Ahen E-business Plan: MBA International Business Principles Project

This e-business plan outlines the strategy for Ahen, an e-commerce provider targeting the Middle East market. The plan details Ahen's products and services, which include a wide range of items across various categories like consumer electronics, fashion, and home goods, aiming to become a daily needs destination for customers. It identifies the target market as a broad audience comfortable with online shopping, spanning different demographics including income levels and age groups, with a focus on professionals and middle-class consumers. The plan also covers Ahen's market positioning, unique selling propositions, and a comprehensive marketing plan. It includes pricing strategies, customer value propositions, growth potential, supplier considerations, and accepted payment methods. The plan emphasizes a customer-centric approach, competitive pricing, and a focus on expansion within the Middle East and beyond, leveraging e-commerce's potential in the region. The business model includes plans for expansion, acquiring small businesses, and building a safe and secure platform for both buyers and sellers. The document also discusses the company's approach to customer service and the importance of understanding market segmentation and customer demographics to drive success.

RUNNING HEAD: E-business plan 0
E-business plan

E-business plan 1
Contents
Introduction................................................................................................................................2
Products and services.................................................................................................................2
Target market.............................................................................................................................3
Customer demographics.............................................................................................................5
Market position..........................................................................................................................6
Unique selling position..............................................................................................................8
Marketing plan...........................................................................................................................9
Pricing strategy.......................................................................................................................9
Value to customer.................................................................................................................10
Growth potential...................................................................................................................10
Suppliers...................................................................................................................................11
Type of payments accepted......................................................................................................12
Conclusion................................................................................................................................13
References................................................................................................................................15

E-business plan 2
Introduction
The e-business plan is a road map for the development and operations of e-business. The
business plan identifies the goals of the company and outlines the way to attain the goals.
This report includes the e-business plan of Ahen which is an e-commerce provider. It will be
established in the Middle East and will make growth on the planned basis. Initially the
company will set its operations in Middle East. Once it get popularity will operate in seven
more countries and signify over 135 million people. The team will have 5 to 3,000
employees. The success of Ahen will create opportunities for other merchants. Ahen has even
planned to acquire small businesses of the host country to expand e-commerce. The e-
business plan of Ahen comprises the products and services, target market, customer
demographics, market position and unique selling position of the company. The marketing
plan of Ahen includes the pricing strategy, value to customer, growth potential, suppliers
along with the types of payments accepted.
Products and services
Ahen has aimed to become a destination for the customers to meet needs on the daily basis.
The company will offer a range of leading brands and products at the competitive prices.
Ahen plans to sale more than 8.4 million products under 31 categories comprising consumer
electronics, health, fashion, beauty, baby and household items. It has collaborated with
brands to become leading online platform in Arab where buyers and sellers can feel safe. The
company will have almost 45 million visits per month. The company will offer the
opportunity to various merchants to sell their products on the platform (Baker, 2016). The
company has taken initiative for becoming a premier online shopping site. Ahen will offer the
opportunity of e-commerce to the big community in a safe and secure environment. The
company will offer products from various categories. It will have more than one section.
Ahen will offer products and services on the framework of three days of delivery.
The category of arts, crafts, and collectibles will comprise the products such as antiques,
drawings, paintings, handicrafts, sculptures, carvings, maps, atlases, digital art, photographs
and posters. The category of car electronics and accessories is going to include car audio,
video, car navigation, GPS navigators and GPS receiver (Liginlal, et al. 2015). The products
under the category of computer and networking will offer computer, laptop, computer parts,
networking, accessories, printers, tablets, networks, scanners, hardware along with the

E-business plan 3
netbooks. The health and beauty products will include beauty tools, accessories, skin care,
vitamins, hair care, makeup, perfumes, fragrances, sports nutrition, medical equipment, bath
accessories, beauty gift sets and more. The movies and music will include CDs, movies,
plays, and series. The category of shoes and bags will comprise backpacks, business bags,
handbags, messenger bags, school bags, casual shoes, and slippers. The jewelry and
accessories will be offered in the form of necklaces, rings, earrings, bracelets, gemstones,
diamonds, jewelry sets, and accessories. The baby items will made available under the baby
clothes, baby safety and health, gift sets, accessories, bags, bathing and diapering, baby gear,
toys, and accessories. The category of clothing and accessories will include accessories,
athletic wear, pants, skirts, jackets, swim wears, tops, uniforms, maternity wear and more
(Kim and Peterson, 2017). The electronics are going to include cameras, audio and
accessories, video, home theatre, home and office electronics, home appliances, projectors,
Tv and satellites. The home, kitchen, and garden comprise furniture, décor, garden, clocks,
compasses, home appliances, power tools, hand tools, barbecue and grill accessories. The
music instruments and movies will also made available on the website of Ahen. The sports
and outdoor products will include GPS receiver, sporting goods, and camping goods. Ahen
will maintain customer service department to handle the customer queries regarding the
products and purchase process (Litman, Robinson and Abberbock, 2017).
Target market
Ahen is positively aimed at the wider audience who is interested in internet shopping. The
range of items for sale will suggest the wish to target customers of all ages from young to old.
The target market of the company will include a group of potential customers that the
company will plan to sell its products to. In order to be successful in the competitive
environment, Ahen anticipates the need of the potential customers and put efforts to be sure
that needs are met. The policy of Ahen will help customers to save money by making sure
that it offers the best prices on the e-commerce platform (Akter and Wamba, 2016). The
target market of Ahen is going to be the section of customers that is planned by the company
to sell its products or services. The company will have a broad range of target marketing
because of the extensive range of the products available on the website. The millions of items
will be listed such as appliances, collectibles, computers, equipment and many more. The aim
of the company is to sell products and services to the target market at a profit (Lovelock and
Patterson, 2015).

E-business plan 4
Ahen will cover lower and middle-class people who strive to meet their daily needs. The
target market of the company will be classified on five important aspects like the product,
geographics, demographics; customer attitude and behavior (Johansson and Kask, 2017). The
success of the products will be determined by the four variables of marketing mix such as
product, place, promotion, and price. The target audience of Ahen will be individual clients,
corporate clients, supplier, media and partners. The specified demographics will comprise
customers aging 17-55. The customers targeted as per the location will be Egypt and Saudi
Arabia. The company will cover the medium and high class. Ahen will send weekly
newsletters to the thousands of registered users (Majrashi, Hamilton and Uitdenbogerd,
2018). The special promotions will be provided by the company to target customers. It will
even conduct marketing activities by publishing articles in magazines and business journals.
The main channel used by the company will be its website and it planned to reach the
businesses through the direct sales team. The company will even promote its offerings
through the social media pages and participate in the conferences (Jin, Chi, and Gao, 2018).
From the inception, the company will be aimed to offer products at low prices with the aim of
achieving volume sales. This strategy will result in increasing effectiveness of the
organization. The company will even assist the customers in the form of phone and email
support. The customers of Ahen will consist of middle-class social groups who are
comfortable with online shopping and find it simple (Manser Payne, Peltier, and Barger,
2017). The majority of the customers is going to be mainly consist of the professionals who
rarely find time to visit stores. Ahen will use an innovative approach to target 40-45 million
unique customers urging to shop during the festive season sales which go live in the specific
season (Baker, 2016). The company has even planned to claim a huge market share in the
Middle East region. Ahen will make efforts to win the loyalty and confidence of the
customers over time.
The target market selection process of Ahen will comprise five major procedures to identify
the target market. The first step of the company will be to identify the most applicable
targeting strategy. It will comprise evaluating characteristics like Ahen’s resources, product
attributes, market characteristics and objective of the company (Almonte, 2018). It will make
use of differentiated, undifferentiated and concentrated strategy. The second step will include
determining a segmentation strategy to utilize. The segmentation variable will consider the
behaviors of the target customers which will be used to divide into the groups. Some of the
variables to be used by the company in segmenting will be geographic, demographic,

E-business plan 5
psychographic and behaviouristic variables (Jia, 2017). The third step will include developing
profiles of the market segments. It will be considered important as it will help in defining
similarities in the specific segments as well as describing the difference in the various
segments. It is significant to develop market segment as it will help Ahen to understand how
available resources can serve to its target customers. The fourth step involved in the target
market process will be to evaluate appropriate market segments. This step will comprise
competitive assessments, sales estimates along with the cost estimates (Hudák, Kianičková,
and Madleňák, 2017). The final step of the target process will be to identify a certain target
market. The first consideration in this stage will be to determine to know the differences
necessitate the needs of the target customers.
Customer demographics
Ahen is going to appeal to the customers having access to the internet. As per a report, 55%
of men and 49% of women using internet agreed that Ahen.com is going to be their favorite
to make online purchases in the Middle East. The customers of Ahen will consist of the upper
and middle class who have a preference towards using e-commerce platforms and are
comfortable with online shopping. As per demographics, the customers are divided into
several homogenous groups. It can be attained by carrying out research aiming at identifying
trends and preferences of certain groups (Ariyani and Mandiri, 2015). The majority of the
customers of the company will be professionals and businessmen who are quite busy with
their jobs/business and find it convenient to purchase online than the visiting the physical
stores. It saves time along with the money. Ahen has decided to maintain multi-sided
business model with two independent customer segments. The segments are needed to
operate a business that sells products and consumers in the Middle East who buy them. The
demographic factor affecting online purchases is that of income (Hasan and Morris, 2017).
The customer demographics comprise basic characteristics of each customer comprising age,
language, gender, geographical region and more. The customer demographic of Ahen will
comprise people of:
Gender: Males and females
Age: 18 and more
Life cycle stage: Bachelor stage young and single people not living at home

E-business plan 6
Newly married couples not having children
Full nest I youngest child under 6
Full nest II youngest child 6 or more
Full nest III older married couples with the dependent children
Empty nest II older married couples and no children living with them
Empty nest II older married couples retired and no children living at home
Solitary survivor I in labor force
Solitary survivor II retired
Income: The majority of the Ahen users will have an average income of $50k-$70 k per year.
Geographic: As per geographic, the customers will be divided into region and density. The
region will comprise of international and local customers whereas, on the basis of density,
customers will be divided into urban and rural (Gordini and Veglio, 2017).
Market position
The purchase of the domestic businesses by Ahen will be a major step. The company will
hare local business’s values and will focus well on the customers, technology, and
innovation. It will bring expertise to the company. E-commerce has huge potential in
countries like the Middle East. The customers in the UAE can purchase products from more
than one million products from Ahen comprising several payment methods. The product
category will include handbags, apparel, shoes, watches, household goods, kitchen, and
several products from popular and loved brands (Mazzarol, 2015). Ahen will be sharing the
same vision of Amazon in the Middle East and focus on providing customers with the best
selection, great prices, and convenient shopping experience. The products and services of the
company will fit in the online space by offering localized and effortless experience to the
customers. The hassle-free customer clearance and purchases will be delivered to the
customers on the doorsteps (Beheshtian-Ardakani, et al. 2018).
The customers will be able to find products as per demographics and their preferences such
as high-end, competitive or as per the budget. Ahen will measure success by the number of
sales. Ahen will face strong competition and will be still able to differentiate on the basis of

E-business plan 7
brands, product range, specialized services, and benefits. The market growth of Ahen is going
to be impressive and shipping cost-benefit will be provided to the customers. It will even
become beneficial for the company. The top competitor of Ahen will be AWOK. Other
competitors identified are Sukar.com, Otlobmall.com, Nahel.com, and more (Gerrikagoitia, et
al. 2015). Ahen will be compared to the competitors on the basis of product categories,
product quality, and a number of products along with the delivery time taken to deliver the
products. Ahen will sound straight forward in the 123 process which has a role in finding
items in the catalogue by punching barcode number. It will be identified as AhenSafePay. It
will release funds to the sellers once the buyer obtains and commends the item. The e-
commerce will be representing explosive growth in the Middle East which will encourage the
growth of the company. Sukar.com is the first online shopping club of Middle East. It offers
exclusive deals and serves to the growing member base and boasting a premium selection of
more than 800 of the top designer brands. Otlobmall.com is owned and managed by
LINKonLINE. This website is convenient for online shoppers (Mooney and Slobodian,
2016). They can shop almost anything and get delivered on the address. The company
provides the best quality products in the appropriate timings. On the other side, Nahel.com
provides online and hassle-free shopping experience to the customers who prefer huge
options along with the convenience. The company provides fantastic products at competitive
prices (Grab, Gavril and Bothe, 2018). The comparison of Ahen with the competitors can be
understood with the following tables:
Ahen Vs. Nahel
Nahel Ahen
Buy and sell Buy Buy and sell
Payment gateways Cash on delivery, Master
card, Visa
Cash on delivery, Visa,
paypal, Master card, Cash U
Social media pages Facebook, Twitter, You Tube Facebook, Twitter
Logistics partner Aramex NA
Table 1: Tentative comparison on the basis of general facts

E-business plan 8
Nahel Ahen
Unique visitors 27,000 1,600,000
Page views 150,000 23,000,000
Total visits 44,000 3,500,000
Average time 6:0 8:0
Bounce rate NA 32%
Table 2: Tentative Comparison on the basis of website
Nahel Ahen
Age group 25-34 18-24, 25-34
Gender Female Female
Geography UAE KSA, Egypt, UAE, Kuwait
Ethnicity Middle East, African, Asian Middle East, African
Browsing location Work Home
Income (US$) 30K-60K Not specific
Education College College
Table 3: Tentative comparison of the basis of the popularity
Nahel Ahen
Facebook members 36, 457 56,667
People talking on FB 740 4,128
Tweets
Followers
1,625
1,948
941
2,665
You Tube 3 NA
Table 4: Tentative comparison on the basis of social media parameters
It has been analyzed that Ahen will have much wide presence then Nahel focused in UAE.
Ahen will attain a high popularity contributed to the offices across the region, options of
selling along with the broader payment gateway options. Ahen will have a broader presence.

E-business plan 9
Unique selling position
Having differentiated and marketing unique selling proposition (USP) helps to gain a strong
position in the market. Ahen will attain one of the best customer service team. It will also
lead to sustainable loyalty. Ahen will not publically portray its culture of innovation. The
company will attain USP in the form of a most trusted brand by providing an online shopping
experience to the customers (Qasim, Mohammed, and Liñán, 2018). It willeven attain a vast
presence in the Middle East and offers customized user shopping experience. The integrated
services such as online money transfer, online ticket tracking and more give the company a
huge edge. The brand image of Ahen will be owned to the excellent marketing and branding
practices (Fan, Lau and Zhao, 2015). The company will become one of the rapidly growing
online content provider and will offer an endless number of options.
Ahen has mainly discovered propositions under the categories given below:
Products: Ahen will establish its image as a superior provider of products and services and
has differentiated from the offerings of the competitors. For instance, a company selling
exceptional used books can differentiate itself on the basis of uniqueness and highly desirable
products. The targeted value here is quality (Bocconcelli, et al. 2018).
Cost: The cost will play an effective role in buying decision. It will also become the focal
point when it comes to comparing with the competitors. The price based propositions do not
impact on the quality of the products but it emphasizes the value. It will appeal to customers
who are willing to spend less (El_Rahman and Soliman, 2016). The targeted value here is
affordability.
Support: When the customers make a purchase they look for the reliability along with the
peace of mind. Both products and price will play a role and the reliable support has a role in
this. It will comprise return policies, technical help, and broad online resources. The support
based proposition is just like selling reassurance that the customers will be taken care of in
any adverse conditions. When it comes to supporting then it is really important for the
merchants as it cultivates the relationship with the customers like subscription services. The
target value here is social connections.
The acquisition of local businesses by Ahen will also lead to the perspective of digital
strategy. It will provide Ahen a great amount of traffic to the website of the company. It will

E-business plan 10
cover more of geographical locations in the region and the visitors will become more diverse
(Rahayu and Day, 2017).
Marketing plan
Pricing strategy
The prices are going to be very competitive for Ahen. It will contribute to the ultimate
decision of the customers. The pricing strategy of Ahen will aim to capture a wide audience.
It will help the company to make a profit at lower prices by selling large units at a specific
time. The lower pricing strategy of the company will help to gain competitive advantage. The
customers also prefer to choose the products when the prices are less than the other e-
commerce companies. It will also create further sales for the company as the satisfied
customers promote brands through word of mouth and social platforms (DeFranco, Morosan
and Hua, 2017). By keeping prices low than the competitors, the cost will be controlled by
Ahen. It even ends up achieving cost efficiency in the long run. The lower pricing strategy
has not the only role in gaining a competitive advantage but deters other new entrants in the
industry. A few newcomers agree to set prices as low as-Ahen. The company aim to attain
financial reasoning along with economic stability to do so. It ensures to stay competitive in
the long run. It will push customers towards the brand (Ahen, Mousavi and Baradaran, 2015).
Value to customer
Ahen will offer value to the customers in the form of accessibility, necessity, convenience,
risk reduction, and luxury. The products of Ahen will be viewed as a necessity as customers
sometimes cannot visit the physical stores. The company will increase the accessibility
towards necessary products by enabling customers to obtain products which otherwise might
have difficulty in finding. Ahen will also sell pre-paid cards in the physical stores so that
customers can purchase products without pay cards. The company will also make available
luxury items on competitive prices (Colin and Schwaiger, 2017). The customers will be able
to purchase products on the website ranging from basic to the luxury items. The company
also maintains high safety and security standards of the products. It will enable customers to
return products within fifteen days after purchase. The company will even offer a full refund,
if the products are found damaged or defective. It will protect intellectual property rights and
will encourage merchants to sell licensed and copyrighted products. Ahen will offer utmost
value to the customers by establishing itself a powerful brand. The company has even

E-business plan 11
planned to maintain value by marinating a robust platform between customers and sellers of
the products (Bocconcelli, et al. 2018).
Growth potential
The Middle East is one of the rapidly growing e-commerce industries in the world. The sales
volume of the region is anticipated to expand to $4.3 billion in 2020. Out of all the sales
volume, $19.8 million is anticipated to origin from UAE as 88% of the population uses the
internet and having smart penetration at 78%. The acquisition of local businesses will provide
a stronger base to Ahen (Turban, et al. 2015). The acquisition will help Ahen to build
stronger facilities in the Middle East. The wide range of the products of the local businesses
can drive the growth of Ahen. It will enable Ahen to provide a wide range of the products at
the possibly lowest prices. On the other side, Ahen is subjected to some legal considerations.
The Middle East has trade barriers in the form of business laws. It can make difficult for
online retailers to ship products. The growth of the company will be impacted by the high
tariffs, changing regulations along with the volatile currency exchange rates (Choshin and
Ghaffari, 2017). The labor law will make hard to fire employees when it comes to foreigners.
No bankruptcy laws also lead to the adverse conditions in the Middle East.
Suppliers
Ahen will be one of the best online shopping sites and claims to have share 80% of the online
transactions in the Middle East and North Africa. The operations of the company in e-
commerce are expected to grow after the heavy investment made in the local businesses of
the Middle East market. The suppliers will be able to easily list themselves on the Ahen’s
website and reach to the millions of the customers. The suppliers could sell products in more
than 20 categories ranging from electronics to fashion to home. The professional customer
support and development team at the company will support suppliers to become more
successful. The company will handle payment and shipping itself. The company will even
pick up the products, deliver to the customers and sends the money to the suppliers as soon as
possible (Carpio and Lange, 2015).
The suppliers will be required to open and register an account which is possible in two ways.
The ways identified of opening account are by the merchant and with the agent authorized by
Ahen. An account can be opened by a merchant. It will comprise a scanned copy of the

E-business plan 12
seller’s UAE business license along with the account number of UAE bank. The company’s
account with the information same as a business license will be required along with the email
and mobile number. This information will be sent to the email address of Ahen and seller
account can be created for free (Turban, et al. 2018). The other way to open an account with
Ahen is with the authorized agents of the Ahen. The company will authorize a number of
agents mainly FBS logistics carriers recommended by the company itself. The suppliers will
be able to use UAE’s business license to open an account and the account opening fee can be
waived. Once the account is created by the company, the suppliers can set the name of the
store and it cannot be changed consequently. The suppliers will be needed to fulfill the
conditions of creating Ahen store. They will require having a UAE business license or local
ID. The inventory will be necessitated to be in stock in UAE to make sure that Ahen can pick
the goods within the three days. The sale of the products will entail an order service fee and
commission along with the VAT. The fee will be exempted in the case; the amount of the
order is lower than AED 50. The commission rate will be charged ranging 5% to 20%
depending on the product category.
The suppliers having any problem could contact the customer service of Ahen like Amazon.
The suppliers who have opened an account by the agents can contact to their hosts. The new
sellers will be subjected to the training. On the other side, logistics at Ahen will FBS and self-
delivery. The FBS is an official warehouse delivery system. The products of the suppliers can
be stored in the official warehouse of Ahen (Chong, et al. 2017). Once the order is generated
by the customers, it will be delivered to the buyer by Ahen. The time frame of three days will
be taken to deliver. The returns will also be handled by the company itself. The self-delivery
means the products will be stored by the suppliers. Once the order is generated, the logistics
of Ahen will pick up and deliver the product. The suppliers combine advantages by studying
the actual needs of the domestic market. Initially, the number of products on Ahen will be
around one million (Turban, et al. 2017).
Type of payments accepted
The payment is not a big problem at all in the UAE. The credit cards are widely accepted and
can be used online. Ahen will maintain an effective online payment system. The alternative
payment system will be enabled by the company like cash on delivery (COD) in order to
expand functions in other countries. Saudi Arabia is one of the biggest geographies but the
use of credit cards was not widespread in the country. The customers in Saudi prefer to use

E-business plan 13
cash for the transactions due to the interest charged on the credit cards. The company will
attain large opportunities in Egypt also but here few customers who can meet deposit
requirements to attain a card (Chaffey, 2015). If the company will accept only credit cards
than it will restrict itself serve only to a tiny proportion of the customers. Meanwhile, a
competitor company can make use of the opportunity to solve these problems and can bloom.
The major software-design challenge can be faced by Ahen to link accounts. It is because the
company will have to interface with the systems at many banks which operate on different IT
infrastructures. The company can be pressurized to offer uniform experience to the users. So,
the company has decided to treat the payment system as a part of a distinct entrepreneurial
venture than just another development project (Verma, Sharma and Sheth, 2016). The
company observed that it can get a better payment product by employing energy and creative
efficient young entrepreneurs. The Middle East had a growing number of ambitious and
technology savvy people and the company believed that it can be appealing to them.
Ultimately, the company has decided to made the payment business by one of the key
persons. Ahen will attain a leading position as an online payment provider in the Middle East.
The transactions of the company will make up almost half of the business (Zhou and Li,
2017).
The credit cards are now sharia-compliant and the customers prefer to pay cash. It can leave
the company with the problem of managing cash payments. Initially, Ahen can try to enable
customers to pay before merchants shipped their products but it will lead to much resistance.
E-commerce was an innovative concept in the Middle East and people were hesitant to pay
for the stuff which they can on a small screen (Walwema, 2016). The alternative is cash on
delivery but it can put the burden on the merchant who has to pay for delivery as well. It is
concluded as an extra burden for the merchants to keep track of deliveries and payments. The
processing cash also takes time as it increases the likelihood of money not going into the
merchant’s account for several years. It also causes a delay in access to the working capital. It
raises as a critical issue in various fast-moving consumer goods categories. The engineer and
software can come to the rescue for the company. Ahen has designed a digital offering for the
merchants and couriers and enabled to perform multiple functions (Yang, Shi, and Wang,
2015). The customer’s range of product options on the company will be a function of one’s
cash purchase history in general and with the specific merchant. More transactions completed
by the customers can lead to the reach of the more expensive products. The COD takes place
when the courier accepts cash payment and instantly records on the phone (Wu and Li, 2018).

E-business plan 14
On the next day, Courier Company will deposit all the cash received and the system will
credit the account of the appropriate merchant immediately.
Conclusion
Ahen will offer users the opportunity to leverage community to attain the advantage of e-
commerce in a safe and secure environment. Ahen plans to be a leading e-commerce website
of the Middle East. The business plan of the company identifies the goals of the company and
outlines the way to attain the goals. Ahen can be a destination for the customers to meet
needs on the daily basis. The company will offer a range of leading brands and products at
the competitive prices. It can be leading online platform in Arab where buyers and sellers feel
safe. Ahen will be confidently aimed at the wider audience who is interested in internet
shopping. The target market of the company will include a group of potential customers that
the company plans to sell its products to. The company will cover the medium and high class.
The majority of the customers of Ahen will be professionals and businessmen who are quite
busy with their jobs/business and find it convenient to purchase online than the visiting the
physical stores. The customer demographics will comprise basic characteristics of each
customer comprising age, language, gender, geographical region and more. E-commerce has
huge potential in countries like the Middle East. The customers in the UAE can purchase
products from more than one million products from Ahen comprising several payment
methods.
The market growth of Ahen is going to be impressive and shipping cost-benefit will provide
benefit to the customers along with the company. Ahen will attain one of the best customer
service team as USP and as a most trusted brand by providing an online shopping experience
to the customers. As a part of the marketing plan, lower pricing strategy will be used by Ahen
along with the value to customer and growth potential. Ahen will have enough loyal suppliers
who will make possible the daily operations of the company. The operations of the company
in e-commerce will grow after the heavy investment made in the local businesses of the
Middle East market. Ahen will have an effective online payment system. The alternative
payment system will be enabled by the company like cash on delivery (COD).

E-business plan 15
References
Akter, S. and Wamba, S.F., 2016. Big data analytics in E-commerce: a systematic review and
agenda for future research. Electronic Markets, 26(2), pp.173-194.
Almonte, R.G., 2018, July. Determinants of E-Commerce Websites’ User Interface: A Cross-
Cultural Investigation Between Saudi Arabia and Philippines. In International Conference on
Cross-Cultural Design (pp. 300-313). Springer, Cham.
Ariyani, W. and Mandiri, B.E.P.S.N., 2015. E-Commerce Web Development in Wiga
Art. Publikasi Internasional, 1(1).
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Beheshtian-Ardakani, A., Fathian, M. and Gholamian, M., 2018. A novel model for product
bundling and direct marketing in e-commerce based on market segmentation. Decision
Science Letters, 7(1), pp.39-54.
Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E. and
Splendiani, S., 2018. SMEs and marketing: a systematic literature review. International
Journal of Management Reviews, 20(2), pp.227-254.
Carpio, C.E. and Lange, K.Y., 2015. Trends in e-commerce for the food marketing
system. CAB Reviews: Perspectives in Agriculture, Veterinary Science, Nutrition & Natural
Resources, 10(23), pp.1-8.
Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson
Education Limited.
Chong, A.Y.L., Ch’ng, E., Liu, M.J. and Li, B., 2017. Predicting consumer product demands
via Big Data: the roles of online promotional marketing and online reviews. International
Journal of Production Research, 55(17), pp.5142-5156.
Choshin, M. and Ghaffari, A., 2017. An investigation of the impact of effective factors on the
success of e-commerce in small-and medium-sized companies. Computers in Human
Behavior, 66, pp.67-74.
Colin, D. and Schwaiger, M., 2017, June. Feeling Guilty to Buy Online? Exploring
Consumers’ Perceived Negative Effects of E-Commerce on Society: An Abstract.
In Academy of Marketing Science World Marketing Congress (pp. 255-256). Springer, Cham.

E-business plan 16
DeFranco, A.L., Morosan, C. and Hua, N., 2017. Moderating the impact of e-commerce
expenses on financial performance in US upper upscale hotels: The role of property
size. Tourism Economics, 23(2), pp.429-447.
El_Rahman, S.A. and Soliman, N.F., 2016. Evaluation of E-Commerce Web-Based
Systems. International Journal of Computing and Digital Systems, 5(06).
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Grab, B., Gavril, R.M. and Bothe, J., 2018, May. Managing the challenges and opportunities
of e-commerce platforms in the Gulf region. In ICMLG 2018 6th International Conference on
Management Leadership and Governance (p. 368). Academic Conferences and publishing
limited.
Gerrikagoitia, J.K., Castander, I., Rebón, F. and Alzua-Sorzabal, A., 2015. New trends of
Intelligent E-Marketing based on Web Mining for e-shops. Procedia-Social and Behavioral
Sciences, 175, pp.75-83.
Gordini, N. and Veglio, V., 2017. Customers churn prediction and marketing retention
strategies. An application of support vector machines based on the AUC parameter-selection
technique in B2B e-commerce industry. Industrial Marketing Management, 62, pp.100-107.
Hasan, L. and Morris, A., 2017. Usability Problem Areas on Key International and Key Arab
E-commerce Websites. Journal of Internet Commerce, 16(1), pp.80-103.
Hudák, M., Kianičková, E. and Madleňák, R., 2017. The importance of e-mail marketing in
e-commerce. Procedia Engineering, 192, pp.342-347.
Jia, W., 2017. 45. Optimization of Data-mining-based E-commerce Enterprise Marketing
Strategy. Revista de la Facultad de Ingeniería, 32(13).
Jin, H., Chi, C. and Gao, X., 2018, December. Strategic Research on Accurate Marketing to
Enhance Consumer Experience of Social Media Users. In 2018 2nd International Conference
on Economic Development and Education Management (ICEDEM 2018). Atlantis Press.

E-business plan 17
Johansson, T. and Kask, J., 2017. Configurations of business strategy and marketing channels
for e-commerce and traditional retail formats: A Qualitative Comparison Analysis (QCA) in
sporting goods retailing. Journal of Retailing and Consumer Services, 34, pp.326-333.
Kim, Y. and Peterson, R.A., 2017. A Meta-analysis of Online Trust Relationships in E-
commerce. Journal of Interactive Marketing, 38, pp.44-54.
Liginlal, D., Al-Fehani, M., Gopinath, P. and Cheek, A., 2015, December. Wish lists and
shopping carts: A study of visual metaphors on Arab e-commerce websites. In Workshop on
E-Business (pp. 176-180). Springer, Cham.
Litman, L., Robinson, J. and Abberbock, T., 2017. TurkPrime. com: A versatile
crowdsourcing data acquisition platform for the behavioral sciences. Behavior research
methods, 49(2), pp.433-442.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Majrashi, K., Hamilton, M. and Uitdenbogerd, A.L., 2018, November. Task Continuity and
Mobile User Interfaces. In Proceedings of the 17th International Conference on Mobile and
Ubiquitous Multimedia (pp. 475-481). ACM.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: a research agenda. Journal of
Research in Interactive Marketing, 11(2), pp.185-197.
Mazzarol, T., 2015. SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research, 22(1), pp.79-90.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4), pp.294-
303.
Qasim, D., Mohammed, A.B. and Liñán, F., 2018. The Role of Culture and Gender in E-
commerce Entrepreneurship: Three Jordanian Case Studies. In Entrepreneurship Ecosystem
in the Middle East and North Africa (MENA) (pp. 419-432). Springer, Cham.
Rahayu, R. and Day, J., 2017. E-commerce adoption by SMEs in developing countries:
evidence from Indonesia. Eurasian Business Review, 7(1), pp.25-41.

E-business plan 18
Ahen, N., Mousavi, S.S. and Baradaran, G., 2015. Crack detection in frame Structures with
regard to changes in natural frequencies by using finite element method and ACO
R. Modares Mechanical Engineering, 15(8).
Turban, E., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2015. Social commerce:
Foundations, social marketing, and advertising. In Electronic Commerce (pp. 309-364).
Springer, Cham.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Marketing
and advertising in e-commerce. In Electronic Commerce 2018 (pp. 361-401). Springer,
Cham.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2017. Electronic
commerce 2018: a managerial and social networks perspective. Springer.
Verma, V., Sharma, D. and Sheth, J., 2016. Does relationship marketing matter in online
retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2),
pp.206-217.
Walwema, J., 2016. Tailoring information and communication design to diverse international
and intercultural audiences: How culturally sensitive ICD improves online market
penetration. Technical Communication, 63(1), pp.38-52.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research, 28(1), pp.74-104.
Yang, Z., Shi, Y. and Wang, B., 2015. Search engine marketing, financing ability and firm
performance in E-commerce. Procedia Computer Science, 55, pp.1106-1112.
Zhou, T. and Li, L., 2017, May. Characteristics Description of Potential User Segments on
the E-Commerce Website oriented to Precision Marketing. In WHICEB (p. 36).

E-business plan 19