Case study for
Dr. John Lührs and Thomas Weidner, both Assistant Professor, Institute of Electronic Business
e-business strategies, swot-analysis, customer-life-time value management, scenario techniques, business plan, market research, competitive analysis
The lecture "Basics in Electronic Business" deals with topics like business start up, critical factors for success in e-business, methods of market analysis etc.
In the case study "Beiersdorf" a market and a competition analysis were conducted to figure out an e-business strategy for the Beiersdorf Group. Potentials arose from the company´s sales and marketing side. The recommendation was to implement an extranet to optimize the sales processes and thereby to increase sales. A business plan was developed to point out the financial potentials.
Bogu Wojciechowska, Ute Schardt
Case study presentation (260 kB, Pdf)
Lecture notes (5,5 MB, Pdf)