E-commerce System for De Montfort University: SWOT Analysis and Porter's Competitive Model

This article discusses the e-commerce system of De Montfort University, including a SWOT analysis and reflection of Porter's competitive model. It also suggests promotion techniques for the university.

RUNNING HEAD: E-COMMERCE SYSTEM
e–commerce system

E-COMMERCE SYSTEM 1
Contents
Introduction................................................................................................................................1
Swot analysis of De Montfort University..................................................................................1
Strengths.................................................................................................................................1
Weakness................................................................................................................................2
Opportunity.............................................................................................................................2
Threats....................................................................................................................................2
Reflection of Porter’s competitive model..................................................................................3
Threat of entrance of fresh competitors..................................................................................3
Bargaining power of suppliers................................................................................................3
Bargaining power of buyers and customers...........................................................................3
Threat of substitute technologies and services.......................................................................4
Competitive rivalry among the existing firms in the industry................................................4
Promotion techniques.................................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

E-COMMERCE SYSTEM 2
Introduction
Electronic commerce often abbreviated by the term e- commerce comprises of the selling and
buying of product as well as services over the networks of electronic system. It serves many
uses such as internet marketing, transaction processing, electronic transfer of funds in
addition to supply chain management. The updated channels of e commerce commensurate
on the platform of World Wide Web. Heavy percentage of e commerce is steered
electronically for the cybernetic items. It provides an easy access to the international market.
De Montfort University (DMU) is a public university well known for its zeal and
excellence in England. The department of UK Education has bestowed the institution as
“gold rating” in the year of 2017 for its fineness in teaching and of highest quality in
multidisciplinary working (De Montfort University, 2018). The DMU University uses the
framework of e commerce system for its exposure worldwide and in an attempt to influence
the targeted customers. The university covers a wide range of students from China, Malaysia,
England and various others around the globe. Still, measure needs to be undertaken for the
implementation of strategic plan in increasing the number of international students.
PART 1:
Swot analysis of De Montfort University
Strengths
DMU offers a wide range of domestic and international bursaries in the areas of growth and
exposure. The student get the surrounding environment of the respective country within the
campus. Activities like music, theatre, calligraphy workshops etc. takes place in everyday
routine. DMU is ranked as topmost among 50 universities in the country as it has been
continuously generating employability for the students just after the admission mechanism.
The biggest advantages realised is the attainment of international experiences in achieving the
career projections. The university have tie up’s with well-known brands and personalities say
for e.g. Stella McCartney and Lady Gaga. The location of the university is also distinguished
as it is an easy access to reach the city centre in Leicester from London with low amount of
living wage. Leicester is a less congested city with near about everything included in it. The
average charge for an intercontinental student tuition fees amounts to £11,987, whereas for
the class room built courses it is £11,750 (UKUNI, 2018).

E-COMMERCE SYSTEM 3
Weakness
There is a policy of first come first served basis. Various distinctive qualities and identity are
not recognised. Presence of fiscal uncertainty is also there in DMU. For staff and faculty
development there is limited resources. Occurrence of sluggish response to community in
addition with student’s needs. There has been continuous adjustments towards pressures of
growth.
Opportunity
Imparting of education for nourishing intellectual enrichment in students of all age group
(Thomas, Chie, Abraham, Jalarajan and Beh, 2014). There is a wide array of opportunities
available worldwide on online platform. Diversity in province of both students and industry.
New construction and growth potential should be recognised. Plans should be formulated in
the expansion areas of academic program and cultural activities. There should be mutual
balance of interest between societal and curricular networks. Partnership dealt in favour of
DMU University and global initiatives.
Threats
The major impact arises from the federal policy changes and reductions in funding. Nearby
and well recognised names are outlook as constant threat in terms of rivalry competitors for
DMU. The uncertainty factor in economy is also a problem. Danger of losing the prominent
faculty and staff to competitors for better opportunities offered (Altbach, 2015). The
consequences of negative perception in mind set of people.

E-COMMERCE SYSTEM 4
(Source: DIY – DMU, 2018)
PART 2:
Reflection of Porter’s competitive model
Threat of entrance of fresh competitors
New rivalry competitors keeps on emerging because of its attractive scope and high profit
margins. In case of DMU, there has been negligible added numbers of novel campus
grounded entries. This results in limitation of profit percentile for DMU.
Bargaining power of suppliers
Universities purchase multiple services which range from the benchmark of campus cafeteria
in food services to the extent of executive and academic staff. DMU reflects to be in strong
hand in process of negotiation as the number of service providers as well as alternatives are
countless. Some of the aforesaid mentioned covers academic staff, book publishers,
administration panel, technological and service providers, banks etc.
Bargaining power of buyers and customers
There are various parties which are critical to the DMU in generating of revenue such as
parents, students, alumni panel, research funders as well as content licensors (LeGates &
Stout, 2015). The key dimension is that many of the buyers have inadequate power within the
academia. The donor of the funds also have liberty in selecting most profitable area of

E-COMMERCE SYSTEM 5
investment. On the part of student, the enrolment decision lies after selection procedure is
compiled up.
Threat of substitute technologies and services
There is lower cost in utilization of alternatives like community colleges. Likewise, existing
or emerging certificate programs generate at great pace. The market of educational
background around DMU keeps on influencing the targeted customers. New substitutes
emerges with a propagation of digital stages. With the event of massive open online courses
such as Coursera and EdX, the classroom based academia is affected (Burd, Smith and
Reisman, 2015).
Competitive rivalry among the existing firms in the industry
There has been a generous and strong competition in the categorisation of type of university,
fees, ranking, reviews and location. The rivalry among universities is robust to say the least.
However, it is intense and offers mostly distinguished services to the individuals by enticing
the key areas of teaching arrangements and updated research.
PART 3:
Promotion techniques
1. The channels of marketing through social media sites should en encouraged such as
Instagram and Facebook marketing tactics.
2. Video and animation can result in a proven way to popularize programs, campuses,
courses and advertisement on DMU website and other areas (Knight, 2015).
3. Leveraging faculty and team members for opting to digital PR platform.
4. The tools of info graphics and visual resources could be used to aid admission teams in
dealing with industry and career statistics.
5. Virtual tours and reality should be transparently displayed within higher education
(Burbules and Torres, 2013).
6. Fees structure, discount rates and placement structure should be highlighted, making the
choices easy for targeted customers.
7. The grievance’s redressal mechanism should be given due importance.
8. The number of daily visitors on website and their respective areas of interest should be
critically analysed.

E-COMMERCE SYSTEM 6
Conclusion
The evidence show that studying at DMU is quite cheaper in comparison with University of
Leicester. Apparently for improvement in English language, many uninterrupted English
courses are routed. Students are nourished in various areas and paid individual attention.
Also, there are many workshops provided by DMU in order to help students gain practical
knowledge as well. The tutors in the academy are highly qualified and supportive in nature.
The admission procedure include IELTS test, in case of non-occurrence of above the
gateways of DATE test with nil cost is open. There has been constant support in addressing
the grievances of international students regarding admission in DMU and accommodation
part.
Henceforth, DMU should maximise efforts for extending strengths and benefits of
studying at former. The promotional tactics should be enlarged to reach targeted potential
students and influence the choices of decision respectively.

E-COMMERCE SYSTEM 7
References
Altbach, P., 2015. Higher education and the WTO: Globalization run amok. International
Higher Education, (23).
Burbules, N.C. and Torres, C.A., 2013. Globalization and education: Critical perspectives.
Routledge.
Burd, E.L., Smith, S.P. and Reisman, S., 2015. Exploring business models for MOOCs in
higher education. Innovative Higher Education, 40(1), pp.37-49.
De Montfort University, 2018. About us (online). Available at http://www.dmu.ac.uk/
[Accessed on 1st April 2018].
Knight, J., 2015. Five myths about internationalization. International higher education, (62).
LeGates, R.T. and Stout, F. eds., 2015. The city reader. Routledge.
Thomas, S., Chie, Q.T., Abraham, M., Jalarajan Raj, S. and Beh, L.S., 2014. A qualitative
review of literature on peer review of teaching in higher education: An application of the
SWOT framework. Review of educational Research, 84(1), pp.112-159.
UKUNI, 2018. Top 10 reasons to choose DMU (online). Available at
https://www.ukuni.net/articles/top-10-reasons-choose-De-Montfort-University [Accessed on
1st April 2018].