E-Commerce: Legal, Ethical, and Strategic Business Report

This report delves into various aspects of e-commerce, addressing legal and ethical considerations for an e-commerce manager, including web tracking, privacy, and fraud prevention. It explores the importance of technological innovation and outlines key characteristics of a digital business strategy model, emphasizing customer centricity and IT leadership. The report evaluates restructuring options for 'bricks-and-mortar' organizations transitioning to 'bricks-and-clicks' or 'clicks-only' models. It further examines purchasing methods, organizational implications of e-procurement, and the stages of a strategic e-marketing planning process, including mission, situation analysis, marketing strategy, and marketing mix. The report also summarizes new opportunities to vary the marketing mix through the internet, techniques for attracting repeat website visits, and evaluates communication strategies for online e-tailers, offering recommendations for customer acquisition and retention.

E business question

Table of Contents
MAIN BODY........................................................................................................................................3
REFERENCES......................................................................................................................................6

MAIN BODY
Q 1. You recently started a job as e-commerce manager for a bank. Produce a checklist
of all the different legal and ethical issues that you need to check for compliance on the
existing website of the bank.
There are various issues which have to be considered by by me while performing my
job as an E-Commerce manager and are directly related to ethical and legal formalities and
issues (Ahmadinejad and Najafi Asli, 2017) . A proper checklist related to both legal and
ethical issues is mentioned below:
Ethical issues:
 Web tracking: It is a major issue which is faced by various users while using
different E-Commerce sites of various platforms. Here I will try to reduce the chances
of web tracking so that the privacy of a user can be maintained.
 Privacy: There are various kind of history related to a user which can be seen by the
use of website by the user. Directly impact on their privacy so I will try to manage
that privacy norms related to users can be fulfilled for providing them safe and secure
platform.
Legal issues:
 Fraud on internet: it is a major problem in front of various organisations which is
related to to defraud on internet. This is because by the use of e commerce sites a user
can lose its personal data related to the information of cards and other private
information which can impact as fraud related to internet services.
 Copyright: it is my responsibility to manage the copyright of the online platform so
that I can achieve objectives related to organisation and try to minimise the legal
liabilities of the firm.
Q 2. How should the e-commerce manager monitor and respond to technological
innovation?
Technological innovation in the inner part of the organisation which is required to
improve different functioning as well as achieve the goals and objectives in an appropriate
way because there is continuous development and changes in the technology which is used by
the organization (Arnaboldi and Coget, 2016). In relation to a commerce manager, it can also
add of the changes in an appropriate way by monitoring and responding to a different change
where it can follow up process which is mentioned below:
 Identification of technological change
 Identifying the impact of innovation
 Scope of innovation in organisation
 Analysis of risk
 Allocation of resources
 Implementation of change management process.

Q 3. What are the key characteristics of a digital business strategy model?
It is important for organisation to formulate proper digital business strategy which
inbuilt of different characteristics and help the organisation in achieving its goals and
objectives. All these characters are mentioned below:
Customer centric: Digital business strategy model is a customer centric system which
constantly interacts with different customers of the company so that company can improve
and enhance the customer experience within the firm and can use it to achieve the maximum
customer satisfaction (Curzon, 2016).
Maintain consistency and continuity through all channel and devices: It is also
characteristics of business strategy model which is related to customer experience and
maintaining it is consistent and continuous as possible for the organisation. This is done
through the channels and devices which helped organisation in maintaining visual designs
and achieving the flow of interactive response.
IT leadership: IT leadership is also important characteristic of digital strategy model
which help the organisation in completing digital transformation within the firm and taking
strategic decision alongside the management.
Q4. Evaluate the range of restructuring options for an existing ‘bricks-and-mortar’
organization to move to ‘bricks-and-clicks’ or ‘clicks-only’ contributing a higher online
revenue.
This model can be achieved by the organisation by the help of various social media platforms
and online selling system where example of chain stores can be taken. These stores are
specialised to sell their products in offline mode only but now they are shifting toward the
online mode where they are taking orders from the customer by the help of social media
platforms like Facebook, Twitter and Instagram (Daly, 2016).
Q5. Outline the two main methods by which companies purchase supplies and the two
broad divisions of supplies needed.
In relation to the current organisation it is following with two kind of purchasing system
where organisation follow bulk purchasing and speculative purchasing where in bulk
purchasing organisation purchase raw material in bulk quantity. In speculative purchasing
organisation try to speculate the amount of quantity so that it can achieve profitability within
the supplies (Davis and Comeau, 2020). For future perspective the best suitable supplier
purchasing system to the organisation is hand to mouth purchasing and blanket purchasing
where this purchasing method will provide various kinds of benefits to the organisation in
achieving its goals and objectives.
Q6. What are the organizational implications of introducing e-procurement?
There are various benefits of e procurement to the organisations which are mentioned below.
 It directly helps in cost reduction to organisation which will further benefit to the firm
in achieving its goals and objectives related to pricing strategies (Demina and
Chistova, 2017).

 One more reason for e procurement by the organisation is that it reduces the lead time
by the firm so that it can achieve the goals and objectives related to management of
employees.
 It also helped organisation in improving the quality of the products and services
offered by firm to its customers.
Q7. Outline the stages in a strategic e-marketing planning process, for each stage noting
two aspects that are of particular importance for digital marketing.
Marketing planning process:
Step 1- Mission: Mission is important step in this function of marketing digital tools where
organisation has to determine its core mission.
 Mission statement
 Cooperative objective
Step 2: Situation analysis: Under this organisation prior to take advantage within the
competition market understanding the needs and requirement of the customer. It include
following steps (Lehmann, Schenkenhofer and Wirsching, 2018)
 Identification of opportunities
 SWOT analysis
 PESTEL analysis
Step 3: Marketing strategy: under this strategy organisation use different concept related to
marketing which can be applied to different situations for achieving the maximum customer
satisfaction. And this strategy following steps can be used by the organisation (Schmelzl,
Business and Multistage, 2017)
 Identification of target audience
 Setting smart goals
 Development of budget
Step 4: Marketing mix: marketing mix is important for the organisation before formulation
of a digital marketing plan where it has to develop different systems which are mentioned
below:
 Product development
 Price
 Promotion
 Place and distribution
Q8. Summaries new opportunities to vary the marketing mix that arise through it
deploying the Internet
There are various benefits using internet within the marketing mix of the organisation which
are mentioned below:
 It helps organisation in improving the product mix as using the internet will easily
support in offering the digital products and achieving the goals and objectives of the
organisation related to product (Litau, 2017).

 Also bring improvement within the pricing strategies of the organisation because
through the internet organisation can use different pricing models and strategies
which include the online discounting system and improve the sales of the product
Q9. Explain a range of techniques for attracting repeat visits to a website.
 Creation of consistent experience so that customer can easily handle the content on
the website and can get attracted to it
 Developing useful information and content on website so that customer can use the
information in satisfying their needs and requirements (Miller and Brown, 2018)
 Building loyalty programs is also method which can be used by the organisation to
retain the customers and increase the visitors on the websites where it shall use
different kind of promotional activities like reward points to regular visitors show that
customer will log in every day.
Q10. Evaluate the current communications mix for an online e-tailer and make
recommendations for future communications to achieve customer acquisition and
retention.
Amazon is a retailer organisation where the current communication mix of the
organisation is inbuilt of various systems related to communication. To achieve maximum
competitive advantage organisation use effective communication strategy where it uses
flexibility in its function and structure as well as the flow of communication is from top to
bottom. It is recommended to the organisation that for improving communication in future
and achieving the customer acquisition and retention organisation should use a proper policy
where it has to follow the both inward and outward flow of communication so that it can
achieve its goals and objectives (Prelec, Seung and McCoy, 2017)
.

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