E-commerce and Digital Marketing Analysis

This assignment requires a comprehensive review of various research papers and studies on e-commerce and digital marketing. It includes topics such as customer orientation structure for internet-based business-to-business platform firms, trust and satisfaction in online shopping, cybersecurity models in cloud computing environments, and ethical perspectives on e-commerce. The assignment aims to provide an understanding of the key concepts and their applications in the digital marketing industry.

Running head: PrintFabric.com E-COMMERCE WEBSITE
PrintFabric.com E-Commerce Website
Name of the student:
Name of the University:
Author note:

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Table of Contents
Introduction..............................................................................................................................................................2
About printfabric.com..............................................................................................................................................2
Business Statements............................................................................................................................................2
Business Vision...................................................................................................................................................2
Business Objectives.............................................................................................................................................3
Business E-Commerce Process................................................................................................................................3
SWOT Analysis........................................................................................................................................................4
Threats:.....................................................................................................................................................................5
The Website Design Layout.....................................................................................................................................6
E-Commerce Website functionalities.......................................................................................................................6
The System Home Page design................................................................................................................................8
Software Functionalities...........................................................................................................................................9
Customer Relationship Management..................................................................................................................9
Database and Server Software.............................................................................................................................9
Hardware Functionalities.........................................................................................................................................9
Cloud Server........................................................................................................................................................9
Security...................................................................................................................................................................10
Security Issues...................................................................................................................................................10
Solutions............................................................................................................................................................10
Marketing Strategy.................................................................................................................................................11
Ethics and Laws.....................................................................................................................................................12
Conclusion..............................................................................................................................................................12

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Introduction
E-commerce business is one of the best adapted structure of the modern business
models. This allows selling and buying of goods or services through the help of electronic
media (Laudonr & Traver, 2013). The printfabric.com online business has been introduced
with the aim to fulfill the online garment shopping needs of the customers all around the
kingdom of Saudi Arabia. This is solely an e-commerce business, with whatsoever no
physical presence. The report is written to serve the purpose of discussing the business
motives behind the development of the website and producing an idea of the look and feel of
its user interface.
About printfabric.com
As mentioned previously, printfabric.com is an e-commerce website that helps its
customers to buy their very own customized and printed tee shirts. The website allows
customers to browse through a large gallery of pre-customized and highly rated designs. They
can also create or upload their own designs, add them to the tee shirts and place orders. The
company has their own logistic management system that manages the delivery of these
projects.
Business Statements
The company thrives to produce the best quality services and products for its
customers. The company values the supportive modules that work coherently with them like
those that provide printing materials, tee shirts and so on.
Business Vision
Printfabric.com wishes to reach the epitomes of fashion e-commerce within the
country and abroad. The company wills to spread its wings in the other Asian countries and
provide in-house services through local showrooms or shops.

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Business Objectives
The objectives of the business are as follows:
 Provide an attractive user interface to the customers through its website (Goh et al.,
2013).
 Allow a seamless flow of data and information through its e-presence.
 Capture the custom fashion market in and around the nation.
Business E-Commerce Process
E-commerce business means the buying or selling of services and products from
online sources, through the means of electronic mediums. It can be a business-to-customer
based model or customer-to-customer (Chakravarty, Kumar, & Grewal, 2014). Here,
PrintFabric has adapted the independent business-to-customer form of model, where the
business entity sells the products and customers order and purchase accordingly.
This is an online business model. The company sells tee shirts based on the
customer’s order on the online web portal. The company has various partners who work in
coordination to enhance the business system. They provide monochrome t-shirts of various
sizes and quality. PrintFabric also purchases color and rubber printing materials from a wide
range of vendors, across Saudi. In addition, as said earlier, they currently have their own
logistics management team, who will take care of the delivery of products around the country
(Christopher, 2016).
However, this was just about the in-house management of the business. As for the e-
business management goes, the company makes sure that all its business ideas are clearly
highlighted in the website. Regular offers are broadly advertised on the home page of the
website. There are business analysis experts in the company who decide what are the offers to

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be put up and for which specific products or designs. Web 2.0 features should be elegantly
used (Huang & Benyoucef, 2013).
The customers are allowed to browse through a wide range of customized designs for
printing them on their t-shirts. The designs made and used by previous customers are also
available for usage. The users can rate these designs and the t-shirts they purchase. The data
analytic experts analyze the customer reviews on the designs and t-shirts and accordingly
feature them on a priority basis (Daoud, Naqvi & Ahmad, 2014). The website also has a
membership subscription pack for the elite customers. They are allowed an added discount on
every product that they order from the website. This is a clever business move, to attract
several customers to take up membership and thus the company can sell more with the
lucrative offers (Gummerus et al., 2012). Moreover, the elite customers are also allowed an
additional 5 days over the regular 1 week according to the return policy.
As for the payment procedure, the business allows both cash on delivery and e-
payment methods to its customers including credit cards, debit cards and e banking.
However, the company management are also in talks with few of the mobile money wallet
providers to allow e-wallet transfer.
SWOT Analysis
SWOT analysis is a common approach that helps to analyze the effectiveness and
working of a business. It is a study taken by the organization to identify the internal strengths
and weaknesses of the business. In addition, the external opportunities and threats are also
recognized to improve the business model accordingly. Here, each SWOT participle is taken
up to analyze the business of printfabric.com (Awais & Samin, 2012).
Strengths:

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1. The website is to be designed with a rich user interface that attracts customers of all
ages and cultures.
2. Low prices must be imposed on the products.
3. No need for physical existence. This averts the need for buying shops or showrooms
and paying huge amounts in rents.
4. Hiring dedicated employees who excel in e-commerce handling.
5. Hiring creative set of in-house designers who enrich the stock with lucrative designs.
Weaknesses:
Not being an independent business organization, they have to depend on the prices and
quality of the by-products that they buy from the vendors (Goetsch & Davis, 2014).
1. No physical presence makes it difficult to advertise a business’ presence. This
requires loads of effort to be put into digital marketing and adverts.
Opportunities:
1. There is a lot of challenge in fashion e-commerce business. If one can excel in what
they are doing, they can certainly ripen their luck in the marathon.
2. However, customized t-shirt business is new in the realm of e-business.
3. Customers sometimes get confused to choose the size of garments when shopping
online. This is where; this business can bring in new ideas to assist customers to be
fearless in their shopping approach.
4. Tie up contracts with local sports teams or institutes for better promotion.
Threats:
Online presence is never flagged off the threat of cybercrime. With the complete business
being run from online resources, it is massive challenge to keep the website protected from

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hackers and spammers (Von Solms & Van Niekerk, 2013). More on these threats shall be
discussed in the later sections.
1. Ethical threats come up when customers attempt to order or upload designs, which are
socially unacceptable.
The Website Design Layout
As mentioned earlier, the website is to have a user friendly interface. This requires a
simple design to be implemented that will allow users to find all that they wish to find on
visiting the website. The main offers section will be displayed at the top of the home page of
the website. It is necessary to make this page keeping in mind that it must convey precisely
what the business stands for. The customer’s preference should be given the earliest
preference. Texts and headings shall be made bold and noticeable. The various functions that
the website provides must be separated into different sections. The logo and the entire web
design are to be composed with a formal outlook.
The navigation menu gets a space at the header of the website, with drop down sub-
menus. The header may also hold the login / sign up tabs. Below that, the offer banner will
get shelter. This will be a slider image gallery and will preferably informative and large
enough to drag visitor attraction. Further, below will be the search bar.
Below that, the various types of design sections that the company provides will be
shown. This too will be in a slider section like a design showcase. The footer will contain
social media links, footer navigation and the copyright information. Figure 1 shows a draft
version of what the homepage design is somewhat ought to be. The final design will be
attached in a further section in the report.

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E-Commerce Website functionalities
This is one of the most important sections of the report. The website functionalities of
an e-commerce website determines the base for its customer performance, ignorant of
everything else. To begin with, the website must ask the web visitors to login or sign up with
a new account, for the sake of security (Wang et al., 2013). This will help the company to
fetch the visitor’s email contacts, which can be later utilized in promotional contexts (Korda
& Itani, 2013). In addition, on logging in, the order, designs, wish lists and search results can
be kept saved for each customer. Customers will first have the opportunity to upload their
own design and test it on in-built t-shirt graphics of their chosen color. They can then place
orders by selecting proper sizes and numbers of purchases. They will also be given the option
so as to whether they wish to share their design with others. These will be available for usage
and ratings by others in the respective sections of the website. There will also be different
sections for men, women and children, based on their summer and winter wears. On entering
these sections, the visitors will be prompted the most recommended designs and t-shirts that
are picked through review analysis of other customers. On clicking a particular t-shirt, the
respective catalogues will turn up providing all information about it. The users can upload
their design here too and customize them according to their wish.
Customers can also track their orders in the order tab of the website. They can also
opt for return or replacement by writing their concerns on the Request Replacement button,
that will be provided beside all orders once the delivery is successful.
The website will also contain links to the respective social media handles. This
include the company’s Twitter, Facebook and Instagram pages. Apart from the footer
sections of the website, these links will also be separately placed under the Contact Us tab or
web page.

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Finally, the customers will have options to pay through e banking or they can choose
the cash on delivery option. A secured payment gateway company will handle all the online
money transfers.
According to Bryant & Jones (2012), such websites shall also have the qualities to retain the
shape of any device display that they run on. This is known as responsive web designing.
This gives the customers to browse the website freely on any electronic display unit with an
internet connection. This helps to bring in dedicated mobile users into the marketing sphere
(Kim, 2013).

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The System Home Page design
Figure 1. Printfabric.com Home Page

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Software Functionalities
Customer Relationship Management
This is one of the most important software requirements for the healthy functioning of
the business architecture. CRM or Customer Relationship Management software package
consists of a helpful set of tools that assist in the proper management of distinct business
processes such as customer interaction, customer feedbacks, order details, vendor support,
marketing and so on. This comes with highly customizable and scalable methods to analyze
business data and view business opportunities using predictive analysis.
Database and Server Software
Being an online business model, the business certainly needs a NoSQL database to
manage its big data. However, special choices must be made in order to select these database
systems in case of in-house enterprise management. The website will require a software for
the server to run. This manages the inter-connections and the server as a whole. Ubuntu
Server and Apache are some of the common examples.
Hardware Functionalities
Cloud Server
The cloud server based storage shall be used by this business. Being new in business,
the cloud server based storage and hosting services will be beneficial. This will shift the
entire responsibility of server management over to the cloud server company. In addition, the
cost for server management decreases, as there is no need for dedicated hardware. The cloud-
based hardware can be shared among other renters as well, thus lowering the cost for
infrastructure of the business.

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Security
Security Issues
Any business online is exposed to the threats of cybercrime. Since the advent of the
internet, the rate, quality and threats of cybercrimes have been ever-increasing phenomena.
Moreover, the use of the internet in the process of buying and selling goods forms a major
part of the global e-commerce structure.
Customers are always concerned about the frauds of the online business. The major
threats that can cause a havoc to the business system are as follows:
 A hack in the Payment Gateway.
 Leak of personal information.
 DDoS (Distributed Denial of Service) attacks can curb off the customers’ access to
the website. This generally causes the companies to lose plenty of resources.
Hackers might be doing this out of their urge for fun, hobby fulfilment, thievery or
personal interest. It is extremely necessary for the officials in charge of security to keep a
close eye over these matters of cyber issues.
Solutions
The preventive measures that must be adapted by the company in order to securely
conduct an e-commerce business are as follows:
 Data protection and privacy: The login credentials for the users that are uploaded
on the server must be stored carefully. The maintenance of these modules must abide
by the rules and regulations of the data protection protocols.

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 Software Maintenance: It is necessary for the development team to keep track o any
bugs or loopholes that may come up in the website or in the server end. The hackers
generally make use of these flaws and gain access to restricted information.
 Payment Security: Trusted and highly rated payment gateway is needed to be hired
for the fulfillment of payment procedures of the business. The customers must be
given the clear notion that they can trust the payment method.
 Network Security: The cloud-server management company must be well aware of
their duties to protect their client’s data. They must implement adequate firewall
techniques and relevant network models (Rabai et al, 2014).
Marketing Strategy
To succeed in business, it is necessary to recognize the right set of customers, convey
the ideologies to them and spread the goodwill or reputation of the business. There needs to
be well-planned and analyzed set of marketing and advertising strategies. The different
strategic factors include planning in the following:
 Demographic: In this case, it is necessary to involve the young people in the target
set of customers. Moreover, sports foundations and institutes should be in the prime
focus. They would love to invest in creating new jersey-designs for their curriculums.
 Marketing method: Measures must be taken to control the price, quality and quantity
of the products to be sold. There must be teams to that would keep track of these
factors, as these are the most important aspects of how the business will turn out to be
in the market.
 Social Media: It is necessary to have an active social media presence. SEO
professionals must maintain PrintFabric’s business handles for Facebook, Twitter and
Instagram. This is one of the best sources for advertisement for an e-commerce
business, in the modern society (Tuten & Solomon, 2017).

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 Multichannel Marketing: This can be obtained through network interaction through
customer service calls. In addition, E-mails and social networking sites are the best
modes of multichannel marketing.
Ethics and Laws
Sharma & Lijuan (2014) says that to conduct a business, the ethical and legal aspects
of the society must be considered. In this business, it is necessary to make sure that the
designs being used are ethically acceptable. The designs must not have inappropriate content.
It is also necessary for the company to be loyal to their customers in term of Word of Mouth.
Whatever is promised in the website at order placement, must be delivered. Moreover, it must
also be noted that the designs do not violate the copyright laws of the country. The Saudi
Arabian copyright protection laws meet every requirement of the international copyright rules
and regulations. Designs marked under intellectual properties or copyrights cannot be reused
for commercial purposes within a frame of 20 years. Failing to comply by these laws, may
sentence individuals or businesses to grave consequences.
Conclusion
The report helps to conclude that there are plenty to be considered while framing an
online-based business model. The report gives a clear idea of what are the requirements for
an e-commerce fashion website. It is important to use the right design frameworks and tools
to develop a website that would cater to every needs of the website in the specific domain.
All information system factors like data storage, analysis and security must be well revised.
The business must also abide by the laws and ethics of the society. Most importantly,
concrete strategic planning for marketing and advertisement is required to excel in this field.
References

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