digital strategy on British airways - Best Research Writers

Digital Context TCA Revision Guide

General Points
TCA date is Tuesday 4th January 2022 released at 9.00 am and submitted via Turnitin by 11.59pm of the same day
Your case study organisations are British Airways, Clothes2order.com and one other organisation of your choice (you may feel that it is helpful to have a third case study this is optional, but please ensure that you prioritise the two organisations set by tutors).
It makes more sense to research the case study organisations after you have gone over the topics and decided which questions you will answer
Remember that there are plenty of learning materials on BB. There are also many links within the slides would be worth you clicking through and watching any videos / reading any articles that will help your understanding. There are also the recordings of sessions and bitesize lectures. In essence, you should not need to go anywhere else to find information about the topics / theory your main job is summarising / understanding the key points.
The research that you will need to complete (with no help from your tutor) relates to the case study organisations remember that you are looking for interesting / sensible points that you can use to demonstrate your understanding
Be careful that you are not collecting random facts about the organisations that will not help you answer questions in a Digital Context exam. Key question would Jo (or your tutor) be interested?!
When researching think about good / bad things for both customers and organisations. Also consider what has changed as result of emergence of internet / mobile / social media etc. It is good to think about COVID impacts, but again only as they relate to Digital.
You really should include examples from both case studies – and then your option 3rd organisation, if using (other than Digital Strategy question this question is solely based on Digital Strategy) this will allow you to be more analytical, compare / contrast etc you may not able to answer the question effectively without referring to both case study organisations). Remember go for quality rather than quantity a few points well made (using What, When, Where, How, Why questions)

Structure of Paper
You have been provided with a past paper that illustrates the format of the online exam and structure templates. Please note, that these are useful but use them in conjunction with this revision guide which provides a few other clues.
You will have access to all your course material and online resources etc. You need to answer any 2 questions from 4. Would expect to see approx. 1500 words per question this is the max word count (10% discretion).
The 2 questions are equally weighted.
Although each question covers a single topic you may well find yourself referring to theory that you covered under a different topic. For example, if you are answering a question relating to multi-channel you may end up saying that price discrimination is a good way of differentiating channels. Dont be afraid to do this there are obvious overlaps across all of these topics. Similarly, you may end using the same case study research information across more than one question
The 4 topics are Digital Pricing, Digital Product, Digital Strategy and Multi-Channel

So what do you need to know in terms of theory / definition?

Basic Definitions / Information
You should have a stock of definitions that you can then use in any appropriate essay question. These would include:
1. E-commerce; M-commerce E-government; B2B, B2C, G2C; Clicks and mortar etc, Channel conflict, Disintermediation; Product development, Differentiation, etc.
2. General information relating to the history of the case study organisations and which industry (s) they operate in. ( so for example, did they start off line? Are they an intermediary? etc)

Digital Pricing
Min. Requirements (What do I need to know) Main topic areas:

Definition of Pricing
Differences between on-line and off-line pricing e.g. difference in menu costs; pricing relationship between two channels; when contract is formed
Types of pricing e.g. dynamic, buyer / seller negotiation, NYOP, auctions
Price Discrimination types and why organisations want to price discriminate
Role of Price Comparison in industry
Data Collection how is data collected, how is it used, understanding of GDPR changes
Customer perception how do we respond to price, price differences and information collected about us
General differences between online and offline pricing practice pros and cons for organisations and consumers
KEY Tip Why are prices more dynamic online?

Case Study Research? You may want to find out: do the case study organisations have different pricing strategies online / offline; any evidence of price discrimination (1st degree and 3rd degree); how do they collect info about their customers (look at privacy policies); do they allow you to negotiate price online? Any bad news stories relating to pricing Etc. Remember good / fine to make reference to Covid 19 in your responses in this question but just at the end should not be the focus of all your research.

Multi-channel
Min. Requirements (What do I need to know)
Main topic areas:
Definition of place (in context of marketing mix); definition of mult-channel and omni-channel
How has digital changed the place mix – what are the alternative channels; what to customers expect in terms of channels
What are the main digital channel aspects to consider are:
1. Is there a risk of channel conflict (definition of channel conflict)
2. Is there a risk of disintermediation (definition of disintermediation)
3. Relationship between the channels; how can organisations manage this; what are the risks for organisations; blurring between channel boundaries how can organisations attribute sales to a particular channel?
4. Technology instore vs technology online
5. What are the issues regarding returns; how does click and collect fit in?
6. Some website design factors particularly cultural factors (if relevant)

KEY Tip what are the case study organisations doing in terms of managing channels and how has COVID impacted

Case Study Research? You may want to find out: what channels are on offer how do they fit together; are some more important than others? Have there been any major channel changes e.g. use of technology; Is cancellation or returns a problem if so what is the organisation doing to combat this? Are there international versions of websites if so, are they culturally customised etc. What are the main challenges? Impact of COVID important for this question

Digital Strategy this is all on British airways
Min. Requirements (What do I need to know)
Main topic areas:
Definition of business strategy, definition of digital strategy
What is digital disruption; what is the role of the Chief Digital Officer
How as the industry been impacted by Digital Porters 5 forces will help you explore this only focus on the parts that are relevant to us
How has the organisation been impacted by digital:
1. Product / market strategy (Ansoffs matrix)
2. Allowed differentiation / focus on cost / focus on new segments / improved / decreased competitive advantage (Porters generic strategies)
3. Impacted value chain

Be able to come to a general conclusion regarding whether digital has been positive or negative for the industry and organisation and what the future holds

KEY Tip – Use aspects of the models that we covered in class to explore impact. This does not mean explaining and using the whole of the model (s) but pick out the key theory that is relevant for your organisation / Industry remember to use the academic terminology.
Also only use British Airways to answer this question.

Case Study Research? Complete the common sense exercise pros & cons for customers and business/industry; Is Digital mentioned in mission statement? Impact on business strategy; success of; digital disruption in industry; how is organisation trying to compete (cost vs differentiation) etc Remember good / fine to make reference to Covid 19 in your responses but just at the end should not be the focus of all your research.

Digital Product
Min. Requirements (What do I need to know)
Main topic areas:
Definition of product (in context of marketing mix);
How has digital changed the product mix (there is a slide that lists the main changes)
What are the main digital product aspects to consider:
1. Is the product suitable for selling online?
2. Is product information better online or offline?
3. Customer reviews and personal recommendations
4. Different products / more extensive product range sold online?
5. Opportunities for product customisation / personalisation; what are the types of customisation; benefits for customers and organisations
6. Co-creation what is it; are there co-creation opportunities

Key Tip Positives for customers

Case Study Research? You may want to find out: do they offer customisation if not, why not, plans for future?; suitability to sell products on line; are product descriptions better online?; are there customer recommendations; different products available online etc?
Discuss the extent to which the changing digital landscape has impacted upon the industry sector and business strategy of British Airways