eCommerce Management Portfolio: PROCRICKET Store Analysis, COM4070

This portfolio presents a comprehensive analysis of an eCommerce venture, focusing on the PROCRICKET online store. It begins with the eStore concept, highlighting the unique selling proposition of providing exclusive cricket-related items and customization options. A detailed market analysis follows, examining consumer behavior, market trends, and the impact of Porter's Five Forces on the business. The portfolio then delves into product catalogue development, outlining the range of brands and items offered. Competition analysis assesses the competitive landscape, while rival site analysis investigates competitor strategies. A web marketing strategy is outlined to reach potential customers. The portfolio also considers legislation, site development, financial aspects, hosting services, and business rules. The document includes an infographic model and checklist to guide the portfolio's structure and content. The student supports their new venture development with academic input and primary research related to the eStore concept.

531163375132599007.docx com4070
PORTFOLIO Insert store Logo here
Approx 2 cm high x 5 cmwide
eCommerce Management
PROCRICKET
Submission Details
Name:
Account Id:
Web Store URL:
PFD 02/09/24 p 1

531163375132599007.docx com4070
CONTENTS
New Venture eStore Concept..............................................6
Market Analysis & Modelling..............................................7
Product Catalogue Development.........................................8
Competition Analysis...........................................................9
Rival Site Analysis..............................................................10
Web Marketing Strategy...................................................11
Legislation.........................................................................12
Site Development..............................................................13
FINANCIAL ASPECTS...........................................................14
HOSTING SERVICES............................................................15
BUSINESS RULES & POLICIES..............................................16
Supplemental....................................................................17
PFD 02/09/24 p 2

531163375132599007.docx com4070
INFOGRAPHIC MODEL
Insert a picture of your infographic here
Show how your infographic content relates to your portfolio research and
analysis evidence.
Use a suitable model of your infographic or a picture of the actual infographic
itself to identify what sections of this document support the different elements
of your infographic. You could use hyperlinks
PFD 02/09/24 p 3

531163375132599007.docx com4070
CHECKLIST
The sections below provide suggestions for consideration for your portfolio.
Wherever possible, you should relate your analysis to an appropriate tool,
framework, model or technique. Try to support your new venture development
with some academic input in addition to primary research related to your
eStore concept.
Sections should be no more than 2 sides in length (including diagrams and
schematics) and avoid being verbose. If a section requires more than 2 sides,
consider sub- dividing it into more sections.
Make sure each section indicates how your research and analysis affects your
eStore design.
Finally, include all of the references relevant to each section.
PFD 02/09/24 p 4
EStore Development
You could do this by creating text boxes or highlighting store relevant
actions based on resercah and analysis.

531163375132599007.docx com4070
PORTFOLIO ARTIFACTS
PFD 02/09/24 p 5

531163375132599007.docx com4070
New Venture eStore Concept
The USP of the website is that it provides exclusive items for Cricket players. The Corporate
Livery and Logo for the company has been developed considering the value of the brand
and the sports it is associated with. They all speak of the same values that can be related to
the brand. The customers would get the best prices in the market for the branded products
because of the exclusive deals company has with the suppliers. The replica store offers
branded apparels and accessories that look exactly the same as used by world renowned
Cricket players but would be available at much less prices than the original brand. The store
would also offer customization of products with one’s brand name or logo printed on the
sports item purchased. The customers of the website would be the Cricket fans who would
like to associate with the sports and with the players. The customers would also include the
companies looking for sponsoring the players in their games and are going to get the
clothes, accessories and sports items for them to use with their own logos and names
printed on the products. This would give the company or brand a visibility in the sports
(Issuu Inc., 2017).
References
PFD 02/09/24 p 6

531163375132599007.docx com4070
Market Analysis & Modelling
In the year 2014, 17% of the buyers of sports clothes, footwear and equipments had
purchases done for Cricket as obtained from the Mintel Reports on Sports retail. The
consumer expenditure on sport goods was £3,750 million in 2014. While buying sports goods
from a new retailer, the key considerations included low prices, good website, recommendations
from others, trying option and unavailability of option with other stores (Team, 2016).
As per the Mintel data study on sports purchaser on internet, 62% of the buyers make
purchases for low prices while 27% like to purchase from a good website. Considering these
trends, the company can target up to 89% of the internet sports buyers by building an
engaging website and offering discounted products online.
The key reason behind people buying sports goods are for playing or as patrons of Cricket
sports. Corporate buyers purchase them for the players of the Cricket team that they would
be sponsoring any sports game. They want to make purchases that are authentic, good
quality and are available at best prices. However, most stores offer all kinds of sports goods
and thus, several times when a specific sports like Soccer is chosen, the availability is often a
problem and personalization of the items can take time. With exclusivity of providing soccer
sports goods by PROCRICKET, this pain of the buyers would be relieved (Crompton, 2014).
The benefits that they would receive from the purchases on the website include:
 Low cost items
 Exclusive items
 Availability of replicas of big sports people
 Higher availability and fast delivery
 Availability of exclusive items related to Cricket sports
PFD 02/09/24 p 7

531163375132599007.docx com4070
 Updates on latest items offered at exclusive prices
The sports goods consumer not makes direct online purchases but use omni channel to get
information and triggers that push them into the journey to purchase (Joshi, 2017). The
journey of the customer who would be purchasing cricket sports goods online can be
explained as below:
A buyer first conducts a research on the product he or she wants to buy for which it would
search the soccer items online and would browse the catalogues available on different
websites. A comparison is then made based on the available products and their prices. Once
informed about the product, the customer may like to visit a shoo or use a kiosk or read
reviews on the website before selecting a product for purchase and then an order would be
placed online. After placing the order, the consumer may make some changes in the order
or post on social media platforms like Twitter the experience with the product. In this
journey of the sports goods buyer, the company can get in touch with the buyer in different
ways including through website, through contact centre, via a store, cataloguing, mobile
communication, email to buyers or prospects and social media interaction. Each of these
modes can serve as triggers to push a customer toward the later stages of buying (PAWAR,
2014).
While organization would take care of the customer needs and their communication
patterns, there would be other market forces. These forces can still affect the performance
of the organization in the market as they can also influence the customers and the market
directly or indirectly. Thus, it is important to explore the power of these forces that the
company could be experiencing so that appropriate strategies can be made to deal with
them in the best possible way.
PFD 02/09/24 p 8

531163375132599007.docx com4070
Porter’s five forces theory can be used here to determine the power of buyers, suppliers,
rivals, substitutes, and new entrants.
Buyers: Buyers have many options and can easily switch to another brand or store if the
desired product with desired quality of the sports good is unavailable. In addition, they take
decisions based on the lowest prices offered. As there are already many players selling
sports goods in the market, the buyer would have many options. Thus, they have a strong
bargaining power (Shamir & Johnson, 2014).
Suppliers: As the company has the key value provide to customers through low prices, the
company needs to have strong and healthy relationships with suppliers to be able to make it
possible. Thus, suppliers of the company have a strong bargaining power as their prices
would affect the final prices of goods on the website. The company does not manufacture
any products of its own but is only a reseller and thus, the suppliers have significant bargain
power.
Rivals: There are many existing companies selling sports goods online and thus, completion
is high. However, when considering only a single sport that the company has chosen, the
rivals may not have the high edge in the segment. Thus, it can be said that rival
organizations only have a moderate influence (Shank & Lyberger, 2014).
Substitutes: Substitutes of the sports products are easily available in the flea market that
has replica items. However, the company has include the offers of replica with quality much
better than the flea market goods, the power of substitutes may be diluted to some extent.
However, price conscious buyers may still make a purchase from them. Thus, it can be said
that the company has a medium level of threat from substitutes.
New Entrants: The Company is only a reseller and any new entrant can easily become a
reseller in the market. Building an ecommerce website for selling goods can also be
managed at low costs as the technology is low cost and thus, company can have a significant
threat from new entrants in the space. However, the low price and exclusivity model of the
company cannot be easily replicated by small resellers and thus, the threat from the new
entrants can be considered to be of moderate level (Smith & Stewart, 2014).
References
PFD 02/09/24 p 9

531163375132599007.docx com4070
Product Catalogue Development
The product range includes boots, keepers, replicas, Cricket s, teamwear, equipments,
clothing, fitness products, sneakers, and goods for kids.
Product Range Brands & Items
Bats MRF, Adidas, Chase, SF, Slazenger, Newberry, Puma, Salix, Kookabura,
Hunts County
Balls New Balance
Batting Pads Milichamps, Salix, New Balance, Kookabura,Slazenger, TON, Newberry,
Gunn & Moore, Hunts County, Adidas
Batting Gloves Salix, New Balance, Kookabura,Slazenger, TON, Newberry, Gunn &
Moore, Hunts County, Adidas
Junior Gloves, Playing Wear, Cricket sets, Shoes, Wicket keeping, Body
Protection, Helmets
Clothing Slazenger, New Balance, Kookaburra, ONeils, Adidas, Aero, Nike, Puma,
Accessories Bat Cover, Bat Face, Batting Inns, Stumps, Bat Grips, Bat Mallet, Bat Toe
Protector, Bat Linseed Oil, Sunglasses
Footwear Adidas, Nike, SG, NB, GN, Kook
Images of all the products in defined categories and brands have already been collected.
Some examples of these images are shown below:
Figure 1: Teamwear
PFD 02/09/24 p 10

531163375132599007.docx com4070
Figure 2: Cricket
Figure 3: Cricket Socks
The descriptions of the products would be small with only some details including the brand name,
product name, size, price, and quantity. Besides this, there would also be a small description
highlighting the benefits of the product. For instance, in the case of a Speedgrip socks, the
description would include details like 2X grip and slippage reduction as its benefits.
References
PFD 02/09/24 p 11

531163375132599007.docx com4070
Competition Analysis
Competitiveness can be defined as the performance of a brand or an organization in the
target market. At the company level, competitiveness would require improvements in the
productivity of the company while at the industry level; it would be defined by extent to
which an industrial sector is able to satisfy the demands of consumers and workers. The
industry is already competitive as there are many players selling sports goods and huge
variety is available. IF the organization needs to be competitive then it has to ensure that it
is able to meet the needs of the target customers. As the company is exclusively selling the
goods for soccer players and enthusiasts and have the tie ups with product companies in
each category, the company would have enough goods to satisfy the needs of buyers and
thus, would be sensitive (Jhamb, 2002).
There are already many players selling sports goods in UK such as Cricket Store Online,
Cricket Supplies, and Cricketer shop who would be the major competitors. While
these competitors sell all the cricket sports goods, CRICKETMANIA would create a niche with
selling only branded goods and would also provide personalization (Ebin, 2015). The
websites of these three competitors were analysed using freeform approach to analysis.
References
PFD 02/09/24 p 12