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Evaluating the use of e commerce in a brick and click organization that balances ecommerce with a continued high street presence Essay Example

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Evaluating the use of e commerce in a brick and click organization that balances ecommerce with a continued high street presence

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The company was established in 1919 has grown steadily to become the largest food retailer in UK offering various food and nonfood products. Some of the nonfood products sold by the Tesco Company include clothing and electronics (De Toni and Tonchia, 2003, p. The retail also offers various services such as entertainment and insurance. Tesco also has branches in other different countries such as China, Hungary, US and Thailand and employs more than 440,000 people globally. The company has been able to remain ahead of its competitors by employing different strategies such as mergers, acquisitions, expansion and reliance on technology. The success of the company may also be attributable to strong leadership and innovation (De Toni and Tonchia, 2003, p.One of the most notable developments by Tesco happened in 2000 when Tesco.com was launched. In 2001, the Chief Executive of the Tesco acknowledged that e-commerce is a major development to the company which helped change the relationship between the company and its customers.com is among the best online shopping systems globally as the website is able to take more than 70, 000 orders weekly. The websites helped change the purchasing behaviors of customers as they do not have to physically get to the stores to buy their groceries. The website essentially offers customers the benefit of shopping from the convenience of their homes and to have their products delivered there (Palmer, 2004, p. When ordering online, customers can have their products delivered the next day or they can even order 28 days prior to the delivery.Tesco has further developed an online system to allow customers to make purchase from their Smart-phones. This is a form of e-commerce known referred as the mobile commerce (m-commerce) and was necessitated by the fact that more customers can access internet from their mobile phones in contrast to using computers which are less portable (Palmer, 2004, p. Additionally, the company has a system to maintain customer loyalty and therefore it introduced Tesco Loyalty Club. This strategy was introduced to ensure that the company is able to lock in customers to prevent them from being taken by its competitors as they earn points for every purchase which they can later redeem for some products from the store (Drejer, 2000, p.Tesco does not only rely on technology to sell its products but it also relies on computer based technologies to manage it supply chain

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De Toni, A and Tonchia S 2003, ‘Strategic planning and firms competencies: Traditional approaches and new perspectives’. International Journal of Operations & Production Management, Vol. 23 Issue 9, pp.947-976.

Drejer, A 2000, “Organisational learning and competence development,” The Learning Organization: An International Journal, Vol. 7 Issue 4, pp.206-220.

Hensman, M., et al. 2001, ‘Clicks vs. Bricks in the Emerging Online Financial Service Industry”, Long Range Planning Journal 34: 231-247.

Kenneth, L., and Traver, C 2002 “E-commerce: business, technology, society”, Addison Wesley.

Palmer M. 2004, ‘International retail restructuring and divestment: the experience of Tesco’. Journal of Marketing Management, November, Vol. 20 Issue 9/10, pp.1075-1101.

Rajput, W 2000, “E-Commerce Systems Architecture and Applications”, Artech House.

Sengupta, A., Mazumdar and Barik, M 2005, ‘e-Commerce security- A life cycle approach’ Sadhana Vol. 30 Parts 2 &3: Pp. 119-140.

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preview essay on Evaluating the use of e commerce in a brick and click organization that balances ecommerce with a continued high street presence
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: E-Commerce
  • Level: Undergraduate
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