Case Study Presentation and Final Project - Tài liệu tham khảo | Đại học Hoa Sen

Case Study Presentation and Final Project - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

 

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Môn: Logistics (HS)

Trường: Đại học Hoa Sen

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Tác giả:

Profile Kim Oanh
Advanced Ecommerce Taught by P.T.K.Trung . HK1A_2021.2022
Evolving business models in the Internet car sales market
Some of Internet retail9s magic-wand promises of an instant revolution appear to be drying up,
and perhaps nowhere is this more apparent than in the US auto retail market. Car web retailing is
in the midst of change again. Take, for example, this headline from the industry trade –
magazine, Automotive News, published in August: 8Reports of the dealer9s demise appear to
have been premature.9
The first wave of web retailing of cars is already past with some very notable casualties,
including the cessation of operations at carOrder.com and doom-and-gloom parting shots by the
former head of Priceline.com9s auto sales.
Nevertheless, selling cars via the World Wide Web is far from dead. The model has simply
shifted back in favour of the traditional strengths of dealers, manufacturers and some mega auto
retail sites: access to a network of cars to sell.
The Internet was supposed to help consumers to bypass, if not to kill off, the unpleasantness in
buying a car: haggling with the car dealers.
Buyers would log on to the Internet, configure a car to their own specification, or just browse and
negotiate anonymously in serenity.
The promises came fast and furious. Venture capital was thrown at new ideas designed to sell
cars over the Internet.
Hopes were high all around except at the dealers, who became defensive at the thought of their
business being undermined. Many started to use the web for themselves.
Many harboured the suspicion that the big car manufacturers were manoeuvring to use the
Internet as a way of pushing dealers out in order to increase profits.
However, as many dot-com companies and ideas fall to earth, the shakeout has also changed the
initial perceptions of how cars would sell and who would sell them over the Internet.
The new thinking was crystallized by the recent resignation of Maryann Keller as the head of
Priceline.com9s auto business. Ms Keller, a former Wall Street auto analyst, who joined the site
with hopes of 8revolutionizing9 car retail, left on a more disillusioned note.
8For car buying, the Internet is an idea whose time has not yet come and may never,9 she says.
Many industry analysts, however, see a bright future in online car retail on sites that can actually
improve the buying process, something not achieved by the web brokering or price-naming
model of Priceline.com.
That improvement could come with offering a searchable, unlimited virtual warehouse of cars.
This process, called Locate-To-Order (LTO), allows consumers to search an inventory of dealers
and the factory to find a match close to their desired specifications.
Transactions could occur through dealerships still, but demand could move close to supply with
customers able to reserve cars still on the factory line.
Advanced Ecommerce Taught by P.T.K.Trung . HK1A_2021.2022
8We think we are going to see an evolution of this process over the next few years,9 says Baba
Shetty, senior automotive analyst at Forrester Research. 8The Internet enables some fundamental
process improvements, but that doesn9t blow up the existing retail distribution system.9
Both General Motors and Ford have offered dealers an olive branch and started to build systems
heading in this direction. GM9s BuyPower.com launched in October a Minneapolis pilot
programme, where it linked Oldsmobile dealerships and offered e-prices. It plans to expand its
testing of this system.
Ford has launched a site, FordDirect.com, in which its dealers own an 80 per cent stake and offer
combined inventories with e-prices that vary according to region. Other early leaders include
AutoNation.com, and its AOL partnership, and Microsoft9s auto portal, CarPoint.com.
AutoNation, the US9s largest dealer holding group, says it will sell $1.5 bn in new cars online this
year, and is now running a system that could be considered a prototype for the larger-scale LTO.
CarPoint.com has established 3000 dealer links with a relationship with Ford and has the highest
traffic of car sites to date. Right now it only refers customers to dealers, but is likely to change
early next year.
Another big referral site, Autobytel.com, is thought likely to struggle if it does not change, while
direct sellers, such as Greenlight.com which is linked with Amazon.com and finds cars for –
buyers also could gravitate to this model to compete. –
In five years, Forrester Research estimates that 6.5 per cent of new vehicle sales, or $33 bn, will
happen over the Internet, compared with about 1 per cent, or $2.8 bn, currently.
Also, by 2005, Internet research is expected to influence 55 per cent of car sales, with 40 per cent
of buyers at least visiting an online selling site. In the meantime, data about vehicles being sold
on the Internet should be more detailed.
Questions : for presentation
1. Evaluate the overall success of the Internet as a mechanism for car sales.
2. Which business models and revenue models appear to be effective on the Internet?
Can other success factors be identified?
3. Summarize the approach taken by the car manufacturers to the Internet marketplace.
4. Present an example of car supply chain processes and car services management after
sales.
5. As the case study was 15 years ago, you are recommended to find out on the Internet
for Automobile industry today siness model. You should select any famous car 9s bu
company (VinFast, Honda, Toyota,..) to present your study findings.
Develop your presentation to become a final project
Part 1: E-Commerce in automobile industry and car supply chain
Part 2: Plan a strategy to develop E-commerce model
a. What does the company do? What type of e-commerce model does it do?
Advanced Ecommerce Taught by P.T.K.Trung . HK1A_2021.2022
b. Describe the company, analyze and assess whether it is successful or fail
now
c. Marketing Plan
d. Mobile Commerce Plan
e. Customer Relationship Management
Format of final project: Length: (5000 words: +/-10%) max 10-12 pages A4.
Notes:
1. Answer all the questions, can propose other ideas to make your report more
consistent and logic, comprehensive information, no unnecessary information.
2. Language: English
3. Propose your outline if you are unsure.
No copy & cut, no plagiarism
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Evolving business models in the Internet car sales market
Some of Internet retail9s magic-wand promises of an instant revolution appear to be drying up,
and perhaps nowhere is this more apparent than in the US auto retail market. Car web retailing is
in the midst of change – again. Take, for example, this headline from the industry trade
magazine, Automotive News, published in August: 8Reports of the dealer9s demise appear to have been premature.9
The first wave of web retailing of cars is already past with some very notable casualties,
including the cessation of operations at carOrder.com and doom-and-gloom parting shots by the
former head of Priceline.com9s auto sales.
Nevertheless, selling cars via the World Wide Web is far from dead. The model has simply
shifted back in favour of the traditional strengths of dealers, manufacturers and some mega auto
retail sites: access to a network of cars to sell.
The Internet was supposed to help consumers to bypass, if not to kill off, the unpleasantness in
buying a car: haggling with the car dealers.
Buyers would log on to the Internet, configure a car to their own specification, or just browse and
negotiate anonymously in serenity.
The promises came fast and furious. Venture capital was thrown at new ideas designed to sell cars over the Internet.
Hopes were high all around except at the dealers, who became defensive at the thought of their
business being undermined. Many started to use the web for themselves.
Many harboured the suspicion that the big car manufacturers were manoeuvring to use the
Internet as a way of pushing dealers out in order to increase profits.
However, as many dot-com companies and ideas fall to earth, the shakeout has also changed the
initial perceptions of how cars would sell and who would sell them over the Internet.
The new thinking was crystallized by the recent resignation of Maryann Keller as the head of
Priceline.com9s auto business. Ms Keller, a former Wall Street auto analyst, who joined the site
with hopes of 8revolutionizing9 car retail, left on a more disillusioned note.
8For car buying, the Internet is an idea whose time has not yet come and may never,9 she says.
Many industry analysts, however, see a bright future in online car retail on sites that can actually
improve the buying process, something not achieved by the web brokering or price-naming model of Priceline.com.
That improvement could come with offering a searchable, unlimited virtual warehouse of cars.
This process, called Locate-To-Order (LTO), allows consumers to search an inventory of dealers
and the factory to find a match close to their desired specifications.
Transactions could occur through dealerships still, but demand could move close to supply with
customers able to reserve cars still on the factory line. Advanced Ecommerce
Taught by P.T.K.Trung . HK1A_2021.2022
8We think we are going to see an evolution of this process over the next few years,9 says Baba
Shetty, senior automotive analyst at Forrester Research. 8The Internet enables some fundamental
process improvements, but that doesn9t blow up the existing retail distribution system.9
Both General Motors and Ford have offered dealers an olive branch and started to build systems
heading in this direction. GM9s BuyPower.com launched in October a Minneapolis pilot
programme, where it linked Oldsmobile dealerships and offered e-prices. It plans to expand its testing of this system.
Ford has launched a site, FordDirect.com, in which its dealers own an 80 per cent stake and offer
combined inventories with e-prices that vary according to region. Other early leaders include
AutoNation.com, and its AOL partnership, and Microsoft9s auto portal, CarPoint.com.
AutoNation, the US9s largest dealer holding group, says it will sell $1.5 bn in new cars online this
year, and is now running a system that could be considered a prototype for the larger-scale LTO.
CarPoint.com has established 3000 dealer links with a relationship with Ford and has the highest
traffic of car sites to date. Right now it only refers customers to dealers, but is likely to change early next year.
Another big referral site, Autobytel.com, is thought likely to struggle if it does not change, while
direct sellers, such as Greenlight.com – which is linked with Amazon.com and finds cars for
buyers – also could gravitate to this model to compete.
In five years, Forrester Research estimates that 6.5 per cent of new vehicle sales, or $33 bn, will
happen over the Internet, compared with about 1 per cent, or $2.8 bn, currently.
Also, by 2005, Internet research is expected to influence 55 per cent of car sales, with 40 per cent
of buyers at least visiting an online selling site. In the meantime, data about vehicles being sold
on the Internet should be more detailed. Questions : for presentation
1. Evaluate the overall success of the Internet as a mechanism for car sales.
2. Which business models and revenue models appear to be effective on the Internet?
Can other success factors be identified?
3. Summarize the approach taken by the car manufacturers to the Internet marketplace.
4. Present an example of car supply chain processes and car services management after sales.
5. As the case study was 15 years ago, you are recommended to find out on the Internet
for Automobile industry today9s business model. You should select any famous car
company (VinFast, Honda, Toyota,..) to present your study findings.
Develop your presentation to become a final project
Part 1: E-Commerce in automobile industry and car supply chain
Part 2: Plan a strategy to develop E-commerce model
a. What does the company do? What type of e-commerce model does it do? Advanced Ecommerce
Taught by P.T.K.Trung . HK1A_2021.2022
b. Describe the company, analyze and assess whether it is successful or fail now c. Marketing Plan d. Mobile Commerce Plan
e. Customer Relationship Management
Format of final project: Length: (5000 words: +/-10%) max 10-12 pages A4. Notes:
1. Answer all the questions, can propose other ideas to make your report more
consistent and logic, comprehensive information, no unnecessary information. 2. Language: English
3. Propose your outline if you are unsure.
No copy & cut, no plagiarism Advanced Ecommerce
Taught by P.T.K.Trung . HK1A_2021.2022