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E-COMMERCE STRATEGIES

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IntroductionStanding at the age of modernization, the internet has become the only way to explore the

various opportunities for business. The concept of e-commerce strategy or e-commerce website

is now the most reliable way for boosting up the business and for increasing the customer

satisfaction (Nica, 2015). Focusing on this concept of the e-commerce strategies, this study aims

to develop an implementation plan for e-commerce strategies on the behalf of the online ticket

booking system of Lions cricket ground. With this aim, the study focuses on assessing the

expectations of the internet customers and its impacts on the business organizations. Another

most important objective of this study is to develop the e-commerce strategies, evaluating the

risk factors in these modern business strategies.

Task 1

P1.1 critically discuss the expectations of internet customersWith the fastest growing business system, the expectations of the customers are also growing

faster holding the hand of information technology. In such way, when it comes to the matter of

any international business organizations, then the customer expectations increase more about the

services. The scenario of Lions cricket ground is also indicating that and their customer interests

on the international ground has led them to adopt the e-commerce website strategies.

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Figure 1: Customer expectations for online services

(Source: Leong et al. 2016)

Expectations for online booking and service instantly: The customers of Lions international

cricket ground have the higher expectations for online ticket booking instantly. In the modern

day business system, there is nothing more profitable than to provide customer service instantly

over the internet and within minimum time. It is, therefore, the prior concern of the

organizations, who adopt the e-commerce strategies, to make their websites or other applications

customer friendly (Turban et al. 2017). For instance, the e-commerce website strategy of Lions

Cricket Ground must have the website or applications, through which the complications of

manual ticket booking can be overcome.

Mobile compatible websites: In the age of smart technologies, the Smart implementations should

also be brought into the e-commerce strategy planning. Mobile compatible websites are the ways

to implement this smart technology. It is because, the customers, especially the young customers

want the fastest services, as the fastness of their lifestyle. Moreover, they feel more comfortable

with mobile applications for online services from anywhere at any time. Moreover, this is the

best way to attracting more customers and increase the customer communications (Galliers and

Leidner, 2014). Most importantly, a mobile application is the easiest way to access the services

of the e-commerce websites instantly.

Safe transaction: Cyber security is the major and prior expectation of the customers while using

online services. It is because, with the development of the smart technologies, the risk of

transactions has also been increased. The organizations should stay liable to ensure that the

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customers are doing safe transactions because, at the time of online transactions, the account

details of the customers and the business data can be at the risk to be hacked. Therefore, the

customers will also expect that the company has developed the websites or the applications with

all safety measures for safe online transactions (Cao et al. 2015). It is also relevant to the

upcoming mobile compatible websites of Lion Cricket ground. It is an international customer

base, where the risks of fraudulent transactions are at its height. Therefore, they have to plan a

secure online booking system by protecting their intellectual properties.

Searching for more privacy:

Next, to the safe online transactions, the customers of online services of the organizations will

expect to maintain privacy, while searching for the applications. Moreover, when they are

entering their personal data for online shopping or online booking services, the data should be

private and the fraudulent activities can be prevented (Yu et al. 2014).

Multiple services: e-commerce websites or applications should not be designed for limited or

single service but it should provide multiple services with the just single click. There should be

services, which can satisfy the customer expectations from all perspectives. Therefore, the e-

commerce websites of Lion Cricket ground should not only provide the online booking services

but also the other services like the business with the club, sports update and other entertainment

services (Huang and Benyoucef, 2013).

Live chat and linking with the social media: It is the fastest and most modern way to increase the

credibility of the customer services. It is obvious that while using the websites or applications,

the customers will look for the guidelines from the customer care executives (Ngai et al. 2015).

Therefore, it should be the concern of Lions cricket ground authority to arrange customer

supports, while adopting the e-commerce strategies. Beside this, social media is the biggest

platform, which the young generations are looking for, to express their statements about the

services. This leads the business organizations to link their e-commerce strategies with the social

media.

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P1.2 critically assess the potential impact of common applications on an e-commerce business

Figure 2: Common applications for e-commerce business strategies

(Source: Yu et al. 2014)

The above applications are commonly used by the business organizations, who are directly

involved in the entertainment sectors. Therefore, they have the direct communications with the

customers and the impacts of these applications can be best understood by the fulfilment of the

customer satisfactions (Fang et al. 2014).

Online Shopping: Online shopping is the potential side, which an organization can have through

e-commerce strategies. As it is shown in the case of Lions Cricket Ground that both of the

management and the customers are facing complications for manual buying and selling tickets

internationally. Therefore, the online shopping over the e-commerce websites will be able to

attract more customers from the international background (Cao et al. 2015). Moreover, many of

the customers are not willing to show interest to go for watching the cricket abroad because of

the complications in booking the tickets. It will be effective for the organization to make a new

customer base without increasing marketing costs and times. Online shopping is the best way to

develop the business as more cost-effective, which can attract the foreign investors for expanding

the business areas.

Order Tracking: This e-commerce application increases the reliability of the customers on the

online services of the organizations. For instance, after the adoption of the e-commerce websites,

the customers of Lions Cricket ground will be able to track the order from booking to the end of

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the validity of the tickets. This order tracking system also makes the management able to provide

the services in the more organized way without failing to attend a single step. The website

developers always prefer to create the codes for the individual orders of the customers. This is

also beneficial for the company to track the orders and the delivery system or other information

instantly in case of any emergency (Chaffey, 2015).

Electronic Tickets: Next to the order tracking, through the electronic ticket system, the

organization can increase the customer satisfaction (Galliers and Leidner, 2014). Unlike, the

paper tickets, these electronic tickets do not have the risks to be stolen or lost because these are

stored safely in the database. Lions Cricket Ground can easily distribute their electronic tickets

worldwide without creating any limitations. Through the electronic tickets, the management can

provide more credible information about the matches and the seats, which is beneficial to reform

the selling strategies without increasing costs for advertisements (Ngai et al. 2015). This online

ticket system creates a beneficial way for the organizations to display the tax systems to the

customers and their business partners.

Social Networking: This is the most common and popular e-commerce applications, used by the

organizations. Social networking provides the platforms for the management for showing their

business goals and interests to both the customers and the industrialists. Lion Cricket Ground,

being a newly built cricket ground needs to link their e-commerce strategies with the social

networking sites for the expansion of their business internationally (Rawat and Divekar, 2014).

Newsgroups: Newsgroups of the Lions Cricket Ground can now publish their news directly on

their e-commerce websites for keeping the users updated daily. It will be beneficial for the users

or the business partners to get any specific news from the websites instantly (Mohapatra, 2013).

The extra expenses to publish the news can be saved by using the online news sections of the

websites.

Online Banking: Business investments and transactions get faster through online banking and the

management can operate their bank accounts at any time from anywhere.

Teleconferencing: It is the most expanded way of expanding the business. For the business to

business and business customers programme, it is the briefest and easiest way.

Instant Messaging: Through instant messaging applications, the company can send any service

related messages to the customers, such as booking code, generation of ticket numbers,

confirmation message and any changes in match schedule (Da Costa, 2016).

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Domestic and international payment services: As Lion Cricket, ground can only use the

domestic payment services while selling the tickets or doing the business transactions, after e-

commerce they will be able to use both domestic and international payment methods (Qin et al.

2014).

Task 2

P2.1 Plan an e-commerce implementation strategy for a company of your choice

Figure 3: Implementation planning for e-commerce websites

(Source: Laudon and Traver, 2013)

As the above diagram is indicating, Lions Cricket Ground has to focus on the different business

areas for the implementation of e-commerce websites/ticket booking. E-commerce initiatives are

interrelated with the customer segmentation, marketing strategies, and operational units.

Marketing strategies

Firstly, Lions Cricket Ground must bring modifications in the marketing strategies, regarding the

target market and promotional strategies. Until now, they have been working with the marketing

strategy for manual ticket booking, which is not so much expanded like e-commerce business

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strategies (Huang and Benyoucef, 2013). The following areas, on which the marketing group

needs to focus, are as follows.

Target market segmentation: Lions Cricket ground has to give the priority to the existing

customers at first and based on their expectations, they can segment the markets. As per the

business report of this company, it is to be stated that the marketing group can, first, identify the

nations, where the most of the people are fond of the cricket matches. Before that, the company

has to observe if there any major competitors in those markets, who are having more developed

online booking systems (Chen et al. 2014).

Customer segmentation or identifying the interest groups: The marketing group needs to

consider both the demographic and psychographic features to identify the interest groups to buy

the tickets online. Personal values and ideologies towards the online shopping are to be

considered at first before implementing the e-commerce websites internationally (Galliers and

Leidner, 2014). Secondly, the deviations between the age group should also be focused, as it will

be more profitable for the company to target the customer's groups, in which the young people

are more in numbers. In one word, as the interest groups, the group of young people can fulfil all

the demographic and psychographic characteristics of e-commerce strategies.

Web community as promotional strategy:

Figure 4: Web Community contents for promoting mobile compatible e-commerce websites

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(Source: Fang et al. 2014)

As Lions Cricket Ground is entirely new to adopt the online booking strategy and to develop the

mobile compatible e-commerce websites, building web community is the most beneficial way

for understanding the promotions. By the blogs in the web community forum, the research and

development of the market will be easier for the management. Most importantly, as the diagram

is showing, it can also be advantageous after launching the applications (Huang and Benyoucef,

2013). This web community is the major platform for the company to communicate with the

existing members of the company. On the other hand, by building the web community, the

company can reduce the advertisement costs for launching the e-commerce applications as it is

medium to collaborate with a maximum number of customers in minimum time and costs.

Usage of e-marketing software: Document control and big data analysis are two most important

inclusions of e-commerce strategies (Leong et al. 2016). Lion Cricket Ground can take the

access to different e-marketing software for different business performances more than online

ticket booking. Through the e-marketing software, it will be beneficial for the management to

implement more services that are automatic in the business and document control.

Supply chain strategy

Along with the marketing and promotional strategy, Lions Cricket Ground must obtain supply

chain strategy for fulfilling customer needs and business partnerships.

Customer satisfaction: Satisfying customer demands should be the prior factor for implementing

the e-commerce websites/ticket booking. Designing of the good process for booking the tickets is

the prior concern to retain the feasibility of e-commerce strategy (Turban et al. 2017). For that,

Lions Cricket Ground must adopt the good and authenticated software to do the safe

transactions. Security measurements should also be the integral parts of this e-commerce

website.

Responsive supply chain management:

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Figure 5: E-commerce supply chain management

(Source: Rawat and Divekar, 2014)

As the above framework is indicating, the e-commerce supply chain management should be

responsive towards the customer needs and delivery of the products. This is also the goal of the

e-commerce strategy of Lions Cricket Ground to overcome the critical conditions of the

customers to buy the tickets manually. In the supply chain management, demand planning should

be the major inclusion to identify the planning of the distribution of the tickets online (Ngai et al.

2015).

Partnership relationships with Suppliers: Along with the supply chain management, Lions

Cricket ground should build up a well-managed relationship with the partners for more

commercialization of the e-commerce ticket-booking website.

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Task 3

P3.1 Critically assess the risks of linking the business system to the internet

Figure 6: Obligations in implementing e-commerce in business

(Source: Daugherty and Hoffman, 2014)

Cyber security is the big question for adopting the e-commerce strategy by the business

organizations. Linking e-commerce website/ticket booking system with the business of Lions

Cricket Ground will also not be beyond these issues.

Global issues

Global issues such as hacking, terrorism, fraudulent activities, attacks of the malware are going

to be the obvious issues for linking the business to the internet.

Hacking: This is the most common risk for the digital marketing system in today’s world. The

hackers can easily get the access to the confidential data of the business by breaking the security

code of the organization's software. The customer's safety is also at the risk of adopting ten e-

commerce software as the customers have to enter some personal data, such as account details,

contact details and others (Chaffey, 2015). On the other hand, the credibility of the business data

and process are also at the risks of linking the business with e-commerce.

Terrorism: It is obvious that the databases of the international organizations consist of the

information about major industrialists and Government officials and they are the target of the

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modern day terrorist activities. E-commerce business strategy is the open way for the terrorists to

keep track on the movements of this personnel.

Attacks of malware and fraudulent activities: Injecting the malware into the e-commerce

software is the main source of the digital frauds. This malware do not only fetch the confidential

information but these can damage the entire system, which may not be retrieved. These impacts

of malware can also damage the customer accounts, which are synced with the e-commerce

software (Galliers and Leidner, 2014).

Security Breaches: Although the members of this e-commerce strategic planning are liable to

not to keep the information confidential, yet the risk of security breaches is always the big issue.

One of the common reasons for this is the open access of the business data to all of the members

and users (Jinzhao et al. 2015). The absence of identification system of theft increases this risk

more.

Liability issues: Liability issues mainly come from the side of trade contracts and the investors.

Through the e-commerce business website, the business organizations have to work with the

investors and contractors, based on the virtual business relationship. Therefore, there is always

the chances to connect with the fake contractors or the investors. It can cause huge losses in the

business (Cao et al. 2015).

E-contract enforceability: As it has been mentioned earlier that the trade contracts are made

virtually over the e-commerce strategy, therefore, the legal obligations are more in this. In the

most of the virtual trade contracts, neither the management nor the contractors obey the legal

issues for signing the contracts (Guo et al. 2016). The enforceability of the trade contracts is in

the question of liability because of the legal obligations.

Intellectual property rights: Along with the legal obligations in the e-contract, the intellectual

property right is also lost by linking the business with the e-commerce. With the risk of data

breaching, the protection of the intellectual property is also at the face of a big question mark.

P3.2 Explain the importance of protecting the intellectual properties of an organizationUnlike the physical resources, the intellectual properties should be protected in a special way for

protecting the tangible and innovative benchmarks of the company. There are mainly three ways

to protect the intellectual properties and these are also the integral parts of IP rights laws,

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Patents: Lions Cricket Ground must apply for the patents to the Government to secure their

rights to implement this e-commerce website/ticket booking (Nica, 2015). This protects the right

of the organization from the disclosure of the confidential documents.

Trademarks: This is a unique design or mark, which the company can only use by preserving all

its rights. For preventing the duplicity of the online tickets, Lions Cricket Ground can use the

trademark, which they can only design with a unique designing tool (Yu et al. 2014).

Copyright: Lions Cricket Ground should implement the copyright acts in their e-commerce

business strategy. The copyright act prevents other companies to copy the invention ideas of the

organizations (Mohapatra, 2013).

The importance of the intellectual property right can be understood while implementing the new

inventions. Protection of the intellectual property is the ultimate successful stage for the

implementation of the e-commerce strategy in the business activities.

P3.3 Critically discuss security measures to protect an e-commerce solutionAs per the provided case study there are several issues that can emerge regarding the system of e

commerce and therefore it is important to protect any ecommerce solution. Security is considered

as one of the major concern for any e commerce solutions of recent times. The users of the

solutions seek maximum protection regarding the security and the privacy of their data (Turban

et al, 2017). In order to safeguard the data and the interest of the consumers it is important for

any organization to follow measures in order to protect the data of the customers. E-commerce

security indicates towards the protection of the e commerce assets from the cyber criminals.

E commerce security is important to decrease the e commerce security threats and the threats can

be potential and foreign and the harm can be occurred by anyone having capability, technology

and intent to harm. Such threats are concerned with loss of privacy and private data of the

customers and data abuse or data misuse (Turban et al, 2017). Along with that it is also

concerned with cracking, eavesdropping and rootkits. Systematic unavailability and denial of

services are some of the characteristics that are caused by these threats. Considering the different

dimensions of e commerce security, it can classified into six different groups and that are:

● Integrity which implies prevention of the unauthorized modification of data.

● Authenticity or the authentication of the data sources.

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● Confidentiality which ensures protection against unauthorized data sources.

● Availability or prevention against the data removal and the data delays.

● Nonrepudiation or prevention against the non recognizable parties.

In order to protect the personal data of the customers it is important to maintain

confidentiality so that the personal information of the customers can not be accessed by any

unauthorized person and it is important to maintain the security in such a manner that it can

not be intercepted by the transmission (Turban et al, 2017). The integrity of the data sources

need to be protected so that the information or important data is not subjected to any

altercation during the period of transmission over the network. The data information requires

to have availability so that the data and the information can be accessed by the assessor

within a specific time limit.

Another important factor is encryption. In order to protect important data from unnecessary

altercation and improvisation it needs to be encrypted and decrypted by an authentic data

processor or data user. It is important to keep record of the data as well. In order to maintain

the auditability of the data needs to be recorded in a manner that it can be audited in order to

meet integrity requirements of the user.

The major security measures that need to be considered are:

● Encryption

Encryption is a very effective as well as practical measure that is necessary in

safeguarding the data from being transmitted over unknown networks. The process of

encryption is initiated by the sender and the sender encrypts the data with the help of

a secret code and that ensures that only a specific user can decode the data or decrypt

the data with the help of a specific code which is set by the sender.

● Security certificates

Security certificate indicates towards a specific kind of license or digital id that is

used in order to verify an particular user of any website.

● Digital signature

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Digital signature is considered to be one of the best security measures that can be

implemented by an organization in order to secure their data. It ensures the

authenticity of the data user and important information as well (). It refers to a

signature or specifically an e signature that is usually get authenticated through

password and encryption.

P3.4 Critically evaluate current e-commerce developments and assess their incorporation into an e-commerce strategy organizationAs per the provided case study lions does not had a customized website that can be used by the

users in order to avail the facility of online ticket booking (König et al, 2016). As this

organization is new in availing the trend of Ecommerce in their organization, it is important to

understand the current ecommerce developments in order to identify the aspects that this

organization can incorporate in their business system for better organizational outcomes.

In the market of ecommerce the customers seek innovation and therefore, the ecommerce designs

are subjected to continuous change and they are evolving in order to provide better services to

the customers. Ecommerce design methodologies also change according to the customer needs

and essential requirements. Some of the major current major developments in this arena are:

● Predominance of mobile: The consumers are very much mobile dependence and

growth of technology and internet have indicated the consumers’ interest of

incorporating their commencing through their mobile devices. Currently several

organizations that have availed the ecommerce facility also have opened the

opportunity for their customers to avail several services through mobile internet, net

banking and other related services (Niranjanamurthy and Chahar, 2013.). Online

ticket booking is one of such services that the organization under study can avail.

● Minimalist design: because of large shifts in mobile devices the web designers of

contemporary time prefers the web design to have a minimalistic approach and it is

gradually replacing the complex images and procedures (Chiu et al, 2014). More

customer friendly websites and simplistic operating facility help in the growth of the

consumer loyalty and therefore, it is important to incorporate a customer friendly

design in order to ensure usability.

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● Productive visualization: Productive visualization is one of the major e commerce

trend of this age. It is important to focus on the content and incorporate well

distinguished product categories and along with that product visualization also helps

in endorsing many complicated products effectively and this is considered to be a

crucial e commerce trend as day by day several complicated products are being sold

online (Hartono et al, 2014). In order to replace the offline retail the retail trend of

online ecommerce requires to be user friendly, attractive and safe as well.

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ConclusionFrom the above study on the implementation of e-commerce strategy, various aspects have come

forward regarding planning and safety measures. On the completion of the study, the aim has

been fulfilled by achieving the focused areas and objectives through the various

implementations. It can be stated that not only the customer satisfaction but the business interests

are also involved integrated with the adoption of the e-commerce strategy. By drawing the

conclusion to the study, it can be stated that Lions Cricket Ground must perform an evaluative

research before implementing the e-commerce website/ticket booking system. It can be deduced

that the digital awareness is only the protective way along with the legal implications.

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