E-commerce and IT Infrastructure: A Report on Kagon.com's Strategy

This report provides a detailed analysis of Kagon.com's e-commerce strategy, emphasizing its use of IT infrastructure and digital marketing to enhance its global presence. It explores the benefits and drawbacks of technology adoption in business, including its impact on management, profitability, and brand reputation. The report delves into various aspects of e-commerce, such as business models (B2B, B2C), the importance of data centricity, and the role of outsourcing. It also covers key strategies like long-tail business models and the significance of digital marketing platforms. Furthermore, it examines the competitive landscape of the retail, hospitality, and aviation industries, using examples like Tesco, Thomas Cook, and Emirates to illustrate the impact of IT and e-commerce on business performance. The conclusion highlights the crucial role of technology integration for companies like Kagon.com to achieve sustainable growth and competitive advantage.

Karma Group

TABLE OF CONTENT
INTRODUCTION.................................................................................................................................2
MAIN BODY........................................................................................................................................2
CONCLUSION.....................................................................................................................................7
REFRENCES........................................................................................................................................8
INTRODUCTION
Ecommerce companies in today’s dynamic business world and high space of
competitive environment among brands are highly using online platforms, digital media

services and relative IT infrastructure to gain strong position. Kagon.com is one of the most
highly used ecommerce company used by people in Australia who is enhancing its global
position with vital use of IT infrastructure and digital marketing platforms where varied
segments of customers can be reached. Report explains various parameters of benefits and
disadvantages through IT and online platforms use in business, which impacts their working
abilities within management and also profitability arenas and goodwill attainment.
MAIN BODY
Ecommerce companies worldwide have been lately upgrading their use of technology
in their businesses to reach high end global goodwill by delivering high quality services to
customers and bringing large profitability in business operations. Online business highly
brings customers close to company websites where they can shop easily from portfolio of
innovative products and services through which they can render strong goodwill. Technology
assists sales and is solutions in companies through which product selling is facilitated on
various aspects where brands can gather efficient sales structure and functional supply chains
which will determine futures relative promotion and customer’s attentive handling services.
Kagon.com is one of the most preferred e-commerce company offering electronics,
consumers appliances, fitness and fashionable tools through which it is vitally used by
people. Kagon.com company has been focusing to inbuilt technology in business framework
where strategies to bring customers close to company websites through online advertising is
the main inbuilt business expansion strategy. IS solutions and innovatively using technology
in all fundamental business decisions evolve overall company business functions as digital
marketing plays an effective role in reaching large customers worldwide. Kagon.com has
been foremost using internet platforms and website networking systems to facilitate
customers a strong innovative shopping experience where they can directly use online
services of delivery and ordering products.
Literature Review:
As per the views of Bommannavar, Krishnan and Shahedha,(2019) e-commerce have
various types of business types such as Business to consumer (B2C), Consumer to consumer
(C2C) , business to government which highly differ from B2B ecommerce platform which is
strongly innovative and brings businesses close to each other. It can be understood as
commercial transaction with business to business companies in an industry where technology

plays high active role to serve customers effectively. The company partnership enable
providing raw materials to other company that will further aid in producing output, marketing
and promotional functions which plays an active role to serve business scenario goals. B2B
improves ecommerce sales , lowers costs on various levels and gets customer feedback on
quick basis which enables data centricity and ERP integrated sale structure through which
overall efficiency is evolved for long term. Author explains B2B e-commerce has been highly
appreciated by customers who are getting strong and high quality shopping experiences and
market is innovatively developed on various perspectives. Data centricity is another vital
benefit through B2B business where all business functions and resources are programmed
under one constructive focal arena which facilitates users and business managers to keenly
upgrade their business functions.
As noted by the views of Chaffey and Ellis-Chadwick, (2019) ecommerce companies with
IT infrastructure can facilitate centre operations as various potential advantages of strong record of
management functions, financial operations and gathering detailed insights on customers
preferences have helped company gain strong place in dynamic business world. Ecommerce
companies with IT infrastructure has facilitated strong supply chain of all products and
services among users and innovatively developed the business parameters on which they
deliver their business goals. Author explains ecommerce companies have brought various
innovation and creative diversity among consumers who are potential shoppers , who look
forward to have highly effective business service. Infrastructure of IT has played strong role
to bring customers close to each other with Ecommerce companies where the relative synergy
of keenly broadening horizon is highly beneficial and has brought enhanced effective
business models. Another author Kingsnorth,(2019) has however presented views against this
by enabling us to analyze various risks associated with implementation of IT in infrastructure.
Data theft and high capital investment of establishment of infrastructure in IT are some
potential risks which bring an important highlight for Ecommerce companies. The safety of
data in business operations have been found to be highly risky for bringing cooperation and
success in IT companies as various companies give high competitive structure on which the
various business perspectives needs to be understood.
As per the views of Mäki and Toivola,(2019) long tail business strategy enables
companies to reach high profits by selling low volumes of unique items to many customers,
instead of selling large volumes to reduced number of more popular items. Long tail effort
theory in practise can be understood as an innovative profitability strategy as company

enables more targeted search where customers who are looking for some particular products
can directly reach company benefits. There is high profitability and attainment of goodwill as
competition is highly reduced on various scenarios which enable to constructively form data
on various parameters through which further productivity is also enhanced. Long tail strategy
is highly beneficial for companies who have innovative productive business models and are
strongly creative in business functioning and in delivering customer satisfaction services.
Another author Mononen,Iiskola and Sassi,(2019) explains long tail strategy evolves
company productivity to deliver shopping experiences to customers who look for unique
products with supreme quality standards. Ecommerce companies globally are coming up with
long tail business strategy to enable monopoly of various products to serve customers
effectively and bring long term goodwill on various fundamental arenas.
Outsourcing can be understood as the method of business expansion and construction
of strategic planning for enhancing the overall productivity through various margins by hiring
another company to be responsible for any particular business activity. It sometime involves
transferring employees and assets from one company to another which regains strength on
various fundamental arenas. Pros and Cons of outsourcing in context of Kagon.com can be
evaluated on various points which enable us to analyze various parameters of the effects of
outsourcing on company model. Outsourcing is highly effective in building diversity and
creativity along with expansion of business services to various horizons on which company
can produce new productive portfolio of products. Pros of outsourcing are structured on the
basis that customers look up for more fundamental technology usage among companies
business framework which also facilitate us an important measure to outsource. Cons of
outsourcing are many times the investment of outsourcing is huge and fundamentally
Kagon.com being less capital funded company has less potentiality to invest in major sources
of technology and recruit new workforce through outsourcing (Pearce and Pinto,2019).
Outsourcing explains hiring people from out of country where expertise works more
fundamentally; hiring new talented skilled people often involves high cost investment for
companies where Kagon.com has to emphasis for bringing large changes within workforce
culture. Offshore outsourcing often generates strong fundamental leverage on various
grounds as skilled employees are a high strength for company to generate future profits on
various productive enhanced marketing.
As per the views of Shen, Chen and Wang,(2019) author explains for setting up new
business and launching company with innovative business standards, and functional

efficiency online digital marketing platforms and ecommerce strategies works as an evocative
business plan. Author explains advantages of ecommerce and using IT structure in company
are high and strong where company can reach large extended customers worldwide, globally
market out products and services and also productively develop portfolio of products with
varied services. IT infrastructure makes the products creatively available to customers
worldwide and facilitates to formulate competitive edge benchmarks. However another
author Zhu and Gao, (2019) explains contrast view on various topics and disadvantages of
internet which are the setting up of IT infrastructure is costly investment along with there is
high risk for data theft which is an increasing marketing risk. Ecommerce companies face
huge competition among all new brands and companies emerging in dynamic business world
to gain customer demand strength with high potentiality. Author explains there is potential
disadvantage as well as advantages of e commerce and technology usage which explains the
relative explanation which enables us to analyze that strategic planning is foremost required
for effective utilization of all resources.
As per the views of Radcliffe, (2019)traditional physical store lacks the use of digital
marketing platforms for promotional services, products innovative supply among consumers
and varied services are not up to benchmark. Author explains physical stores lack the abilities
to position themselves in high competitive business era where new brands and companies are
highly coming up with new products. The technology works as an important tool with IS
solutions being majorly used on varied purposes to reach high end global trading ecommerce
benchmarks.
Globally industries are highly evolving in various arena where companies are
changing rapidly on their product portfolios, customer satisfaction services and with high IT
marketing infrastructure. Retail industry where customers preferences of innovative products
impact company business strategies to use ecommerce functioning channels , Tesco company
is one of the best brand where the management uses technology in all its business networking
channels to reach global customers and serve effectively with strong positive impact on its
goodwill. Innovative application of IT has simplified all procedures of marketing, promotion
and production of Tesco to gain strength on various arenas among global retail industry.
Another example of hospitality sector industry can be taken which is one of the foremost
developing and continuously evolving along with IT infrastructure use, tourism has become
another competitive industry with digital marketing parameters (Dawson, I., 2019). Thomas
cook which is one of the most well known company worldwide, with high class quality

services of marketing and promotion vitally uses IT infrastructure in all its functions.
Competitive advantage is attained when companies are using infrastructure highly in all its
services and bringing more innovation in all products and marketing functions. Another
industry is aviation industry where global companies are vitally using IT infrastructure in all
functions where customers look forward to innovative services and fast customer satisfaction
models. Emirates company is fundamental example of strong supervision and utilization of
technology along with innovation in aviation industry where customers have strong goodwill
from the brand. These companies performance are highly differentiated from companies who
are not using digital marketing and IT in strategic role planning which enables to analyze
various paradigms through which they are lacking behind among customers satisfaction level.
Aldi company reports in comparison to Tesco in the retail industry is very less effective due
to negligible focus towards IT usage and less innovation due to less use of digital platforms.
In Aviation industry example of Ryanair airlines company can be taken in contrast with
Emirates to analyze how information technology, IT infrastructure and keen utilization of
latest innovative technologies have helped companies to reach global set benchmarks.
Author ------ explains digital marketing platforms and marketing through new
technology frameworks highly help companies in dynamic business arena to facilitate overall
development, goodwill enhancement and fundamental development. Kagon.com for bringing
technology use and IT infrastructure in overall development have to potentially enhance
capital funds investment and also fundamentally look forwards to outsource new skilled
workforce and management structure who are talented as well as dynamically skilled to
potentially reach targeted benchmarks within time. Digital marketing works as an important
determinant to leverage overall productivity targets and gather goodwill on various horizons
which also functionally develop the profitability margins (Mirza, 2019).
CONCLUSION
This report can be concluded with detailed analysis of the parameters and working
horizons within digital marketing in company and the various large benefits companies can
potentially reach. Report can be concluded with explanation that many companies globally
are integrating use of technology, IT infrastructure and recognising the wide opportunities of
using them for high quality marketing. Ecommerce company Kagon.com are using and
including the use of IT to provide online platforms to customers worldwide and reach global
benchmarks of profitability and goodwill. Report concludes various risks of data theft, high

capital funds investment on bringing technology within framework, however various
companies globally in diverse industries around world are using IT and digital marketing
platforms to reach high end customers through marketing (Garín-Muñoz, López and
Valarezo, 2019).
REFRENCES
Books and Journals
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Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Dawson, I., 2019. Ten Applications of Artificial Intelligence in Ecommerce Marketing.
Garín-Muñoz, T., López, R., and Valarezo, A., 2019. Models for individual adoption of
eCommerce, eBanking and eGovernment in Spain. Telecommunications
policy. 43(1). pp.100-111.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Mäki, M. and Toivola, T., 2019. GLOBAL ECOMMERCE DEVELOPMENT–JOINING
THE RESOURCES OF UNIVERSITIES AND ENTERPRISES FOR NEW
MARKETS. In INTED2019 Proceedings (pp. 3630-3636). IATED.
Mirza, M.S., 2019. Exceed eCommerce customer expectations-part three. HR
Future, 2019(Oct 2019), pp.27-29.
Mononen, A., Iiskola, M.,. and Sassi, S., 2019. Digital marketing plan for small and medium
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Pearce, P. and Pinto, D., 2019. GST implications of ecommerce and goods warehousing. The
Tax Specialist. 22(3). pp.159-163.
Radcliffe, D., 2019. The Publisher Guide to eCommerce.
Shen, C. W., Chen, M. and Wang, C. C., 2019. Analyzing the trend of O2O commerce by
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Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
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