Description

Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Group Project
Student Name:
Student ID:
Course Title: E-Commerce
Course Code: ECOM 101
Academic Year/ Semester: 2021/20222nd Semester
Instructor Name: Dr Eman Alyami
CRN: 22612
Student Grade:
Grade Level:
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
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
Student ID:
Course Title: E-commerce
Course Code: ECOM101
Academic Year/ Semester:
2021/2022 _Socend semester
1443_Second Semester
Instructor Name:
CRN:
Student Grade: out of 15
Grade Level: High/ Middle / Low
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
Students ID:
1
Course Title: E-commerce
1.
Course Code: ECOM101
Academic Year/ Semester:
2021/2022 _First semester
1443_First Semester
CRN:
Instructor Name:
Student Grade: out of 15
Grade Level: High/ Middle / Low
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
1
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 tothese
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)Extra
•
What is the idea? (the visioning
process)
The idea is to provide improve shoppers’ experience as well as in-store experience, increase sale
2
traffic, and increase online sales (Google Inc., 2016). The company also adopted an integrated
strategy that enables increased online sales through google search.
• Introduce the e-commerce business you have chosen.
The e-commerce business chosen is extra, an e-commerce store based in Saudi Arabia. As a first
e-commerce retailer in Saudi Arabia, the company has garnered over twelve million customers since
its establishments. It has also set-up base in Bahrain and Oman online space.
• Provide an overview of the business idea
In 2015, the company shifted its focus to digital assets and online marketing in order to establish
itself as an immersive market player. Among the measures were enhancements to the user interface,
a rebuilt responsive mobile site, a new click-and-collect offer, consumer preordering possibilities,
and greater brand visibility via Google Search (Google Inc., 2016).
• Product and type of services.
• What are the different types of products? Explain
The company prides itself in providing quality products from the world best brands. The different
products offered include televisions, computing, mobile communications, digital imaging, gaming
and home appliances (Extra, 2022).
• What kinds of services does the online store provide? [ customer service,exchange
and return, delivery, and payment options] Explain
The company provides customer support 24/7 via their internet portal, email address, and phone
numbers. They provide Extra installation services for home cinema systems. Extra Safeguard
services provide clients with basic manufacturing warranties. Extra care services protect clients’ data
and smart products from malware, spyware, and viruses (Extra, 2022). They also provide Extra repair
for devices purchased in their stores and original spare parts from their brand partners.
•
Business statement.
Extra has as its primary goal to become the region’s largest retailer of consumer electronics. The
company aim is to provide creative, high-quality goods, services, and solutions that meet or exceed
the needs of their clients (Extra website, 2022).
3
•
Business vision.
Our vision is to be the region’s top retailer of consumer electronics, appliances, and communication
solutions. The company’s aim to “provide excellent products, services, and solutions that meet or
exceed our clients’ expectations. We will both benefit from working together and achieving
operational excellence” (Extra website, 2022).
•
Business objective.
Effective teamwork will enable the organization to attain its objectives. The company’s operating
principles are reflected in its vision, mission, and core values, which include putting customers first,
communicating openly, taking ownership of what the company promises and delivers, treating
everyone with respect, and constantly seeking to improve their business practices and the
surrounding environment (Extra website, 2022)
•
Where is the money?
•
What is the company’s business model?
The company invests heavily in marketing to enhance its customer base and increase
sales. It has also invested in market research, innovation, digital marketing, and
online retailing.
•
What is the revenue model? Give a general idea of how the business generates
revenues.
Extra generates revenue from both retail electronics and financial services (Itqan
Capital, 2019). However, the corporation discloses revenue segmentation solely by
geography. Extra’s latest revenue segmentation for Q3 2019 indicates that 93.6 percent
of revenue comes from stores in Saudi Arabia, followed by 6.4 percent from outlets in
Oman and Bahrain (Itqan Capital, 2019).
•
Who and where is the target audience? Explain demographics, lifestyle, consumptionpatterns,
etc.
Their target audience is Saudi Arabian customers who are looking for high-end electronic
products (Extra, 2022). The market for top-brands in electronics s high in this regions as
4
compared to any other region in UAE.
•
Characterize the marketplace.
•
Size, growth, demographics, structure, competition
The company has over 12 million customers in with 42 stores in Saudi Arabia, Bahrain, and Oman
markets. The growth of the store is visible through their increased sales growth and widening customer
base. The online and in-store shopping experience provides the store with a broader marketplace where
customers can access products without needing to visit the store. However, the company faces stiff
competition from local stores at the malls, amazon, Noon, and Ubuy.
•
Research the market and give an idea about each point
The company has over 12 million customers in with 42 stores in Saudi Arabia, Bahrain, and Oman
markets. The online and in-store shopping experience provides the store with a broader marketplace
where customers can access products without needing to visit the store.
•
Describe the content of the business website
The business website is customer friendly as it allows for easy navigation into the products, service
information, and shopping cart. The website serves many purposes including shopping guides,
providing real time information to customers, and order tracking.
5
•
Conduct a SWOT analysis for the business (Explain each point)
•
At least three points for each.
Strengths:
•
After-sale facilities available in their
Weaknesses:
•
in-store outlets.
•
•
Provision of product repairs and
Limited product portfolio to just
electronic and household machines.
•
Limited geographical scope of coverage.
availability of spare parts
Customers outside of Saudi Arabia,
Wide variety of products (over
Bahrain and Oman cannot buy the
12,000 products).
products.
•
Limited social media activity in Saudi
Arabia.
Opportunities:
Threats:
•
• Stiff cmpetition from other companies
Expansion of operations in other
countries
•
•
Expansion of product portfolio to
offering similar products.
• Customers keep changing their
include food products and apparels.
preferences in terms of brands and
Growth in online presence through the
stores.
various social media platforms.
• Government regulations and inflation
keep pushing the price of products
higher.
6
•
Develop an e-commerce presence map.
•
(For example: website, email … etc.)
•
What activities does the company use these platforms for? (E.g., marketing, customerservice,
news…etc.)
Type of presence
Platform activity
Email
The store promotes products on its website to its existing and
potential clients (FCI, 2015). It is also used to communicate about
discounts, coupons distribution, and sales to the customers.
Website
The website provides a shopping experience to the customers.
They can look for the products they want, add to cart and input
their shipping address.
Social media
The company has a LinkedIn and Facebook profiles for marketing
and customer engagement. They also answer customer’s inquiries
and concerns through their social media posts
Offline: print media
The company prints catalogue every week to inform their
customers on new arrivals, product discounts and price changes.
Offline: billboards
The company use billboards to advertise their products, sales, and
marketing purposes.
7
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
Provide product
Product database
information
Personalize/customize
catalogues.
Customer on-site tracking Provide after-sale services such as installation,
product
Engage customers in
safeguard, and customer care.
On-site blog; user forums Availability of a blog in their website and other
conversations
Execute a transaction
Product catalogue in the website and print
online presence platforms.
Shopping cart/payment
Easy to use shopping cart in their website
system
Accumulate customer
Customer database
N/A
Sales database
N/A
Coordinate
Ad server, e-mail server, e-
N/A
marketing/advertising
mail, campaign manager,
information
Provide after-sale
customer support
ad banner manager
Understand marketing Site tracking and reporting AN email has been provided in the website to
effectiveness
system
reach out to the company in case of any issues.
Provide production and
Inventory management
Suppliers are incorporated in a system where
supplier links
system
they can track the movement of their products
and track payments
8
• What can be improved or added into the system design?
What should be improved is communication. The company should invest in obtaining the best
approach to communicate among the stakeholders and the company.
3. Explain the current business e-commerce features 2 mark
➢ What are the current website features?
Feature
Your business use for this feature
Functionality
Delivers business value to the customers
Informational
help the audience more easily navigate the information and
often provide additional information to them comprehend the
products.
Ease of use
dramatically reduce the amount of resources needed when it
comes to offering customers support.
Redundant navigation
Enhance the likelihood that users will discover what they’re
looking for.
Ease of purchase
Helps in the alignment of the purchase decision making process
and customer experience journey.
Multi-browser functionality
Help make sure the company makes a good impression on
potential customers and existing customers.
Simple graphics
helps in creating a user-friendly environment where working is
easy and pleasant.
9
•
What types of these features can be annoying to customers? Provide pictures.
Forceful login/register feature in order to make an order can be annoying for most people.
• What can you do to improve the current features on the website?
I would enable the customers to make orders without necessarily having them register their details
in the company database.
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 userbuys
a product. (Extra, 2022).
1. Customer selects the product they want to purchase then “add to cart”.
2. The customer is offered the option of selecting the Extra safeguard feature (Essential,
favorite, and Premium) according to their preference.
3. The customer goes to “check-out” where they can select whether to collect the item from a
physical store or get it home delivered.
4. The customer is directed to the contact information page. If they already have an account, they
can proceed to payment, but for new customers, they need to register their details under the
guest tab.
5. After payment, the customer receives an email and text message confirming that the order is
being processed.
10
• What can be improved in the process?
The process is pretty flawless expect for the contact details page. Not all customers are willing to
issue out their personal details into e-commerce sites.
11
References
ecommerceDB. E-commerce revenue analytics: extra.com. ecommerceDB. Retrieved 2 March 2022,
from https://ecommercedb.com/en/store/extra.com.
FCI. (2015). Building an E-commerce Presence. Pearson Education. Retrieved 2 March 2022, from
https://www.fci.bsu.edu.eg/Backend/Uploads/PDF/FCI.
Google Inc. (2016). eXtra succeeds in driving both online sales and in-store footfall through an
omnichannel approach. Thinkwithgoogle.com. Retrieved 2 March 2022, from
https://www.thinkwithgoogle.com/_qs/documents/2540/b4311_eXtra_case_study_v1.pdf.
United Electronics (Extra). (2022). Shop Electronics, TVs, ACs, Mobiles, Computers and More – eXtra
Saudi. Extra.com. Retrieved 2 March 2022, from https://www.extra.com/en-sa/.
Itqan Capital. (2019). United Electronics (Extra): Initiation of Coverage Report.
Argaamplus.s3.amazonaws.com. Retrieved 2 March 2022, from
https://argaamplus.s3.amazonaws.com/244eeac5-20b4-4a55-bec4-eb17812aa551.pdf
Laudon, K. and Traver, C., 2018. E-commerce: Business, technology, society. Upper Saddle River:
Pearson Education Hall.
12
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
13
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Names:
Student IDs:
1.
1.
2.
2.
3.
3.
4.
4.
5.
Course Title: E-Commerce
5.
Course Code: ECOM 101
Academic Year/ Semester: 2021/2022 _2nd semester 1443_2nd Semester
CRN:22612
Instructor Name: Dr. Eman Alyami
Assignment: 3 Project Presentation
Student Grade:
Grade Level: High/ Middle / Low
out of 15
1
Business Profile
Business name: XXXX
• Target market:
• Marketplace:
• Products and services:
• Business Model/ revenue model :
2
Table of Business System Design
(4 elements)
3
Table of Current Business E-commerce Features
(4 Elements)
4
Steps of Business E-commerce Process
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
• 7.
5
Examples of Business Software
• 1.
• 2.
• 3.
6
Examples of Payment and Security
• 1.
• 2.
• 3.
• One improvement
7
Marketing and Advertising Strategy
(presence map table with 4 elements)
8
Competitor SWOT Analysis
(Matrix with 3 elements in each)
9
Conclusion
• 1. What is very good about the business?
• 2. What is most needed area of improvement?
• 3. Would like to work in this company? Why?
10
References
• 1.
• 2.
• 3.
11
12
College of Administrative and Financial Sciences
ECOM101 – E-commerce
E-commerce Project (Presentation)
Second Semester 2021-2022
Submission: Week 15 – 15 May 2022 = 10 Marks
Requirement:
Upon completing your Group Assignment – Parts A and B; in a group, you will be asked to create
a powerpoint presentation of your chosen e-commerce business. Your presentation should cover
all the elemnts that were discussed in the assignment as listed below:
Presentation must have the following format:
1. First slide: Group members name and Student ID & Name of the business.
2. Business profile: what is your business, target market, marketplace, products and services
provided.
3. Explain the business system design. (Business objectives, system functionality,
information provided).
4. Explain the current business e-commerce features.
5. Explain the business e-commerce process.
6. Explain the business software
7. Explain the payment and security of the chosen website
8. What is the marketing and advertising strategy?
9. Competitor SWOT analysis
10. Conclusion
11. References
Guidelines for the Presentation:
•
•
•
•
•
•
•
•
•
•
•
There must be 10 slides in the presentation.
Each group will have 10 minitues to present and 2 minitues for Q&A.
All group members should participate in presenting infront of the class.
The slides should have a clear background design, readable font size and style with
appropriate color.
The power-point presentation must answer all the above parts.
Make sure to include the cover page in the first slide.
Work with the same group members
Ensure that you follow the APA style in your references.
The minimum number of required references is 5 references using APA style.
Up to 20% of the total grade will be deducted for providing a poor structure of presentation.
Structure includes these elements presentation style, free of spelling and grammar mistakes
and referencing.
Your file should be saved as a PowerPoint file and submit it to the Blackboard no later
than May 15th 2022. Follow this pattern to name the file:
Business Name_CRN_ECOM101_ Project_A.docx
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Names:
Student IDs:
1.
1.
2.
2.
3.
3.
4.
4.
5.
Course Title: E-Commerce
5.
Course Code: ECOM 101
Academic Year/ Semester: 2021/2022 _2nd semester 1443_2nd Semester
CRN:22612
Instructor Name: Dr. Eman Alyami
Assignment: 3 Project Presentation
Student Grade:
Grade Level: High/ Middle / Low
out of 15
1
Business Profile
Business name: XXXX
• Target market:
• Marketplace:
• Products and services:
• Business Model/ revenue model :
2
Table of Business System Design
(4 elements)
3
Table of Current Business E-commerce Features
(4 Elements)
4
Steps of Business E-commerce Process
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.
• 7.
5
Examples of Business Software
• 1.
• 2.
• 3.
6
Examples of Payment and Security
• 1.
• 2.
• 3.
• One improvement
7
Marketing and Advertising Strategy
(presence map table with 4 elements)
8
Competitor SWOT Analysis
(Matrix with 3 elements in each)
9
Conclusion
• 1. What is very good about the business?
• 2. What is most needed area of improvement?
• 3. Would like to work in this company? Why?
10
References
• 1.
• 2.
• 3.
11
12
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Student Name:
Students ID:
1
Course Title: E-commerce
1.
Course Code: ECOM101
Academic Year/ Semester:
2021/2022 _First semester
1443_First Semester
CRN:
Instructor Name:
Student Grade: out of 15
Grade Level: High/ Middle / Low
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
1
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 tothese
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)Extra
•
What is the idea? (the visioning
process)
The idea is to provide improve shoppers’ experience as well as in-store experience, increase sale
2
traffic, and increase online sales (Google Inc., 2016). The company also adopted an integrated
strategy that enables increased online sales through google search.
• Introduce the e-commerce business you have chosen.
The e-commerce business chosen is extra, an e-commerce store based in Saudi Arabia. As a first
e-commerce retailer in Saudi Arabia, the company has garnered over twelve million customers since
its establishments. It has also set-up base in Bahrain and Oman online space.
• Provide an overview of the business idea
In 2015, the company shifted its focus to digital assets and online marketing in order to establish
itself as an immersive market player. Among the measures were enhancements to the user interface,
a rebuilt responsive mobile site, a new click-and-collect offer, consumer preordering possibilities,
and greater brand visibility via Google Search (Google Inc., 2016).
• Product and type of services.
• What are the different types of products? Explain
The company prides itself in providing quality products from the world best brands. The different
products offered include televisions, computing, mobile communications, digital imaging, gaming
and home appliances (Extra, 2022).
• What kinds of services does the online store provide? [ customer service,exchange
and return, delivery, and payment options] Explain
The company provides customer support 24/7 via their internet portal, email address, and phone
numbers. They provide Extra installation services for home cinema systems. Extra Safeguard
services provide clients with basic manufacturing warranties. Extra care services protect clients’ data
and smart products from malware, spyware, and viruses (Extra, 2022). They also provide Extra repair
for devices purchased in their stores and original spare parts from their brand partners.
•
Business statement.
Extra has as its primary goal to become the region’s largest retailer of consumer electronics. The
company aim is to provide creative, high-quality goods, services, and solutions that meet or exceed
the needs of their clients (Extra website, 2022).
3
•
Business vision.
Our vision is to be the region’s top retailer of consumer electronics, appliances, and communication
solutions. The company’s aim to “provide excellent products, services, and solutions that meet or
exceed our clients’ expectations. We will both benefit from working together and achieving
operational excellence” (Extra website, 2022).
•
Business objective.
Effective teamwork will enable the organization to attain its objectives. The company’s operating
principles are reflected in its vision, mission, and core values, which include putting customers first,
communicating openly, taking ownership of what the company promises and delivers, treating
everyone with respect, and constantly seeking to improve their business practices and the
surrounding environment (Extra website, 2022)
•
Where is the money?
•
What is the company’s business model?
The company invests heavily in marketing to enhance its customer base and increase
sales. It has also invested in market research, innovation, digital marketing, and
online retailing.
•
What is the revenue model? Give a general idea of how the business generates
revenues.
Extra generates revenue from both retail electronics and financial services (Itqan
Capital, 2019). However, the corporation discloses revenue segmentation solely by
geography. Extra’s latest revenue segmentation for Q3 2019 indicates that 93.6 percent
of revenue comes from stores in Saudi Arabia, followed by 6.4 percent from outlets in
Oman and Bahrain (Itqan Capital, 2019).
•
Who and where is the target audience? Explain demographics, lifestyle, consumptionpatterns,
etc.
Their target audience is Saudi Arabian customers who are looking for high-end electronic
products (Extra, 2022). The market for top-brands in electronics s high in this regions as
4
compared to any other region in UAE.
•
Characterize the marketplace.
•
Size, growth, demographics, structure, competition
The company has over 12 million customers in with 42 stores in Saudi Arabia, Bahrain, and Oman
markets. The growth of the store is visible through their increased sales growth and widening customer
base. The online and in-store shopping experience provides the store with a broader marketplace where
customers can access products without needing to visit the store. However, the company faces stiff
competition from local stores at the malls, amazon, Noon, and Ubuy.
•
Research the market and give an idea about each point
The company has over 12 million customers in with 42 stores in Saudi Arabia, Bahrain, and Oman
markets. The online and in-store shopping experience provides the store with a broader marketplace
where customers can access products without needing to visit the store.
•
Describe the content of the business website
The business website is customer friendly as it allows for easy navigation into the products, service
information, and shopping cart. The website serves many purposes including shopping guides,
providing real time information to customers, and order tracking.
5
•
Conduct a SWOT analysis for the business (Explain each point)
•
At least three points for each.
Strengths:
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After-sale facilities available in their
Weaknesses:
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in-store outlets.
•
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Provision of product repairs and
Limited product portfolio to just
electronic and household machines.
•
Limited geographical scope of coverage.
availability of spare parts
Customers outside of Saudi Arabia,
Wide variety of products (over
Bahrain and Oman cannot buy the
12,000 products).
products.
•
Limited social media activity in Saudi
Arabia.
Opportunities:
Threats:
•
• Stiff cmpetition from other companies
Expansion of operations in other
countries
•
•
Expansion of product portfolio to
offering similar products.
• Customers keep changing their
include food products and apparels.
preferences in terms of brands and
Growth in online presence through the
stores.
various social media platforms.
• Government regulations and inflation
keep pushing the price of products
higher.
6
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Develop an e-commerce presence map.
•
(For example: website, email … etc.)
•
What activities does the company use these platforms for? (E.g., marketing, customerservice,
news…etc.)
Type of presence
Platform activity
Email
The store promotes products on its website to its existing and
potential clients (FCI, 2015). It is also used to communicate about
discounts, coupons distribution, and sales to the customers.
Website
The website provides a shopping experience to the customers.
They can look for the products they want, add to cart and input
their shipping address.
Social media
The company has a LinkedIn