E-Business Strategy | Assignment Help
Executive Summary
Fresh Works, the organic supermarket, carries a good business in Australia. Having 5 outlets, they face some serious problems from both inside and outside the company from competitors. With comprehensive pricing and product line extension strategy, competitors are making efforts and with leakage/insecurity of inventory and cash, Fresh Works is looking for solutions. As is discussed in the report the identification of problems, IT infrastructure and lack of marketing and e-business strategy are the main sources of downfall. For fulfilling the long term goals and objectives of the company, different solutions and recommendations are proposed. Proposed e-business strategies for Fresh Works include cloud computing, web portals for customer interaction, centralized data base and other technical approaches to overcome the obstacles. For permanent solution, company has to involve cloud computing with modernized web portals for the business. It would help out keeping a check and balance of all the measures. Fresh Works may see it as a little expensive in the beginning, but it will resolve the current problems forever. Search engine optimization and use of social media is viewed as marketing strategy for the rising organic supermarket, both in terms of building customer relationship and marketing. Value delivery process will also be fulfilled once all the required strategies are implemented. Planning and market analysis before implementation is fairly necessary, as risk factor will get minimized. At the end, Fresh Works should bring all the members of the board and the employees on a single platform of vision while implementing these strategies; this would eventually bring success and goodwill to the market as Super Organic Supermarket. Avail E business marketing strategies Assignment Help by Top Writers based in Australia.
Introduction
While working on this project I came across a lot of different things that I wasn’t aware of before. I was also able to arrange few meetings with few concerned persons from whom I was able to retrieve good amount of information, which was later put in and significant data and knowledge is being shared in this report. I undertook the research, which I personally believe was a bit tough and required a lot of effort, but at the end I was able to generate enough amount of data and different point of views that are summarized in this document.
This report covers business profile and importance of e business strategy/plan for Fresh Works organic supermarket. The report contains a complete business solution and marketing prospect of Fresh Works as to how they can achieve their goals and targets. Problems are identified after thorough study and recommendations, in the shadows of benefits, costs and limitations, are provided and suggested.
Company Profile:
Fresh Works is an Australian based organic supermarket company. Fresh Works provides fresh vegetables, fruits and other organic baked and packaged goods. It caters a niche market, taking care of the needs of organic products among the local population. It fulfills the demand through 5 different outlets across Melbourne and Geelong. Contrary to the fact that it is enjoying a good profit through this market segment, it is facing a stiff competition from its competitors due to various reasons.
With independent computer inventory system at stores, inventory and cash flow of the company are handled. Demand and supply analysis is based on the numbers of inventory inflow and outflow, while cash flow, profit or loss is judged through this basic computer inventory system.
The Company is marketing itself through a very generic/traditional marketing strategy; what you see is what you get. The Company has no clear understanding of its current and proposed market, as it has not studied and recognized its consumer behavior and their problems. With a growing threat from the competitors in price, place and advertisement, the company is relishing a drastic change in terms of overhauling its market position. Fresh Works is looking forward to communicate more with its customers and transform all the product related information.
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Company’s Goals
Fresh Works’ goals are very clear and descriptive. These goals are written below:
- Ensuring the health and safety of people is the sublime priority of the business
- With the motive of serving people with organic goods, the company is looking to expand business largely
- Fresh Works wants to become consumer friendly, where Fresh Works can fulfill the desires and wants of the consumers
- 1 is the rank that the company wants to see itself at in the long run, both in terms of profitability and goodwill
- Bringing innovative changes for the overall betterment of the company
Problems Identified
Problems identified in the business are described below:
- There is no market and consumer survey through which the market situation and consumer preferences can be detected
- In the attention economy, the company does not have any website or any other way of online communication with its customers
- There is no online or other feedback forum, so the company cannot be aware of the problems consumers are facing or their wishes to upgrade the supermarket accordingly
- There is no supply chain management
- Company is lacking a competitive edge or POD
- There is no centralized database for the check and balance and this is leading to most of the problems
- IT system is severely lacking; with the modernization in place, IT infrastructure is a mandatory
Proposed Solution
IT has been a revolution in the 21st century, as it has evolved more and more with the passage of time. Now, it’s part of everything we do; we are surrounded by machines intelligence as well as robots, who can replicate humans’ work much more efficiently and at times, less costly as well. As more consumers are buying online every day, it is evident that the problem has always been with viable e-business models and not the concepts. Fresh Works Company is currently struggling with the account and balance, the misplacing of the products; in short, they are lacking a bit of organization; they are working hard but on a wrong path (Grover, 2007).
The business strategy of Fresh Works needs to gain consumers’ attention. Online business has multiple advantages and if worked through properly can prove to be a huge success; sites like ebay.com and olx.com are examples to be considered. Fresh Works needs to get its home website up and running as soon as possible. They should put SEO (search engine optimization) at the top priority; whenever anyone searches organic food, they should be the first one to provide the solution. This will attract a larger consumer base and will eventually lead Fresh Works to start working globally as a brand. (Martin & Kim, 2011)
