Case Study Business Communication

Question: Case study about the business communication. Answer: Introduction Horsewear is the horse riding apparels that are essential for horse riding and maintenance of the balance of the riders for a comfortable ride. While riding a horse, the rider shares an affinity that is in perfect harmony with the horse and sharing of trust. The understanding clarity for mastering the horse requires paramount skills and that are made easy with the horsewear. This is the reason that these apparels have immense popularity among its users and have a huge market demand with profitable returns that requires an even bigger stage for its sale. Therefore, the present report will focus on the setting up of an ecommerce business by an existing business owner in the similar category and will discuss the potential steps involved in it. Background Electronic commerce or ecommerce is a form of business model that enables an organization to carry out its business activities through internet network. It facilitates the trading process of the consumer goods over the internet and utilizes the World Wide Web for a part of the life cycle of the transaction. Offline business suffers from geographical limitations that can be easily overcome with ecommerce transactions (Chiu et al. 2014). The business run by Amanda is directed to public without the involvement of any other retail store. For boosting up her sales, she can adopt an online platform where she can reach out to millions of customers without any geographical boundaries and interferences. eCommerce Systems In the present time, ecommerce is a versatile platform to organize a business, large or small, as it helps the entrepreneurs to reach millions of customers much easier and faster over the internet. Implementation of the system of ecommerce tends to increase the profits margin, as the substantial costs of start-up and operation are relatively low. It makes the working time more flexible and can allow the entrepreneurs to invest more in other aspects of the business. The Meaning of eCommerce The process of ecommerce is carried out by the utilization of a number of applications that includes online catalogs, emails, EDI, shopping carts, web services and file transfer protocol. Outreach and business-to-business activities are the core activities of this type of trading ventures using unsolicited advertisements and emails to the business prospects and consumers. It also connects with the subscribers by sending out newsletters and the consumers are enticed directly using the online tools like targeted advertisements, social media marketing and digital coupons (Fang et al. 2014). Security issues in the business can be easily addressed by authentication of the business transactions by the implementation of the security technologies like two-factor authentication and secure sockets layer. This serves to enhance and ensure the effectiveness, privacy and security of the system of ecommerce and increase the customer satisfaction and security. Controlling the access to webpage resources and encryption of the communications can further help in fraud detection system that can assure the customers regarding their financial transactions and keep them worry free. All these features of business advantages and security can add appeal to her business (Huang and Benyoucef 2013). Presently, the business of Amanda is restricted to the horse events and the verbal publicity by the previous customers. The arena of advertisement is restricted to the horse riding organizations and pony clubs. eCommerce can add substantial advantages to her business and can leverage her sales profi le. Issues and Benefits Although ecommerce is beneficial to the business and the entrepreneur, it is associated with issues and challenges. Since it is a new technology to be added to the organization, there is always a probability of staff resistance to the change. They develop the notion that introduction of this novel approach to sales might make them lose their job. Therefore, they offer resistance to the introduction of this new concept in the organization (Galliers and Leidner 2014). It is very much essential to have trained technical staff for the maintenance of the site for ecommerce. Previously, Amanda used to supply the horsewear commodities directly to the public and her staff members were unskilled. However, now she will require a trained crew of staff members to support the information system required for carrying out the business. Another issue of ecommerce is online marketing, as this is crucial for including the customers who are already in the process of buying products online. Capturing th e online markets is essential for the business to flourish (AlGhamdi, Drew and Alkhalaf 2012). The biggest benefit of introducing ecommerce to an organization is improved customer satisfaction. It provides the business with a 24*7 trading environment that gives greater access to the products of the organization (Bamborough et al. 2014). The customers are given the privilege to shop anytime according to their flexibility and convenience. Online shopping keeps the business ahead of its competitors as they can trade online, apart from offline. The profit margin also increases as the retail store expenditures are curtailed (Yu and Law 2012). Therefore, Amanda can continue her business of direct selling to the customers, but now on a much larger scale. Current Trends and Examples in eCommerce The current trends in ecommerce suggest that real time data analytics provides immense resources in determining the performance of the business. Traditional analytics was a time-consuming process and slowed down the process. With the real time data analytics, the shopper and customer behavior is monitored and the problems are identified in the sales funnel (Jiang, Cui and Faloutsos 2016). Video marketing is another example of a current trend in ecommerce where optimized product descriptions create greater appeal for the consumers and takes the business to the next level. Mobile commerce is the latest version of ecommerce where live chat support is the immediate connection point (Alvarez-Rodrguez, Labra-Gayo and de Pablos 2014). Consistent and reliable advice to the customers can make them loyal over the period. Personalized and data based experiences of shopping are the new norm for online shopping and customers appreciate the customized suggestions of the product. The ecommerce site remembers the preferences of the customers and offers lesser friction to the journey of the customers in the decision of purchasing. It provides the business the right content at the correct time for increased customer satisfaction (Snyder 2013). Recommendations Starting up an ecommerce trading for horsewear by Amanda should begin with the making of a domain name and website. ABC can efficiently provide this as they are the expert in providing solutions for information systems. The business should be registered with proper license and permits. Choosing the right software will give the initial boost to the business. The inventory needs to be stocked up with enough supply for future orders and the business must stay in compliance by taking into consideration the benefits versus the costs. It should be updated over time. Amanda must take into consideration that not only the technical aspects but also the people associated with the business are also vital. Trained and skilled personnel should be appointed who are well versed with the system of ecommerce for managing the various responsibilities of the horsewear business, with a collection of relevant information. Conclusion From the above information, it can be summed up by saying that ecommerce has a huge impact on the society and economy. Business to business is the rapidly growing ecommerce type of business leading to lower cost and improving the efficiency of the business economically. Apart from boosting the sales, ecommerce also promotes employment growth. Horsewear apparels like dressage overalls, hats and silk riding tops are the primary items that Amanda wishes to sell via ecommerce and implementing the above recommendations in her business can help her set up the business. This report will guide her about the requirements of the ecommerce business and will give her an impression of the issues and benefits associated with the business. 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