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Midterm – 2010 – Electronic Commerce
Please complete the Case study listed below. Resources can be found online at: www.course.com using the following ISBN: 9781418837037. The case study is at the end of Chapter 7, CS – Ellasaurus Products Enterprises. Please use the guidelines listed below with double spacing and list all references used. References can be online sources as well as printed materials. Midterm Project is due: Friday, March 5, 2010.

CS. Ellasaurus Products Enterprises

Ellen Carson is the author and illustrator of a successful series of Children’s books that chronicle the adventures of Ellasaurus, a 4-year-old orange dinosaur. Ellen has done well with the books, but her business advisors have told her that she could earn considerably more money by creating a merchandising business around the Ellasaurus character. Following this advice, she has created Ellasaurus Products Enterprises (EPE), a company that has begun developing and marketing Ellasaurus toys, stuffed animals, coloring books, pajamas, and Halloween costumes.

EPE has had some success in its attempts to get major retailers to stock the Ellasaurus product line, but Ellen is concerned that retailers might not be willing to take on a new and unproven product. She would like to create a Web site through which EPE could sell its merchandise directly to customers. She also sees the Web site as a way to build customer loyalty. Ellen envisions a site with a number of portal features in addition to the product sales. Fro example, she would like to offer online games, chat rooms, e-mail accounts, and other activities that would promote EPE products and her books.

The Ellasaurus book series appeals to children that are between 4 and 6 years old. Ellen expects the EPE product line to appeal to children in about the same age range. Ellen has visited sites such as Hello Kitty and Nick Jr., which appeal to similar age groups, to get ideas for the site. She would like the site to be...
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