This report has been aimed to the behaviour and the principle of E-commerce sites. In this respect, this study has been chosen an Australian ecommerce site namely Kogan.com. This report has been focused to the aim of the marketing behaviour of the company. This study is also helpful to identify the major principles of the mentioned website. In addition, the positive and the negative aspects of the ecommerce site have been discussed.
Overview of the website
Kogan.com is assumed to the greatest online and the retailer shop in Australia. In this site, more than 10000 products are available. Ruslan Kogan has established this online store in the year of 2006. This organisation has the specialisation in the electronics and the home appliances products. The headquarter of Kogan.com is in Melbourne. According to Al-Mudimigh (2015), Kogan.com has started its business with the supply of the product of LCD televisions.
Identification the features of the websites
As per the statement of Barnes and Hunt (2013), Kogan was renowned as the consumer electronics trademark. With the increase of time, Kogan allowed its customers to purchase the products in turn of affordable prices. After that, Kogan has started the online selling for the international consumers. In this purpose, it can be stated that this organisation has determined to consider the online media, key indicators in case of the online community such as bloggers and journalists as well. In order to discuss the communication strategy, Kgan.com focused to take the help of the online social networking sites.
Identification the positive and the negative aspects of the websites
Chang and Graham (2012) mentioned that there are a number of positive aspects of Kogan.com. It helps to save the time of the customers, as they do not need to visit to the stores to purchase the products. In addition, the consumers are able to compare the quality of the products, as all of the specifications are available at the same time. This in turn enhance the total sales of the organisation as well as the business can be expanded significantly.
On the contrary, Huang and Benyoucef (2013) argued that due to the online shopping, sometimes the consumers has been suffering the unethical issues in case of bill payment. In addition, the consumers can receive the ordered products after the proposed date. This would reduce to take the service from this particular ecommerce site.
After reviewing the business strategy of this company, it can be observed that Kogan.com is at e-business stage. In this context, e-business strategy incorporates the marketing as well as provides the optimum consumer service. It can be observed that Kogan.com used to allow its consumers to deliver the products in turn of affordable prices. Moreover, being an independent online store, Kogan.com is capable to communicate directly with its clients, suppliers, importers and with the retailers. In addition, Kogan.com does not allow the intermediary persons, which reflects to enhance the savings rate of the company. Instead of this, Kogan.com has been taken the help of social networking sites for the marketing purposes. As a result, the consumers can get a clear information regarding the quality of the products. In this connection, Mohapatra (2013) opined that advertisement is the another necessary aspect of the marketing of e-business.
Figure 1: E-commerce strategy
(Source: Kogan.com. 2016)
The strategy of the e-commerce can be discussed with the help of thee-commerce implementation procedure. As per the initial stage that is the formulation of the strategy is helpful to evaluate the capacity of the business, the favourable business environment. Chang and Graham (2012) cited that in this respect Kogan can identify the competitive advantage in their business. On the other hand, the e-commerce strategy is helpful to formulate the revenue strategy of the business as well as can formulate the multi channel strategy.
The third stage that is the e-commerce plan has been developed based on the e-commerce strategy. With the help of the e-commerce plan, Kogan.com can implemented the e-commerce business. As per this planning, the business aimed to the mission, vision and the technological evaluation of the organisation. At the last stage that is in the evaluation stage, Kogan can estimates and analyses the business implementation (Kogan.com. 2016).
This report is helpful to identify the business strategy of an Australian e-commerce site such as Kogan.com. After analysing the study, this can be identified that Kogan.com is at the e-business stage. In this respect, the reason has been also discussed. In addition, this report has tried to evaluate the e-commerce strategy of the company.
Al-Mudimigh, A.S., 2015. E-business strategy in an online banking services: a case study. The Journal of Internet Banking and Commerce, 2007.
Barnes, S. and Hunt, B. eds., 2013. E-commerce and v-business. Routledge.
Chang, K.P. and Graham, G., 2012. E-business strategy in supply chain collaboration: An empirical study of B2B e-commerce project in Taiwan.International Journal of Electronic Business Management, 10(2), p.101.
Huang, Z. and Benyoucef, M., 2013. From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), pp.246-259.
Kogan.com. (2016). Available at: [Accessed on 5 Sep. 2016].
Mohapatra, S., 2013. E-commerce Strategy. In E-Commerce Strategy (pp. 155-171). Springer US.