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Unit Assessment
Information
: HND Diploma in Computing and Systems
Qualification Development
: Unit 1Business Skills for E
Unit Code & Title commerce
Retail Industry is a highly growing industry in the Sri Lankan Business Environment where
Ocean Market (pvt) Limited is holding a fair share of it and is operating as an in-store Super
Market business of retail items specially focusing on textiles, cosmetics, accessories,
computer accessories, baby items, stationery items and a variety of food products.
Due to the high growth of the E-business in the industry, the management of Ocean Market
understand that their customers are giving up on them and move to other competitors due to
the unavailability of e-commerce facility in the organisation.
Therefore they decided to get their customers back in and develop their business which
matches the present context of electronic business.
Assume that you have been hired by Ocean Market (pvt) Limited as an E-commerce
Consultant to provide an e-commerce solution to achieve higher business results. Therefore,
you are required to write a professional management consultancy report addressing the
aspects mentioned below with relevant judgments wherever it is appropriate by critically
evaluating the context.
Chapter 1 Organization Profile
You must manage your study and submit the report within the assigned
time duration (D2.3)
You must demonstrate your autonomy/independence through the report
by crafting an individual documentation. (D 2.1)
All rights reserved ESOFT Metro Campus, Sri Lanka Page
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TABLE OF CONTENTS
TABLE OF CONTENTS............................................................................................................v
LIST OF TABLES...................................................................................................................viii
ABBREVIATIONS....................................................................................................................xi
EXECUTIVE SUMMARY......................................................................................................xii
1.1.1 Procurement............................................................................................................13
1.1.2 Sales........................................................................................................................14
1.1.5 Logistics.......................................................................................................................17
Conclusion................................................................................................................................59
Appendices................................................................................................................................60
References.................................................................................................................................70
ABBREVIATIONS
This report is a generalization of the research done for assessing the feasibility and applicability
of an e-commerce solution for Ocean Market Pvt Ltd. The aim of this report is to analyze,
compare, and evaluate the best fit solution for Ocean Market to help them hold its potential
customers by means of e-commerce. The report describes key areas of e-commerce, and business
aspects giving detailed information on the nature of e-commerce and its impact.
The analysis done for investigating the market potential of Ocean Market and the feasibility
criterias in chapter 4 of this report shows that such a system is viable and is capable of achieving
the aim of this report by providing positive results that promotes the proposed solution. The
report goes further up to show that, while such e-commerce systems could help the company on
their business problem, there is a wider impact from e-commerce to the society. But, it proves
that the majority of the impact is positive for the society, customers, and for the business.
However, the outcomes of the business depends on the design and features of the system that this
report promotes, so the final parts of this report addresses the features and functionalities of the
proposed solution to meet the business needs.
1.1.1 Procurement
The main objective of the sales department would be to apply strategies to sell the products that
was purchased for resale, and maximize the profit for the company (Chand 2015) as shown in the
diagram below.
The duty of financial department is to manage finance activities (Jasmith 2011). The table 1
below explains 5 of the functions that must be carried in Ocean Market (OM).
Function Description
The finance department must estimate the capital that would be required
Estimation of
for the company for maximizing its profit.
capital
Things like future programs, expected costs and policies should be taken
requirements
into consideration in the estimation process.
Determination of The capital structure is the companys debt-to-equity ratio. Therefore, the
capital finance function must analyze short-term and long-term debt equity.
composition
When in times the company requires additional funds, the financial
department must decide which action to take out of various options such
as:
Choice of sources
Issuing of shares and debentures
of funds
Loans to be taken
Marketing activities help create demand for the companys products and services [by making
them aware to the people] (Snedaker 2013: p.246). The major concerns of marketing are
referred to as the four Ps of marketing as demonstrated by the table 2 below, while applying
them to OM.
Function Description
Logistics is part of the supply chain management that controls forward and reverse flow of
products between the points of origin to destination in OM (Transfreight 2009) as illustrated in
the following diagram.
IT department manages the computers, networks, and other technical areas of business. They are
responsible for the architecture, hardware, software, and networking of computers in OM. Some
of the services of IT are illustrated in the diagram below.
Figure 4: IT Services
Source: Basu (2011).
Any organization has a mission which states its purpose, this purpose is the future goal of the
organization which will also be the aim of it (Riley 2015). A typical aim of a retail store such as
OM would be to add value, expand their business by increasing their product range and
employee base. These business aims are achieved by setting business objectives which are
reached once business plans work in day to day activities (Business Case Studies 2015). As an
example, the table below shows how an aim of adding value to OM would affect other sub-
objectives of the company.
Joseph (2015) mentions that the objectives involved are mainly about profitability, retention,
efficiency, and growth of the company. Whichever the objectives set, they all must exhibit
certain characteristics known as SMART described in the table below.
Table 4 (Continuation)
A stakeholder is any group or individual who can affect or is affected by the achievement of the
organizations objectives (Freeman 1984: p.46). So when a business sets up new objectives,
those objectives should benefit all the stakeholders of the business as long as it benefits the
company. Some examples of internal and external stakeholders have been provided in image
below.
Both developing and developed countries have barriers in implementing e-businesses, but while
developed countries have facilities to overcome those barriers, developing countries like Sri
Lanka (SL) must deal with issues such as trust, security, supplying personal information,
computer literacy, language, awareness and accessibility (Ceylontoday 2013). Together with the
front runners such as Wow.lk and Takas.lk, SL now has about 20-30 e-businesses in the industry
(Team YS 2013). However, these local e-commerce portals falls into three categories as
described in the following table.
An e-commerce solution must contain special options that lets its users to make a purchase
online. The e-commerce solution provides functionality to all of the functions that are listed in
the table below.
This system must let a bank or other payment service to carry out the process
that verifies and facilitates the payments.
Table 7 (Continuation)
Product Product management is the main thing that an e-commerce solution must
Management provide functionality to, and must provide features required for product
placement, order fulfilment and so on.
This feature defines the product via a set of standard fields provided in the
points below.
Product code
Category
Subcategory
Description
Image
Sizes available
Price
Pieces in stock
The e-commerce solution must be able to gather information from the
registration database, from the basket, delivery information, and verification
data and summarize them to a form identified by a number (order number).
Each form includes information as shown in the points below.
Payment information
Table 7 (Continuation)
The e-commerce solution must provide back office functions such as enabling
to search and sort orders by:
Listing Orders Customer
and Customer
Order status
Details
Date
Payment
Source: Authors work adopted from Engitel (2014).
Table 8 : Comparison of benefits and risks for properties of e-commerce for an organization
Property of e-
Benefits / Business Outcomes Risks
commerce
The e-commerce solution can help the The ability to supply for the
company reach customers from around the demand decreases as the
Global Market
world that helps it to increase revenue thereby market expands and will
Place
allowing it to be expanded and deliver a wide result in stock controlling
range of products to its customers. problems.
Setting up a virtual store doesnt cost much The company will have to
when compared to a traditional store. The e- risk their business on a third
commerce solution sets the company free from party who provides server
Low start and
hiring and maintaining a physical warehouse facilities, or they would
running costs
where the company could reduce the price of have to afford their own
their items in turn. server and maintenance
cost.
Table 8 (Continuation)
In the other hand, the consequences e-commerce solutions will result in altering the risks and
benefits of the consumers too. This impact is analyzed by evaluating the risks associated for the
benefits they get in the following table.
Jaspalsingh8 (2015) mentions that the impact of e-commerce on society could be divided into
two categories as positive impacts and negative impacts as described on the topics followed.
Patterson and Wilson (2000) cited by Raj (2009: p.91) mentions that, as ecommerce improves
the quality and flow of information and communication, there is a good reason to expect that the
e-commerce will have positive impact on the society. Some of such positive impacts have been
described in the table 10 below.
For example, Casey and Morgan found MixedMade which is a company that
started selling hot sauce to people, and makes $ 170,000 within a year using
the help of e-commerce (Schreiber 2015).
Table 10 (Continuation)
In the report, its author Tay (2000) summarizes the benefits of e-commerce
Helpful for
for disables and aged people claiming that internet and other electronic
Disables and
document accessibility let such people reduce the impact of transport and
Aged People
building access barriers, and allow deaf people, people who cannot read
English, and people who cannot turn pages to access the information they
need.
The report further states that services of e-commerce such as bill payment
could be used by disables and aged people.
Table 11 (Continuation)
(Karake-Shalhoub and Qasimi 2007: p.55) shows out that e-commerce would have significant
consequences on social structures of the country as its growth has made changes in the social,
economic, and political fabrics of societies all over the world that leads to the conclusion that it
constitutes to a number of threats with wide ranging negative implications across numerous areas
Those facts proves that e-commerce has an effect on the digital divide.
Cook (2015) mentions that department stores and mega-malls were main places
that people could meet, socialize and shop.
Reduced
This kind of shopping used to be family treats and eventually evolved more
Opportunities
into trips to the shops.
to be Socialized
The growth of e-commerce will thus eliminate such experiences as online
shopping cannot provide such reminisce.
Table 12 (Continuation)
Tax products.
On the other hand, states cannot compel e-tailers to collect taxes, that makes it
unfair for the bricks and mortar companies which will worsen their situation
and the related people (Efairness 2015).
An e-commerce solution for OM is another business idea for the company, and therefore it must
be checked for feasibility by performing a series of analysis that helps determine whether it is
profitable to be implemented. The government of Australia shows how this series of analyses
must be presented as illustrated below in table 13.
Market Analysis Ocean Market is a company that focus on a wide market where it can sell
textiles to accessories to cosmetics and computer items to baby items to
food. So this wider market helps the company to grow up with time. But
there are certain other factors that need to be analyzed to explain the
market of Ocean Market.
Demand Analysis
All the products that Ocean Market sells has an increasing demand in Sri
Lanka, because those products are either consumed or be outdated within a
certain period time after purchase.
Supply Analysis
Ocean Market is a retailer and will only sell products to the consumers
where products are sold in few amounts, only to satisfy the needs of the
consumers. So Ocean market will be able to meet the demands without
being short of its stocks.
Relationship Analysis
Ocean Market is a company that buys the products in wholesale from its
Table 13 (Continuation)
The potential of OM for moving to an e-commerce solution could not just be measured without
analyzing its capabilities and its environment. Therefore a Political Economical Social
Technological Legal Environmental (PESTLE) analysis must be carried out to make things more
transparent and make decisions based on that. The following table shows the PESTLE analysis
which have been carried out to investigate the MP of OM in SL for an e-commerce solution.
Political However, when moving to e-commerce, Ocean Market must face problems
such as the loss of popular payment methods such as PayPal due to political
agitations that would worsen its plight.
Sri Lankans have less buying power relative to other countries due to low
living standards and cost of living in Sri Lanka. Also the differences between
Economical
the Sri Lankan rupee and other currencies in the world, have a major impact
when going for an e-commerce solution.
Ocean Market must track any trends in the society, and must have plans
Social which considers various events and festivals in Sri Lanka and be updated on
what the society really cares about.
Sri Lanka is urbanizing, and shows growth in the number of people having
access to the internet. People are welcoming new technologies more faster
Technological
making Ocean Market to consider an innovative idea using the technologies
available.
The legal factors such as rules, regulations and acts concerning retail business
in Sri Lanka will apply to Ocean Market in common. Also when Ocean
Legal Market introduce something new such as the e-commerce facility for its
customers, it should make sure that their solution meets with the legal
constraints of Sri Lanka.
The Geographics, weather, population and so many factors affect a business
in Sri Lanka.
Environmental
Ocean Market must be able to adapt and make changes to be more stable with
the environment of Sri Lanka.
Source: Authors work.
The analysis for the MP of OM supports the conclusion that an e-commerce system for OM is
feasible and essential. According to the technological field of the PESTLE analysis, it is easy to
provide services to Sri Lankans, and OM can target that emerging market. It is obvious that the
solution can alter the SWOT analysis done to OM in a more beneficial and productive manner.
Electronic commerce systems could be classified into two categories, as type of goods sold and
nature of participants as described in the following topics. However, it could be classified into
other categories as well.
The table below explains 3 types of e-commerce systems which are classified according to the
types of goods sold.
B2B E-commerce
Description
model
This e-commerce system is a straightforward and direct model
where companies have their own B2B models to enable
One-to-many customers to purchase their products.
Based on the conclusion in chapter 3.1 of this report, a B2C model has been proposed. The
proposed system will upgrade OM to a brick and click company. The domain name is set as
Ocean Market.com. Other criterias to be checked when implementing a system like this as
shown in table 18 are considered.
Table 18 (Continuation)
Site Performance The site must be fast enough so that its users will not be
uncomfortable with it. To ensure fast loading, the following things
Also Osterhout (2014) claims that best practices for Search Engine
Optimization (SEO) such as proper architecture of the site consisting
the elements such as the structure of the commerce catalogue helps
the search engine understand the relevance of the keywords to the
contents, increasing the efficiency of search function.
Source: Authors work adopted from McDavid (2014).
This tab lets the user to view the items he has added to the cart, the
total amount he must pay and the option for checkout.
Source: Authors work.
Store
The store of OceanMarket.com has many features that lets the user easily purchase its products
as explained in the table below.
Table 20 (Continuation)
Categories The store tab presents the user with a category list that enable him to look
at the various products of the company by clicking the related category.
Some of the categories OceanMarket.com presents are Textiles, Cosmetics,
The following image shows how the user can deal with individual products as he shops. The
table 21 followed will explain the features in that image.
Table 21 (Continuation)
Product Price The product price is a main detail that should be presented
Shopping Cart
The image below shows the shopping cart of OceanMarket.com, table 22 will explain the
features of that shopping cart.
The following diagram shows the form that the user needs to fill once the checkout button has
been pressed for users using the system as a guest.
When all the required fields of the above form has been filled, the user will be redirected to
Global Payments to complete the transaction as shown in the image below.
Besides all these features of this site, its footer gives a variety of options for the user, and helps
in building trust from the user. The image below shows the footer of OceanMarket.com, its
features are explained in table 23.
Table 23 (Continuation)
Table 24 (Continuation)
Ocean Market can go for a bank loan as it had made many business transactions over the years
that would allow the bank to trust the company and provide the necessary facility. However, the
company must show that they are investing their part too, for getting the bank loan. This will
reduce the amount hired from the bank, decreasing the interest which should be paid.
The Lowa State University (2013) describes a different method known as leasing. According to
Trisha (2014) leasing is when the lessor provides the lessee an asset and the right to use it against
a periodical payment. So Ocean Market cannot take that option, because instead of periodical
The Technological, Economical, Legal, Operational, Schedule (TELOS) feasibility criterias are
discussed under following topics because they offer a simple way to consider most important
issues on feasibility as pointed out by Rudy (2014).
Alhanati (2012) shows that the technological requirements for completing the project
successfully can be revealed by understanding the information and process requirements, as
outlined in the table below.
Web Hosting Hosting can be done in several ways, either by using a home server, or a
web based hosting service. Either option has its costs and benefits. While
maintaining a home server increases the risk, a web based hosting service
is the preferred choice.
Data Storing The e-commerce solution will have to record all the sales, transactions,
and many other details which requires a huge amount of storage space.
So a data center is required to store such data it produces. As there are
risks associated with on-premise data centers, the off-premise cloud data
centers can be useful in such a case.
As Angeles (2013) shows, that cloud storage can provide more security
Table 26 (Continuation)
Function So every branch of Ocean Market must have access to the internet to
view the orders that appear in the system. Therefore networking facilities
such as LAN systems comprised of devices such as routers, hubs, and
PCs must be present within every branch.
Source: Authors work.
The economic feasibility of the solution can be determined by a cost-benefit analysis as shown in
table 27, however Decision Analyst (2015) shows that a demand forecast is also essential to
predict economic patterns.
Ocean Market must The e-commerce system can over the years
spend on maintaining keep the regular flow of customers and increase
the system, such as sales dramatically that would otherwise be
for future unable to do.
advancements. It
Maintaining the e- In relation to the annual costs it takes, it can
must also pay an
Commerce System contribute in generating vast amounts of profit
annual payment to
for the company.
the web hosting
company for its
services and for
storage.
The intellectual Once the rights are privileged, the company has
property rights of the the chance and opportunity to build its image
system should be online through the proposed e-commerce
taken so that none solution because of its uniqueness.
Preserving the other is able to
When customers trust begins to grow on the
Solution duplicate or use the
solution, it is then that the intangible benefits of
original work. This
having an unique system appear.
process involves
payment to the Sri
Lankan government.
Source: Authors work.
There are many laws and policies in Sri Lanka, the table below demonstrates that the proposed
solution have no conflict with those laws making it legally feasible.
The domain name and other names on the proposed solution currently
comply with those laws making any names used feasible.
Trademarks, Service marks, certification marks, and collective marks
are the types of marks present.
Marks The solution uses the same original trademark of Ocean Market and is
viable to be used when checked against the intellectual property Act no:
36 0f 2003 under sections 103 and 104.
Patents protect inventions and provide the benefits of the invention only
Patents to the inventor. The proposed solution does not violate this law because
such a system havent received a patent within the last 20 years.
Source: Government of Sri Lanka (n.d).
Heathcoat (2003: p.212) shows that operational feasibility is checking whether the current work
practices and procedures of a company are adequate for the new system. It is also feasible if the
employees can work with it easily. The following table demonstrates the solutions operational
feasibility.
Conclusion
From all the analysis done to investigate the market potential of Ocean Market, including the
market analysis, competitive advantage analysis, financial feasibility analysis, PESTLE analysis
and SWOT analysis which shows positive results, the main advantage lies in the current situation
Appendices
Apart from the various categories they offer, the major points to be noted on this page is that they
provide:
A hotline number
An email address
The ability to search products
The ability to sign up or login as a member
The ability to shop as a guest
The ability to add items to the cart
They let customers pay using payu biz, and accept credit and debit cards as well as net banking
facilities. Urban ladder also accepts cash on delivery.
Kobobooks.com is an online e-book seller which offers a variety of eBooks ready for purchasing.
The e-commerce system of Kobobooks.com is shown in the screenshot below.
This e-commerce system allows its users to choose from a wide array of its products categorized
as Women, Men, Kids, and so on. It also allows to choose products by brand then filter results by
size, color, and price. The site lets its users to connect with them via popular social media
channels as well as enabling them to read the Odel magazine online.
They gives the ability to change currency type, register, login or use it as a guest, use shopping
cart, send and redeem gift vouchers, sort items by price, limit the number of results appear per
page, calculate shipping costs, save items in the saved items list, and offer international delivery.
The payments are handled by Global Payments Asia Pacific which is a joint venture of Global
Payments and HSBC.
As any other solution, this site lets its customers to register, login, search, view, add to cart, and
pay to purchase anything online in its wide span of food products. The site aids the help of
Global Payments to facilitate the transactions and allows payments via MasterCard, Visa, and
American Express. The office and home delivery of products is a major point to be noted in this
site.
This site lets its users to choose from a multitude of various electronic items classified by brand,
size and many other variables. It allows to add items to cart, register, login or use as guest. The
solution allows users to change the currency from LKR to USD and allows to pay via bank
account, credit card, PayPal, and Dialog eZ cash. The payment using credit cards is powered by
2checkout.com. The users can also choose to collect their items from their stores, or get them
delivered to their homes using post or courier service.
The solution presented on chapter 4 is not only for PCs, but works well with tablets, and
smartphones. As an example, the following image shows how the same homepage of
OceanMarket.com is seen on a mobile device.
All the features of the Desktop version are included in the mobile version making the solution
suits any type of device.
Gantt chart
Self-Criticism
Understanding the real meaning of what the individual chapters and topics of the assignment
expect is sometimes equivocal, but other than that, the poor knowledge regarding the structure of
a report and the format of a professional document has become major barriers in creating this
report. The inconsistent availability of formats and structures of the same referencing style
within different institutions and colleges also caused further confusion.
Inefficient time management during the preparation of this report leads to sluggish attainment
which affects how the report is been made. Going through materials thoroughly to help build the
report with increased accuracy might have benefited in understanding the content well, and how
the report presents them, however such practices lead to further delay which triggers peer
pressure that further affects the final stages of work.
However, all these problems were faced with responsibility while learning how such things could
be dealt in the future. Improved skills in understanding, realizing, and dealing as well as time
managing gained from this work will benefit in the future to be more efficient in all the above
mentioned areas.
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