WAYS TO IMPROVE E-BUSINESS OPERATIONS

Ways to Improve E-Business Operations



Ways to Improve E-Business Operations

Introduction

Electronic commerce, or “e-commerce,” is a broadly used term to describe transactions conducted over the Internet, whether completed by individuals, organizations, or companies. Chaffey (2009) mentions e-commerce is usually used to represent individual purchases made via the World Wide Web, though it is also applicable to business-to-business applications, such as selling inventory online or general procurement activities (Chaffey, 2009). Before e-commerce could become a phenomenon, the general public first had to become acquainted and comfortable with the Internet.

1. Branding about (circuit city)

The company web site that I decided to evaluate is Circuit City. Circuit City is a retail store that offers a wide selection of brand-name consumer electronics, personal computers, software, movies, music, and games. It is a major competitor in the electronics market with its brick and mortar stores and uses the website to continue to push online sales. Circuit City's Web site, www.circuitcity.com, provides potential customers with extensive product information, direct shipment of purchases, real-time inventory status of products in stores, and the ability to order online and pick up at a store.

In today's market, it is so important that companies make their presence on the web. Not only has Circuit City used its web site to grow and expand its traditional physical presence, but it has also used the internet to reach more customers and increase its sales. The first step in a evaluating this web site was to understand its strengths and weaknesses and to define areas for improvement. In order to do this, I focused on Circuit City's e-business strategy, the site's navigation and usability, credibility, promotion, and advertising.

Circuit City's e-business strategy is simple. Provide customers with information, products, and technology solutions, while at the same time, make the customer feel as comfortable shopping online as they would feel shopping in a retail location. By integrating its web presence to its brick-and-mortar business, Circuit City found a way to add true value to the online shopping experience and continue to give their business a competitive advantage in the consumer electronics market.

In order to maintain its competitive advantage however, Circuit City must be able to anticipate and direct changes in the electronics market. A solid e-business strategy can offset strong competition from online competitors such as Best Buy.

Today's consumer has high expectations for quality, convenience, selection, and customer service. The ability to proactively fulfill these expectations will ensure that Circuit City can deliver profit margins by continuous growth in its consumer base.

Segmentation

Marketing segmentation is dividing a market into submarkets in which each submarket has different needs and wants and targeting these submarkets with different products. Sometimes products aimed at diverse segments are only slightly different, but enough to make buyers feel that they are purchasing products to satisfy their needs and wants better than an average product. For example, Tylenol, Advil, Bufferin, Aleve, and similar over-the-counter products are essentially the same, with some variations aimed at different target ...