12-01-2013, 04:59 AM
You are an E-Commerce consultant and have been contacted by the owner of an established high street jeweller. She currently has one shop in a major city in your region, where she sells a range of high price, exclusive watches and jewellery.
She is keen to explore the possibility of setting up an e-commerce website (provisionally called TOTW – Timepieces On The Web) in order to sell a variety of timepieces including watches and clocks online.
She intends, in the first instance, to sell only a limited number of timepieces online, which break down into the following categories:
Exclusive watches;
Children’s watches;
Clocks for the home.
She already has agreements to act as an agent on behalf of the following watchmakers:
Exclusive – Rolex, Omega, Tag and Breitling;
Children – Cactus and Speedo;
Clocks – Karlsson and London Clock Company.
The owner is keen to explore the potential for e-commerce to grow her business. In particular she wishes to gain an understanding of the following issues:
How a SWOT analysis might help to gain a better insight into whether the proposed business model of selling timepieces online is appropriate as an e-commerce application.
How to ensure that the TOTW e-commerce site is able to stand out from the competition faced from other online watch and clock retailers.
The possible countermeasures that can be employed to address the range of online security threats that she has read much about.
How to measure the benefits that can be delivered through the launch of an e-commerce site.
She has asked you to undertake a feasibility study in order to address the above points.
Assignment
The jewellery shop owner has asked you to prepare the following outputs from your feasibility study:
1. A briefing note that explains how a SWOT analysis can be used to validate the business idea for the TOTW e-commerce site.
2. A short presentation of no more than 15 minutes which will address some of the key marketing issues in relation to how the new TOTW e-commerce site might be found by potential customers who are surfing the web. In particular the presentation should address search engine placement, domain name considerations and branding issues.
3. A document that provides guidance on some of the key aspects of a security policy.
4. An overview of the possible approaches that can be taken to measuring the benefits arising from the operation of the TOTW site.
5. A note that discusses some of the issues associated with the use of cookies by the TOTW e-commerce site.
eBusiness March 2013 Final
NCC Education 2013
Task 1 - 5 Marks
You need to do some research to familiarise yourself with the subject area and to gain some ideas about how you can carry out the rest of the project. There are a number of e-commerce sites that sell watches and clocks online. Use a maximum of 1 hour to review these resources. Bookmark the relevant sites and make notes of information that you can use in your assignment.
Task 2 – 5 Marks
Produce a project plan for the way you intend to complete the rest of this assignment. For planning, use the timescale you have been allocated for this assignment i.e. from the date you start to the date you submit your assignment. Submit a copy of your plan to your tutor BEFORE you proceed further with the assignment.
Task 3 – 22 Marks
Write a briefing note of no more than 750 words that explains the concept of a SWOT analysis and how this technique can be used to validate the business idea of the TOTW e-commerce site to sell timepieces online. The note should include:
A definition of a SWOT analysis
Why it is a useful tool to validate an idea for an e-commerce application
An overview of the four specific areas that a SWOT analysis will investigate, with a brief explanation of each
One specific example for EACH of these areas of the possible findings of the SWOT analysis when looking at the potential for the TOTW site
Task 4 – 20 Marks
Using PowerPoint or a similar tool, prepare a maximum of fifteen slides that could be used to form the basis of a presentation to outline the key issues in ensuring that the new TOTW e-commerce site can be quickly and easily found by prospective customers. In particular the presentation should:
Explain what search engine placement is and how can it be used to ensure that the e-commerce site is listed as high as possible in search results.
The importance of a domain name to a successful e-commerce site. This should also include your recommendation for domain name for the TOTW site – ensure that this is not currently used by another online timepiece supplier.
The importance of branding to an e-commerce site
Task 5 – 18 Marks
Put together a note of no more than 500 words, which explains why it is important that a security policy addresses each of the following three issues:
Authentication
Access control
Data integrity
eBusiness March 2013 Final
NCC Education 2013
Task 6 – 15 Marks
Produce a list (no more than 500 words) that briefly describes FIVE (5) different ways in which the benefits of an e-commerce site might be measured. In addition you should recommend the most appropriate way of measuring the success of the new e-commerce site (please note that this may be one or a combination of the different approaches you have previously listed). You should give the reasons for your choice.
Task 7 – 15 Marks
Undertake research on the web to gain an understanding of the new European Union (EU) Cookie Law that was introduced in May 2011 and became effective in May 2012. Use the information you have gathered to explain what a cookie is intended to do and to summarise the key points of this new legislation in no more than 250 words. In addition, you should draft a statement (of no more than 250 words) for inclusion on the new TOTW e-commerce site that will ensure the site complies with the requirements of the new legislation.
Guidance
This assignment will allow you to demonstrate your understanding of the ways in which e-commerce can add value and bring new benefits to an existing business that already sells products to an established customer base. It will also enable you to show an understanding of the potential for e-marketing and identify how to select an appropriate domain name for a new online business.
If you are unsure about any aspect of the assignment, then consult with your tutor/lecturer prior to commencing Task 2 of the assignment.
The total word count for this assignment should be 3000, plus or minus 250.
Submission Requirements
1. A word-processed, printed document containing all the written components of the assignment (Tasks 1, 2, 3, 5, 6 and 7) signed and dated by your tutor/lecturer.
2. A printed version of the presentation you have prepared for Task 4.
3. A copy of all the electronic material (Tasks 1-7) on appropriate medium (floppy disk, zip disk, CD-ROM etc.).
Warning: All media must be virus free!
Media containing viruses, or media which cannot be run directly, will result in a FAIL grade being awarded for this module.
You must read and understand NCC Education’s policy on ‘Academic Dishonesty and Plagiarism’.
You must complete the ‘Statement and Confirmation of Own Work’ form and attach the completed form to your assignment.