Omnichannel
Details of what you are expected to do:
1. Rationale
The rise and adoption of technology within business practices means that in order to meet the needs of changing consumers within a new purchase journey, organisations have had to adopt an omnichannel approach to processes and services. Technology and data analytics are now employed throughout the business and influence strategies from product development to final delivery. This is particularly relevant in a global trading environment where business practices are encouraged to be sustainable. Students should understand the significance of adopting Omnichannel strategies throughout business processes and services including marketing and supply chain management. By critiquing the omnichannel practices of a global company of their choice they will be able to demonstrate an understanding of omnichannel best practice and the strategic importance of this to a business. Students are free to choose any company they wish but their choice should be discussed and agreed with the tutor. When deciding, students should bear the following in mind:
1. The company must be global (i.e. have global stakeholders).
2. Size of company – any size company is fine (NB: a global company might also be a SME).
3. Industry – students should be guided by personal interest/knowledge.
The learning outcomes being assessed are learning outcomes 1-5:
1. Demonstrate a critical understanding of the omnichannel consumer and the evolving customer purchase journey, identifying how this impacts business strategy.
2. Critically analyse the impact of technology on data analytics and what this means for the strategic management of omnichannel marketing and supply chain processes.
3. Critically evaluate the rise in sustainable omnichannel strategies for global supply chain management.
4. Appreciate the need to manage businesses in an omnichannel manner for both business -to- business and business-to-consumer marketing and management, using technology as a key management tool for decision-making.
5. Apply the principles of omnichannel strategic business management in order to determine best practice for the design of a strategic omnichannel business strategy, using the appropriate academic theory.
3. Overview of assignment
Students are required to compile an individual business port folio (using the e-portfolio tool, Mahara) for a global business of their choice. The aim of the assignment is to evaluate how the chosen company has adapted its strategy and business processes to trade in a global omnichannel environment (i.e. how ‘omni’ are they?). The portfolio should be presented in a business report format, with sections addressing the following areas:
Executive Summary – students should include a succinct summary of the report at the beginning, giving specific yet concise details;
Clear Introduction to the company under consideration, including the platforms and trading formats that they engage with;
Macro Analysis – referring to relevant theory using appropriate references, the section should include technology trends, the changing consumer and consumer experience (including the purchase journey and omnichannel considerations);
Micro Analysis – linking practice to relevant theory using appropriate references, the section should include who the customers are (B2B and/or B2C), their competitors, and their trading formats:
Students should consider the company’s physical, online and mobile marketing and supply chain strategies.
Included in this section, where relevant, should be an evaluation of the company’s technology initiatives – employment of technology to aid processes (functional) and services (functional and fun) and the role of analytics. Students should embed this discussion within the sections, critiquing the benefits and pitfalls of using technology
as a business process and strategy. Students should review strategies in relation to
sustainability in a global context.
It is important to consider how all of the platforms come together as ‘touchpoints’ in the customer journey – appraise how well your company does this in terms of being where the customer wants them to be.
Conclusion & Recommendations – a clear conclusion, summing up the main findings and providing 2-3 suggestions of ‘best practice’ recommendations stating how close to best practice your company stands. Your assessment should be based on the discussion in previous section.
References – reference list provided in BU Harvard format
Appendix/Appendices – this should only be used for materials which support and add depth to the discussion and evidence what is already embedded in the main document (e.g. further explanation of a large report). Evidence within the portfolio can be secondary research that is either pictorial (e.g. screen shots, adverts), or written (e.g. articles from the news, company data). Students may also wish to conduct primary research where relevant e.g. store audits.
