- To examine the concept and relevance of e-commerce with th...
To examine the concept and relevance of e-commerce with the help of Tesco Direct case
The internet has become a truly interactive medium and
consequently, is opening new avenues and opportunities for
organizations (Harry, 2001). Web sites are used for many purposes.
Organizations use their web site to provide information to their
stakeholders about the organization, ranging from its origin,
business mission and areas of activity, standards and values,
brands, financial performance, job opportunities and contact points
through to quite specific information about products and their
applications. E-commerce involves the use of web sites and e-mail
to inform customers about a product, solicit their questions and
accept their questions directly through the electronic medium
(Karayanni & Baltas, 2003). In simplistic terms, e-commerce is
the concept of selling and making transactions on the internet or
the World Wide Web. The transaction can take any shape or form and
can be between business to consumer or business to business.
'Online sales are not just the wave of the future: They're the wave
of the present.' You should be riding that wave.' (Simmons,2007;
pg76). The study examines the relevance of e-commerce within the
context of current business climate. It takes the case of Tesco.com
and Tesco Direct (Tesco's online subsidiary) to highlight the
importance of e-commerce activities.
The most powerful internet marketing ideas are simple, and
adhere to the same rules. Creating simple, but powerful
differentiation in the minds of the customers, staff, all of the
stakeholders, requires a clear and compelling message that is
expressed in everything a company does; from product to service,
through environments, to the people they hire and the way they
market themselves. Maintaining this simplicity throughout the
complex online transaction processes is a considerable task which
requires absolute focus, passion and conviction. Although
E-commerce does increase sales and is a good medium to communicate
with the customers, it is slowly becoming as competitive as
traditional retailing / selling. Organizations need to have
compeitive strategies, resources and execution abilities to be
successful in their web commerce activities. Because of the
internet, the speed of the business is accelerating all the time.
Online shopping has led to even faster cycle times and cost
reductions. To beat competition, organizations have to work faster
and smarter with their e-commerce activities. Successful e-commerce
sites have an eye on desirable economic outcomes and successful
organizations make sure that they establish what they are trying to
accomplish with their online marketing efforts.