CASE STUDY - CASE STUDY UPSCALE MARKETS VALUE CREATION IN A MATURE INDUSTRIE Emre Kose(NUID 001905188 ITC 6020 Information Systems Design and

CASE STUDY - CASE STUDY UPSCALE MARKETS VALUE CREATION IN A...

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CASE STUDY: UPSCALE MARKETS – VALUE CREATION IN A MATURE INDUSTRIEEmre Kose (NUID: 001905188) ITC 6020 Information Systems Design and Development January 27, 2014
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CASE STUDY: UPSCALE MARKETS VALUE CREATION IN A MATURE INDUSTRIE | Emre Kose (NUID: 001905188) Page 1 of 7 TABLE OF CONTENTS 1.0 CASE OVERVIEW ................................................................................................................................2 2.0 DISCUSSION QUESTIONS ....................................................................................................................3 2.1QUESTIONANDANSWER1 ...................................................................................................................3 2.2QUESTIONANDANSWER2 ...................................................................................................................4 2.3QUESTIONANDANSWER2 ...................................................................................................................5 2.4QUESTIONANDANSWER2 ...................................................................................................................5 3.0 ANALYSIS ..........................................................................................................................................6 4.0 CONCLUSION .....................................................................................................................................6 5.0 REFERENCES ......................................................................................................................................7
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CASE STUDY: UPSCALE MARKETS VALUE CREATION IN A MATURE INDUSTRIE | Emre Kose (NUID: 001905188) Page 2 of 7 1.0Case overview Blake Ives is the CEO of a seven-store grocery chain in Dallas, Texas. While Blake was looking for new creative ideas to implement in his business, he came up with a thought to use QR code technology at subways stations, which is used by giant retailer companies in order to enable customers to purchase their goods online while waiting for train. Although the idea was good but in reality, there was no subway system in Dallas. He needed to come up with something that is unique for Dallas and that would not require high budget investment (such as opening new store). In order to proceed with his idea, Ives needed to gather some facts from the real online shoppers. He called his friend Larry who happened to be online shopper for years. According to Larry, online shopping is a convenient way for families because he and his wife were spending hours every week for shopping at the local shopping store and now just spending couple 10 minutes for purchasing their goods online. Larry and wife are shopping from Rice Epicurean which is the oldest family-owned chain of supermarket in Houston. Although Rice Epicurean markets is one of the oldest chain markets in Houston with its six stores sized from 20.000 to 42.000 square feet, it also offers online shopping for its customers who does not have enough time for store shopping. In the summer of 2002, Rice Epicurean started its online shopping program with two different options, one of them is home delivery of orders and other one is in-store pick-up. Rice Epicurean decided to use MyWebGrocer web site for online shopping. MyWebGrocer is a web site that provides shopping interface for registered online shoppers. Customer can list all the products with their sub-lists and each product can be
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CASE STUDY: UPSCALE MARKETS VALUE
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