Digital Business Management and Emerging Technology - Desklib

This article discusses the E-business model, competitive strategy, digital marketing strategies, e-CRM, and cyber security measures adopted by Greencore organization website. It also provides recommendations for improvement. The article is relevant to the subject of Digital Business Management and Emerging Technology.

DIGITAL BUSINESS
MANAGEMENT AND
EMERGING
TECHNOLOGY

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Identification of E- business model that the website pursues......................................................1
Identification of competitive strategy and digital business strategy the company has
followed and provide recommendations......................................................................................2
Digital marketing strategies.........................................................................................................3
Similar web market intelligence platform similar webcom discuss the customer traffic data and
provide recommendations............................................................................................................3
Identification of e CRM and social network channels linked with the website and provide
recommendations.........................................................................................................................4
Identification of cyber security measures the company website has in place and discuss
whether company website comply with e business ethics as well as provide recommendations5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digitalization can be defined as use of digital technologies that can change a business
model for enhancing value producing opportunities and enhancing revenue (Bican and Brem,
2020). Digitalization has increased usage and implementation of digital technologies for running
business. Various organizations are running upon these technologies itself as a result focus upon
digital business management has increased drastically as it helps in management of
communication, web development, maintenance of website etc. this assignment will be focusing
upon identification of E-business model, competitive strategy, intelligence platform, CRM, cyber
security measures adopted by Greencore organization website. Greencore is a leading
manufacturer of convenience foods. They supply wide range of frozen, chilled, and ambient
foods to some of the top most successful food services and retail customers in UK.
MAIN BODY
Identification of E- business model that the website pursues
E- business model is simple approach that can be adopted by a company for becoming
profitable and enhance their presence upon internet (Zhang, Daim and Zhang, 2018). It is
extremely important for an organization to identify an appropriate E- business model that can be
adopted by an organization for running successfully on internet.
E- business model adopted by Greencore organization is: Manufacturer (Direct) Model.
This model is used by manufacturers for reaching their end customers and buyers and
compresses distribution channel. Using this model, they can maintain their efficiency and
customers service in an appropriate manner. Greencore is majorly a manufacturer of
convenience food. They manufacturer and sell these food products to grocery stores, and other
retailers including supermarkets. Their manufacturing and buying choices have helped them in
enhancing traffic to their websites and has further helped in optimizing their efficiency.
Greencore business uses this model for manufacturing convenience food products and
sell this product to their end customers through their website. Adoption of this E- business model
directly helps them in maintaining high degree of operational demand and commercial flexibility
for fulfilment of their customers needs and demands as per the understanding of organization by
gaining insight of customers preferences. They have developed their website on the basis of this
model only where actions taken by them, their responsibilities, main goals, pictures etc. are
visible to their customers.
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Identification of competitive strategy and digital business strategy the company has followed and
provide recommendations
Greencore organization uses Porters competitive forces model for developing appropriate
and effective competitive strategy. Whereas uses value chain model for bringing required
changes within their business strategy.
Greencore has focused upon using Information system and developed an interactive
website for their customers for gaining competitive advantage. They have developed their
interactive website by evaluating competition in the market, threats that they can face with the
help of Porters competitive forces model (Ukko and et. al., 2019). They mostly use product
differentiation competitive advantage strategy for gaining competitive advantage and this
strategy has been developed by them on the basis of porters five force. On the basis of this
model, they evaluate their competition and threats and gain competitive advantage, such as:
 New market entrant: As Greencore are leading manufacturer of convenience foods who
already have developed their own interactive website for their customers so that it becomes
easier for their customers to communicate and reach organization. This reduces threat of new
entrant and helps in gaining competitive advantage.
 Substitute products: They themselves manufacture convenience food items and sell those
products to their customers. If any kind of modification are required by customers, then they
can make those required modifications accordingly. This reduces threat of substitute product
and gain competitive advantage.
 Suppliers: they are only dependent for raw material upon their manufacturers because
remaining manufacturing is done by company itself.
 Competitors: they do have traditional direct competitor’s bot very few of them have their
own interactive website that can be used by their customers for ordering, communicating
with the company which help them in gaining competitive advantage.
 Customers: They do provide commercial flexibility to their customers for fulfilment of their
needs which further helps them in gaining competitive advantage.
Adoption of information system and internet for running their own website has directly helped
them in gaining competitive advantage over above specified forces. They further uses Value
Web for development of business strategies as per their convenience.
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It has been recommended that they can adopt Low- cost leadership strategy for gaining
competitive advantage and should adopt required changes within their business strategies
accordingly. this is because this strategy will directly help them in attracting a greater number of
customers which will eventually help them in gaining competitive advantage.
Digital marketing strategies
They use target marketing strategy for marketing of products and services provided by
them (De Pelsmacker, Van Tilburg and Holthof, 2018). They have focused upon demographic
segmentation of B2B target marketing in which company, industry is being focused upon by
them. They can focus upon adopting marketing and product positioning strategy for digital
marketing of their products upon social media, search engines etc.
Similar web market intelligence platform similar webcom discuss the customer traffic data and
provide recommendations
Similarweb.con is a market intelligence platform that can be used for evaluating customer
traffic data of any application, website et. This Website gives complete analysis of total visit to
website, bounce rate, page per visit, traffic engagement in last three months. Below provided
data clearly helps in understanding customer traffic upon this website of Greencore.
As per the above provided data from Similarweb.com marketing platform it has been
identified that total visit upon this website till data is 62.3K, bounce rate of this website is
41.11%. this high bounce rate of website clearly helps in indicating that experience of customers
after landing on website is not meeting customers expectations.
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From the above graph obtained from similarweb.com it has been identified that total
customer visit on website in august was 80.4K whereas this number of visits on website fall by
22.55% which is 62.3K in September. For this, improving this customer traffic on website, they
can focus upon using analytical system or technology. This technology directly helps in retaining
and acquiring a greater number of customers by understanding number of customers who visit
website, page which is least visited by customers etc. It can further help organization in
managing sales process by supporting sales and representing sales process.
Identification of e CRM and social network channels linked with the website and provide
recommendations
e- CRM is an internet- based technology such as website, email, forums and other
challenges that can help an organization in achieving their CRM objectives (Kumar and et. al.,
2018). Some of the main eCRM applications or channels linked to website of Greencore are:
sales force automation for representing sales and recording customer visit. Managing sales
process is another that helps in supporting sales representative by recording sales process. Other
than this, customer service management is another that can respond to customer request for
information by interacting with database of website and provide information to customers. Social
networking channels linked to website are: Facebook, LinkedIn, Twitter, and Instagram.
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In order to bring further improvement, Greencore can focus upon enlacing search engine
optimization related activities by increasing social bookmarking, creating content etc.
Identification of cyber security measures the company website has in place and discuss whether
company website comply with e business ethics as well as provide recommendations
There are various cyber security measures that have been adopted by Greencore: they
have developed their own Greencore Acceptable website use policy. This policy helps in
explaining acceptable use of firm’s information resources and computing equipment’s. this
policy further helps in explaining website privacy policy in which type of information collected
by them, non-website information collected by them, cookies statements are explained to website
users or customers in a proper manner. They use up to date software and anti-virus protection.
They also have authentication i.e., whether a customer visit and login their identity is verified,
without acceptable passwords saved by customers they cannot login and when credentials are
verified and accepted only after that customers or user can login. All the data of customers,
products, and services and about client are encrypted and saved and whenever it is required to be
extracted only after decryption it can be read by customers.
E business ethics adhered by Greencore are: personal information of website visitors is
not shared with everyone. It is only shared if required such as with regulatory authorities, law
enforcement agencies, in case of law suit with layer. Accuracy is another e- business ethics
adhered by them where they provide accurate information about their processes, products and
services to their customers upon website.
It is highly recommended that they should also focus upon accessibility to personal
information of visits of website and should focus upon right to access information and should
develop policy for the same.
CONCLUSION
From the above assignment it has been summarized that digital business management is
one of the most important thing which is required to be focused upon when a business runs upon
digital technologies which further helps them in managing their business online.
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REFERENCES
Books and Journals
Bican, P.M. and Brem, A., 2020. Digital Business Model, Digital Transformation, Digital
Entrepreneurship: Is There A Sustainable “Digital”?. Sustainability, 12(13), p.5239.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Kumar, S., and et. al., 2018. Cybersecurity measures for geocasting in vehicular cyber physical
system environments. IEEE Internet of Things Journal, 6(4), pp.5916-5926.
Ukko, J., and et. al., 2019. Sustainability strategy as a moderator in the relationship between
digital business strategy and financial performance. Journal of Cleaner Production, 236,
p.117626.
Zhang, W., Daim, T. and Zhang, Q., 2018. Understanding the disruptive business model
innovation of E-business microcredit: a comparative case study in China. Technology
Analysis & Strategic Management, 30(7), pp.765-777.
Online
Similarweb customer traffic data of Greencore website. 2021. [Online]. Available through: <
https://www.similarweb.com/site/greencore.com/#overview >.
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