E-Business Mkw1601

Topics: Electronic commerce, Customer relationship management, Customer service Pages: 10 (3124 words) Published: April 2, 2013
Table of Contents
3.1Possible Internal Organization Functions2
3.1.2Sales and Marketing2
3.1.3Customer Service3
3.1.4Logistics and Warehousing3
3.2Possible Firms, Suppliers and Business Partners3
3.2.1Business partners3
3.3Possible Business Processes4
3.3.1Integrated Accounting Platform4
3.3.2Order Fulfilment4
3.3.3Customer Relationship Management4
3.4Possible Technologies4
3.4.1Hardware, Software and Network and Telecommunications Technology5
3.4.2Payment systems and Security Technologies5
3.5Value of the e-business system6
3.5.1Tangible benefits6
3.5.2Intangible benefits7
3.5.3Alignment with company vision/mission/strategy/objective8
4.Possible e-business issues9
4.1Security and Privacy Issues9
4.2Marketing Issues9

1. Introduction
As Seen On Screen or known as ASOS is a global online fashion and beauty retailer. It deals customers a wide variety of products through its official website, www.asos.com. ASOS was founded in June 2000 by Nick Robertson and Quentin Griffiths. ASOS, the UK’s largest online and retail store, offers clothes, footwear, accessories and beauty with over 40,000 branded and its own label. ASOS mission is to inspire and power people’s fashion discovery. As the fastest growing online retailer, ASOS attracts 16.6 million visitors, 8.7 million registered users and 4.7 million active customers from 160 countries as at 30 June 2012 (ASOS, 2013).

2. E-marketplace
ASOS is a private sell-side e-marketplace as it uses website to sell their products to the individual buyers (B2C) and businesses (B2B) (Turban et al., 2012). The transactions are defined as one-to-many since one company is dealing with many buyers (Turban et al., 2012). ASOS also acts as an intermediary for individuals, brands and small business who want to sell their product to a wide range of buyers by creating boutiques or listing their products on their website with charges so their products will appear in the ASOS’ e-catalogue.

3. Organization
4.1 Possible Internal Organization Functions
4.2.1 Finance
ASOS’ finance team controls the economic management within the business to lead ASOS to be the number one global online fashion retailer. Across the function there are a diverse range of roles from Accounts Payable Assistants to Buying and Merchandising Analysts, from Finance Managers to Tax Accountants (ASOS, 2013).

4.2.2 Sales and Marketing
ASOS need to respond to their customers’ ever-changing interests, passions and tastes. To connect between products and customers, ASOS engaged through social media such as Facebook, Twitter, Instagram and others. Several studies have acknowledged the importance of social networks as business conduits; it found that viral product design features can indeed generate econometrically identifiable peer influence and social contagion effects (Sung-Hyuk, Soon-Young, Wonseok, & Sang Pil, 2012). A dedicated commercial teams work with public relation, magazine teams and advertisers in order to ensure and match with the audience preferences. Briefings, brainstorms, and reviews will help ASOS to learn and improve their marketing methods. Besides, ASOS also cooperate with the international team including marketing department to keep creative and attractive towards their six (6) international sites.

4.2.3 Customer Service
Customers may have some questions regarding their shopping activities. Therefore, ASOS has developed their website to assist customers by clicking away in ‘Help’ section. If the answers are not there, customers can send email ASOS via ‘Contact Us’. Once customers’ query has been received, ASOS will respond within four (4) hours. Or alternatively, customers are able to approach ASOS via Facebook and...

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ASOS. (2013). ASOS Discover Fashion Online. Retrieved from www.asos.com
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Croxton, K. L. (2003). The Order Fulfillment Process. International Journal of Logistics Management, 14, 19-32.
CMA. (2013). Content Marketing Association: Showcase. Retrieved from http://www.the-cma.com/showcase/asoscom
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Sung-Hyuk, P., Soon-Young, H., Wonseok, O., & Sang Pil, H. (2012). A Social Network-Based Inference Model for Validating Customer Profile Data. MIS Quarterly, 36(4), 1217-1237.
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