Importance of Collaborative Relationships and Strategic Alliances in Implementing Personalisation

This article discusses the importance of new collaborative relationships and strategic alliances through digital technology for implementing personalisation in the business. It explores the benefits and challenges associated with these relationships and how they can help companies achieve their objectives.

Digital Business

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Critically discuss the key trends, advantages and disadvantages of managing virtual business
in the global environment............................................................................................................3
Compare and contrast Situation and SWOT analysis. Perform a situation analysis for
Birchbox focussing on personalisation.......................................................................................5
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................................................................................................................6
Critically evaluate the importance of new collaborative relationships and strategic alliances
through digital technology for implementing personalisation....................................................8
Compare and contrast digital business and e-commerce. What are the E-Commerce principles
and discuss how they could be applied to digital businesses?....................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital business tends to develop new and effective version of business in terms both
digital and physical world. For this, business tends to use several techniques in order to add
suitable value within the frameworks of business, customer's experience and internal capabilities
that helps in setting suitable operations (Chaffey, Edmundson-Bird and Hemphill, 2019).
Moreover, the report is based on Brichbox which is a multinational company based on the make-
up brand and founded in 2010. Company also tends to offer several products undertaking
perfumes, skin care, organic products and so on. Along with this, report tends to cover the
prominent benefits and demerits for managing virtual business, importance of technology and
few models of emerging digital business model and challenge which are related with information
security threats and ethics. Lastly, they also tends to develop effective strategic alliances and
digital business undertaking the e-commerce principles.
MAIN BODY
Critically discuss the key trends, advantages and disadvantages of managing virtual business in
the global environment
Virtual business depict effectively organising business activities with the help of internet
and does not have physical presence for their business including workforce and entity
undertaking the no requirement of visit for any store or undertaking the physical location.
Moreover, company tends to put emphasis on the digital competencies, measuring the physical
presence by not considering any work through digital manner.
Key Trends:
 It effectively represent the key trend and prominent reason in terms of working
effectively in terms of enhancing sales which gets decline because of sudden pandemic
and for this, individuals are quite willing for their work at their own place (Sousa and
Rocha, 2019). Moreover, it represent the suitable trend for managing virtual business in order to
effectively hire employees and making suitable contract on the basis of effective working
to carry forward things in given period of time.
Advantages:

 It is an essential factor which is beneficial to carry forward their business activities. In
regard of this, organisation also leads to operate their activities by internet and also worry
about leasing furniture, office, electricity bills and so on. It is essential factor for workforce in terms of working effectively which is quite satisfied
to retain them in company for the longer period of time by offering flexible working.
Disadvantages:
 It represent suitable carrying forward business in difficult times in order to have effective
communication and it is also essential at the company to maintain clarity and
transparency at workplace (Senyo, Liu and Effah, 2019). Along with this, people tends to
encourage workforce by having effective communication and tends to improve their
abilities with others. It is another drawback for managing virtual business as it is risky for having effective
reputation for their customers as they does not have much trust for taking risk. Hence, it
is critical to get aware for the suitable demerits.
Significance:
In an organisation, it is important for them to have proper survival in competitive and
dynamic market and use suitable technology to give tough competition for the business area.
 It represent that advanced technologies are essential in terms of improving their
communication by considering social media and other techniques undertaking smart
devices, text messages, social media and many more (Park and Mithas, 2020). It represent effective technology which is being identified for using it and also useful in
taking effective decisions. It is performed with effective analysis undertaking suitable
errors with the help of various techniques of an organisation.
Impact:
 By considering the suitable technologies, it tends to depict the impact of business in
terms of improving the overall competition for an organisation. Besides this, for having
effective use of internet and concerning techniques which is helpful for company in terms
of implementing strategy.
 They suitably impact the effective functioning of business and focus on the new
approaches which are useful to enhance productivity. Along with this, undertaking

prominent productivity represent effectiveness in terms of enhancing overall performance
at the significant level.
Compare and contrast Situation and SWOT analysis. Perform a situation analysis for Birchbox
focussing on personalisation
Personalisation depict suitable process regarding fulfilling the requirements and needs of
individuals with the help of Data analysis. By considering the changing period of time, it tends is
essential to focus on the personalisation undertaking the suitable growth and development for
having positive relationship with other parties (Weill and Woerner, 2018). In regard of Brichbox,
they effectively focus on the prominent concept of personalisation which is helpful to enhance
suitable experience in prominent way. By undertaking the prominent situational analysis
represent the overall combination of both external and internal environment which is useful for
company to identify the competitive environment of competitors and so on. To carry forward this
section few models are useful which are mentioned as:
Porter's Five force analysis: It is useful in terms of identifying the threats which are present in
environment and from competitors. By undertaking the suitable issues for the internal and
external side of company represent several elements which are discussed as: Bargaining power of suppliers: It depict the competitive force by which suppliers
prominently bargain in an effective manner. For this, the bargaining power of Brichbox
with their suppliers is low due to their various vendors and providers who tends to
provide effective and better options in order to run their business effectively. Bargaining power of buyers: In regard of this, the bargaining power of buyers is average
because there are wide number of buyers who are effectively ready in order to purchase
suitable products and also get effective subscription for the company (Lenkenhoff and et.
al., 2018). Threat of new entrant: In retail sector of Cosmetic industry they tends to depict the
effective competition and it become threat for the new entrants which is quite low and it
took time for the new arrivals in terms of targeting their customers in market (Luz
Martín‐Peña, Díaz‐Garrido and Sánchez‐López, 2018). Moreover, considering the
company itself effectively execute suitable services with the help of online platform. Competitive rivalry: Undertaking the retail sector of cosmetics industry they tends to face
intense competition in market and for this, they tends to analyse that the it is essential for

Brichbox is effective to execute strategies which is prominent to deal with rivals in an
effective manner. Hence, the suitable degree of competition is high undertaking the
expectations which is quite dynamic and modifiable for the availability of alternative
options. Threat of substitutes: It depict another force that leads to take shape for the sector and
also represent the substitute regarding the replacement of product for other organisations.
In regard of respective company, the suitable threat of substitute is average for having
effective use of personalisation in order to target their customers prominently.
SWOT Analysis: This framework is effective for company in order to identify the internal
competencies by prominently assessing the strengths, weaknesses, opportunities and threats. In
regard of Brichbox they undertake this framework which is mentioned as: Strengths: The suitable strength of Brichbox is that they tends to provide services by
online platform in order to target their customers by focusing on personalisation and
customisation that leads to make things quite different from their rivals. Weaknesses: Presently, organisation move towards the updated technology and due to
this, they tends to face shortage of financial resources and difficulty regarding the
expansion of business. Opportunities: Due to the advanced and effective use of technology, they tends to
undertake suitable opportunity and concerning procedure for their customers (Bican and
Brem, 2020).
 Threats: It represent the suitable threat and it is because of the shortage of access of
resources undertaking the environmental practices for the local community that
negatively impact the functioning of company.
Hence, the suitable identification of prominent functions is useful for having analysis of
both external and internal environment which is essential for undertaking the market situation.
Moreover, it also tends to become more effective considering the responsibilities of manager in
terms of managing and ensuring suitable factors for effective use.

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
Within an organisation, it is important for them to make effective use of marketing
strategies by undertaking the achievement of goals and objectives in an effective way. For this,
there are various types of emerging digital business models which are mentioned as:
Open source model: This model is developed by the community developers to promote
effective access of software. Currently, it is not available for the free as most of the companies
need to pay some sort of fees to have access of open source software. So, it is undertaken as the
most useful digital business model. Benefits: By considering the effective use of digital models in business, it tends to depict
the easy things for an organisation like effective access of software and its uses.
Moreover, this model is also cost effective as various individuals tends to use it by which
it has average subscription which is charged for their additional characteristics (Kraus
and et. al., 2018).
 Drawbacks: According to this business model not everyone is suitable in order to get
prominent intentions considering the use of it and also represent that there are several
users who can take benefit of it effectively. Moreover, not all the users are friendly for all
the devices and it is also not compulsory to work for it. Hence, it depict that open source
is not user friendly for them.
Free model: It is undertaken as the emerging digital business model in order to make
things quite easier for having effective use of products and then validation is done for having
large number of individuals in terms of using suitable products and services (Fahlevi and et. al.,
2019). Moreover, it is easy for company and customers to achieve their goals and it is used by
Google and Facebook effectively. Benefits: By considering this model which is able for them to enhance their overall
reputation in market area and also lead towards the brand awareness at the international
level for the large number of individuals. Moreover, it is helpful it tends to enhance the
productivity in order to work with full efficiency. Drawbacks: It represent the drawback as by this, company tends to undertake uncertain
events by considering the changed behaviour of customers, market trends and so on.

Prominent challenges which are concerned with information security threats and ethics Unauthorised access: By undertaking the effective enhancement and use of digital
technology and for this, hackers tends to use effective access and use of competency for
having effective access of other information security system (Tziogas and Tsolakis,
2019). It also tends to depict the prominent challenges which are needed by Brichbox and
also need to update overall information undertaking the website and effective application.
 Customer virus: It represent the major threat for undertaking the information security as
it is the effective type of customer program which tends to make changes in file and their
own codes. For this, the competitive environment of Brichbox tends to effectively put all
the suitable viruses for the information security system.
Hence, by undertaking the suitable discussion, digital tools are helpful for company as it
tends to make things easy and effective for them for their potential customers. Despite from this,
it is also easy to analyse the suitable threats for having effective security system which are
needed by company in terms of having prominent operations for their business by internet.
Critically evaluate the importance of new collaborative relationships and strategic alliances
through digital technology for implementing personalisation
By undertaking the effective enhancement is competition, various companies tends to use
effective tactics undertaking the development of company. In regard of Brichbox, they leads to
put emphasis on the effective collaboration undertaking the objectives for implementing
personalisation in their business. In regard of this, collaborative terms depict the suitable process
of working effectively undertaking the overall objective of achieving desired goals and
objectives (Aagaard and et. al., 2018). Hence, it leads to represent the healthy relations which are
effective for implementing personalisation. Therefore, the significance of collaborative terms and
healthy relations which are discussed as:
 By considering the suitable focus on collaborative terms, it is easy for company to
effectively expand their business at the global level by effectively sharing profits and
losses. For Brichbox, they leads to have effective growth of relationship for having
significant collaboration with other companies.
 Despite from this, company effectively opt collaborative relationship with healthy
relations by achieving objectives in prominent manner. Despite from this, personalisation
is implemented by considering the effective use of digital technology at the enhanced

level. For example, to having effective relations and suitable collaboration with Brichbox
they are competent in order to fulfil the suitable needs that leads to deliver prominent
products on the continuous basis.
 Along with this, it is essential for them to effective undertaking prominent factors which
are useful in terms of assessing the data of individual by having effective benefit for
information for their customers which is reliable to consider the needs of individuals.
 Despite from this, both of them are effective for having advanced and digital technology
which is effective in terms of implementing personalisation (Standing and Mattsson,
2018). In terms of having effective development, they are capable by focusing on the
suitable expansion with other companies by which they effectively tends to access
suitable sources for their customers.
Hence, by undertaking the above discussion, it is identified that for the effective use of
collaboration and healthy terms are useful in terms of achieving prominent objectives and goals.
Despite from this, they are useful in order to implement the personalisation by which they are
capable to develop positive relations with others. Despite from this, effective rational for the long
term survival is prominent by focusing on the fulfilment of the requirements of individual.
Compare and contrast digital business and e-commerce. What are the E-Commerce principles
and discuss how they could be applied to digital businesses?
For having effective and digital businesses, both are essential in order to put emphasis on
the suitable learning of company. Despite from this, the retailers need to effective use digital
businesses for having effective execution in their business. Despite from this, the changes in
marketing trends are essential in order to get aware about the objectives which are achieved
prominently. Hence, these are different form each other by having effective analysis which are
as:
BASIS Digital business E-commerce
Meaning
It depict the effective business
functioning for the updated
technology by considering the
competitive technology for having
effective functioning and
It represent the effective
buying and selling of products
for having prominent use of
online method and internet.

operations.
Objective It undertake the prominent goals for
the digital business to pursue their
business activities for having
prominent use of digital methods
(Streuer and et. al., 2019).
By considering the effective
use of e-commerce and
effective objectives that tends
to provide effective objectives
by offering products through
online considering secured
manner.
Applications Digital business is effective at the
broad range by undertaking the
market area as well.
It is useful for the retail
activities and concerning
operations.
Hence, it is analysed that to effectively put emphasis on the effective concepts and
approaches in order to suitable result. For this, it is essential for them to undertake effective
market analysis for having their issues which does not arise. Moreover, undertaking the concept
of several types of principles are described as below: Business plan: It effectively depict the significant principle of E-commerce that tends to
reflect suitable planning of business which is easy to carry forward the overall process. It
is also time consuming process that need effective knowledge for the market research
strategy and analysis (Schwaferts and Baldi, 2018). Hence, without implementing
suitable plans it is not so easy to achieve effective objectives. Responsive e-shop: It represent the other essential and prominent factors of E-commerce
which tends to depict the needs of being responsive and also get aware considering the
issues and positive attraction of customers. For this, organisation is also fast for having
suitable response and represent the ability to improve brand value at the effective level. Use various payment methods: It represent the effective principle of E-commerce which
is useful in terms of reflecting and also undertake wide variety of payment methods
considering Paytm, GooglePay, UPI, e-wallets and many more (Senyo, Liu and Effah,
2019). Along with this, in few areas company also undertake cash on delivery method by
considering various kinds of payment methods which are undertaken by customers.

 Be-aware of returns: This principle of e-commerce is effective for the business activities
in order to lead for running online business activities and also get aware for having
effective time and date from the side of customer (Sousa and Rocha, 2019). It is also
essential as it tends to keep things update considering the return factor which is helpful to
enhance the faith and trust of customers.
By undertaking the above discussion, it is identified that both the digital and e-commerce
businesses are effectively required in terms of moving their business towards the success by
considering their goals in an effective manner. Despite from this, effective market research is
required for having positive result. Besides this, it also represent several kinds of principles
which are discussed from the perspective of E-commerce by organising suitable sales over the
computers, smartphones and so on by undertaking the digital version of shopping. It effectively
represent the availability of suitable products and services on e-commerce undertaking the
financial services.
CONCLUSION
By considering the preceding discussion, it is analysed that digital business is at the
enhanced level in market for having prominent rise of competition for their business which are
effectively linked for the digitalization. Moreover, it is also important to get aware about the
digital business and tends to accomplish prominent goals and objectives by undertaking suitable
theories. It also tends to give brief details by putting emphasis on the personalisation sector by
discussing on the prominent concept of virtual business analysis of environment which is
performed with the help of effective frameworks and models.

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