Analysis of an E-business

Essay by anakin007University, Master'sA, February 2005

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Table Of Contents

EXECUTIVE SUMMARY ABOUT COMPANY 1

MARKETING & WEB PRESENCE 6

SWOT ANALYSIS 14

TECHNOLOGY 18

INTERNATIONAL, LEGAL, & ETHICAL ISSUES 25

CONCLUSION 31

EXECUTIVE SUMMARY

This project investigates the web based business of a well known Canadian based retailer, Futureshop.com. The main objective of the Futureshop e-commerce website is to be at an international level of business and to enhance its marketing capabilities. Our team analyzed the website of Futureshop. This company's presence on the web was established in 1995 and represents a reflection of all goods and services delivered by Futureshop to its customers. Futureshop. By the end of the project we have given our conclusions and recommendations concerning modifications to be introduced in order to improve the e-commerce of Futureshop.

In order to achieve our objective the consulting team first looked at the company background and analyzed Futureshop's current value chain activities and the revenue model being used.

An examination of the various methods they use in order to market and promote their website was conducted. This was achieved by looking into aspects of market segmentation, web presence, and specific advertising used at Futureshop's webpage. Our team also studied the legal, ethical and cultural issues pertaining to Futureshop. Now for each of these sections of analysis we performed a SWOT analysis in order to characterize our most important findings. By using our SWOT analysis we were able to propose recommendations which are suggested to improve the business.

Background:

Established in 1982, Futureshop had become today Canada's largest electronics retailer. During these 20 years, Future Shop has grown from a "one store operation" located in Burnaby, British Columbia, to Canada's largest, fastest-growing national retailer of consumer electronic products for the digital age with more than 100 stores from coast to coast and still growing. (Their annual...