of the enterprise as it is the  virtual recognition of for delivering their products in  home-ground as well as in the overseas market (Baye, De los Santos and Wildenbeest 2016).

Therefore, the webpage which will be created must be user friendly, fast and very concrete in nature. It should entail all the relevant information which the business agents and correspondence should be well informed. One of the most important infrastructure is the web page designing and its innovative factor which is one of  the determining criteria for the ‘number of visits’ , or the engagement of social media  which a relative function of the   online mode  of business affair.  Moreover the look and feel of the website design can be improved with several emblems and images of the products that are manufactured by Royal Confectionary. Often due the design, format and layout of the prospective customer faces technical holdup with the site, therefore, the navigational schemes are hampered which must be implemented as it serves as the main and primary source of the digital framework (Patil, Pawar and Patil 2013).

On the other hand, the significance of these structures is conjunct with the purpose of the previously implemented rules. Therefore, the recommendations act as the catalyst which strengthens their attempts of increasing their return of investment.  This virtual medium is the best resource for online advertising and promotional tweet, or face-book advertising and several other impacts of social media. It must ensure the cost effectiveness with a presentable and professional feel when the users interact with the website. The data form the last two years (2015-2017) is a feedback of the savings accrued (£6 million) due to less costing is the evidence of the successful implementation of the following online market situation. The incorporated online experience can be concluded if it has a coherent and sound front end functionality tool which maintains the consistent product quality and delivery management of Royal Confectionary (Schniederjans and Yadav 2014).

As suggested by the tagline, the visit to the Royal Confectionery is a gastronomic experience and not any random and pleasant experience of the sweet tooth. The advantages of analyzing the point of sales, the inventory planning and several other business agendas which are transformed from the physical state to the virtual state can be easily visible in the monthly performance report. The feature of installing the software will aid in enhancing and formulating the working environment (Baye, De los Santos and Wildenbeest 2016).

This is posing a risk for the interactions and impressions of the customers, as they are switching to alternative and economical options as in the case of its competitors. The transition of trade operations and transactions from the real world to the virtual world has been very eventful in considering the new trend of e-commerce.

The main aim of implementing new software and new strategies is to enhance the productivity and the demand of the product or services among its consumers. To introduce new technologies to the organization Royal Confectionary must follow some steps:

• First Royal Confectionary has to identify the business objective and target market of the organization. It is the initial stage of implementing any kind of change. It will help to implement new tactics accordingly.
• After the identification of the primary objective, the management must analyze how the internet can be effective to fulfill the requirement of the organization and what technology or software can be beneficial for the organization. They must conduct some team meetings and group discussion to know the view of other employees. It will help them to take right step for the organization.
• After identifying the right technique, management must implement it as early as possible. Thus, it can increase their demand and productivity.
• The most attractive feature of internet is its quick availability. Organization can easily measure the effect of using new technologies and internet for the marketing and production. This will help them to identify and rectify the loopholes of their system.

Conclusion:

Royal Confectionary is attempting to implement this change in their amended objectives and agendas. In fact, it has caused an extensive effect on the business operations and strategies of the prevalent organization. The e-commercial sector is the current trend, which establishes the inertia for exploring all the profit maximization tools for the enterprise.  In order to sustain in this age of globalization, the prevalent enterprises must avail all the opportunities which help in profit maximization techniques. The presence of Royal Confectionary as an established confectioner in United States of America is an invincible fact.

The improvement percentage can be compared and all the relevant and appropriate information are easily available and accessible for the records. The capability to assess their improvement and the daily reports after incorporating the infrastructures of e-business should be able to motivate them and regulate their strategies and decision accordingly, in order to evaluate the necessity for shifting their type of business medium.

Reference

Ahmad, M.M. and Cuenca, R.P., 2013. Critical success factors for ERP implementation in SMEs. Robotics and Computer-Integrated Manufacturing, 29(3), pp.104-111.

Andam, Z.R., 2014. e-Commerce and e-Business.

Baye, M.R., De los Santos, B. and Wildenbeest, M.R., 2016. Search Engine Optimization: What Drives Organic Traffic to Retail Sites?. Journal of Economics & Management Strategy, 25(1), pp.6-31.

Chiu, C.M., Wang, E.T., Fang, Y.H. and Huang, H.Y., 2014. Understanding customers' repeat purchase intentions in B2C e?commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), pp.85-114.

Clay, B. and Esparza, S., 2013. Search engine optimization all-in-one for dummies. John Wiley & Sons.

Da Costa, E., 2016. Global e-commerce strategies for small businesses. Mit Press.

Demirkan, H., Spohrer, J.C. and Welser, J.J., 2016. Digital Innovation and Strategic Transformation. IT Professional, 18(6), pp.14-18.

Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E. and Lim, K.H., 2014. Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms. Mis Quarterly, 38(2), pp.407-427.

Huang, P.N. and Kess, P., 2015. A Business Model to Operate an Online Business Successfully: A Study of one Taiwan Bake Shop. In Managing Intellectual Capital and Innovation for Sustainable and Inclusive Society: Managing Intellectual Capital and Innovation; Proceedings of the MakeLearn and TIIM Joint International Conference 2015 (pp. 467-473). ToKnowPress.

Huang, Z. and Benyoucef, M., 2013. From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), pp.246-259.

Iredale, S. and Heinze, A., 2016, September. Ethics and Professional Intimacy Within the Search Engine Optimisation (SEO) Industry. In IFIP International Conference on Human Choice and Computers (pp. 106-115). Springer International Publishing.

Jinno, H., Abe, H. and Iizuka, K., 2017. Consideration of ERP Effectiveness: From the Perspective of ERP Implementation Policy and Operational Effectiveness. Information, 8(1), p.14.

Kane, G.C., Palmer, D., Phillips, A.N., Kiron, D. and Buckley, N., 2015. Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14.

Killoran, J.B., 2013. How to use search engine optimization techniques to increase website visibility. IEEE Transactions on professional communication, 56(1), pp.50-66.

Ledford, J.L., 2015. Search engine optimization bible (Vol. 584). John Wiley & Sons.

Lichtenthaler, U., 2017. Shared Value Innovation: Linking Competitiveness and Societal Goals in the Context of Digital Transformation. International Journal of Innovation and Technology Management, p.1750018.

Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business & Information Systems Engineering, 57(5), pp.339-343.

Patil Swati, P., Pawar, B.V. and Patil Ajay, S., 2013. Search Engine Optimization: A Study. Research Journal of Computer and Information Technology Sciences, 1(1), pp.10-13.

Piccinini, E., Gregory, R.W. and Kolbe, L.M., 2015. Changes in the Producer-Consumer Relationship-Towards Digital Transformation. In Wirtschaftsinformatik (pp. 1634-1648).

Powell, D., Alfnes, E., Strandhagen, J.O. and Dreyer, H., 2013. The concurrent application of lean production and ERP: Towards an ERP-based lean implementation process. Computers in Industry, 64(3), pp.324-335.

Schniederjans, D. and Yadav, S., 2013. Successful ERP implementation: an integrative model. Business Process Management Journal, 19(2), pp.364-398.

Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. An empirical study of an internet marketing strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(6), pp.528-540.

Turow, J., 2014. The Digital Transformation of Physical Retailing. The Ubiquitous Internet: User and Industry Perspectives, 25, p.146.

Vey, K., Fandel-Meyer, T., Zipp, J. and Schneider, C., 2017. Learning & Development in Times of Digital Transformation: Facilitating a Culture of Change and Innovation. International Journal of Advanced Corporate Learning (iJAC).

Wang, W.T., Wang, Y.S. and Liu, E.R., 2016. The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53(5), pp.625-642.