Digital Business and E-Commerce: Marketplace Analysis, Infrastructure Management, E-Environment, E-Procurement, CRM, and Change Management

This report analyzes the marketplace for e-commerce, ways to manage digital business infrastructure, e-environment, e-procurement, CRM, and change management. It also discusses ways to implement and optimize digital business services.

Running head: DIGITAL BUSINESS AND E-COMMERCE
Digital business and e-commerce
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Author Note

1DIGITAL BUSINESS AND E-COMMERCE
Executive summary
The following report analyzes a marketplace for e-commerce. Then various ways to control the
infrastructure of the digital business is examined. Next, the current scenario of e-environment and e-
procurement is demonstrated. Additionally, change management, analysis and design and customer
relationship management are investigated in the study. At last, various ways to implement and
optimise the services of digital business is discussed in this paper.

2DIGITAL BUSINESS AND E-COMMERCE
Table of Contents
1. Introduction:......................................................................................................................................3
2. Marketplace analysis for e-commerce:..............................................................................................3
3. Managing digital business infrastructure:..........................................................................................4
4. Demonstration of E-environment:.....................................................................................................6
5. Understanding e-procurement:..........................................................................................................7
6. Customer Relationship Management:................................................................................................8
6.1. Components of CRM:.................................................................................................................8
6.2. CRM tools:..................................................................................................................................9
7. Change management:.......................................................................................................................10
8. Analysis and design:........................................................................................................................10
8.1. The analysis of business model:...............................................................................................10
8.2. Designing a business model:....................................................................................................11
8.3. Case prove of practical terms how digital model software has been operating:......................12
9. Digital business service implementation and optimisation:............................................................13
10. Conclusion:....................................................................................................................................14
11. References:....................................................................................................................................15

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1. Introduction:
Digital business the development of latest business designs. This is done by blurring the
physical and digital worlds. This has been promising to usher under unprecedented convergence of
various people, business and elements that have disrupted current business models. This is done
through those are born on the Internet and eras of e-business.
On the other hand, e-commerce or electronic commerce has been dealing with buying and
selling of services and goods. This also includes transmission of data and funds over electronic
networks, mainly in Online. Here, transactions of business have been happening in business-to-
consumer, business-to-business, consumer-to-business and consumer-to-consumer manner.
In the following study, the marketplace is analysed for e-commerce. Next, the ways to
manage digital business infrastructure is investigated with a discussion on e-procurement and e-
environment. Further, customer relationship management, change management and design and
analysis are demonstrated in this study. Lastly, the ways of optimisation and implementation of
digital business service are discussed in this study.
2. Marketplace analysis for e-commerce:
At the current marketing, the situation analysis is vital to summarise online marketplace of
organisations and individual performances for helping diverse and refining strategies of digital
marketing. Analysis of market starts with online audiences and includes reviewing of some potential
areas. Various questions ate to be asked to analyse the dynamics of multiple interactions taking place
between them. The first one is a potential online audience. They are to be queried about wants,
needs, behaviours, characteristics and profile of viewers form various platforms of digital media.

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Then there are the customers whereas similar analysis is to be made on potential viewers (Chaffey,
2015). However, feedbacks are to be gained in the views of present online existences. Here, defining
personas are an essential tool here. Then there are competitors where benchmarking abilities of
direct competitors for these serviced and various indirect competitors to review and traffic of sites is
the smartest practice that is out-of-sector. Next, there are online partners, influencers and
intermediaries. Establishment of strengths and weaknesses of intermediaries are included in the
present and potential partners for reaching and influencing audiences. It has been adding various
kinds of publishers occurring from popular online news towards more particular affiliates and blogs.
Here, the intermediaries have also been inducing communities and asocial networks.
Here, with a rising in sophistication and diversification of small businesses, the marketplace
in the areas of e-commerce has been growing. The internet and mobile market avenues have been
allowing B2B, B2C, financial services, e-tailing and online marketplaces into a venue for people
selling and marketing services and products (Coupey, 2016). An in-depth analysis is to be made on
research trends in the sectors of assisting in answering questions for that company over business
strategies and resolutions that are available currently and trends in future. Here, payment solutions,
auction over the Internet, solutions of supply chain management and wireless technologies has been
allowing small businesses for tapping products and inventory. This is to sell clients instead of taking
ownership to supply or various stockpiles. Here, this kind of reports has been pinpointing trends that
have driven business that is available through the web, social media and online advertisement.
3. Managing digital business infrastructure:
The various ways to manage digital business infrastructure is demonstrated below.
Having Here “everything” under the digital environment has been to create, use

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information about
“everything”
and communicate with a various immeasurable amount of information.
As information is available over disparate repositories for many years,
the data of “everything” is the outcome of a confluence of miniaturisation
to compute power, advanced algorithms, network ubiquity and a
considerable amount of new information sources like sensors
(Bärenfänger &Otto, 2015). Business leaders are needed to know how
these diversified data gets collected and then stored, controlled and
assessed. These are a distinct set of challenges across putting data and
various policies of governances required to manage and receive that.
Advanced
analytics method
Current business in every sector has been embracing this advanced analytics
as that begin to realize considerable scopes to resolve complicated business
issues. This is used to develop customer retention, responses in market and
savings of fuels along with quality defects. This has been possessing
considerable effects in business (Bones & Hammersley, 2015). Here, the
latest technologies and approaches under advanced analytics have been
different in provisioning, controlling and managing conventional techniques
of database, applications and platforms. Here the business leaders have
needed to invest latest skills, to monitor the IT operation analytic tools,
individually, to control the scenario.
Automation and
smart machines
Since business has been begin9ng to deploy intelligent technologies and
automating on their own. Business leaders have been beginning to fetch
automation beyond previous areas of opportunity. This indicates investing
heuristic abilities driving automation as far as application release is concerned
(Demirkan, 2015). Further, there is a movement of workloads for a most

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suitable scenario, managing capacity and development of cause analysis
taking place among others.
Software-defined
“everything”
SDE or software-defined everything has been created in the previous years
of software. This has been defining all the things and processes on IT. This
has been focused on an abstraction of software taking the place of physical
hardware at various levels and including individual elements of computing,
networks, facilities, infrastructure and storages within a data centre.
Using integrated
systems
These area assimilations of network infrastructure, storages and servers.
These are sold with management software facilitating management of
provisioning of that combined unit. Here, most of the integrated systems have
been replacing modern infrastructure. It affects the expense and consolidation
of efficient and IT metrics (Wirtz et al., 2015). Besides, implementing this as
part of an initiative of digital business for IT organisations has been to look at
the potential savings of various capital expenditure is a valid thing. This has
been an offset through possible shifts to operating expense. Here, integrated
systems can be used to derive advantages of architected deployment and
design of various unified storage, computing and memory system in
supporting digital business.
4. Demonstration of E-environment:
E environment deals with the promotion and use of ICT as the tool towards environmental
security and sustainable usage of various natural resources. It has included a deployment of ICT in
the basis of systems to get access into and then disseminate ecological information and data. This
initiation of implementation and actions of programs and projects towards sustainable production

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with consumption and environmentally secured disposal and recycle the discarded hardware and
elements utilised in ICT (Mavlanova, Benbunan-Fich & Lang, 2016). This includes establishing of
monitoring systems, through ICT and monitor and forecast effect of natural and various human-
made disasters. This has been precisely to different developing nations, small economies and LDCs.
E-environment tools of the marketing communication of organisation, e-environment tools to
identify and confirm presence with recognising tools of e-environment. From analysis of e-
environment tools, Kotler’s platform model can also be used. Currently, social internet networks are
referred to all those platforms of the tolls of e-environment. They have turned to just a site to collect
and communicate. This, owing to current technologies, the mobile internet has been very much
popular (Mazzarol, 2015). Here, using the mobile web has fostered usage of social internet network
at many aims has including entrepreneurship. The users have been able to deploy mobile web to
retrieve information, online purchasing, reading the daily news, online banking and studying.
5. Understanding e-procurement:
This is also known as supplier exchange. This is the business-to-government business-to-
consumer and business-to-business purchases and selling supplies, tasks and service around the
Internet. This also takes place from various networking and information systems like enterprise
resource planning and electronic data interchange. This e-procurement value chain has consisted of
indent management, e-tendering, e-auctioning, vendor management, purchasing order integration, e-
informing, catalogue management, purchasing order integration and shipping notices, e-payment, e-
invoicing, contract management and vendor management (Turban et al., 2018). Here command
denotes the workflow included in preparing tenders. This section of the value chain has been highly
optional along with a distinct department that has been defining those indenting processes. Under
work procurements, technical sanctions, administration approvals are retrieved under electronic

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format. As far as proper acquisition is concerned, the indent creation activity is being accomplished
online. Here, deploying the e-procurement system has been beneficial at every level of any
organisation. This has been offering developed spend visibility and controlling and helping
economic officers in patching purchases with various purchase orders, job tickets and receipts. This
e-procurement system has been managing tenders across a website. These are accessed from
anywhere throughout the world and highly developed inaccessibility of various bids (Fleisch,
Weinberger & Wortmann, 2015). These are located for any place in the world and has been highly
developed accessibility of tenders. As an example of SAM or System for Acquisition Management
has assimilated information from late Central contractor registration with various online
representations and ORCA and Online Representations and certification Applications.
6. Customer Relationship Management:
The systems have compiled customer data around various channels for various points of
contacts taking place between company and customer. They have been providing customer-facing
employee detailed information over personal information of customers with other concerns, buying
preferences, and purchase histories (Rogers, 2016).
6.1. Components of CRM:
At the primary level, CRM software has been consolidating customer information and
documenting a single CRM database such that users of business has been able to access and manage
that efficiently. In due time, various extra functions are incorporated into CRM, systems and making
them more useful (Sila, 2015). Here, some of those functions have included a recording of different
types of interactions through various channels. These are dependent on capabilities of systems,
automation of varying workflow process of industrialization and providing managers with the ability

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of tracking performances and multiple productivities from data logged under that system. The
components are highlighted below.
Marketing automation: Here, CRM tools having capabilities of marketing automation has been
automating repetitive tasks in enhancing various marketing efforts at different points in that life-
cycle. Here, for instance, sales prospects have come to that system. This has been automatically
sending a candidate to marketing materials that are sent typically to social media or email having the
aim to turn sales leading to full-fledged customers (Gregory, Ngo & Karavdic, 2017).
6.2. CRM tools:
Automation of
sales force
This tool has been tracking interactions between customers and automating
particular business functions of sales cycles that have been needed to follow
leads and has been attracting and retrieving new customers.
Contacting
centre
automation
This is developed for reducing tedious elements of an agent’s job of a contact
centre. This includes prerecorded audio assisting customer problem-solving and
dissemination of information. Here, various tools of software have integrated
with desktop tools of agents that can handle customer requests for cutting down
call time to simplify processes of customer services (Otto, Bärenfänger &
Steinbuß, 2015).
Location-based
services and
geo-location
technologies
CRM systems have been using tools creating geographic marketing campaigns
from physical locations of customers. This has been many times integrating
leading applications f location-based GPS.
Automation of
workflow
The CRM systems have been helpful for businesses to optimise processes
through streamlining normal workloads. This has been helping employees in

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concentrating on creative and various tasks of high-levels (Hirt & Willmott,
2014).
7. Change management:
Here, various methods for change management can be used for e-comerce. They are highlighted
below.
Lead
management
Here leads in sales could be tracked across change management. This has
been helping sales teams for input, monitoring and examining data
regarding leads in one place.
Human resource
management
This change management systems has been helping to track employee
information like contact information along with benefits and performance
reviews under any business. It has been enabling department of human
resources in managing internal workforce more effectively.
Analytics Change management has been helpful to create effective rates of customer
satisfaction through analysing user data, and this is helpful to develop targeted
marketing campaigns.
Artificial
intelligence in
change
management
Theses technologies like Salesforce Einstein is developed over CRM
platforms for automating repetitive activities. This is to determine various
patterns of buying. This is for predicting future behaviours of customers
(Goolsbee & Klenow, 2018).

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8. Analysis and design:
8.1. The analysis of business model:
The business model must be considered from the perspective of “design science”. Design
science attempts to develop things serving human purposes. A business model is a primary concept
tool to drive design orientation in the field of management. A stream of inquiry under the academy
of management has called for design to get placed at the core of what is meant to manage. This has
led to significant calls for achieving education and practices to get reconfigured for promoting
design thinking (Montague et al., 2016). However, business models have been suffering design
construct from various challenges. However, the idea of business model has been devoid of any
permanent theoretical basis at business disciplines and economics. The business model is the
description of how common projects have been operating in strong on weal and redundant over
theoretical grounding. Definition of business model has been murky, and business model approach
towards management has been turning to an invitation for various self-delusion and faulty thinking
(Korpela et al., 2016). Business models as constructs have been unfruitful to understand the
challenges of business strategy and business changes, especially as it has been about digital business.
8.2. Designing a business model:
The “design science” has been working across design artifacts and design theories. This has
been specifying a set of practices to engage with design. On the other hand, design artifacts have
instantiated design theories. An innovative design theory model for business models can be proposed
from patterns. However, it has depended in philosophy which is derived from a study of various
organisational routines. This has also included a narrative explanation and sociotechnical thinking in
the social sciences (Sanchez et al., 2016). This theorisation has been better encapsulating particular
lessons regarding types of business models that are derived from common business kinds of

12DIGITAL BUSINESS AND E-COMMERCE
literature. Besides, the relevance of design theory can be shown to understand digital business
through reflecting that against present studies of models of digital marketing.
8.3. Case prove of practical terms how digital model software has been operating:
In this study, Agile development of the project lifecycle to create e-commerce software is
suggested. Here, for the people owning revenue goals of e-commerce site such as owners, operators,
directors, managers and marketers, it has been fast-tracking results and values that are produced
through developments. Here, the goals are being hit quickly or every week. There are a consistent
loop to plan, test and launch. This is a developing landscape such as eCommerce. This indicates new
developments are being quickly capitalised. The directors and marketers have been planning such
that vast campaigns can behold to develop a focus on performance and speed. There are lesser risks
to try new things or any A/B testing strategies (Bossert, 2016). This is because every development
has been small. Further, the setbacks are being limited. Besides, most of the sites have been working
on version controls with sufficient value in Agile developments.
Here, adaptability of Agile has not been limited to ecommerce simply as landscape. This has
been applied equally to people in charge of that platform and overall business. Here, business has
required to change every time, particularly in eCommerce. This has needed a smart strategy to adopt
regarding changing and evolving need of company. Moreover, the directors can also change their
mind regarding specific elements to develop to move entirely towards a new direction. Here, for
instance, resources are being constrained and needed stalling or delays completely. The necessities
of customers have been changing, and thus it has required distinct strategies (Almeida, Santos &
Monteiro, 2014). However, most importantly, here for those who are working on a development
agency, has been specialising over time and has been performing projects quicker and more

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effectively than generalists. All the time, anyone explores new features, development or ideas, an
agency is likely built and similar for other clients.
9. Digital business service implementation and optimisation: Implementation process:
Web design and development: A seamless and holistic customer experience must be ensured to
make the website a central hub of conversations between customers.
 Development of Mobile Application:
This must be done by introducing new services and products on mobile wallets or mobile apps.
This must include near field communication for presenting offers to consumers on the ground of that
location (Hanna, 2016).
 Big Data and Analytics:
This is to be done through understanding preferences of customers and then tailoring services
and products accordingly. Then the business processes are to be streamlined through determining
various points of the inefficiencies. The trends and challenges are to be spotted, and quick actions
are to be taken. Better and faster decisions are to be made on the timely delivery of various types of
meaningful information.
 Modernization and cloud management:
Then better decisions are to be made to drive better decisions about cloud services and models of
deployments. Further, smart choices are to be prepared for the enterprise (Li, 2015).
 Digital business optimisation:

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The process of optimising operations starts with leaders of digital business. Here, as one step
back and assess any sheer quantity of internal systems, technologies and methods, they are liable to
an add on the expense of operating every optimising operation. These are found to be overwhelming.
Besides, turning into digital prey is needed to be avoided. The role of a technologist, evangelist
and connector is required in order to be understood (Jansen, 2017). One has the scope to execute the
comprehensive and successful transformation of a digital journey. This is done by implementing
primary strategies. This is to be done through understanding the emerging trends, shifting mindsets
and enabling the employees.
10. Conclusion:
The above report shows that current business has been striving to create the next huge thing
needed by customers. This is because consumers must continue to desire services and products and
so on. This is continued to be cheaper, faster and better. In the current world of digitalisation, the
study is helpful to understand the importance of survival and success of a business. Here, e-
commerce has continuously been progressing and has been turning out to be more and more vital for
business as technology. This is to continue to advance, and this must be taken advantage of and
successfully deployed. Moreover, from the inception of e-commerce and the Internet, the
probabilities have been endless for consumers and businesses. Developing more scopes of
advancements and profits for company has been creating more opportunities for consumers. E-
commerce has been disadvantages including uncertainties of consumers. However, nothing can be
solved or avoided by effective decision-making and practices of business. As suitable practices and
methods are followed, a company must prosper concerning e-commerce with more profitability and
success.

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