E-Business Systems (COIT20250) E-Portfolio: Weeks 3-8, Term 2, 2019

This e-portfolio comprehensively examines various aspects of e-business, including e-commerce, marketing, and retailing. It starts with the building blocks of an e-commerce presence, encompassing mission statements, strategic analysis, business and revenue models, target audiences, market characteristics, development timelines, budgets, and site management tools. The portfolio then delves into e-commerce security, payment systems, and business strategies such as value propositions, revenue models, market opportunities, competitive environments, and advantages. Further sections cover e-commerce marketing and advertising, exploring internet audiences, consumer behavior, and marketing tools. The portfolio also addresses social, mobile, and local marketing, outlining online platforms, marketing tools, and mobile marketing campaigns. Finally, it analyzes e-commerce retailing and services, evaluating the viability of online firms, challenges faced by retailers, and trends in online financial, travel, and career services, concluding with an overview of on-demand service company business models. The portfolio draws on various academic sources and real-world examples to provide a well-rounded understanding of the subject.

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Business management
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Weak 3 portfolio
Building an e-commerce presence
To come up with a successful business model, one has to consider various factors which
are referred to as the building blocks for the e-commerce presence since they validate the whole
model. The blocks are discussed below.
Mission statement
The mission statement of every project involves the identification of the main activity one
needs to accomplish and how it will be accomplished. The mission statement will also entail the
identification of market audience which will be required for the completion of the set objectives.
(Laudon and Traver, 2016, pg. 228).
Strategic analysis
The strategic analysis involves conducting a SWOT analysis of the organization to identify
its strengths and weakness to predict the impact of e-commerce presence on the operations and
profitability of the business. (Escobar-Rodríguez and Bonsón-Fernández, 2017, pg. 599).
Business and revenue model
Business and revenue model requires the manager and staff members of the organization to
start thinking about the source of capital for the business. E-commerce presence includes service
providers, market creators and content providers.
Target audience
In developing e-commerce presence model, identification of the target audience for the e-
commerce presence is very essential for the success of business like behavior patterns,
demography and their purchasing power.

Management 3
Characterizing the market place
The chances related to the success of e-commerce presence will depend on the characteristics
of the market place based on the competition level in the market. The business has to consider
features like capacity, market trends and preferences. (Degenhardt, et al, 2019, pg. 1422).
Development timeline
Developing a timeline is necessary for every business since it shows various phases for
implementing the designed e-commerce model. The timeframe required entails planning phase,
website development, web implementation, social media plan and implementation and mobile
plans.
Preliminary budget
This entails the total cost of the whole process that is hosting services charged, content
creation, and designing cost and marketing cost of the product.
Site management tools
Tools required to manage ecommerce sites includes web serve and third party software for
advanced management like keeping track on the customer purchase and marketing campaigns
effectiveness. These tools enables effective management of the ecommerce presence.
Ecommerce merchant software
Ecommerce merchant software includes catalogs, shopping cart and credit card processing.
The above mentioned merchant software are used to facilitate customer interaction with products
of the company. For instance, catalog provided list of products offered to the market.

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Considering for choosing a software
While choosing a software, the management body of the company should consider its
objectives, software platforms so as to make a rational decision on the type of software to go for.
Developing mobile website
When developing a mobile website, the following factors should be considered; connectivity,
hardware, interface and display of the website. The display should be attractive to the user so as
to attract many users.
Weak four
Ecommerce security and payment system
How to ensure e-commerce security
In an attempt to ensure e-commerce security to protect the whole e-commerce system from
cybercrimes, credit card frauds and underground economy market place, the following measures
must be considered by the business that is use of new and updated technology systems, setting
organizational payment procedures and policies. (Turban, et al, 2017, pg. 578).
Figure 1: Ecommerce security procedure
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The organization is expected to use the latest technology in processing payment methods and
also in marketing its products. Old and outdated technologies are full of hackers who have
cracked into the system rendering old technology unsafe for payment transaction and marketing
process. (Sherif, 2016, pg. 357).
Ecommerce payment system
This a mode payment used in the e-commerce market consumers pay for the services and
goods offered via mobile or online credit card. This has imposed a series of security questions
and doubts due to hackers’ activities in the system.
Weak five
Ecommerce business strategies
Value proposition
These are the unique feature of the products which attracts customer to your products. They
include fair pricing and quality values. (Wirtz, et al, 2016, pg. 55).
Revenue model
It spells out how the business will earn money through marketing its products. The business
earns money through various revenue models like transaction fee model, advertisement model,
sales revenue model and subscription models to enable it to finance its operations. (Hoppenfeld
and Malafi, 2015, pg. 380).
Market opportunity
It describes the specific market space the business intends to serve and available realistic
market gap which will be profitable to the business in terms of customers and sales volume due
to low competition within the space.

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Competitive environment
This refers to the number of business within the identified market space offering similar
products and services in the market. The competitive environment is influenced by several
factors like profitability, pricing and market share of the competitor.
Competitive advantage
Competitive advantages refer to how superior your product is that makes others inferior in
the market space. The competitive advantage of the product like quality and pricing.
Categories of e-commerce model
Ecommerce model is categorized into two that is e-commerce sector and technology where
the e-commerce sector is further categorized into business to consumers and business to
business.
B2C and B2B models
The models are also referred to as business to consumer model which comprises of the market
creators, transaction brokers and portal while B2B comprises of net market places like e-
distributor, e-procurement and exchange process among the business.

Management 7
Weak six
Ecommerce marketing and advertising
Internet audience and consumer behavior
The percentage users of internet has been increasing daily due to newly designed internet
devices which has enables a large number of internet audience to access the e-commerce
platform. A consumer behavior model studies the behavior of the consumer, discipline and taste
in their e-commerce market. Consumer behavior model is influenced by consumer purchasing
decision. (Ezrachi and Stucke, 2016, pg. 235).
Marketing and advertising strategies tools
Marketing and advertising strategies tools used in e-commerce environment are meant to
create awareness about the existence of new product into the e-commerce market to attract more
online shoppers to that particular product.
Marketing and advertising tool includes display ad marketing, affiliate marketing, email
marketing, viral marketing and search engine marketing. These tools contributed a lot in the field
of e-commerce since they can reach a large number of internet users thus creating product
awareness. (Rowley, 2017, pg. 333).
Email marketing involves sending emails to prospective buyers by the organization to inform
them about the existence of the product in the market.
Online marketing strategies
Online marketing strategies like customer retention strategy which enables the organization
to retain most of its customers thus ensuring the profitability of the organization. Customer
retention strategies can be achieved through one on one marketing, retargeting and behavioral
targeting.

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Technologies supporting online marketing
Technologies used by the online marketers to market their products includes web transaction
logos which provide much marketing data about the product to the customers and also cookies
and tracking files to enable tracking of the products and customers interaction.
Cost and benefit of online marketing
Cost associated with the online marketing includes pricing models and measuring issues.
Such costs are incurred by the company so as to avail their products online to the users
effectively. Pricing model cost entails cost per action, barter cost and others.
Weak seven
Social mobile and local marketing
Marketing process involves engaging and online conversing with the targeted customers of the
products and services offered via social platforms like face, tweeter and other platforms for
communication.
Online marketing platforms
Online marketing platforms include various social media platforms like Facebook, social
market and tweeter platforms.
Facebook marketing is considered the best online marketing platform due to its wide coverage
of user’s base on gender, age and education experience. (Hew, et al, 2016, pg. 153).
Facebook marketing tools include video messengers, Facebook exchange and video ads.
The tools mentioned facilitates the process of Facebook marketing.

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Tweeter marketing
Tweeter marketing has facilitated the process of online marketing using social media
platforms since it enables marketers to directly interact with customers. This is made possible
through a tweet, followers, hashtags and shootouts.
Tweeter marketing tools entails promoted trends, videos, ads, account and mobile ads which
pops on the screen of the phone while connected to the internet or while tweeting. (Parker and
Wang, 2016, pg. 587).
Mobile marketing
Mobile marketing has been a fast-growing online marketing platform due to a large number
of users globally hence the organization can effectively market their products through google
plays and ads.
Mobile marketing campaigns entails factors like a mobile website, Facebook and tweeter. The
identified mobile marketing campaigns aimed at creating product awareness to users. (Yumurtacı
Hüseyinoğlu, Galipoğlu and Kotzab, 2017, pg. 723).
Key element of mobile marketing campaign
Key elements of mobile campaigns includes mobile website, Facebook and tweeter brand
pages which aid in reaching out to online customers since they are widely used. Such mobile
marketing campaigns are regularly used and easily accessed thus attract many user to the product
being marketed.
Location based local marketing
It targets user based on their location in offering location based services to customers like
reviews, personal navigation and family tracker services.
It uses platforms like Facebook, google, tweeter and apple to reach out to location based users.

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Weak eight
Ecommerce retailing and services
The vision of e-commerce retailing and services in the e-commerce environment is to cut
out some of the excess expenses incurred by the consumer while looking for the best product to
buy. Such expenses include the searching cost since customers will find the lowest cost for the
preferred products. (Galipoglu, et al, 2018, 370
Analyzing the viability of online firms
Analysis on viability of online firms are based on economic factors which is the ability of the
firm to survive as a profitable business. Economic viability includes strategic and financial
analysis.
Strategic viability analysis focuses on the firm as a whole and itself. Factors for strategic
analysis include barriers to entry in the market, power of suppliers, power of customers, the
existence of substitute product and value chain of the product. (Clarke, Thompson and Birkin,
2015, pg. 390).
Financial strategic analysis includes statements of operational activities of the firm like
revenues, cost of sales, operating margin and gross margin. Factors of financial strategic analysis
include balance sheet that is assets, liabilities and working capital. (Souiden, Ladhari and
Chiadmi, 2019, pg. 578).
Challenges facing ecommerce retailers
One of the challenges faced by the ecommerce retailer is stiff competition in the retail market
thus following large number of online retailer in the retailing industry. Market entry limitation
has also been a major challenge to online retailers due to high entrance cost charged per retailer.

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Features of online retail sector
Online retail sector possess a fast growing feature as many retailor prefer online retailing
than offline retailing. This is due to the availability of online users and easy access to the online
market where large number of users area available.
Trends in online financial industry
Trends in online financial industry entails recruitment trends where large number of recruiters
uses social recruiting methods. Mobile trends has been growing since most of the activities are
conducted through mobile devices and also use of algorithm hiring.
Trends in online travel industry
Use of social media content, mobile services application and intense competition are the
major trends in the online travel industry. The trends has influenced the industry in a number of
ways in terms of services they offer to customers and pricing of their services.
Trends in online career services
One of the trending issues in the online career services entails online recruiting of staff by
companies. It entails submission of job qualifications via online platform for selection which has
revolutionized the whole industry.
Business model of on-demand services companies
On demand services company deals with online leasing services to their customer or online
users who may want to lease a product mostly cars, bikes and other heavy machines. It works
best to people who may need a product over short period of time thus leasing is most cost
effective than purchasing a new product.

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References
Clarke, G., Thompson, C. and Birkin, M., 2015. The emerging geography of e-commerce in
British retailing. Regional Studies, Regional Science, 2(1), pp.371-391.
Degenhardt, J., Kallumadi, S., Porwal, U. and Trotman, A., 2019, July. ECOM'19: The SIGIR
2019 Workshop on eCommerce. In Proceedings of the 42nd International ACM SIGIR
Conference on Research and Development in Information Retrieval (pp. 1421-1422). ACM.
Escobar-Rodríguez, T. and Bonsón-Fernández, R., 2017. Analysing online purchase intention in
Spain: fashion e-commerce. Information Systems and e-Business Management, 15(3), pp.599-
622.
Ezrachi, A. and Stucke, M.E., 2016. Virtual competition.
Galipoglu, E., Kotzab, H., Teller, C., Yumurtaci Hüseyinoglu, I.Ö. and Pöppelbuß, J., 2018.
Omni-channel retailing research–state of the art and intellectual foundation. International
Journal of Physical Distribution & Logistics Management, 48(4), pp.365-390.
Hew, J.J., Lee, V.H., Ooi, K.B. and Lin, B., 2016. Mobile social commerce: The booster for
brand loyalty?. Computers in Human Behavior, 59, pp.142-154.
Hoppenfeld, J. and Malafi, E., 2015. Engaging with entrepreneurs in academic and public
libraries. Reference Services Review, 43(3), pp.379-399.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Parker, C.J. and Wang, H., 2016. Examining hedonic and utilitarian motivations for m-
commerce fashion retail app engagement. Journal of Fashion Marketing and Management: An
International Journal, 20(4), pp.487-506.
Rowley, J.E., 2017. Information marketing. Routledge.
Sherif, M.H., 2016. Protocols for secure electronic commerce. CRC press.