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SEEM 3490 Case Study

Report2010-2011 term 1

2010/12/6

Cheng Jiming

1007609662

Ren Zhi

1007610342

Wang Jingyuan

1007610023

Zhang Shu

1007609913

SEEM3490 Case Study Report

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Content

1. Executive Summary---------------------------------------------------------------------

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2. Introduction------------------------------------------------------------------------------

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3. The Case and Analysis

3.1 Background of the organization--------------------------------------------------

3.2 Issues the organization faced and solutions analysis---------------------------

3.2.1 Technical Issues------------------------------------------------------------

3.2.2 Non-technical Issues------------------------------------------------------

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4. Conclusion--------------------------------------------------------------------------------

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5. References--------------------------------------------------------------------------------

36

SEEM3490 Case Study Report

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1. Executive Summary

? Background

In this report, we try to analyze the case of Cliptomania, and to detect the strengths and weaknesses of its strategies. The objective is to help this company modify its weakness and polish the strength, by conducting a comprehensive interpretation of the situation of this company.

? Issues

We divide the issues into four categories according to combination of the technology factor and the business coverage factor.

? Proposed Solutions

In response to the detected issues of this company, we will evaluate the solutions provided by Cliptomania if there is any as well as provide our proposed solutions with an unbiased evaluation of the feasibility and effectiveness.

? Findings

After the comprehensive analysis of this case, we will build a SWOT conclusion to show our findings about the strength, weakness, opportunity and threat that Cliptomania faces.

SEEM3490 Case Study Report

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2. Introduction

? Case Description

This case material introduces a web store, named The Cliptonmania, which sells clip-on earrings on the internet at www.cliptomania.com. It is owned and operated by the Santo family---father Jim, mother Candy, daughter Christy and its business is conducted from the lower level of the Santo home in Indian, but it sells clip-on earrings throughout the United States, Canada, the U.K., Ireland, Japan, Australia, and New Zealand. The Cliptomania was established as a Yahoo! Store in November of 1999, it now becomes the five-star store of Yahoo! Rating for service. During these 10 years, its business becomes larger and larger.

When they handle this business, there were many difficult issues that Santos faced. First, none of these three Santo family members knew the creation of a Web site. As for this problem, Jim found that one way would be to contract with an Internet service provider for the computer resources required, purchase several software packages to perform the various functions that would be needed to run the store, and design the site and write the HTML code to set up the pages. The other solution was to pay a vendor for hosting a store on a" Web mall", which the vendor provides the computer resources and integrated software as well as "templates" for setting up the Web pages a Web store needed. Since Santo family did not have the personal experience or and IT development background to design the site and write the