Sale!
Placeholder

Sainsbury’s Online, A Strategic Success?

10,000 3,000

Topic Description

Summary
The supermarket industry, like many other industries has been revolutionized with regards to the way
it sells its goods to the consumer with the introduction of E-Commerce. This new method of trading
has opened up a market full of existing and new companies all vying for custom and market share.
This fact highlights the need for any business moving into this area to have a strategy for success.
There is however no definitive criteria within this relatively new area that can be used with regards to
a company judging the relative success/failure of its E-Commerce strategy. The aim of this project is
to develop a framework for evaluating a supermarkets E-Commerce strategy success and then test the
framework using a case study approach.

TABLE OF CONTENT

SUMMARY I
ACKNOWLEDGEMENTS II
CHAPTER 1 – INTRODUCTION 1
1.1MINIMUM REQUIREMENTS 1
1.2 APPROACH 1
1.3 CHALLENGES 1
CHAPTER 2 – BACKGROUND RESEARCH 2
2.1 IS STRATEGY 2
2.2 E-COMMERCE STRATEGY 3
2.3 DETERMINING SUCCESS/FAILURE IN E-COMMERCE STRATEGY 4
2.4WHAT IS THE BEST FRAMEWORK FOR EVALUATING E-COMMERCE STRATEGY? 5
CHAPTER 3 – FORMULATION OF FRAMEWORK 10
3.1 DEFINING RELEVANT CRITERIA 10
3.2 CRITERIA AREA 1:E-COMMERCE WEBSITE 13
3.3 CRITERIA AREA 2:BRANDING 13
CHAPTER 4 – DESIGN FOR DATA COLLECTION 15
4.1 AREAS TO BE INVESTIGATED 15
4.2 APPROACHES USED IN DATA COLLECTION 15
4.3 DESIGN OF SURVEY QUESTIONNAIRE 17
4.4 DESIGN OF WEBSITE QUESTIONNAIRE 19
CHAPTER 5 – CASE STUDY (SAINSBURY’S) 21
5.1 PURPOSE OF CASE STUDY APPROACH 21
5.2 SURVEY QUESTIONNAIRE APPROACH 21
5.2.1WHO TO TARGET? 21
5.2.2 SAMPLE SIZE 22
5.2.3 FOCUSED QUESTIONING 23
5.3WEBSITE QUESTIONNAIRE APPROACH 27
5.3.1WHO TO TARGET 27
5.3.2 SAMPLE SIZE 28
IV
CHAPTER 6 -RESULTS 29
6.1 DATA ANALYSIS METHODOLOGY 29
6.2 DATA ANALYSIS RESULTS 29
6.2.1 BRANDING SURVEY RESULTS 30
6.2.2WEBSITE EVALUATION RESULTS 39
CHAPTER 7 – EVALUATION 44
7.1MINIMUM REQUIREMENTS EVALUATION 44
7.2 FRAMEWORK EVALUATION 45
7.3 DATA COLLECTION TECHNIQUES EVALUATION 46
7.4 CASE STUDY RESULTS EVALUATION 47
CHAPTER 8 – CONCLUSIONS 49
REFERENCES 51
APPENDIX A 54
APPENDIX B – BRANDING SURVEY
APPENDIX C – WEBSITE SURVEY
APPENDIX D – BRANDING SURVEY RESPONSES
APPENDIX E – WEBSITE SURVEY RESPONSES
APPENDIX F – FULL BRANDING SURVEY RESULTS
APPENDIX G – RESULTS ANALYSIS DATABASE SYSTEM SCREENSHOTS
APPENDIX H – SCHEDULES

CRM: A Technological Perspective

PROJECT SAMPLE/DEPARTMENTS

REVIEW OUR SERVICES

SEE FAQ