E-Business Case Study
Our proposal for the final project is an e-business
case study following American Hotel Register Company and their e-business
strategy. American Hotel Register is 150
year old company and one of the oldest companies in Illinois; it is also the
largest distributor of hospitality supplies in the world and provides the
majority of hotel supplies to hotels in North and Central America. Over the past fifteen years American Hotel
has had to make many changes to their e-business strategy to accommodate
acquisitions, such as their global acquisition of Intros Hotel Supplies, and
changes in the marketplace.
For this case study our team will focus on strategies
revolving around the transformation of American Hotelâs brick and mortar
catalog business strategy and their move to e-commerce along with the
discussion of future changes in to their ever-evolving e-business strategy for
their e-commerce platform. Each team
member will be responsible for at least one section of the case study in which
they will discuss one of the following sections described below based on
interviews with company employees, industry analysis, background research and
e-commerce site analysis. The sections to be discussed are as follows:
first section will discuss the various e-business models used at American Hotel
and how these various e-business models evolved and changed over the years this
will include the sources of revenues, research on competitors, competitive
positioning, value propositions, internet technologies used for competitive
advantages and how they align their online and offline strategies.
second section will discuss the ownership of the e-business strategies used at
American Hotel; this will include American Hotelâs definition of e-business,
groups and departments responsible, champions, integration in corporate
strategies, planning processes and digital strategies.
third section will discuss the organizational models that were developed at
American Hotel Register to support digital strategy development; this section
will include the challenges and advantages of the models, roles in e-commerce
projects and organizational changes to support the rapid and iterative strategy
fourth section will discuss the project development and implementation approach
of the e-commerce projects which will include the discussion of resources (both
internal and professional services), skills, talents, obstacles and
deficiencies that occurred in the projects development cycle. In addition we will discuss the will discuss
project management and the systems implementation as well as the strategies
that were used in human resources development.
fifth section will discuss the technical architecture used in American Hotelâs
e-commerce environment and the technical strategies used to support the digital
strategies. In addition this will
include the support strategies and services as well as interviews on the
experience of integrating the components of the architecture.
final section we will discuss the transformation strategies used after and
during the implementation; this will include strategies on emotional
intelligence, cultural change, training and the discussion of alternative
approaches and models.
include Industry Scan. You will need to understand what is currently
happening in the industry in which your company works. Most likely it is
the hotel/hospitality industry but you should determine that in order to
understand what your competitors are doing.