Develop an understanding of domain knowledge about a range of issues relating to electronic commerce.This may lead to severe academic penalties asoutlined in USQ Policy Library?
The act of selling the goods and services over the internet is called online business. In this process the total interaction between the customer and the service provider is done through internet. This process is very easy and people find it convenient to shop with comfort from home or office. In the contemporary time it is very popular form of purchasing the goods. Most of the companies are doing their business through online. In this assignment GOGAL Design is facing problem in doing business and their market share is also decreases due to the not adaptation of the change in the business environment (Olsson, 2013, pp-96). Now they are feeling that they should go with the online business to regain their position in the market place. Here the researcher is considered as a consultant of Moose Consulting. The researcher is contracted by the GOGAL Design to investigate the market condition and provide some solutions according to the situation.
Here, the researcher suggests GOGAL Design for the revenue model because this model provides the framework for generating the revenues. This model identifies the sources of revenue, price of the value, payers of the value etc. As the market share of GOGAL Design is declining day by day so revenue is the most important factor for them to survive in the competitive market place. According to the researcher advertising revenue model will help GOGAL Design to recover the position in the market.
Advertising model is generally used by the business houses to get the platform where the customer gat all the information regarding the product and services. Various media’s like newspaper, magazines, journals etc. are used for this purpose. Now a day the companies also uses internet as a medium of providing the information. Business houses are using their websites for their product and services, even they uses social networking sites for promoting the product. Mobile applications are used for the advertisement purpose and to attract the customers. Facebook, Twitter, Instagram strengthen the revenue potential for the company (Bartikowski and Singh, 2014, pp-34).
The revenue model helps GOGAL Design for segmenting the market acceding to their taste and preference. According to the need of the customers they can easily produce the product. This model also helps to understand the level of competition and to identify the competitors. This model also sets the revenue centric culture in the organisations. As advertising promotes the product to the customers so this model will help in increase the sell and market share of the company. Advertising also helps in reinforce the value proposition to the potential customers. For any profitable business, brand value is the most important factor (Daniel et al. 2014, pp-145). To raise the sales and to improve the market share advertising create a great impact with the help of several advertising tools like promotional activity, internet, cell phone, posters, banners etc. the company should give proper options in their websites to the various customers of various segments regarding their services. Advertising also helps in to do the right thing according to the marketing situations. It is very difficult to judge the market conditions advertising helps in judging the market and ensure the proper steps to deal with the situation (Marketing Donut, 2015).
But there are some negative aspects also. The costs increase due to the advertising. To cope with the market competitions sometimes advertising underlines the social values. The advertising concepts many times confuse the customers; even they feel cheated on the product. Through the advertisement many times the companies selling the inferior goods to the customers. Moreover the advertisement of bad taste influence negatively to the customers regarding the product (Pakroo and Stewart, 2012). Apart from the negative points, there are more challenges regarding the effectiveness of the advertising. Staff turnover, expansion of the market, transparency, attracting ability also required for the appropriate advertising model. So according to the researcher’s view advertising revenue model is the best for the company.
To enter in to the travel industry marketing and promotional strategy is very important from GOGAL Design point of view. As the company is losing market share in the current situation so to improve this situation it is very important to adopt some attractive strategies to attract and retain the customers in the market. For marketing here the researcher suggest GOGAL Design to adopt few marketing strategies to attract the customers in online travel industry. These are content marketing, social media marketing, Image centric marketing, online advertising etc (Sheng and Hartono, 2013, pp-103).
Content marketing: The main reason that the companies are establishing authority and increasing trust from the customers is by continuously creating valuable content regarding the product or services through the channels. This includes industry information, company’s situation according to the market, social media marketing, article in business websites, newsletters, case studies, videos on the websites (Nambisan and Watt, 2011, pp-894). This will create goodwill for GOGAL Design in the market. This method is more effective than other mediums like television, news paper in the contemporary times.
Social media marketing: Few years ago business channel was limited. But now social media networks play a vital role in the marketing. For example Facebook, Twitter, LinkeDIn, Google plus are the most effective ways to attract the customers especially between the ages of 18 to 45. Day by day the increasing popularity of the social networking sites is increases the effectiveness of this type of marketing. This diversification seems to prove more fruitful for the organisations (Marceau, 2012, pp-77). Even it helps in building brand equity and brand loyalty to the customers.
Image centric marketing: As customers number are increasing to the online marketing so GOGAL Design can adopt this strategy to attract the customers. It is becoming more important for the companies to attract the customers with their websites attract ability. More images in the websites, designs help the customer to easily attracted towards the product and select is own choice (McKeever, 2012, pp-192). For GOGAL Design, they can use graphics, images and pictures to attract the customers in their travel industry.
Online advertising: Online advertising refers to the advertising process which will show the customers, information regarding the products and services across different websites. This technique is very effective as when the internet user opens various sites according to their need they even get the information regarding the particular product (Orsburn, 2012, pp-192). It helps in building brand loyalty, customer trust, familiarity with the product etc.
Mobile friendly content: Due to the wide spread use of smart phone and tablets GOGAL Design should use mobile friendly content. According to the Brewer (2012, pp-46), almost 68% people use these gadgets to purchase any product or services. So user friendly content will increase the level of the appreciation and customer number for the company.
A wireframe is a visual guide which helps in representing the skeletal framework of a website (Valliere, 2012). These are generally created for the purpose of arranging elements depicting the page layout or the arrangement of the websites content. For the company GOGAL design which is looking to invest in the tourism industry there must be enough information with regards to travel in other subsidiary websites which the company operates. There are three main areas of wireframe designing which includes:
Information design: In this part of the designing activity the presentation, placement and prioritazitation of the information have been done so that the display information has been effectively displayed in clearing the information (Rousseau, 2012). In the current scenario the GOGAL design company should be giving clear instruction to the customers that they are venturing into the tourism business and conduct a market survey on whether their retail customers would also stay with them in case of the shifting of the industry.
Navigation design: The navigation system provides a set of screen elements that allows the user in moving from page to page throughout the website. The design of the navigation should help in communicating the relationship of the link that it contains. In case of the current company GOGAL design there should be different pages on the expected changes that they wish to make in their business objectives, proposed packages on travelling and the areas they would like to explore should be clearly mentioned (Dolnicar and Laesser, 2007).
Interface design: The user interface design also includes selecting and arranging the interface elements for allows users to relate with the functionality of the system. For GOGAL design there should be text-fields, check boxes and drop-down menus so that the users can see through a wide range.
Legal issues:
Here as the researcher is considered as the member of the consulting company Moose Consultancy, so he is providing some information regarding the legal issues to the GOGAL Design how to deal with these situations. There are many legal considerations to start and run online business. As GOGAL Design is transferring their business from clothing to the travel industry it is very difficult for them to obey all the rules regarding online business. The main issues which can be faced by the GOGAL Design are discussed below:
Misappropriation: Sometimes the organisations run their business and unfairly misappropriated the commercial property. They are doing this thing only for their profit. It is a punishable offence according to the law (Partner, 2012, pp-174).
Trademark: Every company has their own trade mark for the identification of the product or services. So when GOGAL Design will start the travelling business they need to select a proper trademark and it should be different from others.
Copyright: Copy right is the exclusive rights belonging to the organisations for their respective content, websites. Many times it is happened that one company is copying the market leader’s style and increase their business. It is the violation of law and punishable offence.
Violation of the advertising laws due to the competition: There are certain rules in online advertising which the company needs to obey. The advertisement law regarding the pictures used in the advertisements, languages used should obey the rules (Appleyard, 2015, pp-75). The data provided in the advertisement should be truth. The company cannot use any vague information to attract the customers.
There are some guidelines which will help GOGAL Design to maintain the rules and regulations regarding online business:
Ethical issues:
The advertising industry operates within strict rules and regulations monitored by federal trade commission. There are some ethical issues that GOGAL Design should maintain to create a value and regain the market position. These are as follows:
Truth in advertising: The information presented by the company to the customers through online is very important. Otherwise the customers are feeling cheated by the company.
Advertising to the children: The unethical behaviour of the companies during the online business of the firm is also creates negative image regarding the company’s product or service. The products or services for the children should be accurate (Lin et al. 2015, pp-879). False information encourages creating a good image regarding the company in the mind of the children’s.
Advertising tactics: Various advertising tactics helps to increase the rate of unethical online business. GOGAL Design should not adopt such tactics to attract the customers in their travelling services. Emotional appeal, political campaign is the most used unethical advertising tools by the companies (Kupritz and Cowell, 2010, pp-81).
There are certain technologies are required for developing the online business. As GOGAL Design wants to develop current business practices in the online so it is very necessary for the company to properly apply the technologies to attract the customers and satisfy them with the service. The required technologies are:
Online business plan service: To achieve the objectives set by the managers and to run the business smoothly.
Webhosting: To get the website up and to and running.
Antivirus: All business needs some internet connection to run the business properly. Antivirus guards the networks and computers against the viruses, Trojans, warm, malwares etc.
Credit card processing: In the contemporary market condition credit cards are the most used medium for payment of the cash. Credit card processing allows the business houses to accept all forms of payment.
Time tracking and management system: In order to be successful in the market it is important for the business system to increase the productivity of the company for that a proper time management system should be introduced to achieve the standard level of performance (Daniel et al. 2014, pp-332).
Online data storage: Now days the business houses are relying on the past data to make the future plan. For that reason to do online business a company needs to store the data. It is easily accessible and movement of the data are also very easy.
For doing online business infrastructure is very important. Infrastructure refers to the basic physical facilities to run the business. For GOGAL Design, as they are trying to go in the travel industry they should take proper care of the infrastructure like building, roads, water, power supply to run the business properly. These infrastructures help in building the goodwill in the market place (Belk, 2014, pp-1598). A decorated building attracts the customers more in comparison to the normal building. Proper supply of water, power helps in creating attractable environment for the customers. Proper transportation, communication also added value in the company’s goodwill.
In case of hardware GOGAL Design requires several computers with high speed internet connections. The computer should contains a first processor, adequate data storage capacity, high capacity ram etc. External hard disk, network server solutions, wireless router, printer is also required to provide customer satisfactions.
[email protected] Central command software is software which can be used by GOGAL design as because it offers a fully included end-to-end trade information system for different travel agencies and the travel management companies. It will also help in the powerful back-office financial management tools for the Enterprise Resource Planning (ERP). This is required because of the fact that there is a requirement of fast generation of reports as well as systematic revenue planning and expenses (Valliere, 2012).
The multi-travel software helps in fully synchronising the internet system with travel incoming database which also includes allotments and the bookings will be done automatically (Rousseau, 2012) The reporting time will be dramatically reduced as because the period-tasks will be automated as well as enhancing the agency’s ability in managing the change. This software’s will help in improving the operational efficiency of the firm and increase its speed of executing deals in a much comfortable and smooth way that has the potential in trying to make a very well organized way.
As the company is currently in a shifting mode so it will be required to find the situation that will help in the management of the company. Strategic decisions of the organization will also need to be carefully taken so that the issues relating to the analysis can be productively taken. It has to choose current software in the market or give the contract to a software company in making custom-made software according to the requirement of the company (Dolnicar and Laesser, 2007).
Advantages:
With the help of online business there is no need to pay for the extra payment for land, running costs, office staffs (Chen and Lee, 2015, pp-428).
Online marketing creates a wider range of customer base. All over, the country or globe can purchase the product.
The structure of this type of business is flexible.
There is no need for extra initial costs.
Challenges:
Use of developed technology is a very big challenge for the companies. Technology is developing day by day, so to cope up with this situation it is necessary that the company also uses latest technologies to attract and retain the customers.
In the competitive market place the ideas of long run required developed technologies. Sometimes the strategies are not properly implemented due to the unavailability of the technologies (Olsson, 2013, pp-112).
For the services provided by GOGAL Design, there should be need of proper technology. They should try to do something new in comparison to the competitors to attract the customers.
To improve the business and market share the company there are some recommendation for the company. GOGAL Design needs to develop a proper market research regarding the target audience. It will help them to identify the taste and preference of the targeted group and satisfy them. They also need to provide the services properly according to the market demand. This will help them to run their business properly. As they are new in the travel industry they should offer some discounts or offer to the customer. In case they also try to use latest technologies and infrastructures to provide better quality of service. Otherwise they will survive in the market like their other business sections clothing department is surviving. In the online marketing GOGAL Design should use attractive photos, videos, colour combination, offers to the customer, grievance box to provide satisfaction to the more number of customer.
Conclusions:
Online business is very essential in today’s business perspective. In this assignment, the researcher identifies the problem faced by the GOGAL Design. As the company wants to start their new business in the travelling industry, it is very important for them to do the business properly. Otherwise their business runs in loss and survives in the market place. Here in this report the researcher suggest the probable solutions to run the business safely in the market place. The researcher provides some information’s to the board of directors of GOOGLE Design regarding the online business of travelling industry. These will help to deal with the problems and run the business properly in the market place.
Reference list:
Books:
Brewer, R. (2012). 2013 writer’s market. Cincinnati, Ohio: Writer’s Digest Books.
Cockrum, J. (2011). Free marketing. Hoboken, N.J.: Wiley.
McKeever, M. (2012). How to write a business plan. Berkeley, CA: Nolo.
Olsson, M. (2013). Build a profitable online business. [New York]: Apress.
Orsburn, E. (2012). The social media business equation. Australia: Course Technology PTR.
Pakroo, P. and Stewart, M. (2012). The small business start-up kit. Berkeley, Calif.: Nolo.
Partner, K. (2012). How to Set Up an Online Business 2013. London: Dennis Publishing.
Journals:
Appleyard, M. (2015). “Corporate responses to online music piracy: Strategic lessons for the challenge of additive manufacturing”. Business Horizons, 58(1), pp.69-76.
Bartikowski, B. and Singh, N. (2014). “Doing E-Business in France: Drivers of Online Trust in Business-to-Consumer Websites”. Global Business and Organizational Excellence, 33(4), pp.28-36.
Belk, R. (2014). “You are what you can access: Sharing and collaborative consumption online”. Journal of Business Research, 67(8), pp.1595-1600.
Chen, T. and Lee, M. (2015). “Personality Antecedents of Online Buying Impulsiveness”. JOEBM, 3(4), pp.425-429.
Daniel, E., Domenico, M. and Sharma, S. (2014). “Effectuation and home-based online business entrepreneurs”. International Small Business Journal.
Kupritz, V. and Cowell, E. (2010). “Productive Management Communication: Online and Face-to-Face”. Journal of Business Communication, 48(1), pp.54-82.
Li, C. and Fang, Y. (2015). “How online service recovery approaches bolster recovery performance? A multi-level perspective”. Service Business.
Lin, I., Wu, H., Li, S. and Cheng, C. (2015). A fair reputation system for use in online auctions. Journal of Business Research, 68(4), pp.878-882.
Marceau, G. (2012). “Online Banking in France: Innovative Business Model or Mimetic Phenomenon?”. International Business Research, 6(2).
Nambisan, P. and Watt, J. (2011). “Managing customer experiences in online product communities”. Journal of Business Research, 64(8), pp.889-895.
Sheng, M. and Hartono, R. (2013). “An exploratory study of knowledge creation and sharing in online community: a social capital perspective”. Total Quality Management & Business Excellence, 26(1-2), pp.93-107.
Websites:
Marketing Donut, (2015). Starting an online business. Available from: https://www.startupdonut.co.uk/startup/set-up-a-business/starting-an-online-business [Accessed on 19 Jan. 2015].
Shopify, (2015). Sell Clothes Online | How to Start an Online Clothing Store. Available from: https://www.shopify.co.uk/sell/clothes [Accessed on 20 Jan. 2015].
Stylist Magazine, (2015). How to set up an online fashion business. Available from: https://www.stylist.co.uk/stylist-network/how-to-set-up-an-online-fashion-business [Accessed on 18 Jan. 2015].
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