Ikea Case Study Ebusiness
TABLE OF CONTENTS
1 Theoretical Analysis 3 1.1.Background 3 1.2 Literature review 3 1.2.1 Click and Mortar Strategy- integration of two channels 4 1.2.2 Transaction-based and trust-based strategy 6 1.2.3 Corporate website & e-commerce system 7 1.2.4 Summary 9
2 Strategy analysis 11 2.1 Business idea 11 2.1.1 Business Model 12 2.1.2 Vision 14 2.2 Global Strategy 14 2.3 Future challenges 15
3 Web site analysis 16 3.1 Informative communication 16 3.2 Structure, Navigation and visuality: 17 3.3 Information accuracy, security and trustworthiness of the site 18 3.4 Web shop 19 3.5 Personal opinion 20
4 Conclusion 21
Referencess 23
1 Theoretical Analysis
E-commerce concept goes beyond “the selling and buying goods on internet”, on the contrary, e-commerce involves distinctive strategic positioning and business process restructuring as well as the revolution of market places. Retailing industry is one of the key areas of e-commerce. Established retailers tend to implement a click and mortar approach to e-commerce, integrating both online and offline channels. This case study shows how a global brick and mortar retailer has successfully applied e-commerce strategy in its business processes and how it has integrated both channels with existing resources.
1.1.Background
The internet users are growing robustly. Since 2002, the internet use has grown by 18% yearly, till now, over one billion people using the net. ( Nielsen NetRatings 2006). The great increase of internet-using populations intrigues the dramatic growth of e-commerce activities which make a rapid transformation in market places. Retailing is one of key areas. In the interest of benefits of e-commerce, established store retailers gradually develop different approaches to e-commerce. A review of previous studies shows that the brick and mortar retailers adopt a click and mortar approach , converging two modes of channels, in aims to offer products and services
1 Theoretical Analysis 3 1.1.Background 3 1.2 Literature review 3 1.2.1 Click and Mortar Strategy- integration of two channels 4 1.2.2 Transaction-based and trust-based strategy 6 1.2.3 Corporate website & e-commerce system 7 1.2.4 Summary 9
2 Strategy analysis 11 2.1 Business idea 11 2.1.1 Business Model 12 2.1.2 Vision 14 2.2 Global Strategy 14 2.3 Future challenges 15
3 Web site analysis 16 3.1 Informative communication 16 3.2 Structure, Navigation and visuality: 17 3.3 Information accuracy, security and trustworthiness of the site 18 3.4 Web shop 19 3.5 Personal opinion 20
4 Conclusion 21
Referencess 23
1 Theoretical Analysis
E-commerce concept goes beyond “the selling and buying goods on internet”, on the contrary, e-commerce involves distinctive strategic positioning and business process restructuring as well as the revolution of market places. Retailing industry is one of the key areas of e-commerce. Established retailers tend to implement a click and mortar approach to e-commerce, integrating both online and offline channels. This case study shows how a global brick and mortar retailer has successfully applied e-commerce strategy in its business processes and how it has integrated both channels with existing resources.
1.1.Background
The internet users are growing robustly. Since 2002, the internet use has grown by 18% yearly, till now, over one billion people using the net. ( Nielsen NetRatings 2006). The great increase of internet-using populations intrigues the dramatic growth of e-commerce activities which make a rapid transformation in market places. Retailing is one of key areas. In the interest of benefits of e-commerce, established store retailers gradually develop different approaches to e-commerce. A review of previous studies shows that the brick and mortar retailers adopt a click and mortar approach , converging two modes of channels, in aims to offer products and services
References: 3. Birkhofer, Schogel, Tomczak; Transaction- and Trust-based strategies in E-commerce. Electronic Markets, 2000, Vol.10 Issue 3,p169-175 4