Lecture Notes

TABLE OF CONTENTS

1. INTRODUCTION 1

1.1 Purpose 1

1.2 Background 1

2. E-BUSINESS WEBSITE ANALYSIS 1

2.1 Strengths 1

2.2 Weaknesses 2

2.3 Opportunities 2

2.4 Threats 3

3. WEBSITE BUSINESS STRATEGY ALIGNMENT 3

3.1 Business Model 3

3.2 Value Proposition 4

3.2.1 Search & Transaction Costs Efficiency 4

3.2.2 Viral Marketing 4

3.2.3 Good Recording System 4

4. IMPROVEMENT/REDESIGN RECOMMENDATIONS 5

4.1 Website Interactivity 5

4.2 E-Logistics Process 5

4.3 Customer Loyalty Programme 6

4.4 Affiliate Marketing 6

5. CONCLUSION 6

Appendix A: Website Interactivity 1

REFERENCES 1

INTRODUCTION

1 Purpose

This report aims to provide a detailed analysis of Tracyeinny’s website using SWOT analytical tools to provide information on strengths and weakness in relation to the opportunities and threats it may face. It also evaluates whether the website is align to their strategic goals and business model. Last but not least, it gives recommendations on how Tracyeinny can increase their competitive advantage through effective redesigning of their website.

2 Background

Tracyeinny is an online fashion retailer in Singapore. They began their virtual business operations in year 2007 and have since expanded to owning their flagship stores located at Chinatown and Bishan. It offers a wide variety of products from woman apparels, accessories to shoes. Their main target segments are teenagers and working professionals who prefer shopping at any time of the day. To cater to the different preferences of its online consumers, they have weekly launches on new collections based on the latest fashions trends through their website. Given its successful business strategic move, Tracyeinny is the first online retailer to clinch the “Gold Category – Successful Entrepreneur of the year 2010” awarded by GRC Press Holding.

However, in order for Tracyeinny to overcome today’s every-increasing pitch of competition, there is a growing importance to ensure that its business continues to deliver...