Project: e-Commerce Strategy Analysis Using Business Model Canvas

By Dr Doan Xuan Huy Minh

TDTU 2023 / HK1

Overview
In this assignment, you will explore the success of a Vietnamese e-retailer through the
Business Model Canvas framework. Your group (4-5 students) will dissect the company's e-
commerce strategy to understand how different elements contribute to its business success.

Duration
• Working Period: 2 weeks.
• Output: Report up to 10 A4 pages, not including title and appendices.

Assignment Objective
• Select ONE Vietnamese e-commerce B2C retailer.
• Analyze its e-commerce strategy with the Business Model Canvas.
• Focus on the effectiveness and integration of its business model components.

Submission Guidelines
• Cite sources using APA style.
• Submit in PDF format in the Project Submission.
• Output: Report up to 10 A4 pages, not including title and appendices.

Report Structure
1. Title Page
2. Introduction
3. Business Model Canvas Analysis
4. Strategy Assessment
5. Conclusion
6. References
7. Appendices (if any)

Business Model Canvas Sections

1. Customer Segments
• Describe the main groups of customers targeted by the e-retailer. How does the
company meet their specific needs? Provide examples.
• Explain how the e-retailer’s services or products fit into the lives of these
customers.

2. Value Propositions
• What unique benefits does the e-retailer offer? Explain how these benefits set it
apart from competitors.
 • Identify the key features or services that draw customers to this e-retailer. Provide
examples or case studies.

3. Channels
• List and describe the ways the e-retailer reaches its customers. How do these
channels enhance the customer experience?
• Evaluate the effectiveness of these channels. Provide data or specific instances to
support your analysis.

4. Customer Relationships
• How does the e-retailer build and maintain relationships with its customers?
Provide examples of strategies or initiatives.
• Discuss the impact of customer feedback on the company’s operations and
offerings.

5. Revenue Streams
• Identify and describe the primary sources of the e-retailer’s income. How do these
align with its customer focus and value proposition?
• Discuss any unique or innovative ways the company generates revenue. Support
your points with examples.

6. Key Resources
• What essential resources (like technology, staff, or knowledge) does the e-retailer
need to operate? How are these managed?
• Explain the role of these resources in supporting the business model.

7. Key Activities
• What are the crucial activities that the e-retailer must do well to succeed? Show
how these support its value proposition.
• Discuss any specific processes or strategies the company uses to keep its
operations efficient and effective.

8. Key Partnerships
• Who are the e-retailer’s main partners and suppliers? Discuss the advantages and
challenges of these relationships.
• How do these partnerships help the company deliver value and operate
efficiently? Provide examples.

9. Cost Structure
• What are the biggest costs in the e-retailer’s business model? Explain how these
costs relate to the business strategy.
• Identify areas where the company has managed to reduce costs effectively.
Provide evidence to support your points.
Strategy Assessment
Is the Strategy Working Well?
• Think about how the company is doing in the market. Is its strategy helping it
succeed?
• Give examples or facts to show why you think the strategy is strong or where it
could be better.

How Has the Company Changed Its Strategy?

• Has the company changed its strategy because of new technology, what
customers want, or competition?
• What changes did it make? Were these changes good?

What Could the Company Do Next?

• Based on what you've seen, what should the company do in the future to stay
ahead or get better?
• Give reasons for your ideas.

RUBRIC
Section 0.2 Mark 0.4 Mark 0.6 Mark 0.8 Mark 1.0 Mark
Analysis of Superficial Basic analysis, Adequate Detailed Comprehensive
Customer analysis, no few examples. analysis, analysis, analysis, multiple
Segments examples. relevant insightful examples.
examples. examples.
Evaluation of Minimal Basic Adequate Thorough Exceptional
Value evaluation, no evaluation, evaluation, clear evaluation, evaluation,
Propositions clear examples. limited examples. relevant diverse examples.
examples. examples.
Assessment of Basic Limited Fair assessment, Good Excellent
Channels assessment, no assessment, some assessment, assessment,
supporting minimal data. supporting clear data. comprehensive
data. data. data.
Analysis of Minimal Basic analysis, Satisfactory Detailed In-depth analysis,
Customer analysis, no limited analysis, analysis, clear diverse examples.
Relationships examples. examples. relevant examples.
examples.
Evaluation of Minimal Basic Adequate Thorough Exceptional
Revenue evaluation, no evaluation, evaluation, clear evaluation, evaluation,
Streams explanation. limited explanations. detailed insightful
explanation. explanations. explanations.
Assessment of Very basic Limited Fair assessment, Good Excellent
Key Resources assessment, no assessment, few relevant assessment, assessment,
examples. examples. examples. detailed comprehensive
examples. examples.
Analysis of Minimal Basic analysis, Adequate Detailed In-depth analysis,
Key Activities analysis, no limited practical analysis, analysis, clear practical
practical examples. relevant examples. examples.
examples. examples.
Evaluation of Very basic Limited Fair evaluation, Good Excellent
Key evaluation, no evaluation, few some examples. evaluation, evaluation,
Partnerships examples. examples. detailed comprehensive
examples. examples.
Assessment of Minimal Basic Adequate Thorough Exceptional
Cost Structure assessment, no assessment, assessment, assessment, assessment, well-
evidence. limited relevant good evidence. substantiated
evidence. evidence. evidence.
Strategy Minimal Basic Adequate Good Excellent
Assessment understanding understanding, understanding, understanding, understanding,
of the significant minor detailed in-depth
framework. inaccuracies. inaccuracies. explanations. explanations.

Total Marks: 10

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