Assignment : E-Commerce And Its Drive For Business Success
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Added on 2020-10-05
Assignment : E-Commerce And Its Drive For Business Success
Added on 2020-10-05
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RESEARCH PROJECT(PART 1 AND 2)
Table of ContentsTOPIC: E-COMMERCE AND ITS DRIVE FOR BUSINESS SUCCESS....................................1PART 1............................................................................................................................................1Introduction......................................................................................................................................1Literature review.........................................................................................................................2Methodology...............................................................................................................................5Timelines of research activities...................................................................................................6PART 2............................................................................................................................................7Executive summary.....................................................................................................................7Introduction.................................................................................................................................7Methodology...............................................................................................................................8Results and findings..................................................................................................................10Discussion.................................................................................................................................16Conclusion.................................................................................................................................26Recommendations.....................................................................................................................27REFERENCES..............................................................................................................................29
TOPIC: E-COMMERCE AND ITS DRIVE FOR BUSINESS SUCCESSPART 1IntroductionBackground of researchE-commerce play important role with using websites, search engine, social media, etc. Inthis regard, effectiveness continuously develops with dramatic effects on marketing. This isbecause, it helps to increase competitive advantages in business environment with consider moreactivities and tasks. With respect to deal with successful operations, e-commerce also helps todeal with global environment (Morosan, Hua and Defranco, 2017). Efforts are also been made tosecure business and maintain systematic results in enterprise. E-commerce activities createnumerous opportunities that go ahead with smart planning. It helps an organisation to serveproducts or services in international market. Rationale of researchWith respect to conduct research, it can be stated that Hilton Hotel able to attractmaximum number of customers together. It increases opportunities to save cost and ascertainedcreative results. Furthermore, this is also helps to produce more profitability outcomes inbusiness. Internet is more valuable source so that it is important to attract maximum number ofcustomers (Ting, Chen and Fang, 2017). Increasing internet activities helps to face challengesand benefits in particular place. Every hospitality industry wants to make sure that user-friendlywebsite for customer are established which need to consider changes with e-commerce activities.Furthermore, present research considers E-commerce as a powerful platform that help to makechanges in a way to do business. Aims and objectivesAim: “To analysis impact of e-commerce and its drive on business success within hospitalitysector – A Study on Hilton Hotel.”ObjectivesTo understand conception of e-commerce and its importance in hospitality industry.To explore factors of e-commerce and its drive in business success of Hospitalityindustry.1
To interrelate e-commerce factors with business functions and operations of chosenbusiness.To recommend ways through which e-commerce activities can be improved so thatmaximum benefit and desired results can be achieved in business. Research questionsWhat do you understand by the conception of e-commerce and its importance inhospitality industry?How to explore importance of e-commerce and its drive in business success ofHospitality industry?How to interrelate e-commerce with business functions and operations of chosenbusiness?What are the suitable ways will be recommendation through e-commerce activitiesincreases to gain desired results in business?Literature reviewTo understand conception of e-commerce and its importance in hospitality industryAccording to Odunayo, (2014), E-commerce is purchasing and selling of goods andservices through electronic network system specially by the use of internet. It occurs eitherbusiness to consumer, consumer to business, business to business or consumer to business. It canbe described as the system which manages transaction of goods and services electronically andorganizes both payments and collections. It only happens between a consumer and a seller. Itseems to have great importance in hospitality sector. Over a decade users of internet hasincreased rapidly and hospitality sector is foremost industry to capitalize from newadvancements. Before purchasing customers are always ready to make new choices and booksuitable hotels for their pleasure.As per the view of Neelankavil, (2015), it has been pointed out that E-commerce hasbeen considered as lowest cost hotel-booking channel. Many tourists browse websites forreservations of hotels. Online hotel reviews and social media are increasingly becoming essentialfactor for decision making of customers. Hoteliers make complete use of internet and tries to bein contact with visitors. Thus, hospitality sector is facing extremely competitive environment andmany applications are offering customers related schemes and accommodations with discountedflights. According to the research conducted travel plans are being made and different types of2
online booking are done so that customers can enjoy hotel amenities and ambience, destinations,possible excursions etc. Similarly, Hilton hotel is taking advantage of E-commerce and planningsmartly to serve international customers and using right travel translation and makingpartnerships with other similar companies by offering competitive prices. Therefore manycompanies are planning for growth and partnership through E-commerce. Customers keepengaged on their sites which make hoteliers more helpful to understand their options and like thisthey attract them by offering low prices as compared to other companies. It technical elementsare front end, back end and firewall. To be more competitive Hilton follows Internet trend anddoes all transactions and interactions with customers online.Hilton must understand theimportance of E-commerce and generate various ideas and so that it can attract customers fromall over the world. Online payments, marketing through social sites should be done quickly andsafely so that customers feel safe while doing transaction and billing, they should freely interactwith higher authorities related to products and services. Top management should directly link with them know their choices through socialnetworking sites and updating them from time to time. They should know their choices as welland should know what they want in future so that there should be no confusion. They mustdiscuss about customer service online so that there can be improvement made in this field. Thereshould be up gradation of employees educational level because they should know how toevaluate mobile apps and receive correct information from customer's side. Proper connectionand messaging must be made between customer and employees through cells. E-marketing isanother major aspect of e-commerce which must be focussed upon. Companies build their ownpages in a very bright manner and update them at regular manner. Hilton should take proper useof E-commerce to create new customer base line and also to retain customers. From onlinemarketing it should would show its presence in the market as well. Teenagers, youngsters aremore attracted towards hotels and resorts. They are regularly engaged on websites so they aremore aware of current market trends. Thus, hospitality sector, can make use of engagement ofyouth and increase its business and thus profitability.To explore importance of e-commerce and its drive in business success of Hospitalityindustry.For management and marketing new technologies are offering various channels thatimprove various capabilities. According to Amaya and et.al., (2015), there are certain successful3
factors that help e-commerce businesses in its success which help owners should considerproperly. Firstly, customer service is very essential no matter whatever the size of company is.Hospitality sector always aims at providing perfect customer service to retain its visitors andtherefore an excellent customer service enhance their trust in company's business. This increasespopularity of business in the way they appreciate its service to others which further increasescustomer's crush in their business. People talk about business and its environment when the bestcustomer service is provided to them. In this regard, social media sites help in promoting theirbusiness by posting their comments and pictures. Another important factor is applying multichannel marketing through Email marketing,referral marketing, offline campaigns and social media. Other online retailer will gainopportunities if possible distribution of products haven't been done. Then, conversion rate alsodefines success of any business which can be measured by the percentage of tourists on any e-commerce website. In the contrary to Henwood, (2014), it is stated that this rate can become lowif there is lack of information about the products posted on E-commerce website. Customersdon't like to book rooms if its pricing is high. On an average 2% to 3% tourists visit on thesesites and place their order. This means that mostly customers just make visit on websites andthen exit. They do not make any purchase. In hospitality sector, visitors just browse numeroussites and compare with each other, they do not book rooms or order anything on regular basis.Another most important factor of E-commerce is retention of customers that affect operations ofhospitality sector. This measures the position and ability of organisation to survive in the marketfor long run. This could be maintained by following up e-mails, reward system for loyalcustomers and offering discounts and announcing special menus for them.To interrelate e-commerce with business functions and operations of chosen business.E-commerce is interrelated with the different business functions and operations. Theseinclude registration, basket, payment, product management, orders management and VAT andshipping costs. Users do registration on site to make purchases and for online booking of hotels.Hilton provides all kinds of information required for billing, booking of rooms, menus, etc. alldata gets restored on database and then it is used by back office staff. Like this, customers makegood use of websites and companies also know their the entry and exit of customers. Anotherimportant tool that which is useful for customers is basket such as shopping basket throughwhich they can easily select their products and make checkout payment. According to Jetnikoff,4
(2015), basket can be organised by summarising user requests and offering catalogues, initiatingpayment process for selected menus. Payment of E-commerce is facilitated by dialogue deliverybetween parties which include financial transactions. This operation takes few moments andtransaction is performed by bank which transfers payment into the account.Major part of E-commerce which is related to business function is product managementthat provides all types of features needed for fulfilment of order, product placement and is key toonline sales. Every product has its own code and category. Its description is provided onwebsite. Customer is more interested in knowing the price and looks at the pictures of currentproducts. Hilton manages its delicacies and beverages looking at market trends and then decidesits prices. This stimulates online purchase by customers which is very useful for the growth anddevelopment of Hilton. According to Feng and et.al., (2017), order management is veryimportant which requires details of delivery place, lists of products, payment information anduser information. It means on the basis of registration database there is proper crossing ofinformation, data in the basket which is ultimately verified. System also helps in managingshipping charges and VAT. E-commerce module successfully organises VAT rates outside andwithin EU. To recommend ways through e-commerce activities increases to develop desired results inbusiness.There are many E-commerce activities which can develop hospitality sector and helps inthe growth and development. As per the view of Anwar and runi Kusumawarni, (2018), it hasbeen pointed out that websites should remain updated. Customers must watch everything fromhome page to product availability information to blog. They like to search for current prices andmarket trends, changes can be smaller and simpler. Company can announce something new toaudience by rotating banner weekly or publishing a new blog. Particular tasks must be scheduledfor each day and working regularly on sites make authority aware about new things andavailability of customers. Another way of ensuring business to run smoothly is by observing its performance. Thiscan be done by monitoring KPI (Key Performance indicators) on regular basis. It ensuresproblems arriving with websites. Quicker consideration of problems leads to better solutions.According toBassily and et.al., (2016), customers give huge amount of time on social mediawebsites like Facebook, Twitter etc. thus, company should be active to know what their5
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