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Table Of Contents EXECUTIVE SUMMARY ABOUT COMPANY1 MARKETING WEB PRESENCE6 SWOT ANALYSIS14 TECHNOLOGY18 INTERNATIONAL LEGAL ETHICAL ISSUES25 CONCLUSION31 EXECUTIVE SUMMARY This project investigates the web based business of a well known Canadian based retailer Futureshopcom The main objective of the Futureshop e-commerce website is to be at an international level of business and to enhance its marketing capabilities Our team analyzed the website of Futureshop This companys presence on the web was established in 1995 and represents a reflection of all goods and services delivered by Futureshop to its customers Futureshop By the end of the project we have given our conclusions and recommendations concerning modifications to be introduced in order to improve the e-commerce of Futureshop In order to achieve our objective the consulting team first looked at the company background and analyzed Futureshops current value chain activities and the revenue model being used An examination of the various methods they use in order to market and promote their website was conducted This was achieved by looking into aspects of market segmentation web presence and specific advertising used at Futureshops webpage Our team also studied the legal ethical and cultural issues pertaining to Futureshop Now for each of these sections of analysis we performed a SWOT analysis in order to characterize our most important findings By using our SWOT analysis we were able to propose recommendations which are suggested to improve the business Background Established in 1982 Futureshop had become today Canadas largest electronics retailer During these 20 years Future Shop has grown from a one store operation located in Burnaby British Columbia to Canadas largest fastest-growing national retailer of consumer electronic products for the digital age with more than 100 stores from coast to coast and still growing Their annual sales in year 2001 had surpassed 2 billion Future Shop stores are now
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