Midori Final

8/7/2019 Midori Final

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INSC 20263Business Information Systems

Midori

Project Proposalsubmitted to

Dr. Beata Jones

By

Andrew Boaz

Nathan LoschDoug Moore

Katie Russell

Graham Wills


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INSC 20263 -- Project Proposal Page 1

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 SalesIndustry 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 usedcar 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. 25Feb. 2011.


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2.Perform a detailed Porter's Five Forces analysis for your industry. Be sure to discuss entry barriers andswitching costs.

Power HIGH LOW Justify

Buyer Power

X

Despite the vast number of consumers in the automobile industry, thereare many different companies within the industry that give manyoptions to these consumers. With todays availability of information

through technology, it is very easy for a consumer to find information to

compare a product to a competitors. 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.

Supplier Power

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 automakers business.

Threat of Substitute

Products

X

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.

Threat of New

Entrants

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.

Rivalry Among

Existing Competitors

X

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.


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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 makeforecasts 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: fourweb sites in your industry that you believe are good and four that you consider poorly designed.(Each

individual researches two companies.)

Company Name

HINO Trucks

Mitsuoka

Web Sites URL

http://www.hino.com/

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

Sites

Target

Audience

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.

Sites 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

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. 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.

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


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HINO Trucks Screenshots1.

2.

3.

Site mapping is easy to navigate

through. The homepagesummarizes the purpose of the

website.

User friendly, the viewer can

easily use the tools available; with

good graphics.

There is very little white space

but the page is still readable.


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Mitsuoka Screenshots1.

2.

3.

The screen does not fit the entire

page.

There is a lot of passive/ unnecessarywhite space.

It is made unclear what the website is

meant to do.

Does not use best product for first

look.

Hyperlinks are looped leading the

viewer in circles. Products are listed

on the second page, viewer could

over look.

It gives little information to the

consumer for viewing. The screen

sizes are not consistent.


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Company Name

Honda

UD Trucks

Web Sites URL

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

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

Sites

Target

Audience

Honda is targeting companies who may be

potential business partners and investors,

whether they be suppliers,

importers/exporters, dealerships, etc.

UD Trucks is targeting potential investors

and business partners.

Sites Purpose

The purpose of Hondas site is to educate

users about Honda, their product lines,

corporate policies, initiatives, and

achievements.

The purpose of UD Trucks site is to

provide information about the company and

their achievements.

Good? (Yes/No)

Yes

No




Positive/Negative

impression

- provide at least 3 foreach site & explain;

Attach website

screenshots with

discussed features

highlighted

1. The first element of Hondas 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 visitors attention

and showcase products and recent

achievements.

2. The second element that contributes toHondas success is their clear, user friendly

navigation. The main navigation menus areat 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

visitors attention. The simple red and white

background on the homepage is reflected on

all of the companys 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.

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 visitors attention.

2. Second, the navigation on UD Trucks

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 themany 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 Screenshots1.

2.

3.

Use of vivid, professional

photographs capture visitors

attention and highlight featuredstories.

Information organized to minimize

passive white space without looking

cluttered.

Use of simple, user friendly drop

down menus

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 Screenshots1.

2.

3.

Simple homepage with just one

picture.

Very little color. Lots of passive

white space (not visible because

everything is white).

Mystery navigation: no drop down

menus.

Pictures of products, but no further

information.


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Company Name

Mazda

Mitsubishi

Web Sites URL

http://www.mazdausa.com/MusaWeb/displayH

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

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

Sites

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.

Sites Purpose

The sites purpose is to market Mazdas

products and to provide product support, online

shopping, customer service, and corporate

information to customers.

The sites purpose is to market Mitsubishis

products and to provide product support, online



Good? (Yes/No)

Yes

No

Design elements

from the lecture

notes/lecture that

contributed to aPositive/Negative

impression

- provide at least 3

for each site &

explain;

Attach website

screenshots with

discussed features

highlighted

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.

2. Consistent Layout there is a consistent

layout on all of the pages throughout thewebsite. 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 doesnot 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 Screenshots1.

2.

3.

There are only 3 or 4 different colors

with the exception of grayscale. Thisenhances the simplicity of the

website.

Each vehicle page is consistent in

design with the main links on top

and secondary links on the right

hand side.

Font size differs depending onlocation 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 Screenshots1.

2.

3.

There is a marquee located at the

bottom of the page. This increasesthe difficulty of navigation on the

homepage. This distracts the

viewers from the main content of the

site.

There is passive white space on

numerous pages that indicates a lack

of material offered by the company.

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

Nissan Daihatsu

Web Sites URL

http://www.nissanusa.com/ http://www.daihatsu.com/

Sites

Target

Audience

Nissans 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.

Daihatsus 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.

Sites Purpose

The purpose of the site is to show

customers the different models and

options available from Nissan and to

locate dealerships near customers

location.

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




Positive/Negativeimpression

- provide at least 3 for

each site & explain;

Attach website

screenshots with

discussed features

highlighted

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.

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.

3. Use of photographs in the drop down

menus enhances the value of the

website. It will increase the users

ability to navigate the website by giving

them visual aids to compare to model

names.

4. There is text based navigation acrossthe bottom of the page to facilitate easy

and accessible navigation.

1. Excess amount of passive white space makes it

appear bare.

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 makenavigation unclear.

3. There is a lack of content on the page. It is

very vague and does not have specific

information.

4. Some of the pictures used are low quality andblurry.


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Nissan Screenshots1.

2.

3.

4.

Uniform color scheme with only twomain colors: red and blue.

Tool bar at top of page helps with

navigation.

Photos on drop down menu help

with clarity and navigation.

Text toolbar at bottom of page gives

easy access to navigation options.


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Daihatsu Screenshots1.

2.

3.

4.

Excessive White Space

Lack of drop down menus andgeneral link descriptions limit

navigation ability.

Lack of content and information on

the page (Says: Some specifications

and illustrations do not necessarily

conform with the models sold in your

market)

Pictures are low quality and blurry


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Company Name

Toyota

Isuzu

Web Sites URL

http://www.toyota.com/?srcd=K610_p2604478 http://www.isuzu.co.jp/world/index.html

Sites

Target

Audience

The sites target audience is owners and

interested buyers of Toyota vehicles.

The sites target audience is for interested buyers

and investors of Isuzu vehicles.

Sites Purpose

The sites purpose is to market Toyota products

and to provide product support, online



The sites 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

Design elements

from the lecture

notes/lecture that

contributed to aPositive/Negative

impression

- provide at least 3

for each site &

explain;

Attach website

screenshots with

discussed features

highlighted

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 companys name (Toyota) is visible onevery 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.


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Toyota Screenshots1.

2.

3.

The pages are consistent

throughout the website.

Graphical links are across the top

with text-based links across the

bottom

Companys name is visible on

every page.


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Isuzu Screenshots1.

2.

3.

Passive white space.

Graphical links on the left.

More than four colors.


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5.Industry key competitors (Select four of the well designed websites from the previous section and haveeach individual research their company in more depth. Include your perceptions/opinions in this section.)

Competitors name and

URL of the web site

How (what features?) are they

using on the web?

What are their most

effective or unique ways of

using the web?

What are their most

ineffective ways of usin

the web?

Honda

http://world.honda.com/ind

ex.html

Honda is using the web to provideeasy 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.

Honda is most effective atusing the web for press

releases to highlight their

products and achievements.

The pictures and stories on

the home page really grab

the visitors 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 toenvironmental reports.

Honda is most ineffectiveat reaching the average

consumer. Tools that help

customers locate dealers

are not easy to find, and

there is not a way to mak

purchases online. Honda

could benefit from either

implementing more of

these consumer friendly

strategies on their global

site, or having clearer

directions to the consume

sites that do have these

features.

Mazda

http://www.mazdausa.com/

MusaWeb/displayHomepa

ge.action?referrer=http://w

ww.mazda.com

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 obviousgrayscale. This simplifies their

site, which increases user-

friendliness.

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 vehiclesfeatures and makes it easier for

consumers to choose a car.

Perhaps the most effective

features of Mazdas 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 specificlinks 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 ofeach 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

Mazdas website. First

there are a few pages that

have too much passive

white space. This may

make customers think tha

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.

Nissans site features a search tool

bar that brings up other sites with

more information about what theuser is searching.

Another feature is a search to find

dealerships located near the users

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 matchname with vehicle model at a

glance.

Nissans 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 pag

maximum. This does n

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/

Toyota is using the web to provide

easy access to owners and

customers 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 picturesto 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.

Perhaps Toyotas 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 userfriendly.

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.

Toyotas 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. Itmay be overwhelming fo

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.)

Company

Name

Website

Content

Ease of

Navigation

Site

Appearance

Resource

Tools

Consistency

with Brand

Innovativeness Overall

Honda 10 9 7 9 10 6 51

Mazda 8 7 9 9 8 4 45Nissan 8 8 7 9 10 5 47

Toyota 10 9 8 9 10 7 53

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 Explanation of Rating

Website Content

Hondas website is full ofwonderful 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.

Ease of Navigation

Hondas 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.

Site Appearance

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.

Resource Tools

Hondas 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.

Consistency with

Brand

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.

Innovativeness

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 visitors attention with its uniqueness.

Since this website caters to businesses, there are opportunities to develop unique ways of

reaching them.


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Company #2 Mazda


Website Content

Overall, the content on Mazdas website is very informative and easy to read. They

present each vehicles 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.

Ease of Navigation

Their primary links are consistent on each page which makes general navigation aroundthe 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.

Site Appearance

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.

Resource Tools

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 Mazdas client base.

Consistency with

Brand

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 whichallow viewers to visualize the vehicles. However, they could have made it a little cleaner

by providing fewer pictures, which increases the sites ease of use and presents a more

consistent brand image.

Innovativeness

Mazdas 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


Website Content

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.

Ease of Navigation

Nissans 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.

Site Appearance

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.

Resource Tools

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 theNissan model to 2 other models at a time.

Consistency with

Brand

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.

Innovativeness

Although Nissan offers many resource tools, this is not any different than other car

manufacturers website. The resourcesthat are offered by Nissan are consideredstandard and do not display exceptional innovation.


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Company #4 Toyota


Website Content

Toyotas 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.Ease of Navigation

Toyotas website is very easy to navigate. Their use of drop down menus allowsvisitors

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.

Site Appearance

Toyotas 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.

Resource Tools

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.

Consistency with

Brand

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.

Innovativeness

Although Toyotas 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.

7.Please discuss the strengths and weaknesses specific to your industrys use of the web?(at least 3 each)Strengths Weaknesses

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.

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 foronline ordering. This is undoubtedly a missed

opportunity for sales.


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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 willoffer, 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 the21st 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 ofMidoris 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 decreasecost.

A.Company web sites target audience who will use the website (internally and externally), for whatpurpose 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.Companys website purpose:The purpose of Midoris 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.Companys 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.

Midoris 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 ourcustomers.

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 aboutour 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 youranswers.

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: Storyboardfor your new companys website homepage

Documents

Midori Final