Critical Analysis of a Multinational Organisation's E-Business Strategy

Learning outcomes and pass attainment level:

1.Analyse and classify an organisation’s current e-business strategy, identifying their strengths and weaknesses relative to those of their direct competitors.

2.Choose effective e-business strategies for the delivery of products and services to increase market share and sustainability.

3.Compile and elaborate understanding of concepts, theories, frameworks and principles for e-commerce and e-business and their competent use.

This module is a coursework assessment. You must achieve overall 40% or more to pass. Under the Standard University Assessment Regulations (SUAR5) students have two opportunities to be assessed and to pass this module.  If a student has not achieved a pass in this module after the resit, no further opportunities are available and the student will be withdraw from the course.

Where a student submits first attempt at an assessment up to two hours after the published deadline the mark that will be awarded will be reduced by 10%.

Where a student submits first attempt at an assessment between two hours and 5 working days after the published deadline the maximum mark available will be 40%.

Work submitted more than 5 working days after the published deadline will not be marked and the student will be deemed to have failed an attempt at the assessment.

For a multinational organisation, of your choice, carry out a critical analysis of their current E-Business strategy:

·An analysis of how the impact of digital technology has impacted on your chosen business

·An evaluation of the concepts of disintermediation and reintermediation within the industry your company operates; what are the implications for your company operating in this industry, for instance, on their value chain?

·A discussion and recommendation(s) on how the use of social media and social commerce can assist your chosen organisation in reaching their objectives, in future.

Overview of the selected firm (brief) – with respect to their online/offline activities

·What is the firm’s business model – consider the Business model canvas (see week 2 Lecture notes)

·B2C; B2B; etc.?

·Generic Business Strategy of your firm?

An analysis of how the impact of digital technology has impacted on your chosen business

Points to consider for this section:

·Identify the different elements of an organisation’s macro-environment that impact on an organisation’s e- business and e-marketing strategy Examples of theories, frameworks to consider

·Demand for digital services from customers

·Understanding the barriers and enablers to consumer adoption The McKinsey 7S model Consider

·Impact of legal, privacy and ethical constraints or opportunities on a company PESTL factors should be reviewed Competitors

Porter’s 5 Forces?

Tip: From the marketing mix, Place – refers to disintermediation and reintermediation. In particular, use of new intermediaries to promote and sell products.

3.0 An evaluation of the concepts of disintermediation and reintermediation within the industry your company operates; etc.

Points to consider for this section:

Define key concepts - reintermediation and disintermediation

Are existing players, in the industry, making use of the new intermediaries to promote their services through advertising?

·Consider vertical integration and virtual integration

What is the consequence(s) of companies, particularly your selected company, simultaneously following a disintermediation and reintermediation strategy?

·Porter’s Value Chain (e-Value chain?)

·e-Supply Chain Management?

·Impact on the company’s generic strategy/business model? [Refer to 1.1]

Recommendations & Discussion - how the use of social media and social commerce can assist your chosen organisation in reaching their objectives

·Review the scope of social media here

·Consider the Customer Life Cycle and RACE marketing value framework

-Ensure that you use relevant academic theories, frameworks and models to support your discussion throughout the report.

-You may include appendices citing relevant data, images, samples, etc. provided you refer to them directly in your report brief.

-The writing style is important.  You must show a good research trail.  Consult many sources and give precise references.