Global Website Strategy in an International Business
Assessment of Case Study Global Website Strategy in an International Business
Layout
Case Overview
Alternatives
Analysis of Alternatives
Case Overview
The case commences at the premises that customers' perceptions of the internet have suffered modifications and that companies must adjust their marketing campaigns in order to remain competitive and continually respond to the changing needs of clients
The means by which the assessed company will make this transition is that of unifying its website
Case Overview (Continued)
Throughout its existence, Entrystop has undergone numerous processes of organizational change, which have strengthened its structure, role and position
They are about to embark on a new change process to better adapt to the current conditions within the market and the industry
Case Overview (Continued)
Entrystop manufactures and commercializes two main brands -- Firesec and Comsec
The first stands for fire safety and the second represents products manufactured and services delivered to ensure security
The process of website unification is applicable for the Comsec division
The benefits expected as a result of website unification include lower costs and better access to larger markets
2. The Problem
Entrystop does not currently possess an adequate website to centralize the information on its companies, products and services
Firesec, Comsec and their affiliates all possess more than 100 individual websites which offer detailed information on the products and services they offer
2. The Problem (Continued)
The information contained in the over 100 websites is often redundant
The quality of the numerous websites is not always adequate for a professional organization
2. Implications of the Problem
Comsec, and through it, Entrystop, lose money and customers due to the inefficiency of their online operations
The number of attracted customers online is generally low
The reputation of the company is negatively affected
The competitive position is also negatively impacted
3. Alternative Solutions
There are three main ways in which the company could address the issue
Integrate all of Firesec and Comsec's websites
Unify only the individual websites which are affiliated, such as Firesec and its affiliates separately and Comsec and its affiliates separately
Do not unify any websites
4. Analysis of Alternatives
The next slides will separately identify the shortages and benefits associated with each of the previously identified potential solutions
4.1.1. Overall Website Unification - Advantages
It would strengthen and consolidate the reputation of the entire company
It would centralize the information
It would create customer satisfaction as a single website would offer all the necessary information
4.1.2. Overall Website Unification - Disadvantages
Such an endeavor is far too complex
It would require large amounts of time
It would imply large financial costs
It is highly possible that the final version of such a great project does not comply with the pre-established quality standards
Access to the desired information could be difficult to gain
4.2.1. Separate Unification - Advantages
A specification has to be made in that this process would commence with the unification of Comsec and its affiliates' websites
In case of success, the websites of other Entrystop subsidiaries would be unified
As such, the unification of Comsec's website offers a prototype
The new website would offer sufficient information as desired by the customers
4.2.1. Separate Unification -- Limitations
Only offers one category of information
Customers may often search to protect themselves against general as well as fire risks, but the sole Comsec website would offer limited data
Lack of an offer for complementary products and services
4.3. No Unification -- Advantages and Disadvantages
Advantages
No additional risks
No additional costs
Disadvantages
No possibility for improvement
Reduced chances to adapt to the changing needs of the customers
Possibility to lose competitive position
5.1. Proposed Solution
Due to the current state of the company and the surrounding environment, change is imperative, meaning that the third solution is by no means feasible
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