Analysis of e-Business Strategy

Assignment Overview

Assessment Information

You will analyse a firm of your choice and examine the firm’s e-Business strategy in the light of a recent major economic or technological challenge. You will be required to present a well-researched and persuasive case.

Assessment Task (with genre/type)

You will be required to compile a 3000-word report to analyse the firm’s e-strategy using taught models. The assessment is made of three elements, which all must be completed for a pass.

The elements are:

1. A critical analysis of how the firm’s e-business has adapted to the challenge of Artificial Intelligence (AI).

2. How the firm has managed the recent development of AI with reference to its eCRM; reintermediation/disintermediation strategies.

3. How the firm has developed its social media presence and how it uses social media in its eBusiness.

Completion of this assessment will address the following learning outcomes:

1. Analyse and classify a firm’s current e-business strategy, identifying its strengths and weaknesses relative to those of its direct competitors.

2. Choose effective e-business strategies for the delivery of products and services to increase market share and sustainability.

3. Compile and elaborate an understanding of concepts, theories, frameworks and principles for e-commerce and e-business, and demonstrate their competent use.

Assessment Requirements – Brief Summary

This assessment requires the student to conduct an in-depth analysis of a chosen firm and evaluate how the organisation has shaped and adapted its e-business strategy in response to a significant economic or technological challenge, with a specific focus on Artificial Intelligence (AI).

The task involves writing a 3000-word analytical report using relevant e-business models and frameworks. The report must cover three key elements:

1. Critical Analysis of AI-Driven Adaptation

• Examine how the firm’s e-business strategy has evolved due to the introduction or growth of Artificial Intelligence.

• Identify the strategic changes, new processes, and technological shifts implemented.

2. Evaluation of AI’s Impact on eCRM & Intermediation

• Assess how the firm has utilised AI in its eCRM processes.

• Analyse how AI has influenced reintermediation or disintermediation decisions in digital distribution channels.

3. Assessment of Social Media Strategy for eBusiness

• Explore how the firm has enhanced or reshaped its social media presence.

• Evaluate how effectively social media is integrated into the firm’s e-business activities.

Learning Outcomes Addressed

Completion of the assessment covers:

1. Analysing and classifying a firm’s current e-business strategy, identifying strengths and weaknesses against competitors.

2. Selecting effective e-business strategies to improve market share and sustainability.

3. Demonstrating understanding of key concepts, theories, and frameworks in e-commerce and e-business.

How the Academic Mentor Guided the Student 

The Academic Mentor supported the student through a structured and methodical process, ensuring clarity in understanding each assessment element and how to apply the correct academic frameworks. The mentoring process followed these key stages:

Step 1: Understanding the Assessment Brief

The mentor began by thoroughly reviewing the assessment brief with the student. This included:

• Breaking down each requirement into manageable parts.

• Clarifying the expected report structure and word count distribution.

• Highlighting that each of the three elements must be completed to pass.

• Explaining the required depth of academic research and use of e-business models.

This initial clarification ensured the student started with a clear roadmap.

Step 2: Choosing a Suitable Firm for Analysis

The mentor helped the student choose a firm with:

• An active digital business model.

• Evidence of adaptation to AI.

• Publicly available data, reports, and resources for research.

The student was encouraged to select a well-known organisation to ensure availability of credible sources.

Step 3: Conducting Background Research

The student was guided to gather:

• Company annual reports

• Articles on AI initiatives

• Industry analyses

• Competitor comparisons

• Academic literature on strategic frameworks

The mentor advised the student to organise research into categories matching the three assessment elements.

Step 4: Applying Suitable e-Business Models

The mentor demonstrated how to apply relevant models such as:

• SWOT analysis

• Value Chain analysis

• Porter’s Five Forces

• eCRM frameworks

• Digital transformation models

• Social media strategy frameworks

Each model was linked explicitly to the part of the assessment it supported, ensuring the analysis remained academically grounded.

Step 5: Writing the Critical Analysis (Element 1)

The mentor instructed the student to:

• Explain how AI has affected the firm’s digital strategy.

• Identify shifts in organisational processes, customer interactions, automation, or data use.

• Compare these changes with competitor responses where applicable.

This section was written with emphasis on critical evaluation, not description.

Step 6: Analysing AI’s Influence on eCRM and Intermediation (Element 2)

For this element, the mentor guided the student to:

• Show how AI improved personalisation, customer segmentation, and communication.

• Use real examples such as chatbots, predictive analytics, or automated workflows.

• Explain whether AI led the firm to:

  • Remove intermediaries (disintermediation), or

  • Introduce new digital intermediaries (reintermediation)

The student was coached to link these strategic decisions to outcomes such as efficiency, cost savings, or enhanced customer experience.

Step 7: Examining Social Media Strategy (Element 3)

The mentor helped the student evaluate:

• The firm's key social media platforms.

• AI tools used for audience targeting and engagement.

• Content strategies aligned with branding and e-business development.

• Integration of social media with sales funnels, customer support, and digital marketing.

The student was guided to use examples and analytics where available.

Step 8: Structuring and Writing the Report

The mentor explained how to ensure:

• Smooth transitions between sections

• Academic tone and referencing

• Balanced analysis with evidence

• Logical section headers aligned with the marking criteria

The student was also instructed to include a strong introduction, conclusion, and Harvard-style references.

Step 9: Final Review and Quality Check

The mentor helped the student:

• Check alignment with all assessment elements

• Ensure each learning outcome was addressed

• Review grammar, clarity, and formatting

• Verify citations and avoid plagiarism

This ensured the final submission met academic expectations.

Outcome Achieved

By following the structured guidance:

• The student produced a coherent, well-researched 3000-word report.

• All three assessment elements were addressed comprehensively.

• The firm’s AI-adaptation strategy was critically analysed.

• AI’s role in eCRM and intermediation decisions was clearly evaluated.

• The social media presence was examined with reference to e-business models.

The final report demonstrated strong analytical depth, academic research, and practical understanding of digital strategy.

Learning Objectives Successfully Covered

Through this process, the student achieved all required learning outcomes:

LO1

Analysed and classified the firm’s e-business strategy, identifying strengths, weaknesses, and competitor positioning.

LO2

Recommended effective digital strategies to enhance competitiveness, market share, and sustainability.

LO3

Applied and explained relevant theories, models, and frameworks, demonstrating a solid understanding of e-commerce and e-business principles.

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