Internet Marketing Plan for River Island

E-Business Strategy 1
Internet Marketing Plan for River Island
E-Business Strategy 2
Table of content
Introduction…………………………………………………………………………………..3
Impact of E-Business strategy on Business…………………………………………………..4
Expectation of Internet Customers……………………………………………..……4
Integration with the Existing business processes……………………………………..5
Analysis of Logistics Processes………………………………………………………5
Resources required for Website maintenance and support…………………………...5
Implementation Strategy……………………………………………………………………..6
Planning for Website designing……………………………………………………....6
E-marketing and Promotion strategy……………………………………………..…..7
E-supply Chain Management Strategy…………………………………………..…...7
Integration with the Existing System…………………………………………..…….8
Protection of Business………………………………………………………………..………8
Risk from E-business and measures to control…………………………..…………..9
Future Development in E-Business………………………………………………..…………9
Mobile technology and impact of XTML on E-business………………….…………9
Impact of supply chain integration and e-business on international competencies…10
Conclusion and Recommendation…………………………………………………………..10
References…………………………………………………………………………………..11
E-Business Strategy 3
Introduction
With the increase enhancement in the field of technology, it has been considered
essential by the businesses to implement such technology in their business processes. Further,
the increasing demand from the customers regarding the better quality of products and
services delivered to their doorstep has also necessitated for the businesses to implement the
e-business strategy in their business processes. E-business which is commonly known as
electronic business implies the application of information communication and technology in
the business processes, for the purpose of supporting various business activities undertaken
by the organization. E-business does not simply mean buying and selling via internet, rather it
is a much broader concept and requires the integration of business activities with the internet
and related technologies so that the business activities can be performed in a superior manner.
In simple words, it implies development of new ways of doing business by innovatively
exploiting the various aspects of the information communication and technology. With the
changing business environment, business organizations are compelled to develop new
strategies and business models to remain competitive. The integration of business activities
with the latest development in the field of technology enables the organization to serve its
customer in a totally different manner in comparison to the traditional method of business. It
helps the businesses in the achievement of competitive advantage over others by providing
them the opportunity to meet the customer needs in a more effective manner. Along with the
advantage that is experienced by the businesses from the rapid development in the field of
technology, there are certain issues that have also emerged from the e-business policies such
as security related issues, privacy, regulatory, legal and ethical issues as well. As such the
integration of the business activities with the information technology should be done with
great care in order to achieve maximum advantage out of it (Li 2007).
This report is basically concerned with the development of an internet marketing plan
for River Island, a fashion conscious chain of retail stores. The current website of the
company is basic and does not support the e-commerce transactions. As such, the report is
basically concerned with the development of an internet marketing plan, which will cover
various topics such as the impact of e-business strategy on the business, strategies for
implementing the internet marketing plan, measures for the protection of business for
minimizing the security related risk and also the future developments in the field of e-
E-Business Strategy 4
business. Finally the report concludes with a conclusion and the recommendations on various
aspects of e-business strategy.
Impact of E-Business strategy on Business
In this competitive era, the successful implementation of e-business strategy can lead
an organization to achieve competitive advantage over others. E-business is one of the most
important ways for the businesses to leverage the new market opportunities. E-business leads
to the transformation of entire business processes, as it not only considers the reengineering
of the existing business processes, rather it also helps in designing and developing new ways
of performing various business processes. The traditional way of doing business ranging from
the sourcing of raw materials and developing new products to acquiring human resources and
managing customer relationship has totally been changed with the innovation in the field of
technology. E-business facilitates the establishment of real time connection with various
entities such as distr 


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