Report On Evaluating And Analysis An Ebusiness Organization Marketing Essay

The major purpose of this study is to analyse an organisation at it is and how the usage of cyberspace can better its competitory advantage in the market topographic point. Internet has progressively act upon the public presentation of organisation. Market leaders have a really strong cyberspace presence. The concern environment is a extremely dynamic sector with alterations being the order of the twenty-four hours. These alterations ushered in the new ways of making concern, which is what brought in the usage of cyberspace to better the manner concerns are done.

The intent of this study is to analyse the company innovations that have been developed to interpret new schemes and concern theoretical accounts into processed and to better the efficiency, reactivity and effectivity of the organisation through invention on the company website. This exploits emerging chances and challenges posed by the cyberspace and e-business in the progressively networked.

E-business is a much broader construct and it is concerned with utilizing the cyberspace and related engineerings to incorporate and redesign organisation constructions, internal activities procedures and external dealingss.

At the terminal of this study, we will be able to make up one’s mind how much cyberspace and the company online theoretical account has added to company growing, increase in market portion and by and large the profitableness of the organisation. Problems with the site will be identified and the different ways through which these mistakes can be corrected.

Introduction:

Royal Brunei Airlines is the state ‘s flag bearer, it was established on 18 November 1974 as an independent corporation entirely owned by the authorities of Brunei Daressalam.

During Royal Brunei ‘s first twelvemonth of operation, services was started from it home base to four states. The path program extended over the old ages and flight to many states across the Earth runing from Asia to Africa, Europe and other portion of America.

Soon after the beginning of the millenary, Royal board and direction unveiled a bold and aggressive scheme to develop the air hose ‘s position as a universe category participant.

The intent of the program was to do the organisation good structured and dynamic turn overing out new merchandises and developing old 1s. At the same clip the air hose would put in a reflecting programmed that would include both the acquisition of new aircrafts and upgrading of its current equipment with the latest province of the art engineering to maintain up with the of all time increasing competition in the air power industry.

The aim was to raise the degrees of safety and comfort, two factors that are overriding to riders. The company web site has legion maps such as engagement and agenda, on-line buying and payment, Royal sky, clip table position, merchandise and services, rank engagement, and community interaction etc

It can be said that Royal Brunei operated as concern to concern ( B2B ) every bit good as concern to client ( B2C ) . The rating of Royal Brunei web site, this study will concentrate on the effectivity of online stigmatization, transactional installations and societal networking.

However, recommendation will be suggested for the betterment of Royal Brunei web site in order to derive a competitory advantage over its rivals.

Stigmatization:

A company trade name is fundamentally what a company is known for or the company is recognized with. Constructing a trade name name might be deserving much more that a batch of enterprisers realize in the long tally. Brand is one of the cardinal factors in e-business. It is a high construct across all boards marketing scheme that can profit any organisation both online and offline. Brand is more than merely an cyberspace, it communicate value and messages to clients.

A trade name is a alone design, mark, symbol, words, or a combination of these, employed in making an image that identifies a merchandise and differentiates it from its rivals. ( Business dictionary 2010 ) . A trade name can besides be seen to be a name attached to a merchandise or service which farther shows many more intangible facets of that merchandise or service in regard to the feelings and perceptual experiences about quality, image, lifestyle and position which the clients will make in their heads and prospects the perceptual experience that the merchandise or service is rather different from that of the rivals. A trade name offers the client a warrant and so delivers on it ( va-interactive 2009 ) .

Home

From the above definition, it can be said that trade name is more than a name, a symbol, a logo, is an image, an unseeable perceptual experience that attached to a merchandise or service by a company to distinguish its merchandises or service from that of its rivals. The clients form a mental image when the company logo is seen and what feeling is by and large formed in the bosom of clients.

Gardner and Levy ( 1955 ) defines trade name as a complex symbol that represents a assortment of thoughts and properties. It tell consumer many things, non merely by the manner it sounds ( and its actual significance if it has one ) but, more of import, via the organic structure of associations it has built up and acquired as a public object over a period of clip.

Brand image is defined as consumers ‘ perceptual experiences as reflected by the associations they hold in their heads when they think of your trade name. Dolak ( 2003 ) the quality of trade name acknowledgment will make trade name consciousness for illustration the symbol or name that relate to a company or services.

In this epoch where competition is really stiff and about at cut pharynx a batch of companies are bring forthing similar merchandises that can be used in topographic point of one another, sellers therefore needs a signifier of distinction to separate their merchandise or service that clients can place easy, a good stigmatization plan begins with a dramatic name for the merchandise, superior merchandises and services, backed by first-class client service particularly for merchandises and services that involve high contact with the client. Merchandises can easy be transcript but service is non. This will depends on the civilization of the organisation, the preparation and the attitudes of its employee. ( Albrecht and Zemke, 1985 ; Doyle, 1989 cited in Chernatony and Horn, 2001:1096 ) .

The company uses the state name and symbol, Royal airways to stand for its trade name on the company web site every bit good as the Royal skies. The logo colorss are like that of the National flag of Brunei Darussalam ( black and xanthous white. ) . The trade name name is one of the most powerful beginnings of individuality. When a trade name inquiries its individuality, the best reply is to analyze its name and to understand the logical thinking behind its creative activity.

The Brunei traditional design symbolizes the Bruneian gentle and gracious characters. The flower on the emblem deemed to be a symbol of satisfaction ( hypertext transfer protocol: //www.history-centre.gov.bn/eng-logo.htm ) . Royal Brunei air hose symbol has strong trade name acknowledgment online that showcases a singular aggregation of some of the most successful stigmatization execution.

However, the alone Royal Brunei air hose creates a alone image that will assist clients to place the company service.

From the above figure, it can be seen that Brunei air hose emblem is it trade name ‘s capital equity. That is to state, an emblem serves to typify trade name individuality through a ocular figure other than the trade name name. Brunei airlines web site shows the physical value and its tangible added value that will reflect the client perceptual experience. The ocular symbol and the logotypes will assist to understand the trade name ‘s personality and civilization. The alone symbol and logo of Brunei air hoses symbolized the gentle and gracious character.

The trade name ( Royal Brunei air hoses ) is built on the superior client service ( Doyle 1989:85 )

Royal Brunei air hose introduced trueness plans to make stronger ties to its clients. The intent of this plans adopted by the air hose is to keep and increase the output from its clients through long term interactive so as to accomplish value added relationship. This is done by cut downing competition among trade names, altering costs for clients.

the trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possiblethe trade name ( Singapore Airline ) is built on superior client service, ( Doyle 1989:85 ) riders here are ever treated good and good repasts are served, with tonss of warm smilings, ( Chan, D.2002 ) they discovered travelers normally have a difficult clip winging so their cabin staff makes winging every bit easiness as possibleBrunei traditional design called air muleh which symbolize the Bruneian gentle and gracious characters. Keramunting flower considered to be a symbol of satisfactionhttp: //www.history-centre.gov.bn/eng-logo.htm ) .Brunei traditional design called air muleh which symbolize the Bruneian gentle and gracious characters. Keramunting flower considered to be a symbol of satisfactionhttp: //www.history-centre.gov.bn/eng-logo.htm ) .Brunei traditional design called air muleh which symbolize the Bruneian gentle and gracious characters. Keramunting flower considered to be a symbol of satisfactionhttp: //www.history-centre.gov.bn/eng-logo.htm ) Brunei traditional design called air muleh which symbolize the Bruneian gentle and gracious characters. Keramunting flower considered to be a symbol of satisfactionhttp: //www.history-centre.gov.bn/eng-logo.htm ) Bottom of Form

Transactional Facilities:

In this concern universe, most organisation transacts concern online in order to derive competitory advantage over their rivals, besides for easy and convenient entree for clients to do dealing online other than offline. These installations on website aid companies to increase their mark and derive more freshly clients.

Royal Brunei air hoses makes reserve simple and easy on its web site when client book flight online there are four booking pages viz. : air hunt where client can input itinerary choice, Air handiness page is design to demo the possible flight available harmonizing to client demand, Itinerary review- the page designed for monetary value flight choice and gives the option for client to buy or modify the flight selected. the concluding engagement procedure is the concluding verification in which one time the client have booked and buy the flight, the itinerary information and mention codification will be given for the client to publish. During the engagement procedure, client will have a printable verification that shows the travel itinerary and booking mention

Besides, the path of the ticket purchase online will be sent straight to the electronic mail reference provided by the client every bit good as the ticket bringing information once the engagement procedure have been completed.

The Royal Brunei airways allowed booking in progress every bit long as it non exceeds 331 yearss of going.

The reserve can be view after been made, what client demand to make is to log in as a bruneiair.com member at the clip of purchase to take advantage of this characteristic after login select. From the left pilotage country, the engagement can be selected from the bill of fare.

From the front page of the web site, client can take advantage of the particular offers. Low monetary values are available on the web site mundane new offers being updated on a regular basis.

Besides, Royal Brunei air hoses accepts recognition card for its dealing, the acceptable cards are chiefly Visa and MasterCard.

On the web site, Customer recognition card inside informations are unafraid when booking for a reserve online even though the air hoses requested for clients CVC2 figure, it for a proof intent and it is non stored or seen by any member of the air hoses. Customer can cognize if the web site is unafraid when booking online by expression at the right side of the position saloon if a lock icon displayed at the underside, when snaping at the lock icon a certification will demo corroborating the security of the web site.

Figure 1 Royal Brunei air hoses

Royal Brunei air hose usage automated on-line gross revenues for both B2C and B2B.

in the B2C, the front page of the website already gives a hint on the monetary value the ticket might be sold automatically with human inputs in the procedure i.e. the purchases of electronic ticket and the choice of place figure are self select on the company web site. Once the handiness is confirmed payment inside informations are taken and e-mail corroborating the completes the dealing. This B2C bring convenience and velocity for the clients.

Royal Brunei air hose besides operated in B2B markets that provide value to both purchaser and provider. In many B2B minutess the gross revenues process is more likely to be one of the order acquisitions instead than one of the e-business constructs. Kalakota and Robinson ( 1999 ) , e- Business: Roadmap for success, do this point by stating that by nearing gross revenues or order acquisition as a procedure instead than as a map, companies will get down to see things from their clients point of position provider. The order acquisition is of great value that will enable to book for the ticket online, place figure, alteration day of the month etc.

Royal Brunei besides has offline installations in which clients can see one of the

Figure 2

The figures above shows the merchandising ticket map and the mechanism theoretical account used.

Royal Brunei air hoses usage branded fare status for his pricing policy. It can be seen from the figure, the different types of menus available to clients non merely the fixed rate gross revenues menus. though, the cheapest lowest menus have a restricted conditions such as no alterations to call, no refunds, no alteration to go day of the month and battle.

Royal Brunei adopted on-line concern theoretical accounts. of one such is the affiliate theoretical account where its advertises on the web site and links to the site of the affiliate merchandiser such as societal web like facebook, tagged, BearShare, YouTube etc i.e. it is a method of online merchandising by placeholder ( Tom Ogg 2007 )

On-line Gross saless publicity:

On-line gross revenues publicity will be used to measure Royal Brunei air hose maps as one of the major eight marketing mix acknowledged by David Chaffey ( 2006 ) .

Strauss et Al ( 2003 ) refer to gross revenues publicities as short term inducements of gifts or money that facilitate the motion of merchandises from manufacturer to stop user. Bickerton et a ( 2000 ) recognise that a successful online merchandising environment is of import but the purchasing procedure itself must be efficaciously promoted. Sonal and Preeta ( 2005 ) suggest gross revenues publicities that are advanced, exciting and gratifying. The client engagement additions as a consequence of the relationship between client and bond is strengthened. other advantages of cyberspace based publicities are that they can be customised and supply a faster, cost effectual acquisition tool compares to traditional gross revenues publicities chiefly due to the cyberspace as a distribution channel.

Figure 3

From the figure above, Royal Brunei air hoses has a strong online gross revenues publicities and offers. Royal Brunei air hose designed the promotional communicating Mix on its web site to accomplish:

Construct the air hose consciousness associated with a merchandise launch.

Generating involvement in order to drive web site traffic

Generating demand such a monetary value decreases which strengthen gross revenues

Offering merchandise information which serves to inform

Brand edifice through repetition purchases or particular wagess for trueness

Figure 4

Royal Brunei air hose rewarded clients reacting to a gross revenues publicity by added more value or by cut downing monetary values of the ticket purchase. The publicities are frequently linked to advertisement and take advantage of such thing as:

Loyal strategies including strategies

Seasonal price reduction, volume price reduction, introductory price reduction etc

Free gifts

Recommendation:

From the critical analysis of Royal Brunei web site, there are many ways in which the company can better it website that will do it more clients friendly. The undermentioned holla are some recommendations that will assist the company to better its web site so as to derive a competitory advantage over its rivals.

Feedback:

Though the Royal Brunei air hose has a forum page on another web site where client reappraisals and rider study can be found but non on the chief page of the company web site. Compare to other air hose companies, their feedback subdivision ever on the front page of their sites for easy entree for clients complaint so as to supply a feedback for clients. Royal Brunei should promote client ‘s sentiments to better their web site.

Waiting list options

This is one of the maps Royal Brunei is missing on its web site. When the air hose is to the full booked and there is no place available, the system will look into and inform the client. In so making, an option will be giving either to add the client to the waiting list or non. Once the client chink on accept, an automatic electronic mail will be sent to the client. This map will automatically book in the client when there is a infinite available.

Royal Brunei air hose web site can be develop by adding waiting list to its maps for proper betterment in order to run into client satisfaction even when the air hose is to the full booked at the clip of buying.

Website hunt engine

Search engine on a company web site is really utile because it help visitants to turn up the system content every bit speedy as possible. Search engine is non on the Royal Brunei websites. This could deter freshly clients that want to purchase ticket on make other minutess on the company web site for the first clip.

Royal Brunei should develop its web site by making a hunt engine that will enable visitants to turn up the content handily.

Supplying convenience

Royal Brunei should plan a topographic point for visitants to lodge involves pulling their attending which will subsequently go an exercising in larning the wonts of the habitues, functioning their go oning demands and supplying them with convenient ways for making their aims. Booking or any other grounds that makes the visitants to see the site should be easy to happen and non to be confounding them.

Communication betterment

Royal Brunei web site does non hold good e-communication services. The medium of communicating is non good defined and this could deter clients sing the web site for the first clip. The company should hold a better e-communication that will let clients to get information needed on clip for smooth minutess.

In add-on, the company can supply unrecorded confab support room that clients can talk straight to the air hose client services. In so making, this will assist in constructing relationship between the company and the clients.

Decision:

From the above analysis, it can be seen that Royal Brunei air hoses maintained a good client relationship services, it gives room for client ‘s ailment about their services.

Royal Brunei air hose usage a good ECRM to pull off client relationships through a digital channel by offering communicating and information on the right subject that will make a dependable and positive experience other than merely a dealing for clients.

However, its employs proper visual image schemes that looks alone and assessable to clients when booking a ticket or any other on-line dealing.

Besides, when clients get satisfied from utilizing the service, they will move as agents in signifier of advertisement by pass oning the experience they had to other people. Harmonizing to Carbone and Haeckel ( 1994 ) explains that if clients get a bad emotional experience from the service, it will impact their redemption desire.

Customer got tonss of picks so when company does non fulfill their demand ; they shift to another company that will run into their demands irrespective of the cost involved.

However, the Royal Brunei should construct the web site on a superior client service ( Doyle 1989 ) .