Question

Beauty industry is classified as one of the non-essential service under the Movement Control Order (MCO) Phase 1 and Phase 2 by the Government of Malaysia, develop an e-business strategy applying the 7 dimensions model by Robert Plant (2000).

Answer 1

The Malaysia Movement Control Order (MCO) 2020 is a preventive measure applied by the Government of Malaysia due to the COVID-19 pandemic emergency. MCO has started on 18th March 2020 under this order the government has classified the essential services and non-essential services for the people wherein the Beauty industry has been classified as a non-essential service.

Definition of E-business:

E-business is an online business to buy or sell goods and services between the merchants and the customers.

7 Dimensions model of an E-business or E-commerce strategy are:

1. Technology
2. Service
3. Market
4. Brand
5. Leadership
6. Infrastructure
7. Organizational learning

The above four factors are positional factors and the rest of the three factors are bonding factors.

According to this model, every company either a traditional company or an online internet based company has to continuously address these seven factors and their related issues.

An e-business strategy applying the 7 dimensions model by Robert Plant is as follows:

E-business for selling beauty service and beauty products is possible through an online platform. To do electronic business and make it a success in the COVID-19 situation the company should frame the following strategies to meet its desired goals. The strategies to be followed by the e-business beauty industry are as follows:

1.Early adoption of emerging technology for doing e-business trade for the beauty industry to achieve a defensive position in the market.

2. To build relationships with the customers by providing little extra services. As service strength attracts more and more customers.

3. Initiating product offerings to respond to the market changing conditions and understanding the market.

4. Creating a branding position through the e-business internet platform.

5. Searching excellence in leadership and placing a strong leader as a project champion to make an added value to the project for achieving organizational goals.

6. Developing e-business friendly infrastructure to maintain records of all the tracks.

7. Facilitating organization learning for a successful introduction of the e-business platform.

8. Developing online projects quickly and climbing the learning curve in speed.

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