The Consultancy Report on the Cranvilles Department Store will firstly analyse the business and its internal capacities and external influences, will then list aims and objectives suitable to the current situation and will showcase a solution to implement these. The internal analysis will be conducted with help of a SWOT analysis, highlighting amongst others the strength of Cranvilles quality customer service and the weakness of their missing online presence. External factors will be illustrated though a SLEPT analysis, resulting in the definition of aims and objectives, through the SMART approach. As the current situation of Cranvilles consists of the company only administering one shop in central New York, without an online shop nor an online presence, the need to keep up with the competition, to keep the business successful has emerged. The internet is becoming more and more important for businesses, as new technologies are introduced permanently and customers are getting used to rather buying online, than in store. Therefore the objectives of Cranvilles include the development of an e-business strategy, in form of the website Cranvilles.com and an app, and the modernisation of internal processes by setting up an intranet further described in the solution part. Benefits and costs will grant justification, followed by the project plan in form of a Gantt chart including distinct steps for the implementation. Lastly possible risks will be evaluated, giving sufficient information on the implementation before the final conclusion is drafted. The development of the website, app and intranet will be conducted within the next 11 months, promoting the brand and strength of quality customer service by expansion to different channels. A wider customer base in different segments will be gained and increase sales by 30% and profits by 15% within the first 6 months of performance. Further efficiency of operational processes will be enhanced by a better communication system in form of an intranet.
Table of Contents
1.0 EXECUTIVE SUMMARY
2.0 PROJECT OUTLINE AND SOLUTION
2.1 Introduction
2.2 Outline
2.3 SWOT analysis
2.4 SLEPT analysis
2.5 Aims and objectives
2.6 Solution
3.0 JUSTIFICATION
3.1 Benefits and Costs
4.0 IMPLEMENTATION
4.1 Project plan
4.2 Risk Assessment plan
5.0 CONCLUSION
Project Goals and Themes
The primary goal of this consultancy report is to develop a comprehensive e-business strategy for Cranvilles Department Store, which currently lacks an online presence. By analyzing internal and external factors, the report aims to modernize the company's retail approach and internal communication, ultimately increasing its competitive position, customer base, and operational efficiency.
- Development of a consumer-facing e-business strategy (website and mobile app).
- Modernization of internal business processes through a new corporate intranet.
- Application of strategic analysis models (SWOT, SLEPT, and SMART) for business assessment.
- Implementation planning via detailed project management tools like Gantt charts.
- Risk mitigation strategies to ensure the long-term success of digital transformation.
Excerpt from the Book
2.6 Solution
SELL SIDE
To meet the aims of strengthening the brand Cranvilles and to increase the customer base to national and international customers from different segments, the sell side will be expanded by the implementation of a website and an app.
The website will have the domain Cranvilles.com and will be able to be found on Google through the investment of search engine optimisation (SEO), pay-per-click (PPC) and via intermediaries such as fashion blogs. Customers will be allowed to buy online without time or geographical restriction, making the shopping experience convenient and global.
The website design will be simple, easy to use and will include the same range of products as in store, further featuring online exclusive products. Additional options like the application of filters, best seller products, product suggestions, express shipping, return allowance and several payment options will increase customer service and satisfaction. Each customer can create an individual profile, create a personal wish list, managing current and previous purchases and also has access to rewards, depending on the buying behaviour. These personalised profiles will also help monitoring and understanding buying behaviour of customers and will help in conduction useful market research.
Summary of Chapters
1.0 EXECUTIVE SUMMARY: This chapter provides an overview of the consultancy report, outlining the current business situation of Cranvilles and the planned digital interventions.
2.0 PROJECT OUTLINE AND SOLUTION: This section details the strategic framework, including SWOT and SLEPT analyses, and defines the technical solutions for both the sell-side and buy-side infrastructure.
3.0 JUSTIFICATION: This chapter contrasts the anticipated benefits of the proposed e-business strategy against the expected implementation costs to provide a business case.
4.0 IMPLEMENTATION: This section covers the practical execution of the strategy, providing a project plan and a risk assessment to ensure all objectives are met effectively.
5.0 CONCLUSION: This final chapter synthesizes the analysis and reaffirms the necessity of adopting the proposed digital solutions to remain competitive in the modern retail sector.
Keywords
E-business, Cranvilles, Department Store, Strategy, SWOT analysis, SLEPT analysis, SMART model, Digital transformation, E-commerce, Intranet, Project planning, Retail, Customer experience, Omni-channel, Risk management
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on creating a digital transformation strategy for the traditional retail business Cranvilles Department Store to increase competitiveness in the modern e-commerce market.
What are the core thematic fields covered in this study?
The study covers strategic business analysis, e-commerce development, internal process optimization through intranets, project planning, and risk management.
What is the main objective of the proposed project?
The main objective is to establish an online presence via a website and app, and to implement an intranet system, with the ultimate goal of increasing sales by 30% and profits by 15%.
Which scientific methods were applied for the analysis?
The author utilized several standard business management tools, specifically the SWOT analysis for internal/external resources, the SLEPT analysis for external factors, and the SMART model for setting clear objectives.
What topics are discussed in the main body of the document?
The main body treats the business environment, detailed technical solutions (sell-side/buy-side), financial justifications (benefits vs. costs), and a specific implementation schedule.
Which keywords best characterize the work?
Key terms include E-business, Strategy, Digital Transformation, E-commerce, SWOT, SLEPT, and Project Planning.
How is the intranet expected to benefit the internal staff?
The intranet aims to centralize data, improve communication between departments, eliminate redundant paperwork, and allow real-time access to stock information, thereby increasing operational efficiency.
What role do mobile applications play in the company's future?
The mobile app is designed to provide an omni-channel customer experience, offering the same products and services as the website to meet the demands of younger, tech-savvy consumer segments.
How does the report address potential implementation risks?
It provides a comprehensive risk assessment plan that identifies potential issues—such as technical complexities, data security, and resistance to change—and proposes mitigation strategies for each.
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- Judith Köstler (Autor), 2015, Consultancy Report on the Cranvilles Department Store. External Influences, Business and Internal Capacities, Múnich, GRIN Verlag, https://www.grin.com/document/385868
