Title: Towards a model of e-tailing: a SWOT analysis of electronic supermarkets

Authors: K. Vinodrai Pandya, Alfred O. Arenyeka-Diamond

Addresses: East London Business School, University of East London, Longbridge Road, Dagenham, RM8 2AS, UK. East London Business School, University of East London, Longbridge Road, Dagenham, RM8 2AS, UK

Abstract: The fact that supermarkets are still very much in their experimental stages of using electronic commerce, even in the most advanced electronic market like the USA, is well documented by Kalakota [1,2] and Dutta [3]. E-commerce has been applied in retailing (e-tailing) and also in supermarkets, but the question remains, has it been implemented by strategic choice or has it been ||forced|| upon? [4,5]. The initial task of this research was to review, in form of a SWOT analysis, the concept of electronic supermarkets. As a precursor, the external business environment in which they operate was analysed to determine the opportunities and/or threats they present. This was undertaken using the PESTIE (Political; Economic; Sociological; Technological; Industry and Ecological factors) model. A further analysis examined the internal capabilities of the supermarkets and their abilities to exploit the opportunities or combat the threats presented by the external environment, i.e. strengths and weaknesses. Key Success Factors (KSF) for enabling competitive advantage were identified.

Keywords: e-commerce; e-supermarket; e-tailing; PESTIE factors; SWOT analysis.

DOI: 10.1504/IJSTM.2002.001619

International Journal of Services Technology and Management, 2002 Vol.3 No.1, pp.96-110

Available online: 10 Jul 2003 *

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