research paper代写范文：Objectives For An E Business Strategy
research paper代写范文-电子商务战略的目标，本文是一篇留学生research paper写作格式范文，该项目的目的是调查该公司的现状，以期进行投资。 research paper的研究目的是确定和设定电子商务战略的目标。正在研究的公司拥有一支在科学机械和配件的制造、维护、服务和支持方面拥有150多年经验的员工队伍。它是由五家私营公司组成的更大集团的一部分。该公司渴望将其业务扩展到新的国家，并生产具有卓越质量的创新产品，但目前它使用的设备陈旧过时，没有长期的企业对企业协议，利润率最低，也没有电子商务战略。 该报告将审查该公司在新国家扩张业务的过程分析，以提高业绩。下面就一起参考这篇research paper写作范文。
Executive Summary (Synopsis) 执行摘要
The aim of the project is to investigate the current state of the company with a view to investment.
The intention is to identify and set objectives for an e-business strategy.
The company under study has a workforce with over 150 years of experience in manufacturing, maintaining, service and support of scientific machinery and accessories. It is part of a larger group of five privately owned companies. The company aspires to expand its operations into new countries and produce innovative products with exceptional quality however it currently operates with dated and obsolete equipment with no long term business to business agreements, minimal profit margins and no e-business strategy.
The report will review a process analysis of the company in relation to expanding its operations into a new country with a view to improving performance.
The first part of this report applies five analytical tools in strategic management concluding with an evaluation of a proposed approach. The second part of this report details the challenges of e-business adoption ending with an evaluation of the critical success factors. The third part of this report is a critical review of the process analysis.
本报告第一部分在战略管理中应用了五种分析工具，最后对拟议的方法进行了评估。本报告的第二部分详细介绍了采用电子商务所面临的挑战，并对关键成功因素进行了评估。本报告的第三部分是对过程分析的批判性审查。
Task A
The objective of this task is to formulate a suitable E-business strategy for the company. Competition has always been central to the agenda of companies. Strategic planning has now become widely accepted as the important task of charting a long term direction for a company. Strategies offer a frame work for understanding position and the underlying forces of competition (M Porter). Reviewing Information Systems (IS) and Information Technology (IT) are used in business to add value and achieve objectives (McKay and Marshall, 2004). Identifying internal and external forces is essential to understanding and defining strategic goals and objectives. The rate of change in both internal and external environments of manufacturing firms is increasing, which necessitates that increased attention be paid to strategic planning and strategy formulation. The approach for this task will mirror that suggested by McKay and Marshal who recommended that internal and external analysis can create an e-vision. An appropriate devised e-business strategy can then be proposed.
本任务的目标是为公司制定合适的电子商务战略。竞争一直是公司议程的核心。战略规划现在已被广泛接受为制定公司长期方向的重要任务。战略为理解地位和竞争的潜在力量提供了框架（M波特）。审查信息系统（IS）和信息技术（IT）在企业中用于增加价值和实现目标。识别内部和外部力量对于理解和确定战略目标至关重要。制造企业内外部环境的变化速度正在加快，这就需要更加重视战略规划和战略制定。这项任务的方法将反映麦凯和马歇尔的建议，他们建议内部和外部分析可以创建电子愿景。然后可以提出一个适当的电子商务战略。
McFarlan’s Strategic Grid 麦克法兰战略网格
In 1993 McFarlan and McKenney provided a strategic grid to examine the strategic role of information technology. The tool is useful in balance decision making. Analysing and understanding the company’s information technology and information systems will be vital in terms of how the company does its business currently and how its business model or e-business strategy is formulated for the future. 1993年，McFarlan和McKenney提供了一个战略网格来研究信息技术的战略作用。该工具在平衡决策中很有用。分析和了解公司的信息技术和信息系统对于公司当前的业务运作方式以及未来的商业模式或电子商务战略制定方式至关重要。
Factory: High operational impact, low strategic impact, this quadrant is about operational improvements that affect large portions of the firm, and are aimed at improving performance or decreasing cost.
工厂：高运营影响，低战略影响，此象限涉及影响公司大部分的运营改进，旨在提高绩效或降低成本。
Turnaround: low operational impact, high strategic impact. This quadrant is about exploiting new technologies to provide strategic opportunities.
周转：低运营影响，高战略影响。这一象限涉及利用新技术提供战略机遇。
Strategic: High operational impact, high strategic impact. IT organisations that have most projects in this quadrant understand that IT can both improve core operations of the firm while simultaneously generating strategic options.
战略：高运营影响，高战略影响。在这个象限中拥有大多数项目的IT组织都明白，IT既可以改善公司的核心运营，又可以同时产生战略选择。
Application of Model.模型的应用
Figure 1.0 Illustrates the company’s position in the McFlarans’s strategic grid as strategic quadrant. The company has identified that information technology and information systems are an important part of their future. This has been identified by the company’s desire for an e-business strategy. If the company utilised IS & IT more then the business will perform more efficiently and potentially gain a competitive advantage. Future investment in IT & IS is a necessity for the company’s growth. It can not be ignored that the company is positioned close to the turnaround quadrant but on analysis the company has identified its needs for growth thus strategic planning is of higher importance.
图1.0说明了公司在麦克法兰战略网格中作为战略象限的地位。该公司已确定信息技术和信息系统是其未来的重要组成部分。这已被该公司对电子商务战略的渴望所证实。如果公司更多地利用信息系统和信息技术，那么业务将更加高效，并可能获得竞争优势。未来对信息技术和信息系统的投资是公司发展的必要条件。不可忽视的是，该公司的定位接近周转象限，但经过分析，该公司已确定其增长需求，因此战略规划更为重要。
Pest Analysis Pest分析
When analyzing the macro-environment, it is important to identify the factors that might in turn affect a number of vital variables that are likely to influence the organization’s supply and demand levels and its costs (Kotter and Schlesinger, 1991; Johnson and Scholes, 1993). The “radical and ongoing changes occurring in society create an uncertain environment and have an impact on the function of the whole organization” (Tsiakkiros, 2002).
在分析宏观环境时，重要的是确定可能反过来影响许多重要变量的因素，这些变量可能会影响组织的供需水平及其成本。“社会中发生的剧烈和持续的变化造成了不确定的环境，并对整个组织的功能产生了影响”。
Kotler (1998) claims that the PEST analysis is a useful tool for understanding market growth or decline, and as such the position, potential and direction for a business. A PEST analysis is a business measurement tool. PEST is an acronym for Political, Economic, Social and Technological factors, which are used to assess the market for a business or organisational unit. The PEST analysis headings are a framework for reviewing a situation, and can also, like SWOT analysis, and PorterHYPERLINK
Kotler声称，PEST分析是了解市场增长或衰退以及企业的地位、潜力和方向的有用工具。PEST分析是一种业务衡量工具。PEST是政治、经济、社会和技术因素的缩写，用于评估企业或组织单位的市场。PEST分析标题是审查情况的框架，也可以像SWOT分析和Porter HYPER LINK一样。
As PEST factors are essentially external, completing a PEST analysis is helpful prior to completing a SWOT analysis, a SWOT analysis – Strengths, Weaknesses, Opportunities, and Threats – is based broadly on half internal and half external factors.
由于PEST因素本质上是外部的，因此在完成SWOT分析之前完成PEST分析是有帮助的，SWOT（优势、劣势、机会和威胁）分析主要基于一半内部和一半外部因素。
PEST ensures that company’s performance is aligned positively with the powerful forces of change that are affecting business environment (Porter, 1985). PEST is useful when a company decides to enter its business operations into new markets and new countries. The use of PEST, in this case, helps to break free of unconscious assumptions, and help to effectively adapt to the realities of the new environment.
The results can be used to take advantage of opportunities and to make contingency plans for threats when preparing business and strategic plans (Byars, 1991; Cooper, 2000).
PEST确保公司绩效与影响商业环境的强大变革力量保持积极一致。当公司决定进入新市场和新国家时，PEST非常有用。在这种情况下，PEST的使用有助于打破无意识的假设，并有助于有效地适应新环境的现实。在制定业务和战略计划时，可以利用这些结果来利用机会，并针对威胁制定应急计划。
Application of Model 模型的应用
(P)olitical Factors 政治因素
The company opening in new countries must consider political factors such as regulations and legalities; for example an e-business may not be eligible to trade or have premises in a new territory. Chinese regulations for example have limited Google’s search engine, excluding Google’s You Tube. In March 2010 China banned Google’s search engine only to lift the ban a day after.
The company must monitor the new Country’s policies or regulations to ensure the way it conducts business is politically acceptable and thus not limiting any future strategies or goals. Ensuring the selected country has a stable political environment will aid company stability. Many countries have restrictive polices which are designed to protect local manufactures from larger organisations. Such policies often hinder foreign companies from entering into these markets. The company should form a strategic alliance with a local company to circumvent any limitations in opening in a new country.
公司在新国家开业必须考虑法规和法律等政治因素；例如，电子商务可能没有资格在新的地区进行交易或拥有经营场所。例如，中国的法规限制了谷歌的搜索引擎，不包括谷歌的YouTube。2010年3月，中国禁止谷歌搜索引擎，但一天后才解除禁令。
公司必须监控新国家的政策或法规，以确保其开展业务的方式在政治上是可以接受的，从而不会限制任何未来战略或目标。确保所选国家拥有稳定的政治环境将有助于公司稳定。许多国家制定了限制性政策，旨在保护当地制造商免受大型组织的影响。此类政策往往阻碍外国公司进入这些市场。该公司应与当地公司结成战略联盟，以规避在新国家开业的任何限制。
(E)conomic Factors 经济因素
The industry is in growth, this is indicated by the company wishing to expand and develop an e-business strategy. Funding in new country’s can be affected by monetary and fiscal rates. Changing inflation rates and currency fluctuation can determine the profitability of the company.
A depressed economy will generally be a luxury which results in a number of organisations going out of business, it can provide opportunities for some (Robinson and et al., 1978; Thompson, 2002). If the company is restricted by political issues this would be considered if an alliance was required to set up operations in a new country. A depressed economy could also give an advantage on labour due to high unemployment.
Energy availability and cost will require analysing for suitability in the new country. This could affect the e-business strategy in a negative or positive way.
该行业正在增长，这表明该公司希望扩大和发展电子商务战略。新国家的资金可能会受到货币和财政利率的影响。通货膨胀率和货币波动的变化可以决定公司的盈利能力。
经济不景气通常是一种奢侈，会导致许多组织倒闭，它可以为一些人提供机会。如果该公司受到政治问题的限制，如果需要联盟在新的国家建立业务，则会考虑这一点。由于失业率居高不下，经济低迷也可能给劳动力带来优势。
能源可用性和成本需要分析其在新国家的适用性。这可能会对电子商务战略产生消极或积极的影响。
(S)ocio Cultural Factors 社会文化因素
Recruitment in a new country will have to consider technology limitations due to education. Higher educational standards will raise the probability of technology advancement thus having a competitive edge.
Consumers attitudes towards online transactions may negatively influence the e-business strategy however if the new country is emerging as an online leader due to political influences such as investing in IT then this could gain a competitive advantage.
Cultural attitudes towards e-business across the globe may affect the company objectives.
在一个新的国家进行招聘时，必须考虑教育带来的技术限制。更高的教育标准将提高技术进步的可能性，从而具有竞争优势。
消费者对在线交易的态度可能会对电子商务战略产生负面影响，但是，如果新国家由于政治影响（如投资IT）而成为在线领导者，那么这可能会获得竞争优势。
全球对电子商务的文化态度可能会影响公司的目标。
(T)echnological Factors 技术因素
Safer online transactions will aid online communication thus improving business to business communications and orders.
Internet accessibility can determine whether the company’s e-business strategy will work. Some locations may have limited services or none at all. This can also be a competitive advantage if the area is in development or an internet provider is expanding.
Technology advances could potentially aid the company in being more efficient and lean. Becoming a lean world class business will aid the company in being financially competitive. Government investment in technology and research will aid growth.
更安全的在线交易将有助于在线沟通，从而改善企业间的沟通和订单。
互联网的可访问性可以决定公司的电子商务战略是否有效。一些地点可能服务有限或根本没有服务。如果该地区正在开发或互联网提供商正在扩张，这也可能是一种竞争优势。
技术进步可能有助于公司提高效率和精益。成为一个精益的世界级企业将有助于公司在财务上具有竞争力。政府对技术和研究的投资将有助于增长。
SWOT Analysis SWOT分析
SWOT has an extensive history as a model of strategic and marketing analysis. It has featured in strategy books since 1972. SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats in a project or in a business venture. It involves identifying the internal and external factors that are favourable and unfavourable to achieve that objective. The technique is credited to Albert Humphrey
SWOT作为战略和营销分析的模型，有着广泛的历史。自1972年以来，SWOT分析一直是战略书籍的特色。SWOT是一种战略规划方法，用于评估项目或商业风险中的优势、劣势、机会和威胁。它涉及确定对实现这一目标有利和不利的内部和外部因素。这项技术归功于阿尔伯特·汉弗莱
It advocates say that it can be used to gauge the degree of “fit” between the organisation’s strategies and its environment, and to suggest ways in which the organisation can profit from strengths and opportunities and shield itself against weaknesses and threats (Adams, 2005). The tool is relatively simple to use but its impact if used academically could be influential in a new business strategy.
它的倡导者说，它可以用来衡量组织的战略与其环境之间的“契合”程度，并建议组织如何从优势和机遇中获益，并保护自己免受弱点和威胁。该工具使用相对简单，但如果在学术上使用，其影响可能会对新的商业战略产生影响。
A weakness is that SWOT, having been conceived in simpler times means it does not cope very well with some of the subtler aspects of modern strategic theory, such as trade-offs (De Witt and Meyer, 1998).
一个缺点是，SWOT是在较简单的时代构想出来的，这意味着它不能很好地处理现代战略理论的一些微妙方面，例如权衡。
Strengths: characteristics of the business or team that give it an advantage over others in the industry.
Weaknesses: are characteristics that place the firm at a disadvantage relative to others.
Opportunities: external chances to make greater sales or profits in the environment.
Threats: external elements in the environment that could cause difficulty for the business.
优势：企业或团队的特点，使其在行业中具有优势。
劣势：是指使公司相对于其他公司处于劣势的特征。
机会：在环境中取得更大销售额或利润的外部机会。
威胁：环境中可能给企业带来困难的外部因素。
Application of Tool 工具的应用
The tool has been applied to the company to establish the strengths, weaknesses, opportunities and threats. 该工具已应用于公司，以确定优势、劣势、机会和威胁。
(S)trengths 优势
150 Years workforce experience.
Good company name.
High quality production and service.
Constantly lowering costs to compete.
Informative website
Desire to grow the business into new territory.
Competent workforce
Strategic growth into new country / territory
Supply directly to customer
After sales service
Privately owned
International customer base
Service and support is world wide
150年工作经验。
良好的公司名称。
高品质的生产和服务。
不断降低竞争成本。
信息网站
渴望将业务拓展到新的领域。
称职的劳动力
进入新国家/地区的战略增长
直接提供给客户
售后服务
私人所有
国际客户群
服务和支持遍布全球
(W)eaknesses 劣势
Limited resources.
Website is designed for marketing, no transactions.
Limited investment.
Bricks and mortar organisation no web transactions
Skills shortage or little innovation.
Weak marketing with no e-commerce or e- business strategy.
Dated processing of supply chain management, lack of information technology and information systems.
Profit margins are set to compete for business
Still using some dated equipment
资源有限。
网站是为营销而设计的，没有交易。
有限投资。
实体组织无网络交易
技能短缺或创新不足。
市场营销薄弱，没有电子商务或电子商务战略。
供应链管理流程陈旧，缺乏信息技术和信息系统。
利润率将与商业竞争
仍在使用一些过时的设备
(O)pportunities 机会
Competition is unwilling to take on less important projects.
Mergers or strategic alliances in new country
IS and IT improvements for competitive advantage enhancing a professional company image.
Website sales developing market.
International market
LTA (long term agreements) with suppliers and customers.
Educated general manager.
Logistics / transportation.
Diversification
Up to date technology manufacturing.
Potential to open new site.
Development of new technology, processes and materials.
Faster manufacturing with less power (competitive pricing)
Environmental leader
Unsaturated market
IT director with 20 years’ experience in e-business
竞争不愿意承担不太重要的项目。
新国家的合并或战略联盟
信息系统和信息技术的改进，以增强竞争优势，提升专业公司形象。
网站销售开发市场。
国际市场
LTA（长期协议）与供应商和客户。
受过教育的总经理。
物流/运输。
多元化
最新技术制造。
可能开设新网站。
开发新技术、新工艺和新材料。
更快的生产，更少的电力（具有竞争力的价格）
环境负责人
不饱和市场
具有20年电子商务经验的IT主管
(T)hreats 威胁
Language barriers in potential new country
Competitive rivalry in global market for larger contracts.
Fluctuation in global monetary policy fiscal/interest rates could leave the company exposed (supply chain).
Cheap labour abroad.
Fierce competition from larger companies.
Possibility of a competitor developing new technology.
潜在新国家的语言障碍
大型合同在全球市场上的竞争。
全球货币政策财政/利率的波动可能会使公司面临风险（供应链）。
国外廉价劳动力。
来自大公司的激烈竞争。
竞争对手开发新技术的可能性。
Porters ‘Five Forces’ Model of Competition 波特五力竞争模型
The Porter’s Five Forces model is a simple tool that supports strategic understanding where power lies in a business situation. It also helps to understand both the strength of a firm’s current competitive position, and the strength of a position a company is looking to move into. Despite the fact that the Five Force framework focuses on business concerns rather than public policy, it also emphasizes extended competition for value rather than just competition among existing rivals, and the simpleness of its application inspired numerous companies as well as business schools to adopt its use (Wheelen and Hunger, 1998).
波特的五力模型是一个简单的工具，它支持对商业环境中权力所在的战略理解。这也有助于了解公司当前竞争地位的优势，以及公司希望进入的地位的优势。尽管“五种力量”框架侧重于商业问题而非公共政策，但它也强调了价值竞争的延伸，而不仅仅是现有竞争对手之间的竞争，其应用的简单性激励了许多公司和商学院采用它。
The original competitive forces model, as proposed by Porter, identified five forces which would impact on an organization’s behaviour in a competitive market. These include the following:
波特提出的原始竞争力模型确定了五种影响组织在竞争市场中行为的力量。其中包括以下内容：
The rivalry between existing sellers in the market. 市场上现有卖家之间的竞争
The power exerted by the customers in the market.客户在市场中的影响力
The impact of the suppliers on the sellers.供应商对卖方的影响
The potential threat of new sellers entering the market.新卖家进入市场的潜在威胁
The threat of substitute products becoming available in the market.替代产品进入市场的威胁
Understanding the nature of each of these forces gives organizations the necessary insights to enable them to formulate the appropriate strategies to be successful in their market (Thurlby, 1998).
了解每一种力量的性质可以使组织获得必要的洞察力，从而制定适当的战略，在市场上取得成功。
Application of Tool 工具的应用
Rivalry Amongst Existing Firms 现有公司之间的竞争
Strong amount of rivalry within the company’s chosen products/industry. Rivalry is evident by the presence of larger businesses in the same industry. Competitive pricing indicates fierce competition.
公司所选产品/行业内的竞争激烈。在同一行业中，大型企业的存在表明了竞争的存在。竞争性定价表明竞争激烈。
Bargaining Power of Buyers 购买者的议价能力
Buyers can approach the company and the competition (larger companies) thus creating competition and fierce pricing strategies. Long term agreements are essential to long term stability. The company accepting minimal profit demonstrates the bargaining power of buyers. The company doesn’t hold a niche product thus the cost of a buyer switching supply will be minimal.
买家可以接近公司和竞争对手（较大的公司），从而形成竞争和激烈的定价策略。长期协议对长期稳定至关重要。接受最低利润的公司显示了买家的讨价还价能力。该公司不持有利基产品，因此买方更换供应的成本将最低。
Bargaining Power of Suppliers 供应商的议价能力
Suppliers could strategically integrate forward for example assemble the product and sell direct to customer.
供应商可以战略性地向前整合，例如组装产品并直接销售给客户。
The World Wide Web reduces the possibility of supplier’s rates being overpriced and uncompetitive. The company can access the www to research suppliers and costs to ensure the right price is being paid thus forcing the supplier to have less bargaining power.
If the cost of switching supplier is high e.g. switching from one component supplier to another though there is no evidence of this to the company, it shouldn’t be overlooked.
万维网降低了供应商价格过高和缺乏竞争力的可能性。该公司可以访问www来研究供应商和成本，以确保支付正确的价格，从而迫使供应商降低议价能力。
如果更换供应商的成本很高，例如从一个组件供应商更换到另一个，尽管公司没有证据表明这一点，但不应忽视。
Threat of New Entrants 新进入者的威胁
The high set up costs and technology reduce the risk of new entrants. This is indicated by larger organisations as competition. The desire to develop the business into a new country indicates that competition is minimal. Competitors could retaliate when made aware of the company establishing itself in a new country.
高昂的设置成本和技术降低了新进入者的风险。大型组织表示这是竞争。将业务发展到一个新国家的愿望表明，竞争是最小的。当竞争对手得知该公司在一个新的国家成立时，他们可能会进行报复。
Threat of Substitute Products 替代产品的威胁
The threat of a substitute product is high. The company are manufacturing dated products. New technology could eliminate the need for the dated product thus ending the majority of the company’s revenue.
替代产品的威胁很大。这家公司正在生产过时的产品。新技术可以消除对过时产品的需求，从而结束公司大部分收入。
The threat of the customer not needing the dated part, designed out of the end product. There is no evidence to support the threat but choosing to ignore it could be costly.
客户不需要过时部件的威胁，这些部件是从最终产品中设计出来的。没有证据支持这一威胁，但选择忽视它可能代价高昂。
McKinsey 7S Model 麦肯锡7S模型
The McKinsey 7S model was developed in the late 1970s and named after a consulting company, McKinsey and Company, which has conducted applied research in business and industry (Pascale & Athos, 1981; Peters & Waterman, 1982). The 7-S model is a tool for managerial analysis and action that provides a structure with which to consider a company as a whole, so that the organisation’s problems may be diagnosed and a strategy may be developed and implemented. The 7-S diagram illustrates the multiplicity interconnectedness of elements that define an organisation’s ability to change.
麦肯锡7S模型开发于20世纪70年代末，以一家咨询公司麦肯锡公司命名，该公司在商业和工业领域进行了应用研究。7-S模型是一种管理分析和行动的工具，它提供了一种将公司视为一个整体的结构，从而可以诊断组织的问题，制定和实施战略。7-S图说明了定义组织变革能力的要素的多重互连性。
The Seven-Ss is a framework for analyzing organizations and their effectiveness. It looks at the seven key elements that make the organisations successful, or not:
七个S是分析组织及其有效性的框架。它着眼于组织成功与否的七个关键因素：
Strategy plan of action 战略行动计划
Structure dictates way the company operates and performs (Waterman, 1980)结构决定了公司的运营和执行方式
Systems user friendly as possible (Lynch, 2005)尽可能方便用户使用系统
Style important in the performance of strategy (Martins and Terblanche 2003)风格对战略绩效至关重要
Skill to maintain competitive edge in technology advancement 保持技术进步竞争优势的技能
Staff people make a business successful 员工使企业成功
Shared values common goals working together to achieve them 共同价值观共同目标共同努力实现
Application of Tool 工具的应用
Strategy 战略
The company has a desire for growth by entering in to a new country and establishing an e-business strategy. Realisation of company’s business strategy and the group’s corporate goals requires substantial capital investment in the near future.
该公司渴望通过进入一个新的国家并制定电子商务战略来实现增长。实现公司的业务战略和集团的企业目标需要在不久的将来进行大量的资本投资。
Structure 结构
The structure of the company often dictates the way it operates and performs (waterman et al 1980).
No formal alliances.
Privately owned.
公司的结构通常决定其运营和执行的方式。
没有正式联盟。
私人所有。
Systems 系统
Customer satisfaction the website offers a feedback mechanism
Local area network provides administration a range of functional applications. The wider area network enables access to email and the World Wide Web.
The company utilises computer aided design (CAD) and has a new stock control system which will drive forward control and the desire for efficiency.
客户满意度网站提供反馈机制
局域网为管理提供了一系列功能应用程序。广域网使人们能够访问电子邮件和万维网。
该公司使用计算机辅助设计（CAD），并拥有一个新的库存控制系统，该系统将推动向前控制和对效率的渴望。
Style 风格
The company prides itself on quality of products and services satisfying customers has a grate deal of focus. Over engineering a product to achieve superior quality may hinder effectiveness to compete in pricing. Utilising a competitive prising strategy to establish sales.
该公司以产品和服务的质量为荣，以客户满意为重点。过度设计产品以实现卓越质量可能会阻碍价格竞争的有效性。利用竞争性定价策略建立销售。
Skill 技能
Over 150 years experience. Develops machinery from design to manufacturing with the use of computer aided design (CAD).
Educated and enthusiastic general manager
Appears to be a lack of creativity/innovation amongst the company’s workforce.
In house training offered to customers in all aspects of machinery and instrumentation demonstrates a high skill level.
150多年经验。利用计算机辅助设计（CAD）将机械从设计发展到制造。
受过教育、热情的总经理
公司员工似乎缺乏创造力/创新能力。
为客户提供的机械和仪器各方面的内部培训显示出较高的技能水平。
Staff 员工
New general manager has ethicised the need for a flexible work force and working environment. A new recruitment policy has been recognized as a driver for development.
新任总经理强调需要灵活的劳动力和工作环境。一项新的征聘政策被认为是发展的推动力。
Shared values 共享的价值观
Service support contracts with emphasis on creating quality products and services.
Good relationships with a number of organisations, sector manufacturers and developers.
服务支持合同，强调创造优质产品和服务。
与许多组织、行业制造商和开发商保持良好关系。
E- Business Strategy Objectives 电子商务战略目标
Strategy is designed to transform the firm from the present position to the new position described by objectives, subject to constraints of the capabilities or the potential (Ansoff, 1965).
The author recommends the following objectives for the company’s e-business strategy supported by the data provided from the analytical tools used; SWOT, Porters Five Forces, Mckinsey’s 7S, PEST and McFarlan’s Strategic Grid.
To innovate new technology and efficiency through strategic investment, employee motivation and empowerment.
Increase efficiency and effectiveness e-procurement
Increase revenue from global markets
Establish an long term agreement (LTA)
战略旨在根据能力或潜力的限制，将公司从目前的职位转变为目标所描述的新职位。
作者根据所用分析工具提供的数据，为该公司的电子商务战略提出了以下目标；SWOT、波特五力、麦肯锡7S、PEST和麦克法兰战略网格。
通过战略投资、员工激励和授权创新新技术和效率。
提高电子采购的效率和效力
加全球市场收入
建立长期协议（LTA）
E-Business Strategy Evaluation and Alignment with Business Objectives 电子商务战略评估和与业务目标的一致性
To remain competitive in today’s global economy, the company must decide what methods, processes, and technologies will best optimize their operations. They have to weigh the company analysis and take action quickly in this ultra-competitive environment. Innovations and faster product development can also often create a barrier for potential new entrants (Porter, 2004) .The Company’s dependence on obsolete products and lack of innovation has been analysed as a threat in Mckinsey’s 7S analysis and SWOT. The workforce has a wealth of over 150 years experience yet the business relays on obsolete components as its main revenue. It is essential to form strategic alliances with suitable organisations across the globe. Collaboration between the businesses will form the foundation for the development of new products. To aid the process of managing the change the author would recommend a well chosen project management technique or tool be applied especially in the planning stage. A suitable tool would be Critical Path Analysis which was originally created to benefit large defence projects.
为了在当今的全球经济中保持竞争力，公司必须决定哪些方法、流程和技术能够最好地优化其运营。他们必须权衡公司分析，并在竞争激烈的环境中迅速采取行动。创新和更快的产品开发通常也会给潜在的新进入者带来障碍。麦肯锡的7S分析和SWOT分析将公司对过时产品的依赖和缺乏创新分析为威胁。员工拥有超过150年的丰富经验，但企业的主要收入依赖于过时的组件。必须与全球各地合适的组织结成战略联盟。企业之间的合作将构成新产品开发的基础。为了帮助管理变更的过程，作者建议特别是在规划阶段应用精心选择的项目管理技术或工具。一个合适的工具是关键路径分析，它最初是为了帮助大型国防项目而创建的。
Two models, SWOT and Mckinsey’s 7S identified a lack of creativity/innovation amongst the company’s workforce. It is important for the organisation to instil confidence among the employees about their future in the organisation and future career growth as an incentive for hard work (Purcell and Boxal, 2003) Emphasis is needed on hiring the best staff, providing them with rigorous training and mentoring support, and pushing personnel to their limits to achieve professional excellence. Creating professional excellence will gain competitive advantage over competitors. Empowered employees become more proactive with ideas and solutions. To overcome pockets of reluctance to change, the company’s vision for change must provide an atmosphere of communication where concerns about transformation are not seen negatively but rather welcomed. Achieving empowerment and employee motivation requires continuous articulation and communication of reporting results and monitoring each individual’s contribution and accountability to the overall company’s objective. Leading others to think innovatively and promoting the continual discovery of new solutions and technologies is essential for the company to achieve its goal.
SWOT和麦肯锡7S这两种模型表明，公司员工缺乏创造力/创新能力。对于组织来说，重要的是要让员工对自己在组织中的未来和未来的职业发展充满信心，以此激励他们努力工作。需要强调的是，招聘最好的员工，为他们提供严格的培训和指导支持，并将员工推向极限，以实现专业卓越。创造专业卓越将获得竞争优势。有能力的员工在想法和解决方案方面变得更加积极主动。为了克服对变革的不情愿，公司的变革愿景必须提供一种沟通的氛围，在这种氛围中，对变革的担忧不会被视为负面的，而是受到欢迎的。实现授权和员工激励需要持续阐述和沟通报告结果，并监控每个人对公司整体目标的贡献和责任。领导他人进行创新思维，促进新解决方案和技术的不断发现，对于公司实现其目标至关重要。
Motivation is the art of getting people to do what you want them to do because they want to do it (Dwight Eisenhower)
In order to maximise efficiencies across the supply chain the company needs to invest in information technology and information systems, the SWOT analysis has identified efficiency gains in e-procurement. IS and IT efficiencies will offer a competitive advantage also enhancing professionalism of the company and its overall image thus being more attractive to potential customers. Information systems and information technology are used in business to add value and achieve objectives (McKay and Marshall, 2004)
动机是让人们做你想让他们做的事，因为他们想这样做的艺术
为了最大限度地提高整个供应链的效率，公司需要投资于信息技术和信息系统，SWOT分析已经确定了电子采购的效率收益。信息系统和信息技术效率将提供竞争优势，也将提高公司的专业性和整体形象，从而对潜在客户更具吸引力。信息系统和信息技术在企业中用于增加价值和实现目标
The data from SWOT and PEST indicate the company’s weakness of not utilising e-commerce thus missing an opportunity. The analysis demonstrates that the website is non transactional and therefore does not generate revenue from new or existing customers. To achieve an increase in revenue from global markets the company must form an e-commerce facility on its already established website. Search engine optimisation and key word density will ensure the company websites place on the World Wide Web. A recommendation would be for an external company to monitor the company website and scan competitor’s sites, frequently reporting results. Recruiting a specialist company would guarantee the site is in the top 10 results for the company’s sector. Engaging in e-commerce will positively reduce risk of falling behind the competition. To address complexities of change, each component must be aligned, along with the enabling technology, (Statoil’s Data Quality Manager; Hesterbrink, 1999). Product suitability will need to be established during the planning stage. The company needs to be cable of adapting its business to thrive in this ever-changing world of e-business.
SWOT和PEST的数据表明，该公司在不利用电子商务方面存在弱点，因此错失了机会。分析表明，该网站是非交易性的，因此不会从新客户或现有客户那里产生收入。为了增加全球市场的收入，公司必须在其已建立的网站上建立电子商务设施。搜索引擎优化和关键词密度将确保公司网站在万维网上的位置。建议外部公司监控公司网站并扫描竞争对手的网站，经常报告结果。招聘一家专业公司将确保该网站在该公司所在行业排名前十。从事电子商务将积极降低落后于竞争对手的风险。为了解决变化的复杂性，每个组成部分都必须与使能技术保持一致。需要在规划阶段确定产品的适用性。该公司需要调整其业务以在这个不断变化的电子商务世界中蓬勃发展。
In order to recoup costly investments in new production technologies the company needs to be assured that there will be income in the future to pay for the investment, as a way of reducing the risk in the investment decision. Establishing positive relationships and service are extremely important in winning business.
为了收回对新生产技术的昂贵投资，公司需要确保未来有收入来支付投资，这是降低投资决策风险的一种方式。建立积极的关系和服务对于赢得业务至关重要。
It would be clear with an LTA (long term agreement) that customer is committed to the company. The technology advanced product would be key to a successful business to business (B2B) relationship. The company vision shows the company is committed to delivering to the customer a high quality product, on time and at a competitive price which in its self and with the SWOT analysis shows the need to invest. Securing long term agreements will create a competitive advantage.
通过LTA（长期协议），可以清楚地看到客户对公司的承诺。技术先进的产品将是成功的企业对企业（B2B）关系的关键。公司愿景表明，公司致力于按时以具有竞争力的价格向客户提供高质量的产品，而这一目标本身和SWOT分析表明了投资的必要性。获得长期协议将创造竞争优势。
Task B
The objective of this task is to discuss the challenges of adoption of e-business and evaluate the critical success factors (CFS’s) for e-business in relation to the company.
本任务的目标是讨论采用电子商务的挑战，并评估与公司相关的电子商务的关键成功因素（CFS）。
Critical success factors are the essential areas of activity that must be performed well if you are to achieve the objectives. The concept was developed by D. Ronald 1961 and refined by John F Rockart 1981. The company faces various challenges in implementing e-business. Critical success factors can typically be identified for each individual objective.
关键成功因素是要实现目标必须做好的活动的基本领域。该概念由D.Ronald 1961年提出，John F Rockart 1981年完善。该公司在实施电子商务方面面临各种挑战。通常可以为每个目标确定关键成功因素。
Financial implications 财务影响
The initial test is financing the change process. The company has previously restricted investment due to the unavailability of resources and the absence of commercial awareness of innovation. Positive changes have been put into operation to overcome the obstacles such as employing an enthusiastic, educated general manager and a IT director with over 20 years experience. Initial costs of implementing e-business are:
最初的测试是为变革过程提供资金。由于缺乏资源和缺乏商业创新意识，该公司此前限制了投资。积极的变革已经开始实施，以克服障碍，例如聘用一位热情、受过教育的总经理和一位拥有20多年经验的IT主管。实施电子商务的初始成本是：
Preparation or project management and communicating the strategy
Consultancy fees for Information systems and Information technology
Recruitment is costly when advertising for specialists
Equipment and software installation including maintenance / service costs
Reorganisation of business to ensure world class lean principles are applied
Human implications
Implementing an e-business strategy will raise numerous issues within the workforce and business.
Essential training will need time allocating. The company will have to capacity plan the impact on the business.
Training the workforce to operate the new equipment / tools
Creation of new procedures is time consuming
Support, emotional and stress often employees dislike change
If an alliance is formed will both sites be utilised potential redundancies
准备或项目管理并传达战略
信息系统和信息技术咨询费
广告招聘专家时，招聘成本高昂
设备和软件安装，包括维护/服务成本
重新组织业务，确保应用世界级精益原则
人类影响
实施电子商务战略将在员工和企业中引发许多问题。
基本培训需要时间分配。该公司将不得不规划对业务的影响。
培训员工操作新设备/工具
创建新程序非常耗时
支持、情绪和压力往往使员工不喜欢改变
如果成立联盟，两个站点都将利用潜在的冗余
A formal approach for managing change, beginning with the leadership team and then engaging key stakeholders and leaders should be developed early and adapted often as change moves through the organization the leaders themselves must embrace the new approaches first, both to challenge and to motivate the rest of the organisation. They must speak with one voice and model the desired behaviors.
应尽早制定正式的管理变革的方法，从领导团队开始，然后让关键利益相关者和领导者参与进来，并随着变革在组织中的推进而不断调整。领导者自己必须首先接受新的方法，以挑战和激励组织的其他成员。他们必须用一种声音说话，并模仿期望的行为。
Data Protection 数据保护
Security is a prime concern for the successful adoption of e-business (Chaffey, 2007). Data utilized by the company requires safeguarding against:
安全性是成功采用电子商务的首要考虑因素（Chaffey，2007）。公司使用的数据需要防范：
Fire
Fraud or theft
Failures in the system data recovery and backups on or off site
Electronic espionage
Customer information
火灾
欺诈或盗窃
现场或场外系统数据恢复和备份失败
电子间谍
客户信息
Strategic Alliances 战略联盟
Firstly a suitable company needs to be identified for its qualities and business presence. The alliance company will need to compliment the company regards to vision and objectives. Organisational differences will need aligning for example one company may have a strong environmental stance when the other chooses to ignore the issues thus causing friction and possibly undermining already implemented procedures. Once the organisations have formed realignment or restructuring will need to be completed for example in lean world class manufacturing both sites would not require a human resource executive. The alliance formed must be mutually beneficial to both sides thus creating harmony between the two businesses.
首先，需要根据质量和业务状况确定合适的公司。联盟公司需要赞扬公司的愿景和目标。组织差异需要调整，例如，当一家公司选择忽略这些问题时，另一家公司可能具有强大的环境立场，从而导致摩擦，并可能破坏已经实施的程序。一旦组织形成重组，就需要完成重组，例如在精益世界级制造业中，两个工厂都不需要人力资源主管。形成的联盟必须对双方都有利，从而在两个企业之间创造和谐。
Long Term Agreements 长期协议
It would be clear with an LTA (long term agreement) that the customer is committed to the company. Developing innovative technology would be required to approach potential new and old customers with the objective of securing an LTA. The technology advanced product or products would be key to a successful business to business (B2B) relationship and long term agreement.
The company vision and the acknowledgment of a required investment demonstrates the company is committed to delivering to the customer a technology advanced high quality product, on time and at a competitive price which in its self and with the SWOT analysis shows the need to invest. Securing long term agreements will create a competitive advantage and a secure future.
通过LTA（长期协议）可以清楚地看出客户对公司的承诺。需要开发创新技术来接触潜在的新老客户，以确保LTA。技术先进的产品将是成功的B2B关系和长期协议的关键。
公司愿景和对所需投资的认可表明，公司致力于按时以具有竞争力的价格向客户交付技术先进的高质量产品，其自身和SWOT分析表明了投资的必要性。确保长期协议将创造竞争优势和安全的未来。
Worldwide Business 全球业务
Worldwide trading is a competitive market with numerous challenges. E-business will encounter cultural variances which will need to be overcome if the implementation is to be fully successful. Operating in a worldwide market will create a fiercely competitive environment. The United Kingdom is known for technology development but not mass production. Technology development is suggested to be skills related. Mass production is suggested to be low cost labour operating with proven processes if a suitable product is developed then a consideration must be applied for outsourcing production to a low cost labour facility which will allow the company to compete in the worldwide market.
全球贸易是一个充满挑战的竞争市场。电子商务将遇到文化差异，如果要实现完全成功，需要克服这些差异。在全球市场运营将创造一个激烈的竞争环境。英国以技术开发而闻名，但不是大规模生产。建议技术开发与技能相关。如果开发出合适的产品，那么大规模生产建议采用低成本劳动力，并采用经过验证的工艺，那么必须考虑将生产外包给低成本劳动力设施，以使公司能够在全球市场上竞争。
Technology 技术
Small and medium sized businesses are often reluctant to develop into e-business due to resource. The company will have to commit to resourcing the e-business strategy.
Implementation of the software will be challenging, adapting the workforce to an automated business process will be difficult. Employees are often reluctant to change. A transformational management style would be beneficial in impleme
research paper提出由于资源的原因，中小型企业往往不愿意发展成电子商务。该公司必须承诺为电子商务战略提供资源。
软件的实施将具有挑战性，使员工适应自动化业务流程将很困难。员工通常不愿意改变。转型管理风格将有利于实现。
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