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Saudi Electronic University
College of Administrative and Financial Sciences
ECOM101 – E-commerce
Assignment 3
E-commerce Project
End of week 13, Thursday 15th of April 2021 15 Marks
In this project, you are required to evaluate one of the websites below based on what you learn
from this course and your perspective. The evaluation will cover the different aspects of ECommerce such as business idea, website design, marketing, security … etc.
You will need to analyze the business and provide suggestions to improve the current business
Current e-commerce businesses: (choose one)
The following questions require critical thinking to be answered successfully. The answers to
these questions will drive the ways of improvement of the current e-commerce business.
Know the business 3.5 marks
What is the business? (your choice)
What is the idea? (the visioning process)
Introduce the e-commerce business you have chosen.
Provide an overview of the business idea
Product and type of services.
What are the different types of products? Explain
What kinds of services does the online store provide? [ customer service,
exchange and return, delivery, and payment options] Explain
Business statement.
Business vision.
Business objective.
Where is the money?
What is the company’s business model?
What is the revenue model? Give a general idea of how the business generates
Who and where is the target audience? Explain demographics, lifestyle, consumption
patterns, etc.
Characterize the marketplace.
Size, growth, demographics, structure, competition
Research the market and give an idea about each point
Describe the content of the business website
Conduct a SWOT analysis for the business (Explain each point)
At least three points for each
Develop an e-commerce presence map.
(For example: website, email … etc.)
What activities does the company use these platforms for? (E.g. marketing,
customer service, news…etc.)
Business Analysis
Student’s Name
Institution Affiliation
Course Number and Name
Instructor’s Name
Business Idea, vision and Business Statement
Aratopia’s main mission is to provide original and distinguished goods at competitive
prices in the local market. Serve the large population in the Middle East countries local markets.
Also coffee customers can be households or coffee vending outlets. The main objective of
Atatopia is to allow the local markets in the Middle East countries to get good quality products at
affordable prices. Atatopia is a world class business that deals with kitchen equipments for
restaurants, cafes and food outlets. The business offers a wide range of products of kitchen
equipments at a very affordable prices and the main targets for these business idea are owners of
restaurants, cafes and food outlets. The general overview of these business idea is to provide
restaurants, cafes and food outlet owners with the best quality products that will offer them long
lasting, quick and efficient services at affordable prices.
Business products and services
Atatopia offers a wide variety of products at bottom prices. These products are
international brands and they are of the best quality. The following are some of the products
found at Atatopia business; coffee equipments such as Nespresso machines and dolce gusto.
Nepresso brews only hot coffee while dolce gusto brews both hot and cold coffee.
Dolce Gusto’s original capsules are varied, containing coffee, milk, chocolate, tea, and more
while Nespresso one will need a fresh milk heater to make milk coffee drinks for example
They also have beverage equipments like; blenders and juicers. They also have ice
equipments like self-contained ice makers, dispensers and ice bins. They also have accessories
and mugs. They also have distillation tools for example plastic shaker, shaker two pieces plain
and collapsible drip kit. They also have syrup flavours for example; Cinnamon Monin syrup, Da
vinci sauce, white chocolate and brown chocolate.
Services Offered
Atatopia provides an excellent and superior customer care services and they also give
informative content about the products they offer. Atatopia store guarantees all new electrical
appliances, not covered by the agent’s warranty, and sold through the store directly against
manufacturing defects for a period of two years from the date of purchase. And in the event of a
malfunction covered by the guarantee, the store will take any of the following measures
according to its own choice has effective hassle free returns on most products where buyers can
easily return goods to the sellers and this is done within seven days of delivery. Atatopia also
have awesome return policies where customers can easily return unwanted merchandise.
Atatopia business aims at providing services to successful businesses in Saudi Arabia, Bahrain,
Oman, Kuwait and UAE countries.
Size, growth, demographics, structure, competition
Size and growth of the business will depend on the size of the market the business will
have. A large market is definitely going to expand the business bringing about more
developments in the beverage industry. The business is likely to face competition from other
business selling the same equipments. Curbing these competition will increase the market of the
business attracting more customers. Competition can be curbed by offering legit products at fair
and affordable prices.
Business Model and Revenue
Atatopia generates revenue by attracting investors from successful businesses in the Middle
East countries. After these investors have seen how good Aratopia’s products are, they create a
good name for the business hence attracting more investors to the business. Payment is done
using pay cards that is, a mada card. The bank transfer to the account of the Rakwat Al-Rahway
Commercial Corporation at the National Bank. Payment on receipt is done within the cities
covered by the Fastlo service.
SWOT Analysis
These business also have its strength and weakness. Some of the strengths are; a large
target market because lately a lot of people love coffee and other beverages. The business will
therefore have a large market for selling its products. The business will also save time and
money because it is an online business and products are being ordered online. It will also attract
more customers because they offer the products at better affordable prices. A weakness of these
business is limited product availability where limited number of products can only remain as
stock because an increase in hassle free return will bring about dead stock. Which is a
disadvantage to the business. Confusing business policies can also be a challenge to the online
coffee shops. The company should have well set policies for effective running.
E-commerce Presence Map
Atatopia has several social media platforms, like emails, twitter and instagram where they
advertise their products to get more customers hence expanding the business. These platforms
will also be used to showcase their excellent customer care services attracting more customers.
They also use these media platforms to communicate with their customers.
Atatopia. (n.d.). ‫الدفع والشحن‬. Retrieved from https://aratopia.sa/p/JAbZ
Explain the design of the system 1.5 marks
Explain in detail the design of the system (business objectives, system functionality,
information provided)
Business Objective
System Functionality
Information provided
Display Coffee Beans
Digital Catalog
Dynamic text and graphics catalog
Display Coffee
Digital Catalog
Dynamic text and graphics catalog
Digital Catalog
Dynamic text and graphics catalog
Competitive prices
Discounted prices
Timely Shipping and
Dealing with
accessories and
spare parts
Secured payment
Secured payment
Dynamic text
What can be improved or added into the system design?
The system is well designed, easy and simple to use. Online helpdesk can be added to improve
the system design instead of reaching them thru WhatsApp.
Explain the current business e-commerce features 1 mark
What are the current website features?
Variety of coffee items that can be purchased easily by customers
Full information and details of each product item.
Clear shipping, return and warranty policies and guidelines.
Multiple secured payment methods that satisfy all customers
An option to add comment or feedback which allows the company to know the strength
and weaknesses directly from customers.
International authentic brands for coffee machines and beans.
They provide spare parts which is a competitive advantage.
They deal with Redbox Smart Locker company to provide their customers with an
option to receive their purchased product at any suitable time.
Comparison list of their coffee machines
What types of these features can be annoying to customers? Provide pictures.
We believe the comparison style provided in the website can be much better as
shown below:
What can you do to improve the current features on the website?
The comparison should be more dynamic which allows the customers to
compare between specific items not only machines but even in beans and
Explain the business e-commerce process 1 marks
Explain in detail all the steps from the time user enters the website until the final user
buys a product.
From a variety of product choices, customer can select the product he needs from a
dropdown menu tab which has a sub dropdown menu that has more selection
Once the customer selects the category he needs, a page will open that has all the
products within the same category.
Customer then can check the details and the price of each product and add the
quantity of the selected suitable product.
Customer then can add all selected products to the website cart.
Once items are added in the cart, customer can proceed to the secured payment
checkout or can continue shopping from the website.
After proceeding to checkout, he/she need to fill the basic information like e-mail id,
Name, Address and contact number.
If customer decided to proceed with the payment checkout, the website will ask for
registration information such e-mail or phone number.
In the checkout page, costumer will need to add his delivery address, select the
shipping company and add payment method.
Once done, a confirmation will be sent to the customer e-mail or phone so he can
start tracking his shipments
What can be improved in the process?
The payment has to be in advance and there is no Cash on Delivery (COD)option.
Site Design 1.5 marks
Evaluate the website design focusing on the eight most important factors in successful ecommerce site design (ease of use, ease of purchase, simple graphics … etc.). You are
required to evaluate each factor.
What can be improved in the site design to be one of the most successful ecommerce websites?
Website assessment and evaluation is a widely studied area and several quantitative and
qualitative methodologies and frameworks have been presented in
literature.summarizes some of the evaluation models developed mainly for assessing ecommerce websites.
SITEQUAL : An instrument to measure perceived quality of an internet shopping site in
terms of ease of use, aesthetic design, processing speed, and security
Strategic Framework for Website Evaluation : An internal evaluation instrument to
ensure consistency between web strategy and actual website presence E-commerce
Website Information Content Survey : A tool to systematically describe website
Effectiveness Evaluation Model
A model based on the marketing mix (product, price, place,
and promotion) and website quality (reliability,
responsiveness, credibility, currency, relevance,
personalization, navigability, and security) elements
Business software 1 marks
The development of an e-commerce website requires more interactive functionalities, such as
the ability to respond to user input (name and address forms), capturing customer orders for
goods and services, clearing credit card transactions on the fly, consolidating price and product
databases, and even adjusting advertising on the screen based on user characteristics.
Explain the different types of software used on the website to perform the current
What can be done to improve the software?
in the website
1- Software applications
It can be obtained by completing tasks or achieving the desired. An end user is someone who is
already using a product or software. (They are the people who designed the end result for
them.) Some application programs are internet browsers, a CRM tool like Hubspot, an image
editing program like Adobe or Lightroom, or a word processing application like Microsoft Word.
The application software is either installed on a computer or based on the need of the user.
Because this is the most popular type of software
There are many options available and users can choose the one that best suits their needs,
budget and expectations. (For example, anyone who wants to search the Internet can use
Chrome, Safari, or even Firefox.)
2- System software
System software helps the user, computer or mobile device, and any application work together
seamlessly. This makes system software crucial to running any type of application program as
well as the entire computer system
Think about when your laptop or phone is updated. This is the System Software in Action: A
modification made to the system software helps your computer or phone to continue to
function fine and keep applications running. iOS from Apple is an example of system software,
like Microsoft Windows. System software always runs in the background of your device, but it
will never be something you will directly use. In fact, the only time most people remember it is
when the time for challenges comes
3- Programming software
While application software is designed for end users, and system software is designed for
computers or mobile devices, programming software is intended for computer programmers
and developers who write code. These are the programs that are used to write, develop, test,
and debug other software. It’s helpful to think of these programs as a compiler of sorts: they
take programming languages like Laravel, Python, C ++ and more and translate them into
something that a computer or phone understands.
4- Driver program
This program is often considered a type of system software. The driver works and controls the
devices connected to the computer. These drivers allow the hardware device to perform its
necessary functions. A very good (and practical) example of this is your printer. When you first
set up the printer to work with your computer, you must install software to connect the two so
that they communicate and print whatever you need.
About the question What can be done to improve the software?
There are many ways to improve the software but I’m going to tell you two way to improve the
software Encourage innovations and Communication is key
The aratopia they put Communication number and the social media accounts and that’s good
for them about the Encourage innovations Put a box for customers, such as a suggestion box
for the development of the site, and make them feel that they are partners with you on this site
because without customers there is no benefit from the site and here you will receive
innovative opinions.
Payment and Security 1.5 marks
What are the methods of payment available in the online store?
What are the technologies used on the website to secure the online transactions?
What other methods can be added? Explain why?
What other technologies can be added? Explain why?
What is the current privacy policy of the online store? Outline how the information is
collected and used?
What can be added to the privacy policy? Explain why?
– the methods of payment available in the online store are STC Pay, Visa and Mada
I suggest to add a new method that is Paiement when recieving because maybe someone has
only cash so he will pay it when take it and also that option will It will raise the trust between the
seller and the buyer
– Online transaction is a payment method in which the transfer of fund or money happens online
over electronic fund transfer. Online transaction process (OLTP) is secure and password
protected. Three steps involved in the online transaction are Registration, Placing an order, and,
There are many ways for technologies can be added Top 12 ways to do safe online transactions
PayPal, Google Wallet, Skrill , Payoneer ,Stripe , Payza, Dwolla , WePay , 2CheckOut , Amazon
Payments , ACH Payments
– the current privacy policy of the online store are Salla.sa
how they collected
information obtained by the Sella platform and kept in its electronic systems:
consumer personal information, such as name, e-mail, national identity number or residence
The personal information of the merchant, such as name, age, e-mail, national identity number
or residency number.
The information about the store and its legal entity, such as the commercial registration number
and a copy of the commercial registration.
Personal login information for the online store, such as the user name, password, e-mail, and the
question about retrieving the password and answering it.
In the event that the merchant does not provide the information required of him, the Sallah
platform may try to obtain it through other sources.
Consumer personal information, such as name, e-mail, national identity number or residence
The personal information of the merchant, such as name, age, e-mail, national identity number
or residency number.
The information about the store and its legal entity, such as the commercial registration number
and a copy of the commercial registration.
Personal login information for the online store, such as the user name, password, e-mail, and the
question about retrieving the password and answering it.
In the event that the merchant does not provide the information required of him, the Sallah
platform may try to obtain it through other sources.
how they used
share information about stores and dealers:
Of course, the basket platform seeks to retain this information in a way that preserves the privacy
of the trader, and the basket platform does not keep this information except with the aim of
improving the quality of the platform and the quality of the work of stores and to facilitate and
facilitate the work of merchants and stores.
As a general rule, all this information is only seen by some of the people in charge of the Sallah
platform, after they obtain a permit to view it by the Sallah platform management – the permit is
usually specific and restricted and is subject to legal and administrative control by the Sallah
platform – and this information will not be published or broadcast To others.
Whereas, the Saskat platform seeks to preserve the integrity of the stores and the rights of the
merchants, it is – in the event that the Saskat platform notices any illegal or illegal activity carried
out by the merchant – then the Saskat platform applies to the articles, terms and provisions of
the usage agreement and as it seeks as much as possible to preserve the safety of the stores’
work It may share any of this information with the competent authorities to take the necessary
action against the violating merchant or store, in order to protect the Salalah platform and the
rest of the merchants, stores and consumers from any legal liability that may occur to the
platform or to one of its users as a result of this illegal or illegal activity.
The merchant who initiates the registration of his store with the basket platform through the
success partners, then he grants the success partner who registered with him the right to see all
the information about the merchant and his store.
you can add Information that you enter when creating a profile on the site – for example, your
name, profile pictures, gender, date of birth, marital status, interests and hobbies, educational
status, and job details also, Information that is generated while using the website, including the
dates and frequency of your use of the website and the circumstances in which you use the
Categorize marketing and advertising strategy and method. 1 mark
Explain the current online, offline, and social media marketing strategies of the e-commerce
What can be done to improve the marketing aspects of the business?
Sales and advertising are two very closely linked aspects of the business marketing process. Sales
is concerned with selling the given product(s) or services of the company through the most
effective selling process by which they can reach the intended customer. Advertising is concerned
with informing the targeting audience about the product and endorsing it in order to improve
sales figures and also the visibility of the company in the market and relevant industry.
So the two business processes have a very close association ad affect each other directly. The
advertising management process involves market research which forms the basis for deciding
which products or services the company will offer and at what prices. Without deciding on this
the selling process cannot even be conceived. Also when the production has taken place,
advertising introduces the product or service to the market thus spreading awareness about the
product and contributing directly to the volume of sales done by the company.
It is important to be listed within Google for proper internet marketing. You need to know what
termspeople are searching for on Google that relate to your business. Your website will be easier
for webcrawler to index if you are listed on directories and registered with the search
engines.Consider sending freebie materials you plan to distribute to free online directories.
Those offering freeonline magazines may wish to submit it to one of the websites that are set up
to provide links to these e-zines. The same holds up for any type of eBook directory, article
directory, etc. Keep things specific tothe freebie youre offering.Descriptive and eloquent words
are important to enhance the professionalism on your site. Adjectives,used intelligently, will
improve the item descriptions featured on your site. Get clever and use jargonthat surprise all of
your readers. Keep them coming back just for the comments and conversations.Be sure your
Internet marketing plan has a guarantee to return money invested if a person is notsatisfied. Your
customers will feel safer and you will be more reputable. Customers are more likely totrust you
with a guarantee.Give your customers incentives to refer others. Turning one sale into multiples
is easy if you offer yourcustomers something free for referring others to your business. People
love getting free stuff and youcan get more sales with higher traffic.Entice customers away from
competitors websites by giving them something inexpensive, but new anddifferent. Relevant
articles will also improve your visibility to the major search engines. Useful andaccurate
information relating to your business will help consumers view you as an expert.
About the question of What can be done to improve the marketing aspects of the business
Research Your Audience Even if you’ve already done some research, you need to keep doing
research on your audience. The audience might be the same demographics today as yesterday
but due to technology and education, sometimes their views change
Get to work developing the products and content. Content that is well developed will educate,
inform, engage, and inspire action. Ensure that you can match every bit of content that you
create, in any form, to a reason for existing. Don’t only create text content. You also want to
create content in other formats such as pictorial, voice and video. The more forms of content you
can create, the better for your audience.
Know your competitors. 2 marks
Choose a website of one competitor in the same industry (locally or globally) and compare it
with your chosen company’s site. Indicate why the competitor’s website is better or worse
than the chosen company’s website. Provide screenshots with explanation.
What can be done by learning from your competitor’s experience?
Conclude your report. 1 mark
Summarize the above points and include your recommendation to improve the e-commerce
Guidelines for the assignment:
The answer sheet must include the following:
• Cover page
• Questions
• Answers
Make sure to include the cover page with all information required. One mark will be
deducted if there is no cover page
This is a group project (3-4 students), which is part of your course score. It requires
effort, research, and critical thinking.
You are required to choose one current business from the list.
Each website can be chosen by one group only.
Use font Times New Roman, 12 font size
Use 1.5 line spacing with adjust to all paragraphs (alignment).
Use the footer function to insert page number.
Ensure that you follow the APA style in your project and references.
The minimum number of required references is 5 references using APA style.
Your whole project report length should be between 2200 to 2800 words.
You must check the spelling and grammar mistakes before submitting the assignment.
Up to 20% of the total grade will be deducted for providing a poor structure of
assignment. Structure includes these elements paper style, free of spelling and grammar
mistakes, referencing and word count.
Your file should be saved as Word Doc. [Example]: Your name_CRN_ECOM101_ Project

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