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Unit VII Case Study

This assignment provides you with an opportunity to analyze
the impact of e-commerce on a business. First, choose ONE of the following case
studies that can be located in the Business Source Complete database of the
online library:

MarketLine. (2012, July). Ideeli: The growth of the flash
sale website.
MarketLine. (2012). Play.com: The rapid rise of an online
retailer.

After reading and examining the case, write at least a
one-page analysis by addressing each of the following:

1. Briefly
introduce the company and its history
2. Briefly
describe the products and/or services available—what are consumers purchasing
online?
3. Describe the
basic elements of the company business model:
· Core value
proposition of the company—what is it offering, and how does it satisfy
customer needs?

· Target
market/audience—who uses this service?

· Revenue
model—where does the money come from?

· Competitive
environment—who else is competing in this market, or who might enter the market
and threaten this company’s position?

· Competitive
advantage analysis—how is the company attempting to gain an advantage?
Competing on cost? Differentiation?
· How are they
promoting their products in the marketplace?

· How would you
rate the company’s success (financial results if available)?

4. Be sure to
answer at least ONE of the following questions:
· How has
e-commerce impacted this business?

· How has an
“e-commerce presence” provided this business with opportunities that otherwise
would not have existed?

Format your analysis paper by using Times New Roman,
12-point font, double-spacing, and one-inch margins. There is no need to
include a title page nor a references page. Be sure to proofread your work
before submitting it in Blackboard for grading.

Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.

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