Project Guide

Topics: Case study, Electronic commerce, Dot-com Pages: 8 (1310 words) Published: April 23, 2014
Case Study – Project Guide

IT2506 E-Business Applications
AY2013-2014, S1

Case Study – Project Guide
Introduction
The Case Study Project will take place between Weeks 1-12, culminating in a formal group presentation in Week 16. All work is conducted during your regularly schedule LAB/Tutorial/eLearning sessions.

The goal of the project, simply put, is for students to learn what makes an e-business (e.g eCommerce, B2C) successful, and which factors lead to failure.

Schedule
The project schedule is as follows:
Week

Activity
Form project teams (refer to instructions on Blackboard)
Group Research

1-3

Successful E-Businesses


Teams are to research actual e-businesses that have been successful, and select one that they will use for their case study report.

Group Research
4

Unsuccessful E-Businesses


Teams are to research actual e-businesses that failed, and select one that they will use for their case study report.

Prepare & Submit Reports, Prepare for Presentation (10%)


Use the template (below) to prepare a report on each e-business. Submit via Blackboard.



8

Prepare and rehearse for formal presentation.

Formal Group Presentations (10%)



Present as a team, using PowerPoint slides.



Summarize with an overall conclusion of what your team learned about what makes an e-business successful.



11-12

Presentation during your tutorial period

Plan for about 10-15 minutes per team (each student speaks for < 3 minutes).

Note : As the sample report shown below is based on Pets, we strongly appreciate that all students avoid working on this topic.
Read (Week 2 Practical eLearning): Successful E-Commerce Websites: 15 Factors Impacting Online Shopping Behavior

Nanyang Polytechnic
School of Information Technology

Page 1 of 4

IT2506 E-Business Applications
AY2013-2014, S1

Case Study – Project Guide

Template
Prepare your case study report using the template provided below: (Include additional sections if required)
Company Name
Background


Provide comprehensive information about the company, including when it was started, who were the founders, how they were funded, etc.

Products and Services


Describe the products and/or services offered by the e-business.

Revenue Model


Explain the company’s intended revenue model (refer to the six e-business revenue models given in the lecture and recommended text). You may also discuss target audience and market segmentation in this section.

Environment and Competition


Describe the environment in which the company operated, and list any competitors in the same market space.

History and Outcome


Tell what happened with this e-business – what significant events took place, what problems were encountered, were they ultimately successful or not, where are they today, etc.

Conclusion


Provide your analysis of why this e-business succeeded or failed. If they failed, include your opinion of what they could have done differently.

Nanyang Polytechnic
School of Information Technology

Page 2 of 4

IT2506 E-Business Applications
AY2013-2014, S1

Case Study – Project Guide

Case Study Example – Pets.com
The following is an example of a case study for an unsuccessful e-business. This example is kept somewhat brief – your reports should be more extensive. Company Name
Pets.com
Background
The Pets.com domain name was originally registered by Greg McLemore in 1994, and launched as an online community for pet owners. A few years later, several investors and entrepreneurs noticed the potential of such a universally recognizable domain name, and added e-commerce capabilities to the site in 1998. At the same time, they brought Web veteran Julie Wainright onboard as CEO to run the company. She sold a 50% stake in Pets.com to Amazon.com, and raised nearly $110 million in four rounds of private-placement funding by December 1999. This allowed them to...
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