The process of creating strategies and planning for the product or services is called as marketing management. The process also consists of the advertisement, promotions, sales etc for reaching the desired customers (Cassidy, 2016). The information helps companies in selecting the appropriate approaches and strategies for the promotion of products or services. With respect to the current file, Amazon and warehouse are taken into consideration. The file includes a comparison between the strategies of both companies, benefits from Amazon and Warehouse. Along with this, the report includes logistics used by one of the firm and e-business of another.
Assignment Task
Amazon:
Amazon is one of the famous e-commerce and cloud computing companies of America which is located in Seattle, Washington. The company was founded by Jeff Bezos on 5th July 1994. The organization offers Amazon, Appstore, Amazon Echo, Amazon Kindle, Amazon Prime, Amazon Video and ComiXology to the customers. Low end products are also sold by the company to the people as per their need. Amazon has its own separate retail website for United States, United Kingdom, Ireland, France, Canada, Italy, Netherlands, Australia, India, Japan and many other nations (Cassidy, 2016).
The Warehouse Group:
The warehouse was founded by Stephen Tindall in the year 1982. The Warehouse Group is one of the largest retail groups operating in New Zealand. This group includes The Warehouse, Warehouse Stationery, Noel Leeming and Torpodo7 Group. Around 12,000 workers are working within the firm for achieving the desired objectives effectively.
Companies face various issues while identifying and meeting the needs of the customers with the help of online business. With the changing technology, increasing time, the needs and demands of the people are also changing. Understanding the needs and desires of the clients have become critical for the innovation and success of the firms. Customers are demanding more quality, better comfort, affordable price and many more. In order to fulfill all these needs, it is necessary for the firms to work accordingly and select the appropriate strategies (Amit and Han, 2017).
Different issues faced by both Amazon and Warehouse are described below:
Where to look for the customer needs and demands: Amazon and Warehouse Group both face issues in identifying what strategies they use for identifying the customer needs effectively. Most of the companies go for present clients for uncovering their needs and demands. Along with this, firms use surveys, customer interactions, and feedbacks for collecting the information regarding the demands of the people along with their likes and dislikes. However, these methods and approaches are useful for understanding the needs of the existing customers but limit the view of Amazon and Warehouse for knowing the potential needs of the current and new target customers that they could address (Radnor, Strokosch, and Osborne, 2018).
Increasing competition: Due to the globalization, competition among the companies is enhancing day by day. In this huge competition, it has become difficult for the companies to identify innovative and creative ideas for meeting the needs of the customers. Each and every organization is trying something unique for grabbing the attention of the people and making them to purchase the product or service. In this environment of the high competition, it is difficult for both Amazon and Warehouse to think different each time for upgrading their services and products for meeting the satisfaction level of the clients (Tantalo and Priem, 2016).
Different strategies are used by both Amazon and Warehouse for handling the issues for identifying and meeting the customer needs are as follows:
Amazon:
Customer Centric Approach: Amazon follows customer centric approach for identifying and meeting the needs of the clients. According to the CEO of the firm, it is not possible to make certain assumptions on the interest, needs or values of the customers. It depends upon the fact that who are the clients and any kind of Persona Company has assigned to them on the basis of demographic or qualitative characteristics. Amazon knows that the key to understanding the customers present more in what they do which reveals their behavior more accurately. On the other hand, the firm uses advanced recommendation engine algorithms which are specially designed for serving the customers dynamically personalized content and product suggestions on the basis of their past behavior (Gans and Ryall, 2017).
A 0.16 cent marketing strategy: The Amazon uses this strategy when someone purchases the item and price happens to fall, then the difference is immediately credited back to the account of the individual. This different strategy of the company helps in meeting the needs and desires of the clients and also leads to fulfilling their satisfaction level. Apart from this, transfer of the difference to the account develops trust among the customers and makes them purchase products from the same firm next time again. The strategy tells clients that the company is running an honest business and built on the integrity by putting consumers at the first priority (Baden-Fuller and et.al, 2018).
The Warehouse Group:
Strategies used by the company for identifying and meeting the needs of the customers are as follows:
Low Price Strategy: The Warehouse Group uses a low price strategy for meeting the needs of the customers. The first demand of the clients used to be high quality products at affordable price. By keeping this in mind, the company uses a low price strategy. However, this strategy in 2017 of Warehouse Group dropped 15% from $41.6m for the same period a year earlier. The sales at The Warehouse dropped from $975 million to $940 million (Agafonow, 2014).
The strategy of Five key results: This strategy includes the five areas which are Red Core, Non Red, Be the leading multichannel and digital retailer in New Zealand and be the leading retail financial services company. Under the four objectives, the company uses its strategy as per the need and demand of the situation. In the red core, the company keeps its customers at the first place and tries to fulfill their needs. With respect to this, The Warehouse Group uses way of working framework and Working smarter program which helps in taking right decisions by keeping clients at the centre point (Porter and Lee, 2015).
The benefits of Amazon from the online retailing are as follows:
Higher Customer Satisfaction: The e-commerce companies provide customers a better way to purchase things of their choice without going here and there. With the help of e-commerce website, both Amazon is able to provide effective and high quality services to the clients. People can get all the details of their products like price, review, description, color, usage, etc on the page. Along with this, different comments of the users help clients in purchasing the right product. On the other hand, e- commerce site prevents wastage of time and cost of the individuals. Thus, all these features of the online website result to increase the satisfaction of the people. In the present time, there are around 310 million active customers of the Amazon and this number is increasing day by day (Hill, 2017).
Rapid Growth: In the online retailing, the traditional constraints to the retail growth, for example, finding and paying for longer are not the main factors. With the help of an effective digital marketing strategy and planning, companies can increase their growth and customer base as well. Under the digital marketing strategy, Amazon uses Facebook, Twitter, Instagram and many other social networking sites for informing people about the new products, offers, schemes, etc. The digital marketing strategy leads to increase the number of purchase and help firms in gaining rapid growth and development. The company is selling 235 million products to the customers till 2016 and there are around 485 thousand new products added (Grant, 2016).
Improved communication: Online retaining increases and improves the communication with the clients. Customers of any firm either The Warehouse Group or Amazon can communicate with the customer service via email, chat, online forms, and website. Both the companies provide customer care service of 24 hours which lead to resolving the issues and queries of the clients in an effective manner. Proper suggestions and responses satisfy the consumers and make them keep connected with the company. For example, if a customer of Amazon has got damaged product then he or she can easily communicate with the customer care via Toll Free number or email Id (Pisano, 2015).
The advantages of The Warehouse Group are as follows:
Ability to Integrate: With the help of Online retailing, The Warehouse Group is able to integrate different reporting tools including Google Analytics for gaining information about the statistics, growth, and increase in the number of customers. The tools make easy for the business to gain valuable insights into their enterprise effectively. Use of right tool in the right manner also helps The Warehouse Group in increasing the sales and profit margin as well. Use of integration tools has ranked the website in the list of top 10 (Katzenbach and Smith, 2015).
A better understanding of consumer habit: The Warehouse Group is able to understand the habits of the consumer with the help of its online retail business. The reviews and feedbacks of the people help the company in knowing their likes and dislikes, according to which The Warehouse select its strategies and approaches. For example, if a client does not like any pattern or quality of the product then the firm tries to improve the design and quality according to the need. Along with this, the clicks on pages, views of the products, etc also inform the firm about the customer preferences. All these results to increase the sales and profitability of the company (Gummesson, Kuusela and Närvänen, 2014).
Increase in the number of customers: The Warehouse Group uses search engine visibility method which helps in attracting the new customers to the website. Along with this, popularity and visibility of the top firms make people visit the page and purchase products or services according to their choice. People also visit the website of The Warehouse Page by going through the social networking sites. The interesting and attractive images, content and videos make individuals to access the website and buy products. 30% online customers from the last year have been increased and satisfied with the products of the company. Along with this, more than 1 million Kiwis are visiting the website of The Warehouse Group (Ng and et.al, 2015).
Thus from the above, it is clear that both the retail companies are gaining profit via online retailing.
In the previous 20 years, the operating system of Amazon has shifted from online retailer to the Business to business service provider. Since 2005, the company has been delivering products to the customers with the help of its own logistics services which is named Amazon Logistics. The firm started its service of the pilot program more than 10 years ago in Los Angeles, New York, and San Francisco. But now this program is expanded to San Diego, San Jose, Oakland, Chicago, Phoenix, Austin, and Philadephia. The major purpose of this expansion was to improve the satisfaction level of the shoppers and reduce the shipping time (Sloman, 2017).
The Logistics of the Amazon claim to complement the already established and well known logistics providers: USPS, UPS, and FedEx. The major service of the Amazon logistics is to provide shoppers an opportunity to provide same day delivery shipping option. The offer of same day delivery is available for prime membership. However, non-members can also take advantages of this service by paying extra or added cost. The same day delivery option has increased the satisfaction level of the customers. In the value chain, the delivery drivers are treated like the third party service providers whom Amazon contracted. Although there is no cost to join the program of the company Amazon asked for the three requirements which are: the company should have trained and experienced drivers, necessary to have professional cargo vehicles and firm must be a developed last mile enterprise. On the other hand, the mobile application is provided by the organization to the drivers for getting information about the location, route guidance and handling the customer services (Davis and et.al, 2016).
The logistics of the firm is growing day by day and from an analysis, it has found that service now delivering 2% of all the Amazon packages. On the other hand, customers of the Amazon are able to track their order properly. Along with this, delivery information is provided to the customers time to time for keeping them informed and satisfied. In case, there is no one at the provided address to receive the package then the firm keeps it in a secure location. All queries related to the Amazon delivery, package information, etc are handled by the effective customer service staff (Hill and Brierley, 2017).
Challenges Faced by Amazon Logistics
Last Foot Problem: Amazon faced the issues regarding the theft of packages ordered by the customers. From a survey conducted in 2015, it has found that around 23 million people have faced the problem of having their packaged taken from their doorstep. Due to this, individuals stopped purchasing products from the company. Each and everything about the organization was perfect but the issue was at the last stage. The problem was dissatisfying the customers and preventing them to buy any product. The Last Foot problem was an immediate issue for the consumers but it was a long term issue for the Amazon. The company is compelety dependent upon the internet sales for its future growth and development, it is necessary to figure out the issue for developing confidence among the individuals that whatever they will order online, they will receive in their hands (Ylimäki, 2014).
For resolving the cited issue, Amazon decides the implement Amazon Key. It is a secure way for the customers to key delivery people in through the front door via a combination of internet connected video camera and locks. However, some of the people are still unsatisfied with the new approach. But still, this is the only option near the firm (Carlborg and Kindström, 2014).
The Last Mile Problem: This issue is completely different from the last foot as it is more about trust and intimacy. When delivery persona in at the door then there arises a question whether there is any system which has convinced people that opening their door is risky. Along with this, the question also arises for the delivery person whether it is also worth their risk or not. The issue here is regarding the trust and loyalty. It is difficult for the people to trust someone stranger just for receiving the package they have ordered online. The company needs to select an appropriate strategy for offering trust worthy services to both customer and the delivery person (Kasasbeh, Harada and Noor, 2017).
Thus, from the above, it is clear that the Amazon Logistics is effective but the company is still facing some issues which need to be handled at a time. Otherwise, there are chances of losing the clients which will not good for the growth and development of the Amazon.
The Warehouse Group is using the e-business for gaining the profitability and increasing the sales. Via e-commerce, the company is selling goods and services on the internet and providing people with an opportunity to enhance their experience and satisfaction. Information and communication technology (ICT) is used by The Warehouse Group for creating and adding the relations with the customers and enhancing the performance of the employees. According to the CEO of the company, The Warehouse Group is on a journey to convert the future of the retail sector. The e-commerce trading team of the organization are playing an essential role in bringing transformation, delivering the cross category ranges online and exercises to serve clients. The firm is happy in offering consumers an opportunity and flexibility to purchase what they want without considering place and time. By offering an e-commerce facility to the New Zealanders, the company has got trust and belief. Along with this, the facility of online payment, home delivery, effective customer service and many more are increasing the satisfaction level of the clients (Bi, Davison and Smyrnios, 2017).
While offering the e-commerce services to the people, it is necessary for a firm to develop strategies for ensuring a fully optimized online category. On the other hand, the company keeps improving its products and services by analyzing them daily. The improvements increase the satisfaction of the clients which leads to enhancing the sales and profit margin. Apart from this, the organization is also working for increasing the list of categories by reviewing the feedbacks of the customers and analyzing their demands along with the market trends. This factor provides more option for the clients and makes them stay more at the website for searching for their products and selecting the appropriate one (Soto-Acosta, Popa and Palacios-Marqués, 2016).
In the present time, people prefer to purchase online instead of going here and there to the stores and wasting their time and cost. Due to the availability of the internet, The Warehouse is able to offer products of customer choices which is increasing its market share in New Zealand day by day. The organization is included among those businesses which are fully committed to the transformation for meeting the needs and demands of the digital world. In context to this, the company has also launched a mobile application for the well known brands like The Warehouse, Warehouse Stationery, Noel Leeming and many more. With the help of mobile application, now people can more easily access the app and order their products in under friendly manner (Wiengarten, Bhakoo, and Gimenez, 2015).
The Warehouse Group is enhancing the scope of digital retail by finding the innovative and creating ways to engage with the clients beyond the traditional in-store shopping experiences. In context to this, the use of data science to guide interactions with the customer is providing a personalized experience. All these factors of the company are making it famous in the nation and among the people (Gerow, Thatcher and Grover, 2015).
The game changing initiatives of The Warehouse Group includes click and collect the offering. In this, the customers are able to select the products online and can collect from from the stores as per their convenience. Along with this, the endless aisle concept of the firm is also gaining popularity. In this, if clients realize that local store may not stock an item then in such situation, they can order it at the in store checkout for the delivery. The features of one click purchasing, same day delivery and trailing two hour delivery are beyond the expectations of the people. Due to this, the company has developed a unique and strong brand image in the New Zealand (?iarnien? and Stankevi?i?t?, 2015).
According to the chairman of the organization, new technologies are increasing opportunities for the company. The employees of the firm are continuously testing new tools and techniques including mobile, blockchain, bitcoin, augmented reality, fluid collaborative tech and many more for increasing the security, privacy, encryption, etc (Cassidy, 2016).
Integration of CRM with e-business: The Warehouse uses Customer Relationship Model for developing and maintaining a strong bond with the clients. The company sends information regarding the new products, offers, schemes and many more to the users time to time via email, messages, newsletters and many more. Along with this, the CRM of the firm helps in maintaining the details of the customers which include name, contact number, email ID, address, likes, dislikes, customer habits and many more. With the help of online integration of CRM with the online channel, The Warehouse is able to maintain relation with the clients. By subscribing to the newsletters, people can get information about the new products or services. On the other hand, people can also get information regarding their ordered products. The company sends all updated details to the clients regarding their items for keeping them updated. In case of any delay due to some reasons, then real time information is sent by the firm to the user. All these activities with the help of CRM results to increase the satisfaction level of the users (Cassidy, 2016)
Amazon is one of the most popular e-commerce companies offering innovative and creative services to the customers. In context to the usability testing, it is a technique which is used by the firms in user-centered interaction design for evaluating the good by testing it on users, This is irreplaceable usability practice which provides direct input regarding the usage of the product by real users. Amazon also uses usability testing on its potential customers for improving the quality and performance of the products and services. The major attention of the company while using the usability test includes measurement of the capacity of the man-made products for meeting the intended purpose. Web applications, consumer products, computer interfaces, websites, etc are the products for which usability testing is beneficial (Shi and Liao, 2015).
Some of the methods under usability test which are used by Amazon for increasing and improving the features of both products and webpage are as follows:
Expert’s Review:
With respect to the usability test, Amazon uses Expert review method. This method includes the experiences of the experts in the area of consumer products and e-commerce for evaluating the usability. The experts’ advice company about the right and wrong about any item or service. The experiences of the experts help firmly in knowing the features which need improvement for meeting the needs, desires and wants of the people. With respect to the expert review, the company has provided the feature of providing comments and feedback regarding the products and services. The reviews of the people also help firmly in knowing their likes and dislikes. The feedback makes Amazon make necessary changes to its services for meeting the needs of the clients in the most effective manner. For example, recently the organization has provided the feature of Prime delivery. By researching the market and reviewing the Experts, firm get to know that customers need more fast and satisfied delivery option. In order to fulfill this demand, the company has started Prime delivery option i.e. One day delivery (Piccinini, Gregory, and Kolbe, 2015).
The firm is able to evaluate the errors, mistakes, poor quality, risks and threats to the products and services which can affect the satisfaction level of the customers. The method helps in using the right approaches for error prevention, error recovery, user control and freedom, increasing use of flexibility and efficiency, etc. The review of experienced people also helps Amazon in helping in developing consistency and standards, transparency, recognizing instead of recalling, the match between the system and real world, proper documentation and many more (Yeh, Lee, and Pai, 2015).
A/B Testing:
Apart from this, Amazon uses A/B testing for improving the web design of the website. The major aim of using this method is to identify the changes to the website and its pages for increasing the outcome of the interest. With the help of this testing approach, the company is able to develop more user friendly, understandable and easy to access website so that people cannot face any issue (Mazzarol, 2015). In the e-commerce website use of A/B testing for even marginal improvements in drop-off rates brings significant gain in the sales. By using testing elements such as copy texts, layouts, images, and colors, the company can bring significant improvement to its web pages. As the name represents that there are two versions of the method i.e. A and B. Version A can be one which is currently used whereas version B is the modified one. Under the A/B test, the Amazon is improving its website day by day for making accessibility easy and fast for the customers. Along with this, the colors and texts used by the firm are also simple for making language understandable for the users (Sin and et.al, 2016).
Remote Usability Testing:
This testing method includes Synchronous usability and Asynchronous usability methodologies. Amazon uses Asynchronous methodologies for collecting the feedback of the people regarding the application, website or services. In this company uses an automatic collection of the customer’s click streams along with the user logs for critical incidents which happen while interacting with the website or application. It is a task based method in which researchers are allowed by the firm to capture the clicks and task times. This analysis of the investigators helps in knowing the intents of the users while visiting the website or mobile app. Apart from this, Amazon is able to collect segment feedback according to the demographic, attitudinal and behavioral type. For example, researchers inform enterprise about the type of products mostly seen by the visitor, on which categories he or she clicked, etc. All these information makes company provide relevant information to the clients via digital advertisement or email (Lipitakis and Phillips, 2016).
Thus, from the above, it is clear that all the methods used by Amazon are for improving the quality and performance of its website, mobile application, and services. These approaches make company to enhance its features for increasing customer experiences.
Recommendations for improving the website features and usability are as follows:
The Warehouse Group is using e-business for offering products and services to the customers. E-business of the company has enough potential for generating new wealth, sales and customers. Value creation and value capturing both plays an essential role in the development and growth of an organization. The Warehouse is creating values of its e-business by offering high quality, innovative and creative services to the customers. The company is continuously working for improving the speed, efficiency, and performance of the e-commerce website in order to increase the experience of the clients. There is no relation of value creation with the profitability. The company is unable to determine profit just by the value created by the customers. However, the value develops a strong brand image and trust among the customers (Barrett and et.al, 2015).
On the other hand, The Warehouse Group determines the value capture by analyzing the selling price which evaluates the amount of value captured by the company and helps in developing profit. The other values never lost, it is retained by the clients. The Warehouse Group calculates both value creation and value capture. The features of same day delivery, one click purchasing, etc develop value among the users. This value creation makes people purchase the products for taking advantages of the premium services (Geissdoerfer, Bocken, and Hultink, 2016).
Twitter is well known and widely used platform across the world. A large number of celebrities, multinational organizations, etc are using twitter for promoting their work and achievements among a large population. Along with this, The Warehouse Group uses twitter as a social media platform for promoting its products and services to the customers. With the help of this social media platform, the company is able to promote its products to a large population. The company uses attractive photos, videos, posters, etc for informing individuals about the new arrivals, schemes, offers and many more. On the other hand, firm tweets on a daily routine about its achievements, products, profitability, sales and many more for keeping the followers updated. The comments or feedbacks of the users on tweets aware firm about their likes and dislikes regarding any point or product. The company uses a hash tag for highlighting important work or achievement, etc. This feature of the twitter helps in grabbing the attention of the people towards the highlighted word and aware them about the entire message or post (Lipitakis and Phillips, 2016).
There are various social media platforms are available on the internet. Including Twitter, Facebook is also a famous and widely used social media platform. Companies are using Facebook pages for promoting their goods and services among the certain segment of customers and the market. In context to this, The Warehouse also possesses a Facebook Page which consists of the information regarding the products, new achievements, videos of behind the scenes, work and dedication of the employees and many more. All these information makes people purchase products and take advantages of various premium services. The Facebook Group associated with The Warehouse Group informs followers about the new schemes, offers, discounts, arrivals, etc in an attractive and creative manner for getting the attention of the users. A large number of people are linked with the Facebook Group of Warehouse as they like the services and satisfied with the quality and prices of the products (Hill and Brierley, 2017).
The Google AdWords Campaign of the The Warehouse Group delivering its message of Fashion bazaar with the tagline of “Be Your Own Label”. Along with this, the line of Same day delivery will make people visit the website and purchase products of their choice from there. The Google AdWords Campaign for The Warehouse Group is as follows:
The Warehouse Group possesses a creative and attractive website for providing all the necessary information to the customers. The website includes all the details regarding the history of the firm, services offered by it, products, and experiences of the users, contact information and many more for providing clear and complete information. Along with this, the website also offers people to purchase products online according to their choice and demand. The website includes all the information regarding the product, its price, description, usability, image, etc which are necessary for a person while buying any item. In addition to this, the company provides the facility for online payment and cash on delivery to the customers. The website of the company is attractive includes proper information for the visitors and possesses good colors for increasing interest. All these factors make people stay more on the website and search for the different categories and products (Hill, 2017).
One of the effective promotional activities which The Warehouse Group can use promoting its business is Content Marketing. With the help of this marketing technique, the organization can grab the attention of the people by including all the best stuff, working in harmony. The creative content will make customers to read regarding the new sales, products, offers, etc and inform them about the latest information of the firm. The organization can use Youtube to podcasts, tweets to infographs and blogs for making clients read and get informed. However, this promotional activity of digital marketing needs creative and skilled writers who can write regarding the products and services of The Warehouse in most attractive and understandable manner (Mazzarol, 2015).
Some of the suggestions which The Warehouse Group needs to follow in future are as:
The vision of The Warehouse Group with digital marketing strategy is to increase the number of customers and popularity of the firm among them. The scope of this marketing strategy is high as nowadays, every company is working on it. The firm wants to develop and maintain relations with the customers via digital marketing strategy. By improving the design and performance of the website, the firm will able to offer high quality services to the customers. In this time of globalization, every multinational and small firm are going online for gaining customer attention and competitive advantages. Thus, the scope of e-business for the warehouse is large and endless. Innovative and creative ideas will make company to enhance sales and profitability as well (Grant, 2016).
The major objectives of e-business activities of The Warehouse Group are as follows:
The Warehouse Group wants to offer advanced technology based services to its clients for enhancing their experience and satisfaction level. The company is continuously thinking innovative and creative services for the making the online purchasing comfortable and convenient for the customers. In context to this, the firm is offering same day delivery option, one click purchasing, etc services to the clients for developing value for the firm among them. With the help of honest and liable working culture, The Warehouse Group can develop respect and trust among the consumers (Cassidy, 2016).
The Warehouse Group uses the segmentation process of the market which helps in developing regions on the basis of market potential. The firm pays attention to the narrow product line and decides price on the basis of the cost of production and distribution. The market selected by The Warehouse Group is of consumer products which include household items, clothing, etc. The organization selects those clients who are more interested in simply getting the product and less in its quality. Along with this, the company targets families for selling its household units (Agafonow, 2014).
E-business is effective for gaining competitive advantages in the present highly competitive environment. Various features like easy access, high performance, services at the doorstep, etc are provided by the online retailing which increases the satisfaction level of the customers. However, there are some ethical and security risks present in the business which can affect image and loyalty among the clients. The comparison between the ethical and security issues of The Warehouse is as follows:
Ethical Issues: The e-commerce website includes ethical problems with respect to the fake information provided on the website. The manipulated and wrong information regarding the products or services just for attracting the customers lead to affect the morale of the clients and avoid them to revisit the same webpage again. Along with this, inappropriate communication of the customer services is also unethical as they hurt the emotions of the caller. On the other hand, use of personal information of the clients without their permission for the promotion of the company is completely illegal and unethical Thus, the companies need not play with the emotions and feelings of the clients (Bi, Davison and Smyrnios, 2017).
Security Issues: The e-commerce website consists of various security issues which can affect the experience of the clients. Carrying out the denial of service (DoS) attack which stops the access to the authorized users of the website is one of the biggest security issues. Along with this, hacking of the account for collecting the personal information of the customer leads to create safety and privacy problems (Amit and Han, 2017).
The Warehouse Group is using the latest and advanced online strategies for enhancing and improving its e-business. The reason behind regular improvement within the processes and procedures is to offer customers the best services. The strategies used by the organization are simple and curate for delivering clear range and price of products to the customers. Along with this, the purpose behind using latest techniques is to provide better buying environment to the clients via dynamic sourcing and attractive and simplified web design. Another e-business strategy of The Warehouse Group includes the development of a more effective operating model for reducing the complexity and reshaping the P&L. Thus, the e-business strategies of the company are for the betterment of the processes and customer experiences (Geissdoerfer, Bocken and Hultink, 2016).
The organizational structure of The Warehouse e-business activities depends upon the four broader factors which are the complexity of the business, the maturity of e-commerce, the culture of the company and size and ambition of the e-commerce business. The organizational structure of the warehouse Group is functional which pays attention to the different functions of the e-business. These functions include mailing to customers, fulfilling orders of the customers, handling queries of the customers, website handling and maintenance and many more. The major objective of the firm is to fulfill the needs of clients by offering them high quality products and services. With the help of functional structure, the company is able to pay proper attention to its functions and activities (Hill and Brierley, 2017).
With respect to the cost and revenue model, The Warehouse Group uses The Advertising model for promoting its products and services among the people of New Zealand. Under this model, the company earns a profit by informing people about its different range of items, their usage, schemes or discounts of them, etc. In context to this, The Warehouse Group uses advertisement on Television, Youtube, internet, social networking sites like Twitter, Facebook and many more for creating awareness regarding the products among all type of customers from children to the elder people (Sloman, 2017).
The Warehouse Group aligned the physical world strategy with the e-strategy very effectively. The company is operating both physical stores and e-business for providing both experiences to the customers as per their choice. With the help of option which provides clients an opportunity to order their products online and collect them from the stores increases the experiences. Along with this, the clients can even make the staff of the firm to bring the items which are not in stock at both store and online. The company personally mail and send a notification to the client on the arrival of asked product or item. Apart from this, the firm is providing high quality services and products to the clients for providing them the similar experience of the physical world. The firm provides all details regarding the product, image, price, etc for providing the similar feel of physical purchasing (Shi and Liao, 2015).
The Warehouse Group is using effective marketing strategies including digital marketing, etc for informing people about the product details, discounts, and offers. With respect to the marketing, the firm is using social networking sites such as Facebook, Twitter, Instagram, etc. The organization is implementing strategies after proper analysis of the market, customer habits, competitors, etc. Along with this, the warehouse is using the simple but understandable website for selling a various range of products to the clients. The combination of colours and web design create simplicity in accessing the web page and ordering the desired product (Yee-Loong Chong and et.al.,2014).
Conclusion
Thus, from the above study, it is clear that both the companies i.e. Amazon and The Warehouse Group are retail and offering services to the customers via e-business. However, the strategies and approaches of both the companies are different in order to increase the satisfaction level of the customers. But the objective of both organizations is the same i.e. increasing profitability and experiences of the clients by offering improved services.
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First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download