chapter 5. B2B
Requirements
1. Overview of Task:
Your task is to propose a business that has a Web presence. Your business may be an online-only business or a so-called “clicks and mortar” business. You may base your business on your own idea or an existing business (if you are concerned about protecting your idea then include the phrase “Commercial in Confidence” in the footer of every page in your proposal). Importantly, the business idea does not have to be a totally new idea that has never been implemented before. The scope of the business should be realistic (e.g., it’s acceptable to propose an online bookstore but not one that is as large as Amazon.com).
The budget for developing your site is AUD 50,000 maximum – evidently, creating a new Google would not fit this budget. Ideas with better chances of success will gain higher marks. Essentially, keep ideas realistic and achievable under this budget.
2. Document Format:
Your assignment should be submitted in a proposal/report format and should contain:
o a table of contents,
o an executive summary of no more than 1 page,
o a brief introduction,
o the main content addressing parts A, B, C, D, E (see below)
o a brief conclusion,
o references, and
o appendices if required.
3. Part (A): Overview of the Business.
o Briefly describe the product(s) or service(s) that your business will sell/provide/trade.
o Indicate whether your business will be a domestic business in scope (specify which country) or an international business (specify which countries it will service, or whether it will be global).
o Describe the revenue model that your business will use.
4. Part (B): Marketing Strategy.
o Identify your target market(s) and how you will communicate with customers in each market.
o Describe the marketing strategy of your business in terms of the so-called 4Ps of marketing.
o Outline whether you would use any of the Social Networking sites (ref. Assignment 1 Question 1) and, if so, how you would implement this.
5. Part (C): Business Environment.
o Describe the likely competitors of your business.
o Describe what will differentiate the goods/services provided by your business from the ones provided by the competitors i.e., what is your competitive advantage.
o Perform a SWOT analysis for your business. Clearly explain any assumptions you are making.
o If you intend to use the Web or business processes in a creative way to give your business an advantage, describe your intention.
o Create a simple budget break down for your site creation.
6. Part (D): B2B and Web Presence.
o Briefly describe the supply chain for your business.
o What use will your business make of B2B technologies? Use a particular trading partner as an example to explain your description.
o Describe the web presence goals of your business.
o How will you create an effective Web presence for your business?
o Will you use a Content Management System? Briefly justify your choice.
o What domain name would you prefer for the Web site? Briefly explain your choice.
o Describe your strategy (if any) with regard to search engines (e.g., Google, Yahoo!, etc.) and chances of success.
o Create a rough design for the home page (above the fold only) -- this can be an image file (graphic or html file) designed from using any authoring software.
7. Part (E): Legal and Ethical Environment.
o Select one legal/regulatory/taxation issue that is most relevant to the operation of your business and describe how you intend to manage this.
o Select one ethical consideration that is most relevant to your business and explain how your business will address it.
Student Name Student Number
Section Out of Score
Introduction:
• a table of contents (2 marks)
• an executive summary of no more than 1 page (4 marks)
• a brief introduction (3 marks)
• the main content addressing parts A, B, C, D, E
• a brief conclusion (3 marks)
• references, and appendices if required. (4 marks)
Overall presentation (2 marks) 18
Part (A) Overview of the Business:
• Briefly describe the product(s) or service(s) that your business will sell (4 marks)
• Indicate whether your business will be a domestic business (specify which country) or an international business (specify which countries or whether it will be global) (4 marks)
• Describe the revenue model that your business will use (4 marks) 12
Part (B) Marketing Strategy:
• Identify your target market(s) and how you will communicate with customers in each (4 marks)
• Describe the marketing strategy of your business in terms of the so-called 4Ps of marketing (4 marks)
• Outline whether you would use any of the Social Networking sites (refer Assignment 1 question 1) and how you would implement this (4 marks). 12
Part (C) Business Environment:
• Describe the competitors for your business. Describe what will differentiate its goods/services from its competitors i.e., what is its competitive advantage (5 marks)
• Describe how the business processes or use of the Web will give it an advantage (5 marks).
• Perform a SWOT analysis for your business. Clearly explain further assumptions you make (5 marks).
• Create a simple budget breakdown of your site creation (5 marks). 20
Part (D) B2B and Web Presence:
• Briefly describe the supply chain for your business (4 marks)
• What use your business will make of B2B technologies. Use a particular trading partner as an example (4 marks)
• Describe the web presence goals of your business and how it will create an effective Web presence. (Will you use a Content Management System? if so justify this) (4 marks)
• In respect of the domain name for the Web site indicate what domain name it will use and explain your choice (4 marks)
• Describe your search engine strategy and chance of success
(4 marks)
• Initial web design (above the fold) (10 marks) 30
Part (E) Legal and Ethical Environment:
• Select one legal/regulatory/taxation issue that pertains to the operation of your business and describe how your business meets its obligations (4 marks)
• What is one ethical consideration that applies to your business and how is your business addressing it? (4 marks) 8 Total 100
