E-commerce and Asos Website Analysis

This assignment delves into the analysis of Asos's e-commerce website. It examines key aspects such as website design, content clarity, user experience, and the role of search engines in influencing customer behavior. The analysis aims to evaluate the effectiveness of Asos's website in promoting its products and services, considering factors that contribute to a successful e-commerce platform.

Internet &E-Business
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Table of Contents
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INTRODUCTION
In the present era, technology is growing in very fastest speed because individual’s life
largely depends upon the technology. In this manner, internet plays a very crucial role which is a
large system of connected computer at all over the universe that permit public to exchange
information with each other (Guffey and Loewy, 2012). With the help of internet, many business
organisation expand their business at global level. In a general word it can be said that when
company exchange its product and services with customer by use of electronic medium like
internet, mobile, email is known as electronic business. Following report provided the depth
knowledge and understanding about the internet and e business and its importance in the context
of Asos.com which is founded in 2000 in UK and delivers fashionable customer products by
online. Furthermore, the security and legislative issue like fireball, antivirus software has also
addressed in this report. Moreover, evaluation of the impact of well designed website has been
also studied in this report.
TASK 1
1.1 Description about e-business environment and types of business transactions
As per the given business scenario, Asos is a well established online fashion destination for
fashion lovers and its has launched in 2000 (Guffey and Loewy, 2012).It sells its own
fashionable consumer goods as well as other world famous brands at its own website that is
Asos.com. The cited venture is very well settled organisation in the series of e-business, as it
strongly maintained its business in the environment. While it has started its business at online
then it have faced various elements of internet environment like www, intranet, extranet etc.
The world wide web is that platform where documents and other web resources are determined
by URL. In other word it can be said that while company starts business on internet then it have
to submit its information at URLs and interlinked by hypertext links which is generally known
as web (Gurau, 2008). Corporation have share its data with intranet and extranet. Intranet is a
network which uses internet technology and insulted by global internet.
In a simple term electronic business start over a computer mediated network which includes
supply of rights to utilise of commodity.
Following are various kinds of business trisection-
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 Business to business is a transaction in which one organisation sell goods and services to
another business enterprise.B2B transaction are multifaceted and often involve multiple
transaction at every stage of supply chain.
 Business to customer is a business transaction in which company sell product and
services to customer and their value is determined in terms of money. Asos company is
dealing with B2C model of e business because it sells products directly to consumer
online.
 Consumer to consumer is that transaction in which one customer sell product and
services to another customer. For example, if someone publish advertisement in the
newspaper for sale its car to any one is known as C2C business transaction. In this
transaction, wholesalers, retailers and other businesses not involve (Hackley, 2005).
 Consumer to business is a type of business trisection under which customer sale its
product and services to organisation. Reverse auctions are a general example of consumer
to business model under which consumer drive transaction and offer their won price for
commodity.
From the above analysis it has been concluded that Business to business is a transaction in which
one organisation sell goods and services to another business enterprise. B2B transaction are
multifaceted and often involve multiple transaction at every stage of supply chain. On the other
hand Consumer to consumer is that transaction in which one customer sell product and services
to another customer.
1.2Explaination about benefits and barriers to business while it consider online business
Asos Company have various benefits from the online business which are as follows-
 One major benefit is that cited firm can easily collect feedback from customers related to
product and services. It is easy way to identify how product effectively meet customer
expectation and what kind of improvement needed in the product yet.
 With the help of online business, marketing cost is reduced because in this there is not
requirement of sales representative and also it reduces printing and distribution cost.
Online business assist in saving the money and reduce the additional expenditure of the
organisation.
 Company can easily announce information about product and services at one time to
large numbers of customers (Mitic and Kapoulas, 2012). Online business assists in
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attracting the large number of customers toward the company as customer can easily
acquire the all information about the product and services.
Some of barriers in the online business are as follows-
 Security and protection is major concern in the online business because many hacker are
available at internet. One more barrier is about insufficient government guidance.
 Set up cost is very high if any company start its business at online and it may face
difficulty integrating IT system.
1.3Security and legislative issues
Asos company have to take consideration about data security because there are various
kinds of threat or challenge for business while it deals at online business and share its business
and product information at internet. Some of the data security threats are as follows-
 Spyware is a kind of security threat which collect information in the absence of company
knowledge. Computer virus a type of programs which replicate itself from one computer
to another computer and make slow the speed of computer.
 Hacking is one of the major threat for online business which stole the information about
company in internet. Worm is a idol system programme and spread in another system.
With assistance of this software company can keep secure the important data and
information about the business.
As it discussed that there are various kinds of data threats while business publish information
at net and start business online. Some of the security which provide protection to Asos which
are as below-
 In the market there are various kinds of online antivirus available through which
unwanted viruses can remove from system. This programs detect viruses like worms,
Trojans and damage them. Asos can secure its online business by use of high quality
internet antivirus.
 Digital certificate is one another source to secure transaction of information at
internet. It is a type of password which allow a company to share information
securely over the internet using the public key infrastructure.
 Digital signature also aid Asos company in protecting its data on internet. By use of
this security company can solve the issue of tampering and impersonation in digital
transaction.
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Government of UK has made some of legislation related to online business and trisection
which Asos company have to follow-
 As per the health and safety at work act, company have to provide health and safety
training to its employees who are working in organisation so as they can learn the
secure criteria of working at internet and cannot harm their health. Firm should
provide facility of eye test to employees at regular interval so their eye can not get
harm by regular using computer (Mitic and Kapoulas, 2012).
 As per the data protection act ,the data which used by Asos must fairly and lawfully
processed. In addition to this data should not be exchanged to their countries outside
EEA. Moreover, the data which used by firm must be accurate and up to date it must
not expired and wrong (Li and Li, 2011).
 As per copyright, design and patent act 1988 all kinds of intellectual property is
protected and ensure that the authority creators of a piece of work receives equally
credit and payment.
1.4 Modes of communication
Asos can use various model for develop communication with customer at the internet which are
as follows- Online chat/ live chat- Asos can easily communicate with its customer by live chat. For
this it have to develop a feature on its own website at which customer who visit the
website can share their queries with company representative. Phone support- It is one another mode of communication which provided by company at
its own webpage. Customer who have queries can easily contact with sales
representative and ask question with them. All e- commerce site have option of customer
support so Asos can develop communication with customer by use of this option (Ulrich,
2000).It is one of the most effective tool by which two or more then two people can
easily communicate with each other. Cited venture easily resolve the complaints of
customer by use of phone and taking their order about the product and services. Blog- With the help of blog, Asos can provide relevant information about product and
services to customer by its own webpage.
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 User comments- Company provide comment column on the internet webpage where
customer can easily share their view, suggestion and opinion related to product and
services. With assistance of this , firm can easily identify customer expectation and
complaints. EDI- It allows transfer of business information and documents internally and externally
among workers, client and suppliers.
 Electronic fund transfer- It refers to the secure and cost effective methods for online
payment and collecting handling in online businesses. Customer can easily pay their bill
by debit and credit card.
TASK 2
2.1 Internet technologies and their importance
E-business is a process under which company exchange product and services to customer
by use of electronic medium. Asos Company is a well settled online business which use various
internet technologies in order to conduct online transaction with customer. Internet is a platform
which occupied by network of networks. Along with this network each one system is occupied
with specific IP address (Parker and Castleman 2007). TCP/IP is a transmission control protocol
and internet protocol which is a unique sets of numbers which defines computer system
locations. The major role of internet protocol is to ensures the reliable data transmission over a
network. File transfer protocol is another internet technology which aids in transmission of files
between various computer through internet. One another internet technology is hypertext transfer
protocol which assist in transferring multimedia files like video, audio, message, conferences,
animation, games, image, graphics over internet. Secure hypertext transfer protocol is another
internet technology which is encrypted and comprises of digital certificates. Internet message
access protocol is used by various customer at a same time for exchange email.
Following are some importance of internet technologies in Asos-
 Asos can easily share information about product and services at a single time to large
numbers of customers.
 Internet technology enhances innovation and flexibility in the business and increase
profitability.
 Asos can increase its brand image on the internet and acquire large customer attraction.
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 Asos can develop competitive advantage and increase the speed of supplying products
and services.
 Internet technology assist in attracting the large number of customer at a single time
because by this medium, company can post the various information about the product and
services like video, images, picture, link and content so as customer can get proper
awareness about the commodities (Parker and Castleman 2007).
2.2 Major features of HTML
HTML stands for hypertext Markup language which has launched by Berners Lee. This
technology aids in creating document which contains text, graphics and link sand that document
can be read by a special software program. HTML structure have major two parts that is title
head and body. Head section identifies first part and body section is that part which is used for
text, image, video etc. Major features of HTML are as follow-
 In the WebPages and internet application, HTML support in creation of context menus.
 Its canvas feature assist in providing a surface for developing images, graphics ,
animation on web page.
 HTML new version provides additional features like email option and numbers, date,
time, months etc. Its audio and video features allows user to share video and audio on the
webpage (Kirtiş and Karahan, 2011).
 HTML meta feature gives information to user about the webpage.
 HTML allows user to use valid data attributes which aid in storing information in the
absence of influence the web page.(Parker and Castleman 2007)
2.3 Analysis of the function of client server and browser and role if search engine
In order to manage disk drives and network traffic, one powerful computer supports is
known as server and while its connects with various workstations on which user run application
is known as client. In other word it can be said that one system represents its functions as a client
to supply service request from other programs (du Plessis and Boon, 2004). It can be said that
the client server model allow service requester, clients and service providers for develop
communication framework by use of network processes. Client server assist in increasing a
speed of internet network and provide security by single password. However it is too expensive
and required administrator for operation.
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A browser is a software program which created as a easiest mean and expand information on the
www. It used in providing a specific address to all available files on internet like
https://www.youtube.com/watch?v=wxu7eZrPUyQ. By clicking a single page
on the web, user can taken to a different place or another website together.
On the browsers, there are various kinds of arrows like backwards, foreword,
reloading etc which assist user in reaching the page where they want to go.
Following are some role of search engine-
 Search engine is a software system that generated in order to search
information on the world wide web. For example, Yahoo, Bling, Google,
Lycos etc are search engines which assist to user in identifying and
searching right information at internet.
 It specialized websites which aid to user in searching information on
web.
2.4Evaluation of use of intranet and extranets
Intranet have its own server and fireball and its a kind of private network in the company.
Basically it is secured and protected by global internet from fireball and its required to log in
with some specific secured password. It assists to user in saving time, fastest communication,
collaboration etc. Extranet is a network which is within corporation but managed and controlled
by outsiders (Smith and Chaffey, 2002). It aids in developing collaboration because various
customer, suppliers and businesses work together. It helps business in improve the quality of
services, fastest business transaction improve customer services and better communication. In
the Asos company, intranet and extranet can used in order to develop collaboration with other
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businesses and make speed transaction of information at internet. With the help of these network,
company can improve its customer service and get touch with them easily.
TASK 3
3.1 Various e-business models
Ecommerce is a business model under which selling ,buying, transferring and exchanging
product by use of electronic networks and computers. For example, Myntra, Snapdeal, Groupon ,
Zynga etc these organisation used e-commerce business model. Another business model is
advertising which is one of the oldest source of generating revenue (Petrovic, Kittl and Teksten,
2001). It enhances customer attraction and develop brand image. For example text
advertisement, search ad, recruitment ads, emails ads etc. Another e business model is freemium
under which company sell a basis free product to as many customers as possible but keep the
premium characteristics for paying buyers. For example, Dropbox provides offers for free 2GB
data of free cloud data storage. Asos is using e-commerce model under which it sells product and
services to customer by internet and generate revenue easily by internet. Follwoing are major
three E-business model-
 B2B- Business to business is a transaction in which one organisation sell goods and
services to another business enterprise. B2B transaction are multifaceted and often
involve multiple transaction at every stage of supply chain.
 B2C- Business to customer is a business transaction in which company sell product and
services to customer and their value is determined in terms of money. Asos company is
dealing with B2C model of e business because it sells products directly to consumer
online.
 C2C- Consumer to consumer is that transaction in which one customer sell product and
services to another customer. For example, if someone publish advertisement in the
newspaper for sale its car to any one is known as C2C business transaction. In this
transaction, wholesalers, retailers and other businesses not involve (Hackley, 2005).
 C2B- Consumer to business is a type of business trisection under which customer sale its
product and services to organisation. Reverse auctions are a general example of consumer
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to business model under which consumer drive transaction and offer their won price for
commodity.
3.2 Analysis of each model-
It has ascertained that there are various kinds of ebusiness model which assist to company in
develop its business at internet. These all are aids in generating revenue. For example,
advertising model influence customer for visiting website like on you tube user can share video
and earn the revenue. Linkdin provide information related to recruitment and Google provide
search engine optimisation. By use of this tool, user can easily generate revenue and expand its
business on internet. One another model auction model which offer sellers and bidders dynamic
pricing strategy which aids in generating revenue. E- distribution model used in online order like
DVD and file download, online video, animation, online games etc. B2B transaction are
multifaceted and often involve multiple transaction at every stage of supply chain. This is most
effective tool to generate the revenue and profitability. With help of this tool, company can
expand its business by dealing with another organisation. On the other hand business to
consumers a business transaction in which company sell product and services to customer and
their value is determined in terms of money. It assists in generating the revenue because by this
company can attract the large numbers of customers.
3.3 Future developments in e-business models
As per the above discussion it has been ascertained that there are various kinds of e-
business model through which company can easily generate revenue. In the near future,
ebusiness will top level business because customer are more like to purchase product and
services by online as it is a secured and fastest services platform where customer can easily
communicate with organisation representative (Osterwalder, 2004). One another reason is that
ebusiness can easily operated and rapidly adjusted are portable devices such as tablets ,
smartphone etc. In the near future, online retailer should provide more effective customer
support by online chat, comments etc. Social media will be more attractive and most popular
platform for ebusiness because most of customer like to use social media sites like face book,
twitter etc. Asos should increase promotion on social media and provide special discount to
customers. With help of social media channels like Facebook, twitter, instagram etc company
can able to attract the large number of customers. By these medium, company get the feedback
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and review of customers about the product and services and resolve their complaints about the
services online.
TASK 4
4.1 Key elements of good web design
An attractive website is that which have high traffic and have a clear content. It should
include clear and effective writing which visitor can easily understand. It should includes visible
language and highlighted keywords. Website must have proper heading and title which visit can
easily understand the meaning and purpose of webpage (Kotler and Armstrong, 2014).
It must includes minimum tags and another links because another links creates confusion
for visitor. It navigation should easy to search for user. One major key element is body where
bulk of the page contained and includes tables, images, list and graphics. Site link is another
element which enhance navigability of webpage. An effective website must have special HTML
tag which provide information about the web. Search engine plays a very important role in web
design by which individual can obtain the maximum information about the product and services.
With help of search engine, individual can place the data about the commodity (Osterwalder,
2004).
4.2 A good and welcoming website
A well designed website is key success of any e business because a website is a platform at
which customer and organisation exchanged their information about product and services so the
website should clear and easily to understand customer. With the help of website customer can
easily access to the information about product and services so it is very important platform for e-
business to get success. It is only platform where company can put various kinds of information
about product and services and influence customer to purchase it so it should be attractive and
objective oriented. In a good and welcoming website, all information about the product and
services should be clearly mentioned. There is not any kind of additional links which could
confuse to the visitors. Creative data and picture may assist to visitor in getting an accurate data
about the product and services. In addition to this, website should load in fast manner and there
should not any kind of errors in the webpage.
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4.3 Issue concerning websites usability
The content should real and unique at website. There should not more links and tag because
these creates confusion in the mind of visit. The website should be improved by use of clear and
relevant information. A web designer should add attractive colours and images on the webpage
which attract customer. The content of information about product and services must includes all
relevant data about commodity like prices, features .Images and picture must for represent the
information about product in front of customers. Asos company should attract large numbers of
customer by developing attractive and meaningful website for its online customers. Asos
organisation can design an effective web page on the internet by using the accurate and relevant
data about the product and services. While company design an effective web page then the major
issue is related to the browser size, where the form, information overload, sense of place etc.
Cited venture overcome these issue by identify the accurate information about the subject.
CONCLUSION
From this project report it has been concluded that Asos has used ecommerce model in order
to transfer product and services by network and computer. Cited venture have to follow various
legislation and code of conduct in order to provide protection and security to user as well as
employees. There are various mode of communication like email, live chat through which
customer can get communicate with company representative.
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