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E-Business at Yoox.Com

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E-Business at Yoox.Com
Contents
Executive Summary 3
Introduction 4
Introduction to Chosen Company 4
Online Branding 5
Online Branding of Yoox.com 6
Ease in Using Website 7
Ease in Using Yoox.com 8
Role of e-Commerce in the Success of Yoox.com 10
Conclusion 11
Recommendations 12
References 13

Executive Summary
E-commerce has changed the business style in the recent years. More businesses are moving towards selling their products online through websites.

This paper examines the e-business strategy of Yoox.com, a fashion e-tailer that sells its products through website online. I wanted to explore the online branding strategy and ease of use of the company website. For this purpose, I reviewed literature about online branding and ease of use of website.

In line with this literature, I analysed both the areas of the company and found that the company is using most of the aspects of the online branding except it lack in providing the customers with a facility to leave their feedback about different products. While analysing the company website, it was noticed that some pages of the website have different navigation and lack in providing search facility for the customers.

At the end of the paper, it has been recommended to Yoox.com to allow the customers to leave feedback about different products as it will make the company more customers oriented. Furthermore, I have recommended Yoox.com to use same navigation in all the web pages and provide search facility to the customers in all the pages of the website as it will make the use of website very easy. Introduction
Liao & Cheung (2002) state that in the last few years, technological advancements have played a major role in the changes in business. They believe that due to improvements in technology, most of the businesses have updated their marketing, management, customer services systems and the manufacturing processes. Chaffey (2006) says that internet is a source that links a number of computer


References: Fill, C., 2005, Marketing communications engagement, strategies and practices, Pearson Education Ltd Gao, Y Gelder, S., 2003, Global brand strategy, Kogan Page London UK Ind, N., 1997, The corporate brand, McMillan press London UK Kotler. P. Keller. K., 2006, Marketing management, Pearson Education Ltd Liao, Z McLean-Conner, P., 2005, Customer Service: Utility Style, PennWell Books Nelson, M Sears, A. Jacko, J. 2008, The human-computer interaction handbook: fundamentals, evolving technologies and emerging applications, 2nd Edition, CRC Press Sobh, T
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