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Assignment - 2016
DIGITAL ANSWER SCRIPT

(PLEASE PRINT YOUR DETAILS IN CAPITAL LETTERS)

Course Code: CSS 301

Course Title: E Business Principles

Student ID: 745

Name: MOHAMMAD ADNAN ISHAQ ALHAMAMSHEH

Batch: One Day - Sharjah

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The below details explain the plan the Spinneys-Same Day Delivery. The Power of QR Codes. The
Objective is to evaluate the depth analysis of the Spinneys-Same Day Delivery as Spinneys used
E Business Strategy with New Business Model & Business Plan & will explain how to use social
media marketing to offer the product & services.

The Power of QR Codes Concepts [Wikipedia.org, 2016]

QR code (abbreviated from Quick Response Code) is the trademark for a type of matrix
barcode (or two-dimensional barcode) first designed for the automotive industry in Japan. A
barcode is a machine-readable optical label that contains information about the item to which it is
attached. A QR code uses four standardized encoding modes (numeric, alphanumeric, byte/binary,
and kanji) to efficiently store data; extensions may also be used.

The QR code system became popular outside the automotive industry due to its fast readability
and greater storage capacity compared to standard UPC barcodes. Applications include product
tracking, item identification, time tracking, document management, and general marketing.

A QR code consists of black squares arranged in a square grid on a white background, which can
be read by an imaging device such as a camera, and processed using ReedSolomon error
correction until the image can be appropriately interpreted. The required data are then extracted
from patterns that are present in both horizontal and vertical components of the image.

QR CODES are one of the most powerful marketing tools for mobile marketers, connecting the
physical to the digital world for interactive multi-channel campaigns. The only condition is to use
them the right way.

Below Figure explain the QR Code key Benefits for Marketers [Sophie Descarrega, 2014].

The above details will support for answering the question regarding to this case.

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Accredited by: Member of:
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AGEP
ACICS

Q1. Develop Spinneys E-Business Strategy pertaining its E-Business Model and Business
Plan (35 Points)

Some concepts have to be defined:

E Business Strategy: Is not just for Internet Businesses. An E Business strategy is essential to
any organization conducting business over the Internet. It defines both your short-term and long-
term e-business goals and involves careful and skilled planning.

E-Business strategy is part of your corporate strategy and business plan, and also interconnects
with other plans including your marketing, organizational and IT strategic plans. [Deborah M.
Collier, 2013].

E Business Model: Is simply the approach a company takes to become a profitable business on
the Internet. There are many buzzwords that define aspects of electronic business, and there are
subgroups as well, such as content providers, auction sites and pure-play Internet retailers in the
business-to-consumer space. [Richard Trombly, 2000].

Business Plan: Is a formal statement of business goals, reasons they are attainable, and plans for
reaching them. It may also contain background information about the organization or team
attempting to reach those goals.

Business plans may target changes in perception and branding by the customer, client, taxpayer,
or larger community. When the existing business is to assume a major change or when planning a
new venture, a 3 to 5 year business plan is required, since investors will look for their investment
return in that timeframe [Wikipedia.org, 2016].

Business Model explains that how a business model makes a money and the Business Plan explains
the equipment and staff that have to match with business model. It will help to determine the
marketing strategy and how the business attracts the customers.

The below points described the significant E-Business Strategy related to Business Model &
Business Plan:

1) Micro Target an Online Audience: It is a very important for Spinneys to build a strategy
that can got a target by online audience to establishing area and this can help them to
offering their services to the customers. This method is very useful and mostly preferred for
online buying it would be easy to deliver the product on time. [Michael Evans, 2014].

Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
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2) Integrate Via Channels: Spinneys have to create a multi-channel offerings, enabling your
consumers to experience your brand consistently, whatever their shopping method of choice
but they have to be ensure that products you are selling via different channels are
sufficiently differentiated to account for price differences. [Michael Evans, 2014].

3) Satisfying the Customers by Development the Content: Spinneys have to develop the
content to raise the buyer of their product services. For example Amazon attracted the
customers to get their opinions on organization website. This will help to maintain the QR
Codes in the products or services developed by Spinneys.

4) Logistic Benefits: It is another characteristic of E Business Strategy that help get the
benefits from the logistic providers which they have a capabilities to handle a lot of orders.
Same day delivery the product or service will be a good advantage and achievement for it.

5) No Brokers Only Internet: Internet is another significant for E Business Strategy for
Spinneys because they internet is cheap tools for small business unit to reach the
customers quickly. Further, more than 85 percent UAE people are using internet and UAE is
the third highest rate in internet users in Middle East zone. So, Spinneys desire to expand
their sales online in Dubai due to high internet or online users in it. [Kyle Sinclair, 2013].

Q2. Develop Spinneys Social Medial Marketing Campaign explaining how social media
outlets can be utilized to engage clients. (35 Points).

Social Media Marketing refers to the process of gaining traffic or attention through social media
sites. [Searchengineland.com, 2016].

Social Media Marketing (SMM) is a form of internet marketing that implements various social
media networks in order to achieve marketing communication and branding goals. Social media
marketing primarily covers activities involving social sharing of content, videos, and images for
marketing purposes. By Using social media for marketing can enable small business looking to
further their reach to more customers. Your customers are interacting with brands through social
media, therefore, having a strong social media marketing plan and presence on the web is the key
to tap into their interest. If implemented correctly, marketing with social media can bring
remarkable success to your business. [Wordstream.com, 2016]

Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
Accredited by: Member of:
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How to use Social Media Marketing Successfully?

Best Social Media Marketing Tips: [Wordstream.com, 2016]

1) Planning.

2) Contents.

3) Consistent Brand Images.

4) Blog.

5) Links.

6) Track Competitors.

7) Measure Success with Analytics.

The Social Strategy: A Five-Step Process For Social Media Marketing Success:
[Kimberlee Morrison, 2015].

The steps in the Social System, as documented by Fox and Reed, are as follows:

1) Social Identity: This is the root from which your social strategy will develop. According
to Fox, its important to define who you are, but from the perspective of a two-way
conversation. Developing a brand identity is pretty standard. However, two-way
conversation requires brands to define the parameters what to say, what not to say, and
the tone to maintain for the person or team managing the social media accounts.

2) Community Activation: Traditional marketing approaches community in terms of


outreach, but on social people come to you. And Fox noted, Its not just your target
audience its investors, employees, journalist, its everyone. She said this is the most
common point of failure for brands who just want to promote. In this step, companies need
to understand themselves from the perspective of who their audiences are and what those
audiences expect from them.

3) Content Strategy: Fox said that people understand the need to create content but theyre
taking a throw it up against the wall see if it sticks, method rather than building based on
the first two steps. The problem with this approach is that you cant create an effective
content strategy without first knowing who you are and, second, knowing who your
audiences are.

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4) Social campaigns: Fox called campaigns the shiny object. Everyone wants to do
campaigns. Without the foundation of the first three steps, she said campaigns provide
short-term wins, but no sustainable growth.
5) Social intelligence: Lots of people are talking about big data and social analytics, but
according to Fox social intelligence is more tactical than strategic; its where you discover
just how savvy your organization is when it comes to social. Social intelligence is not the
beginning of social strategy but where social strategy is executed through policies,
procedures, metrics, tactics and tools you use to listen, measure, respond, integrate and
engage in real-time online conversation.

Spinneys can use many tools for Social Marketing Campaign like Facebook which is a full-blown
social networking site that allows for sharing updates, photos, joining events and a variety of other
activities and Twitter which is a social site designed to let people share short messages or
updates with others. [Searchengineland.com, 2016].

Spinneys can create a Facebook Page and this can help them to offering the product & services
to engage their clients and this will increase the sales & got more revenue. Its one of the best
social marketing campaign for Spinneys because they dont want to investment in the own data
center and Facebook is a free tool available for every Facebook users. Now a days, there is a more
than 50 million Facebook small business pages free and its still growing up.

Also, they can create Twitter Account so Spinneys can offer their products easily by upload the
photos with write a short sentence under the photos. Will recommend the higher management to
promote their product or service.

Also, there is many tools can use it to offer the product or services to their clients like YouTube,
Instagram, Linkedin & others.

What the benefits of using Social Media Marketing? [Wordstream.com, 2016]

1) Increase Website Traffic.

2) Building Conversions.

3) Raising Brand Awareness.

4) Creating a Brand Identity & Positive Brand Association.

5) Improving Communication & Interaction with Key Audience.

Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch
Accredited by: Member of:
IACBE CCIG
ECBE FEDE
EDUQUA FSEP
AGEP
ACICS

Reference List:

1. Wikipedia.org. (2016) Definition of QR Code. [Online] Available at


https://en.wikipedia.org/wiki/QR_code. [Accessed: 1st January 2017].

2. Sophie Descarrega (2014). Power of QR Code Marketing - Infographic. [Online]. Available


at: https://blog.unitag.io/power-of-qr-code-marketing-infographic/. [Accessed: 1st January
2017].

3. Deborah M. Collier (2013). E Business Strategy Definition. [Online]. Available at:


http://www.cobcertified.com/ebusiness-strategy-definition.html. [Accessed: 1st January
2017].

4. Richard Trombly (2000). E Business Models. [Online]. Available


at:http://www.computerworld.com/article/2590061/retail-it/e-business-models.html
.[Accessed: 1st January 2017].

5. Wikipedia.org. (2016) Business Plan. [Online] Available at


https://en.wikipedia.org/wiki/Business_plan . [Accessed: 1st January 2017].

6. Michael Evans (2014). 12 E Commerce Strategies to Grow your Business This Year.
[Online]. Available at: http://www.forbes.com/sites/allbusiness/2014/01/16/12-e-
commerce-strategies-to-grow-your-business-this-year/#5d7ccf076ec9. [Accessed: 1st
January 2017].

7. Kyle Sinclair (2013). UAE Has Third Most Internet Users In The Middle East. [Online].
Available at: http://www.thenational.ae/business/technology/20131003/uae-has-third-
most-internet-users-in-the-middle-east. [Accessed: 1st January 2017].

8. Searchengineland.com. (2016) Guide What is Social Media Marketing. [Online]. Available


at: http://searchengineland.com/guide/what-is-social-media-marketing. [Accessed: 1st
January 2017].

9. Wordstream.com. (2016) Social Media Marketing. [Online]. Available at:


http://www.wordstream.com/social-media-marketing . [Accessed: 1st January 2017].

10. Kimberlee Morrison (2015). The Social Strategy A five Step Process For Social Media
Marketing Success. [Online]. Available at: http://www.adweek.com/socialtimes/the-social-
strategy-a-five-step-process-for-social-media-marketing-success/624937. [Accessed: 1st
January 2017].

Av. Blanc 53, 1202 Geneva, Switzerland T: +41 22 906 94 94 F: +41 22 906 94 90 E: info@gbs-ge.ch W: gbs-ge.ch

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