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Unit :

A ssignment title :
Luxury Jewellery Online

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December 201 8

Important n otes
• Please refer to the Assignment Presentation Requirements for advice on how
to set out your assignment. These can be found on the NCC Education
website . Click on ‘Policies ; Advice ‘ on the main menu and then click on
‘Student Support’ .
• You must read the NCC Education documents What is Academic
Misconduct? Guidan ce for Candidates and Avoiding Plagiarism and
Collusion: Guidance for Candidates and ensure that you acknowledge all the
sources that you use in your work. The se documents are available on the
NCC Education website . Click on ‘Policies ; Advice’ on the main menu and
then click on ‘Student Support’.
• You must complete the Stateme nt and Confirmation of Own Work . The form
is available on the NCC Education website. Click on ‘Policies ; Advice’ on
the main menu and then click on ‘Student Support’.
• Please make a note of the recommended word count. You could lose marks
if you write 10% more or less than this.
• You must submit a paper copy and digital copy (on disk or similarly
acceptable medium). Media containing viruses, or media that cannot be run
directly, will r esult in a fail grade being awarded for this assessment .
• All electronic media will be checked for plagiarism.

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eBusiness © NCC Education Limited 201 8

You are an e -commerce consultant and have been contacted by the owner of a large local
jewellery store named ‘Luxury Jewellery ‘, which is based on the high street in a large city
in your region.

The store has been established for many years and has earned a well -deserved reputation
for selling a range of high quality jewellery items, all made out of gold or silver. These

• Rings
• Necklaces
• Bracelets
• Earrings

A major part of the store’s success is the level of customer service it offers ; all members of
staff are experts in particular field s of jewellery and are able to offer knowledgeable
guidance to customers. This is together with high levels of after -sales and repair services.

The owner of the store has built up considerable knowledg e of the luxury jewellery market
together with a wide range of supplier contacts and is now keen to exploit this further by
launching an e -commerce site that will offer a similar range of items to the store ( although
she proposes that the store will continue to operate in its current form ).

She believes that the introduction of the e -commerce service will enable h er to reach wider
geographical markets for h er jewellery products, whilst also adding value to her company’s
overall brand and image. She proposes to call the e -commerce service ‘Luxury Jewellery
Online ‘ (LJ O).

As part of her plans for the launch of the new e -commerce service , she has asked you to
provide her with detailed information on the followi ng issues:

• A summary of the potential opportunities associated with launching the new
e-commerce service. Sh e is particularly keen to ensure it is accessible for users of
smartphones and tablets a s she believes that her potential customers will be
regul ar users of such devices.
• How a range of innovative online marketing solutions could be used to target
potential customers in new territories.
• How to ensure that the new e -commerce service can offer a comparable l evel of
customer service, support and guida nce as that which is already provided in her
high street store .

In addition to the above, she believes there is a significant opportunity to launch an online
auction as part of the e -commerce service , since experience with many of her existing
customers indicate s there is a significant demand to both buy and sell second hand quality
jewellery items.

Prior to moving forward with the development and launch of the e -commerce service, she
is also keen to establish what the major objectives of the new site s hould be, particularly in
terms of return on investment and the value it can potentially add to her overall business.

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eBusiness © NCC Education Limited 201 8

Finally, she is aware of the potential cyber security threats posed to online businesses and
so wishes to ensure that good security pract ices are followed as part of the ongoing
operation of the site. She has therefore asked you to put together a short presentation to
outline a range of key security -related issues.

Task 1 – 18 Marks
Write a report o f no more than 750 words that focuses on the business opportunities that
the proposed e -commerce service could provide. Your report should:

• Indicate h ow the LJ O e-commerce service could help to increase overall sales and
revenue by attracting new customers from a wide geographic region .
• Consider the potential benefits of ensuring that the new e -commerce site can be
used effectively by users of mobile devices such as smartphones and tablets.
• Identify and briefly describe FIVE (5) key factors to consider when o ptimising a n e –
commerce site for mobile usage (you should use the Internet for research purposes
to assist in identifying these factors).

Task 2 – 16 Marks
Produce a report of no more than 500 words that focuses on the marketing channels that
could be used by LJ O to promote the new e -commerce service. You r report should:

• Describe the potential role of email in the online marketing activities .
• Consider the role of social media in the online marketing activities .
• Identify and describe one other potential marketing channel that could be used,
giving the reasons for your choice.

In addition, the report should explain how the brand of the existing ‘Luxury Jewellery ‘ high
street store could, potentially, add value to the overall brand and image of the new LJO
e-commerc e site .

Your report should also identify TWO (2) potential problems if the marketing campaigns for
the online ( LJ O) and offline (Luxury Jewellery) retail activities are not closely coordinated.

Task 3 – 16 Marks
Compile a report of no more than 500 words that considers the level s of service that will
be provided to LJ O customers, ensuring that such levels maintain the excellent reputation
for customer service that the ‘Luxury Jewellery ‘ high street store has developed over the
past few years . Your report should:

• Briefly describe THREE (3) ways in which high levels of support and service could
be provided to online customers.
• Explain the importance of maintaining sufficiently high levels of stock to meet
customer demand .
• Outline how effective links with suppliers of jewellery items can help to streamline
the ordering and delivery processes and ensure that inventory levels are neither
under – or over -stocked .

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eBusiness © NCC Education Limited 201 8

Task 4 – 16 Marks
Using the internet for research purposes, write a briefing document report (of no more than
500 words) that explains the importance of the following features when selecting
appropriate online auction software for the LJ O e-commerce site:

• User management
• User search tools
• Customised branding and layout
• Integrated payment processing

Task 5 – 15 Marks
Put together a report of no more than 500 words that focuses upon what you believe are
the THREE (3) key objectives of the LJ O e-commerce site, together with your reasons for
selecting these specific objectives.

In addition , you should specify how the success of these objectives will be measured as
part of a post -implementation audit.

Task 6 – 19 Marks
Using PowerPoint or a similar tool, prepare a maximum of TWELVE (12) slides that could
be used to form the basis of a presentation to the owner on how to adopt best security
practices for the new e -commerce service. Your presentation should focus on:

• Givi ng the key components of a security policy
• Giving THREE (3) benefits to LJO of adopting a security policy .
• Explaining h ow biometrics can play a part in keeping IT systems secure .
• Explaining w hy a disaster recovery plan should be part of the overall approach to
security .

A brief set of notes , of no more than 2 50 words, should be produced that summarise the
main content of the slides and which can be used as handouts at the presentation.

This assignment will allow you to demonstrate your understanding of the considerations in
evaluating the opportunity for launching a new e -commerce service alongside an existing
offline retail store and the activities associated with planning for its subse quent

If you are unsure about any aspect of the assignment, then consult with your tutor/lecturer
prior to commencing the assignment.

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eBusiness © NCC Education Limited 201 8

Submission requirements
1. A word -processed, printed document containing all the written components of the
as signment (Tasks 1, 2, 3, 4 and 5) signed and dated by your tutor/lecturer.

2. A printed version of the presentation you have prepared for Task 6.

3. A copy of all the electronic material (Tasks 1 -6) on appropriate medium (floppy disk, zip
disk, CD -ROM etc.).

The total word count for the assignment is 3000 words.

Candidate checklist
Please use the following checklist to ensure that your work is ready for submission.

Have you read the NCC Education documents What is Academic
Misconduct? Guidance for Candidates and Avoiding Plagiarism and
Collusion: Guidance for Candidates and ensured that you have
acknowledged all the sources that you have used in your work?

Have you completed the Statement and Confirmation of Own Work
form and attached it to your assignment? You must do this. ?

Have you ensured that your work has not gone over or under the
recommended word count by more than 10%? ?

Have you ensured that your work does not contain viruses and can
be run directly? ?


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