Sample 3 (1)

Module name: E-Commerce Systems Module code: Title of the Assignment: A Critical Analysis of your E- Commerce Organisation Student Name: Student Id:

Page 2 of 13 Table of Contents Introduction .......................................................................................................................... 3 Business Overview ................................................................................................................ 3 Vision ................................................................................................................................ 3 Mission .............................................................................................................................. 3 Products and Services ........................................................................................................ 3 Targeted customers ............................................................................................................ 4 Organisational Structure .................................................................................................... 4 SWOT Analysis .................................................................................................................... 4 Key elements of the organisation’s business model ................................................................ 5 Value Proposition .............................................................................................................. 5 Revenue Model ................................................................................................................. 6 Market Opportunity ........................................................................................................... 7 Competitive Environment .................................................................................................. 8 Competitive Advantage ...................................................................................................... 8 Application of Online Marketing to reach targeted market using social marketing process .... 8 Mobile Marketing .............................................................................................................. 8 Local Marketing ................................................................................................................ 9 Recommendations ............................................................................................................. 9 Four unique features of e-commerce and its implications on the company ........................... 10 Convenience .................................................................................................................... 10 Global Reach ................................................................................................................... 10 Lower overhead cost ........................................................................................................ 10 Conclusion .......................................................................................................................... 11 Reference ............................................................................................................................ 12

Page 4 of 13 Targeted customers Boots Chemist accommodates a wide-ranging clientele, comprising of people of all generations in search of medical goods and amenities. The corporation aims at patrons who appreciate ease, dependability, and individualised attention. Boots Apothecary caters to both singular customers and medical experts, providing distinct amenities and merchandise customised to their particular requirements. Organisational Structure Boots Chemist adheres to a graded organisational framework to effectively handle its activities. At the highest echelon, there exists a council of administrators accountable for tactical judgment-making and supervising the enterprise's execution. Beneath the plank, diverse divisions like advertising, management, money, personnel, and shop management are organised, each headed by skilled supervisors. This layered arrangement allows efficient correspondence, synchronisation, and judgement within the establishment. SWOT Analysis Strengths Weaknesses 1. Strong brand recognition and reputation. 1. Limited geographical presence compared to global competitors. 2. Wide range of products and services catering to diverse customer needs. 2. Reliance on external suppliers for inventory. 3. Extensive network of physical stores providing convenient access to customers. 3. Limited online presence and e- commerce capabilities. 4. Expertise in healthcare and pharmaceutical services. 4. Relatively high prices compared to some competitors.

Page 5 of 13 5. Well-trained and knowledgeable staff. 5. Lack of differentiation in product offerings. Opportunities Threats 1. Increasing demand for healthcare and wellness products. 1. Intense competition from other pharmacy retailers. 2. Growing emphasis on personalized healthcare solutions. 2. Regulatory changes affecting pharmaceutical industry. 3. Expansion into new geographical markets. 3. Shift towards online retail and e- commerce. 4. Collaborations with healthcare providers for integrated services. 4. Price fluctuations in pharmaceutical products. 5. Advancements in technology for improved customer experience. 5. Potential disruptions in the supply chain. Key elements of the organisation’s business model Value Proposition Boots Pharmacy prides itself on providing top-notch healthcare solutions and offerings that cater to the unique requirements of its clientele. The unique selling proposition of the corporation comprises various crucial components that distinguish it from the rival market.

Page 7 of 13 demands and inclinations. Boots Pharmacy expands its customer reach and boosts its income by providing a wide range of healthcare items. Apart from the income generated from selling products, Boots Pharmacy earns revenue by providing supplementary services. The offerings might comprise of dispensing prescriptions, medical advice, drug administration schemes, and medical checkups. Boots Pharmacy boosts its customers' satisfaction and opens up avenues for generating more revenue by offering supplementary services (Rigopoulou and Paschou, 2020). In addition, Boots Pharmacy has the potential to form tactical alliances and associations with medical professionals, insurance companies, and other significant players in the field. The partnership can lead to a sharing of profits approach, in which Boots Pharmacy obtains a portion of the earnings produced from medical assistance provided alongside its merchandise. Another revenue stream for Boots Pharmacy is its online platform. By means of its online retail platform, the corporation enables clients to buy merchandise via the internet, thus broadening its scope beyond brick-and-mortar shops. According to Gallego, Gil, and Carrero (2020), the expansion of online sales has not only made it easier for customers to purchase products but has also played a significant role in boosting revenue. It is possible for Boots Pharmacy to consider additional sources of income, such as collaborating with advertisers and promotional companies. The company can generate extra revenue by striking advertising deals with partners, for its loyal customer base and well- established brand identity (Ray, Kumar, and Ganesh, 2020). The primary source of income for Boots Pharmacy is the retail of healthcare items, which is supported by supplementary amenities, collaborative associations, and online undertakings. By implementing a variety of strategies, a consistent flow of income can be maintained while also adjusting to evolving consumer tastes and market conditions. Market Opportunity The market presents ample prospects for expansion and development to Boots Pharmacy. The retail pharmacy sector is seeing a surge in demand within the healthcare industry. This is primarily due to factors like a growing population, ageing demographics, and a heightened emphasis on wellness (Ladhari and Michaud, 2020) The growth of the market can be utilised by Boots Pharmacy through the extension of its reach, making the most of its established image, and providing inventive healthcare options (Sarpola, and Kylänen, 2020). Furthermore, Boots Pharmacy can expand its customer base and improve their satisfaction by focusing on individualised healthcare and adapting to the trend of e-commerce. This will

Page 8 of 13 enable the company to leverage digital platforms and provide a more comprehensive shopping experience. Competitive Environment Boots Pharmacy is present in a highly cut-throat retail pharmacy sector. There is a wide range of competitors in the market, including both local and global players. These competitors come in various forms, such as pharmacy chains as well, independent pharmacies, and e- commerce platforms. Top contenders in the industry may include Walgreens, CVS Health, and online retail platforms like Amazon Pharmacy (Kotler and Keller, 2020). Standing out from the competition is crucial since they offer similar products and services. There are many factors that can affect a business's competitive advantage, including the price of goods, availability, product selection, customer service, and brand reputation. In order to sustain its standing in the market, Boots Pharmacy must consistently monitor and adapt to the constantly evolving competitive landscape. Competitive Advantage The unique selling points of Boots Pharmacy set it apart from other players in the market, giving it a distinct edge over its rivals. To begin with, the robust recognition of its brand and its standing establish a basis of confidence and dependability among its clientele. Furthermore, the vast array of brick-and-mortar establishments owned by the corporation provides easy reach to medical supplies and amenities, granting it a competitive advantage over e-commerce rivals (Johnson, Christensen, and Kagermann, 2020). Furthermore, the emphasis of Boots Pharmacy on proficiency and individualised attention, provided by well- informed personnel, amplifies the client's satisfaction. Moreover, the firm's dedication to upholding superior goods and a broad spectrum of choices bolsters its edge over rivals (Saini, and Gupta, 2020). Boots Pharmacy determines itself as a trusted and preferred choice for customers seeking comprehensive healthcare solutions through these factors. Application of Online Marketing to reach targeted market using social marketing process Mobile Marketing Boots Pharmacy can enhance its online marketing strategies by utilising mobile marketing techniques to connect with its intended audience and improve their overall satisfaction. The surge in the usage of mobile devices and smartphones has opened up a new avenue for marketers to reach out to their customers in a more personalised and convenient manner, as per Ramus and Grunert (2020).

Page 10 of 13  Allocate resources towards regional promotional campaigns to cultivate robust relationships with the neighbourhoods where Boots Pharmacy conducts business, such as endorsing nearby occasions and partnering with local medical practitioners.  Maximise the potential of online platforms by utilising social media marketing, influencer partnerships, and targeted advertising to effectively reach and engage with the intended audience. Four unique features of e-commerce and its implications on the company Convenience The main benefit of online shopping is the ease it provides for consumers. By utilising a digital interface, Boots Pharmacy can offer round-the-clock availability to its merchandise and amenities, enabling patrons to make purchases at their leisure (Ramus and Grunert, 2020). The ease of use is especially advantageous for people who have hectic timetables or restricted movement. Through the adoption of electronic commerce, Boots Pharmacy has the potential to reach a larger audience and meet a more diverse set of demands, ultimately resulting in increased revenue and customer contentment. Global Reach Through e-commerce, Boots Pharmacy can expand its customer base beyond the confines of its brick-and-mortar stores, allowing for worldwide accessibility. By establishing a digital footprint, the corporation can entice patrons from various parts of the world, even those who may not be in close proximity to a physical Boots Pharmacy location (Sarpola and Kylänen, 2020). Exploring fresh markets has the potential to generate more income sources and enhance brand recognition worldwide. Lower overhead cost The implementation of e-commerce has enabled Boots Pharmacy to curtail some of its operational expenses in contrast to conventional physical stores. Through the use of e- commerce, the business can reduce or limit costs associated with the upkeep of brick-and- mortar locations, such as rent, utilities, and maintenance (Väätänen and Aramo-Immonen, 2020). In addition, online business facilitates efficient control of stock and delivery procedures, minimising the requirement for surplus inventory and related expenses. Reduced expenses can enhance the profitability of Boots Pharmacy and potentially facilitate the provision of cost-effective prices to its clients.

Page 11 of 13 Conclusion The retail pharmacy industry has a major player in Boots Pharmacy, which is known for its unwavering dedication to quality, customer satisfaction, and strong brand image. Boots Pharmacy can expand its customer base, improve customer interaction, and build better relationships with the local community by utilising various digital marketing techniques such as mobile marketing and local marketing. In addition, adopting online business provides distinct benefits, such as ease, worldwide impact, and reduced expenses, that can aid in the expansion and financial success of the organisation. In order to keep up with the ever- changing market, Boots Pharmacy must consistently adjust to meet the demands of its customers, allocate resources towards technological advancements and digital proficiencies, and prioritise individualised encounters. If Boots Pharmacy follows the suggestions outlined in this document, it can establish itself as a top-notch healthcare vendor that offers outstanding goods, amenities, and client contentment in an ever-growing technological era.

Page 13 of 13 Shah, R. R., and Patil, A. V. (2020). A systematic literature review of online impulse buying behavior. Journal of Retailing and Consumer Services, 55, 102069. Väätänen, J., and Aramo-Immonen, H. (2020). Value creation in online grocery shopping: A scoping review. Journal of Retailing and Consumer Services, 53, 101973.