E-Commerce Strategy: Marks and Spencer Designs and Implementations

This report provides a comprehensive analysis of e-commerce strategies, focusing on the case of Marks and Spencer. It delves into the design and implementation of e-commerce solutions, covering essential aspects such as defining sales cycles, optimizing the checkout process, and ensuring proper product descriptions. The report explores various e-commerce solutions, including website builders, testing tools, and payment methods. It also examines the factors and resources crucial for successful e-commerce ventures, alongside different payment system types. Furthermore, the report appraises the design and functionality of an e-commerce solution, detailing the implementation process, from planning and technology selection to customer acquisition and engagement. A SWOT analysis is conducted to evaluate the e-commerce implementation's success, concluding with a summary of the findings and their implications for Marks and Spencer's online presence and revenue generation. This report is contributed by a student and is available on Desklib, a platform offering AI-based study tools for students.

E Commerce & Strategy
designs and implementations
Assignment 2 of 2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P3: E-commerce strategies...........................................................................................................1
P4: E-commerce solution.............................................................................................................3
M3: Analysis of factors and resources.........................................................................................5
M4: Types of payment systems...................................................................................................5
D3: Appraising the design and functionality of an e-commerce solution...................................5
TASK 4............................................................................................................................................6
P5: Implementation of e-commerce solution...............................................................................6
M5: SWOT analysis.....................................................................................................................7
D4: Evaluation of success of e-commerce implementation.........................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
E-Commerce signifies purchasing and marketing a product online which makes sure that
business organisation is capable to make sales online & can create its income level in an
appropriate manner. It is determined as a proper strategy for business organisation to determine
that they are capable to make sure that they focus is on achieving goal as well as objective in
timely manner. By making appropriate use, the organisation is capable to accomplish higher rate
of growth and profit margin in an appropriate manner. This assignment is depending upon
company named as Marks and Spencer. It is a well-known organisation which provides superior
quality products and services to its user in order to satisfy them. In this report they, provide a
detailed discussion regarding how to design E-Commerce strategy. In addition to this, they also
focus on implementing E-Commerce strategy that is considered as a part of project (Fan, 2019)
(Festa, Cuomo and Metallo, 2019).
TASK 3
P3: E-commerce strategies
E-Commerce tactics are adopted by business organisation so that they are capable to make
sure to increases their revenue in an appropriate manner and also increase profit level in future
period of time. There are different kinds of strategy that is going to be mentioned below:
Defining sales cycle it is important for organisation to consider sale cycle when business
organisation is capable to consider sales cycle that focuses on making sure that strategy which is
adopted in marketing are used or adopted for E-Commerce in an appropriate manner. In context
of Marks and Spencer, the focus is on taking important decisions in order to consider sales cycle
so that there are various kinds of e-commerce strategy which is implemented in an appropriate
manner.
Checkout process the organisation are needed to make sure that process related to adopt
check out process and their focus is on adopting website which is effective and offer seamless
experience regarding process to its user. For this process, the organisation is needed to assess
requirement and ensure that process related to checkout is useful for various user. In reference of
Marks and Spencer, the need is helpful for user by generating integrated experience for its user.
The focus is on having a good experience in order to capable to make purchase and sell that help
in increasing profit margin in future period of time.
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Easy check out The process of check out of company in website must be easy. This is
significant for user to be capable to have a superior experience during the particular phase of
time period. The manager of Marks and Spencer focuses on process related to check out that help
in attracting large number of user and increases profit in future period of time.
Right product description They provide description of product and services of business
organisation with proper description in order to provide needed information to its user in right
manner. In reference of Marks and Spencer, it is significant to adopt appropriate description
related to product that help in increasing revenue in future period of time. The focus is on
increasing awareness regarding product and different features that is provided by them. The cost
of product will also be available to its customer according to their needs and wants during
particular phase of time period (Hua, 2016).
Display of shipping cost herein, the organisation focuses on executing specific strategy
that is useful in make sure that cost of shipping are assessed. Thus, the Marks and Spencer
focuses on making sure that cost of shipping of different product are displayed that is useful in
satisfying its user.
Displaying forms of payment accepted the business are needed to make sure that the
focus is on display different kind of payment which is accepted that is considered as a part of e-
commerce strategy. In reference of Marks and Spencer, it is significant form of payment that is
accepted during particular phase of time period. Therefore, it is helpful for customer to get more
information regarding payment that can be adopted in an appropriate manner.
Updating websites the organisation needed to make ensure that they put updating website
that is considered as a part or parcel of e-commerce strategy. In reference of Marks and Spencer,
it is significant that website must be updated regularly in order to attract large number of users
during particular phase of time period.
P4: E-commerce solution
The specific need that is provided with Marks and Spencer is to right description related to
product. This is determined as a strategy in which organisation focuses on offering a proper
discussion regarding goods and services that is provided in order to make sure that help in
achieving goals as well as objective without facing any kind of problem. Therefore, the Marks
and Spencer focuses on adopting effective E-Commerce solution in order to accomplish goal as
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well as objective in timely manner. The benefit related to E-commerce solution which is going to
be mentioned below:
Using website builder there are different kind of E-commerce options that are available
for organisations that help in achieving goals as well as objective in timely manner. The manager
of Marks and Spencer focuses on making appropriate use of e-commerce platform that help in
grabbing opportunities related to innovative goods and services that help in making sure that
goods and services have right description and user are attracted that help in increasing revenue in
future period of time.
Testing of tool using website as well as correct E-Commerce platform is chosen for
organisation to test tool is important for company. Therefore, the chosen organisation focuses on
different kind of tool which is tested in order to make sure that the organisation is capable to
target user and that increases revenue in future period of time. It is helpful in making sure that
testing tool related to correct product display that help in achieving goals as well as objective in
timely manner.
Buying the right plan it is needed that right plan is adopted so that E-Commerce tactics is
successful. In reference of Marks and Spencer, the chosen organisation is important to make
appropriate plan in order to provide products and services to its customers for satisfy them.
Registering for a domain name the organisation can focus is on a specific domain name
that is adopted in exclusive manner. The chosen organisation focuses on registered domain name
in order to provide unique identity to its customer that help in attracting large number of user
during particular phase of time period.
Picking a website template the organisation can ensure that website template is adopted
in order to frame a website. In reference of chosen organisation, it is important to make
appropriate template of websites in order to satisfy need and want of its user during particular
phase of time period (Kremez, Frazer and Thaichon, 2019).
Customization of templates the template that is framed by business organisation must be
customised. The management team of organisation focuses on making ensure that it must add
important details as per strategy that help in attracting large number of user.
Adding of product the goods must be added once template that can customise as well as
finalized by organisation. In reference of chosen organisation, it is important to assess product
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that it need to sell E-commerce website and add them on website. There are different categories
of products that are provided to its customer in order to satisfy them.
Payment methods once product is added the payment method is identified. In context of
Marks and Spencer, the need is to assess payment method in order to provide by business
organisation to its user. There are different kinds of payment methods such as debit card, net
banking that is adopted by user in order to make appropriate payment easily.
Shipping setting the need for organisation is to assess method they will use method for
shipping goods to its user. The shipping process must be transparent and user focuses on
increasing knowledge regarding shipping which are charged for receiving goods. Therefore, it is
necessary for organisation to design effective e-commerce solution in order to provide desired
goods to its user in appropriate manner (Qin, Liu and Tian, 2020).
Setting for store the online platform focuses on making ensure that customer must have
experience that help in making sure to take a positive way. In context of chosen organisation,
they focus on setting store that helps in achieving goals in timely manner.
Testing the developed online platform must be tested in an appropriate manner by
organisation in order to launch it. The Marks and Spencer focuses on making ensure that it is a
necessary to test online platform that must be improved and launched. The organisation focuses
on test platform and finds issues as well as problem in order to solve it in an appropriate manner
and launching platform before user.
M3: Analysis of factors and resources
Factors such as size of business organisation, type of company, the base of customer
product as well as services that must be determined. In addition to this, they also use a physical,
human, intellectual as well as financial resource that must be made by business organisation in
order to generate appropriate strategy. In context of Marks and Spencer, it needed to ensure that
it is considered that it is necessary to implement E-Commerce strategy that help in achieving
goal and objective in time manner.
M4: Types of payment systems
The different type of payment system are important for success and growth of e-commerce
in which various kind of payment systems such as debit card, credit card as well as net banking
are significant that is considered by management team of Marks and Spencer that is capable to
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make payment in an appropriate manner in order to attract large number of user and make whole
process easier and organisation focuses on achieving objectives in timely manner.
D3: Appraising the design and functionality of an e-commerce solution
E-Commerce platform has been improved by organisation in order to integrate it to its
customer in order to satisfy them. In addition to this, the management team of chosen
organisation, they focus on making ensure that taking right design for website that help in
attracting large number customers during particular phase of time period and it also helps in
increasing revenue during the period of time.
TASK 4
P5: Implementation of e-commerce solution
After generating e-commerce solution, it is needed for organisation to make ensure that
appropriate or proper strategy help in making it implementation process. Therefore, the
execution of e-commerce solution of Marks and Spencer is going to be mentioned below:
Proper planning it is important for organisation to make ensure that they generate proper
or appropriate planning in order to execute E-Commerce strategy. The organisation focuses on
frame plans for implementing e-commerce website in successful manner in order to attract large
number of users during particular phase of time period.
Technological selection for executing e-commerce solution, it is significant for
organisation to select appropriate technology. It is also helpful in adopting website in order to
launch it in appropriate manner in future period of time (Susanty Handoko and Puspitasari,
2020).
Customer acquisition it is important to acquire users so that company is suitable to
increase profit level in future period of time. In context of Marks and Spencer, it is significant for
customers to have an e-commerce platform that help in increasing use of promotional strategy
for its user.
Customer engagement The organisations are important that user increase engagement
correctly in order to gain benefits and increase revenue in future period of time. After designing
and implementing e-commerce strategy, it emphasised on purchase goods online in order to
make a strategy.
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Optimization: The organisation required to optimise platform that has been improved in
order to make sure that it provides services to its user in proper manner. The Marks and Spencer
required to make ensure that it uses a platform that must be improved in order to implementing
ecommerce platform is successful manner. It increases sales as well as profit margin in future
period of time.
Business analysis and customer insight the organisation needed to assess business in
proper manner and obtain customer insight in order to take appropriate decisions related to e-
commerce solution. In addition to this, the company focuses on taking idea regarding business
that helps in satisfying its customer in future period of time. They focus on increasing knowledge
regarding products as well as services that is provided to the user.
M5: SWOT analysis
SWOT analysis of e-commerce
Strengths Weaknesses
 Availability of e-commerce: website is
available to its user into 24*7 that
provides allowance in make sure that
they can buy their goods online.
 Global access: ecommerce platform
offer global access to its users that help
in buying global products to its
consumer.
 Customer mindset The consumer is
not in favour of buying goods from
online website
 The cost of improving E-Commerce
website is that enhance expenses for
organisation in improving it (Janjevic,
Winkenbach and Merchán, 2019).
Opportunities Threats
 Market research E-Commerce website
makes effective market research that
attract large number of user and
increases sales in future period.
 Technological advancement E-
commerce website provide a benefit to
advanced technology that help in
 Competition- The competition that
prevailed at marketplace is high that
impose direct impact on company.
 Digital frauds- The digital frauds that
can continuously happen when the user
adopt e-commerce platforms that
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making sure that it target large number
of user.
impose negative effect on company.
D4: Evaluation of success of e-commerce implementation
The E-Commerce tactics has been implemented by organisation in order to achieve success
in proper manner. It has been making sure that management team of company are capable to
assess success of strategy for the organisation and they required to assess the method that help in
satisfying need and want of its customer. The specific needs of user make appropriate plan that
help in achieving goal as well as objective in timely manner (Tang and Li, 2020).
CONCLUSION
On the basis above given report, it is assess that e-commerce signifies purchasing and
marketing a product online which makes sure that business organisation is capable to make sales
online & can create its income level in an appropriate manner. It is determined as a proper
strategy for business organisation to determine that they are capable to make sure that they focus
is on achieving goal as well as objective in timely manner. In this report they, provide a detailed
discussion regarding how to design E-Commerce strategy. In addition to this, they also focus on
implementing E-Commerce strategy that is considered as a part of project.
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REFERENCES
Books and Journals:
Fan, Q., 2019. An Exploratory Study of Cross Border E-commerce (CBEC) in China:
Opportunities and Challenges for Small to Medium Size Enterprises
(SMEs). International Journal of E-Entrepreneurship and Innovation (IJEEI), 9(1),
pp.23-29.
Festa, G., Cuomo, M.T. and Metallo, G., 2019. The service-dominant logic perspective for
enhancing the e-commerce of wine-A test/application on the Italian wine sector. Journal
of Business Research, 101, pp.477-484.
Hua, N., 2016. E-commerce performance in hospitality and tourism. International Journal of
Contemporary Hospitality Management.
Janjevic, M., Winkenbach, M. and Merchán, D., 2019. Integrating collection-and-delivery points
in the strategic design of urban last-mile e-commerce distribution
networks. Transportation Research Part E: Logistics and Transportation Review, 131,
pp.37-67.
Kremez, Z., Frazer, L. and Thaichon, P., 2019. The effects of e-commerce on franchising:
Practical implications and models. Australasian Marketing Journal (AMJ), 27(3),
pp.158-168.
Qin, X., Liu, Z. and Tian, L., 2020. The optimal combination between selling mode and logistics
service strategy in an e-commerce market. European Journal of Operational
Research, 289(2), pp.639-651.
Susanty, A., Handoko, A. and Puspitasari, N.B., 2020. Push-pull-mooring framework for e-
commerce adoption in small and medium enterprises. Journal of Enterprise Information
Management.
Tang, Q. and Li, Z., 2020, November. Social E-Commerce and Marketing Strategy Based on
Data Analysis. In International Conference on Machine Learning and Big Data
Analytics for IoT Security and Privacy (pp. 536-541). Springer, Cham.
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