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Extend Bong Ljungdahl's current e-commerce. Encompass the B2C & SME market channel

Ekdahl, Alexander and von Stockenström, Johan (2010) MTT820
Engineering Logistics
Abstract
<b>Purpose:</b> Today, more and more people use the Internet for gathering information and for shopping. This means that the Internet visibility has become more important. Hence, the main purpose of this master thesis is to deliver a solution for Bong Ljungdahl AB’s e-commerce expansion towards private customers and Small Medium Enterprises. In addition to this, the thesis also aims to create an independent framework, which can be used by any company to seek guidance for expanding to a new market segment online such as Business-to-Consumer.<br>
<b>Method:</b> The authors conducted a framework based on three distribution channels, Business-to-Consumer via intermediaries, Business-to-Business & Large Enterprises, and Business-to-Consumer &... (More)
<b>Purpose:</b> Today, more and more people use the Internet for gathering information and for shopping. This means that the Internet visibility has become more important. Hence, the main purpose of this master thesis is to deliver a solution for Bong Ljungdahl AB’s e-commerce expansion towards private customers and Small Medium Enterprises. In addition to this, the thesis also aims to create an independent framework, which can be used by any company to seek guidance for expanding to a new market segment online such as Business-to-Consumer.<br>
<b>Method:</b> The authors conducted a framework based on three distribution channels, Business-to-Consumer via intermediaries, Business-to-Business & Large Enterprises, and Business-to-Consumer & Small Medium Enterprise, withholding different activities. In order to analyze the framework the authors used multiple case studies. The cases were conducted by gathering information through interviews, observations and from literature.<br>
<b>Conclusions:</b> The B2C & SME market channel presents an excellent potential, with high margin gains. Such potential cannot be neglected. The competitive analysis shows that Bong Ljungdahl is not far behind the top competitors on the B2C & SME market. Improving their online visibility, marketing and e-commerce platform should give them a top competitive position.<br>
<b>Recommendations:</b> The concluding recommendation for Bong Ljungdahl is to extend their e-commerce to encompass the B2C & SME market in order to gain better margins, get closer customer contacts, and to ease the reliance on intermediaries. (Less)
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author
Ekdahl, Alexander and von Stockenström, Johan
supervisor
organization
course
MTT820
year
type
M1 - University Diploma
subject
keywords
Key words: E-commerce, distribution channels, Business-to-Consumer (B2C) via intermediaries, Business-to-Business & Large Enterprises (B2B & LE), Business-to-Consumer & Small Medium Enterprises (B2C & SME), channel conflicts, framework, online marketing, Internet visibility
language
English
additional info
ISRN LUTMDN/TMTP--5700--SE
id
1731395
date added to LUP
2010-12-02 09:03:38
date last changed
2010-12-02 09:03:38
@misc{1731395,
  abstract     = {<b>Purpose:</b> Today, more and more people use the Internet for gathering information and for shopping. This means that the Internet visibility has become more important. Hence, the main purpose of this master thesis is to deliver a solution for Bong Ljungdahl AB’s e-commerce expansion towards private customers and Small Medium Enterprises. In addition to this, the thesis also aims to create an independent framework, which can be used by any company to seek guidance for expanding to a new market segment online such as Business-to-Consumer.<br>
<b>Method:</b> The authors conducted a framework based on three distribution channels, Business-to-Consumer via intermediaries, Business-to-Business & Large Enterprises, and Business-to-Consumer & Small Medium Enterprise, withholding different activities. In order to analyze the framework the authors used multiple case studies. The cases were conducted by gathering information through interviews, observations and from literature.<br>
<b>Conclusions:</b> The B2C & SME market channel presents an excellent potential, with high margin gains. Such potential cannot be neglected. The competitive analysis shows that Bong Ljungdahl is not far behind the top competitors on the B2C & SME market. Improving their online visibility, marketing and e-commerce platform should give them a top competitive position.<br>
<b>Recommendations:</b> The concluding recommendation for Bong Ljungdahl is to extend their e-commerce to encompass the B2C & SME market in order to gain better margins, get closer customer contacts, and to ease the reliance on intermediaries.},
  author       = {Ekdahl, Alexander and von Stockenström, Johan},
  keyword      = {Key words: E-commerce,distribution channels,Business-to-Consumer (B2C) via intermediaries,Business-to-Business & Large Enterprises (B2B & LE),Business-to-Consumer & Small Medium Enterprises (B2C & SME),channel conflicts,framework,online marketing,Internet visibility},
  language     = {eng},
  note         = {Student Paper},
  title        = {Extend Bong Ljungdahl's current e-commerce. Encompass the B2C & SME market channel},
  year         = {2010},
}