Business Skills for e-Commerce

Explore the impact of e-commerce on a London-based restaurant, Ledbury, including business functions, stakeholders, global impact, market potential, financial implications, and e-commerce solutions.

Business Skills for e-Commerce
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Introduction
Ledbury is a London based famous restaurant which is focused on British cuisine. It is also
offered the online platform for their customer. Some renowned evidence about Ledbury are:
 It provides the menu as breakfast, lunch, and dinner.4 different product codes are
offered
 The restaurant is offered the service as food menu and wine menu.
 It is ranked in top 50 restaurants of the world in 2017.
 It is Two Michelin Stars restaurant tag in 2018.
Ledbury is opened in 2005 by Brett Grahm. He is the head chef at the restaurant. It is offered
their service online which through it is connected millions of customer and suppliers. But this
restaurant success is increased after 2009. Now it is seen in world best restaurant (The
Ledbury., 2005).
In the first section, we will Ledbury restaurant goals and departments with their role in the
organization. Even, we will tell about restaurant goals with their stakeholders.
In the second section, we will explain the pro and cons of E-commerce system for business
and tell about the global impact of E-commerce
In the third section, we will describe the market potential for restaurant organization,
comparison with other organization and also discuss about financial implications. We have
designed the e-commerce system for the success of the organization.
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LO 1: Understand the structure and aims of business organizations
P1.1 Assess the core business functions of your chosen organization.
Ledbury is an organization in the food industry. Here, I am going to describes core business
functions for Ledbury restaurant.
Customer Support: it is a core function for Ledbury restaurant. Ledbury is offered number
of customer support services
 Ledbury is provided the phone and email on each page of the website so customer
easily contact the organization.
Figure 1: Ledbury contact details for customer supoort
 Ledbury website is also feedback form which describes user feedback. It is useful
improve the service of the organization.
Figure 2: Feedback Form
 Nowadays, each online websites is provided Help section. In this section, the user can
chat with a machinist.
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Figure 3: chat window for Customer support
Ledbury is used Customer Support function to improve organize service and users experience
which make a long-term customer.
Marketing Department:
Marketing Department has handled the organization all products, their raw material and
synchronize them so It is the important department for an organization. Marketing
Department is managed following task which is described below:
 An organization success is depended on behavior market research and customers because
market research is the help to recognize the opportunities for organization and tell about
target markets and customers are told about the services and products which provided by
the organization.
 The marketing team is recognized and managed the company brand value. They will tell
that who is the organization, what thing organization deal with, what organization
viewpoint for.
 The marketing team is recognized products and services so the organization can emphasis
on the cycle sales. They will be promoted the business, manage the materials. For growth
organization, they must up to date with the market.
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 The marketing team will be planned the campaigns for restaurant advertising, designed
the website, manage the press, and release magazines such as promotional material,
brochures or sent customers newsletters.
Ledbury is a London based restaurant which is hired a strong marketing team. This
organized is deal with restaurant business with lots of customers and dealers. In the
London, everyone knows about the restaurant and it is also available social media
(Zorzini, 2017).
Figure 4: Social Media
Web Designed department: it is important for SEO (search engine optimizer). SEO is a set
of techniques that enhance the access of a webpage on the search result. SEO main purpose is
increased the rank of the website. Google, Microsoft, and Yahoo are important to search
engines but Google retains share 91% in the market. For the make money online, organize
has good SEO (Qureshi, 2016)
Figure 5: SEO Performance
Ledbury SEO has a high rank in search result.
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Figure 6: SEO Score of Ledbury Restaurant
Security department:
Security is the higher priority for every organization so companies have much investment in
this department. If organizations website is not secure, then it is decrees the sale and brand
value.
Figure 7: Security of website
For the security of the website, web designer prevents pop-up ads because pop-up ads take
visitor particular webpage but it steals sensitive information of the customer. So Ledbury
website prevents the pop-up ads on the website. Another reason blocks it, the customer does
not like (Woodfield, 2014).
Payment Department: Ledbury contains a secure payment system so the client doesn’t
worry about security. They have a payment system in which customer is paying for the
service to the owner but the owner gets money when the service or product is delivered the
customer. There is a return policy when the customer is not satisfied with Ledbury service.
Here, one important thing that system get only money but it can’t store the card detail of
customer (Woodfield, 2014).
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Figure 8: Payment process
Ledbury has number of departments and each department has own status in the organization
like as:
 Event management department which manages all events which are held for restaurant
growth.
 HR department which managed the restaurant employ and team which is developed the
business.
 The delivery department which managed all service that given customers.
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P1.2 Evaluate your chosen organization's business aims and show how they
relate to their stakeholders.
Organize is defined their business goals which are achieved as soon as possible next months.
It is necessary for company growth.
Ledbury organize business aims are
 Enhance the organize according to market
 Establish a brand value
 Increased the turnover
 Organize the Event with offers and they require balance between them
 Compete from market and make survival in the market
 To increase services or menu that customer wants.
 Permanent interaction with the regular customers that help to improve service
according to needs and requirements
 Good communications and customer service advantage
Stakeholders: it is an individuals or groups of person and organizations that are related to the
business. Stakeholders are affected by the business activity (Slideshare, 2013).
Figure 9: Name of Stakeholder
Name of Ledbury stakeholders:
 Sponsor
 The customers
 The managers/ staff
 Creditors / bank
 Supplier
 Government/MOH
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 Media
 Local residents
 Competitors
On the following table, we will notice the relationship between the business goals and the
stakeholders (mohamed, 2013).
Goal of Business Stakeholders
Enhance the organize
according to market
Organize staff member and Owners want to increases the
business because it is necessary to make money.
Increased the turnover Customers have increased the turnover and profit of the
business but it is also depended on organization service.
Compete from market and
make survival in the
market
Business survival in the market is dependent on their service
and plan. For Ledbury, their staff member and customer are
managing the market survival.
To increase services or
menu that customer wants
Business Suppliers are focus on increasing the service but it is
depended on what service customer needs. Customer will be
easily paid for these services.
Organize the Event with
offers and they require
balance between them
Ledbury held many events because it is interacting with
different people that increase their customer. It helps the
success in business. But it is not possible without good staff.
Permanent interaction with
the regular customers that
help to improve service
according to needs and
requirements
Every business has the first priority that makes their customer
happy. Because business success depends on customer
happiness.
Establish a brand value Owners want to establish a brand value. It is the top priority
than revenues.
Good communications and
customer service
advantage
Staff memory requires good skills of communications and
customer service because they do not want to lose their
customer and defeat from competitors.
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Table 1: Relationship between business goal and Stakeholder
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LO2: Understand the impact of e-Commerce
P2.1 Analyse the impact including the risks of introducing an e-commerce system
to chosen organization
Ledbury restaurant is an organization for my e-commerce system. According to Jim (2016),
E-commerce system is the heart of each organization. It is more important than the selling
and marketing. E-commerce system is provided business worldwide which is increases the
customers that raise the turnover of the business (Content Writer, 2013). There is showed the
growth of online and tradition system below :
Figure 10: Growth of Online Vs. Physical System
E-commerce system is available 24*7 for the customer so the customer can buy any product
or service anytime and anywhere with just a click. The online trading system has reduced the
cost because it does not the requirement of the staff member and also does not the place to
open the business. It also maintains all transactions easily.
In the Ledbury restaurant case, it is also provided the online trading system which is
including the number of service and products are provided.
Open an online organizes is more easy compare than the traditional store. For the traditional
store, we required hiring employ, search a place for the open shop, a payment system to
manage all transactions but the online organizes, we need to start-up capital and funding
resources.
According to Natalie (2017), online trading has some disadvantage like as
 As the organization, we did not identify customer is trust the product or service and
not.
 In the online trading, we cannot manage investment because sometimes investment is
too fast or too much.
 It is an internet dependent process so without internet user can’t access.
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 There is no personal relationship built between stockbrokers.
 In Buying process is create error due to some missteps in a computer system (campisi,
2017).
For the Ledbury restaurant, customer trust on the product/service does not matter for the
organization because Ledbury restaurant is offered a return policy for their customer when
they are not happy with service or get another service which they do not want. Another
reason, Ledbury restaurant have massive sales of their product every day.
The customer is happy with E-commerce organization because it offered discounts their
service regular base. Online trading can easily offer discounts because their cost is reduced in
the number of the department like as (staff, rent place, bills). It can do the cost of product
rapidly up and down.
For the online trading, security is a major issue. Organizer and customer is worry about
security of e-commerce system because hacker wants to steal financial and personal details of
customer.
Figure 11: Security attack process on website
But the Ledbury is used secure payment system so all transactions details are hidden and
secure. Even the customers also know that its payment system is secure.
Online trading has the major disadvantage that it is dependent on the internet. So without
internet service, we can't access the trading system. Organize business is a risk if Internet
provider is intersected between their services.
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Online trading is offered their customer free delivery. But in the traditional system, the
customer is collect the product from the traditional shop.
In Ledbury restaurant, it is contacted by London famous delivery company and provide the
free delivery or charge is applied according to the weight of product or delivery area.
Figure 12: E_-commerce system Need
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P2.2 Discuss the global impact of e-Commerce on society
E-commerce system is a platform for purchasing or vending online. It is useful for old age
and disabilities people because it is an option for those people. Distance is big issues which
are solved by the online trading system because using of the online trading system, people
can be purchased from their own home (that is comfortable).
The online trading system is offered discount and also save the time of customers. It is
provided a global market for the user because it is available 24*7. It increases the competition
between organization. It also increases the cost of advertising. Social media is the best option
for advertising.
Unemployment is a negative side of the E-commerce system. Because it reduced the size of
the team and all work is managed on the online system.
Figure 13: Unemployment Graph
After the introduced e-commerce system, Organize is required lots of change in customer
service because people are preferred the online trading. Online trading is available for 24*7
so people can buy the product according to their timing and it is offered the number of
services so people chose the product according to their term. With the help online trading,
people can track their products.
Ledbury is an online trading restaurant which is provided online chat option for their
customer. Online chat section help to solve the problems. It is also offered number and email
address for the customer.
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Figure 14: Online order Process
Today, people want to spend their time in drinking, smoking, and Internet because they are
addictive these things. But addiction of anything is dangerous.
In the online trading, Delivery of products is major issues because the customer is not happy
with the delivery or worn delivery. Ledbury restaurant is provided free delivery and paid
delivery. It is depended on product and area of delivery. If a customer gets quickly then they
will be paying an extra charge.
Online trading does not need to hired to staff for manage shop, sales, and billing. But the
Ledbury is hired the number of employed for kitchen, Customer, Development, HR, Security,
and Marketing service because it has managed a traditional shop also.
Online trading is the best option for the youth. It is not attracted to old people and children
because it is based on internet and computer system. Old people and children find difficulties
to access the computer system. Other reason, Old people do not trust on the online purchasing
of products.
Figure 15: graph of People according to E-commerce system use
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Discussion about pro and cons of e-commerce in organizations, I can be said that online
trading is an important factor in organizations success. So I loved online trading (Bartleby,
2013).
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LO3: Be able to design e-Commerce Solutions
P3.1 Investigate market potential for an e-Commerce opportunity for the
selected organization.
Ledbury is a restaurant that is located in London with 24 staffs. its main sale commentary is
authentic British cuisine. Ledbury restaurant has been recognized in 2005. It is growth in the
local area since 2009. Here, I am going to inspect market potential for an e-commerce chance
of vending freshly prepared meals and the competitor’s restaurant service in the confined
area, including delivery of products.
Ledbury success in the market is dependent on their customer’s satisfaction. It is offered new
customer-oriented services and functionalities for their success. Organize future development
is also dependent on the current platform. Here I have designed following questionnaire for
recognizing future success.
Rating the Ledbury restaurant service one to five for giving question:
Question 1 : Ledbury gift voucher scheme for a regular customer.
Question 2 : New rating system.
Question 3 : Ledbury restaurant integration with Social Media.
Question 4 : Ledbury Speed of service.
Question 5 : Nature of staff member (friendly and helping nature of Staff).
Question 6 : Value of money.
Question 7 : 24*7 online window chat for the customer.
Question 8 : Add more cuisine in menu
Above, the investigation has been performed and available on Ledbury website for three
days. Ledbury website is received thoughts and feedback for web-user. There, 670 users are
submitted their review which is summarized in below table:
Table 2: Review of customers
Question User 1 User 2 User 3 User 3 User 5
Question 1 4 5 4.3 5 4.2
Question 2 3 4 4.5 4 3.8
Question 3 3.4 4.6 4 3.8 3.5
Question 4 3.5 4 3 4 4
Question 5 4.1 3.9 3.2 4.2 3.6
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Question 6 3.4 4 4 3.4 4
Question 7 3.9 4 3.7 4.6 3.5
Add more cuisine in restaurant menu has ranked as the major service that user might be want
to see on Ledbury restaurant menu.
So restaurant senior management is discussed on this matter with another department (such as
Marketing, Web Development, kitchen, Suppliers and Sales department) of organization for
getting the idea.
Further, Marketing and kitchen department accompanied service for the justifying sales
opportunity.
After numerous meetings between senior members and their team, organize has been take
decision that they will add more cuisine in restaurant menu and for this, they will hire some
chef. Those final judgments are given on the following aspects:
 Add new cuisine on the website.
 To developed C2C oriented e-commerce system because it involves more customer as
suppliers. There is also built different domain for suppliers and customer.
 To raise revenue with the help of increasing order transactions for the individual.
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P3.2 Evaluate current e-Commerce systems in use by similar organizations
(competitors)
Ledbury is a London based restaurant which provides online service for their customers. I
have evaluated all restaurants and gathering the data of similar organizations which is useful
for my restaurant. I have chosen sakagura restaurant (London). It is a similar organization.
Here, I have performed comparison between Ledbury restaurant and sakagura restaurant with
help of following factors which is described in the table below:
Website Comparison
Table 3: Website comparison between Ledbury and Sakagura
Website Comparison element Ledbury restaurant
website
Sakagura restaurant
website
Loading time Less time- consuming More time-consuming
Analytics of Google N/A N/A
Rank of Google Higher Ranking Low Ranking
https Yes No
W3c Validation Yes No
Size of Page More MB Less MB
Sitemap.xml Yes Yes
Functionalities Comparison
Table 4: Functionalities Comparison between Ledbury and Sakagura
Functionalities Ledbury restaurant Sakagura restaurant
PayPal Yes NO
Services Yes Yes
Search Yes Yes
SMS Confirmation Yes Yes
Online Chat Yes Yes
Donations No No
Confirmation of email Yes Yes
Refund Yes No
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Delivery of service Yes No
Instalments No Yes
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P3.3 Discuss the financial implications of e-Commerce solution by considering
the factors such as technical requirements, hardware, software, security,
maintenance requirements, start-up capital and funding sources.
According to 3.1, Ledbury is a restaurant that wants to expand their company with help in
promoting their service. It wants to design an e-commerce website for which is offered an
online service in the market.
So it is hired an IT Team. IT team is a group of specializations persons (such as Web
Designer, Software Developer, Project Manager, and front /back-end Project Manager). It is
completed the project successfully and also discussed the project management and financial
implications for Ledbury e-Commerce solution which is described below.
 Technology requirements: Ledbury e-Commerce system is designed a website with
help of HTML, CSS, and PHP. SEO is used for website promotion. To fulfill the
Technology requirements, organize is paid 6500 £.
 Hardware and software cost: Database server, hosting server are hardware component
and notepad++ is software component. So organize is paid 950 £.
 Security: for the security, organize is used antivirus software. And also provide the
secure payment system for the system which is a need for organize success. So
organize is paid 750 £.
 Maintenance requirements: After the development website, it is need maintain such as
update of new technology, update links. Organize is paid 1250 £ for Maintenance.
 Start-up capital and funding sources: Start-up and funding are required for the start
the business. It is base of any organization. Funding sources get the only trust of
organization which plays important role in organization success. Ledbury is get
enough funding from different sources which is enough to start a business.
Table 5: Project Management Implications for Ledbury
Specializations of IT
team
Cost(£)
( Monthly)
Time Total Cost (£)
Web Designer 1100 3 3300
Software Developer 1600 4 6400
Project Manager 1300 4 5200
Front/ Back End
Designer
1000 3 3000
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Total Price 17900 £
Table 6: financial implications for Ledbury
Factors of financial implications Cost (£) Number of
Components
Hosting Server 1230 1
Database for the back for
system
1350 16
Online promotion (SEO/ SM0) 950 16
Maintain 750 16
Supplier 1420 10
Security 850 16
Hardware Cost 1342 16
Gateway (Online payment) 1280 16
Total cost one month = 9172 £
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P3.4 Design an e-commerce solution to enhance the business functions of your
chosen organization. Your design should include a sitemap, storyboards for each
page, structural design for the online payment system.
For the Ledbury e-Commerce website, I have deliberated site-maps, wireframe, and mock-
ups using the Balsamic tool. It is effectively designed for website webpage.
Sitemap: Here I have designed sitemap (Marketing Mojo, 2016).
Wireframe: Here I have designed wireframe.
Figure 16: Home page
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Figure 17: Menu -drink page
Figure 18: Menu -Food Page
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Figure 19: Event page
Figure 20: Gallery of Restaurant page
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Figure 21: Gallery of Food page
Figure 22: About-us History page
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Figure 23: About- us Team page
Figure 24: Contact us Page
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Storyboard: Here I have designed storyboard (GoAnimate Resources, n.d.).
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P3.5 Evaluate the suitability of the e-Commerce solution which you have
designed in task 3.4
According to 3.4 sections, I have developed an e-Commerce solution for restaurant Ledbury.
It is developed for privacy and security of stakeholders. Ledbury e-Commerce solution is
built with the help of newly tool, software, and techniques. It is easier and quicker access for
the customer, staff member, and stakeholders. In the section, Ledbury e-Commerce solution
is estimated following way:
 Ledbury has an online e-Commerce system. It has easy provided easy accessibility for the
customer because they can access the system via internet anytime anywhere.
 Ledbury chef always tries to satisfice the customer with enhancing the taste of food
menu.
 Online payment should need every e-Commerce system. Ledbury is provided a Secure
payment mode which through customer pay anywhere.
 Ledbury has a database which is used to store information related customer, food item,
supplier, staff member, event, and stakeholder.
 Ledbury is also provided registration process and login process which is making it better
than traditional system because e-Commerce system is trying to make the easy process
for accessing service, payment process, and manage the event.
 Ledbury online e-Commerce system enhances version of the traditional system which
minimizes staff member so reduce the price.
 The advertisement is necessary for each business so they invested in this field. E-
Commerce system is the best option for an online advertisement that reduced the cost.
 There is a help option which solves all query of the staff member, visitor, and customer.
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Conclusion
E-commerce system is important for each business which is help establish the online shop. In
the world, online business is increased rapidly last 10 years. It is beneficial to form both side
(organization and customer). According to the organization, it saves the time, cost ( staff,
rent, and taxes term), number of product introduced, built a relationship with the customer
and According to the customer, it is offered the discount, number product chose, available at
24*7, and delivery point view. E-commerce system is easily updated with help of software
technology that reduces costs.
In the E-commerce system, customers compare the product or service, available at 24*7,
provided all details of products. So it is beneficial for everyone. Online trading service is
growing day by day because everyone is happy with their service.
Figure 25: Restaurant page for online order
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