(Mt) – SEU E-commerce Project Worksheet

SOLUTION AT Academic Writers Bay

College of Administrative and Financial Sciences ECOM101 – E-commerce E-commerce Project (Part A) Second Semester 2021-2022 Submission: Saturday 12 Mar. 2022 = 15 Marks Requirement: In this project, you are required to evaluate one of the websites below based on what you learn from this course and your perspective. The evaluation will cover the different aspects of ECommerce such as business idea, website design, marketing, security … etc. You will need to analyze the business and provide suggestions to improve the current business situation. Current e-commerce businesses: (choose one) 1. https://alsaifgallery.com/SA_ar/ 2. https://www.xcite.com.sa/ar 3. https://mikyajy.com/ksa_ar/ 4. https://www.extra.com/ar-sa/login 5. https://saudi.mumzworld.com/sa-ar/ 6. https://wadi-store.com/ 7. https://ar-sa.namshi.com/ 8. https://www.faces.com/sa-ar 9. https://www.goldenscent.com/ 10. https://niceonesa.com/ar/ 11. https://www.jarir.com/ 12. https://www.sivvi.com/saudi-en/ 13. https://saudi.ounass.com/ 14. https://www.orangebedbath.com/ 15. https://shop.arabianoud.com/ The following questions require critical thinking to be answered successfully. The answers to these questions will drive the ways of improvement of the current e-commerce business. 1. Know the business 7 marks What is the business? (your choice) What is the idea? (the visioning process) • Introduce the e-commerce business you have chosen. o Provide an overview of the business idea • Product and type of services. o What are the different types of products? Explain o What kinds of services does the online store provide? [ customer service, exchange and return, delivery, and payment options] Explain • Business statement. • Business vision. • Business objective. Where is the money? o What is the company’s business model? o What is the revenue model? Give a general idea of how the business generates revenues Who and where is the target audience? Explain demographics, lifestyle, consumption patterns, etc. Characterize the marketplace. o Size, growth, demographics, structure, competition o Research the market and give an idea about each point Describe the content of the business website Conduct a SWOT analysis for the business (Explain each point) o At least three points for each. Develop an e-commerce presence map. o (For example: website, email … etc.) o What activities does the company use these platforms for? (E.g., marketing, customer service, news…etc.) 2. Explain the design of the system 4 marks Explain in detail the design of the system (business objectives, system functionality, information provided) Business Objective System Functionality Information provided Ex: Display goods Digital Catalog Dynamic text and graphics catalog • What can be improved or added into the system design? 3. Explain the current business e-commerce features 2 mark ➢ What are the current website features? What types of these features can be annoying to customers? Provide pictures. • What can you do to improve the current features on the website? 4. Explain the business e-commerce process 2 marks Explain in detail all the steps from the time user enters the website until the final user buys a product. • What can be improved in the process? Guidelines for the assignment: The answer sheet must include the following: • Cover page • Questions • Answers Make sure to include the cover page with all information required. TWO mark will be deducted if there is no cover page This is a group project (4-5 students), which is part of your course score. It requires effort, research, and critical thinking. You are required to choose one current business from the list. Each website can be chosen by one group only. Use font Times New Roman, 12 font size Use 1.5 line spacing with adjust to all paragraphs (alignment). Use the footer function to insert page number. Ensure that you follow the APA style in your project and references. The minimum number of required references is 5 references using APA style. Your whole project report length should be between 1250 to 1600 words. You must check the spelling and grammar mistakes before submitting the assignment. Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements paper style, free of spelling and grammar mistakes, referencing and word count. Your file should be saved as Word Doc. Follow this pattern to name the file: Your name_CRN_ECOM101_ Project_A.docx E-Commerce 2018: Business. Technology. Society Fourteenth Edition Chapter 3 Building an E-Commerce Presence Copyright © 2019 Pearson Education, Ltd. Learning Objectives 3.1 Understand the questions you must ask and answer, and the steps you should take, in developing an e-commerce presence. 3.2 Explain the process that should be followed in building an ecommerce presence. 3.3 Identify and understand the major considerations involved in choosing web server and e-commerce merchant server software. 3.4 Understand the issues involved in choosing the most appropriate hardware for an e-commerce site. 3.5 Identify additional tools that can improve website performance. 3.6 Understand the important considerations involved in developing a mobile website and building mobile applications. Copyright © 2019 Pearson Education, Ltd. The Financial Times: A Remodel for 21st Century Publishing Profitability • Class Discussion – What were the Financial Times’ objectives in redesigning its e-commerce presence? – What considerations, if any, unique to the newspaper business were involved? – What did the Financial Times do to meet the needs of mobile device users? Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (1 of 3) • What’s the idea? The vision includes: – Mission statement – Target audience – Intended market space – Strategic analysis – Marketing matrix – Development timeline – Preliminary budget Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (2 of 3) • Where’s the money? – Business model(s) – Revenue model(s) • Who and where is the target audience? – Demographics, lifestyle, consumption patterns, etc. • What is the ballpark? Characterize the marketplace – Size, growth, demographics, structure Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (3 of 3) • Where’s the content coming from? • Know yourself—SWOT analysis • Develop an e-commerce presence map • Develop a timeline: Milestones • How much will this cost? – Simple website: up to $5000 – Small startup: $25,000 to $50,000 – Large corporate website: $100,000+ to millions Copyright © 2019 Pearson Education, Ltd. Figure 3.1 SWOT Analysis Copyright © 2019 Pearson Education, Ltd. Figure 3.2 E-Commerce Presence Map Copyright © 2019 Pearson Education, Ltd. Building an E-Commerce Site: A Systematic Approach • Most important management challenges: 1. Developing a clear understanding of business objectives 2. Knowing how to choose the right technology to achieve those objectives • Main factors to consider – Management – Hardware architecture – Software – Design – Telecommunications – Human resources Copyright © 2019 Pearson Education, Ltd. Planning: The Systems Development Life Cycle • Methodology for understanding business objectives of a system and designing an appropriate solution • Five major steps: – Systems analysis/planning – Systems design – Building the system – Testing – Implementation Copyright © 2019 Pearson Education, Ltd. Figure 3.5 Website Systems Development Life Cycle Copyright © 2019 Pearson Education, Ltd. System Analysis/Planning • Business objectives: – List of capabilities you want your site to have • System functionalities: – List of information system capabilities needed to achieve business objectives • Information requirements: – Information elements that system must produce in order to achieve business objectives Copyright © 2019 Pearson Education, Ltd. Table 3.2 System Analysis, Business Objectives, System Functionalities, and Information Requirements for a Typical E-Commerce Site (1 of 2) Business Objective System Functionality Information Requirements Display goods Digital Catalog Dynamic text and graphics catalog Provide product information Product database Product description, stocking numbers, inventory levels Personalize/customize product Customer on-site tracking Site log for every customer visit; data mining capability to identify common customer paths and appropriate responses Engage customers in conversations On-site blog; user forums Software with blogging and community forum functionality Execute a transaction Shopping cart/payment system Secure credit card clearing; multiple payment options Accumulate customer information Customer database Name, address, phone, and e-mail for all customers; online customer registration Copyright © 2019 Pearson Education, Ltd. Table 3.2 System Analysis, Business Objectives, System Functionalities, and Information Requirements for a Typical E-Commerce Site (2 of 2) Business Objective System Functionality Information Requirements Provide after-sale customer support Sales database Customer ID, product, date, payment, shipment date Coordinate marketing/advertising Ad server, e-mail server, e-mail, campaign manager, ad banner manager Site behavior log of prospects and customers linked to e-mail and banner ad campaigns Understand marketing effectiveness Site tracking and reporting system Number of unique visitors, pages visited, products purchased, identified by marketing campaign Provide production and supplier links Inventory management system Product and inventory levels, supplier ID and contact, order quantity data by product Copyright © 2019 Pearson Education, Ltd. Systems Design: Hardware and Software Platforms • System design specification: – Description of main components of a system and their relationship to one another • Two components of system design: – Logical design ▪ Data flow diagrams, processing functions, databases – Physical design ▪ Specifies actual physical, software components, models, and so on Copyright © 2019 Pearson Education, Ltd. Figure 3.6(a) Logical Design for a Simple Website (a) Simple Data Flow Diagram This data flow diagram describes the flow of information requests and responses for a sample Web site Copyright © 2019 Pearson Education, Ltd. Figure 3.6(b) Physical Design for a Simple Website Copyright © 2019 Pearson Education, Ltd. Building the System: In-House Versus Outsourcing • Outsourcing: Hiring vendors to provide services involved in building site • Build own v s. outsourcing: – Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits ersu • Host own v s. outsourcing – Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee – Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility ersu Copyright © 2019 Pearson Education, Ltd. Figure 4.7 Choices in Building and Hosting Copyright © 2019 Pearson Education, Ltd. Insight on Business: Weebly Makes Creating Websites Easy • Class Discussion – What value does Weebly offer to small businesses? – Are there any drawbacks to using Weebly to create an e-commerce presence? – How are service providers like Weebly changing the nature of e-commerce? Copyright © 2019 Pearson Education, Ltd. Testing the System • Testing – Unit testing – System testing – Acceptance testing – A/B testing (split testing) – Multivariate testing Copyright © 2019 Pearson Education, Ltd. Implementation and Maintenance • Systems break down unpredictably • Maintenance is ongoing • Maintenance costs: Similar to development costs – A $40K e-commerce site may require $40K annually to upkeep • Benchmarking Copyright © 2019 Pearson Education, Ltd. Figure 3.10 Factors in Website Optimization Copyright © 2019 Pearson Education, Ltd. Simple v s. Multi-Tiered Website Architecture ersu • System architecture – Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality • Two-tier – Web server and database server • Multi-tier – Web application servers – Backend, legacy databases Copyright © 2019 Pearson Education, Ltd. Figure 3.11(a) Two-Tier E-Commerce Architecture Copyright © 2019 Pearson Education, Ltd. Figure 3.11(b) Multi-Tier E-Commerce Architecture Copyright © 2019 Pearson Education, Ltd. Web Server Software • Apache – Leading web server software – Works with UNIX, Linux operating systems – Reliable, stable, part of open software community • Microsoft’s Internet Information Server (IIS) – Second major web server software – Windows-based – Integrated, easy-to-use Copyright © 2019 Pearson Education, Ltd. Table 3.4 Basic Functionality Provided by Web Servers Functionality Description Processing of HTTP requests Receive and respond to client requests for HTML pages Security services (Secure Sockets Layer)/ Transport Layer Security Verify username and password; process certificates and private/public key information required for credit card processing and other secure information File Transfer Protocol Permits transfer of very large files from server to server Search engine Indexing of site content; keyword search capability Data capture Log file of all visits, time, duration, and referral source E-mail Ability to send, receive, and store e-mail messages Site management tools Calculate and display key site statistics, such as unique visitors, page requests, and origin of requests; check links on pages Copyright © 2019 Pearson Education, Ltd. Site Management Tools • Basic tools included in all web servers – Verify that links on pages are still valid – Identify orphan files • Third-party software for advanced management – Monitor customer purchases – Marketing campaign effectiveness – Keep track of hit counts and other statistics – E.g. Webtrends Analytics 10 Copyright © 2019 Pearson Education, Ltd. Dynamic Page Generation Tools • Dynamic page generation: – Contents stored in database and fetched when needed • Common tools: – CGI, ASP, JSP, ODBC, JDBC • Advantages – Lowers menu costs – Permits easy online market segmentation – Enables cost-free price discrimination – Enables content management system (CMS) Copyright © 2019 Pearson Education, Ltd. Application Servers • Web application servers: – Provide specific business functionality required for a website – Type of middleware ▪ Isolate business applications from Web servers and databases – Single-function applications being replaced by integrated software tools that combine all functionality needed for e-commerce site Copyright © 2019 Pearson Education, Ltd. E-Commerce Merchant Server Software • Provides basic functionality for sales – Online catalog ▪ List of products available on website – Shopping cart ▪ Allows shoppers to set aside, review, edit selections, and then make purchase – Credit card processing ▪ Typically works in conjunction with shopping cart ▪ Verifies card and puts through credit to company’s account at checkout Copyright © 2019 Pearson Education, Ltd. Merchant Server Software Packages (1 of 2) • Integrated environment that includes most of functionality needed – Shopping cart – Merchandise display – Order management • Two main options – E-commerce merchant service sites (e.g. Yahoo Aabaco Small Business) – Open-source merchant server software Copyright © 2019 Pearson Education, Ltd. Merchant Server Software Packages (2 of 2) • Key factors in selecting a package – Functionality – Support for different business models, including (mcommerce) – Business process modeling tools – Visual site management and reporting – Performance and scalability – Connectivity to existing business systems – Compliance with standards – Global and multicultural capability – Local sales tax and shipping rules Copyright © 2019 Pearson Education, Ltd. Choosing Hardware • Hardware platform: – Underlying computing equipment needed for ecommerce functionality • Objective: – Enough platform capacity to meet peak demand without wasting money • Important to understand the factors that affect speed, capacity, and scalability of a site Copyright © 2019 Pearson Education, Ltd. Right-Sizing Your Hardware Platform: the Demand Side • Customer demand: – Most important factor affecting speed of site • Factors in overall demand: – Number of simultaneous users in peak periods – Nature of customer requests (user profile) – Type of content (dynamic v s. static Web pages) – Required security – Number of items in inventory – Number of page requests – Speed of legacy applications ersu Copyright © 2019 Pearson Education, Ltd. Right-Sizing Your Hardware Platform: the Supply Side • Scalability: – Ability of site to increase in size as demand warrants • Ways to scale hardware: – Vertically ▪ Increase processing power of individual components – Horizontally ▪ Employ multiple computers to share workload – Improve processing architecture – Outsource to cloud service, CDN Copyright © 2019 Pearson Education, Ltd. Table 3.8 Vertical and Horizontal Scaling Techniques Technique Application Use a faster computer Deploy edge servers, presentation servers, data servers, etc. Create a cluster of computers Use computers in parallel to balance loads. Use appliance servers Use special-purpose computers optimized for their task. Segment workload Segment incoming work to specialized computers. Batch requests Combine related requests for data into groups, process as group. Manage connections Reduce connections between processes and computers to a minimum. Aggregate user data Aggregate user data from legacy applications in single data pools. Cache Store frequently used data in cache rather than on the disk. Copyright © 2019 Pearson Education, Ltd. Table 3.9 Improving the Processing Architecture of Your Site Architecture Improvement Description Separate static content from dynamic content Use specialized servers for each type of workload. Cache static content Increase RAM to the gigabyte range and store static content in RAM. Cache database lookup tables Use cache tables used to look up database records. Consolidate business logic on dedicated servers Put shopping cart, credit card processing, and other CPU-intensive activity on dedicated servers. Optimize ASP code Examine your code to ensure it is operating efficiently. Optimize the database schema Examine your database search times and take steps to reduce access times. Copyright © 2019 Pearson Education, Ltd. Other E-Commerce Site Tools • Website design: Basic business considerations – Enabling customers to find and buy what they need • Tools for search engine optimization – Search engine placement ▪ Metatags, titles, content ▪ Identify market niches ▪ Offer expertise ▪ Links ▪ Buy ads ▪ Local e-commerce Copyright © 2019 Pearson Education, Ltd. Table 3.10 E-Commerce Website Features That Annoy Customers (1 of 2) Feature • Requiring user to view ad or intro page before going to website content • Pop-up and pop-under ads and windows • Too many clicks to get to the content • Links that don’t work • Confusing navigation; no search function • Requirement to register and log in before viewing content or ordering • Slow loading pages • Content that is out of date Copyright © 2019 Pearson Education, Ltd. Table 3.10 E-Commerce Website Features That Annoy Customers (2 of 2) • Inability to use browser’s Back button • No contact information available (web form only) • Unnecessary splash/flash screens, animation, etc. • Music or other audio that plays automatically • Unprofessional design elements • Text not easily legible due to size, color, format • Typographical errors • No or unclear returns policy Copyright © 2019 Pearson Education, Ltd. Table 3.11 The Eight Most Important Factors in Successful E-Commerce Site Design Factor Description Functionality Pages that work, load quickly, and point the customer toward your product offerings Informational Links that customers can easily find to discover more about you and your products Ease of use Simple foolproof navigation Redundant navigation Alternative navigation to the same content Ease of purchase One or two clicks to purchase Multi-browser functionality Site works with the most popular browsers Simple graphics Avoids distracting, obnoxious graphics and sounds that the user cannot control Legible text Avoids backgrounds that distort text or make it illegible Copyright © 2019 Pearson Education, Ltd. Tools for Interactivity and Active Content • CGI (Common Gateway Interface) • ASP (Active Server Pages)/ASP.NET • Java, JSP, and JavaScript • ActiveX and VB Script • ColdFusion • PHP, Ruby on Rails, Django • Other design elements: – Widgets, mashups Copyright © 2019 Pearson Education, Ltd. Personalization Tools • Personalization – Ability to treat people based on personal qualities and prior history with site • Customization – Ability to change the product to better fit the needs of the customer • Cookies – Primary method to achieve personalization Copyright © 2019 Pearson Education, Ltd. The Information Policy Set • Privacy policy – Set of public statements declaring how site will treat customers’ personal information that is gathered by site • Accessibility rules – Set of design objectives that ensure disabled users can effectively access site Copyright © 2019 Pearson Education, Ltd. Insight on Society: Designing for Accessibility • Class discussion: – Why might some merchants be reluctant to make their websites accessible to disabled users? – How can websites be made more accessible? – Should all websites be required by law to provide “equivalent alternatives” for visual and sound content? – What additional accessibility problems do mobile devices pose? Copyright © 2019 Pearson Education, Ltd. Developing a Mobile Website and Building Mobile Applications • Types of m-commerce software – Mobile website ▪ Responsive Web design – Mobile Web app – Native app – Hybrid app ▪ Runs inside native container ▪ App distribution ▪ Based on HTML5, CSS, JavaScript Copyright © 2019 Pearson Education, Ltd. Planning and Building a Mobile Presence • Identify business objectives, system functionality, and information requirements • Choice: – Mobile website or mobile Web app ▪ Less expensive – Native app ▪ Can use device hardware, available offline Copyright © 2019 Pearson Education, Ltd. Table 3.13 Unique Features That Must be Taken into Account When Designing a Mobile Presence Feature Implications For Mobile Platform Hardware Mobile hardware is smaller, and there are more resource constraints in data storage and processing power. Connectivity The mobile platform is constrained by slower connection speeds than desktop websites. Displays Mobile displays are much smaller and require simplification. Some screens are not good in sunlight. Interface Touch-screen technology introduces new interaction routines different from the traditional mouse and keyboard. The mobile platform is not a good data entry tool but can be a good navigational tool. Copyright © 2019 Pearson Education, Ltd. Mobile Presence Design Considerations • Platform constraints – Graphics, file sizes • Mobile first design – Desktop website design after mobile design • Responsive web design (RWD) – CSS site adjusts layout of site according to device screen resolutions • Adaptive web design (AWD) – Server delivers different templates or versions of site optimized for device Copyright © 2019 Pearson Education, Ltd. Cross-Platform Mobile App Development Tools • Objective C, Java • Low cost, open-source alternatives – Appery.io – Codiqa – PhoneGap – MoSync – Appcelerator Copyright © 2019 Pearson Education, Ltd. Mobile Presence: Performance and Cost Considerations • Mobile first design: Most efficient • Mobile website: – Resizing existing website for mobile access is least expensive • Mobile web app: – Can utilize browser API • Native app: – Most expensive; requires more programming Copyright © 2019 Pearson Education, Ltd. Insight on Technology: Carnival Cruise Ships Go Mobile • Class Discussion – What influenced Carnival in deciding to create a mobile app? – Are there any disadvantages in making a mobile app a central part of the Carnival Cruise experience? – How will the Ocean Medallion system add value to the cruising experience? Copyright © 2019 Pearson Education, Ltd. Careers in E-Commerce • Position: UX Designer • Qualification/Skills • Preparing for the Interview • Possible Interview Questions Copyright © 2019 Pearson Education, Ltd. E-Commerce 2018: Business. Technology. Society Fourteenth Edition Chapter 3 Building an E-Commerce Presence Copyright © 2019 Pearson Education, Ltd. Learning Objectives 3.1 Understand the questions you must ask and answer, and the steps you should take, in developing an e-commerce presence. 3.2 Explain the process that should be followed in building an ecommerce presence. 3.3 Identify and understand the major considerations involved in choosing web server and e-commerce merchant server software. 3.4 Understand the issues involved in choosing the most appropriate hardware for an e-commerce site. 3.5 Identify additional tools that can improve website performance. 3.6 Understand the important considerations involved in developing a mobile website and building mobile applications. Copyright © 2019 Pearson Education, Ltd. The Financial Times: A Remodel for 21st Century Publishing Profitability • Class Discussion – What were the Financial Times’ objectives in redesigning its e-commerce presence? – What considerations, if any, unique to the newspaper business were involved? – What did the Financial Times do to meet the needs of mobile device users? Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (1 of 3) • What’s the idea? The vision includes: – Mission statement – Target audience – Intended market space – Strategic analysis – Marketing matrix – Development timeline – Preliminary budget Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (2 of 3) • Where’s the money? – Business model(s) – Revenue model(s) • Who and where is the target audience? – Demographics, lifestyle, consumption patterns, etc. • What is the ballpark? Characterize the marketplace – Size, growth, demographics, structure Copyright © 2019 Pearson Education, Ltd. Imagine Your E-Commerce Presence (3 of 3) • Where’s the content coming from? • Know yourself—SWOT analysis • Develop an e-commerce presence map • Develop a timeline: Milestones • How much will this cost? – Simple website: up to $5000 – Small startup: $25,000 to $50,000 – Large corporate website: $100,000+ to millions Copyright © 2019 Pearson Education, Ltd. Figure 3.1 SWOT Analysis Copyright © 2019 Pearson Education, Ltd. Figure 3.2 E-Commerce Presence Map Copyright © 2019 Pearson Education, Ltd. Building an E-Commerce Site: A Systematic Approach • Most important management challenges: 1. Developing a clear understanding of business objectives 2. Knowing how to choose the right technology to achieve those objectives • Main factors to consider – Management – Hardware architecture – Software – Design – Telecommunications – Human resources Copyright © 2019 Pearson Education, Ltd. Planning: The Systems Development Life Cycle • Methodology for understanding business objectives of a system and designing an appropriate solution • Five major steps: – Systems analysis/planning – Systems design – Building the system – Testing – Implementation Copyright © 2019 Pearson Education, Ltd. Figure 3.5 Website Systems Development Life Cycle Copyright © 2019 Pearson Education, Ltd. System Analysis/Planning • Business objectives: – List of capabilities you want your site to have • System functionalities: – List of information system capabilities needed to achieve business objectives • Information requirements: – Information elements that system must produce in order to achieve business objectives Copyright © 2019 Pearson Education, Ltd. Table 3.2 System Analysis, Business Objectives, System Functionalities, and Information Requirements for a Typical E-Commerce Site (1 of 2) Business Objective System Functionality Information Requirements Display goods Digital Catalog Dynamic text and graphics catalog Provide product information Product database Product description, stocking numbers, inventory levels Personalize/customize product Customer on-site tracking Site log for every customer visit; data mining capability to identify common customer paths and appropriate responses Engage customers in conversations On-site blog; user forums Software with blogging and community forum functionality Execute a transaction Shopping cart/payment system Secure credit card clearing; multiple payment options Accumulate customer information Customer database Name, address, phone, and e-mail for all customers; online customer registration Copyright © 2019 Pearson Education, Ltd. Table 3.2 System Analysis, Business Objectives, System Functionalities, and Information Requirements for a Typical E-Commerce Site (2 of 2) Business Objective System Functionality Information Requirements Provide after-sale customer support Sales database Customer ID, product, date, payment, shipment date Coordinate marketing/advertising Ad server, e-mail server, e-mail, campaign manager, ad banner manager Site behavior log of prospects and customers linked to e-mail and banner ad campaigns Understand marketing effectiveness Site tracking and reporting system Number of unique visitors, pages visited, products purchased, identified by marketing campaign Provide production and supplier links Inventory management system Product and inventory levels, supplier ID and contact, order quantity data by product Copyright © 2019 Pearson Education, Ltd. Systems Design: Hardware and Software Platforms • System design specification: – Description of main components of a system and their relationship to one another • Two components of system design: – Logical design ▪ Data flow diagrams, processing functions, databases – Physical design ▪ Specifies actual physical, software components, models, and so on Copyright © 2019 Pearson Education, Ltd. Figure 3.6(a) Logical Design for a Simple Website (a) Simple Data Flow Diagram This data flow diagram describes the flow of information requests and responses for a sample Web site Copyright © 2019 Pearson Education, Ltd. Figure 3.6(b) Physical Design for a Simple Website Copyright © 2019 Pearson Education, Ltd. Building the System: In-House Versus Outsourcing • Outsourcing: Hiring vendors to provide services involved in building site • Build own v s. outsourcing: – Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits ersu • Host own v s. outsourcing – Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee – Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility ersu Copyright © 2019 Pearson Education, Ltd. Figure 4.7 Choices in Building and Hosting Copyright © 2019 Pearson Education, Ltd. Insight on Business: Weebly Makes Creating Websites Easy • Class Discussion – What value does Weebly offer to small businesses? – Are there any drawbacks to using Weebly to create an e-commerce presence? – How are service providers like Weebly changing the nature of e-commerce? Copyright © 2019 Pearson Education, Ltd. Testing the System • Testing – Unit testing – System testing – Acceptance testing – A/B testing (split testing) – Multivariate testing Copyright © 2019 Pearson Education, Ltd. Implementation and Maintenance • Systems break down unpredictably • Maintenance is ongoing • Maintenance costs: Similar to development costs – A $40K e-commerce site may require $40K annually to upkeep • Benchmarking Copyright © 2019 Pearson Education, Ltd. Figure 3.10 Factors in Website Optimization Copyright © 2019 Pearson Education, Ltd. Simple v s. Multi-Tiered Website Architecture ersu • System architecture – Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality • Two-tier – Web server and database server • Multi-tier – Web application servers – Backend, legacy databases Copyright © 2019 Pearson Education, Ltd. Figure 3.11(a) Two-Tier E-Commerce Architecture Copyright © 2019 Pearson Education, Ltd. Figure 3.11(b) Multi-Tier E-Commerce Architecture Copyright © 2019 Pearson Education, Ltd. Web Server Software • Apache – Leading web server software – Works with UNIX, Linux operating systems – Reliable, stable, part of open software community • Microsoft’s Internet Information Server (IIS) – Second major web server software – Windows-based – Integrated, easy-to-use Copyright © 2019 Pearson Education, Ltd. Table 3.4 Basic Functionality Provided by Web Servers Functionality Description Processing of HTTP requests Receive and respond to client requests for HTML pages Security services (Secure Sockets Layer)/ Transport Layer Security Verify username and password; process certificates and private/public key information required for credit card processing and other secure information File Transfer Protocol Permits transfer of very large files from server to server Search engine Indexing of site content; keyword search capability Data capture Log file of all visits, time, duration, and referral source E-mail Ability to send, receive, and store e-mail messages Site management tools Calculate and display key site statistics, such as unique visitors, page requests, and origin of requests; check links on pages Copyright © 2019 Pearson Education, Ltd. Site Management Tools • Basic tools included in all web servers – Verify that links on pages are still valid – Identify orphan files • Third-party software for advanced management – Monitor customer purchases – Marketing campaign effectiveness – Keep track of hit counts and other statistics – E.g. Webtrends Analytics 10 Copyright © 2019 Pearson Education, Ltd. Dynamic Page Generation Tools • Dynamic page generation: – Contents stored in database and fetched when needed • Common tools: – CGI, ASP, JSP, ODBC, JDBC • Advantages – Lowers menu costs – Permits easy online market segmentation – Enables cost-free price discrimination – Enables content management system (CMS) Copyright © 2019 Pearson Education, Ltd. Application Servers • Web application servers: – Provide specific business functionality required for a website – Type of middleware ▪ Isolate business applications from Web servers and databases – Single-function applications being replaced by integrated software tools that combine all functionality needed for e-commerce site Copyright © 2019 Pearson Education, Ltd. E-Commerce Merchant Server Software • Provides basic functionality for sales – Online catalog ▪ List of products available on website – Shopping cart ▪ Allows shoppers to set aside, review, edit selections, and then make purchase – Credit card processing ▪ Typically works in conjunction with shopping cart ▪ Verifies card and puts through credit to company’s account at checkout Copyright © 2019 Pearson Education, Ltd. Merchant Server Software Packages (1 of 2) • Integrated environment that includes most of functionality needed – Shopping cart – Merchandise display – Order management • Two main options – E-commerce merchant service sites (e.g. Yahoo Aabaco Small Business) – Open-source merchant server software Copyright © 2019 Pearson Education, Ltd. Merchant Server Software Packages (2 of 2) • Key factors in selecting a package – Functionality – Support for different business models, including (mcommerce) – Business process modeling tools – Visual site management and reporting – Performance and scalability – Connectivity to existing business systems – Compliance with standards – Global and multicultural capability – Local sales tax and shipping rules Copyright © 2019 Pearson Education, Ltd. Choosing Hardware • Hardware platform: – Underlying computing equipment needed for ecommerce functionality • Objective: – Enough platform capacity to meet peak demand without wasting money • Important to understand the factors that affect speed, capacity, and scalability of a site Copyright © 2019 Pearson Education, Ltd. Right-Sizing Your Hardware Platform: the Demand Side • Customer demand: – Most important factor affecting speed of site • Factors in overall demand: – Number of simultaneous users in peak periods – Nature of customer requests (user profile) – Type of content (dynamic v s. static Web pages) – Required security – Number of items in inventory – Number of page requests – Speed of legacy applications ersu Copyright © 2019 Pearson Education, Ltd. Right-Sizing Your Hardware Platform: the Supply Side • Scalability: – Ability of site to increase in size as demand warrants • Ways to scale hardware: – Vertically ▪ Increase processing power of individual components – Horizontally ▪ Employ multiple computers to share workload – Improve processing architecture – Outsource to cloud service, CDN Copyright © 2019 Pearson Education, Ltd. Table 3.8 Vertical and Horizontal Scaling Techniques Technique Application Use a faster computer Deploy edge servers, presentation servers, data servers, etc. Create a cluster of computers Use computers in parallel to balance loads. Use appliance servers Use special-purpose computers optimized for their task. Segment workload Segment incoming work to specialized computers. Batch requests Combine related requests for data into groups, process as group. Manage connections Reduce connections between processes and computers to a minimum. Aggregate user data Aggregate user data from legacy applications in single data pools. Cache Store frequently used data in cache rather than on the disk. Copyright © 2019 Pearson Education, Ltd. Table 3.9 Improving the Processing Architecture of Your Site Architecture Improvement Description Separate static content from dynamic content Use specialized servers for each type of workload. Cache static content Increase RAM to the gigabyte range and store static content in RAM. Cache database lookup tables Use cache tables used to look up database records. Consolidate business logic on dedicated servers Put shopping cart, credit card processing, and other CPU-intensive activity on dedicated servers. Optimize ASP code Examine your code to ensure it is operating efficiently. Optimize the database schema Examine your database search times and take steps to reduce access times. Copyright © 2019 Pearson Education, Ltd. Other E-Commerce Site Tools • Website design: Basic business considerations – Enabling customers to find and buy what they need • Tools for search engine optimization – Search engine placement ▪ Metatags, titles, content ▪ Identify market niches ▪ Offer expertise ▪ Links ▪ Buy ads ▪ Local e-commerce Copyright © 2019 Pearson Education, Ltd. Table 3.10 E-Commerce Website Features That Annoy Customers (1 of 2) Feature • Requiring user to view ad or intro page before going to website content • Pop-up and pop-under ads and windows • Too many clicks to get to the content • Links that don’t work • Confusing navigation; no search function • Requirement to register and log in before viewing content or ordering • Slow loading pages • Content that is out of date Copyright © 2019 Pearson Education, Ltd. Table 3.10 E-Commerce Website Features That Annoy Customers (2 of 2) • Inability to use browser’s Back button • No contact information available (web form only) • Unnecessary splash/flash screens, animation, etc. • Music or other audio that plays automatically • Unprofessional design elements • Text not easily legible due to size, color, format • Typographical errors • No or unclear returns policy Copyright © 2019 Pearson Education, Ltd. Table 3.11 The Eight Most Important Factors in Successful E-Commerce Site Design Factor Description Functionality Pages that work, load quickly, and point the customer toward your product offerings Informational Links that customers can easily find to discover more about you and your products Ease of use Simple foolproof navigation Redundant navigation Alternative navigation to the same content Ease of purchase One or two clicks to purchase Multi-browser functionality Site works with the most popular browsers Simple graphics Avoids distracting, obnoxious graphics and sounds that the user cannot control Legible text Avoids backgrounds that distort text or make it illegible Copyright © 2019 Pearson Education, Ltd. Tools for Interactivity and Active Content • CGI (Common Gateway Interface) • ASP (Active Server Pages)/ASP.NET • Java, JSP, and JavaScript • ActiveX and VB Script • ColdFusion • PHP, Ruby on Rails, Django • Other design elements: – Widgets, mashups Copyright © 2019 Pearson Education, Ltd. Personalization Tools • Personalization – Ability to treat people based on personal qualities and prior history with site • Customization – Ability to change the product to better fit the needs of the customer • Cookies – Primary method to achieve personalization Copyright © 2019 Pearson Education, Ltd. The Information Policy Set • Privacy policy – Set of public statements declaring how site will treat customers’ personal information that is gathered by site • Accessibility rules – Set of design objectives that ensure disabled users can effectively access site Copyright © 2019 Pearson Education, Ltd. Insight on Society: Designing for Accessibility • Class discussion: – Why might some merchants be reluctant to make their websites accessible to disabled users? – How can websites be made more accessible? – Should all websites be required by law to provide “equivalent alternatives” for visual and sound content? – What additional accessibility problems do mobile devices pose? Copyright © 2019 Pearson Education, Ltd. Developing a Mobile Website and Building Mobile Applications • Types of m-commerce software – Mobile website ▪ Responsive Web design – Mobile Web app – Native app – Hybrid app ▪ Runs inside native container ▪ App distribution ▪ Based on HTML5, CSS, JavaScript Copyright © 2019 Pearson Education, Ltd. Planning and Building a Mobile Presence • Identify business objectives, system functionality, and information requirements • Choice: – Mobile website or mobile Web app ▪ Less expensive – Native app ▪ Can use device hardware, available offline Copyright © 2019 Pearson Education, Ltd. Table 3.13 Unique Features That Must be Taken into Account When Designing a Mobile Presence Feature Implications For Mobile Platform Hardware Mobile hardware is smaller, and there are more resource constraints in data storage and processing power. Connectivity The mobile platform is constrained by slower connection speeds than desktop websites. Displays Mobile displays are much smaller and require simplification. Some screens are not good in sunlight. Interface Touch-screen technology introduces new interaction routines different from the traditional mouse and keyboard. The mobile platform is not a good data entry tool but can be a good navigational tool. Copyright © 2019 Pearson Education, Ltd. Mobile Presence Design Considerations • Platform constraints – Graphics, file sizes • Mobile first design – Desktop website design after mobile design • Responsive web design (RWD) – CSS site adjusts layout of site according to device screen resolutions • Adaptive web design (AWD) – Server delivers different templates or versions of site optimized for device Copyright © 2019 Pearson Education, Ltd. Cross-Platform Mobile App Development Tools • Objective C, Java • Low cost, open-source alternatives – Appery.io – Codiqa – PhoneGap – MoSync – Appcelerator Copyright © 2019 Pearson Education, Ltd. Mobile Presence: Performance and Cost Considerations • Mobile first design: Most efficient • Mobile website: – Resizing existing website for mobile access is least expensive • Mobile web app: – Can utilize browser API • Native app: – Most expensive; requires more programming Copyright © 2019 Pearson Education, Ltd. Insight on Technology: Carnival Cruise Ships Go Mobile • Class Discussion – What influenced Carnival in deciding to create a mobile app? – Are there any disadvantages in making a mobile app a central part of the Carnival Cruise experience? – How will the Ocean Medallion system add value to the cruising experience? Copyright © 2019 Pearson Education, Ltd. Careers in E-Commerce • Position: UX Designer • Qualification/Skills • Preparing for the Interview • Possible Interview Questions Copyright © 2019 Pearson Education, Ltd. College of Administrative and Financial Sciences ECOM101 – E-commerce E-commerce Project (Part A) Second Semester 2021-2022 Submission: Saturday 12 Mar. 2022 = 15 Marks Requirement: In this project, you are required to evaluate one of the websites below based on what you learn from this course and your perspective. The evaluation will cover the different aspects of ECommerce such as business idea, website design, marketing, security … etc. You will need to analyze the business and provide suggestions to improve the current business situation. Current e-commerce businesses: (choose one) 1. https://alsaifgallery.com/SA_ar/ 2. https://www.xcite.com.sa/ar 3. https://mikyajy.com/ksa_ar/ 4. https://www.extra.com/ar-sa/login 5. https://saudi.mumzworld.com/sa-ar/ 6. https://wadi-store.com/ 7. https://ar-sa.namshi.com/ 8. https://www.faces.com/sa-ar 9. https://www.goldenscent.com/ 10. https://niceonesa.com/ar/ 11. https://www.jarir.com/ 12. https://www.sivvi.com/saudi-en/ 13. https://saudi.ounass.com/ 14. https://www.orangebedbath.com/ 15. https://shop.arabianoud.com/ The following questions require critical thinking to be answered successfully. The answers to these questions will drive the ways of improvement of the current e-commerce business. 1. Know the business 7 marks What is the business? (your choice) What is the idea? (the visioning process) • Introduce the e-commerce business you have chosen. o Provide an overview of the business idea • Product and type of services. o What are the different types of products? Explain o What kinds of services does the online store provide? [ customer service, exchange and return, delivery, and payment options] Explain • Business statement. • Business vision. • Business objective. Where is the money? o What is the company’s business model? o What is the revenue model? Give a general idea of how the business generates revenues Who and where is the target audience? Explain demographics, lifestyle, consumption patterns, etc. Characterize the marketplace. o Size, growth, demographics, structure, competition o Research the market and give an idea about each point Describe the content of the business website Conduct a SWOT analysis for the business (Explain each point) o At least three points for each. Develop an e-commerce presence map. o (For example: website, email … etc.) o What activities does the company use these platforms for? (E.g., marketing, customer service, news…etc.) 2. Explain the design of the system 4 marks Explain in detail the design of the system (business objectives, system functionality, information provided) Business Objective System Functionality Information provided Ex: Display goods Digital Catalog Dynamic text and graphics catalog • What can be improved or added into the system design? 3. Explain the current business e-commerce features 2 mark ➢ What are the current website features? What types of these features can be annoying to customers? Provide pictures. • What can you do to improve the current features on the website? 4. Explain the business e-commerce process 2 marks Explain in detail all the steps from the time user enters the website until the final user buys a product. • What can be improved in the process? Guidelines for the assignment: The answer sheet must include the following: • Cover page • Questions • Answers Make sure to include the cover page with all information required. TWO mark will be deducted if there is no cover page This is a group project (4-5 students), which is part of your course score. It requires effort, research, and critical thinking. You are required to choose one current business from the list. Each website can be chosen by one group only. Use font Times New Roman, 12 font size Use 1.5 line spacing with adjust to all paragraphs (alignment). Use the footer function to insert page number. Ensure that you follow the APA style in your project and references. The minimum number of required references is 5 references using APA style. Your whole project report length should be between 1250 to 1600 words. You must check the spelling and grammar mistakes before submitting the assignment. Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements paper style, free of spelling and grammar mistakes, referencing and word count. Your file should be saved as Word Doc. Follow this pattern to name the file: Your name_CRN_ECOM101_ Project_A.docx ‫المملكة العربية السعودية‬ ‫وزارة التعليم‬ ‫الجامعة السعودية اإللكترونية‬ Kingdom of Saudi Arabia Ministry of Education Saudi Electronic University College of Administrative and Financial Sciences Assignment 1 Marketing Management (MGT 201) Due Date: 12/03/2022 @ 23:59 Course Name: Marketing Management Student’s Name: Course Code: MGT 201 Student’s ID Number: Semester: Second CRN: Academic Year:2021-22 For Instructor’s Use only Instructor’s Name: Students’ Grade: Marks Obtained/Out of 10 Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY • • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via allocated folder. Assignments submitted through email will not be accepted. Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. Students must mention question number clearly in their answer. Late submission will NOT be accepted. Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions. All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). Submissions without this cover page will NOT be accepted. Learning Outcomes: 1. Recognize an understanding of the overall marketing concepts, goals and strategies within the context of organizations goals and strategies. CLO-1 2. Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. CLO-03 3. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. CLO-04 Assignment Question(s): a. Discussion Questions 1. We have discussed the concept of “The Wheel of Social Media Engagement” in Chapter 03, which comprises the fundamental drivers of social media engagement as five related effects. Discuss these five drivers with the help of suitable examples. (2.5 Marks) 2. How can firms use customer demographics like income, market size, education, and ethnicity to market to their customers better? Discuss with the help of suitable examples. (2.5 Marks) b. Critical thinking 1. When companies that sell coffee they develop their marketing strategy, do they concentrate on satisfying their customers’ needs or wants? What about a utility company, such as the local power company? A humanitarian agency, such as Doctors without Borders? Critically examine based on the concepts of needs and wants discussed. (2.5 Marks) 2. Visit the website of Kashi (www.kashi.com). Using the four Ps of Marketing mix, critically examine how Kashi creates value for customers with their Kashi Bars. (2.5 Marks) Answers a. Discussion questions 1. Answer Q12. Answer Q2- b. Critical thinking 1. Answer Q12. Answer Q2- College of Administrative and Financial Sciences ECOM101 – E-commerce E-commerce Project (Part B) Second Semester 2021-2022 Submission: Saturday 30 Apr. 2022 = 15 Marks Requirement: This is a continuous activity for part A, keep working on the same website you have chosen in part A. In this part you are required to evaluate one of the websites below based on what you learn from this course and your perspective. The evaluation will cover the different aspects of ECommerce such as business idea, website design, marketing, security … etc. You will need to analyze the business and provide suggestions to improve the current business situation. The following questions require critical thinking to be answered successfully. The answers to these questions will drive the ways of improvement of the current e-commerce business. 1. Site Design 3 marks  Evaluate the website design focusing on the eight most important factors in successful ecommerce site design (ease of use, ease of purchase, simple graphics … etc.). You are required to evaluate each factor. (Refer to Chapter 3 – Page 212 in the book and/or Slide 43). o Discuss possible suggestions to improve the site design. 2. Business software 2 marks The development of an e-commerce website requires more interactive functionalities, such as the ability to respond to user input (name and address forms), capturing customer orders for goods and services, clearing credit card transactions on the fly, consolidating price and product databases, and even adjusting advertising on the screen based on user characteristics.  Explain the different types of software used on the website to perform the current functionalities. • What can be done to improve the software? 3. Payment and Security 3 marks  What are the methods of payment available in the online store? (See the book: page 295-296) o What other methods can be added? Explain why?  What are the technologies used on the website to secure the online transactions?  o What other technologies can be added? Explain why?  What is the current privacy policy of the online store? Outline how the information is collected and used? o What can be added to the privacy policy? Explain why? 4. Categorize marketing and advertising strategy and method. 2 marks  Explain the current online, offline, and social media marketing strategies of the e-commerce business? Provide photos or screenshots of your business marketing activities. • What can be done to improve the marketing aspects of the business? 5. Know your competitors. 3 marks  Choose a website of one competitor in the same industry (locally or globally) and compare it with your chosen company’s site. Indicate why the competitor’s website is better or worse than the chosen company’s website. Provide one competitor SWOT analysis with screenshots of their website activities. o What can be done by learning from your competitor’s experience? 6. Conclude your report. 2 marks Summarize the above points and include your recommendation to improve the e-commerce business. Guidelines for the assignment: The answer sheet must include the following: • Cover page • Questions • Answers Make sure to include the cover page with all information required. TWO marks will be deducted if there is no cover page This is a group project (4-5 students), which is part of your course score. It requires effort, research, and critical thinking. You are required to choose one current business from the list. Each website can be chosen by one group only. Use font Times New Roman, 12 font size Use 1.5 line spacing with adjust to all paragraphs (alignment). Use the footer function to insert page number. Ensure that you follow the APA style in your project and references. The minimum number of required references is 5 references using APA style. Your whole project report length should be between 1250 to 1600 words. You must check the spelling and grammar mistakes before submitting the assignment. Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements paper style, free of spelling and grammar mistakes, referencing and word count. Your file should be saved as Word Doc. Follow this pattern to name the file: Your name_CRN_ECOM101_ Project_B.docx

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