Business Research - Rwt-1

Only available on StudyMode
  • Download(s) : 40
  • Published : December 16, 2012
Open Document
Text Preview
Business Research Report

E-Commerce: The future of ABC Corporation.

A look into the features, advantages, and benefits of entering

the online sales arena in today’s retail market.

October 2012

Assessment Code: RWT1

Date: October 21, 2012

Table of Contents

Cover page…………….……………………………………………………………….….1

Table of contents……………………………………………………………………….….2

Executive Summary…………………………………………………………………….…3

Introduction…………………………………………………………………………….….4

Advantages and Disadvantages…………………………………………………………………………….5-6

Potential for Impact...………………………………………………………………….....7-9

Requirements……....………………………………………………………………....…..9-10

Recommendation…………………………………………………………………………11

Conclusion………………………………………………………………………………..12

References……………………………………………………………………………..…13

Executive Summary

ABC Corporation is a retail establishment that has attained a stronghold in the United States through brick and mortar stores. Desiring to increase revenue and broaden its customer base, ABC is currently entertaining the idea of entering the online sales arena. Allison Enright, (2012) Editor of Internetretailer.com, states that,” U.S. e-commerce sales accounted 5.1% of total retail spending, according to an estimate released last month by the U.S. Department of Commerce. It is the first time that e-commerce as a percentage of total retail spending has topped 5%.” These figures suggest ABC’s desire to break into online markets is both timely and fiscally sound.

With ever increasing demands on time, today’s consumer is focused on maximizing efforts in the most efficient way. Convenience is the primary motivation for online shoppers according to Bernadette Tracy (2000) from MediaLife Magazine. Price is a secondary concern. By entering into the online market ABC Corporation will be better able to meet the ever changing needs of their already established customer base as well as seeking the business of new customers currently outside the target market of their brick and mortar stores.

As an established retailer ABC Corporation has the benefit of brand recognition to aid in the launch into the online market. A strong and focused marketing strategy showcasing ABC’s ability to offer convenience and value for quality merchandise will be a key factor in capturing the interest of their current customer base as well as standing as an introduction to the world as a global retailer. This venture has the potential to significantly increase profits as well as the likelihood of obtaining new consumers.

Introduction

The primary agenda of ABC Corporation is to enter into the online market. At the request of the Board of Directors, ABC’s Executive Research and Development team has conducted research to make a recommendation as to if ABC should proceed with the development of the before mentioned online marketing campaign. In this report, data collected shows trend forecasting models into the year 2016 project a significant increase in online purchases each year. In order to successfully capture a share of the online market, ABC will need a strong marketing plan as well as dedicated staff to ensure multiple online marketing platforms are properly utilized.

The following data will highlight the research compiled on e-commerce ventures and platforms most advantageous to the goals set forth by ABC. This report will be focused on 3 primary components vital in determining the course of action necessary for the ABC Corporation to take in order to ensure a successful entry into the market.

• The advantages and disadvantages of doing business in an online marketplace.

• The potential impact of an online campaign.

• The requirements to successfully market a new online venture.

By using the conclusions rendered from this research, ABC will be better enabled to streamline marketing efforts to offer consumers the...
tracking img