Humming Bird feeders of America Case Study 2

E-Commerce

MNA1821 – Dr. McChesney

Case Study2

Congratulations on your progress, thus far. Your task is to continue to develop the strategies

necessary to launch the global e-commerce division. This case will develop a Unique Selling

Proposition for HBFA.

Your Challenge

You have been asked to address the following issues and provide a written report to the CEO of

HBFA. Your report should address, at a minimum, the following:

1. Using the HBFA Prospectus and the Internet as a research tool. Create a Unique

Selling Proposition for the e-commerce division of HBFA. At a minimum, it should

address the following:

a. Detail the ideal customer (age, location, income, etc)

b. Detail the benefits to the customer

c. Differentiation (price, product, etc.)

d. Suggest pricing strategy

2. Complete a SWOT analysis on the e-commerce division of HBFA. At a minimum, it

should address the following:

a. Strengths (online)

b. Weaknesses (online)

c. Opportunities (online)

d. Threats (online)

Guidelines

The paper will be graded on accuracy, creativity, content, and spelling/grammar.

 Be sure to include your approved domain name on the title page.

 This written report will be presented to the CEO of HBFA. Keep in mind that the

CEO is not familiar with the technical jargon or specifics of e-commerce. This report

should be written in a manner that will instill confidence in your recommendations.

 The paper should be well-structured and demonstrate your ability to analyze the issue

as it relates to the course. The content should illustrate critical thinking skills. While

there is no minimum word requirement, a one sentence answer to each question will

not qualify as “critical thinking”.

 The paper should be free from spelling errors and basic grammatical mistakes

(including paragraph breaks).

 The paper should include a title page and a reference page. Use APA 6 th edition style

to format the reference page. Visit www.APAStyle.org for reference information.

 The paper should be double spaced.

 The paper should be submitted via the Dropbox on the Angel course page (found

under the Lessons tab).