This assignment requires you to demonstrate the knowledge and skills you have acquired throughout the course of this module by producing a 4,000 word, fully referenced, academic report that addresses the tasks given below. In order to complete the assignment, you will need to choose an industry sector and an appropriate organisation within it to research.
Choosing an appropriate organisation
During the COVID-19 crisis many e-commerce companies have thrived as more people shifted to online shopping to avoid physical trips to traditional retail stores. This trend is confirmed by research figures that indicate consumers have been spending on average 10-30% more online.
Step 1: select an industry sector that you are interested in from the following list: Entertainment and Music, Fashion, Fitness and Health, Food and Drink, Medical, Publishing and Media or Technology.
Step 2: select a business within your chosen sector that had an existing e-commerce presence prior to the pandemic and which has flourished during the pandemic. A feature of this sort of business is that it:
• Already had an e-commerce presence prior to the COVID-19 pandemic.
• Grew its customer base and/or revenues during the pandemic.
• Achieved this growth as a result of taking advantage of new opportunities or developing new e-commerce business models.
• Can be either an “e-commerce only†business or a “multi-channel†business.
Researching your organisation
You can use web resources to enable you to understand the context in which your selected organisation operates.
Do not limit yourself, however, to web-based sources of information. You should also use academic, industry and other sources.
Instructions
Answer all SIX (6) questions.
Task 1
Undertake a SWOT and PESTLE analysis on your chosen organisation and use the
results to analyse the main e-commerce related opportunities and challenges it has faced
as a result of the COVID-19 pandemic and evaluate how successfully it has addressed
these.
Task 2.
Evaluate how the organisation has adapted its overall digital marketing activities in order
to attract new customers and retain existing customers and identify TWO (2) specific
digital marketing initiatives that have been particularly successful, giving the reasons for
your choice. Explain how these digital marketing activities have been used to support the
unique selling point (USP) of the organisation.
Task 3 –
Examine how the growth in sales and/or customer base has posed supply chain
challenges for your chosen organisation and the ways in which it has sought to overcome
these challenges in order to provide high levels of service and fulfilment.
Task 4
Using your research, identify TWO (2) social media channels that the organisation uses to
help develop its online communities. Explain the reasons why each of these TWO (2)
channels have been selected and the benefits they provide in terms of achieving
enhanced communication and interaction with these communities.
Task 5 –
Identify whether the organisation’s e-commerce site has an SSL (Secure Sockets Layer)
certificate AND if its payment systems are PCI DSS (Payment Card Industry Data Security
Standard) compliant. Define the key characteristics of both features and discuss how they
can help customers to have confidence in the security of the e-commerce site.
Task 6.
a) Evaluate the ways in which the organisation has sought to develop and use its
brand as an important element of its overall e-commerce strategy during the
pandemic.
b) Using your research, identify and briefly describe TWO (2) features of the e-
commerce site that you believe are particular strengths in terms of meeting the
needs and expectations of the site’s target audience(s), detailing the reasons for your choice.
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