Digital Business Management: Tommy Hilfiger's Online Strategies

This report provides a comprehensive analysis of Tommy Hilfiger's digital business strategies, including its e-business model, competitive and digital strategies, customer traffic data, e-CRM, social network channels, and cyber security measures. The report identifies the company's use of the Digital Wholesale Facility Model and its investment in digital showrooms. It also discusses the brand's aggressive marketing strategy and use of social media for promotion. Recommendations are made for improving digital strategies, such as offering lower-priced goods and expanding the product range. The report further examines customer traffic data and suggests improvements to the website. It identifies the company's e-CRM and social network channels and provides recommendations for further improvement. Finally, the report identifies the cyber security measures the company website has in place and discusses e-business ethics, providing recommendations for ensuring data privacy and confidentiality. Desklib provides access to similar solved assignments for students.

Digital Business Management and
Emerging Technologies Digital report

Table of Contents
 INTRODUCTION 3
 MAIN BODY 3
 1. Identifying in E- business model that the website peruses. Considering E — business concepts and approaches on specific
strengths and weaknesses of the website 3
 2. Competitive strategies and digital strategies used by the Tommy Hilfiger and recommendations for the improvement 3
 3. Recommendations for improving the digital strategies of the Tommy Hilfiger 4
 4. Discussing customer traffic data by providing the recommendations for improvement with clear justification 5
 5. Identifying company's e — CRM and social network channels linked with website and provide recommendations for further
improvement 5
 6. Identifying the cyber security measures the company website has and discussing the e — business ethics with recommendations
6
 CONCLUSION 7
 REFERENCES 1

INTRODUCTION
Digital business refers to the process that is involved in applying the
technology in the business for providing the services and goods of the business in the
improved manner according to the demand of the customers.
The current presentation will be based on the Tommy Hilfiger, that is
providing designer brands at the global level to its customers.

MAIN BODY
1. Identifying in E- business model that the website peruses. Considering E — business concepts and
approaches on specific strengths and weaknesses of the website
The Tommy Hilfiger follows the E — business model which is denoted as Digital
Wholesale Facility Model which is the model which means selling to the competitors. The company has invested
heavily in technology and data and is comprising the aspects as to how the growth and development of company is
being done at large scale. The company has been fine-tuning with the See Now, Buy Now model which has increased
its investment in the digital showroom in just one year. This helps in addressing the aspects as how the company is
growing and establishing its E — Business in the market at large scale.

2. Competitive strategies and digital strategies used by the Tommy Hilfiger and recommendations for
the improvement
The brand uses aggressive marketing strategy for increasing its brand value of the
company. It has used the strategy of promoting and advertising its product in the global market. It has collaborated
with many celebrities and adopted partnership with the various brands to provide the services that are not provided
by its competitors. For reaching the target customer of the competitive market. The company has used various digital
strategies that is social media trends, it uses Instagram for the promotion of its products on the social media. The
company has now started providing image recognition technology that has helped the customers to take the photos of
the item that are available in the stores.

3. Recommendations for improving the digital strategies of the Tommy Hilfiger
 Digital strategy used by the Tommy Hilfiger is social media marketing and it has created its website for the
customers to buy the products directly from its website. The company is promoting its products on all the social
media apps such as Facebook, Instagram and Snapchat.
 It is recommended that as the company is selling only premium goods to its consumers, so it is not
for the small income group. The Tommy Hilfiger should start providing goods of lower range.
 It is recommended that as company is dealing in only designer outfits, so it should start providing the
other scale of the products as well. As to fulfil the demand of the customers, so they do not shift to
other brands.

4. Discussing customer traffic data by providing the recommendations for improvement with clear
justification
The customer traffic data for Tommy Hilfiger denotes that how much the visitors are
visiting the website and are capturing the interest of users at large scale. The traffic of Tommy at website has
decreased by 19.60% as compared to last month. There were total visits which were 10 million and the last month
change was being done to 19.60%. Along with this the website has the average visiting duration which is 3 hours
nearly. There are certain recommendations which should be addressed at large scale for the improvement of how the
website is being addressed and this helps in creating value for how the new ways of operating the website can be
done.

5. Identifying company's e — CRM and social network channels linked with website and provide
recommendations for further improvement
E — CRM of Tommy Hilfiger is defined as Electronic Customer Relationship Management
which includes integration of the channels of web for the goal of driving channels which are related to sales,
customers service, marketing initiatives etc. There are certain social network channels which are linked with website,
and they help in promoting and advertising the business of Tommy Hilfiger at large scale. The social media channels
are — Facebook, Instagram, Twitter, Pinterest etc. These social media platform helps in knowing the tastes and
preferences of customers at large scale. The market needs and requirements of the customers are also fulfilled by
analysing the customers needs and wants towards the products and services. The social media channels which are
linked with website helps in knowing that how the changes are being done at large scale.

6. Identifying the cyber security measures the company website has and discussing the e — business
ethics with recommendations
There are certain measures of cyber security which helps in knowing that how the company
website is to be taken care of. There are certain cyber security measures which helps in addressing the aspects of
growth and development by analysing the cyber security measures the company has adopted. The Tommy Hilfiger
adopts the cyber security measures which helps in securing the data and maintains the privacy for the business
information which has been undertaken at large scale. The company has created its website by locking the
information and data in appropriate manner and this helps in knowing how to maintain the confidentiality. There are
certain e — business ethics which Tommy Hilfiger should follow.

CONCLUSION
The presentation discusses that Tommy Hilfiger is using the M-commerce technology as it
is promoting its products and advertising its products through mobile app. It is using social media and celebrities
prestige to increase and attract the customers. It is using various digital technologies and platforms for expanding its
business in the international market.

REFERENCES
Books and journals
 Agrawal, S.R., 2021. Adoption of WhatsApp for strengthening internal CRM through social network
analysis. Journal of Relationship Marketing. 20(4). pp.261-281.
 Ashtiani, B., 2020. Electronic loyalty and recommendatory electronic advertisements in news pages and
channels of social networks. Journal of Management and Accounting Studies. 8(3).
 Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical
Review of Digital Marketing. International Journal of Management, IT & Engineering. 8(10). pp.321-339.
 Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
 Hoekstra, C., 2021. Digital fashion for sustainable change: A strategy for digital fashion at Tommy Hilfiger.