BCO6185 - UMarket Mobile App: Strategic Report on B2B Market

This strategic report provides a comprehensive analysis of UMarket, a mobile application designed to connect buyers and suppliers in a Business-to-Business (B2B) marketplace. It begins by outlining the company's background, key stakeholders, vision, and mission statement. The report then assesses UMarket's current status, including its business drivers, key business processes, internal and external issues, and current technologies used. Furthermore, it explores the future status of the app, detailing potential benefits in terms of cost savings, productivity increases, and enhanced business efficiencies. The report emphasizes UMarket's goal of providing convenience, accessibility, and engagement for clients, aiming to facilitate quick and easy transactions at competitive prices. The analysis concludes by highlighting the importance of personalization and user experience in the app's design and functionality.

A Strategic Report of UMarket 1
BCO6185-Executive and Mobile Computing
A Strategic Report of a Mobile Application
U-Market
Prepared By:-
Luiz Antonio Lima Passos – S4580417
Binisha Sharma - S4597960

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Mukesh Subedi – S4580888
Abid Baquri – S4579369
Submitted to:-
Dr. Omar Mubin
Table of contents
1. Introduction
Company Background
Key Stakeholders
Vision and Mission Statement
2. Current Status
Business Drivers
Key Business Processes
Key Issues (internal)
Key Issues (external)
Current Technologies
3. Future Status
Benefits

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Introduction
Company Background
Mobile business applications are revolutionizing the world of business. Along with Business to
Customer (B2C) applications, Business to Business (B2B) are picking up the pace in this
competitive mobile application market place. A large number of new mobile application
launches increasingly produce a competitive environment for application owners as well as
entrepreneurs. Plus, free and low priced applications are getting marketing costs and profit
margins. (Haugestad, 2015)
A mobile application (app), UMarket is a direct market place for buyers and suppliers providing
Business to Business (B2B) relation. In B2B domain, essentially the services and products of one
business are marketed to other business. For instance, businesses executing economic exchange
are services providing and resource integrating enterprise that holds common objective of value
creation which is referred as B2B. (Vargo and Lusch, 2011)
With the aim to get rid of distributor between manufacturers and retailers, the app has been
developed. The target group of the app is wholesalers and retailers. It is basically a platform for
suppliers and buyers for finding best products at best prices quickly and easily. The app is
designed for small screen. Plus, the architectural design of UMarket is very simple as it has
simple navigation. And, the app focuses on consistency means it has same design in iOS and
android version. . The category of the app discloses may confuse users as it showcases food and
beverage. However, it is packed with other flavors too.
Key Stakeholders
Stakeholders can be renowned in three attributes of relationship-legitimacy, power and urgency.
Power refers to capacity to enforce authority on the relationship; legitimacy means a
comprehensive assumption that the acts are appropriate and desirable; and urgency is founded on

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criticality and sensitivity. (Mitchell, as cited in Panteli et al. 2010) Stakeholder basically is any
individual or group who can influence or is influenced by the success of any company’s goal.
(Freeman, as cited in Matuleviciene and Stravinskien, 2015). The main stake holders of UMarket
are founders and clients. Founders take the responsibility as a sponsor while clients are the users
of the app who either buy or sell their products through the app. Stakeholders of the mobile app
are associated with the same guiding objective for developing and improving customer-centric
user experiences as a buyer or seller.
Vision and Mission Statement
“Umarket help customers discover new trails for successful business”. This statement helps
Umarket to act as a compass and plan to fulfill the company’s prospective. One of the research
mentions that mission statement provides a sense of the organization’s purpose and direction and
the statement is the beginning point of each strategic initiative. A clear mission statement of an
organization supports to make it realistic and achieve coherent goals. (Darbi, 2012)
The vision of UMarket therefore is the key to craft a powerful and sustainable connection with
both team as well as clients. As this vision has been crafted with right intention, it can help the
company align the effort and focus on achieving the objective that is develop as the best platform
for buying and selling products at best price quickly and easily.
Objectives
The major objectives of the app are to provide convenience, easy accessibility and better
engagement with clients. Also, UMarket offers a chance to buy or sell the products at best price
quickly and easily. Likewise, the main goal of the app is to gain profitability presenting best
products at best prices.

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Besides, personalization is a crucial concern of the app. Unlike a website, users do not need to
sign in every time they want to access their account. This app helps users to automatically sign in
just within few tap of the buttons and provides instant access to their personalized page. This app
helps users to search for the products they desire for, quickly and easily log into their account,
quickly and easily log in, review their past order history and sell or buy their products quickly.
Current Status
Business Drivers: Our business is driven by many drivers but some of the important one’s are as
follows:
Technology: U market application is a market place for buyers and suppliers to trade, providing
them B2B experience. Our service provider can be referred to Software as a Service (SaaS).
Technology creates an impact on business outcome, using the innovative technology we built an
application which is Bug-free, fast and easy to use.
Services: We are trying to create a win-win situation for purchasers and suppliers meaning that
the customer can get the same quality product at a lower price and at the same time small
businesses or start-ups gets a chance to grow in the market.
To increase the consumers downloading our application we offer it for free. User can access our
service at any time and from any place.
Marketing Strategy: Few people find mobile applications valuable & exciting whereas others
find it inconvenient. Considering the fact that people carry different attitude towards using
mobile applications, we will reach targeted audience using social media marketing tools. Best of
all, Ad’s on most of the platforms like Facebook, YouTube and Instagram are pay-per click. We
will plan our marketing campaign in three phases i.e. pre-launch, launch and post launch.
Customer centric approach: U-Market enables innovative service that can ensure enhanced
personal experience and satisfaction. We have two different interface for buyers and suppliers
respectively.

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We believe on simplicity and focused on user experience.
Key business processes- the key business processes with respect to the UMarket will be similar
to the other types of the business processes. Thus, the business process will include the
marketing (retailer and wholesaler strategies); employee satisfaction; process improvement,
quality improvement and change management, financial and capital management; acquisition of
the retailer and the wholesalers; technology management and accounting management; product
development. All the business processes work together for the service/product delivery.
 Key internal issues- the major internal issues are an effect on the organization's
size, technical problems, information sharing, and investment costs. The
investment costs arise from training the operating personnel, software
development and its maintenance, additional hardware development and
maintenance. The B2B participation has led to the emergence of the fear that it
provides an open window to the competitors regarding the operational capabilities
and the pricing structures. When discussing the technologies that are existing
within the organizations, issues regarding the compatibility between the partners
will rise. The weak market positions and limited financial resources, the
sophisticated infrastructure of the information technology are the several issues
that arise with the small business entities that would like to adopt the B2B e-
commerce (Łobaziewicz 2013).
 Key external issues- the major external issues are: deal pricing in bulk,
maintaining the client relationships, a shopping cart which is customizable,
shipping solutions, sale companion times, and transactions in large numbers, and
user-friendly experience, establishment of advanced logic, different areas to be
fulfilled (Janita and Chong 2013).

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Current Technologies
Mobile application is based off the common languages for scripting i.e. C,C++, CSS, JavaScript
and HTML. We have also used some instruments that are accessible for creating applications
like PhoneGap. Photoshop was used to make alluring GUI (Graphical User Interface).
The 3 future status-
 The mobile app that is exclusively used for the purpose of B2B operations will be in
future be more integrative with one another and also with the external data resources.
This will lead to the technology executives to take further steps and ensure the proper
security and operation (Bal 2013).
 The mobile applications will help companies to connect and share information regarding
the inventory levels and the order status to the customer and the employees. Thus these
applications will become far more useful in future and it can be seen to create an open
ecosystem.
 It can be predicted that the in future the course may go beyond the current roles and this
will also include the typical business processes like diving into the sale analytics,
checking the product data, procuring the products, delving into the data of sales analytics.
In future the B2B application will depend much more on the user instructions (Bal 2013).
Benefits-

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Tangible- the tangible benefits are: cost savings, increases productivity, increased overall
business efficiencies. The tangible benefits will arise majorly from the benefits that the
application will provide to the targeted business partners and the associated results.
Intangible- The mobile application will provide a customized approach for the wholesalers and
the retailers to judge the unique selling position, functionality and the design of the application.
This will help the customers to engage with the concerned company in a much better way
without any hassle. One of the biggest intangible benefits is the increase in the brand equity
(Rogers and Clark 2016).

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References
Bal, S.N., 2013. Mobile web–enterprise application advantages. International Journal of
Computer Science and Mobile Computing, 2(2), pp.36-40.
Darbi, W P K., 2012. Of mission and vision statements and their potential impact on employee
behavior and attitudes: The case of a public but profit-oriented tertiary institution. International
Journal of Business and Social Science, Vol. 3, no. 14.
Haugestad, R, 2015. Innovation strategy for B2B mobile apps: a value-centric approach
(Master's thesis, Norwegian University of Life Sciences).
Janita, I. and Chong, W.K., 2013. Barriers of b2b e-business adoption in Indonesian SMEs: A
Literature Analysis. Procedia Computer Science, 17, pp.571-578.
Łobaziewicz, M., 2013. Effectiveness of business process management in B2B model. Polish
Journal of Management Studies, 8.
Matuleviciene, M and Stravinskien, J, 2015, The Importance of Stakeholders for Corporate
Reputation. Inzinerine Ekonomika-Engineering Economics, Vol. 26, no. 1, 75–83
Panteli, N, Pitsillides, B, Pitsillides, A and Samaras, G, 2010, An E-healthcare Mobile
Application: A Stakeholders’ Analysis, University of Bath, School of Management.
Rogers, B. and Clark, L., 2016. CABS: a conceptual model for context-aware B2B sales
applications. Journal of Research in Interactive Marketing, 10(1), pp.50-66.
Vargo, S L and Lusch, R F, 2011, It's all B2B… and beyond: Toward a systems perspective of
the market, Industrial marketing management, Vol. 40, no. 2, pp.181-187.

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