MODULE:

eBUSINESS
ASSIGNMENT TITLE:
BRITELITE B2B
Submitted By:
SADIKUR RAHMAN
NCC Education ID No.
00145948
Centre Name:
BTEC, Al Ain Camp!
Table of Contents
Task 1: Research.............................................................................................................. 2
0
1.1 Online Lighting Sites:............................................................................................. 2
1.2 Bookmarks:............................................................................................................ 3
Task 2: Project Plan.......................................................................................................... 4
Task 4: Marketing Plan.....................................................................................................
4.1 Marketing O!jecti"e:..............................................................................................
4.2 Promotion Strategies:.............................................................................................
4.2.1 Bran#ing:.........................................................................................................
4.2.2 $%mail Marketing:............................................................................................. &
4.2.3 Banner '#"erts:............................................................................................... &
4.2.4 ()stomer Relationshi* Management +(RM,:....................................................-
Task : $lectronic .ata /nterchange................................................................................ 0
.1 $./:........................................................................................................................ 0
.2 $1am*les:.............................................................................................................. 0
.2.1 Or#er Processing:............................................................................................. 0
.2.2 Sales:............................................................................................................... 2
.2.3 Man)3act)ring:................................................................................................. 2
Task &: 4e! Technolog5 an# Logistic O*erations..........................................................10
&.1 6i"e 4a5s to $nhance Logistics 7sing 4e! Technolog5:.......................................10
Task -: Pri"ate stores 8 c)stomer *ortals.....................................................................12
-.1 Pri"ate Store:....................................................................................................... 12
-.2 ()stomer Portal:.................................................................................................. 12
-.3 BriteLite9s $%(ommerce Mo#el:............................................................................12
Re3erences.................................................................................................................... 14
Task 1: Research
Q: You need to do some research to familiarise yourself with the subject area and to gain some
ideas about how you can carry out the rest of the project. There are a number of eCommerce sites
that sell lighting goods to the retail trade. Use a maximum of 1 hour to reiew these resources.
1
!oo"mar" the releant sites and ma"e brief typed notes of information that you can use in your
assignment
Solution:
1.1 Online Lighting Sites:
Name of organization: #nline $ighting
Website: http:%%www.onlinelighting.co.u"
Descrition:
The company ensures a safe online ordering and a fast deliery for all of its products. #rders can
be cancelled as per the terms and conditions. #nline $ighting has a &ualified sales team to offer
re&uired help and adice online.
Name of organization: 'ottega
Website: http:%%www.mottega.com
Descrition:
'ottega uses the latest and the most secure online payment method in order to ensure safe online
ordering. (t allows customers to design their own custom lamps using nine different shapes) nine
da**ling colours) accents and base) and a ariety of different shades.
Name of organization: $ayla +rayce
Website: http:%%www.laylagrayce.com
Descrition:
The online catalog of $ayla +rayce includes lighting goods ranging from about ,1-- to ,.--.
Customers can order goods after creating a personal account. /hen an order is processed a
trac"ing number is proided to the customer and further notifications can be receied ia email.
0hipping is free on specific items only.
Name of organization: $ighting by +regory
2
Website: http:%%www.lightingbygregory.com
Descrition:
$ighting by +regory uses an adanced search tool that narrows down searches to brands) price)
finish) light source and style. (t also has an endorsed section by 1nergy 0tar that proides
ecofriendly lighting materials. 2ree shipping is proided for orders exceeding ,13-.
Name of organization: Circa $ighting
Website: http:%%www.circalighting.com
Descrition:
Circa $ighting uses state4of4the4art 00$ encryption technology to safeguard the security of its
customer5s online orders and for the safety of customer5s personal information. The website uses a
secure serer to encrypt the order details. 2ree shipping is proided on all orders.
1.! "ookmarks:
Task !: #ro$ect #lan
Q: 6roduce a project plan for the way you intend to complete the rest of this assignment. 2or
planning) use the timescale you hae been allocated for this assignment i.e. from the date you start
to the date you submit your assignment. 0ubmit a copy of your plan to your tutor "%&OR% you
proceed further with the assignment.
3
Task ': (arketing #lan
Q: 6roduce a mar"eting plan of no more than 17-- words which considers how the new !7!
eCommerce site should be promoted to both existing and new customers. (t should include a focus
on attracting new customers from oerseas countries. The plan should specifically address the role
of each of the following mar"eting actiities in helping to ensure the effectie promotion of the new
e4Commerce site:
!randing
4
Tasks Duration Da) starte* Da) finishe* Re+uirements
Task 1 1hr. 78
rd
'arch 78
rd
'arch /eb surfing
Task , 8 days 7.
th
'arch 79
th
'arch 6resentation
Task ' . days 7:
th
'arch 1
st
;pril <esearch
Task - 7 days 7
nd
;pril .
th
;pril <esearch
Task . 7 days 3
th
;pril 9
th
;pril <esearch
Task / . days :
th
;pril 17
th
;pril <esearch
Re0ie1 1 day 17
th
;pril 18
th
;pril <eision
14mail mar"eting
!anner aderts
C<'
0earch engine optimi*ation
Solution:
'.1 (arketing Ob$ecti0e:
6romotion of the new ecommerce website to !rite$ite5s current and prospected customers. ;lso
target oerseas customers and stimulate them to isit the company5s website.
'.! #romotion Strategies:
!rite$ite will use the following mar"eting actiities to promote the newly proposed e4Commerce site
to its current customers and prospects.
'.!.1 "ran*ing:
The process of creating a uni&ue identity for a product or serice in the minds of customers) aiming
to differentiate the products of one seller from another is called branding. (t inoles using names
or terms along with symbols or styles. !randing aims at creating a better image of the company or
the product it sells. ; good brand should coney a clear message to the customers in order to
establish its credibility in their minds. The customers would get motiated through better brands as
these brands can lin" the company5s target forecasts sensitiely. This in turn solidifies the loyalty of
customers towards the brand. !rand schemes need to be incorporated where eer there is any
communication with the public. (n order to achiee higher sales) the company needs to strie to
expand its brand awareness.
'.!.! %2mail (arketing:
;s the name suggests) email mar"eting refers to sending mar"eting messages to customers ia
email. This is the cheapest way !rite$ite can pursue to promote its e4commerce site. 1mail
mar"eting generally comprises of sending adertisements) soliciting sales) etc. through email

messages and is intended to construct loyalty) reliance) trust and increase brand awareness. (t can
be used for the following:
#btain new profitable clients and also conince existing customers to buy more products
during sales seasons.
Transmit messages ia email aiming to enhance and solidify the relationship with existing
and former customers. This would result in increased customer loyalty and continuous
business.
;dertisements and lin"s to the e4commerce site can be included to messages transmitted
by other businesses in the field to their customers.
1mail mar"eting can reach to a large number of subscribers with the least cost and time
re&uired.
'.!., "anner 3*0erts:
; banner ad is a "ind of web adertisement where banners of different si*es containing ads are
embedded on web pages. The intention behind web banners is to pull more traffic towards the
adertiser5s website. /hen net surfers clic" on the banner a hyperlin" ta"es them to the intended
web page. 1nticing animations are used on banners to snatch the attention of surfers.
!rite$ite can attract net surfers to its e4commerce site using the following:
=oin a networ" where different entities agree exchange banners between their websites.
This would create a massie flow of traffic from other web pages to the !rite$ite e4
commerce site.
!rite$ite can also recogni*e potential sites that are lin"ed to the lighting industry and pay
them to post !rite$ite5s ads on their web pages as this could bring in more genuine and
profitable customers.
;lternatiely) !rite$ite can pay adertising networ"s to display its banners.
&
'.!.' Customer Relationshi (anagement 4CR(5:
Customer <elationship 'anagement refers to the management of an entity5s relations with existing
and prospected customers. C<' model of mar"eting see"s to trac" and ealuate customer
actiities oer online searches) emails) social networ"s) etc. in order to collect information about
their preferences and priorities. These data can be used for pricing products and serices)
customi*ing different promotions to meet customer expectations and deeloping new products.
!rite$ite can perform the following to improe its relations with online customers:
Use information gathered through online trac"ing to delier personali*ed products and
serices.
;naly*e customers5 earlier buying behaiors to recommend them new products.
6ublish catalogues for new products that might be of interest to the customers and entice
them to purchase.
4..! Search %ngine Otimization:
0earch 1ngine #ptimi*ation refers to the process of ma"ing a website appear among the top
search results for any search in search engines. 6lacement in search results can be purchased
from search engines. 0ometimes adertisement space for banner ads to be displayed on search
results page can also be purchased.
!rite$ite can optimi*e its search results using the following:
(ncrease search engine ran"ing by using more common e4word phrases on the website.
6urchase a placement among the top 1- listing for common search words related to
lighting.
;lso pay for banner spaces on search outcomes pages.
#pting for locali*ed adertising on search engines can also generate more online traffic
and subse&uent sales.
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Task -: %lectronic Data 6nterchange
Q: 6ut together an oeriew of no more than 3-- words that explains what 1>( is and briefly
describes T?<11 @8A examples of how it can be used oer the (nternet to help streamline business
processes.
Solution:
-.1 %D6:
!ac" in the 1B9-s) enhancements in the communication technology enabled organi*ations and
entities to transfer encrypted business information in a standard format oer computer networ"s.
This type of electronic commerce came to be "nown as electronic data interchange or 1>(. Using
1>() entities could send and receie inoices) re&uests for &uotations) bills of lading) purchase
orders) etc. among their business partners. !usinesses either used networ" connections directly
with their trading partners or they subscribed to any alue4added networ"s. ; alue4added networ"
refers to an independent entity proiding networ" and transaction facilities that enables businesses
to receie) store and forward data among partners inoled in 1>(. 1fforts were made to
standardi*e the information sets that were transferred between entities. ;s a result) the ;0C C17
and the UD%1>(2;CT standards were deeloped by the ;merican Dational 0tandards (nstitute and
the United Dations. The high cost of executing 1>( and the subse&uent networ" operating costs
made it difficult for many companies to use 1>(. !ut with the adent of internet) firms could moe
their 1>( traffic oer it at a lower expense. (nitial security concerns and absence of third4party
erification of the transmission of messages hindered some entities from using the (nternet. ;s the
internet protocols and other encryption processes enhanced) security was no longer an issue. 1en
though 1>( forms the basis of electronic commerce) in recent times it is facing a gradual decline as
businesses are increasingly moing oer to internet 1>( using electronic business C'$
technologies.
-.! %7amles:
-.!.1 Or*er #rocessing:
Using 1>( to process orders reduces the number of steps) time) errors and money spent on
processing and fulfilling orders. /ith manual paper4based systems there is a lag between when the
0
order is receied) the necessary documents drafted and the order filled. Carrying out this process
electronically eliminates the lag and hence results in shorter cycle times) and reduced errors as all
the data is entered in a predetermined format. 0horter cycle times result in faster electronic billing
and a better cash flow position. Using 1>( also allows business partners to trac" the progress of an
order. @Eentana <esearch) undatedA
-.!.! Sales:
The sales process inoles a lot of arious tas"s carried out by arious people. Using 1>( to
streamline the process eliminates a lot of the wor" done by employees) reducing human
interention and eliminating most errors. 0ales order placement and processing can be done
automatically) with 1>( documents sent and receied between organi*ations without the need for
staff to interfere.
-.!., (anufacturing:
!rite$ite currently has a lot of manufacturers spread worldwideF currently they would be managed
and communicated manually. Using 1>( to communicate and manage the wide spread
manufacturers can result in easier) cheaper order placement and supplier management using the
same system. 1>( can also facilitate comparison between suppliers as 1>( software can obtain
&uotes more &uic"ly and ma"e comparisons automatically) proiding alue for money for !rite$ite
and its customers.
2
Task .: Web Technolog) an* Logistic Oerations
Q: 6roduce a list @of no more than 3-- wordsA that describes 2(E1 @3A different ways in which the
use of web technology could potentially improe the logistics serices used by BriteLite to delier
their lighting products to retail customers.
Solution:
..1 &i0e Wa)s to %nhance Logistics 8sing Web Technolog):
$ogistics mainly inoles managing the moement of resources from the production point to the
final destination. <ecent technological inentions hae changed the way businesses deal with their
complex logistics serices. !rite$ite can enhance its logistics serices using the following
technologies:
" Dumerous warehouses and transportation hubs can be controlled form a central location
using web technologies. This would help !rite$ite to reduce expenses and minimi*e a wide
range of complex tas"s that are inoled in arious site processes. The employees would
get more time for performing other important operations. ;lso) computeri*ed programming
of procedures and processes in warehouses and storage rooms can simplify the logistics
inoled.
" The need for customer serice representaties can be eliminated by automating the
information update of customers5 orders on their respectie user accounts. !rite$ite5s
customers can easily "now the status of their orders as to which cargo is carrying their
goods) the current position of the cargo) and the time it would ta"e to reach them. (n this
way customers can "eep a better eye on their shipments and rely less on customer care
representaties.
" 1nhanced ealuation) channeling) displaying) tracing) and subse&uent assessments after
delieries can optimi*e !rite$ite5s logistics serices. !rite$ite can set up a feedbac"
mechanism from its customers online so that it can create an opportunity for "nowing the
leel of its customer satisfaction. 2urthermore) other isitors to the site would deelop a trust
in the company5s e4commerce.
" (nstigating =ust4(n4Time @=(TA production software in logistics management. =(T can help
!rite$ite to purge out processes and actiities that do not contribute to creating alue. =(T
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ma"es sure that supplies and materials are brought in the exact amount needed and at the
exact time when they are re&uired. Using =ust4(n4Time approaches) !rite$ite can ensure
that the process of receiing its finished goods in warehouses and the subse&uent
distribution of these goods to its retail outlets is continuous and simplified. (n addition) the
&uantity of goods manufactured can be increased or decreased according to the changing
needs of the customers.
" (nstalling +60 or global positioning satellite technology in !rite$ite5s catering ehicles would
allow the company to trac" and superise the transportation process from a central point. (t
would also reduce time and cost by proiding timely direction and road mapping to the
driers. The company can recogni*e any misrouting or non4functioning of its ehicles and to
what extent the driers are carrying on their job.
11
Task /: #ri0ate stores 9 customer ortals
Q: 6roduce a note @of no more than 3-- wordsA that defines a private store and a customer portal
and describes how they might be used on a website to enhance the leel of serice offered to
customers in a !7! enironment. 0elect which of these models you beliee might offer the greatest
potential for use on the BriteLite eCommerce site and gie the reason@sA for your choice
Solution:
/.1 #ri0ate Store:
; priate store is a website that offers specific products to its members at a discounted price. 0ome
priate stores proide free membership to customers while others charge a sign up or subscription
fee. Customers login to their personal accounts with a password to access a ariety of deals form
arious brands. 0ince these deals do not appear on search engines) big businesses find it
profitable to sell their products to a limited group of customers. Customers can be grouped so that
each group is charged a different price based on their condition. 'onthly newsletters can be
circulated so that customers remain enticed. The rules regarding sales and payment can be
customi*ed based on customer re&uirements.
/.! Customer #ortal:
; customer portal is basically a priate store with many additional serices to increase customer
satisfaction. Customers can get their &ueries answered) report problems) discuss issues with other
customers) access product user manuals) and get maintenance or repair guidelines along with a lot
of other serices. /ith customer portals) businesses can reduce duplication of serices that were
preiously ineitable in physical mar"et places. Customers can place orders) chec" their order
history and trac" their order status at any time conenient to them. !usinesses can proide
customers with customi*ed contents in their profiles to cater to their changing needs.
/., "riteLite:s %2Commerce (o*el:
!rite$ite needs to proide an online customer portal to its customers. This would help in creating a
better customer satisfaction leel. 0ince customers can access self4serice tools on the web portal)
!rite$ite can cut down the cost needed to proide customer serice. Customers can login to the
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portal around the cloc". This would ensure better customer retention. Chatting and other sociali*ing
tools can be integrated into the portal to ensure that customers "eep isiting the site. !usinesses
can be proided with guidelines regarding product specifications. User accounts can be proided
with personali*ation options. This would delier a captiating online user experience to the
customers. ;n abundant olume of online catalogs and content across different routes is essential
to proide support for the sales process. The bul" of online users should be segmented on the
basis of location) business agreements) business type) etc. in order to proide tailored ersions of
the portal pages thereby meeting their demands. This would also help !rite$ite to expand their
sales by offering specific offers and promotions that is of interest to other businesses.
13
References
http:%%www.onlinelighting.co.u"
http:%%www.mottega.com
http:%%www.laylagrayce.com
http:%%www.lightingbygregory.com
http:%%www.circalighting.com
http:%%en.wi"ipedia.org
0chneider) +. @7--9A Electronic Commerce. 0eenth 1dition.
14