IN CONTEXT COURSEWORK
The purpose of this report is
to explain the use and importance of 8 unique features of E-commerce technology
within the website of MC Ltd. According
to an article on Network Solutions, Selling Online accessed
on the 25/10/17, E-commerce is the any type of business or commercial
transaction that involves the exchange of information online or across the
internet. E-commerce allows the consumers to exchange of goods or services with
no time barriers or distances across the world. The Internet itself is a
network of thousands of networks and computers linking businesses, educational
institutions, governments and individuals using various websites Laudon, C.
and Traver G. (2017), E-Commerce and the web itself a popular service providing access to
information, goods and services across the world.
MC Ltd is has ubiquity that
its website can be accessed anywhere in the world using their website address
mcltd.weebly.com. The home page has tabs for the user or consumer to click for
the any information that is required. The ubiquity with e-commerce reduces
transaction costs and convenient for the customer. This ubiquity allows the
company to allow products and services to be available virtually all the time
to have an advantage over other competitors in the market, Encyclopedia.com
The company’s website can be
assessed anywhere in the world and at any time, so consumers can browse to
their satisfaction. The global reach with the company website enables cross
border, cultural and multi-national reach for users. According to Collins
English Dictionary global reach of a company or industrial means the ability to
have customers in many different parts of the world. In additional E
Commerce.com 07/11/2017, the internet permits commercial
transactions to cross cultural and national boundaries which also increases the
reach of the business. The Internet aids e-commerce for customers living
anywhere so long as there is internet access as opposed to physical brick and
mortal companies. The internet allows
cheaper advertisement cost anywhere in the world without extra expense compared
to local television, radio and newspaper specific to local area.
1.3 Universal Standards
The company has universal
standards on its website whereby the information is presented in English also
in manner that is straight forward to access the information wanted. According
to the European University website accessed on the
25/10/17, due to the universal
standards set on the internet this helps lower entry market costs for the
supplier and lower search costs for consumers. This is further sited by UNITAR
International University website, that this benefits buyers with reduced search
costs and price discovery. The reduced search costs come about as products in
the market are located all over the world and price discovery as that price
accepted in the market place by both the seller and buyer.
The company’s website has
enough information richness by providing its history and allowing users to
assess inside what the company is doing and to follow them online. The website
further provides text, audio and video for the consumer easy of browsing
without the company incurring further costs which would easily be passed on the
consumers. According to Daft and Lengel (1986) define information richness as
“the ability of information to change understanding within a time interval” and
this is based on how feedback can immediately be received, channels available,
language website use, and the degree information is focused on the recipient.
MC Ltd is interactive as its
users when accessing, have the chance to fill in a form online and request any
further information that is not available on the website or any other queries.
This interaction between the MC Ltd and consumer helps both ways to access the
right specified goods or service that the consumer would require.
1.6 Information Density
The website has enough
information density for the consumers to satisfy themselves about to the
products that company sells and services it provides so that these can be
compared to other competitors if there is a need.
Personalisation is main
objective of the company to modify cars according to the owner’s specification
and liking. The company involves the consumers in the process for them to
obtain what they want. E-commerce allows the personalisation of the MC Ltd
website to target individuals as well as groups without extra costs. According
to the Retail Minded website accessed 08/11/2017, the trick with E Commerce is
who fast it’s changing to make the lives of consumers to be simpler and easier
in the market place. MC Ltd is using
social technology trends which are aiding the company with apps and social
media like youtube, so that the consumer can visually see what is on offer. The
company’s website also gives an opportunity for consumers to provide feedback
which allows MC Ltd to tailor to the consumer’s needs for the future.
2. The importance of
social-commerce technology to create competitive advantage for MC Ltd
technology is the process to encourage your potential
customers to become fans of your company’s products or services. This process
is a way of making these customers engage with your business in a way of
trapping them, Laudon C. and
Traver G. (2017). This process expects to
encourage these fans to also pass on the goodwill word regarding these products
or services so that the company creates a fanbase in the market that is better
than its competitors through sales or services.
The above authors break down this process into five steps i.e. fan
acquisition, engagement, amplification, community and brand strength (sales).
2.1 Fan Acquisition – MC Ltd has used its website by using colourful images and
tabs inviting consumer to browse and acquire the required goods or services. This
is the way by which sellers try to attract consumers through processes like
advertisement using the social media. These
ads are done through sites like Facebook, newsfeeds, and pop ups extra these
invite participants and promise them gifts like coupons, contests or free
services and gifts, for inviting friends or family.
2.2 Engagement – MC Ltd uses
next stage of the process with their website making consumers look at the
products and services it offers. This makes them browse through goods or
services with various tags whereby they can also interact with the sellers for
2.3 Amplification – At this stage
MC Ltd uses pages like review tab to show satisfaction of customers already
served expecting charter between themselves on the web with satisfied customers
to new or expectant customers.
2.4 Community – MC Ltd
website is easy to access and keeping web browsers busy with a web page for any
inquiries with slogans “we would love to hear from you, please feel free to ask
any questions by filling in the form bellow”, hence a form fill in for ease of
2.5 Brand Strength (sales) – MC Ltd after achieving above stages, the end game is
increasing sales and broadening the business in market. The website has got a
page offering offers for products and services which are current.
On the other
West Media website accessed 08/11/2017 published a blog that social commerce is the use of social networks
within the context of e commerce transactions with 6cs of social commerce.
These include content, community, commerce, context, connection, conversation
and further commitment.
Content – this refers to the relevant information that is offered on
MC Ltd website that consumers rely on for goods and services.
Community – this again refers to the internet where both the MC Ltd and
consumers use the social network to communicate with the network using social
Commerce – that is developing business (MC Ltd) to consumer
transactions and dealings between business to business (MC Ltd wholesalers) via
a transactional web presence.
Context – MC Ltd on its
website information is simple and clear consumers with web pages like the Home
page, “About us” regarding MC Ltd, Products offered, Gallery of different
products and services, Review pages, special offers and how to contact MC Ltd.
Connection – MC Ltd would like to develop relationships with its
consumers and future consumers as compared amplification above regarding
developing, retention and new consumers hence the button for contact.
Conversation – Once the company has connected or attracted consumers they
must use social media to keep them interested with products and services using
tabs like “Like” to keep them browser MC Ltd website.
significance of digital marketing when developing an e-commerce website
Laudon, C. and Traver G. (2017), there are some factors that MC Ltd must consider
when development an e-commerce website: –
your revenue and budget
ii. Are your
primarily B2B, B2C or both
iii. Do your
products or services on any marketplace
experience and design needs i.e. research, design site architecture and
for example catalogue management, content management and personalisation etc
vi. Do you
use 3rd party integrations e.g. email marketing, accounting,
customer relationship management etc
vii. MC Ltd
must know their goals whether the website growth is short or long term
When developing a website, MC Ltd should
devise a strategy by defining exactly what it wants to achieve. According to
Blyth A (2013) “once you are clear about what you want to achieve and what your
visitors want from your site you will be able to devise your site
architecture”. Chaffey D (2006) further adds that its “needed to provide
consistent direction for an organisation’s e-marketing activities”. MC Ltd
should first consider SWOT Analysis for strategic development for the digital
marketing website. Laudon C and Traver G
(2013) developed a website system development life cycle which MC Ltd should
Laudon, C. and Traver G.
According to the authors in the system
development life circle, the system analysis stage is where MC Ltd will start
with the planning or the idea of how the garage website will look like and what
they want the customer to see. In the analysis stage MC Ltd to review, identify
improvements and development requirements, functional and behaviour models
etc. In the system design and building
stage this consists of the plans or architecture of the website with detailed
models of the website, application specifications and project standards. This
is followed by implementation, testing, project sign off with checks and
balances of the website.
Furthermore, the following below should be
considered in the development of an MC Ltd e-commerce website: –
i. Responsive Design i.e. consideration
should be given mobile users as a lot of customers are using mobile devices to
do their shopping
ii. Support Guest Checkouts must be
included in the development as not all customers would want to create an
account but just to shop and check out and for the customers who create
accounts a follow up should be created as this normally leads to further sales.
This account creation will help MC Ltd with Email Marketing to show brand
awareness, showcase new products, offer specials and advertise upcoming sales.
iii. Site search is important and allows
the customer to search for what they are looking for, so different pages for
different products for ease of the customer browsing
iv. Security is essential in the form of
encryption as customer credit card and payment details need to be secure
v. Optimize site performance is essential
as browse speed due time constraints, sites should be able to load easily. It
would be helped if MC Ltd used search engines like google for quality of
above with website system development life circle set in place MC Ltd must look
at the e-commerce website search engine optimization trends in the market or
ones expected in the market for the website to stand out. Its important to look
out for search engines that would generate traffic towards the company. Search engines like google would be an
advantage due to speed to boost your market. MC Ltd product and service pages
would be the contact between the company and the customer. The site should also
support and allow updates accordingly, so the customer receives the latest
information regarding MC Ltd products and services. According to Computer
Weekly.com it’s important to create content that is shareable, also engaging to
consumers and the structure of website which makes online shopping easy and
pleasant. With the development of website consideration should made to make
room for the use of social media like Facebook as this is main trend for
websites due to advancing technology.
4. Address key areas the management needs regarding
security and legal issues.
to Laudon and Laudon (2015) Security refers to the policies, procedures, and
technical measures used to prevent unauthorized access, alteration, theft or
physical damage to information systems”. Developing a website companies should
be aware of security risks that the internet poses. Internet threats come in
form of viruses, worms and trojan horses. Further some programmes are developed
as adware, spyware and malware to advertise, spy and disrupt internet systems.
Hackers develop programmes to phish to gain confidential information, some are
used for cyber vandalism and others for credit card fraud or identity theft.
Laudon and Laudon further advise on control methods, policies and organisational
procedure that needs to put in place to counter security threats.
4.2 In 2016 there were various cyber-attacks including ransom
attacks from security organisations, hospitals and the USA elections. The top
five internet attack trends in 2016, the first attack on a billion users of
yahoo which was breached twice putting internet users at risk. Yahoo had to ask
its users to change their passwords so that their financial, personal and email
would be secure. The next attack was
ransomware whereby there was a 600% rise according Computer Weekly.com, with
40% of businesses attacked with only 50% of those business recovering their
data and only 5% of them managing to pay the ransom though detection-ware has
improved in 2017. The main businesses which were attacked were small and medium
size businesses as the big ones are much aware of the security concerns due to
having bigger budgets. The third one was
the failure for companies to implement the long-time website system development
life cycle. The web development life cycle is supposed to be implemented throughout
the company’s life time to iron out the weak spots and managing security
threats. The fourth issue in 2016 was regarding web security due to the
shutting down of internet sites for companies both profit and non-profit. This situation was caused by new devices like
mobile technology and architecture structure which presented vulnerabilities
where malware stole around $50millions worth of bitcoins stored in block
Security versus adaptive future threats
trends in 2017 should include creating intelligent systems recognizing the
continuous stream of big streaming data.
These intelligent systems or artificial intelligence should be able to
learn and improve to attack, adapt and manage these alerts or treats. The
future threats include cloud security as a lot of companies and the public are
using borderless technology for various activities. According to Artic Wolf
Networks online the next trend which could achieved by year 2020 is by
companies outsourcing security as a primary choice. Cloud security in the future is supposed to
be cheaper, faster, better for generic use purposes as majority of companies do
not have the capability and knowhow to manage cyber security. The one trend in
e-commerce website development for the near future which analysts on the
internet are discussing is called Mesh app and service architecture (MASA).
This is where there is a dynamic connection between people, service, technology
with a service driven architecture with a mesh connection technology.
on Computer Weekly.com further suggests starting with a secure web server
configuration and Microsoft provides a free Baseline Security Analyzer and
benchmarks with scoring tool guideline which checks for missing security
updates. They also advise to protect web servers with layered defences with
applications like firewall, intrusion detection system, antimalware and
antispyware. Microsoft further recommends for security static and dynamic code
analyse which comes in practise during the website development life cycle to
test for vulnerabilities and logic flaws. To further implement a web server
digital certificate so that all traffic to travel over SSL/TLS to avoid eavesdropping
and cyber-attacks to provide the highest level of assurance. Security of
credit, debit and cash card transactions to be protected against misuse of
their personal information using a Payment Card Industry Data Security System
(PCI DSS). In addition to this security to implement a Distributed Denial of
Service (DDoS) plan to prevent attacks with cyber technology from companies
such CloudFare or Prolexic which develops faster than the attackers.
This report introduced 8 unique features of e-commerce technology with MC
Ltd website development. E-Commerce is a business that involves the exchange of
information or service online as this allows the exchange of goods and services
no barriers across borders. Further
social-commerce technology encourages potential customers to become fans of the
company’s products and services. Social commerce uses website platforms which
must go through website system development life cycle. Internet websites must
be protected due to various attacks by developers and hackers to keep customer
information and details safe from any threats