The eCommerce Proposal

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Prepared by: Group A: Martin Flynn, Matthew Jacobs, Vivek Jeromias and Dirk OlivierDate: 15th November 2012 Executive Summary
The purpose of this document is to provide an E-Commerce proposal for the A1 Camping Store. Porter’s Value chain, Porter’s Five Forces, E-Commerce models and Pure and Partial E-Commerce are described in relation to the A1 Camping Store and identifies the various departments that will be affected, the competitive forces that need to be recognised and the different models of E-Commerce. After due consideration was given to the issues identified, the report concludes with various recommendations for implementation at A1 camping store that will lead to an effective E-Commerce solution.

Executive Summary2
Porter’s Value Chain4
Support Activities4
Primary Activities4
Competitive Advantage (Porter’s five forces)5
Supplier power5
Buyer power5
Competitive rivalry5
Threat of substitution5
Threat of new entry5
Pure and partial E-Commerce6
Types of E-Commerce6
Business-to-Consumer (B2C)6
Business-to-Business (B2B)6
Mobile-Commerce (M-Commerce)7
Solutions and Recommendations7
Annexure 18
Annexure 29
Annexure 310

A1 Camping Store expressed their requirement for an E-Commerce solution. The purpose of this document is to provide an E-Commerce proposal to fulfil this requirement. The report will explore Porter’s Value Chain to identify the business departments that will be involved; Porter’s Five Forces to take into consideration the competitive forces in the market, different E-Commerce models to ensure the correct models are used for the solution and the differences between pure and part E-commerce models to determine the extent of digitisation. Based on these findings, solutions and recommendations will be presented to the management of the A1 Camping store.

EFFICIENCIES: Porter’s Value Chain
Support Activities
For A1 Camping to implement a successful E-Commerce offering, it is important that the whole Value Chain (Porter 1998) is carefully studied. The visible component for customers and other third parties will be found in the Primary Activities; however the Support Activities will play an equally important role in enabling the Primary Activities and improve efficiencies. At A1 Camping Store, the Development and Procurement departments will need to be involved in the procurement of necessary equipment and development of the E-Commerce solution. The Finance department will be looking at the order and payment systems to make the necessary adjustments. Primary Activities

The visible E-Commerce strategy for the business will be focused on the following areas: Marketing and sales: A website should be established to enable customers from various geographical areas to view and order products online and complete payment. Service: Before and After Sales service can be incorporated into the website where functionality can be developed for customers to complete digital enquiries for products, get quotes, ask questions relating to delivery or payment terms and request after sales service. Suppliers: A Business to Business (B2B) platform will be implemented to allow for online ordering of supplies and the ability to pay and initiate queries digitally. Refer to Annexure 1 for a visual model of this Value Chain

Competitive Advantage (Porter’s five forces)
Porter’s five forces is a modest but influential tool for understanding where...
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