Chapter 10 Running Case Assignment: Achieving Operational Excellence:
Developing an E-Commerce Strategy
Software skills: Web browser software, Web page development software
Business skills: Strategic analysis
This project provides an opportunity for you to develop an e-commerce strategy for a
real-world business and to use a Web page development tool to create part of the
company’s Web site.
Dirt Bikes’s management believes that the company could benefit from e-commerce. The
company has sold motorcycles and parts primarily through authorized dealers. Dirt Bikes
advertises in various magazines catering to dirt bike enthusiasts and maintains booths at
important off-road motorcycle racing events. You have been asked to explore how Dirt
Bikes could benefit from e-commerce and a Dirt Bikes Web site. Prepare a report for
management that answers the following questions:
• How could Dirt Bikes benefit from e-commerce? Should it sell motorcycles or parts
over the Web? Should it use its Web site primarily to advertise its products and
services? Should it use the Web for customer service?
• How would a Web site provide value to Dirt Bikes? Use the Web to research the cost
of an e-commerce site for a small to medium-sized company. How much revenue or
cost savings would the Web site have to produce to make it a worthwhile investment
for Dirt Bikes?