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Title Feasibility Study of E-commerce Implementation : In cooperation with Struers A/S
Translated title Feasibility Study of E-commerce Implementation : In cooperation with Struers A/S
Author Kheder, Shila (Ingeniørhøjskolen i København, IHK)
Supervisor Raagaard, Søren
Flyger, Charlotte Stisen
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2011-01
Abstract Struers has decided to implement e-commerce in the markets where it has subsidiaries. In this thesis the analysis was based on Struers’ subsidiary in the UK, Struers Ltd.
The purpose of this study was to investigate the complexity of Struers’ products in order to evaluate whether it is realistic to expect customers to purchase Struers’ products online. The main intention with the thesis was to find out whether Struers’ can achieve an outcome of the e-commerce project which is in accordance with its objectives. The main goal of implementing e-commerce is to improve internal resources and increase sales.
In order to evaluate the complexity of Struers’ products both quantitative and qualitative research were applied. Several interviews were carried out with Struers metallurgists to define the level of the complexity of the products. Moreover, a customer survey was sent to Struers’ customers in the UK which focused on the customers’ buying behaviour and their expectations to Struers’ electronic sales channel. Struers A/S has already proposed a prototype of e-commerce. Based on the research data and the prototype, an analysis was conducted to conclude whether Struers’ customers will be able to choose products without assistance from the experts at Struers.
Additionally, the study has also included marketing activities which Struers must take into account when launching the project in order to attract the customers to utilize it.
Finally, an analysis was also conducted of each objective that Struers expects to achieve within three years.
It was concluded that the proposed prototype requires adjustments in order to meet all the customers’ needs.
Furthermore, the results of the study were revealed that Struers Ltd can expect that 75 percent of the orders will be placed through e-commerce. It was also discovered that Struers Ltd will annually save EUR 17,000 after the e-commerce is launched.
The principal conclusion was that the e-commerce project will yield a positive outcome to the organization.
Pages 96
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2011-12-13    Update date: 2012-11-16    Source: ihk    ID: ihk-10465824    Original MXD