Etude de cas phoneshop.com

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  • Publié le : 21 avril 2011
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“The online phone shop you can talk to”

CONTENT PAGE

INTRODUCTION P. 3

TASK A

MARKET ENVIRONMENT ANALYSIS

I- PESTEL ANALYSIS P. 4

II- Porter’s 5 Forces ANALYSIS P. 7

III- FONESHOP’S RESOURCES P. 9

IV- CRITICAL SUCCESS FACTORS P. 9

SUMMARY TASK A / SWOT ANALYSIS: - STRENGHTS/WEAKNESSES; P. 10

- OPPORTUNITIES/THREATS P. 11

TASK B

STRATEGIC OPTION

I-1st STRATEGIC OPTION P.12

II- 2nd STARTEGIC OPTION P. 13

TASK C

ACCEPTABILITY, FEASIBILITY, SUITABILITY

I- 1st STRATEGIC OPTION P14

II- 2nd STARTEGIC OPTION P.15

III- what is the strategy implantation

who should be given priority? P. 16

REFERENCES P. 17

FIGURES

Figure 1: PESTLE Analysis, Impact of External Factors on the Industry

Figure 2: Strength of theFive Forces by M. Porter

Figure 3: Ansoff Matrix, the recommendable strategic option

INTRODUCTION

Foneshop.com is a company who was created in 2004. Part of Excalibur Group until recently the company is now independent but still maintains links with the group previously cited.
Foneshop.com is an e-commerce company, indeed the two main activities are:
□ Sales of mobile phoneaccessories through their own websites. This activity is under Foneshop.com Limited's control and its French subsidiary SARL Excalibur Europe.
□ Design and Build of e-commerce websites for external clients. This activity is led by Excalibur Studio, a branch of Foneshop.com Ltd.

With its 12 websites, included Foneshop.com, the company is present in the main countries of Europe as UK, France,Germany Spain and Netherlands... and is now consider as one of the UK's leading online retailers of mobile phones and accessories.
The company consists of 5 persons.

In the first part of this report, you will find an analysis of the environment of Foneshop, presenting both of internal and external environments with also the critical success factors. To summarize this part I’ll present a tablewith the company’s: strengths / weaknesses and the industry’s opportunities / threats. In the second part, there is presentation of some strategic options for Foneshop.com and taking in account the first part.
Finally, I will conclude by a presentation of the strategic option that the company cans implements for its future and the reasons of this choice.

TASK A

MARKET ENVIRONMENT ANALYSISI- PESTEL ANALYSIS

[pic]

Figure 1: PESTLE Analysis, Impact of External Factors on the Industry

- POLITICAL FACTORS & LEGAL FACTORS

The legal and political factors are difficult to separate in the case of a company carrying trade on the internet, because there is no proper political factor on this, except from the fact that in some countries, some sites are forbidden because theyrepresent "a political threat." Companies selling online should not deliver political messages on their sites, under threat of closure.

The legislation on the internet in general, is still evolving, however, for Internet' commerce, laws are well advanced. Indeed, two important factors have tended to legislation on the Internet:

- The need to standardize the rights and protection of Europeanconsumers in terms of international competition.

- The introduction of new computer technologies and the Internet in distance commerce.

That's why some laws have been introduced in France as well in other countries like the United Kingdom by transposition of European laws.

Law 2004-575, obligation to clear and comprehensible information from the seller concerning the right of withdrawal, thetime and manner of delivery of products ordered.

Luc Chatel Act, strengthen consumers' rights, particularly with regard to termination of contracts and withdrawal time for delivery and the protection of consumers and their personal information, also to serve consumers with the development of competition.

ECONOMIC FACTORS

Since the end of the financial crisis, people in general,...
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