Online Enterprise - Part 1 - Website Design

This document discusses the design of successful e-commerce websites, including Nike, Adidas, and Hub Footwear. It explores the persuasive features, advantages and disadvantages, practical limitations, commercial limitations, legal limitations, and supply chain processes of each website. The document also includes a case study on ArZu's Footwear and concludes with a list of references and appendices.

Name of student:
Student ID:
Name of tutor:
Deadline:
Simplero account details:

Table of Contents
Online Enterprise – Part 1 – Website Design.............................................................................3
Introduction..........................................................................................................................3
Three Successful E-commerce Websites.................................................................................3
Website 1: Nike.....................................................................................................................3
Benchmarking - Persuasive Features of Nike................................................................4
Advantages and Disadvantages of Nike........................................................................17
Practical Limitations of Nike.........................................................................................18
Commercial Limitations of Nike...................................................................................18
Legal Limitations of Nike...............................................................................................18
Supply chain process of Nike.........................................................................................18
Website 2: Adidas...............................................................................................................19
Benchmarking - Persuasive Features of Adidas..........................................................19
Advantages and Disadvantages of Adidas....................................................................30
Practical Limitations of Adidas.....................................................................................30
Commercial Limitations of Adidas...............................................................................31
Legal Limitations of Adidas...........................................................................................31
Supply chain process of Adidas.....................................................................................31
Website 3: Hub...................................................................................................................31
Benchmarking - Persuasive Features of Hub...............................................................32
Advantages and Disadvantages of Hub........................................................................44
Practical Limitations of Hub.........................................................................................45
Commercial Limitations of Hub....................................................................................45
Legal Limitations of Hub...............................................................................................45
Supply chain process of Hub..........................................................................................45
E-Commerce Website Design – ArZu’s Footwear – (Website 4)...................................46
Five introductive features..............................................................................................47
Advantages and disadvantages of ArZu’s footwear....................................................51
Advantages......................................................................................................................51
Disadvantages..................................................................................................................52
Practical limitations of ArZu’s Footwear.....................................................................53
Commercial Limitations of ArZu’s Footwear..............................................................53
Legal limitations of ArZu’s Footwear...........................................................................53
Supply chain process of ArZu’s Footwear Company..................................................53

Conclusion...............................................................................................................................54
List of References...................................................................................................................56
Appendices..............................................................................................................................58
Appendix 1: Activity 1 – 100 Words Summary...............................................................58
Appendix 2: Activity 2 - Business Canvas Model............................................................58
Appendix 3: Activity 3 – Website Plan.............................................................................58
Appendix 4: Activity 4 – Five website pages....................................................................58
Appendix 5: Activity 5 – Presentation Slides...................................................................58
Appendix 6: Activity 8 – Benchmarking Slides...............................................................58

Online Enterprise – Part 1 – Website Design
Introduction
The continued growth of the internet technologies has provided a good platform and great
opportunities for business to expand their businesses. E-commerce, which is the use of
internet to perform business, has expanded the market and target audience for the various
businesses. Additionally, technological revolution has enhanced economic transactions and
are now easier and faster and this fact has further enhanced adoption of e-commerce across
the world. It is expected that online retailing will change as new technologies, distribution,
and sales channels continue to emerge that allows both the retailers and the customers to use
it anytime, anywhere, whether at work, school, home, or while travelling (Endo, Yang and
Park, 2012). Such developments have had a significant impact on retailing. Nearly all the
retailers ate re-assessing each element of their operations from marketing, customer service,
order fulfilment. Logistics, store design, advertising to merchandising.
Three Successful E-commerce Websites
This section will discuss three successful websites including Nike, Adidas, and Hub
Footwear. These are examples of footwear businesses that have embraced online retailing and
have enjoyed numerous benefits.
Website 1: Nike
In the past few years, Nike was using the brick and mortar strategy to sell its merchandise.
The company realized that the strategy was slow in addressing the dynamic customer
preferences and the company had started to experience some loses. In response to this, the
company adopted the online enterprise strategy, and this changed the way the company does
its business. The company developed its e-commerce website, Nike.com, and mobile
commerce app, Nike+. The company focused on customer experience to allow the enjoy
while shopping online just as if they were in a physical store. This strategy was effective and
up to now the company is reaping the benefits of online retailing. The company is constantly
experimenting and improving the customer experience to make sure that they meet the
customer experience.

Benchmarking - Persuasive Features of Nike
Nike.com has great features that attracts the customers’ attention. They include:
 First sight impression
Figure 1: First sight impression (Source: Nike.com, 2019)
 The menu is clear and basic, customers can easily find the brands they want by
clicking the brands icon also where they actually want to shop from.
Figure 2: Clear and readable Menu (Source: Nike.com, 2019)
 Gives the customers the functionality to customize the shoes

Figure 3: Shoe customization (Source: Nike.com, 2019)
 High resolution images
Figure 4: Use of High-Resolution Images (Source: Nike.com, 2019)
 Customers can easily find the shoes which are they looking for from those little icons
on the top of the website.

Figure 5: Guiding Icons (Source: Nike.com, 2019)
 Login, help, shopping basket/bag, language icons are nice and clear also search
bottom is very visualize
Figure 6: Clearly and nicely laid out icons (Source: Nike.com, 2019)
 The website has categorized the products and the users have been given various
options for search and filter

Figure 7: Search and Filter (Source: Nike.com, 2019)
 Straight and clear to the point product details
Figure 8: Product Layout (Source: Nike.com, 2019)
 Simple sign-up page

Figure 9: Sign up page (Source: Nike.com, 2019)
 Customers can easily find everything they want just under the bottom of the page
including social media, terms and conditions, helps, delivery and returns, gift cards,
student discounts, company details and more.
Figure 10: More Information (Source: Nike.com, 2019)
 It has a great login/sign in page with an option to sign in with Facebook

Figure 11: Sign in Page (Source: Nike.com)
 A simple registration page that is appealing with an option to register with Facebook

Figure 12: Registration Page (Source: Nike.com, 2019)
 It also allows users to select their location

Figure 13: Location (Source: Nike.com, 2019)
 It also allows customers to select the stores that are near them
Figure 14: Store Location (Source: Nike.com, 2019)
 The website also provides information about the company that could be relevant to
the customer like the history of the company

Figure 15: About Nike (Source: Nike.com, 2019)
 The website also gives the customers a page where they can seek help
Figure 16: Get Help (Source: Nike.com, 2019)
 It also has news portal where the company uses to inform the customers on the current
trends
Figure 17: News (Source: Nike.com, 2019)
 It also has a career where customers can be checking for any vacancies near them

Figure 18: Careers (Source: Nike.com, 2019)
 It also provides a platform for the investors to see how they can invest in the company
Figure 19: Investors (Source: Nike.com, 2019)
 It also provides NikePlan Apps that will enable the customers to train
Figure 20: NikePlan apps (Source: Nike.com, 2019)
 The website loads fast

Figure 21: Website load fast because the website has little but clear content (Source:
Nike.com, 2019)
 The customers are given the different options of shopping experience to shop by
brand or sport
Figure 22: shop by Brand or sport (Source: Nike.com, 2019)
 The font style used on the website is clear and readable

Figure 23: Good choice of Font style (Source: Nike.com, 2019)
 The header remains fixed when one is scrolling
Figure 24: The header remains in a fixed position (Source: Nike.com, 2019)
 The header and the footer are consistent in all the pages

Figure 25: Consistent header and footer (Source: Nike.com, 2019)
 The website has also maintained a consistent layout all throughout the pages
Figure 26: Consistent Layout (Source: Nike.com, 2019)
 The website also provides guidelines on how to work out for the customers

Figure 27: Work Out Guidelines (Source: Nike.com, 2019)
 The products are well organized on the product page with consistent image sized and
quality
Figure 28: Product Layout (Source: Nike.com, 2019)
Advantages and Disadvantages of Nike
Some of the advantages of Nike website include:
 Great choice of colours facilitating clarity and simplicity
 It is responsive and thus allows the customers to access it from any screen size
 It is not crowdy, products are well categorized and laid out
Some of the disadvantages include:
 The website is slow

 The slider on the home page takes the whole screen
 The social media icons are not clear
Practical Limitations of Nike
 Fraud are the major practical limitation of Nike
 Emerging threats such as hacking and data breaches
 The choice of the servers should be considered since any downtime could affect the
business
Commercial Limitations of Nike
 It is expensive both to design and develop the ecommerce website and also the
company needs to budget for marketing expenses for promoting the website.
 Hiring the personnel to help customers online is also expensive
 It is expensive to setup an IT infrastructure that will be able to manage the transaction
from the different countries because its need reliable and efficient components
Legal Limitations of Nike
 The company need to ensure that all the laws pertaining privacy and copyrights have
been met. Privacy is one challenge that the company is facing because of the risk of
exposing customer information
 Nike has to also ensure that its stores in the various countries are operating under the
law of the land
 The company is also obliged by the law to ensure that sensitive and personal
unidentifiable information is protected
Supply chain process of Nike
The supply chain of Nike footwear is an integral part of the business and helps to
manufacture the products in sells. The supply chain of this footwear brand consists of
upstream and downstream process. The upstream process involves the Tier 1,2 and 3
suppliers along with the contract suppliers. On the other hand, the downstream process
consists of the distributors, the retailers and the customers (Jabbour and de Sousa Jabbour,
2016). Please check table below;

Figure 29: Supply chain process of Nike (Source: Jabbour and de Sousa Jabbour, 2016)
Website 2: Adidas
Adidas is a footwear brand that is been in existence for a long time. According to Adidas,
ecommerce, especially mobile apps is a great strategy to interact with customers directly.
With regards to this, the company created an online business that did not require the company
to pay the taxes. The company implemented a strategy where it sold some of its products on
Amazon and the expensive products on its widening portfolio. Adidas is in rivalry with Nike
competing to improve their distribution channels, customer experience, and manufacturing
technologies to boost their demand for their products.
The company developed a mobile app and within four months it had been downloaded more
than one million times. The company incorporated several features to increase customer
experience including events, news feeds, and product updates.
Benchmarking - Persuasive Features of Adidas
 The choice of colours used by Adidas, Black on white, is appealing and more
attractive

Figure 30: Choice of colours (Source: Adidas.com, 2019)
 It has a menu that is well-structured, readable, and clear
Figure 31: Menu (Source: Adidas.com, 2019)
 Products have been clearly listed on the products page with strong images
Figure 32: Product Layout (Source: Adidas.com, 2019)
 All other relevant information has been provided at the footer

Figure 33: more information (Source: Adidas.com, 2019)
 Clear and readable registration and login pages
Figure 34: clear and readable login and registration pages (Source: Adidas.com, 2019)
 Provides the function for tracking customer order/package

Figure 35: Order Tracker (Source: Adidas.com, 2019)
 Appealing search label
Figure 36: Search label (Source: Adidas.com, 2019)
 Has live chat function to enable customers get in touch with sales representatives
easily
Figure 37: Live Chat (Source: Adidas.com, 2019)
 Provide an option for customers to personalize their products.

Figure 38: Personalizable products (Source: Adidas.com, 2019)
 Has provided a feedback options for customers to give their feedback
Figure 39: Feedback (Source: Adidas.com, 2019)
 The website has a consistent layout all across the various pages

Figure 40: Consistent Layout (Source: Adidas.com, 2019)
 The menu has a mega sub-menu that helps the customers to identify what they need
easily
Figure 41: mega Sub-menu (Source: Adidas.com, 2019)
 The logo is well positioned on the top left side
Figure 42: Appropriate positioning of the logo (Source: Adidas.com, 2019)

 Consistent font style and colours across the pages (black and white)
Figure 43: Consistent font style and Colours (Source: Adidas.com, 2019)
 It has a pop-up reminder for customers to subscribe to their newsletter
Figure 44: Pop-Up reminder (Source: Adidas.com, 2019)
 Product details are well structured on the product list with consistent size of images
and clearly labelled prices and description

Figure 45: product List (Source: Adidas.com, 2019)
 When one opens the product description page, all the details regarding the product
including available colours and sizes
Figure 46: product details (Source: Adidas.com, 2019)
 Product review and ratings are also shown on the website

Figure 47: Ratings and Reviews (Source: Adidas.com, 2019)
 When a customer selects a particular product, they are given more options of what
other customers who viewed
Figure 48: what other customers also bought (Source: Adidas.com, 2019)
 It allows the customers to zoom in on the product images

Figure 49: Zoom function (Source: Adidas.com, 2019)
 Has a great and well-structured shopping bag
Figure 50: Shopping bag (Source: Adidas.com, 2019)
 It has several payments options that is supported world wide
Figure 51: Payment Options (Source: Adidas.com, 2019)
 Has a secure SSL checkout to ensure that customer payment details are protected

Figure 52: Secure Checkout (Source: Adidas.com, 2019)
 The home page is appealing with attractive features
Figure 53: Attractive homepage (Source: Adidas.com, 2019)
 It also displays the recently viewed items on the home page
Figure 54: recently viewed (Source: Adidas.com, 2019)
 Trending products with amazing offers are also displayed on the home page to attract
the customers

Figure 55: Trending products (Source: Adidas.com, 2019)
 If a customer subscribes to the company newsletter, they are given 15% off the
products they buy
Figure 56: Subscribe to newsletter and get rewarded (Source: Adidas.com, 2019)
Advantages and Disadvantages of Adidas
Some of the advantages of Adidas include:
 Provide convenient and easy platform for customers to shop online
 Allows the company to better understand its customers
 Has facilitated the company to sell its products globally
Some of the disadvantages include:
 The website has a crowdy home page
 The size of the pictures is not consistent
Practical Limitations of Adidas
 The company has offered a feature for customers to personalize their shoes but even
with this function, many people still have the when it comes to online shopping.
 The company requires high performance server which are complex to configure
 The company requires skilled sales personnel to attend to customers queries online
24/7 because of the time difference in the different parts of the world

Commercial Limitations of Adidas
 Adidas is faced with huge labour cost because for the company to have a proper
eCommerce structure, the company needs to have the right deliver process which
requires specialized workforce
 It is expensive both to purchase and setup the IT infrastructure
 Hiring skilled and qualified personnel is expensive
Legal Limitations of Adidas
 The company needs to comply with a lot of cyber and business laws which are
different from country to country
 The company needs to adhere to copyright laws
 The company need to pay attention to data security laws in different countries
Supply chain process of Adidas
The supply chain of Adidas consists of various sourcing relations. There are contractual
relationships and core suppliers involved too. The shipping methods follow and after that the
tracking of the order occurs. The customer receives the possible order and receives the
returns. In this manner a product order in Adidas is competed. There are subcontractors,
there are materials and other service providers and agents too. Please check the table below
for more information;
Figure 57: Supply chain process of Adidas (Source: Jabbour and de Sousa Jabbour, 2016)
Website 3: Hub
This is an emerging footwear brand that was established in 2004. The company has been
doing a lot marketing to keep up with the tight competition from established brands such as
Nike and Adidas. One of the strategies that the company adopted is online retailing. Online

retailing has come in handy in increasing the market share and attracting more customers.
Since adopting this strategy, the company has experienced increase in sales.
Benchmarking - Persuasive Features of Hub
 The design of HUB’s website quickly helps their visitors to find what they are looking
for. They have used good designs and images easily helps customers to find what they
need.
Figure 58: Overall layout of the website (Source: hubfootwear.com, 2019)
 The website is responsive, and the choice of colours used is appealing and attractive

Figure 59: General Layout, fonts, and colouring (Source: hubfootwear.com, 2019)
 Use of high-resolution images
Figure 60: Professional and High-resolution Images (Source: hubfootwear.com, 2019)
 The registration and login pages are clear and well-structured

Figure 61: Registration and Login Pages are clear and readable (Source: hubfootwear.com,
2019)
 The menu has been categorized based on the target customers
Figure 62: Website Menu is clear and readable (Source: hubfootwear.com, 2019)
 The website loads very fast

Figure 63: the website loads fast (Source: hubfootwear.com, 2019)
 The products have been well laid out on the products page
Figure 64: Layout of Products (Source: hubfootwear.com, 2019)
 It has a great filtering option

Figure 65: filtering Option (Source: hubfootwear.com, 2019)
 The company has given a brief history about the business showing that they care
about their customers
Figure 66: Brief Company History (Source: hubfootwear.com, 2019)
 The website has very intuitive options for interacting with its customers through
social media and newsletters

Figure 67: Customer interaction Features (Source: hubfootwear.com, 2019)
 The website allows the customers to use different platforms for payment
Figure 68: payment options (Source: hubfootwear.com, 2019)
 Consistent header and footer across all the pages

Figure 69: Consistent header and footer (Source: hubfootwear.com, 2019)
 Great choice of background colour (black on white is very attractive and clear)
Figure 70: Body background (Source: hubfootwear.com, 2019)
 The submenu is very appealing
Figure 71: Appealing submenu (Source: hubfootwear.com, 2019)
 The logo is well position on the top-left corner
Figure 72: Proper positioning of the logo (Source: hubfootwear.com, 2019)
 The products are properly listed in the product page to avoid confusing the customer

Figure 73: Proper positioning to avoid confusion (Source: hubfootwear.com, 2019)
 The company also offer a 10% discount is one subscribes to their newsletter
Figure 74: Get rewarded for subscribing (Source: hubfootwear.com, 2019)

 On viewing the item, the customer is provided will all the necessary information
Figure 75: Product details (Source: hubfootwear.com, 2019)
 The product details page also supports zooming function to allow the customers to
have a clear view of the image
Figure 76: Zoom function (Source: hubfootwear.com, 2019)
 The customers can also share the link to the product on Facebook, Pinterest, and
twitter if they feel like it fits someone they know.

Figure 77: Share (Source: hubfootwear.com, 2019)
 Consistent use of the same font styles and colour
Figure 78: Consistent use of font style and colour (Source: hubfootwear.com, 2019)
 The customers will be rewarded with a bike for buying a shitload of shoes

Figure 79: Customer reward (Source: hubfootwear.com, 2019)
 There is a video showing the customers how to participate in the competition
Figure 80: Video (Source: hubfootwear.com, 2019)
 Their marketing strategies on the website is amazing, they sell products fitting a
particular season

Figure 81: products for every season (Source: hubfootwear.com, 2019)
 It has a well-laid out shopping cart
Figure 82: Shopping cart (Source: hubfootwear.com, 2019)
 Support guest checkout option
Figure 83: Guest Checkout (Source: hubfootwear.com, 2019)
 Contact details have been provided for if the customer faces challenges during
checkout

Figure 84: Contact details
 More important information is provided for the customer on the footer section
Figure 85: Footer information (Source: hubfootwear.com, 2019)
Advantages and Disadvantages of Hub
Some of the advantages of Hub website include:
 The website has provided a lot of relevant information for the customers
 The website allows the company to keep track of customers’ buying habits
 Warranty information has been provided for the customers
Some of the disadvantages include:
 Too much information has been provided on the home page and which confuse the
customers
 The product price is only in pounds and does not provide any other internationally
accepted currencies such as dollars

Practical Limitations of Hub
 Compared to Adidas and Nike, Hub Footwear is not yet and established brand, thus
the company has insufficient technological infrastructure needed to run eCommerce
business.
 Technical challenges including setting up complex servers
 There is need for highly skilled and qualified personnel to maintain the infrastructure
at all time to ensure maximum availability
Commercial Limitations of Hub
 The company requires huge technological cost in order to setup the required
technology for better performance
 It is expensive to hire qualified skilled personnel
 It is expensive to buy and installed high-performance systems
Legal Limitations of Hub
 Just like Nike and Adidas, the company needs to comply with a lot of cyber and
business laws which are different from country to country
 The company has to ensure that its stores in the various countries are operating under
the law of the land
 The company is also obliged by the law to ensure that sensitive and personal
unidentifiable information is protected
Supply chain process of Hub
The HUB Footwear company has a well-formed supply chain process involving the;
Manufactures, Suppliers, Distributors, Logistics providers, Contract manufactures, Retailer
and Customers (Stadtler, 2015). The raw materials are provided to the manufacturers. The
manufactured products are distributed to the retailers through the help of logistics providers
and the customers can easily receive the products (Genovese et al, 2017). Please check table
below;

Figure 86: Supply chain process of Hub (Source: Jabbour and de Sousa Jabbour, 2016)
E-Commerce Website Design – ArZu’s Footwear – (Website 4)
Arzu's Footwear Company has opted to adopt online retailing to promote and expand its
footwear business. Coming up with a successful online business requires a lot of creativity,
effort, and more importantly involve the target audience. The fundamentals remain the same
whether you are creating an online store or a blog post; the content need to be carefully
tailored to meet the needs of your audience.
This section will describe the various design considerations that Arzu's Footwear Company
development team put into practice when developing the company website. One of the key
considerations was the customer, how will the customer interact with the website? What is
the background of the company? What product will the company be selling? What features
will be added to the interface to make more friendly, easy to use, and appealing? What are the
basic shopping steps from the consumer perspective? What steps should be incorporated to
fulfil an order? And finally, why should Arzu’s consider online retailing? These are key
questions that I had to address before shifting to online retailing. What will the look and feel
of the website be like? How easy will it be for the customer to use the website? (Hartley,
2009). These are some of the questions that were constantly referred to while developing the
website interface. Other strategies are discussed below.
ArZu’s footwear company based in UK which sells various brands such as Nike Adidas, Vans
and many others. In the recent years, the company has grown rapidly online. It serves all

types of customers with their different choices. The customers are found to be happy with the
price standards of the products and the variety it offers. Moreover, the it has engaged itself in
the charity works. It is involved with sponsoring and supporting children and cancer patients.
The mission of the company is to provide best quality product to the customers by the help of
its strong supply chain system and customers-oriented strategy. It is evident that the
company will be successful in the coming years. The brands like Reebok, Converse,
Rockport are famous brands endorsed by most of the population in the United Kingdom. The
ArZu’s Footwear company will help the customers find all the brands in a single platform.
Since this is an online retail website, it is important to think and figure out what the customer
will be looking for. This is to ensure that the ideas are centred in the customer reality. Think
about the actions that the customer will be performing on the website. Basically, categorize
the customers into two groups, one group will know what they are looking for while other
will essentially be window shopping (Horton, 2013). Both these groups of customers will
have different intent and different way for looking for the shoes. Thus, when designing the
website, it is essential to consider both sides. This can be achieved by making the search
results filter faster and easy.
Secondly, group all the similar products together. In this case, the shoes on the website will
be put in to different categories (Jansen and Molina, 2016). For instance, the shoes can be
grouped into male shoes, women shoes, and children shoes. Furthermore, men’s shoes can be
categorized to official and casual wear and so on. This will make it easier for customers to
find what they are looking for more easily.
Finally, it is important to ensure that the website is responsive, that is, it is compatible with
the different screen sizes including mobile screens and tablet screen (Kim, 2014). The
webpages should fit and load normally on the mobile screens without affecting the look and
feel of the website. Arzu's Footwear Company website is responsive and can fit to any screen
automatically.
Five introductive features
1. Home page – features

Please check for more pictures in Appendices.
2. Product page – features

Please check for more pictures in Appendices
3. About us page – features

Please check for more picture in Appendices
4. Terms and Conditions page – features
Please check for more picture in Appendices
5. Costumer Service page

Please check for more picture in Appendices
Advantages and disadvantages of ArZu’s footwear
Advantages
The following are some of the advantages of online retailing:
 It provides easy access to the market environment: Access to the retail market for
retailers has been quite a challenge for a very long time. The emergence of online
retailing has made this easier and simpler. Arzu's Footwear Company will allow the
customers to buy shoes within minutes without having to visit any store.
 Reduced Overheads: Arzu's Footwear Company will reduce the cost of having to rent a
physical store or premises. Therefore, the savings can be used to improve customer
experience and marketing (Thakur, 2018).
 Provide possibility of rapid growth: the barriers to entry have been reduced or eliminated
by introduction of e-commerce. Arzu's Footwear Company will enjoy the benefit of
having to compete even with the giant companies like adidas, Nike, among others
because online retailing is all about marketing strategies and the effectiveness of the

customer services. Having better online marketing strategies may be the beginning of
growth allowing the business to increase sales and grow.
 Increased market share: one of the greatest benefits that Arzu's Footwear Company will
enjoy is the capacity to promote the footwear beyond the local markets and rich a wider
audience including those customers outside the operating region or internationally (Baier
and Stüber, 2010). The company may discover that it has a strong demand for the
footwear in other areas beyond the region of operation and the company may respond by
doing target advertising by designing the interface to in their language and partnering
with other companies oversee.
 Customer intelligence: online retailing will enable Arzu's Footwear Company to target
new customers by using the available online marketing tools. The website will provide
greater insights and statistics by analysing how the customers use the websites, the items
they search, and the products they view more (Park, 2017). These statistics are also
important in improving customer’s experience on the website.
Disadvantages
Despite the numerous benefits and opportunities that online retailing offers to Arzu's
Footwear Company, there are several setbacks that the company may face. They include:
 Fraud and security: one of the biggest challenges that Arzu's Footwear Company will
face is cyberthreats. The increase in the adoption of online retailing has attracted quite a
few cybercriminals who are very sophisticated. To address such a challenge, the company
have implemented numerous security measure including firewalls and encryption to
ensure that business and customer information are kept private and secured.
 Consumer Trust: competing with established brands like Adidas and Nike may be
difficult for Arzu's Footwear Company. This is because the company will need to develop
trust among the customers and achieving this is very difficult and challenging especially
since the company lacks face-to-face interaction with the sales staff and customers and
lacks business track record. The company will consider creating and integrating effective
customer service system.

Practical limitations of ArZu’s Footwear
 The company requires an application that will support its online operation such as
Simplero which is managed by a third party. This limits the company from having of
some features
Commercial Limitations of ArZu’s Footwear
 It is expensive both to design and develop the ecommerce website and also the
company needs to budget for marketing expenses for promoting the website.
Legal limitations of ArZu’s Footwear
 Just like any other eCommerce business, the company needs to comply with a lot of
cyber and business laws which are different from country to country
Supply chain process of ArZu’s Footwear Company
Arzu's Footwear Company will need to implement effective online supply chain management
approaches together with the right tools and well-defined plan that will aid the business in
alleviating fulfilment pressures for future market changes.
Table of supply chain process for ArZu’s Footwear Company:
The steps ArZu’s Footwear Company will follow for supply chain process are below;

Some of the proposed online supply chain approaches that Arzu's Footwear Company
should implement include:
The company should implement a demand-driven business and planning operational model
centred on demand shaping and real-time demand statistics. Having appropriate contingency
and prediction tools will guarantee an effective and complete reaction to business risks such
as natural calamities, political instability, and suppliers going out of business affecting Arzu's
Footwear Company (Reimann and Ketchen, 2017). The company can respond by adjusting
promotion strategies and adjust prices to drive the growth of revenue, move additional
products quickly, shape demand, and broaden the margins for products under high demand
with limited supply in the market. The solution is to have the foreknowledge of the
challenges and opportunities to mitigate the challenges and leverage the opportunities so as
Arzu's Footwear Company will not only succeed but also survive. With the emergence and
growth of cloud supply chain technologies, the company will have the opportunity to know in
real-time where all the inventory is from the manufacturer to the store shelves. The company
can use cloud technology to implement and agile demand-driven supply chain because it
needs point-to-point panorama across the company from the supply and market to the
consumers.
Conclusion
In conclusion, more people are connecting to the internet every day and this means that more
potential customers. This is because of the increased reliance of internet may aspect of life.
As such, businesses like Arzu's Footwear Company will ned to adjust to these changing
dynamics. Additionally, customer preferences are changing every day because of the
continuous adoption of technology by the different business stakeholders. Moreover, for the
company will need to take online retailing with a lot of seriousness to remain relevant and

competitive in the future. Arzu's Footwear Company needs to take online retailing business
undertaking and not as an aspect of information technology to enjoy the greatest benefits.
Retailers will continue to adopt and tweak newest technologies to produce more appealing
and bespoke solutions for the business. The changing dynamics will continue to drive more
innovation in the online retailing platform. Finally, design your website for success. Arzu's
Footwear Company website should be able to adapt to any future changes and modifications
to accommodate any new additions to add more functionalities or improve user experience.
Improving user experience is the key to increasing sales and attracting more new customers.

List of References
Adidas.com (2019). [online] Available at: https://www.adidas.com/us/ [Accessed 3 May
2019].
Baier, D. and Stüber, E. (2010). Acceptance of recommendations to buy in online
retailing. Journal of Retailing and Consumer Services, 17(3), pp.173-180.
Chan, C. and Lee, H. (2015). Successful strategies in supply chain management. Hershey,
PA: Idea Group Pub.
Endo, S., Yang, J. and Park, J. (2012). The investigation on dimensions of e-satisfaction for
online shoes retailing. Journal of Retailing and Consumer Services, 19(4), pp.398-405.
Ganesh, J., Reynolds, K., Luckett, M. and Pomirleanu, N. (2010). Online Shopper
Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and
Shopper Typologies. Journal of Retailing, 86(1), pp.106-115.
Hartley, D. (2009). Secure ecommerce web application design principles, beyond PCI
DSS. Computer Fraud & Security, 2009(6), pp.13-17.
Heizer, J., Render, B. and Munson, C. (2017). Principles of operations management. Boston:
Pearson.
HITT, M. (2011). RELEVANCE OF STRATEGIC MANAGEMENT THEORY AND
RESEARCH FOR SUPPLY CHAIN MANAGEMENT. Journal of Supply Chain
Management, 47(1), pp.9-13.
Horton, J. (2013). Building eCommerce sites with VirtueMart Cookbook. Birmingham: Packt
Publishing.
Hubfootwear.com (2019). [online] Available at: https://www.hubfootwear.com/ [Accessed 3
May 2019].
Jansen, B. and Molina, P. (2016). The effectiveness of Web search engines for retrieving
relevant ecommerce links. Information Processing & Management, 42(4), pp.1075-1098.
Kim, J. (2014). Web Accessibility-based Website Design and Realization - With focus on T-
Cast-Integrated Website. KOREA SCIENCE & ART FORUM, 15, p.167.

Manning, J. (2011). Five reasons to go with the crowd (the advantages and drawbacks
involved in online group buying and offering discounts to consumers in retailing). Strategic
Direction, 27(9).
Nike.com (2019). [online] Available at: https://www.nike.com/ [Accessed 3 May 2019].
Park, C. (2017). Online Purchase Paths and Conversion Dynamics across Multiple
Websites. Journal of Retailing, 93(3), pp.253-265.
Reimann, F. and Ketchen, D. (2017). Power in Supply Chain Management. Journal of Supply
Chain Management, 53(2), pp.3-9.
Svensson, G. (2010). Technological approaches in supply chain management:
illustrations. Supply Chain Management: An International Journal, 15(1), pp.16-20.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and
Consumer Services, 41, pp.48-59.
XU, Y. and KIM, H. (2013). Order Effect and Vendor Inspection in Online Comparison
Shopping☆. Journal of Retailing, 84(4), pp.477-486.

Appendices
Appendix 1: Activity 1 – 100 Words Summary
Appendix 2: Activity 2 - Business Canvas Model
Appendix 3: Activity 3 – Website Plan
Appendix 4: Activity 4 – Five website pages
Appendix 5: Activity 5 – Presentation Slides
Appendix 6: Activity 8 – Benchmarking Slides