After I browser on Tesco’s website, I find the design of the website are successful. In the front page have their big offer in the week, and the shopping toolbar are convenient for e-shopping. And the selling condition and products detail are show clearly in the website. Also the goods delivery fees are not too expensive. Overall the point above, there is quite good to do e-shopping with Tesco.
3.2 Microsoft (B2B + B2C) -
Every time you turn on computer, you are using Microsoft products. In the research, nearly 90% computers in the world are using Microsoft software. And the chairman in this company is the richer man in the world. How can this business earn this much money and have this great share of the market? And have gone on internet help this business to meet the success?
Microsoft is a click and brick combine structure company. It has the head office in California to store the database computers and the main members of computer programmers are working in there. And they sell software in the computer store. They have objectives show in their website, “improve safe computing for everyone in the world”, “work to help people and business throughout the world realize their full potential” and “to help foster learning at every age”.
It is a B2B company, because of nearly each of the computer producers will buy Windows software from Microsoft to fit in the computers before sales. Also they have design special software and programme services for the business show on the website. This let their website can help them to achieve the objective “work to help people and business throughout the world realize their full potential”.
In B2C side, about 7 years before, the products selling of Microsoft are put software in the computer store like PC world to selling to the community customers. Because of that time the internet technology have not developed like nowadays, many customers haven’t got internet at home. But now you can purchase the software on line by download the software on the website of Microsoft, and pay by card. You still find the software sell in computer stores, but not much and the price will be more expensive. Because of software selling in the store need more cost for the sales. So their website helps them to sell the goods in low price and the customers can get software more convenient. Also Microsoft designs some very useful software for the education like Word, Excel, and PowerPoint etc. That software can buy in their site. It also has instruction and user guard show on their website to teach people to use. This can achieve the objective “to help foster learning at every age”.
When you get some bugs or virus in your computer, Window will bring you to their website. And the site will teach you how to do. So their website helps them to achieve “improve safe computing for everyone in the world”
3.3 Dell (B2B + B2C) –
Dell is a worldwide computer company in click-and-mortar structure. They just sell computer on line in lower price than other computer company in store. They have objectives, “to have annual revenue to $60 billion send of 2007”, “Global growth”, and “Product leadership”.
Because their computers and laptops just sell on line, so their price are lower than other computer companies because of the sale cost are low. Also they do special offer when buying numbers of computer from them, many companies and education organizations purchase computers from them. So their sales are higher, and this can help them to achieve the objective “to have annual revenue to $60 billion send of 2007”.
Also anyone in the world can browser the website, than everyone in the world can purchase computers from them thought the internet. The website helps to growth in the global easier. Because they create one more website in different language, then they can sell computers to one more country. This easier than other computer company by they need to find store to display and sell the computers.
Because of Dell have the website, they can wide the careers sources to help them to develop the computer. Also the cost of sales is lower, they can use that amount of money to develop the product. This help them to achieve the objective “Product leadership”.
3.4 Yahoo (search engine) B2B+B2C-
Yahoo is a search engine in the internet. It let you type in the key word and search the website you want for you. They earn money from have the advertising on the site. Each time you go on the site, they are earning money. They are click-to-mortar company. They have objective “to provide most efficient and effective marketing services for the business” and “end to end internet marketing solutions for advertiser”.
In the yahoo, are not like other traditional search engine, they also provide services like chartrooms, games, news, e-mail etc. to attract more people to browse their site. More people browse on the site that is more people to see the advertising. That let them to achieve the objectives “end to end internet marketing solutions for advertiser”.
Yahoo has the services for people open the e-shop on internet. They provide the web space for company website, and advertising on the yahoo website. And if company support yahoo website operation cost, their company will display on the top of the search result. These help yahoo to achieve the objective “to provide most efficient and effective marketing services for the business”. Because of the operation website cost is less, put advertising on yahoo the fee is less, and many companies choose to put advertising on yahoo install the other ways.
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WH Smith (B2C) –
WH Smith is a click and brick combine company. They mainly sell books and stationary. And I find the objectives show on their website, “Fill 50 % of the store manager vacancies in our high street stores with internal candidates”, and “keep the customer at the heart of all that we do”.
In WH Smith website have the career page which shows the vacancies. People can browse and apply the job vacancies thought WH Smith website. That they can wide the career market and the candidates can get the job easier. That helps to achieve their aim “Fill 50 % of the store manager vacancies in our high street stores with internal candidates”.
Books are ideal for e-shopping. Because the customers are able to read a short review and see the price or other relevant detail to make a decision to buy. Also books are easy to delivery. And the lifestyle are change, many people prefer do e-shopping at home rather than go to the shop. So WHSmith create a website to convenient the customers can help them to achieve the objective “keep the customer at the heart of all that we do”.
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Easy-jet (B2C) –
Easy-jet is a company provides flight services flying the Europe route. Their flight tickets are sale in low price, because of they minimum the cost of flight services, like there is no meal provides in the flight. In their website, I find the mission statement of them, “To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes”.
Because of easy-jet are aim to provide low price services, if they have stores in high street, that will cost more. So website is very effective for low cost business like easy-jet. So this helps them achieve objective “fares appealing to leisure and business markets on a range of European routes”.
- Summary
After looking at 6 case studies on above, they show business can give benefit for: lower the cost of sale, gain more customers by follow their lifestyle change, wider the career and customer market. So this show business online is feasible.
4.0 The impact of customer of business online
Internet has help business to reduce the cost and it also impact customer choices and price. I will go thought the detail below with the example of Easy-jet, see how can their online presence can impact the customers.
4.1 Impact of choices
Nowadays, customer can get variety of services or product information at a click of mouse. For example of the flight services, before we need to go to the airline company or travel agent to buy the flight tickle, but now, we can buy the tickle on the internet at home. Because the main airline companies have their website, like easy-jet, Cathy Pacific, British airways etc. Internet wide your choices, because it wide the supplier network. You can choose the airline in the worldwide not only the airline companies in your country. Another benefit is your can see the detail before you make a decision to buy. When you buying the flight tickle with the travel agent, you able to ask the salesperson to give you detail of various flight services, the offer and the prices. But you will have little time to make the decision to choose which airline. On internet, you have a lot of time to go thought the detail and compare the services, like the different airlines, prices and method of paying, other users’ view of the airlines etc.
Actually buying produce and services online is so simple and can be a speedy process. Mainly you need to prepare your credit card with you. For example on easy-jet, you can enter their website and type in how many people, start place, destination and the date you want to fly and back, and click the “show flight” bottom. Then the screen will show the flight which can be taken, the price, day and time. And you choose the flight want to go on and click “next step”. Then it will show the detail of the fight also with the extra services like rent car at airport, travel insurance and the extra charge. If you are a new customer, you need to register yourself, it need to enter your personal detail like address, your name appear in the photo you will fly with and the credit detail. Then you are finish the process and you can go to the airport to get the e-tickle on the easy jet information desk. It is more convenient than go to the travel agent to book the tickle.
4.2 Impact of the price
Online businesses provide opportunities for lower prices because of lower cost of sales. This let customers can buy the products and services in lower price. If we compare the price of products sell online will lower than the product sell in high street, because it limit the cost like rent, staffs salaries and cost of promotion in the store etc. Like easy-jet which aim to provide low price services, online can help them to limit many costs. For example, as I did the case study about yahoo, the website for advertising, it cost much less than the other promotion agent. And online let easy-jet don’t need to recruit so much people, they just need to set a call center to answer the customer question and arrange the flight services, or may be recruit some IT managers to manage the website. Also they don’t need to rent a store in the big cities to sell the tickle which cost much. So overall online let easy-jet limit more cost, that let customers buy in lower price.
5.0 How can e-business achieve the aim and objective by attract customers interest
After did the case studies and research above, I summaries the business and customers respective on e-business.
5.1 Business respective:
- Lower the cost of sale- like rent, salaries, cost of promotion etc.
- gain more customers by follow their lifestyle change- e-shopping going popular in the world, many people prefer shopping in this way
- Wide the customer market to worldwide- because when you put the website online, the whole people can browser on the site and know your company appear
- Wide the careers market- can recruit people online, that save the time and more people to apply for the job, that you get the right staffs easier.
- Flexibility of the location- then you can just set a call center to answers customers question, don’t to actually to rent a store in high street.
5.2 Customer respective:
- Wide the choices- you can get several of information and product by a click of mouse. Also you can go thought all the products detail before you make the decision to buy
- Lower price to buy- because the supplier have lower cost, you can get the products in lower price
- More convenient- you can buy the goods by enter by the card detail, also the good will delivery to your home directly.
- Flexibility of the location- You can shopping in anywhere even at home
5.3 attracting customer interest to meet the aim
A well design website will attract the customer’s attention to browser. When more people to browser the site makes the company to achieve the aim easier. So, well design of website is so important. But what mean of well design of website for e-shopping, it show below:
- With picture and colorful- there was an old word said “a picture can present thousand word”, Picture in the site make your customers feel more comfortable may want to stay longer
- Services or product with clearly description- With clear description make customers e-shopping easier.
- Protect their data (like card data)- let the customers feel relieve to shopping on your site will make they come back later
- Continue update the website- If the customers every time go to your company site are seeing the same thing, they will feel bored and don’t come back to shop with you again. So the website needs to update continually.
On above case studies have got 2 companies have well design website that achieve those point above. They are tesco and yahoo.
5.3.1 Tesco
In the Tesco website they continue update the special offer at the front page and show the products of them for special festival like Christmas and even Chinese New Year, which give the idea for the customer to shopping. And they give the clear and detail description of the products. Their website is with picture and some java page, which attract customer interest to stay. And when you log in to your account to shopping, that will appear safety and security notice, which mean they keep your data safe.
5.3.2 Yahoo
Yahoo is search engine and earn from advertising. They get more people to see their customers advertising by provide more services like free e-mail account, game, music and news. They continue to update the services to make sure people have interest to visit the site. They different from other search engine, when the customer website show on the search result, it will have the description, unlike Google just show the name and some word from the website. Also the website with many picture and many page are done in java. Also it keeps security when you log in to the email and other services.
6.0 Conclusion
Overall those e-business have done very well design website to attract people interest to visit, let them to achieve them aim and objectives.
After did the research that show business online is feasible. Because of it benefit the suppliers and also the customers.