Case Study Of E-Business Strategy Of Express Avenue Mall

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Executive Summary
The Express Avenue mall is the latest sensation in Singapore. The mall was opened to public 8 months back. The management has decided to take a few extra steps in customer management and additional revenue generation. The best option that they have decided upon is to have an E-business strategy to promote the mall and its activities. The e-business strategy has to be in line with its mission and vision.
The strategy talks about creation of a website with various details that suits customer interest. The plan takes a look into the infrastructure and personnel required to implement this strategy. The strategy is formed with marketing as its scope and e-commerce is minimal on the site. The strategy aims at giving people enough information about the mall, its facilities, and events organised in the mall.
The management considers this the most cost effective way to engage customers and increase the revenue for the mall. The plan is to implement the e-business strategy in a short period of around 3 to 4 months. Content management will be a regular and on-going aspect on the site.
Introduction
Express Avenue is a world class shopping mall with excellent entertainment facilities, seated in the heart of Singapore. It houses some of the biggest brands from around the globe. It also houses some excellent dining facilities and a 5 star lounge for visitors. The mall was opened to public 8 months back. Now the mall management wants to improve on its customer management front and increase the revenue by attracting more people to the mall. They realise the best way forward is to embrace an e-business strategy.
Vision
To be Singapore’s leading mall developer, owner and manager.
Mission
• Create delightful shopping and lifesty...

... middle of paper ...

...ere will be list of restaurants and the menu of each restaurant available online.
• Ad’s, promotions and offers of various brands will be displayed online.
• News releases will be available for download online.
Marketing Campaigns
• Social Media Campaigns is one way to reach masses in today’s technological world.
• A Smart phone app will be helpful to attract a lot of customers.
• Registered members will be provided with various promotional offers.
Conclusion
Technology has become the order of the day. Small to large industries have adopted technology to improve and enhance their business opportunities. This step towards e-business is a great futuristic approach by the Express Avenue Management team. A proper implementation of this strategy would be the most cost effective way for the mall to increase its customer base and have a positive impact to its bottom line.

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