GROUP ASSIGNMENT

TECHNOLOGY PARK MALAYSIA

BM012-3-2-DGM

DIGITAL MARKETING

APU2F2106BM(E-BUS)

HAND OUT DATE: 29 NOVEMBER 2022

HAND IN DATE : 25 FEBRUARY 2022
WEIGHTAGE : 60%
Word Count :

INSTRUCTIONS TO CANDIDATES:
1 Submit your assignment at the administrative counter.
2 Students are advised to underpin their answers with the use of references (cited
using the Harvard Name System of Referencing).
3 Late submissions will be awarded zero (0) unless Extenuating Circumstances (EC)
are upheld.
4 Cases of plagiarism will be penalized.
5 The assignment should be bound in an appropriate style (comb bound or stapled).
6 Where the assignment should be submitted in both hardcopy and softcopy, the
softcopy of the written assignment and source code (where appropriate) should
be on a CD in an envelope / CD cover and attached to the hardcopy.
7 You must obtain 50% overall to pass this module
 Table of Contents
Part A. Group Components..............................................................................................................1

1. Introduction of Oxwhite...........................................................................................................1

1.1 Reason to redevelop Oxwhite’s original website...............................................................1

2. Website Development Plan by Applying 7Cs framework.......................................................2

2.1 Context...............................................................................................................................2

2.2 Content...............................................................................................................................2

2.3 Customization.....................................................................................................................2

2.4 Communication..................................................................................................................3

2.5 Commerce..........................................................................................................................3

2.6 Community.........................................................................................................................4

2.7 Connection..........................................................................................................................4

3. Storyboard for Oxwhite Redevelopment.................................................................................5

Part B. Individual Components......................................................................................................22

1. Political..................................................................................................................................22

2. Economic...............................................................................................................................22

3. Social......................................................................................................................................22

4. Technology.............................................................................................................................22

5. Legal.......................................................................................................................................22

References......................................................................................................................................23

Group Task Report........................................................................................................................24

Part A. Group Components

1. Introduction of Oxwhite
OXWHITE operates on a 100% e-commerce subscription model and features classic luxury
white shirts tailored for Asians. Oxwhite is a modern lifestyle brand that creates quality
necessities for Asians. Oxwhite was founded in 2018 by CK Chang, Zikang Tai and Ho Kam
Wai, headquarters in Kuala Lumpur. The goal they created is to make luxury goods affordable to
more consumers. Unlike other expensive brands, Oxwhite hopes to satisfy more consumers by
lowering the price of luxury goods. Oxwhite's mission is to create quality essentials. For every
consumer to provide comfortable and confident work experience, and in the price will not have
too much burden. Oxwhite’s vision is to always make a difference in the lives of Asian people by
helping them proudly look good and feel nice, at a price that anyone can afford (Oxwhite, 2022).

1.1 Reason to redevelop Oxwhite’s original website

The reason why we choose to redevelop Oxwhite’s websites is because a fully online shop can
reduce more cost for us. No physical storefront can help us reduce all aspects of expenses such as
renovation, utilities and rent. Oxwhite's products are also suitable for modern society and popular
with the public. The most important thing is that because of the COVID-19 epidemic, all people
are afraid to go out to buy. Developing an online website can provide consumers with a more
convenient way to buy. So consumers can browse through all the products on the website and
choose what they want to buy.

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2. Website Development Plan by Applying 7Cs framework

2.1 Context

A neat and visually powerful context helps improve readability for visitors. First of all, in order
to get customers' first glance, OXWHITE's website cover uses video images. Second, in order to
facilitate customers to search for target products, OXWHITE has added several menus to the
section segmentation. For example, the menu section is divided into subsections, and each
subsection, like attachments, is divided into smaller groups. Additionally, the OXWHITE link
structure works in sync with the navigation tools. For example, there is a "SHOP NOW" link on
the video on the home page that customers can click to enter our product store. Finally, the
OXWHITE website has a dark background colour, which will make the client feel that the
website is stylish and trendy. 

2.2 Content

Content is digital information published on a website to provide customers with quality

information. In the product portfolio, products on the company's website include clothing, shoes,
bags, face masks, and more with product descriptions, sizes, and colours. In addition, the
company also categorizes various products on the site, such as men's clothes, women's clothes,
men's pants, women's pants, etc. This makes it easier for customers to find. The company also
provides an add to cart button for customers to place their orders. In addition, the company offers
products with reduced prices to attract customers. Finally, the imagery of the company's products
uses mannequins to display the company's products. This will let customers know if the dress
will fit.

2.3 Customization

Customisation is a way of creating a unique website experience for visitors and tailoring it to
their needs and desires. Every consumer's needs are different, and companies constantly change
their strategies to meet the needs of all consumers (Optimizely, 2022). But it is not easy to satisfy
all consumers at once. In order to meet the needs of consumers, our website also provides
consumers with many different choices, so that consumers have more choice rights. When
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consumers log in to our website, they can choose which email or Facebook to log in to the
website. Each E-mail account is bound to one account only. After binding, consumers can have
their own account, through which they can conduct transactions with us. Once logged in,
consumers can see their account in the upper right corner, click in, and there are more systems
for customers to adjust. Such as accounts, orders, addresses, favourites, comments, subscriptions,
notifications, and Settings. These systems belong to the consumer's own privacy, other
consumers cannot see. These systems allow consumers to adjust and check, for example, all past
orders, change their address, and collect favourite products. In addition, consumers can also set
up their own notification system, consumers can choose which information they want to block,
or receive which information is notified. For example, notifications of new store events, reviews,
and communication with store owners.

2.4 Communication

Hence, our redeveloped website, Oxwhite, has utilized one-way communication, the mass
mailings in the broadcast ways, which provides the latest information to the customers that have
subscribed through our mailing list located on the homepage. Also, Oxwhite allows visitors to
submit their inquiries and feedback through the website's 'Contact Us' page. Furthermore, our
Oxwhite website implements site-to-user communication, the FAQs, which allow visitors to look
through the answers provided on the website's frequently asked questions if they are having
issues. Besides, Oxwhite's website utilizes interactive two-way communication, which provides
social media account links to the visitor, such as Facebook, YouTube, WhatsApp, and Instagram,
to facilitate visitors to have direct communication with the company. For customer service
communication, Oxwhite website also provides a live online chat, allowing visitors to receive
immediate responses to their inquiries. Oxwhite website provides an interactive user input
communication, the 'Forum' page, in which users are able to have discussion and give feedback
to the site.

2.5 Commerce

Commerce is referring the site's capabilities to conduct commercial transactions that allow
customers to shop and buy online. Our Oxwhite website did provide this ability. First, our
website provides registration for customers and will store information about users and user

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preferences. Our Oxwhite website also allows customers to have a one-click shopping
experience. For example, customers can just click on the 'Buy Now' button on the selected
product to direct head to the checkout page. Our website provides a shopping cart as well. Users
may add products to their own virtual shopping cart and purchase them immediately or on
another visit to the site. Moreover, our website guarantees that it is secure when customers shop
on our website and their information is safe as well. To ensure this, our website has a 'lock' icon
in the top left corner to indicate our site is secure. Also, when a customer makes a transaction, a
'Secure Checkout' will be shown on the Checkout page.

2.6 Community

The community that OXWHITE has a forum to connect with and allow people to network or
help each other. An Internet forum, often known as a message board, is a website where users
may have online discussions within form as posted messages. Unlike chat rooms,
communications are very often more over one text line and therefore are at least briefly stored.
Customers will be more satisfied throughout their buying experience as a result of the company's
forum, which will help enhance traffic to the site. Aside from that, consumers may write a
review or a list of website improvements in forum to guarantee that the staff sees it and can make
the necessary changes. 

2.7 Connection

To communicate with consumers, the company has used social media platforms such as
Facebook, YouTube, and Instagram. By using these social media platforms, businesses may
attract more consumers. For example, if a company has future items, buyers will be the first to
know by following them on social media. Due to the current popularity of social media, these
connections will also attract additional clients to the firm. Aside from that, OXWHITE's use of
YouTube, Facebook, and Instagram for marketing purposes, such as holding freebies, a lucky
draw, or a promotion on the platform to drive more people to the website. By this connection,
customers can more easily share their opinion or information to their friends or family.  

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3. Storyboard for Oxwhite Redevelopment

Redeveloped Oxwhite Website: https://tomng0811.wixsite.com/oxwhite

Sign Up Page

Login Page

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Home Page

Shop Page

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 Product Page- Men Shirts

Product Page- Men Pants

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 Product Page- Men Bags

Product Page- Women Shirts

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Product Page- Women Pants

Product Page- Women Bags

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Product Page- Women Shoes

Product Page- Face Mask

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Oxwhite Story Page

FAQ Page

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 Return Policy Page

Terms & Conditions Page

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Search Results Page

Forum Page 1

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 Forum Page 2

Product Quick View Page

Selected Product Page 14

 User Profile Page

User Profile Page- My Orders

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User Profile Page- My Address

User Profile Page- My Wishlist

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User Profile Page- Forum Comments

User Profile Page- Forum Posts

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User Profile Page- My Subscriptions

User Profile Page- My Account

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User Profile Page- Notification

User Profile Page- Settings

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Online Chat Dialogue Box

User Checkout Page

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Part B. Individual Components

1. Political

2. Economic

3. Social

4. Technology

Technology is essential for gaining competitive advantages as well as is a fundamental driver

behind globalization. Also, digital technology has grown increasingly significant in all economic
areas as technology has progressed. (Jain & Yadav, 2017). Hence, Oxwhite is an apparel
company that operates the business both online and physically. Oxwhite can choose to operate
the business through the Internet to gain competitive advantages. As through the Internet, it
allows Oxwhite to increase the user-generated content on the company's website as well as the
online community. Besides, Oxwhite website is web 2.0 since it includes text, images, blog, and
accessibility. Furthermore, Oxwhite can take the advantage given by the technology, which is the
online communication with customers through social media. Oxwhite can utilize the social
media platforms such as Instagram, Facebook, and YouTube, which these social media platforms
are increasingly used by customers nowadays and their popularity is just without a doubt. These
social media platforms involve digital technologies such as allowing users to communicate with
each other through videos, text, images, and social group. Thus, Oxwhite can utilize these digital
technologies to encourage customers to share their positive experience and good impression if
they were satisfied with Oxwhite products on their personal social media account and mention
Oxwhite’ s official account. By this, Oxwhite will be able to repurpose the posts by the
customers for marketing purposes, which will definitely increase the company brand awareness.
Moreover, Oxwhite will gain advantages from social media marketing such as enhancing the
company performance.

On the other hand, with the technological trend in e-commerce and social media, Oxwhite can
built a large loyal online community, allowing the company to receive immediate feedback from

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customers. Oxwhite able to attracts customers through the use of online platforms and provides
better services to customers by receiving customer feedback immediately. For instance, Oxwhite
uses online technology to provide quality service through interacting with customers, which the
customers will suggest a new product that will satisfy their needs. During the process of product
customization, a range of ideas and proposals will be generated, resulting in new products for
Oxwhite. Therefore, Oxwhite will definitely gain advantages from technology in which it was
able to online interact with customers to satisfy their needs and the company itself will be able to
develop new and innovative products.

In addition, Oxwhite can utilize online technology to design different versions for the website,
which are the Desktop version and the mobile version. By this, customers will be able to visit the
Oxwhite website through the device they are using anytime and anywhere. For the desktop
version, customers can use Google Chrome or Microsoft Edge to search for Oxwhite company.
When customers look through the company website, they will learn about all of the company's
products as well as some promotional activities. Oxwhite’ s website will be an important factor
to let customers better known about the company. Thus, Oxwhite can create a software
application for the customers that are using mobile devices, which allows customers to download
the application and better understand about the company's products. To ensure every potential
customer can go through the Oxwhite company website on different devices, and place orders of
the products everywhere and every time.

Besides that, Oxwhite provides delivery that direct to the customer's hands. Therefore, the
customers will only need to place an order online on Oxwhite’ s website and patiently wait for
the delivery to their house. As a result, when making a payment, customers are required to fill in
their delivery address, which then Oxwhite can measures the customers' location using a
combination of digital technologies and systems. These data then be provided to the digital
application, Google Maps or Waze for example, to deliver the products to the customers'
location. To ensure to be successful in the future, digital commerce will be essential for the
business (Yeniyurt, Wu, Kim, & Cavusgil, 2019).

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5. Legal

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References

Jain, E., & Yadav, A. (2017). Marketing and Technology: Role of Technology in Modern
Marketing. IOSR Journal of Business and Management (IOSR-JBM), 49-53.
doi:10.9790/487X-1905064953
Optimizely. (2022). Website personalization. Retrieved from Optimizely:
https://www.optimizely.com/optimization-glossary/website-personalization/
#:~:text=Website%20Personalization%20is%20the%20process
Oxwhite. (2022). Owhite Story. Retrieved from Oxwhite: https://oxwhite.com/pages/oxwhite-
stories-2022

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Group Task Report

Group Members:

1) Wong Weng Hong TP064469

2) Ng Yik Hong TP064460
3) Lim Jun Wei TP064895
4) Lim Hong Tat TP059629

No. Task / Description / Responsibility Name & Signature

1.  Communication Wong Weng Hong
 Commerce
 Designing website
2.  Introduction Lim Hong Tat
 Reason why chooses to redevelop website
 Customization
3.  Context Ng Yik Hong
 Content
 Designing website
4.  Community Lim Jun Wei
 Connection
 Designing website

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