Soumi answered on
Apr 02 2020
Running Head: QUALITATIVE - RESEARCH PLAN 1
QUALITATIVE - RESEARCH PLAN 12
QUALITATIVE - RESEARCH PLAN
[TOPIC: AN ANALYSIS OF THE SIGNIFICANCE OF USING E-COMMERCE STRATEGIES FOR ENHANCING SALES OF THE BUSINESS ORGANISATION: A CASE STUDY OF MYER, AUSTRALIA]
Table of Contents
1. Background Information to the Organisation 3
2. Business Problem 3
3. Literature Review 4
4. Specific Research Questions 5
5. Qualitative Research Method 6
6. Qualitative Research Plan 7
Appendix: Timeframe 11
E-commerce has developed to be a very useful platform for the enhancement of a business organisation in terms of their competitive advantages, market position, sales and profitability. Cu
ently, a number of organisations are using this method not only to promote their business, but also to retain the customers. The customers are also quite interested in this form of commerce, where they have to benefits of not visiting the stores in person to make their purchases and yet have a wider choice of products. Therefore, the need for shifting focus towards this arena has become even more important now, so that the customers can also be lured to make purchases from then organisation, repeatedly. Therefore, the proposed research is a detailed study of the issues of not implementing e-commerce strategies into the business operations of the company that have laid a negative impact upon the sales performance of the organisation.
1. Background Information to the Organisation
Myer is a retail chain of departmental stores in Australia that deals in the vast range of goods for the daily use, especially clothing products for men, women and children. It also deals in the make-up products, beauty products, accessories, furniture, toys, home appliances and household objects, along with offering a wide range of confectionary as well as stationery items (Myer, 2017). Hence, their range of products is quite diverse, which has helped them garner an enormous spectrum of popularity within the Australian market. They are famous for their offers on the range of high-end products; however, with the advent of competitiveness in the Australian retail market, the company has started facing tough rivalry from their major competing form— David Jones.
Nevertheless, the business of Myer had been steady all the while due to their range of products being more varied and their lucrative offers. However, a recent setback into their revenues has been noted, which has put the company on a vulnerable position in the market (ABC News, 2017). Their revenues have been found to have dropped recently, which is an area of major concern because as per the opinions of Chen, Pan and Ouyang (2014), in the growing competitive market, a fall of revenue leads to deterioration of the market position of the company. Therefore, this company has been chosen for analysing the key reasons behind their falling revenues.
2. Business Problem
The key business problem is that the company has faced a major downfall in their profit percentage for the fiscal year 2016-2017 (ABC News, 2017). This departmental store of Australia had predicted a large amount of sales that had assumed they would incur for that fiscal year; however, in comparison to that they only received a 20% of it, which was only $11.9mn (ABC News, 2017). This is an issue because this has
ought their market position down considerably, which has forced them to undertake an impairment change (Reuters, 2018). This is cu
ently, a major area of concern because they have analysed that the major reason for the same is the lack of attention of the organisation towards their online sites and business (News.com.au, 2017).
In the present era of high competitiveness, as mentioned by Chen, Pan and Ouyang (2014), a lack of focus towards the online platform and e-commerce strategies for a business are major loopholes in the business activities of any renowned business firms. It is so because, most of the firms and customers are presently, highly inclined towards the attainment of an online platform that is more user-friendly, convenient as well as timesaving for the customers, along with companies themselves (Awa, Ojiabo & Emecheta, 2015). In this case, the format of business problems will be lack of attention of Myer towards their online sites and business.
Viewing this significant area of operation for a business organisation, a study has been proposed here, which aims to focus on the importance of this strategy to enhance sales for business firms. The study will be conducted in the specific context of the renowned high-end departmental store of Australia, Myer.
3. Literature Review
E-commerce has become an extremely popular tool for enhancing the business all over the world. The strategies encompassed within this format of business are innovative and convenient for the use of the customers. Apart from that; as supported by Aleksandrovna, Fedorovich and Viktorovna (2016), the business organisations are also significantly being benefitted from these strategies. Papers on retail sector of Australia have indicated this scenario, most of them stating that the benefits of e-commerce have majorly been their enhanced
and recognition and the increment in their sales. Therefore, the use of e-commerce strategies has increased remarkably in the recent times, especially in the cases of the retail organisations.
As mentioned by Kozlenkova, Palmatier, Fang, Xiao and Huang (2017), some of the most effective e-commerce strategies are the use of social networking sites for marketing the products of the company, targeting the contemporary young customers, who use the internet quite commonly; and opting for mobile marketing. These strategies not only benefit the organisation by increasing their sales, but also help them to strengthen their relationship with their customers. Other than these, the choice of updating the official websites of the company regularly is one of the most basic e-commerce strategy.
However, as argued by Gregory, Ngo and Karavdic (2017), these require quite a lot of amount of knowledge about the area of e-commerce strategies to be used in the business. This implies that if the marketing management of the organisation is not well accustomed to the aspects and strategies of implementing e-commerce, then they can have a major failure in this field. As indicated...