The aim of this project:
The primary purpose of this project is to understand how eCommerce websites generate revenue, which is a crucial skill for eCommerce professionals. A deep understanding of various revenue and business models, and how different businesses can leverage them, will enable students to apply this knowledge when starting their own fashion eCommerce website or working as part of an eCommerce team within a brand.
What to do:
You need to submit a modern, up to 3000-word eCommerce business analysis report to me. Use Harvard in-text citations and well-known industry references to support the statements you make as evidence in your report. You should critically analyze the business and revenue models of a well-known fashion retail brand that has an eCommerce website and digital media, and consider analyzing its direct competitors’ business models and setups to gain more perspectives and ideas. Gain several viewpoints through reflection and from the knowledge learned in the course. You may choose any brand engaged in apparel, accessories, sports shoes, cosmetics, or a multi-category fashion brand. Ensure you select a larger, well-established fashion brand that is either publicly listed (with shareholders) or a public entity. They have more available information such as annual reports, better access to online articles, robust data, and other public information about your chosen brand. The brand does not have to be Australian, but it is required that their website, annual reports, and articles are all published in English (meaning it is a global/worldwide operation type of eCommerce business). Note: You need to provide appropriate images of the brand at relevant sections.
Appendix Requirements:
The appendix should be placed at the end of the report. The reference list should be organized in alphabetical order, as should the image reference list (alphabetical).
If you use any artificial intelligence tools in your assessment task, you must appropriately acknowledge and cite all AI-generated content used/included. Failure to cite this AI-generated content could lead to academic misconduct.
Appendices are not included in the word count.
Detailed Requirements:
Introduction, Summary, and Observations of the Brand’s Current eCommerce Experience and Website:
Overview of the brand, analysis of website functionality and navigation, app user evaluation, website speed test evaluation, commentary on personalization features, user experience, and mobile experience. Accessibility analysis, sharing insights on turnover and eCommerce growth data as well as sales development through commentary.
This Criterion is Linked to a Learning Outcome:
Business and Revenue Models Analysis:
Conduct personal research and critical analysis of the business and revenue models, citing evidence of the types of revenue models the brand possesses, including how the business model integrates into the broader business especially if the brand also operates retail stores. Provide an excellent analysis and examples of the benefits of the business model.
Clearly Outline the Commercial Impact of the Existing Business and Revenue Models:
Use your own analysis, reflections, and figurative evidence with supportive commentary.
Advantages and Disadvantages of the Existing Business and Revenue Models:
Research and compare your brand’s eCommerce setup with a well-known brand/competitor. Evaluate and document the advantages and disadvantages of the existing business and revenue models, including well-explained evidence/industry sources. Conduct research and explain your own analysis of current micro and macroeconomic factors within the fashion industry sector/market focused on eCommerce business and how your brand aligns with each factor, sharing why your brand’s business model has evolved, its successes, and the challenges it may face. You are required to define two examples per factor: Political, Economic, Social or Socio-cultural, Technological, Environmental, and Legal analysis.
Artificial Intelligence Usage Requirements:
Appendix Requirements:
Appendix Item 1: Declaration of Generative AI usage.
Appendix Item 2: Reference list.
Appendix Item 3: Use Harvard style for all AI-generated images.
Steps to Execute the Project:
**Step 1: Understanding the Task**
– Carefully read the instructions and details of the task.
**Step 2: Selecting a Brand**
– Choose a public/listed company that has a well-established eCommerce website.
– Shortlist larger brands/businesses that are involved in apparel, accessories, sports shoes, cosmetics, or multi-category fashion brands.
– Choose a larger, well-established brand that has more publicly available information such as annual reports, better access to online articles, robust data, and other public information.
Using a public company will provide you with more robust data and relevant information to support your analysis, offering high-quality evidence and figures, including in-text references. They have annual reports and other official information which help validate statements and your own analysis. Evidence of sales and eCommerce activities.
**Step 3: Task Analysis**
– Analyze the topic of the report. Consider these questions:
– Who are you writing the report for?
– Why has this report been commissioned?
– What is the topic of the report?
– What is the scope of the report?
– What are the requirements of the report?
**Step 4: Topic Research**
– Conduct a thorough literature review and your own research to collect articles and sources relevant to the assignment and topic:
– You will need to research and gather a set of official sources such as:
– Relevant brand annual reports
– Any relevant books and journal articles.
– Keep track of the sources used by creating and setting up a bibliography and a reference list placed at the end of your report as required by the grading criteria.
**Step 5: Critical Business Analysis**
– Conduct a thorough analysis of the eCommerce website and business you have chosen. Reflecting on what direct competitors with a similar online business model are doing can help you gather better evidence and ideas as you conduct your own critical thinking and analysis review of the brand and its eCommerce business model.
**Step 6: Report Planning**
– Create and set up an outline of your report, include appropriate assignment headlines (see grading criteria), split the report into clear sections and subsections using the following structure. Ensure all required points are covered/presented:
Further instructions:
– **Introduction:**
– About the Brand,
– Analysis of website functionality and navigation, app user evaluation, website speed test evaluation, commentary on personalization features, UX and mobile experience? Accessibility analysis, commentary sharing considered turnover and eCommerce growth data and sales development analysis.
– **Business and Revenue Models:**
– Your own research and critical analysis of the business and revenue models, citing evidence of the type of revenue models the brand has, including how the business model fits within the broader business if the brand also has retail stores. Include analysis and examples (can be bullet points) of the benefits of the business model.
– **Commercial Impact:**
– Clearly outline the commercial impact of the existing business and revenue models using your own analysis, reflection, and figurative evidence with supportive commentary.
– Hint: Look at several years of data (last 3-5 years) to determine, compare this impact over time. Ensure years and sources are clearly outlined in the report.
– **Advantages and Disadvantages:**
– Research and compare your brand’s eCommerce setup with a similar known brand/competitor. Then evaluate and write up the advantages and disadvantages of the existing business and revenue models identified, including well-written explanations of the same with evidence/industry sources.
– **Current Micro and Macroeconomic Factors:**
– Conduct research and explain your own research and analysis of current micro and macroeconomic factors within the fashion industry sector/market focused on eCommerce business, and how your brand sits in relation to each factor, sharing why your brand’s business model has evolved and earned success and the challenges it can face?
– You need to define two examples per factor: Political, Economic, Social or Socio-cultural, Technological, Environmental, and Legal analysis.
– You may use a PESTEL model or similar business tool here to set up and structure the micro and macroeconomic factors for the brand.
**Source, Referencing Requirements:**
– Harvard in-text referencing and the style and structure of the assessment.
**Artificial Intelligence Use Statement:**
– AI tools and their use are not restricted for this assessment task. In this assessment task, you can use AI tools to assist you. All use of AI tools and their outputs should be appropriately acknowledged and referenced. Academic misconduct and consequences. There may be serious consequences for breaches of academic integrity, including the cancellation of results, suspension, or expulsion.
**Appendix Requirements:**
– To be placed at the end of your report including all in-text references. Appendix item 1: Declaration of Generative AI usage, Appendix item 2: Reference list, Appendix item 3: Use Harvard style for all AI-generated images.
**Reference List:**
– Should be in alphabetical order. List all sources you have used inside your report.
