E-Business Strategy Case Study: Analysis of Online Cake Shop 'Bread'

This case study examines the e-business strategy of an online cake shop named "Bread." The analysis begins with a marketplace evaluation, identifying the importance of an e-commerce platform for business expansion. The study explores market segmentation, needs, competition, and the target market. The business description details the shop's offerings and challenges, emphasizing the role of a website in achieving objectives like providing fresh cakes, competing with rivals, and attracting customers. The objectives include website design, market competition, and customer service. The study then outlines the strategies employed by the cake shop, including growth, product differentiation, marketing, pricing, operational, and acquisition strategies. Finally, the case study describes the website structure, including the menu bar (home, menu, order online, about, contact) and the site map, providing a comprehensive overview of the online cake shop's e-business strategy and its approach to the competitive market.

Running head: E-BUSINESS STRATEGY
Case Study- Online cake shop named “Bread”
Name of the Student
Name of the University
Author’s Note

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E-BUSINESS STRATEGY
Table of Contents
1. E-business Strategy................................................................................................................2
1.1 Analysis of the marketplace.............................................................................................2
1.2 Description of the business, its objectives and strategies................................................3
1.2.1 Description of the business.......................................................................................3
1.2.2 Objectives..................................................................................................................3
1.2.3 Strategies of the business..........................................................................................3
1.3 Structure of the Website...................................................................................................5
Website.......................................................................................................................................5
References................................................................................................................................11

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1. E-business Strategy
1.1 Analysis of the marketplace
Marketplace analysis is quite important for identifying the factors that are required or
can be able to create proper impact on the business of the organization. In order to expand the
business of the cake sop, the store analyzes the market and identifies that implementation of
e-commerce platform is quite important for making the business successful. The other factors
that are analyzed by the store are as follows:
Market segmentation: The cake shop mainly focuses on the marketing related
activities in order to reach large number of people (Vecchiato and Tempesta 2015). The
market research reflects that the cake shop mainly uses online platform for delivery of the
items and in order to compete with those shops “bread” needs to develop an online platform
for its business.
Market need: It is identified that in this modern era people are quite busy and
therefore they enjoys ordering food online which saves lot of time. In order to meet the needs
as well as requirements of the customers it is quite important for the cake shop to develop an
e-commerce platform that not only helps in meeting the demands of the customers but also
assist the store in gaining proper competitive advantage which is very much needed for
existing in the market (Schmidt, Spann and Zeithammer 2014).
Competition: The store analyzes that the competition in the market is quite high and
in order to compete with other stores the online cake shop need to meet the demands as well
as needs of the people in order to attract them (Velasquez and Meunier 2017). Moreover it is
identified that the requirements of the customers can be easily meet by developing proper
online website.

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Target market: The business research for the target market so that they can easily
flourish their business (Elsalamony 2014). It is analyzed that implementation of proper
online e-commerce platform will be helpful for expanding the business of the cake shop.
1.2 Description of the business, its objectives and strategies
1.2.1 Description of the business
The business of online cake shop “Bread” provides proper facility of fresh baked
cakes to the customers. The customers can get number of different varieties of cakes at a very
much reasonable price. In spite this, the cake shop faces lot of challenges due to absence of
proper e-commerce platform and for mitigating this challenge or issue, the website for the
store is designed as well as implemented. It is identified that the website is quite
advantageous in expanding the business as well as for gaining huge competitive advantage.
1.2.2 Objectives
The objectives of the cake shop include:
 To design and build website in order to provide fresh baked cakes to the
customers
 To provide tough competition to other competitors of the marketplace
 To attract large number of customers by providing them proper experience of
customer service
1.2.3 Strategies of the business
The business strategies that the online cake shop “Bread” uses are as follows:
Growth Strategy: Proper growth strategy is utilized by the cake shop in order to add
appropriate features or values within the business for modifying or expanding the business.

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The changes or modifications that are made by the business from time to time help in
flourishing the business.
Product differentiation strategy: Appropriate differentiation strategy is utilized by
the company for attracting customers (Grant 2016). It is identified that in order to gain
proper competitive advantage, the cake shop “Bread” provides proper service to its
customers.
Marketing Strategy: Appropriate marketing strategy is utilized by the shop so that
they can easily expand their business. It is identified utilizes proper tactics of marketing is
used that helps in making expanding the business of the store in the marketplace (Pisano
2015). The cake shop also engages in proper researching about the needs as well as demands
of the customers in order to meet the requirements of the customers.
Pricing strategy: The online cake shop utilizes appropriate pricing strategy so that
the products or food items that are available on the website are affordable by common people
(Wheelen and Hunger 2017).The strategy of pricing that is used by the shop attracts lot of
customers and it is considered as one of the important strategy for attracting or influencing
customers.
Operational strategy: The online cake shop uses appropriate operational strategies in
order to achieve the goals as well as objectives of the business (Peppard and Ward 2016 It is
identified that the operational strategy mainly includes customer driven strategies as well as
corporate strategies that are properly implemented by the store in order to make the business
of the cake shop successful. In addition to this, it is found that the company uses innovative
techniques which are quite helpful for the store to operate.

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Bread
Home Menu Order
online
About Us Contact
Acquisition strategy: In order to gain proper competitive advantage, the online cake
shop utilizes acquisition strategy. It is analyzed that appropriate acquisition strategy is quite
helpful in entailing the product or purchase line of the products.
1.3 Structure of the Website
It is identified that the website of the online cake shop comprises of 5 menu bar that
includes home, menu, order online, about as well as contact. The home page is quite simple
but utilizes attractive pictures of food items that are offered by the cake shop in order to
attract customers. The about us page helps in providing proper information about the cake
shop whereas with the help of the menu bar the customers can select the menus or food items
of their choice and can order online. The contact us page is used by the customers if any they
have any query regarding the service of the cake shop. The site map for the structure of the
website is provided with the help of the below diagram:
Figure 1: Site map of the website
(Source: Created by Author)
Website
Link of the website - https://alitareen2004.wixsite.com/cakeshop/

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Home Page

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Menu Page

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Order Online

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About Us page

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Contact Us Page

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References
Elsalamony, H.A., 2014. Bank direct marketing analysis of data mining
techniques. International Journal of Computer Applications, 85(7).
Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Pisano, G.P., 2015. You need an innovation strategy. Harvard Business Review, 93(6), pp.44-
54.
Schmidt, K.M., Spann, M. and Zeithammer, R., 2014. Pay what you want as a marketing
strategy in monopolistic and competitive markets. Management Science, 61(6), pp.1217-
1236.
Vecchiato, D. and Tempesta, T., 2015. Public preferences for electricity contracts including
renewable energy: A marketing analysis with choice experiments. Energy, 88, pp.168-179.
Velásquez, A. and Meunier, L., 2017. COMPARATIVE MARKETING ANALYSIS OF
THE UK AND GERMANY FOR GLOBAL SUSTAIN.
Wheelen, T.L. and Hunger, J.D., 2017. Strategic management and business policy. pearson.