Digital Business: Trends, Personalization, and Challenges

Digital Business

Executive Summary
The prominent report is based on the effective understanding and concept of marketing mix
which is useful for company in order to achieve prominent goals and objectives. For this, the
suitable objective is to identify the marketing essentials and also undertake the effective
discussion regarding the key roles and responsibilities for effective marketing functions which is
related with wider context. Moreover, it tends to analyse the roles and responsibilities of
marketing environment and effective interrelationship among the marketing with other units. The
report tends to cover the effective marketing plan for the effective application of 7P's to achieve
objectives of company.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Critically discuss the key trends, advantages and disadvantages of managing virtual business
in the global environment.......................................................................................................4
Compare and contrast Situation and SWOT analysis. Perform a situation analysis for
Birchbox focussing on personalisation...................................................................................6
Critically evaluate emerging digital business models and challenges associated with
information security threats and ethics in general. Perform a critical analysis with respect to
the case study scenario...........................................................................................................8
Critically evaluate the importance of new collaborative relationships and strategic alliances
through digital technology for implementing personalisation................................................9
Compare and contrast digital business and e-commerce. What are the E-Commerce principles
and discuss how they could be applied to digital businesses?..............................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital business is the creation of new business by describing the digital and physical
world as the market sector is quite wide and dynamic and also expanded at the large level.
Considering the effective use of internet, digital tools and technology with the effective use of
social media platform and techniques (Chaffey, Edmundson-Bird and Hemphill, 2019). This
report depicts the brief knowledge regarding the significance of personalisation and uses in
digital business. For this, Brichbox is considered with is a retailer and established in U.S. For
this, company deals in online subscription and prominent services regarding the expansion by
focusing on personalisation. The report tends to cover the suitable benefits and drawbacks of
managing virtual business, significance of technology, situational analysis and emerging digital
business model and challenges which are concerned with information security ethics and threats.
It also tends to develop strategic alliances and digital business considering the e-commerce with
principles.
MAIN BODY
Critically discuss the key trends, advantages and disadvantages of managing virtual business in
the global environment
Global environment depicts the environment which is uncontrollable and impact the
decision making of company. In regard of this, effective management of virtual business is
essential regarding the changing period of time that tends to effectively execute the business
operations, activities and functions effectively. For this, the virtual business depicts the kinds of
business regarding the activities and operations with the help of internet. In terms of this, the
respective company tends to carry forward suitable functions with the help of websites and
applications and there are several key trends for the virtual business which are discussed as:
Key trends: Increase for the reason of virtual work: It represent the effective key trend for the
suitable reason in order to do work effectively and virtually that leads to increase scale
from 2019 for having sudden occurring of pandemic situation (Sousa and Rocha, 2019).
In this, individuals are willing to work at their own place.