E-Commerce Vape Shop
Overview/Summary Description
Vape Shop Online is an e-commerce business that specializes in marketing and distributing vaping technology supplies, such as vaporizers and e-liquids. It is supported by brick and mortar kiosks across the country and currently has 100 of these in operation.
Situation analysis
Vape Shop Online is situated to capture a significant portion of the online market by marketing itself through its kiosks and by using big data/relational database systems and techniques that can be used to gather information about web users (Wambler, 2015). This information will be used to assess whether Vape Shop Online wants to focus on cost leadership or on differential marketing, though at the outset the e-commerce business will focus on cost leadership and utilize its leverage as a brick and mortar business to offset costs (Thakur, 2014).
Review overall market / complete vertical analysis
The overall market provides plenty of competition as there are several vape shops around the world that utilize e-commerce as part of their business plans. ECIG (Electronic Cigarettes International Group) is a major one in England that sells its products globally through its e-commerce sites. For Vape Shops, the vertical analysis presents a positive picture: in 2015, the cost of goods sold was exactly 50% of sales, which was $1,210,000. Thus, gross profit on the year was 605,000 dollars. Wages were $200,000, and total expenses were $305,000. Thus, net income was $300,000. This was up 25% from 2014, due mainly to the expansion of kiosks. The use of e-commerce is expected to raise...
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