Fnac(.com) - an e-business model

Résumé du document

All the sectors, all the trades, all the positions of the company were, are and will be upset by Internet. It is recognized today that new technologies, in particular the access to Internet, tend to modify the communication, particularly between the various actors of the professional world. Internet today forms a part of our everyday life, but this remains a recent phenomenon. E-tailing appeared at the end of the year 1990 and has since grown rapidly. E-Business is a topic which our generation is directly confronted with. As warned by consumers, and taking into account the diversity of the companies using the e-Business, I chose to concentrate my study on a specific market: that of the e-tailer FNAC. The objective of this report is to present various underlying "technologies". They are actually modes of organization based on communication and information technologies. Thus, in the e-Business context, it is essential to understand how the internal organizations of the companies using the E-business work. To conduct this study, we chose to analyze the site Fnac.com, because it seemed interesting to see how their business plan is built compared to their chain of shops which is already well developed. This is what we call the "Click and mortar". With high growth perspectives and a strong evolution I consequently considered that the study of Fnac.com is strongly representative of the e-tailing sector and would enable me to treat the topic of the e-Business in an effective and relevant way.

Extraits

[...] Knowledge Management : Group FNAC retained the publication software on Intranet ISIMAN for its KM (Knowledge Management) industrialization project. ISIMAN Solution was retained by group FNAC because it makes possible to industrialize the publication of the Intranet for a controlled decentralization of the production and a multi-site and multilingual management. Information System of Membership : In a context of increased competition and in order to preserve its strong image, the FNAC decides to obtain an evolutionary Marketing solution to increase its base of members and to develop new services. [...]

[...] Company often classified in Internet companies, by opposition to traditional companies, Amazon however has a traditional activity (sale and logistics of physical objects) for which Internet represents only an (certainly formidable) accelerating, an access to a global market, and a means of breaking the costs of structure compared to a bookseller like the FNAC in France or Barnes & Noble in the USA (besides we should note that these two companies, now present on Internet, are often indicated by the term “click and mortar"). We often oppose Amazon to eBay, whose business model is radically inseparable from Internet, unlike Amazon. Suppliers : The relationship between the FNAC and its suppliers was not always easy. Indeed, from its creation, the will to post very low prices led the FNAC to fight against the suppliers who refused to sell their products. The FNAC also negotiates with its suppliers. [...]

[...] Conclusion Thanks to this study we discovered the functioning of the e-Business organization of the FNAC. This report showed us that the e-tailing market gradually took a major place in the e-Business. Nowadays, we cannot any more allow us to be unaware of the technology of the Internet. In fact, the impact of this information system on the population of today is considerable, with Internet we can reach everyone, wherever he is and at any moment. Therefore marketing had and must still adapt in order to as well as possible exploit this new form of customers. [...]

[...] * 1981 : First store FNAC abroad, in Brussels. * 1991 : Creation of the slogan “Agitator since used until 1996. * 1994 : The Group Pinault-Printemps-Redoute (PPR) holds the majority of FNAC's actions. * 1996 : Launching of FNAC's Website. The Group PPR holds the totality of the FNAC capital. Fnac in the world : Source : Fnac.com[4] Evolution: The FNAC was thus created in the 1970's by Trotskyites (Fédération Nationale de l'Achat des Cadres). At that time, it makes exclusive sale of photograph material for a closed circle : the educated young people who are attracted by this minor art which is photography. [...]

[...] Today the company changed and the FNAC does not represent any more the same. At the beginning reserved for a certain elite, it is today deeply opened with the whole of the market and rakes a very large audience (widening of its offer with the disc, the book, the multi-media, it proposes today an Website like its direct competitors Main FNAC's products After having experienced a continuous development, thanks to its single concept, the FNAC is today the first French distributor of cultural and leisures products. [...]