The competitive advantage is the advantage taken by one company over another (its competitors) by using its unique strategies. This report analyzes two key ideas or strategies and analyzes their benefits for organizations such as Woolworths and Dell. Along with this, it discusses that how these two organizations applies these ideas in their operation.
Today, people are mostly engaged in the internet and they would most like to shop products and services online. The ecommerce service is being preferred among the customers as it provides them with a great convenience in purchasing products or services. The ecommerce facility provides customers with ease of purchasing goods and services with minimum time. It helps the customers in doing away of traveling for shopping. The ecommerce provides a platform to connect to world and without facing any barrier (Network Solution, 2014). The ecommerce is very unique innovation in the world that has caused the revolution in the markets, industry, and organization. However, the ecommerce has brought great revolution in retail sector that has changed the way of business of retail organizations. Thus, the ecommerce service provides the organization with opportunities in form of lower cost and process improvement, development of new products and services, development of relationship with customers by new sales channels, and others (Augusto et al, 2012). The ecommerce service is possible only through internet. The customers must have to use the internet for accessing the ecommerce site of the organizations for buying products or services. Along with this, today e-commerce has relieved the organization from the reliance on wholesalers as the customers can direct access to the online store of the organization wherefrom the products or services can be directly delivered to the customers. This helps in achieving cost competitive advantage (Oracle Institute, 2017). The ecommerce helps in determining marketing mix of the organization. E-commerce facility lower the price for products, that leads the pricing advantage to company. At the same time, companies can have large range of products and services. Consumers can easily access to the information about large range of products or services of organization.
Woolworth is an Australian super market that is using ecommerce platform for selling products and services. Woolworth is chosen by the people who demand quality, convenience, innovation, and options. Woolworths involves innovative items and services in its business process. Woolworths is known for quality brand experience. Woolworths has become able to respond the changing desire of the shoppers and customers through ecommerce platform. It is accessible through all the devices (Mirum, 2017). Woolworths Ltd. has enjoyed good customer experience with online store more than offline store. The website gave sharable experience to company with around 900 mentions on social media such as Facebook and Twitter. The online retailing propped Woolworths when it was staggered due to the great recession period of 2008. Around 800 stores of Woolworth were shut down due to recession. Company had to adopt retrenchment of HR. The online retailing gave a continuity of business that was greatly influenced by the recession. Thus, online retail store gave continuity in the operation. The most advantage of online retail store to Woolworth is cost efficiency (Govender, 2016). The online retailing has been proved as more economic and efficient way of operation over street stores. The organization can develop an ecommerce website where the customer can access. The site should be based on the customization approach so that customer can select the products based on their choice. For online business, it may be better for the organization going with niche marketing strategy. There should be online payment system where the customers can pay for products (Network Solution, 2014). And the payment should be linked to the account of company so that it can be transferred to company account easily.
The business model of any organization determines its success. The changes in the business model according to dynamic environment are necessary for sustainable growth of the organization. Innovation is required for keep the organization aligned with environmental factors as mismatch may create serious challenges against company. Nokia can be taken as a perfect example in this situation because Nokia did not reinvented its business model that led it to be extinct. Every organization has similar resources however it is only the business model that differentiates them from each other (HSGUniStGallen, 2013). Change in business model does not mean the change in the whole organization but it may be in the form of way of operation, restructuring of process, and reengineering of some activities for ensuring better operation of the organization. The impact of change should be assessed effectively before implementation of the changes to avoid the bad consequences of alteration. The result of changes may be unfavorable but later on it should be taken as long term strategy as it provides fruits in long run (Kaplan, 2012).
Dell is an IT MNC that enjoys large market share in global market. It was found in USA. Dell has limited product lines. There is not large range of products with Dell as it focuses on niche marketing. Dell has its stores in Australia as well. Personal computers, printers, software and other accessories are the basic products of Dell (Dell, 2016). Dell had reinvented its business model where customers can directly access and order for products and services. Dell always tries to maintain the quality of products and services as timely delivery of products and services. Dell is known for its innovation in its process, products and services, and supply chain as well. There are various supply models of Dell across the globe. Therefore, in one supply model, Dell sells out its products and services through its own stores and other retailer (Dell, 2016). Along with this, the second model is based on the order of the customer as in this model products are produced after getting order from customers. Under this model, there is great customization because Dell first receives the order with specification then produce the products according to those specification or requirements. With this model, Dell enjoys a huge profit as there is direct contact of company with customers. It also helps Dell in establishing good relation with customers (Afuah, 2014). Therefore, it can be said that the innovative business model of Dell increases the performance and productivity of the organization with assurance of satisfied customers with products and services of company.
From above report, it can be summarized that ecommerce is the key idea to Woolworths that led towards success. The online retailing made the Woolworth good customer experience. Furthermore, continuous innovation in business model is required to ensure the sustainable development. Dell is the organization timely reinvents its business model to ensure the quality of products and services.
HSGUniStGallen (2013) [Online]. Business model innovation [Online]. Available at: https://www.youtube.com/watch?v=B4ZSGQW0UMI (Accessed: 23 April 2017).
Afuah, A. (2014) Business Model Innovation: Concepts, Analysis, and Cases. UK: Routledge.
Dell (2016) [Online]. Company Information [Online]. Available at: https://www.dell.com/learn/in/en/incorp1/about-dell (Accessed: 23 April 2017).
Augusto, R., Lima, N., Penedo, A., Oliveira, M., and Oliveira, S. (2012) Competitive Advantages: the E-commerce as a Strategy for Competitiveness in the Retail Market. International Journal of Engineering Research and Development, Volume 5, Issue 1, PP. 60-66.
Oracle Institute, (2017) Five reasons why ecommerce provides a competitive edge for WD companies [Online]. Available at: https://www.netsuiteblogs.com/five-reasons-why-ecommerce-provides-a-competitive-edge-for-wd-companies (Accessed: 23 April 2017).
Network Solution (2014) What is ecommerce [Online]. Available at: https://www.networksolutions.com/education/what-is-ecommerce/ (Accessed: 23 April 2017).
Mirum (2017) Woolworth online e-commerce experience [Online]. Available at: https://www.mirumagency.com/work/woolworths-online-e-commerce-experience (Accessed: 23 April 2017).
Govender, P. (2016) Woolworths Strengthens e-Commerce Position [Online]. Available at: https://www.powerretail.com.au/news/woolworths-australia-post-partnership/ (Accessed: 23 April 2017).
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