This assignment analyses the e-business FurnitureExpress in regard to its product features, branding and usage of social media. FurnitureExpress is scrutinised with the help of common theories and practical online trends as well in order to reveal weaknesses. Findings are interlinked and backed up and precise recommendations are given. FunitureExpress is an e-business that is sufficient but has to adapt modern tools of product presentation, brand enrichment, communication and loyalty creating possibilities with the help of new media.
Table of Contents
1. Executive Summary
2. Introduction
3. Methodology
4. Findings
4.1. Structure, design and underlying concept of the website
4.1.1. Structure and underlying concept
4.1.2. Design of the website
4.2. The “product” of the marketing mix under scrutiny
4.3. Social media and networking as success drivers
4.4. Branding analysis
5. Conclusion
6. Recommendation
7. References
7.1. Books
7.2. World Wide Web
7.3. Journals and Articles
Objectives and Topics
This academic assignment aims to evaluate the e-business performance of the online furniture retailer FurnitureExpressions (FE). By applying established electronic commerce theories and modern digital marketing trends, the study identifies current operational weaknesses and proposes strategic improvements to enhance user experience, branding, and customer engagement.
- Analysis of website architecture, navigation structure, and usability design.
- Evaluation of product presentation techniques and strategies for risk reduction.
- Examination of social media integration as a driver for customer loyalty and community building.
- Strategic branding analysis focused on competitive positioning and digital brand identity.
Excerpt from the Book
4.1.1. Structure and underlying concept
The key element holding the underlying concept of a website is the structure revealed by the navigation. The navigation is determined by the amount of content the site has to allocate (Potts, 2007). According to Potts this structure can be described with a hierarchical diagram that displays the information of the website in a top-down structure and gives an insight into the depth of a website. In general there are two main basic structures according to Jacobsen et al (1994): a narrow and deep scheme and a shallow and broad structure. The narrow and deep scheme is focussed in depth of a website. The profound content is hidden which on the one hand makes a website clear arranged. On the other hand the visitor normally needs more clicks to get the desired information but the site is normally less cluttered (Jacobsen et al, 1994 and C. Dennis, T. Fench and B. Merrilees, 2004). FE has got a wide product range and therefore a lot information to communicate. Therefore it is reasonable that the FE website has a more narrow and deep scheme. The depth is more distinctive than the width but the structure is balanced. Visitors can get a quick and easy overview and access needed information within an acceptable adequate amount of clicks. The website is divided into two main navigations. The horizontal navigation provides general information. The vertical navigation shows the main categories of their product range. This partition provides a quick orientation. The underlying concept of the FE website and its structure is appropriate and shown in the following hierarchical diagram.
Summary of Chapters
1. Executive Summary: Provides a brief overview of the analysis, highlighting the need for FurnitureExpress to adopt modern tools for product presentation and community engagement.
2. Introduction: Contextualizes the growth of e-commerce and introduces FurnitureExpressions as the subject of this specific digital business transformation study.
3. Methodology: Details the theoretical framework and the structural approach used to analyze the website's design, product presentation, social media usage, and branding.
4. Findings: Examines the website's hierarchical structure, the marketing mix of the products, the potential of social media integration, and the effectiveness of current branding strategies.
5. Conclusion: Summarizes the key insights and concludes that FurnitureExpress must implement recommended improvements to remain competitive in the current e-business landscape.
6. Recommendation: Outlines a final strategic vision for FurnitureExpress, defining its role as an interactive, community-oriented online furniture shop.
7. References: Lists the academic books, websites, and scholarly journals cited throughout the analysis.
Keywords
E-Business, FurnitureExpressions, Web Usability, E-Commerce, Marketing Mix, Social Media, Branding, Digital Brand, Customer Loyalty, Online Retail, Website Navigation, User Experience, Data Mining, Brand Credibility, Digital Transformation.
Frequently Asked Questions
What is the primary focus of this assignment?
The work primarily focuses on an analytical evaluation of the FurnitureExpressions website, identifying areas where the business can improve its digital presence and competitiveness.
What are the central themes covered in this study?
The study covers website structure and navigation, user-centric design, the "product" element of the marketing mix, the implementation of social media strategies, and the strengthening of digital brand identity.
What is the main research goal?
The goal is to determine how FurnitureExpressions can leverage modern web technologies and Web 2.0 trends to create a more appealing and sustainable e-business model.
Which scientific methods are utilized?
The author applies several established theoretical frameworks, including Rayport and Jaworski's "7 Cs," Chaffey's e-product analysis, and Dayal et al.'s dimensions of brand promises.
What topics are discussed in the main analysis?
The main body examines the hierarchical navigation, transactional facilities, the importance of product visualization (e.g., 360-degree views), and strategies for fostering customer interaction.
Which keywords define this work?
Key terms include e-business, website usability, digital brand identity, social media integration, and customer-base brand equity.
How does the author suggest reducing purchase risk for online furniture buyers?
The author suggests implementing features such as 360-degree product views and a "furniture-fitting-test-tool" that allows users to visualize how specific items fit within their own room dimensions.
Why is social media considered a success driver for FurnitureExpressions?
Social media allows for community building, facilitating peer-to-peer interactions and word-of-mouth marketing, which strengthen the emotional bond between the brand and its customers.
What criticism does the author raise regarding the current customer review section?
The author notes that the section lacks depth, featuring only one comment without verifiable sender information, which diminishes the perceived credibility of the feedback.
- Arbeit zitieren
- Sarah Nagel (Autor:in), 2010, Analysis of the E-Business-Website of http://www.furnitureexpressions.co.uk, München, GRIN Verlag, https://www.hausarbeiten.de/document/160765
