Dissertation: Beverage E-Commerce Website Warehouse Solution

This dissertation investigates the benefits of integrating e-commerce into a wholesale alcohol business, specifically focusing on a cash and carry operation in London. The research aims to understand how an e-commerce website solution can optimize warehouse management and improve customer satisfaction. The study employs a mixed-methods approach, including a literature review to establish a theoretical foundation and interviews with customers to gather primary data on their perspectives regarding e-commerce adoption. The dissertation explores various aspects, including the business model of cash and carry, optimization strategies for online alcohol sales, and the necessary changes in business processes to successfully incorporate e-commerce. The findings highlight the advantages of e-commerce, such as increased customer satisfaction, while also addressing potential challenges like security concerns and the need for staff training. The research concludes by recommending strategies for effective e-commerce implementation, contributing to both the practical application and the theoretical understanding of e-commerce in the alcohol wholesale sector.

Running head: DISSERTATION
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Title of Your Project: Beverage E-Commerce website Solution to Warehouse (Alcohol
business)
Number of Words:6,388
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DISSERTATION
Declaration
This dissertation is my own original work and has not been submitted elsewhere in fulfilment of
the requirements of this or any other award
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Abstract
The undertaken research aims in discussing the benefits of incorporation of ecommerce in in a
wholesale alcohol business. The cash and carry alcohol business in London can incorporate
ecommerce business in their daily business processes. The research investigation mainly aims in
interviewing the customers to understand the key benefits of ecommerce. The research study has
been completed by collection of both primary and secondary data. The secondary data is
obtained in form of literature review. The findings of the literature review section is further
supported by the data that are obtained from the secondary sources. The process of data
collection that is chosen for this particular study is interview. The customers of the wholesale
alcohol company are interviewed to understand their views concerning the incorporation of
ecommerce in the existing business model. The interview questions were set on basis of the data
obtained from the secondary sources. The respondents of the interview are the customers of the
shop who have provided their consent to provide data. The undertaken study has discussed the
various benefits that an organization can gain by incorporation of ecommerce in their daily
business module. The most primary benefit is increase in the satisfaction of the customers.
However, there are certain concerns linked with the incorporation of ecommerce in the existing
business module. It is critical to understand that ecommerce is linked with certain security issues.
Effective management of these security issues are necessary. Also, it is quite integral for the
staffs to understand the change in the business processes so that a new technology and a different
business module can be incorporated in the existing business module of the cash and carry
alcohol business.
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Table of Contents
Table of Tables....................................................................................................................5
1. Introduction......................................................................................................................6
1.1. Background and Rationale........................................................................................6
1.2. Research Aims and Objectives.................................................................................7
2. Literature Review and Evaluation...................................................................................7
2.1. Introduction...............................................................................................................7
2.2. Business Model of Cash & Carry.............................................................................8
2.3. Optimization of Alcohol for ecommerce..................................................................9
2.4. Changes in Business Model of Cash and Carry......................................................10
2.5. Realization of Ecommerce Benefits in Cash and Carry.........................................11
2.6. Chapter Summary...................................................................................................12
3. Research Methodology..................................................................................................13
3.1. Introduction.............................................................................................................13
3.2. Method Outline.......................................................................................................13
3.3. Research Philosophy...............................................................................................14
3.4. Research Approach.................................................................................................15
3.5. Research Design.....................................................................................................16
3.6. Process of Data Collection......................................................................................17
3.6.1. Sampling..........................................................................................................18
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3.7. Data Analysis Method............................................................................................19
3.8. Ethical Consideration..............................................................................................19
4. Discussion of Results/Analysis and Findings................................................................20
4.1. Introduction.............................................................................................................20
4.2. Data Collection.......................................................................................................20
4.3. Qualitative Data Analysis/Results..........................................................................21
4.4. Discussion and Chapter Summary..........................................................................23
4.5. Limitations..............................................................................................................24
5. Conclusion.....................................................................................................................25
5.1. Linking with Objectives.........................................................................................25
5.2. Future Scope...........................................................................................................27
References..........................................................................................................................28
Appendix............................................................................................................................33
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Table of Tables
Table 1: Illustrating the Research Methods Chosen..........................................................11
Table 2: Showing the Responses of the Interview.............................................................32
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1. Introduction
Ecommerce is an activity of buying or selling of products over internet. Electronic
commerce and its use have increased over the years mainly because of the benefits it offers.
There are certain significant benefits of incorporation of ecommerce in a business and it provides
the increasing accessibility of the products offered by a company (Ribadu and Rahman 2017). A
research study has been undertaken to analyse the benefits of introducing an ecommerce website
solution to manage the warehouse.
1.1. Background and Rationale
Cash & Carry is a wholesale and on trade wine company and is into business of
distribution of a wide range of liquors. Since the company is running a wholesale business in
London, incorporation of ecommerce into the business can prove to be beneficial for the business
survival (Lo and Lam 2015.). A cash and carry business process generally refers to the business
model that virtually excludes the transaction of the credits and therefore, it requires an upfront
payment of all the goods and services (Cristache, Micu and Susanu 2014). It is significantly
important to understand the benefits that can be obtained by incorporation of ecommerce into
this cash & Carry business that is based in London.
The undertaken study aims in understanding the benefit of making use of ecommerce in
website solution to warehouse for the wine company. Since the ecommerce website offers
effective benefits to the company in managing their business processes. The undertaken study is
justified as it will evaluate the working principle of the business of cash and carry in London.
The importance of ecommerce in management of the warehouse and easier business flow will be
examined in this particular study and therefore the choice of the research is justified. Also the
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research will be analysing the process in which the retailers business can be effectively managed
by incorporation of ecommerce (Chaffey, Hemphill and Edmundson-Bird 2019). In the
following section the aims and the objectives of the study are identified and highlighted. The
fulfilment of the undertaken research is linked with achievement of the identified aims and
objectives.
1.2. Research Aims and Objectives
Research Aim: The aim of the research is to analyse the benefit of ecommerce in the cash
and carry wine company based on London.
Research Objectives: The key objectives that will be analysed in the undertaken research
are indicated as follows-
 To understand the concept and benefit of ecommerce in Cash & Carry
 To analyse the existing business model of Cash & Carry
 To understand the need of incorporation of ecommerce in wholesale alcohol
business
 To recommend strategies for effective incorporation of ecommerce in the existing
business model.
The fulfilment of the above identified objectives will ascertain that the main aim of the
research has been covered with the completion of the research. The study will further analyse the
benefits of incorporation of ecommerce in the regular business process of the wholesale business
of cash & Carry.
2. Literature Review and Evaluation
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2.1. Introduction
Literature review is a process of searching and evaluating the available literature in the
undertaken field of study. It provides a researcher to analyse and combine the sources to identify
the various trends, debates gasps in the exiting literature and accordingly, the current study can
be conducted. It is critical to effectively analyse the existing literature so that the need of further
study in the research is analysed. The review of the literature for this chosen study will also be
useful for collection of secondary data. The review of literature will provide effective insight to
the various factors and benefits of ecommerce business. The review of the literature in this field
is necessary for understanding the various factors that contributes to an ecommerce business. The
original experimental work of various authors are evaluated through the review of literature. In
the following paragraphs, the business model of cash and carry, the benefits of incorporation of
ecommerce in an existing business, and the strategy in which an alcohol business based on
London can effectively manage their warehouse by incorporating the use of ecommerce in the
existing business.
2.2. Business Model of Cash & Carry
Cash and carry is the type of operation that virtually exclude the credit transactions. Cash
and carry business model have been experiencing a slow resurgence over the last few years. The
core principle of a cash and carry business model however, is to receive only hard currency for
goods and therefore, the commerce business in this sector is not that common. Therefore, the
incorporation of the ecommerce business model indicate a significant change in the existing
business model of cash and carry (Khan 2016).
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According to Cao (2014), the business operations of cash and carry may not have any
critical impact in the spending or buying habit of the buyers. Credit card companies promptly
pay for the transactions of the customers, regardless of the fact whether the customers are paying
the bill. Thus a situation is generally created where a particular person mainly make a credit on
any cash and carry by transfering the debt to a third party (Savrul, Incekara and Sener 2014).
With the increase in use of customers’ payment option, the incorporation of the ecommerce in
the alcohol business may not be a problem (Goetsch 2014). Therefore, a change in the
predominant cash and carry marketplace is expected; however, it could have certain negative
impact as well.
One drastic change that could be faced if there is a shift in the business process is that it
can cause drastic unemployment in case of the manual business process (Kurnia et al. 2014).
There is a wide opportunity of incorporation of ecommerce in the beverage ecommerce website
solution warehouse of an alcohol business.
2.3. Optimization of Alcohol for ecommerce
The alcohol sales through an online channel is considerably less across the globe
although ecommerce has considerably ingrained to the western consumer culture. There have
been a notable late arrival of alcohol in the online shopping world mainly because of differing
state and city regulations for alcohol sales and its distribution. Therefore, it can be said that there
is a need of optimization of alcohol for ecommerce (Morganti et al. 2014). Consumers mainly
look for a clear cut description and image while shopping online and therefore, it is critical to
include at least a primary and a secondary image compatible for mobile viewing. An effective
and a thorough product detail is necessary for managing the shopping experience of the
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customers (Gupta 2014). For effective optimization of ecommerce in the alcohol business, it is
quite significant to include a bundle of products that can possibly incentivize the customers for
purchasing something different and disrupting as well (Sawmy and Damar-Ladkoo 2015). The
mobile friendly concept in online shopping has enhanced the operational efficiency of the
process. A significant change in the business processes is needed to be brought to incorporate the
concept of online shopping.
The alcohol business of cash and carry can be associated with ecommerce to provide the
customers with the benefits of ordering wine from the convenience of their houses and get it
delivered to their doorstep.
2.4. Changes in Business Model of Cash and Carry
Incorporation of ecommerce in the business model of cash and carry indicate that certain
changes in the business processes will be incorporated in the team (Maity and Dass 2014).
Embracing ecommerce in a cash and carry business generally requires critical planning and
designing process. Along with there a significant change in the business strategies are needed to
be addressed as well.
Technology of ecommerce can be implemented in the business processes by managing
the business processes of ecommerce (Dai and Zhang 2015). The business model of ecommerce
is linked with understanding the core processes of ecommerce oriented activities and therefore, it
is significantly necessary to enable the information visibility and coordination.
If the business model of the cash and carry is needed to be integrated with ecommerce, it
is integral for the entire organisation to understand the process of e business (Ribadu and
Rahman 2017). Migrating to the e-business environment requires understanding the key concept
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regarding the process in which ecommerce can change the entire business process and the buying
behaviours of the customers (Akter and Wamba 2016). Researches indicate that ecommerce
generally increases the spending behaviours of the customers and therefore, through the new
business model, it is predominantly necessary to utilize the same.
The start of an ecommerce business requires certain planned stages, and the primary
among them is to set up an ecommerce website and payment option (Cho, Bonn and Kang 2014).
The setting up of an ecommerce website further requires incorporation of all the major products
to the website so that the customers can navigate and place the order accordingly. The setting up
of the commerce process in a business is further subjected to effective advertising (Ghandour
2015). It is of significant necessity to explore the benefits that customers can gain with the
incorporation of the ecommerce in their business. This can be used for the advertising process.
The incorporation of ecommerce in a business is linked with exploring the best opportunities for
products and ideas (Mata and Quesada 2014). The idea of incorporation of ecommerce in an
existing business offers a number of significant advantages to the existing business process. The
realization of the benefits of the business processes in incorporation of ecommerce to the existing
business process is the key need for successful execution and implementation of ecommerce in
business.
2.5. Realization of Ecommerce Benefits in Cash and Carry
The incorporation of ecommerce in the business of cash and carry has certain significant
benefits as well. The business of ecommerce demands hard work market research. The
evaluation of the business process of ecommerce cash and carry involves researching the most
significant benefits of the same.
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