Evaluate strategies of promoting sales at different sales at different product types and services and identify the interrelationship to broaden company strategies
Evaluate the extent to which the Internet aids modern working practices
Demonstrate a critical awareness of the scope of e-commerce and its benefits in business and its practical and commercial limitations
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Assessment Task (Part One)
Individual Report (Weighing 25%)
Scenario
The eight elements of the business models include: value proposition, revenue model, market opportunity, competitive environment, competitive advantage, Market strategy, organisational development, management team.
As a GSM Management Graduate Trainee you have been asked to analyse an online small-medium size B2C Company, and critically analyse how the eight elements of the business models influence its online business strategy. In addition you are also required to assess and comment on the privacy issues and trust that the company needs to take into considerations.
Assignment Task (1500 words)
As part of your report, you should identify the following
 Choose an appropriate online B2C company to analyse
 A critical analysis of how the company has successfully managed and implemented the eight elements of the business models and its benefits to the company
 Critically analyse the strategies that company should use to build and maintain trust in consumers towards internet shopping
Assessment criteria for briefing paper
Explanatory comments on the assessment criteria
Maximum marks for each section
Content, style, relevance, originality
Ownership of the material presented
Correct style, grammar and syntax
Personal evaluation
Good communication skills
30% Briefing paper
Format, referencing, bibliography
Correct structure and style
Harvard referencing
Good range of books and journal articles
20% Briefing Paper
Constructive critical analysis, introduction, conclusion
Good response will embrace appropriate theories & models
Critical as well as normative perspectives and will demonstrate utilisation of relevant original thought.
Practical and pragmatic conclusions and recommendations.
30% Briefing paper
20 % Presentation with PP
slides
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Assignment Guidance
TASK 1 is an individual report and must be presented in a report format (1,500 words). It is important that your report is properly structured. Also, as this is an academic paper, you should draw on contemporary literature to support your paper. Remember that this individual report accounts for 25% of your module assessment. Hence, bad performance will have an impact on this module. An executive summary is required as part of your report.
Your report should include references to the appropriate e-commerce and marketing literature (textbooks, journals and websites). Care should be taken when consulting websites as they are not all equally authoritative (for example Wikipedia is not peer-reviewed; therefore is not considered an academic reference website). A minimum of 8 different academic references must be cited, but a well-researched report is likely to cite many more.
You are advised to keep a backup copy of the report until you receive your grade and regularly back-up your work in the cloud (OneDrive, iCloud, Dropbox and GoogleDrive are good examples). A disk crash is not an acceptable reason for late submission.
Below is an indicative structure for your report:
Title Page
Table of Contents
A list of all the chapters, sections, headings, and sub-headings. Appendices and Figures should be provided as well as all page numbers as clearly as possible.
Executive Summary
An executive summary is a summary of a business report and is designed to give the examiner a flavour as to what the aims of report are about.
Introduction
This should show that you have understood the brief and that you will cover everything required.
Findings and Analysis
 This is the substance of your report. The structure will vary depending on the material being presented. Headings and sub-headings should be used to indicate clearly the different sections.
 Charts, diagrams and tables can be used to reinforce your arguments, although it may be better to include the more complex ones as an appendix.
Conclusion
This provides an end to your report through a summary of the important points in your discussion. Remember not to include any new material here.
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Reference List / Bibliography
The terms reference list and bibliography are sometimes used interchangeably, but here we define the terms as:
 Bibliography – a list of consulted readings, for example a list of textbook sources, that you have studied while composing your essay, but not specifically cited in the text
 Reference list – a list of cited sources.
Assessment Task (Part Two)
In Class Group Presentation (Weighing 25%)
15 minutes Presentation Task
Starbucks is a specialty coffee house which originated in Seattle. Today the organisation has over 15,000 outlets worldwide. It sells a range of hot and cold drinks, food items and accessories. Its philosophy is to create an experience for the customer and a human connection. With the introduction of the Starbucks Card purchasing drinks, food etc. from the outlets has now been made a lot easier. Customers can top up their cards and use them as a method of payment. Starbucks products are also available from supermarkets. Some of the range includes packets of coffee, coffee makers, gift sets etc. Starbucks is constantly innovating its offer to keep up to date with competition from McDonalds, Cafe Nero, and Costa Coffee etc.

 
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