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Maddison Accounting Services (MSA)

Discuss about the Ecommerce Drivers and Marketing Partnerships.

A transaction amongst customer and company directly is known as the business to consumer business model. When a consumer purchase directly from company for the purpose of consumption, they are known as end user of the particular product or service. Apart from business to consumer (B2C) model, business to business (B2B) model also exists and under this business model, more than two parties exist before the product could be consumed by the consumers i.e. end users. Maddison Accounting Services and CB Accounting are two accounting firms in Australia and engaged in providing financial accounting services in Australian market. Their activities are open for both businesses as well as consumers. In this report, business consumer model have been chosen and as a part of business to consumer model, they directly deal with consumers rather putting any mediator in between. When manufacturers produce certain goods and supply those goods to wholesalers and distributors and then those goods are supplied to retail stores so that consumers could purchase them for the purpose of consumption is known as the activity of business to business type of business model (Veit, et. al., 2014).

This report will focus over making comparison between two financial accounting services’ companies i.e. Maddison Accounting Services and CB Accounting. Both the companies are engaged in providing accounting and financial services to the consumers as well as to businesses. Maddison Accounting services and CB Accounting believe in taking roles for fulfilling their client’s needs in terms of taxation and accounting needs.

Every consumer requires to fill return for their income, thus, both these companies provides appropriate services to the consumers in relation with managing their income by providing financial advices to its consumers. 

Maddison Accounting Services (MSA) performs their business activities using both the business models i.e. B2C and B2B. In relevance with B2B model, company provide its services to businesses in relation with fulfilling the requirements for starting up a business, registration regarding tax purposes, Non-profit organizations, activity statement, etc. Apart from this, it renders financial and accounting services to consumers which is included in the B2C business model as there is no third party involved in this process.

MSA provides various services such as tax returns, financial advices, etc. to consumer over internet. It is one of the largest online accounting and financial services providing firm in Australian market and with huge service offering, organization target audience is also both consumers as well as businesses. Company offers taxation, accounting, taxation, bookkeeping, self-managed super fund (SMSF), etc. services to vendors, manufacturers and businesses. This idea has made consumer’s lives easier and effective as they could get financial services from anywhere over internet. In comparison with traditional accounting system, MSA’s services are unique as well as effective because clients could book as well as get services as per their requirements.

CB Accounting

MSA believes in team work and provide appropriate solutions for consumer’s queries irrespective to their interest. Organization prepares income tax returns for individuals, partnership firms, and for businesses. Apart from this, organization also provides appropriate services in relation with the advices on financial, investment, taxation and related matters. Organization believes in team work and team work means when a client comes with a query or requirement of a service, the same person will deal the client in future also in order to build effective customer relations. MSA provides assurance to its clients in relation with the financial and accounting services. These services help the business men to focus over their activities rather concerning about accounting services because MSA has expertise and professionals who could better take care for these types of services.

MSA’s website is relevant as per their services and user could get all information on their website, thus, their website shows appropriate information to the users. Apart from this, website of MSA has been designed in a systematic manner through which people could select as per their requirement with an ease from number of service offerings. Before introduction of e-commerce platform, people used to go to physical markets for purchasing products and consuming services and for every unique product and services; they were required to visit different retail stores. But after effect of e-commerce, people could purchase every product as well as services over internet. From ordering food to accounting services, consumers could avail any type of service and products and services from anywhere over internet (Zhang, et. al., 2011).

CB Accounting is another e-commerce accounting and financial services rendering Australian company and company provides numerous services over internet to both individuals as well as to businesses. It is platform for people and businesses to avail services such as taxation, accounting, and mortgage broking services. Company has professional and qualified Public Practice License holders, registered tax agents and registered mortgage brokers. This provides an assurance to the clients in relevance with sharing confidential information. Main aim of the organization is to provide qualitative services to its clients and that too at affordable rates. In relevance with this, organization approaches its target audience through trending promotional and marketing strategies.

Their website is effective enough to gain information regarding company’s operations as well as in relation with the organizational functionalities. Clients could avail taxation, accounting services mortgage broking and various other services. On their website, client could take information regarding the packages information of their rendered services. Apart from this, their other services includes, insurance referral services which includes public liability, income protection and work cover types of services.  

MSA’s primary goals:

  • Fulfilling consumer’s demands
  • Customer satisfaction by enhancing customer experience with organization
  • Providing relevant service offerings as per client’s requirements
  • Enhancing reachability in the target market
  • Enhancing market share (Lo & Gordon Lam, 2015).
  • Developing and enhancing reliability amongst the target audience
  • Developing customer relations
  • Enhancing revenues and profitability

CB Accounting Services’ primary goals:

  • Enhancing clients’ experience by providing appropriate platform in relevance with the requirement
  • Fulfilling customer’s demands
  • Providing appropriate customer support
  • Enhancing market share, growth and development
  • Increasing sales and profitability (Terzi, 2016).
  • Acquiring leading position in the market

1

2

3

4

5

Very Poor

Poor

Inapplicable/Average

Good

Very Good

Following table will showcase the reviews and feedbacks from customers over Amazon’s and eBay’ services and products on the basis of above table’s grades:

Sr. No.

Attributes

MSA

CB Accounting

Comments

1.

How does the website URL relate to the business name?

5

5

Both companies’ website URL and business name are same.

2.

How easily is the website found using general internet search engines (e.g. Google, Ask, AltaVista, Bing, Yahoo!)?

5

5

Both companies are easily searched through any search engine.

3.

Does the website give me all the organisational information a user could reasonably require?

4

3

Every customer is unique and every unique customer’s requirements are unique. Thus, fulfilling every customer’s every requirement is bit difficult, still both companies try to match up with the customer’s requirements by providing various options to its target audience (Turban, et. al., 2015).   

4.

Are requirements to provide a user’s (personal or sensitive) information appropriate?

5

4

Relevant measures have been adopted by both companies to provide appropriate information (Ong & David Teh, 2016).

5.

How well does the website reassure users about the security and use of their information?

5

3

MSA provides appropriate security and safety to its user’s data while CB Accounting’s measures are bit weak (Conger, Jane & Rev, 2017).

6.

How well does the website foster user trust in the organisation?

5

3

As MSA served both  in individual as well as businesses with numerous services in relation with financial and accounting, it has built reliability amongst the target audience. While CB Accounting also deals in same types of services and both have developed its effective image in the target market.

7.

How well does the website address legal issues associated with use of the website or engagement in

transactions?

5

5

Both the companies have clearly mentioned their legal policies over their websites in legal section which states that if any transaction is being made for other purpose rather consumption of services, organization has full right to take strict legal actions against the users and also have the right to close the user’s account (Penttinen, 2015).

8.

How well does the website provide for the accessibility needs of users?

5

5

User id and password is asked in both websites from customers.

9.

How well does the website address the language or cultural needs of users?

1

1

There are no language options available in both websites.

10.

Does the website contain all the product information that a user could reasonably require?

5

5

Both websites offer appropriate information as per their service offerings.

11.

Does the website allow all the customisation (user-managed features) that a user could reasonably expect?

5

5

Yes and for this, clients are required to share their requirement with the customer representative of the organization.

12.

How well does the website personalise the experience for users?

5

5

Appropriate measures have been adopted by both the sites so that consumer’s experience could be enhanced with the organization.

13.

Does the website identify sufficient channels for user service/support?

5

5

Yes, both the companies provide sufficient channels to contact the customer service.

14.

How easy is it to find any information on the website about the organisation, their products or services?

5

5

Both the sites provides clear information about their services.

15.

How easy is the information on the website to read (i.e. is provided information in appropriate language and with sufficient detail for most users)?

4

5

CB Accounting provides some options while MSA does not.

16.

Is the website easy to navigate (i.e. move through the website to find information, products, or services, and engage in transactions with the organisation)?

5

5

Both websites provides sufficient information to its users to navigate other window while accessing organizational website (Wirtz, et. al., 2016).

17.

How appropriate are the website aesthetics (e.g. use of layout, colours, imagery, fonts, etc) for the target audience?

5

5

MSA’s and CB Accounting’s timelines are dynamic which helps them to attract target audience.

18.

How well does the website foster community among users?

5

5

Both websites have option to share views and feedbacks regarding services and offered by organization. These reviews influence future consumers.

19.

How quickly does the website load into your browser and do all website features, links and embedded objects (eg: media files or applets) work as intended?

5

5

Maximum in 3 seconds and rest depends upon internet speed.

20.

How well does the website support different web-browsers or platforms (e.g. mobile devices)?

5

4

CB Accounting’s website takes longer time in comparison to MSA’s website to load in other browsers.

21.

Does the website provide a sufficient range of payment options as could be reasonably expected?

5

4

Before payment, both the companies confirms and ask clients regarding their requirement and accepts payment in digital as well as offline modes.

22.

Does the website provide a sufficient range of delivery options as could be reasonably expected?

5

5

Yes, both companies render services as per customer’s requirements.

MSA is more reliable, effective as well approachable amongst the target audience across the Australian market. With its unique promotional and advertisement strategies, organization has gained an effective image in the competitive business environment of e-commerce industry. MSA’s website is capable enough to fulfil consumer’s demand in terms of accounting and financial services to both individuals as well as to business enterprises. Thus, it could be said that MSA is more successful that CB Accounting because, target group of MSA is wide and vast in comparison to the CB Accounting and in terms of service offerings and market area covered also; MSA has developed its effective image as in comparison to CB Accounting in e-commerce industry.

References

Conger, Amanda, Jane Peterson, and Rev Jay Wolin. "Mission and vision." (2017).

Fleisch, Elgar, Markus Weinberger, and Felix Wortmann. "Business models and the internet of things." In Interoperability and Open-Source Solutions for the Internet of Things, pp. 6-10. Springer, Cham, 2015.

Lo, Winnie, and Gordon Lam. "E-commerce business models." Management Theories and Business Models (2015).

Ong, Chin Eang, and David Teh. "Redress procedures expected by consumers during a business-to-consumer e-commerce dispute." Electronic Commerce Research and Applications 17 (2016): 150-160.

Penttinen, Jukka. "Ecommerce drivers and marketing partnerships in successful export marketing of Finnish born globals." (2015).

Terzi, Nuray. "The impact of e-commerce on international trade and employment." In Encyclopedia of E-Commerce Development, Implementation, and Management, pp. 2271-2287. IGI Global, 2016.

Turban, Efraim, David King, Jae Kyu Lee, Ting-Peng Liang, and Deborrah C. Turban. "Business-to-business E-commerce." In Electronic Commerce, pp. 161-207. Springer, Cham, 2015.

Veit, Daniel, Eric Clemons, Alexander Benlian, Peter Buxmann, Thomas Hess, Dennis Kundisch, Jan Marco Leimeister, Peter Loos, and Martin Spann. "Business models." Business & Information Systems Engineering 6, no. 1 (2014): 45-53.

Wirtz, Bernd W., Adriano Pistoia, Sebastian Ullrich, and Vincent Göttel. "Business models: Origin, development and future research perspectives." Long Range Planning 49, no. 1 (2016): 36-54.

Zhang, Yixiang, Yulin Fang, Kwok-Kee Wei, Elaine Ramsey, Patrick McCole, and Huaping Chen. "Repurchase intention in B2C e-commerce—A relationship quality perspective." Information & Management 48, no. 6 (2011): 192-200.

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