Wishes is a nonprofit company that specializes in selling items online that are donated by celebrities, such
Question:
Wishes is a nonprofit company that specializes in selling items online that are donated by celebrities, such as clothing, jewelry, purses, and many other forms of memorabilia. The profits from Wishes are used to support initiatives at children's hospitals around the country.
There have been many volunteers helping at Wishes, which has been great for the company but not so great for the company's online presence.
The company now has four different websites created by four different volunteers, and the only information you can find on the success of the four websites follows:
You have been hired to run Wishes, and your first action item is to choose one website to continue running the business. The other three websites will be removed.
Analyze the metrics described in the table, and determine which site you want to use as you move the business forward.
1.) Analyze the click traffic. Based on the average revenue per sale, which website is most cost effective AND yields the highest level of results? Why? Support your answer with detailed analysis.
2.) Which strategy do you recommend:
1) high traffic volume/low conversion rates, or 2) low traffic volume/high conversion rates? Why? Support your analysis with a detailed response.
3.) What is the value of having your visitors "unique and identified?" What can businesses do with personalized data to promote their brand and boost sales? Does this have any impact on your recommendations for questions #1 and #2? Why or why not?
4.) Imagine your role is to make a recommendation to the management group at Wishes about which site to recommend. What is your best recommendation and why?
Strategic Management An Integrated Approach
ISBN: 978-1111825843
10th edition
Authors: Charles W. L. Hill, Gareth R. Jones