Midori Final

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INSC 20263
Business Information Systems

Project Proposal
submitted to Dr. Beata Jones

Midori

By Andrew Boaz Nathan Losch Doug Moore Katie Russell Graham Wills

1. Industry overview, based on library research (include work cited section at the end):
The Japanese auto industry includes some of the most highly respected vehicle manufacturers worldwide. Familiar names such as Toyota, Honda, Nissan, Mazda, and Mitsubishi are all part of this large industry. Not only are these companies dominant in their domestic market, but they have also established an impressive presence worldwide. The leader in the Japanese market is Toyota, which accounts for about 31.5% of new car sales ("New Car Sales Industry Profile: Japan.").

An automobile can have between 20,000 and 30,000 parts. Therefore, auto manufacturers rely heavily on suppliers to produce a lot of the individual components. In total, auto manufacturing and related industries employ 5.15 million people in Japan, which is roughly 8.1% of the total economy (The Motor Industry of Japan 2010).

The recent downturn that affected many established markets worldwide had an impact on the Japanese auto industry as well. Japanese passenger car and commercial vehicle demand fell 9.3% in 2009 from the previous year. Perhaps most concerning is the fact that exports of Japanese cars fell for the first time in 8 years in 2009, dropping 46.2% from 2008 (The Motor Industry of Japan 2010). Many automakers are becoming increasingly involved in the used car market, since the Japanese cut back on new car spending during the recession ("Automotive report."). However, slow but positive growth is projected towards 2014. Consolidation following the recession is expected to continue, which will increase the rivalry among competitors. The Japanese auto market is mature, so companies must either find creative ways to take market share or go abroad ("New Car Sales Industry Profile: Japan.").

Under pressure from the Japanese government, many Japanese automakers have focused on producing more fuel efficient, environmentally friendly vehicles. Continued legislation dictating further improvements means that Japan will continue to develop and promote new fuel efficiency technologies (The Motor Industry of Japan 2010). For example, a government “cash for clunkers” type program has helped boost sales of environmentally friendly vehicles. Japanese automakers are particularly known for their hybrid-engine systems ("Automotive report.").

Works Cited "Automotive report." Automotive Industry Report: Japan (2010): 8-16. Business Source Complete. EBSCO. Web. 25 Feb. 2011 "New Car Sales Industry Profile: Japan." New Car Sales Industry Profile: Japan (2010): 1. Business Source Complete. EBSCO. Web. 25 Feb. 2011. The Motor Industry of Japan 2010. Rep. Japan Automobile Manufacturers Association, Inc., May 2010. Web. 25 Feb. 2011.

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2. Perform a detailed Porter's Five Forces analysis for your industry. Be sure to discuss entry barriers and
switching costs. Power Buyer Power HIGH X LOW Justify Despite the vast number of consumers in the automobile industry, there are many different companies within the industry that give many options to these consumers. With today’s availability of information through technology, it is very easy for a consumer to find information to compare a product to a competitor’s. With this in mind, buyers have the information they need to shop around to acquire their ideal car based on features such as: price, safety, warranties, reliability, customizations, appearance, etc. X Generally, the supplier power for the car industry would be considered low. There are so many different suppliers of raw goods that they are all competing for the automakers’ business. The car companies have the ability to choose any of these different suppliers based on quality and price. This ultimately gives suppliers minimal bargaining power. However, in some instances suppliers produce a rare good that increases their bargaining power or already have a large client base which reduces their dependency on the automaker’s business. The threat of substitute products is high. This is due to the fact that there are many other forms of transportation available. Some examples include used cars, trains, busses, planes, bicycles, and motorcycles. X The threat of new entrants is low because the start up cost for a new car company is so high. Customers have come to expect certain features in cars such as radios, warranties, power windows, high gas mileage, all at a low cost. This makes it difficult for start up companies to break into the market, because they are expected to provide all of these features. Brand names play an important role in the rivalry among existing competitors. There are many existing automakers that already have established brand names, making it difficult for newcomers to break in to the industry. Furthermore, it is very difficult to become the “leader” of the industry. Companies must keep up with trends and demands in the market. Differentiating oneself from competitors can sometimes be difficult to do while remaining profitable.

Supplier Power

Threat of Substitute Products

X

Threat of New Entrants

Rivalry Among Existing Competitors

X

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3. How is each competitive force using the web in the industry?
Competitive Force … and their Web Usage within the Industry

Customers

Customers are able to use the web to get information about different cars and car dealerships. They can compare prices from different dealerships and share information with other customers about experiences via blogging. They can also find what options are available for different car models and get online quotes. They can make car payments online and get detailed financing information about their particular purchase.

Suppliers

Suppliers can use the web to research information on market trends and make forecasts regarding sales and demand. This allows them to adjust both pricing and manufacturing levels to keep up with market fluctuations. They can also research and analyze their business partners’ and customers’ financial information.

New Entrants

New entrants can use social media to promote new products and locate niche markets to compete in. They can analyze trends and take advantage of new markets. Furthermore, they can research strategies that proved successful for other companies and use those as benchmarks. Finally, they can also use online advertising to promote their new company and products.

Competitors

Competitors can use the web to increase switching costs. They accomplish this by allowing customers to set up accounts online to access information about individual purchases, which increases brand loyalty. Competitors can track web traffic to find out what is most important to their customers and use online advertising to promote their products. Finally, they can present comparisons of their products with their rivals’ products on the web.

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4. Using what you have learned about good/bad web design in class and using class notes, please identify: four
web sites in your industry that you believe are ‘good’ and four that you consider ‘poorly designed.’ (Each individual researches two companies.)

Company Name Web Site’s URL Site’s Target Audience

HINO Trucks

Mitsuoka

http://www.hino.com/

http://www.mitsuoka.co.uk/

The website targets companies that need trucks to transport goods within a city.

The website has a small target audience, mostly high end luxury cars.

Site’s Purpose

The purpose of this site is to sell different types of medium sized trucks with a high turning radius. They are trying to sell several different types, each of which has a unique purpose.

It appears that they are trying to provide information about their vehicles, but not really trying to sell them. There is no contact information or price tags on the trucks.

Good? (Yes/No)

Yes

No

1. The purpose of the website is made clear on the main screen. The navigation tool bar allows easy access to other parts of the site. Every link has more information. Design elements from the lecture notes/lecture that contributed to a Positive/Negative impression - provide at least 3 for each site & explain; Attach website screenshots with discussed features highlighted 2. The site is user friendly by having access to tools that will make the visit to the site pleasurable. It has exceptional graphics allowing it to be entertaining. 3. The website has very little white space. Since the colors of the site are consistent it makes the site function as a unit. All of the pages have the same few colors (red, black, white) making the site effective.

1. The homepage does not take up the entire screen, which creates a lot of passive white space. The purpose of the website is unclear because very little information is provided. 2. The hyperlinks are misleading and give no information to the consumer. Also they lead the viewer in circles by returning to the same page over and over again. 3. There is no area of screen importance; everything has the same amount of information, which is almost nothing. The customer must call the company for more information.

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HINO Trucks Screenshots 1.

Site mapping is easy to navigate through. The homepage summarizes the purpose of the website.

2.

User friendly, the viewer can easily use the tools available; with good graphics.

3.

There is very little white space but the page is still readable.

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Mitsuoka Screenshots 1.

The screen does not fit the entire page. There is a lot of passive/ unnecessary white space. It is made unclear what the website is meant to do. Does not use best product for first look.

2.

Hyperlinks are looped leading the viewer in circles. Products are listed on the second page, viewer could over look.

3.

It gives little information to the consumer for viewing. The screen sizes are not consistent.

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Company Name Web Site’s URL Site’s Target Audience

Honda

UD Trucks

http://world.honda.com/index.html

http://www.udtrucks.com/index.html

Honda is targeting companies who may be potential business partners and investors, whether they be suppliers, importers/exporters, dealerships, etc. The purpose of Honda’s site is to educate users about Honda, their product lines, corporate policies, initiatives, and achievements.

UD Trucks is targeting potential investors and business partners.

Site’s Purpose

The purpose of UD Trucks’ site is to provide information about the company and their achievements.

Good? (Yes/No)

Yes 1. The first element of Honda’s website that captures attention is the high quality, vivid photographs that rotate in the center of the homepage. Since most people look toward the center of a webpage first, this is an excellent way to grab the visitor’s attention and showcase products and recent achievements. 2. The second element that contributes to Honda’s success is their clear, user friendly navigation. The main navigation menus are at the top, and include drop down boxes so visitors can map the site at a glance. 3. Third, Honda chose a very simple color scheme that still manages to grab the visitor’s attention. The simple red and white background on the homepage is reflected on all of the company’s pages, with the exception of pages dealing with the environment and hybrid cars. In those two circumstances, the company substitutes a bold green for the red. 4. Finally, the homepage provides information without feeling cluttered. Information is organized both vertically and horizontally to maximize the use of space, while still effectively using active white space.

No

Design elements from the lecture notes/lecture that contributed to a Positive/Negative impression - provide at least 3 for each site & explain; Attach website screenshots with discussed features highlighted

1. At first glance, UD Trucks seems to have a similar site layout to Honda and other major Japanese auto makers. However, it is scaled down significantly. The home page has one simple picture, rather than a gallery. There is nothing on the home page that attracts the visitor’s attention. 2. Second, the navigation on UD Truck’s site is not as strong as it could be. There are no drop-down menus, so users have to actually click the categories to discover the many subcategories. 3. Third, UD does not provide much content on their actual product lines. We see pictures of the lines, but no further information. 4. Finally, there is a lot of passive white space, which is even more glaring since the company has very little color on their page.

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Honda Screenshots 1.

Use of vivid, professional photographs capture visitor’s attention and highlight featured stories. Information organized to minimize passive white space without looking cluttered.

2.

Use of simple, user friendly drop down menus

3.

Use of simple, but eye catching colors. Consistent throughout with the exception of this green – used to emphasize a point.

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UD Trucks Screenshots 1.

Simple homepage with just one picture. Very little color. Lots of passive white space (not visible because everything is white).

2.

Mystery navigation: no drop down menus.

3.

Pictures of products, but no further information.

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Company Name

Mazda

Mitsubishi

Web Site’s URL

http://www.mazdausa.com/MusaWeb/displayH omepage.action?refer=http://www.mazda.com

http://www.mitsubishicars.com/MMNA/index.do

Site’s Target Audience

This site is aimed at interested buyers, current owners, and potential investors of Mazda vehicles and other products.

This site is aimed at interested buyers, current owners, and potential investors of Mitsubishi vehicles and other products.

Site’s Purpose

The site’s purpose is to market Mazda’s products and to provide product support, online shopping, customer service, and corporate information to customers.

The site’s purpose is to market Mitsubishi’s products and to provide product support, online shopping, customer service, and corporate information to customers.

Good? (Yes/No)

Yes

No

1. Color Scheme – the color scheme is consistent throughout the whole website. Every page is limited to 3 or 4 colors, with a mix of warm and cool colors to indicate a balance between power and tranquility in the company. Design elements from the lecture notes/lecture that contributed to a Positive/Negative impression - provide at least 3 for each site & explain; Attach website screenshots with discussed features highlighted 2. Consistent Layout – there is a consistent layout on all of the pages throughout the website. This creates unity, since the main links are always on the top of the page and the secondary links are on the left hand side, making them easily accessible. 3. Font Size – the font size is consistent throughout the website as well. It corresponds nicely with different areas of screen importance. The middle of the page has larger fonts to catch the eye of the visitor. The bottom has smaller fonts , and the links are all easily readable and the same size throughout.

1. Marquee – there is a marquee on the bottom of the main page, which is constantly moving. This distracts viewers and takes their attention away from the primary area of screen importance, which is the middle. 2. White Space – on most of the pages other than the main page, there is a lot of passive white space. This shows that either the company does not have enough information to show or they want it to be more easily readable. However, it takes away from the overall strength of the website. 3. Videos – on most of the specific vehicle pages, there is a video that takes a fairly long time to load and slows down the load time for other elements on the page. While this can be seen as a beneficial strategy to help customers visualize the car in action, it hinders the simplicity and strength of the page.

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Mazda Screenshots 1.

There are only 3 or 4 different colors with the exception of grayscale. This enhances the simplicity of the website.

2.

Each vehicle page is consistent in design with the main links on top and secondary links on the right hand side.

3.

Font size differs depending on location on the page. Big fonts are in the middle where the viewer first looks when visiting the site. The links are all of normal and readable size.

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Mitsubishi Screenshots 1.

There is a marquee located at the bottom of the page. This increases the difficulty of navigation on the homepage. This distracts the viewers from the main content of the site.

2.

There is passive white space on numerous pages that indicates a lack of material offered by the company.

3.

On most of the vehicle pages, there is a video that takes a very long time to load and it causes the other elements on the page to load slowly as well.

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Company Name Web Site’s URL Site’s Target Audience

Nissan

Daihatsu

http://www.nissanusa.com/ Nissan’s target audience is potential customers in the US. We know this because the main focus is of the webpage is on finding a dealership by having the customer insert his/her zip code. The purpose of the site is to show customers the different models and options available from Nissan and to locate dealerships near customer’s location.

http://www.daihatsu.com/

Daihatsu’s target audience is consumers who are looking for more information about Daihatsu and different models they offer. They also target those seeking to invest in Daihatsu.

Site’s Purpose

The purpose of the site is to show available models offered by Daihatsu and provide information regarding the corporation and financial summaries for investors.

Good? (Yes/No)

Yes

No

1. The color scheme is very uniform using only 2 dominant colors: blue and red. This makes the color usage very effective and allows the color red to stand out. Design elements from the lecture notes/lecture that contributed to a Positive/Negative impression - provide at least 3 for each site & explain; Attach website screenshots with discussed features highlighted

1. Excess amount of passive white space makes it appear bare.

2. The website is very organized with a toolbar located at the top of the page. This makes it easy to navigate to other information available on the website.

2. There are no drop-down menus, which makes it difficult to navigate the website. The links at the top of the page are very general and make navigation unclear.

3. Use of photographs in the drop down menus enhances the value of the website. It will increase the user’s ability to navigate the website by giving them visual aids to compare to model names.

3. There is a lack of content on the page. It is very vague and does not have specific information.

4. There is text based navigation across the bottom of the page to facilitate easy and accessible navigation.

4. Some of the pictures used are low quality and blurry.

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Nissan Screenshots 1.

Uniform color scheme with only two main colors: red and blue.

2.

Tool bar at top of page helps with navigation.

3.

Photos on drop down menu help with clarity and navigation.

4.

Text toolbar at bottom of page gives easy access to navigation options.

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Daihatsu Screenshots
1.

Excessive White Space

2.

Lack of drop down menus and general link descriptions limit navigation ability.

3.

Lack of content and information on the page (Says: Some specifications and illustrations do not necessarily conform with the models sold in your market)

4.

Pictures are low quality and blurry

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Toyota Company Name Web Site’s URL Site’s Target Audience

Isuzu

http://www.toyota.com/?srcd=K610_p2604478

http://www.isuzu.co.jp/world/index.html

The site’s target audience is owners and interested buyers of Toyota vehicles.

The site’s target audience is for interested buyers and investors of Isuzu vehicles.

Site’s Purpose

The site’s purpose is to market Toyota products and to provide product support, online shopping, customer service, and corporate information to customers.

The site’s purpose is to market Isuzu products and to provide product support, online shopping, customer service, and corporate information to investors and customers.

Good? (Yes/No)

Yes

No

1. The website has consistent page layouts and page elements to create unity throughout the site. 2. The organization of their links is very well laid out. The main, graphical links are across the top of the page and the text-based navigation is across the bottom of the page. 3. The company’s name (Toyota) is visible on every page throughout the website.

1. The website has a large amount of passive white space. 2. Their graphical links are placed on the left side of the page instead of placing them across the top. 3. The website does not adhere to using just three to four colors.

Design elements from the lecture notes/lecture that contributed to a Positive/Negative impression - provide at least 3 for each site & explain; Attach website screenshots with discussed features highlighted

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Toyota Screenshots
1.

The pages are consistent throughout the website.

2.

Graphical links are across the top with text-based links across the bottom

3.

Company’s name is visible on every page.

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Isuzu Screenshots
1.

Passive white space.

2.

Graphical links on the left.

3.

More than four colors.

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5.

Industry ‘key competitors’ (Select four of the well designed websites from the previous section and have each individual research their company in more depth. Include your perceptions/opinions in this section.) How (what features?) are they using on the web? Honda is using the web to provide easy access to information for their global network of investors and business partners. They do this in several ways. First, Honda highlights feature stories on their homepage using a rotating selection of pictures and headlines. Second, Honda provides tools to sign up for email and RSS updates. Third, Honda includes well organized, detailed lists of financial statements and other company information. Mazda is using the web to provide information for consumers and to present a certain brand image. They do this in several ways. Mazda utilizes a simple color scheme throughout their website. They use a combination of blues and oranges along with the obvious grayscale. This simplifies their site, which increases userfriendliness. Mazda uses pictures in appropriate places, as well as well-positioned links. Their main links are consistently on the top of each page, and the secondary links are strategically positioned along each side and the bottom. They also use specific vehicle links, which allow the visitor to see each vehicle’s features and makes it easier for consumers to choose a car. What are their most effective or unique ways of using the web? Honda is most effective at using the web for press releases to highlight their products and achievements. The pictures and stories on the home page really grab the visitor’s attention, and tools such as RSS feeds and email updates make following the company very convenient. Adding to this convenience is the wide range of information available in one place, from financial statements to environmental reports. What are their most ineffective ways of using the web? Honda is most ineffective at reaching the average consumer. Tools that help customers locate dealers are not easy to find, and there is not a way to make purchases online. Honda could benefit from either implementing more of these “consumer friendly” strategies on their global site, or having clearer directions to the consumer sites that do have these features.

Competitor’s name and URL of the web site

Honda http://world.honda.com/ind ex.html

Mazda http://www.mazdausa.com/ MusaWeb/displayHomepa ge.action?referrer=http://w ww.mazda.com

Perhaps the most effective features of Mazda’s website are the strategically placed links. On each page, the primary navigation links are located at the top which makes navigation through the entire site very easy. They also have specific links along the left hand side, which allows the visitor to navigate their way through each vehicle and its features. Another effective web feature is the pictures Mazda uses in strategic locations. They have multiple photos of each vehicle, allowing the viewer to see a 360 degree view of each car. This helps consumers make an educated decision about which car they want to purchase. Overall Mazda has a very organized and concise homepage, which makes the site easy to use.

There are a few ineffective features on Mazda’s website. First, there are a few pages that have too much passive white space. This may make customers think that Mazda lacks material to present. Second, on other pages Mazda has too much text. This is ineffective because a page with too much text is very hard to read and navigate. Visitors may leave the page, causing them to miss certain features of products or services.

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Nissan http://www.nissanusa.com/

Navigation tool bars at the top and bottom of the page help users find what they are looking for quickly. Nissan’s site features a search tool bar that brings up other sites with more information about what the user is searching. Another feature is a search to find dealerships located near the user’s zip code. Nissan offers options to change the language of the website to Spanish or Japanese. Finally, pictures on the drop down menu match the different product models, allowing visitors to match name with vehicle model at a glance. Toyota is using the web to provide easy access to owners and customer’s looking for information on their products and company. Toyota provides navigation tool bars and the top and bottom of the page so visitors can find what they are looking for efficiently. The top tool bar provides pictures to match product models with information on pricing, features, the ability to build your own vehicle, and the option to compare a Toyota vehicle with competitors. The bottom tool bar provides push up menus for Toyota owners, shopping tools, Toyota racing, certified used vehicles, and information about the company. Toyota provides information on breaking news and allows visitors to stay connected to the company via mobile applications. Visitors also have the ability to find dealerships and to change the language of the website.

Nissan’s most effective use of the web is the search tool bar that redirects the user to other sites with more information. A car purchase is a very important decision for the majority of customers. They will be doing thorough research on the car before making the purchase decision. Nissan is aiding this information search by having a search tool bar for the user. It also shows that Nissan is confident in their products and wants their users to know every detail possible about their products.

The home page length is slightly over the two page maximum. This does not allow users to scan the page in a short amount of time. There are many useful features such as “Build Your Own Nissan,” “Get Trade-In Value,” and” Get An Internet Quote” that are not seen when the home page originally appears. These valuable features may go unused because the user is required to scroll down to find them.

Toyota http://www.toyota.com/

Perhaps Toyota’s most effective use of the web is limiting their homepage to a single page. Since visitors do not need to scroll throughout the page, they can find all the information they are looking for very efficiently. This makes the research process and ease of navigation very user friendly. Toyota also allows their visitors to compare up to three competitor vehicles to Toyota vehicles. This shows Toyota is confident in the products that they offer and gives their vehicle owners and interested owners the confidence that they have purchased or will purchase a quality vehicle.

Toyota’s most ineffective use of the web is passive white space. Each page throughout the website has passive white space on the left and right sides of the screen. This can cause the page to seem cluttered since information is condensed instead of spread out. It may be overwhelming for visitors as there may seem to be too much information in such a small space.

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6.

Industry Key Competitors - Web Site Ratings (Be sure to come up with three more criteria on your own.) Website Content 10 8 8 10 Ease of Navigation 9 7 8 9 Site Appearance 7 9 7 8 Resource Tools 9 9 9 9 Consistency with Brand 10 8 10 10 Innovativeness 6 4 5 7 Overall 51 45 47 53

Company Name Honda Mazda Nissan Toyota Legend:

Companies were rated on the given criteria from 1-10 with 10 being the highest possible score. The overall score was determined by adding the individual scores.

Company#1 Honda Rating Website Content Explanation of Rating Honda’s website is full of wonderful content. It has lots of detailed information about its products in all categories. Since the website is targeted at investors and potential business partners, having a lot of detailed information makes sense. Honda’s website is very easy to navigate. Drop down menus help the visitor to know exactly where to find information. The information is broken down into logical sections, and visitors see a display of how they arrived at a page at the top of the screen. Overall the site has a strong, professional appearance. We rated this slightly lower because the high quantity or information, though well organized, makes the site feel slightly cluttered. Honda’s website is targeting business people, and the tools they provide are very helpful for that purpose. For example, visitors can sign up to receive newsletters from the company. Most of the tools are centered on offering information, since that is the main purpose of this site. When people think of Honda, they think of high quality, relatively conservative products. The corporate website is consistent with that image. The website is clean, professional, and informative, without being “flashy.” One area we believe Honda could improve in is their innovativeness in using the web. Although the website has some interesting features, such as a world clock and global weather information, nothing really grabs the visitor’s attention with its uniqueness. Since this website caters to businesses, there are opportunities to develop unique ways of reaching them.

Ease of Navigation

Site Appearance

Resource Tools

Consistency with Brand

Innovativeness

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Company #2 Mazda Rating Website Content

Ease of Navigation

Site Appearance

Resource Tools

Consistency with Brand

Innovativeness

Explanation of Rating Overall, the content on Mazda’s website is very informative and easy to read. They present each vehicle’s features in a concise yet thorough manner. However, on various pages, they have too much text which shows that they have a lot of content to share with viewers, but need to focus on the most important elements. Their primary links are consistent on each page which makes general navigation around the website easy. Furthermore, each vehicle has an independent link which facilitates navigation. However, on some pages they have too many links, including pictures, which may prove hard to interpret. Mazda utilizes a very simple and consistent color scheme throughout its website. This enhances the simplicity of the site and allows the viewer to focus on content rather than distracting colors. Their only flaw is the overuse of pictures on various pages, which may distract the viewer. Mazda offers their customers the ability to customize their own vehicles, which is a very useful feature. It allows them to personalize their own Mazda, which is a great tool for expanding Mazda’s client base. Since Mazda offers a middle class vehicle, they have to design their website in a simple way while still maintaining an upscale appearance. They do this by having limited colors, which provides a clean look. They also offer pictures of their vehicles which allow viewers to visualize the vehicles. However, they could have made it a little cleaner by providing fewer pictures, which increases the site’s ease of use and presents a more consistent brand image. Mazda’s website is fairly generic and, for the most part, has the appearance of most other car websites. While this generic look increases ease of navigation because users are accustomed to other car sites, it does not particularly provide Mazda with anything unique.

Company #3 Nissan Rating Website Content Explanation of Rating Nissan offers all the necessary and expected information needed on their website. This includes information necessary for owning, financing, and researching Nissan vehicles. The site even offers comparisons with competitors. However, the comparison information is very technical and difficult to understand, which is why we lowered the rating. Nissan’s homepage has many instruments that are helpful for navigation. Drop down menus and search tool bars are just a couple of them. However, many useful tools are located at the bottom of the page. The user has to scroll down to find them which reduces navigation ability. Nissan uses two main colors, blue and red, to increase the simplicity of their website. However, the opening picture on their home page is very large and overwhelming. It distracts the user from the other parts of the website. Nissan offers all of the standard resource tools that one would expect. They offer search tool bars, dealership locators, build your Nissan tools, internet quotes, trade-in values, and comparisons. However, within comparisons, the user is only able to compare the Nissan model to 2 other models at a time. Nissan received a perfect score in this area. Their website is very well made and professionally done which is consistent with such a large car company. They obviously spent a lot of time and resources on making sure they could offer the best possible website for their users. Although Nissan offers many resource tools, this is not any different than other car manufacturer’s website. The resources that are offered by Nissan are considered “standard” and do not display exceptional innovation.

Ease of Navigation

Site Appearance

Resource Tools

Consistency with Brand

Innovativeness

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Company #4 Toyota Rating Website Content Explanation of Rating Toyota’s website contains all the necessary information car buyers, owners, and researchers expect on a website. They provide detailed information on all the necessary components viewers are looking for, from “Build Your Toyota” to competitor product comparisons and information about the company. Toyota’s website is very easy to navigate. Their use of drop down menus allows visitors to find the information they are looking for very efficiently. Search toolbars also make it very easy to search for information - such as locating a dealer. Toyota’s website is concisely organized which limits their layout to a single page. However, their use of multiple color schemes and overwhelming amounts of information gives them a lower rating. These characteristics can be distracting to visitors and make the page seem cluttered. Toyota offers a great deal of resource tools that are very useful for visitors. They offer a search toolbar, dealer locator, build your Toyota tool, vehicle comparisons against competitors, request a quote, local specials, and estimated payments to name a few. Toyota stayed true to their image when they created their website. When you think of Toyota, you think of high quality, durable, and family friendly. Their website is clean, informative, and fun without being too “showy.” Although Toyota’s website is pretty standard compared to the majority of car companies they do have some key tools that set them apart from their competitors. First, in their vehicle comparison, they allow browsers to compare their vehicle with three other competitors. Second, in “My TFS Account” vehicle owners can make monthly payments.

Ease of Navigation

Site Appearance

Resource Tools

Consistency with Brand

Innovativeness

7.

Please discuss the strengths and weaknesses specific to your industry’s use of the web?(at least 3 each) Weaknesses 1. Auto industry websites often use technical information when describing products. This can be confusing to the average customer and does not provide the level of understanding needed. 2. Companies in the auto industry have multiple websites. While having sites targeted at unique audiences is helpful, it can take a long time for customers to locate the site best suited to their needs. Customers may become frustrated and quit searching for the needed information. 3. The auto industry does not currently offer options for online ordering. This is undoubtedly a missed opportunity for sales.

Strengths 1. The auto industry uses the web to provide opportunities to “build your own” vehicle. This customization option allows users to construct their dream car before visiting a dealership or making a purchase. 2. The auto industry also uses the web to highlight product comparisons. This provides visitors with information on all available options. 3. Auto makers use the web to provide dealer information. This allows potential customers to quickly locate the most convenient dealership.

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8.

Proposed website enhancements for the industry(at least 3 each): i. What type of information would you recommend they add to their websites?

The auto industry could provide both financing and purchasing options online. This would give customers greater flexibility and could drive sales. The auto industry needs to make sure that their product information is understood by average customers. Their websites provide a lot of information, but the language is highly technical and not easily understood. Using simple terminology and basic explanations of product specifications will reduce confusion and attract more customers. The industry could also benefit by providing more tools for customers. For example, they could provide information on projected trade in values. Current customers should be able to make payments online. The industry could also experiment with greater use of mobile apps to keep customers connected. ii. What modifications would you recommend to their web design? The auto industry needs to be aware of the amount of passive white space on their home pages. This is especially important if they are not using a lot of graphics and colors. Colors need to be consistent throughout the website. User tools should be prominently displayed on the main page. Customers should not have to spend much time searching for needed resources. Furthermore, navigation should include drop down menus to make site construction clear. Better navigation and content organization make the website feel less cluttered and more user-friendly. Visitors should not have to scroll very far down a page to find needed information. 9. Name of the company that you propose to create and its geographic location:

Our team would like to create Midori, located in Japan, which is in the automotive industry. 10. Detailed description of the proposed new business, including mission/goals, services and products it will offer, size, etc. The mission of Midori is to provide innovative, high quality, sustainable transportation solutions. Our goal is to provide unique products that exceed customer expectations. Midori offers custom products. Our customers are involved in every step of the design process for their new vehicle. All of our product features are top quality, resulting in the ultimate luxury vehicle. Furthermore, all of our products are built to the highest environmental standards, proving that consumers do not have to sacrifice luxury to help the environment. Midori is headquartered in Tokyo, Japan, with U.S. regional offices in Dallas, Los Angeles, Seattle, Miami, and New York. We also have other regional offices worldwide. Our customers complete orders online, which are then built to specifications in Japan. Each vehicle is then shipped to the regional office closest to the customer. Because Midori is a luxury brand, customer service is our number one goal. Therefore, we fly each customer to the closest regional office to test his or her new vehicle. We work with the customer to ensure that they are satisfied before completing the sale. Midori representatives are available 24/7 to handle maintenance concerns.

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11. Determine which of Porter's Three Generic Strategies you will use as you build your company for the 21st century. Explain your answer. We will be using a Focused Strategy to build Midori. This generic strategy deals with reaching a narrow market, which is one of Midori’s goals. By using this strategy, we will be able to appeal to a niche market of consumers seeking high end, custom, and environmentally friendly vehicles. We know that our products will not meet the demands of the majority of consumers; therefore, we need to focus on appealing to this small market segment. 12. Discuss the many eBusiness strategies that your company could use to increase revenue and decrease cost. A. Company web site’s target audience – who will use the website (internally and externally), for what purpose and where are they located geographically? In order for Midori to succeed, our website will target customers wanting to create a custom vehicle. These consumers will be located all around the world, with the majority living in Japan and the United States. Our employees will also regularly access this site to process order information and update current order status. Furthermore, they will be able to interact with potential and current customers by addressing questions and concerns through a blog and chat feature. B. Company’s website purpose: The purpose of Midori’s website is to provide our customers with exceptional service. Our website will allow customers to not only customize their vehicle, but also purchase their design. It will also provide each consumer with the ability to have his or her questions or concerns answered by a qualified Midori representative. Furthermore, our website will provide detailed information about all of our products, as well as our latest efforts in improving the environment. C. Company’s primary usage of the web

a.

Is the primary use going to be informational or transactional or both? Justify. The primary use of our website will be both informational and transactional. We will use our site to provide relevant product information and highlight accomplishments. Furthermore, our website will allow our clients to purchase their customized Midori vehicle.

b.

What pages will be found on the website? Please list major sections of the site. On our website, we will have links to the main sections at the top of each page. These links will include: About Midori, Our Vehicles, Build Your Own Midori, My Midori, and Customer Service. About Midori will include information about the history of the company, our mission, and our achievements. Our Vehicles will include information about all of our starting models that clients must customize in order to purchase. Build Your Own Midori will include all customization options for each vehicle, and allow our customers to submit their orders. My Midori is a unique feature that allows our customers to view photos of their specific car throughout the production process. It also includes travel information to each regional site, along with warranties and other services that we offer. Customer Service will provide our clients with the opportunity to have their questions and concerns answered by Midori representatives in a timely fashion.

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c.

Is the website primarily for B2B (business to business) or B2C (business to consumer) or both? Justify.

Midori’s website is primarily a Business to Consumer (B2C) website. Our website is a tool to facilitate customer service. Furthermore, it allows customers to order directly from the manufacturer, eliminating the middle man. The information we provide is designed solely for our customers.

D. How can an eBusiness strategy help your company attract customers and increase sales? An eBusiness strategy provides incredible convenience for customers. Our clients can purchase their vehicle from the comfort of their own home, at a time most convenient to them. This is a feature that other auto manufacturers do not offer, and sets Midori apart. Furthermore, an eBusiness strategy reduces energy consumption and waste, making Midori the most environmentally friendly of all the Japanese automakers.

E. How could eBusiness strategy help customer service? Our website has several features that provide 24 hour customer service. The My Midori page allows owners to track the progress of their order and receive detailed product information and services. The Customer Service page allows both current and potential Midori customers to interact with qualified Midori representatives.

F. How could you use an eBusiness strategy to partner with suppliers? Midori can use eBusiness to streamline the production process. This can be accomplished through the use of an extranet. When an order is submitted online, an invoice of needed parts will be automatically sent to our suppliers, which decreases manufacturing time.

G. How could a portal help your employees? Midori can use a portal to provide real time information for our employees. This may include number of hours worked, accumulated paid time off, employee company benefits, recent announcements, stock information, and upcoming projects and deadlines.

H. How could a kiosk help your business? Since Midori does not have dealerships, kiosks provide an excellent way for potential customers to learn more about our company and products. These kiosks will be located in high end shopping centers, such as Rodeo Drive. Depending on local purchasing habits, these kiosks may also be located in other public places, such as airports, since similar kiosks have proved successful in many countries worldwide.

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I.

What types of metrics would you want to track on your eBusiness Web site? Be sure to justify your answers.

The first metric we track is total web traffic. This allows us to assess brand awareness and optimization levels for search engines. The second metric we will track is clickstream data. We need to know how customers navigate our site, and how many people go through the custom design process. The third metric we will track is number of orders submitted. This allows us to identify trends in sales and better plan for the future. The final metric we will track is stickiness. This will provide information about how much time customers spend viewing each page, allowing us to modify content to optimize viewing time.

Appendix: Storyboard for your new company’s website homepage

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