Digital Business Management: Tommy Hilfiger Website Analysis Report

This report analyzes Tommy Hilfiger's digital business strategies, focusing on their e-business model, competitive and digital marketing approaches, customer traffic data, e-CRM and social network channel integration, and cybersecurity measures. The company utilizes a Digital Wholesale Facility Model and the 'See Now, Buy Now' approach to enhance its digital presence. Key strategies include aggressive marketing, social media engagement, and image recognition technology. Recommendations are provided to strengthen their digital platform, improve customer engagement, and diversify product offerings. The report also addresses declining website traffic, suggesting improvements to website attractiveness, content freshness, and customer-focused sections. It further discusses the use of social media channels for promotion and the importance of cybersecurity measures and ethical e-business practices to maintain customer trust and data privacy. The analysis concludes with actionable recommendations for Tommy Hilfiger to enhance its digital business performance and ensure sustainable growth.

Digital Business Management
and Emerging Technologies
Digital report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. E- business model website pursues and considering E — business approaches for specific
strengths and weaknesses of the website.....................................................................................3
2. Identifying the competitive strategy and digital business strategy by company followed by
recommendations.........................................................................................................................4
3. Identifying digital marketing strategies and providing recommendations..............................4
4. Discussion of customer traffic data with the recommendation with clear justifications.........5
5. E — CRM and social network channels of the company linked with website and providing
recommendations.........................................................................................................................6
6. Identification of cyber security measures and discussing e — business ethics with
recommendations.........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Digital business refers to the business process which involves applying the technology for
providing the goods and services according to the demand of the customers (Luz Martín‐Peña,
and et.al., 2018).
Thus, the presentation will analyse that how Tommy Hilfiger will be using the M —
Commerce technology while promoting its products and services through mobile app. The
company will explain how it will use the competitive strategy and digital marketing strategy.
Web marketing intelligence platform will be used by discussing the customer traffic data and
providing the recommendations. Company's e — CRM and social networking channels will be
addressed at large scale. Cyber security measures will be addressed with e — business ethics to
be taken into consideration at large scale.
MAIN BODY
1. E- business model website pursues and considering E — business approaches for specific
strengths and weaknesses of the website
The E- business model which is followed by the Tommy Hilfiger is Digital Wholesale Facility
Model which means selling to the competitors. This is the model which helps in addressing to
the aspects of how the company is taking its scale of business at higher level. The company is
mainly focusing on the technology and data which helps in keeping with the aspects of growth
and development at large scale (Saura and et.al., 2019). Tommy Hilfiger has also framed the See
Now, Buy Now Model. This model has increased its digital presence in one year with major
investment. With the help of this model, the company addresses the most positive aspects of how
the company is growing its scale of business in appropriate manner.
The strengths Tommy Hilfiger is that it helps in providing the products and services of
both men and women section available on the website. The weakness which has been identified
of the Tommy Hilfiger website is that the operation of the website is not very appropriate and
proper (Kwilinski and et.al., 2019). This helps in addressing aspects as to how the website should
be presentable of Tommy Hilfiger. E — business model helps in addressing the aspects of how
the online businesses are workable at large scale in significant manner.

2. Identifying the competitive strategy and digital business strategy by company followed by
recommendations
There has been Aggressive Marketing Strategy which has been used which helps in increasing
the value of Tommy Hilfiger brand. With the help of this marketing strategy, the promotion and
advertising of the products and services in the global market are being addressed at large scale.
There are many celebrities who are promoting the brand and also the partnerships have also
helped in addressing the products and services to the customers by not taking in concern the
competitors (Wirtz, 2019). There are various digital strategies which have been addressed such
as social media trends like Instagram, Facebook and Twitter with other social media skills which
are being addressed. Tommy Hilfiger has been using image recognitions technology which is
helping the customers to take photos of the products that are available in the stores. Behind the
scene videos are also helping the customers to buy the products. And as the company is also
investing heavily on the technology there is sale of showcasing the products. There are certain
recommendations which are mentioned as -
 The company should make its digital platform so strong that the products and services are
being taken into consideration and are diversified at the global level (Nadeem and et.al.,
2018).
 The comments of the customers should be replied to so that the company is able to ensure
that they are providing greater satisfaction to the customers.
3. Identifying digital marketing strategies and providing recommendations
Social Media Marketing is the digital marketing strategy which is being used by Tommy
Hilfiger. The company is providing its promoting its products and services through the social
media applications such as Snapchat, Instagram, Facebook etc (Polanco-Diges and Debasa,
2020).
There are certain recommendations which helps in providing the clear statement as to
how the company should enhance its digital marketing strategies in appropriate manner. These
recommendations are described as below -
 Tommy Hilfiger should provide the range of products which should be of lower range as
there are also small income groups who are eager to buy the products and services.

 The company should not only focus on the designer outfits rather should consider
providing and making the products of other ranges as well.
 The strategies in the expansion of global market should be framed so that the products
and services are diversified in that range as it will help in attracting the clients from
different countries.
 For increasing the profits of the company, there are competitors who are taking
advantages of the company (Darma and Noviana, 2020). This also affects the profits of
the company at large scale. There have been competitive advantages which helps in
addressing the aspects of growth and development. Therefore, it is recommended to the
company to use more technology rather than only relying on information.
4. Discussion of customer traffic data with the recommendation with clear justifications
The customer traffic data helps in understanding that how much the customers are
engaged in buying the products and visiting the website. There has been decrease on the website
traffic of Tommy Hilfiger which is denoted as 19.60% as there is decrease as compared to last
month. 10 million were the total visits on the website. There is average visit duration on the
website which is 3 hours (tommy.com., 2022). There are some major recommendations which
should be addressed at large scale and this helps in assuring that these are helpful
recommendations for the growth and development of the company. They are explained as below
-
 More of the sale and discounts should be provided to the customers for the products and
services to be addressed.
 The website should target the customers and provide a certain section which helps in
addressing to the concern of customers so that their needs and requirements are solved in
appropriate manner (Palmatier and Martin, 2019).
 The website of Tommy Hilfiger should be made attractive so that the company is able to
create value for the better usage of the website.
 The content is to be freshening up so that the customers and visitors are more engaged in
creating value for the aspects of growth and development and gaining information
through the website.

5. E — CRM and social network channels of the company linked with website and providing
recommendations
The Electronic Customer Relationship Management includes the integration of channels which
are related to sales, customer service, marketing initiatives etc. There are certain social
networking channels which have been linked with website and helps in promoting and
advertising the services and products which helps in reaching to the customers (Giermindl and
et.al., 2018). Tommy Hilfiger uses social media channels such as — Facebook, Instagram,
Twitter, Pinterest etc. The needs of the customers are fulfilled by social media channels which
helps in addressing of how the changes are being done at large scale. There are certain
recommendations which are addressed as -
 Promotions and advertising should be taking place in a diversified and appropriate
manner to provide the products and services to the customers (Nunes and Abreu, 2020).
 Current trends on social media should be followed so that the website is able to provide
the customers' variety of customers and services at large scale.
 The customers should be targeted in the market to fulfil the needs and requirements of the
customers in the market structure.
6. Identification of cyber security measures and discussing e — business ethics with
recommendations
Certain measures of cyber security are being taken into account and this helps in addressing the
aspects as to how securing of the data and information is to be done by keeping safe the
important documents. The Tommy Hilfiger adopts cyber security measures which helps in
addressing major concerns as to how the company is taking concern of protecting the data and
information in appropriate manner (Shaukat, Luo and et.al., 2020). The company has adopted
cyber security measures by maintaining the privacy of the business information. The company
has creates its formal website where all the information is locked and the company maintains the
confidentiality at large scale. There are certain e — business ethics which should be followed by
the Tommy Hilfiger. These business ethics are described in the manner such as -
 Securing of the customers' data which gains the trust of the customers at large scale.

 The web content should be creative as how the company is addressing the content on the
website which helps in growing traffic which helps in gaining visitors for the company
website.
 The e — business helps in addressing to the aspects of how the company is creating value
for the products and services at large scale (Argaw and et.al., 2020).
These recommendations help in addressing the important improvements which are needed by the
company and this keeps the business growth and development through the website in an effective
and appropriate manner. This will help in creating value for the business with the helps of
maintaining the privacy and confidentiality of the data and the information at large scale.
CONCLUSION
Thus, the presentation discussed Tommy Hilfiger using the M — Commerce technology
while promoting its products and services through mobile app. The company explained how it
used the competitive strategy and digital marketing strategy. Web marketing intelligence
platform was being used by discussing the customer traffic data and providing the
recommendations. Company's e — CRM and social networking channels were being addressed
at large scale. Cyber security measures were being addressed with e — business ethics to be
taken into consideration at large scale.

REFERENCES
Books and journals
Argaw, S.T. and et.al., 2020. Cybersecurity of Hospitals: discussing the challenges and working
towards mitigating the risks. BMC medical informatics and decision making. 20(1).
pp.1-10.
Darma, G.S. and Noviana, I.P.T., 2020. Exploring Digital Marketing Strategies during the New
Normal Era in Enhancing the Use of Digital Payment. Jurnal Mantik. 4(3). pp.2257-
2262.
Giermindl, L. and et.al., 2018. Why do you NOT use the Enterprise Social Network? Analyzing
Non-Users' reasons through the lens of Affordances. Lost in Digital Transformation?
The role of Enterprise Social Networks in facilitating digital collaboration. 57.
Kwilinski, A. and et.al., 2019. Formation of the entrepreneurship model of e-business in the
context of the introduction of information and communication technologies. Journal of
Entrepreneurship Education. 22. pp.1-7.
Luz Martín‐Peña, M. and et.al., 2018. The digitalization and servitization of manufacturing: A
review on digital business models. Strategic Change. 27(2). pp.91-99.
Nadeem, A. and et.al., 2018. Digital transformation & digital business strategy in electronic
commerce-the role of organizational capabilities. Journal of theoretical and applied
electronic commerce research. 13(2). pp.1-8.
Nunes, M. and Abreu, A., 2020. Managing open innovation project risks based on a social
network analysis perspective. Sustainability. 12(8). p.3132.
Palmatier, R.W. and Martin, K.D., 2019. Understanding and valuing customer data. In The
Intelligent Marketer’s Guide to Data Privacy (pp. 133-151). Palgrave Macmillan,
Cham.
Polanco-Diges, L. and Debasa, F., 2020. The use of digital marketing strategies in the sharing
economy: A literature review. Journal of Spatial and Organizational Dynamics. 8(3).
pp.217-229.
Saura, J.R. and et.al., 2019. Digital marketing strategies based on the e-business model:
Literature review and future directions. Organizational transformation and managing
innovation in the fourth industrial revolution. pp.86-103.
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Shaukat, K., Luo, S. and et.al., 2020. A survey on machine learning techniques for cyber security
in the last decade. IEEE Access. 8. pp.222310-222354.
Wirtz, B.W., 2019. Digital business models. Cham: Springer International Publishing.
Online
tommy.com., 2022. [Online]. [Available Through]
<https://www.similarweb.com/website/tommy.com/#overview>
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