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1 Executive Summary Virtual Vineyards have used a broad range of Information Technology IT initiatives to realize electronic commerce strategies in the digital age Implementation of these initiatives can bring about significant changes of business processes or even industry structures as early examples have demonstrated Combining a knowledge of wine and high technology the companys founders took their business online with a shopping-cart model that lets customers see whats actually in stock when they place an order as well as building a sense of community among suppliers end users and the sites managers The advent of the Internet and electronic commerce e-commerce provide interesting new choices to industries and businesses and the ubiquitous digital space provided a fertile economy of ideas Virtual Vineyards being one of them In the nascent days of e-commerce emerging technologies have been utilized to automate business transactions to facilitate communication between business partners to disseminate information to a global audience or to set up electronic marketplaces and virtual organizations Turban et al 1999 Electronic commerce systems that Virtual Vineyards employed was significant value as a lever for new customer management strategies mainly because they directly connect buyers and sellers supported fully digital information exchange between them suppressed time and place limits supported interactivity and therefore could dynamically adapt to customer behaviour and could be updated in real-time therefore always up-to-date Virtual Vineyards was a result of market forces that existed at the time of its implementation 2 Virtual Vineyards Business Model Virtual Vineyards Business Model according to Porters Strategy Model could be acknowledged as pursuing a Niche Strategy by focusing the business on a particular segment of the market then pursuing a differentiation strategy Aaker D 2001 Differentiation strategy requires constant innovation and leadership on the benefits that matter most to the customer Aaker D 2001 Virtual Vineyards market was that of specialty labels Its market comprised womenmen with moderate
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