E-Commerce Case Studies Flashcards Preview

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Flashcards in E-Commerce Case Studies Deck (19):

Competitive Environment Theory

Barriers to entry - Ansoff differentiation innovation
Market Growth - Share new sales little threat
Pure Plays - Low operating costs, low price


Functional Areas Theory

Marketing - digital promotion easier to target niche segments. Product life cycles are shortened.
Operations - EofS important low unit cost Easier for smaller firms to sell online, distribution centre J-I-T ect.
HRM - employees digital skills, UK training Workforce planning to support highly seasonal demand nov-dec.



Customer - Increase choice/how purchase. Greater bargaining power. Lower costs increased knowledge
Shareholders - High investment costs lower dividends
Supplier - Greater competition lower price low p margin



Barrier to entry - Pure play no stores, EofS low unit costs
Hacking - Loss of trust/personal security
Market Growth - Share new sales little threat


If, How and Why Respond

Do nothing - Don't lose their USP by having distribution
1st Mover - Establish EofS in markets
Culture Changes - Innovative culture constant change


Performance and Strategy Inter/Nationally

Cost minimisation - Lowering unit cost
Innovation - Need to develop and gain advantage
Do Nothing - May lose USP


Competitive Environment Case Studies

Barriers to entry - Spotify differentiated CD's vs HMV
Market Growth - Halfords success even from Wiggle ect
Pure Play - ASOS, Amazon ect


Functional Area Case Studies

Operations - Amazon low unit costs EofS
Marketing - Amazon/Ebay digital marketing, advertise all
HRM - John Lewis/JLR spent training in new skills


Stakeholder Case Studies

Customer - Tripadivsor, Expedia, Airbnb
Shareholders - Amazon no divide reinvest retained profit
Supplier - Unilever coffee growers/Sustain living plan


Opportunity/Threat Case Studies

Respond - Spotify differentiated CD's vs HMV
Market Growth - Halfords success even from Wiggle ect
Barriers to entry - Amazon EofS
Hacking - Sony 100,000's


If, How and Why Respond Case Studies

Do Nothing - Primark don't respond lose USP
1st Mover - Create trust well known EofS gain all market share
Culture - Innovative culture Ansoff New New


Performance and Strategy Inter/Nationally Case Studies

Cost minimisation - Amazon EofS
Innovation - Zappos culture
Do nothing - Primark may lose USP



Niche market target
Ansoff differentiation less risky global omnichannels
Argos click and collect attract niche goods distributed


Cost Minimisation

Distribution centres, no high street stores
Take advantage of lean production, Kaizen/J-I-T
Reduce cost, Generic cost leadership broad across all
Amazon established Kaizen teams/tech for J-I-T


Economies of Scale
Barriers to Entry
Pure Play

Distribution centres/large companies Purchase
Lower unit costs generic cost leadership
Difficult to compete significant invest needed to compete
Amazon huge purchasing power unrivalled.


Do Nothing

Some firms may lose USP of low prices
Whole distribution network increase costs DofS
Primark successful only high street, generic strategy
Their target market will come to store for cheap stuff



Some firms spent on new tech, differentiation
Disruptive technology, Ansoff Diversification
Uber disruption destroying established taxi firms
Significant proportion of the market from innovation


Market Growth

Expansion of potential market i.e more customers
Makes everyones market bigger
New firms don't take much share from established firms
Halfords successful even from Wiggle/Chain Reactions



Due to innovation needs culture accepting of change
Schein's shallow underlying culture easier
Zappos correct recruitment accepting of change
Highly successful taken over by Amazon