E-commerce market research and strategy recommendations. : Case study: Russian Post North-West macro-region business unit in Saint-Petersburg
Timofeeva, Alisa (2017)
Timofeeva, Alisa
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017052910803
https://urn.fi/URN:NBN:fi:amk-2017052910803
Tiivistelmä
The following thesis was commissioned by Russian Post and focuses on assessment of the state of play of Russian Post business unit on e-commerce market and reporting strategic suggestions and opportunities for improvement.
The research was conducted as a 5 month project starting in April 2016. The author was working in the case organization and was a member of project team and project administrator. The team consisted of representatives of postal business, parcel business, financial business, IT and logistics departments.
To find solutions for the improvement, a qualitative research was conducted. Strategic tools were utilised when applying theoretical frameworks to form strategy recommendations. The purpose of this thesis is to offer suggestions for the improvement in order to reach market share growth targets.
The research is based on the case study methodology. Russian Post North-West macro region business unit in Saint-Petersburg is case study organisation of this thesis. The data was analysed by both qualitative and quantitate methods. The empirical data was collected through project team discussions, observations, survey and relevant documents.
The results of this research indicate that CEP segment shows potential for development due to fast growth of e-commerce. However, Russian Post doesn’t meet the world service and delivery time standard due to weak technology, poor customer service and slow development processes.
Managerial implications contain recommendations that should be considered when setting the direction for future strategy. Managerial implications include the focus on the development of technologies, last-mile delivery solutions, fulfilment, efficient product management, possible cooperation with integrators and cross-functional cooperation between departments within organization.
The research was conducted as a 5 month project starting in April 2016. The author was working in the case organization and was a member of project team and project administrator. The team consisted of representatives of postal business, parcel business, financial business, IT and logistics departments.
To find solutions for the improvement, a qualitative research was conducted. Strategic tools were utilised when applying theoretical frameworks to form strategy recommendations. The purpose of this thesis is to offer suggestions for the improvement in order to reach market share growth targets.
The research is based on the case study methodology. Russian Post North-West macro region business unit in Saint-Petersburg is case study organisation of this thesis. The data was analysed by both qualitative and quantitate methods. The empirical data was collected through project team discussions, observations, survey and relevant documents.
The results of this research indicate that CEP segment shows potential for development due to fast growth of e-commerce. However, Russian Post doesn’t meet the world service and delivery time standard due to weak technology, poor customer service and slow development processes.
Managerial implications contain recommendations that should be considered when setting the direction for future strategy. Managerial implications include the focus on the development of technologies, last-mile delivery solutions, fulfilment, efficient product management, possible cooperation with integrators and cross-functional cooperation between departments within organization.