The consultancy report on Cranvilles Department store will point out the necessary tasks to develop and implement an E-Business strategy for Cranvilles, furthermore explaining the aims and objectives that the strategy will pursue in order to make sure that the customers are able to experience a contemporary shopping experience. At the end of the report an analysis of the potential risks will be completed, in order to see if the benefits can overweigh the risks.
Table of Contents
1. EXECUTIVE SUMMARY
2. PROJECT OUTLINE
2.1 AIMS
2.2 OBJECTIVES
3. SOLUTION
3.1 WEBSITE
3.2 SOCIAL MEDIA MARKETING
3.3 INTERNAL SYSTEM
4. EFFECTS ON THE BUSINESS
5. JUSTIFICATION
6. IMPLEMENTATION PLAN
7. CONCLUSION
Project Goals and Key Themes
The primary aim of this report is to develop and propose a comprehensive e-business strategy for Cranvilles Department Store, focusing on modernizing customer interaction and improving internal operational efficiency to maintain a competitive advantage.
- Development of a user-centric e-commerce website
- Implementation of a multi-platform social media marketing strategy
- Optimization of internal administrative processes through software solutions
- Application of the SMART criteria for performance goal setting
- Strategic risk assessment via SWOT and SLEPT analysis
Excerpt from the Book
3.1 Website
For the development of a company website I would suggest to use the domain: cranvilles.com, which is not registered yet (Domaincheck, 2015) and therefore available to be used by the company.
To make the website more useful for online shoppers a cooperation with fits.me should be approached. Fits.me lets customers input their measurements and based on that will create an avatar showing how the clothes will fit (FitsMe, 2015). Many retailers already use the platform to provide better service to their customers. The screenshot below is taken from the HUGO BOSS website. As you can see the system tells you exactly how the shirt fits and where it might be too tight. This feature could be helpful to attract customers, which are not able to come to the store in Manhattan. If customers already know that the clothes they order online will fit, Cranvilles will have an advantage over many other department stores and is therefore able to expand its business. If this new technology is combined with the offer of global shipping customers outside the United States can be acquired as new shoppers.
Another aspect the website should focus on is storytelling. Cranvilles needs to create a history about the way the family owned business grew and give customers reasons to identify themselves with the way the department store formed over the last decades. This form of building a relationship to the customers will help to increase customer loyalty, resulting in regular customers.
Summary of Chapters
1. EXECUTIVE SUMMARY: Outlines the goal of providing an end-to-end e-business strategy to translate the store's high-quality in-store experience into an online presence.
2. PROJECT OUTLINE: Defines the core aims, including website development, social media integration, and internal system improvements to increase productivity.
3. SOLUTION: Details technical and marketing recommendations, specifically suggesting the use of virtual fitting room technology and platform-specific storytelling to engage customers.
4. EFFECTS ON THE BUSINESS: Analyzes the necessary structural changes, including the creation of a dedicated online department and the automation of finance and payroll tasks.
5. JUSTIFICATION: Uses a SWOT analysis to validate the strategy, weighing the company's strengths and opportunities against market threats.
6. IMPLEMENTATION PLAN: Provides a project overview and risk assessment using the SLEPT framework, covering social, legal, economic, political, and technological factors.
7. CONCLUSION: Finalizes the report by affirming that the benefits of the proposed e-business strategy outweigh the associated risks.
Keywords
E-business, Cranvilles, Department Store, E-commerce, Digital Strategy, Website, Social Media Marketing, Internal System, SWOT, SMART, Retail, Online Shopping, Customer Experience, Process Automation, Digital Transformation
Frequently Asked Questions
What is the core focus of this consultancy report?
The report focuses on creating an end-to-end e-business strategy for Cranvilles Department Store to digitize its operations and improve its market reach.
What are the primary thematic areas explored?
The themes include web development, digital marketing, internal process automation, organizational restructuring, and strategic market analysis.
What is the primary objective of the proposed strategy?
The goal is to enhance the customer shopping experience, increase sales and profitability, and streamline internal administrative processes.
Which scientific frameworks are used for the analysis?
The report utilizes the SMART framework for goal setting, SWOT analysis for business evaluation, and the SLEPT framework for risk management.
What is covered in the main body of the report?
The main body details specific website implementation solutions, social media strategies, changes to business structure, and a comprehensive justification for the proposed path.
Which keywords best characterize this work?
Key terms include E-business, Digital Strategy, Retail, Process Automation, and Customer Experience.
How does the report suggest handling technical website updates?
The author recommends outsourcing technical website maintenance to a professional IT firm to ensure expertise and focus on the core business activities.
Why is "storytelling" recommended for the website?
Storytelling is proposed as a method to build customer loyalty by sharing the heritage of the family-owned business, allowing customers to better identify with the brand.
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- Tobias Stein (Autor:in), 2016, Consultancy Report E-Business Management. Cranvilles Department Store, München, GRIN Verlag, https://www.hausarbeiten.de/document/432046
