Subject of the task: Case study analysis of a digital business, its revenue model and enhancement of user experience (UX).
Contextual information: Digital business is highly relevant in the modern business landscape for a variety of reasons. Its importance has been further amplified in recent years due to its rapid advancement of digital technologies and the internet, including global reach, cost efficiency, accessibility, data-driven decision making, scalability, targeted marketing, customer engagement, innovation, and cross-channel integration (Meyer et al., 2023). The relevance of digital business lies in its ability to capitalize on digital technologies, expand market research, improve cost-efficiency, and adapt to evolving consumer preferences. As technology continues to advance, digital business will remain a critical aspect of the global economy and business landscape. To stay competitive in a rapidly evolving online world, digital businesses need to adopt new technologies and methodologies swiftly through user experience (UX).
Expected Contents: You are required to answer the following questions from a digital business:
1. Introduction to the type of digital business (B2B, B2C, G2C, etc).
2. Analyze its macro and microenvironment and competition. Summarize the findings doing a SWOT in a table.
3. What is the business opportunity they spotted? What is the value proposition?
4. Define the digital business’ target audience (market segmentation).
5. Analyze the revenue model. What is the payment system they use? How do they guarantee security in the transactions?
6. Analyze the business’s website and app, and the user experience based on the four key elements (usability, functionality, accessibility, visual design).
7. Indicate 5 key performance indicators (KPI’s) they use to measure business performance.
8. Provide a detailed example of a successful digital campaign that the business has implemented.
9. In your opinion, what are the main three success factors of the digital business?
Digital business to choose from: (1) Patagonia, (2) Nomad Coffee – Lab & Shop, (3) BLOK London, (4) Unilever, (5) L’Oréal, (6) IKEA.
Format:
• Wordcount: 1.200 – 1.700 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial or Calibri 12 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography must be in Harvard’s citation style.
• Expected structure: Table of contents, References & appendix.