Year of Graduation
"E-commerce Strategy Development for the "XXX" Group"
Faculty of Management
E-commerce is experiencing rapid quantitative and qualitative growth. The quantitative growth is commonly understood as an increase in sales of goods and services via the Internet, while the qualitative growth is a continuous evolution of electronic commerce due to the need to more fully meet the needs of suppliers and buyers.The selected topic is widely covered both in foreign and domestic science. This suggests that the issue of developing an exit strategy and business development in the market of e-commerce is one of the central issues faced by managers and owners of companies around the world. To a large extent the task set - business development on the basis of e-commerce begins to be updated in line with the growth of regional integration in the global economic and financial system.Thus, in accordance with the changing needs of consumers in most electronic commerce involves precisely the retail industry. Representatives who need to quickly mobilize resources for implementation of the strategy based on e-commerce. For example, one of the leading retailers of toys is a group of companies "ХХХ". Successfully coping with the competition in this industry. However, despite the undeniable competitive advantage , companies must take into account the changing needs of buyers and alter strategy. Otherwise, in the medium term, the group may receive the risk of losing the leading position in the market. Described the causal relationships also justify the relevance of the chosen theme of the project is strategically necessary vector of development for the considered business.The purpose of this thesis is to develop a strategy for business development group of companies "ХХХ" on the basis of e-commerce. To achieve this goal will be resolved in the following tasks:1) an analysis of the theoretical foundations of business development on the basis of e-commerce ;2) a theoretical overview of the factors that determine the success of the companies using modern channel sales - e-commerce ;3) competitive analysis group of companies " ХХХ ";4) the development of exit strategies and business development in the market of e-commerce group of companies " ХХХ ".In the course of this work multi-channel sales strategy has been identified as a major prospect business development through e-commerce. To implement this strategy, the company needs to perform several conditions:- Involvement of all marketing channels and communications;- Seamless integration between sales channels and communication;- Operational analysis of buyers;- Fast selection of suitable and qualified product presentation based on the preferences of the buyer;- Uninterrupted service logistics.To do this, companies need to spend the next modernization:1. The integration and improvement of the website;2. Integration warehouses3. Single large-scale integration of IT- platform4. The improvement of logistics processes.Since this work is subject to the company's strategy, which includes not only investment but also, of course, to generate future cash income , the financial justification for the established strategy, we used the method of discounted cash flows based on the weighted average cost of capital.Thus, the developed strategy can then be used by managers of trading companies for business development on the basis of e-commerce. Obviously, for each company must consider its features and desires of shareholders, and depending on this upgrade strategy. However, an indisputable fact that modern trade company in a competitive environment are required to withhold not only existing customers but also attract a new audience. One of the new outlets and the audience is electronic commerce. Thus, in this project work to develop a strategy built from new distribution channel - e-strategy, which defines the development trends of the market.