Création d'un site de vente en ligne. Etude de cas : EKISS.

Abstract

This Master Thesis presents the process followed for the creation of an e-commerce website: “Ekiss”. This project of online sales is developed by an existing shop selling horse riding equipment. The first part of this study presents an analysis of the existing company. This company analysis was realized in order to identify its weaknesses, its strengths and the reasons why it wants to sell online. The second part presents a context and a competition analysis. Regarding the context, two studies are realized: one for the macro-environment and one for the competitive intensity. The competitors are then analysed in terms of size and products sold in order to identify a group of close competitors. Once the internal and external analysis of the company conducted it is then possible to combine the strengths and weaknesses of the company with the threats and opportunities of the market. The third part looks into a brand creation. In order to differentiate itself from its competitors a brand will be created and sold exclusively online. Multiple steps were realized leading to the brand positioning: market segmentation, client targeting and brand positioning. Then the brand image (its name, its logo, its price range) were chosen according to the brand positioning. The fourth part is about the website creation: web developer choice and the different choices affecting the customer path as advertising, payment and delivery.