Ow E-commerce/E-tailing affects the marketing and supply chain management in fashion industry

i  A summative assessment in the form of a referenced essay format of 2000+ words in an eassy to read font style and size (e.g. Arial size 11). Include appropriate references to academic literature and contemporary practice by adopting the Harvard system of referencing.

i  Write an essay considering the following issue:

i  a?In the 12 month period April 2009 to April 2010, the value of retail goods sold over the Internet in the UK increased by 42% (Office for National Statistics, 2011 ); and so for many fashion retailers, the Internet now stands as a viable and significant part of a distribution strategya?.

i  Drawing on a range of fashion businesses, including existing retailers and start-up businesses, identify and evaluate changes in traditional patterns of supply chain management. Furthermore, consider any shifts in marketing strategy and tactics required to maximise profitability and customer satisfaction. Look at how internet trading is expanding and relating the marketing and supply chain.

i  Develop an argument but not a list of names. Discuss the evidences. Contrast and compare the data / evidences and give results on both the benefits and the drawbacks that the E-tailing has brought to the businesses.

i  Refer to both academic and business resources / references. Eg. Mintel, newspaper, academic books, etc

i  Take a strategic viewpoint, adapt the marketing tool into a business model and explain the viewpoint.

i  Do not try to cover everything, be specific about the argument, just pick out a a?big bita of the strategy.

i  Do not give personal feeling / opinion, only discuss the objective evidence and fact. No graph is needed and around 10 references are needed.


Beginning a What you are going to argue about? What you are looking at?

Middle a How you look at it? Look at more than one business model.

End a Summary of the facts /evidences.

The essay must answer these questions:

If you agree with You cannot implement an effective marketing strategy unless you have an effective strategy to cover both inbound logistics (acquisition of product) and outbound logistics (supply of goods to a consumer).”

1.have either of those processes been affected in any way by a shift towards internet trading? And if so, what have those changes been? And what changes in marketing strategies have occurred?

2.Does a review of two companies give you a set of clear answers? Is what GAP do, the same as Next, Zara, Net-a-Porter, ASOS, Jacamo, Reiss et al?

3.What do the experts say about changes in business management structures and strategies as a result of going online?

4.Can a Bricks-and-Mortar retailer just switch on to e-tailing? What does it mean for stock-holdings? Invoicing? Taxes? Deliveries? Returns? Exchanges?

5.Is there a change in Competitive Advantage if you go online?

6.If it takes x people to run a store, how many people does it take to run a Warehouse? Is it more or less? What are the relative benefits?

7.If you have a lot of stores, why would you want to go online? If you are online, why might you consider opening stores?

8.If a customer knows a business is there because they walk past it on the High Street every Saturday morning, how do they know the existence of those online brands who do not have their stores?