MIS 500 ASS 2 PART A1

Table of Contents 1.Introduction ....................................................................................................................... 1 2. Background to the Issue ................................................................................................. 2 3. Digital Strategy of Chanel ................................................................................................. 3 4. Literature Review ............................................................................................................. 6 4.1. Issues at Chenel related to the Marketing and Sales Data Analysis 4.2. Using Business Intelligence (BI) Systems to meet Chanel’s need 5. Recommendations 6. Conclusion 7. References 8. Appendices 8.1 Scrum Meeting Board 8.2. Team Contract 3

towards the steps of powerhouse and therefore, Chanel endures to customize the standard for luxury and revolutionized the very fabric of the fashion world (Rosa, 2014). 2. Background to developing Digital Strategy to improve Chanel’s online Marketing and Sales The development of information technology has gradually made its way into the luxury industry with the surge of digitalization. As a result of evolving consumer needs and expectations, brands generally, like Dior and Gucci are investing hugely to reinforce their digital presence by implementing some digital innovation that affords them to further engage with customers in a timely, relevant, and personalized manner ( Liu, Y., 2023). The brick-and-mortar retail came with a big blow during the global pandemic. If there is one big lesson to learn, it will be that physical retail is to a significant extent, disposable. Companies like Amazon and Lululemon, withstood the restriction on physical retail as a significant part of their total revenue was as a result of their online sales more than brands that had little or no e-commerce presence. However, what does the future holds for a leading brand like Chanel, who still prioritize traditional magazines, and other paper media despite plans to invest on digital channels? Their reluctance to incorporate online sales still makes a wonder (Liu, Y., 2023). Figure 2.1: Flowchart Chart showing Chanel’s Revenue Decline in 2020 Online marketing has incorporated new functions such as exchange of Information, online purchasing and advertising, electronic money, and corporate public relations to the 6

Data Security and Privacy: Providing secure data security and GDPR will enhance customer’s trust in the company’s digital stores and platforms. In view of the technological disruption occasioned by this digital era, Chanel’s survival rests on its ability to digitize its marketing and sales functions. STRENGTH WEAKNESS OPPORTUNTIES THREATS  Brand image and reputable brand name.  International status is available to many countries.  It’s directly operated.  Pricing factor.  Long term debt.  Long diverse in segmentation.  New ventures that differentiates from rest.  Untouched /undiscovered segment market regarding the product which can result in superior grouping  Competition  Duplicate imitation.  Fast-facing clothe lifestyle. This analysis is one of the important parts of every fashion industry to conduct. One such example is CHANEL as it can be seen above based on the situation analysis under the internal and external environment .Hence, these methods finds out strength, weakness, opportunities and threats and it draws a conclusion for betterment of the industry. 3.1. MARKETING ANALYSIS FOR CHANEL Figure 3.2: Displaying of marketing strategy for each level of products 9

management is crucial for upscale businesses like Chanel. Data analysis is required to ensure timely product availability, optimise inventory levels, and reduce costs without sacrificing luxury (Brun et al., 2017). Chanel's brand positioning as a premium product is greatly influenced by its price approach. Chanel can evaluate pricing strategy, identify market trends, and ascertain how price adjustments impact sales and profitability. Chanel caters to a diverse range of clientele through market segmentation and customisation. Data analysis is necessary for effective market segmentation and customised marketing and sales campaigns for different client categories (Anshari et al., 2019). Personalisation is a powerful strategy for luxury businesses, and data is crucial. Competitive Analysis : In the competitive luxury fashion industry, knowing your competitors is essential. To identify market gaps, evaluate the benefits and drawbacks of competing brands, and establish its strategic posture, Chanel has to do data research (Czepiel, 2020). Examining digital presence and e-commerce: Careful data analysis is required due to the growing importance of digital channels. Chanel has to monitor the performance of its digital channels, understand the importance of digital marketing, and improve the online shopping experience. 4.1 Market Segmentation and Customization Information systems are vital to today's marketing and sales endeavours. They enable firms to collect, manage, and assess data efficiently. According to Teshabayev et al. (2021), IS's primary responsibilities in modern marketing and sales are: Data Collection: Point-of-sale systems, CRM software, Internet interactions, and other sources of data may all be more easily gathered with the use of information systems (IS). These data form the basis of the analysis. 12

5. RECOMMENED SOLUTIONS Digital strategy and information system for luxury brand like CHANEL plays one of the vital and important roles in supporting its business objective. This report discovers and covers the great potential of CHANEL’s heritage and pursuit of women. Here are the key elements of proposed digital strategy and information system used to assist in business is: Figure 5.0 Here are the key elements of proposed digital strategy and information system used to assist in business are:- Social media presence focuses more on the ways of utilizing social media platform and this will be a good source and platform to increase in global expansion by helping CHANEL to connect with more potential customers and also build brand awareness along with showcasing the particular products. Another way it can also assist is through the social listening tools which basically monitors conversation regarding the brand and thus it mostly provides the valuable feedback for improvements. Second key element is Data Analytics which all talks about implementing vigorous analytics tools to allow CHANEL to gather insight and awareness from customer behavior and sales data. Another example of data analytics incorporating CHANEL Brand is data driven guidelines and decisions (Vijayan Sugumaran et al., 2021). This basically focuses on improving marketing strategies, inventory management and also product development. 15 Social media presence Data Analytics Innovation and Adaption Block Chain E-commerce Digital strategy / Information system method

References: Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics , 15 (2), 94-101. Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything! Journal of Brand Management , 16 (5-6), 338–346. https://doi.org/10.1057/bm.2008.48 Brun, A., Castelli, C., & Karaosman, H. (2017). A focused supply chain strategy for luxury fashion management. Journal of Fashion Marketing and Management: An International Journal , 21 (4), 544-563. Chaffey, D. (2011). Internet marketing: strategy, implementation and practice. Prentice Hall Financial Times, [20]11 Czepiel, J. A. (2020). Competitor analysis. In The Routledge Companion to Strategic Marketing (pp. 125-140). Routledge. De Keyser, A., Schepers, J., & Konuş, U. (2015). Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension. International Journal of Research in Marketing , 32 (4), 453–456. https://doi.org/10.1016/j.ijresmar.2015.09.005 . Dodson, I. (2016). The art of digital marketing: The definitive guide to creating strategic, targeted, and measurable online campaigns . John Wiley & Sons, Incorporated. Domo Inc. (2023). What is cloud BI? | Domo . Www.domo.com. https://www.domo.com/glossary/what-is-cloud-bi Expert Market Research (EMR). Global Digital Marketing Market. 2022. Retrieve from: https://www.expertmarketresearch.com/reports/digital-marketing-market (Accessed 0 5 Nov, 2023) 18

Yellow Fin. (2023). BI Data Visualization Platform . Yellowfin BI. https://www.yellowfinbi.com/suite/data-visualization 21

Appendices: Scrum Board – Assessment 2 – First Scrum Meeting for team Owner Backlog In progress Done 22 All Do a report on a new digital strategy for Chanel Finalise Team Contract David Suggestions on how the presentation should go. Review and correction of materials Focus on the introduction that captures history, dates, data and also introduces the report Conduct research on the possible digital strategy for Chanel focusing on AI & VR Create a WhatsApp group chat for all and compilation of work Avinesh Prepare slides for presentation Based on the reports and digital strategies for Chanel, draw up recommendations and conclusion Freda Correction and review of work done at intervals Tobi Research on Literature review with reference to the suggested focus areas Jeremiah Always prompting the group for progress update till final submission Research on the business problem of chanel Set up scrum meetings

TORRENS UNIVERSITY MIS500 GROUP ASSIGNMENT-TEAM CONTRACT David Okore Jeremiah Uzochukwu Ukandu Oluwatobi Micheal Ajiboye Egbuna Freda Nkechi Avinesh Sharma 23

Introduction This group project is more than just a team work as it will help us establish the foundational principles upon which our interactions, communication, decision-making, and collaborative problem-solving efforts is designed. Indeed, inherent in this project are a lot of complexities that we will surely come across, but suffice it to say that we are confident, enthusiastic and ready to sail on this journey of self-development. The purpose of this team contract is to ensure that all team members are clear on what is expected of them for this assignment and to support the effective and successful working of the group to produce a high-quality report at the end of their group project. A hybrid waterfall/agile method will be used to manage the group project. 1. The group assignment is a substantial project and cannot be completed without all students in the group collaborating and working as a team. 2. It is expected that all students share ideas, points of view and do a fair and equitable allocation of the work required to complete the group project and report. 3. For the assignment to have a consistent strategy and have coherent continuity the team will need to work together over the course of the project to ensure that they produce a high-quality and well aligned report. Working independently and in silos and ‘stitching’ badly connected ideas together at the end does not achieve the same quality outcome. 4. The team contract must be completed, signed, and dated and the group must submit the completed group contract at the end of week 3 at the start of the group project. 5. The team contract must also be attached to your group report as an appendix with any updates you may have made to the contract over the duration of your project. Team member’s contact details The team will need to be able to contact each other throughout the course of this project. For this, you may wish to set up a WhatsApp chat group, a WeChat group or any other channels. This section needs to be completed immediately, in class, so that you have a means to contact each other. Name Phone contact Email/WeChat/Facebook/WhatsApp David Okore 0402551164 WhatsApp 24

Jeremiah Uzochukwu Ukandu 0452282382 WhatsApp Oluwatobi Micheal Ajiboye 0401098079 WhatsApp Egbuna Freda Nkechi 0411813458 WhatsApp Avinesh Sharma 0450470037 WhatsApp Ground-rules for meetings and communication The team will need to agree appropriate ways of contacting each other, turnaround times on communications and times when they may not be available need to be advised to the team. Mutual respect is key to building a good team spirit and this may influence your ground rules e.g. No calls after 10pm. Ground rules: 1. You should always have something to say: As a group work, everybody’s opinion is always welcome. As the saying goes, two good heads are better than one. 2. There is no wrong idea: Every criticism should be constructively done. 3. Meetings are mandatory: Regardless of everyone’s busy schedules, meetings are compulsory. 4. For any unavoidable absence, prior communication should be given for a possible rescheduling 5. There is no actual timing as to when we can hold our meeting as longs as it is unanimously agreed. However, meetings will be held at least twice every week. Team goals It is also vital for the team to know what each team member wants to achieve from the project. One of the most common causes of conflict is when everybody assumes that they all want to same outcome on a project. Understandably, no one would ever say that they do not want a High Distinction. However not everybody has the same access to resources such as time and transport, and not everybody can make the same commitment to a project owing to different pressures in their schedule and there may be a need to set realistically achievable goals. It is good to understand each team member’s different expectations and then to draft team goals through consensus. What does your team want to achieve, in order of priority? (To be completed by team) 25

1. Understanding of the assessment for quality research: It behoves on each and every one of us as a group to understand what the assessment is all about. Through our first scrum meeting, and discussion on whatsApp, there should be a clear understanding of what is expected of us. 2. Assigning individual roles: The assignment is all encompassing and there needs to be shared amongst team members for better and more qualitative work. However, in doing this, we will assign sub topics based on the structure and template shared, then bring out salient points or focus areas to make up each sub topics. 3. Gathering requirement and analysis: This is where we base our research on the focus areas previously talked about. Gathering and analysing of materials is very important to ensure synchronization from introduction to recommendation. 4. Review of assigned roles, brainstorming of ideas, and making necessary corrections: We analyse the progress made so far especially the introduction and business problem. Making necessary corrections where need be. Each team member is expected to critically examine and make informed suggestions in this area. 5. Implementation and collation of materials: At the end, a team member will be assigned to collate materials and arrange chronologically as advised in class for onward submission. Team Project Plan 1. Planning is the key to success. Your group will have many competing priorities and assignments from other courses - to manage this you need to plan. 2. Plans sometimes need to change, but having a plan allows you to know what you need to change and what provisions you will need to make. 3. The below is an example for you to use and/or build out further. Other Actions you may consider are project outline, findings, first draft, proofreading, presentations, collating and final editing etc. 26

a. A project plan is a living document designed to manage the whole team’s activity b. You will have several actions you will need to complete – if you map them where you believe they need to happen in the project timeline in grey you know they are in your schedule. c. Once a task is complete, ‘black’ the task out as 100% complete d. If a task should have been completed in a week but hasn’t been – mark is amber/orange and re-estimate when it will be completed – grey. See example in ‘Set up chat group. e. If a task is under way as expected – it remains green f. Red is used for a task that has fallen more than two weeks behind and requires immediate attention Action Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Due Task owner Complete team contract 100 % Jeremiah Submit team contract 50% 100 % Jeremiah David Oluwatobi Freda Avinesh Set up chat group 50% 100 % David Set up group folder for research and report draft 100 % Jeremiah Research assignment topic 50% 100 % Jeremiah David Oluwatobi Freda Avinesh Map out structure of the report 100 % Freda Jeremiah 27

Write up first draft 100 % Jeremiah David Oluwatobi Freda Avinesh Create Presentation Slide 50% 100 % Avinesh Compilation of all work done 50% 100 % David Agreed time commitment per team member to project (hours per week): 5hrs/weekly What will your role be? Name Role Jeremiah Ukandu Scrum Master, research analyst with a major on Chanel business problems Avinesh Sharma Research analyst, in charge of the introduction of Chanel, and compilation of presentation slides Oluwatobi Ajiboye Research analyst, will be focusing on the literature review about Chanel David Okore Will address the digital strategies of Chanel, research analyst Egbuna Freda Research analyst with focus on recommendations and conclusion Project Status Reporting To ensure that your project remains on track, the team will need to do a weekly project status update in class of activities completed from the week before and what activity is ‘in train’ for the week coming. Scrum Boards will be used as a ‘lite’ form of project status reporting in class each week: Owner Backlog In progress Done Avinesh Source materials with credible references for Introduction. Prepare the slides for presentation Review of introduction to ensure it captures all requirements Introduction to chanel completed. Presentation slide 28

Jeremia h set up scrum meeting, complete teams contract, and research on Chanel business problem Team contract completed. Business problem done. Tobi Focus on Chanel business problem to build your literature review Review of the literature to correct and add more points where necessary Literature review completed David Digital strategies for Chanel should embody AI and VR as discussed in our meeting, dishing out various ways to achieve it with credible references Review of digital strategies for Chanel to ensure it aligns with our project objective Digital strategies reviews done and work approved by all Freda Recommendations need not be generic but original based on our research. Conclusion should be appealing and convincing Recommendations and conclusion done. Meeting schedule (in addition to meetings in class) Weeks When (date/time) Where Preparation required 3 08/10/2023 WhatsApp Creation of a group after days after having class 4 15/10/2023 WhatsApp Forma introduction, with the goal and objectives of the group established. 5 31/10/2023 & 01/11/2023 Trello and WhatsApp audio call Assign roles, discuss on the roles bringing out salient points, sharing of materials and review of progress done for introduction and Business problem 6 & 7 04/11/2023 & 05/11/2023 Trellow and WhatsApp audio call Submission of work for literature review and digital strategies. Compilation of work and discussion on the presentation and slide creation 8 09/11/2023 WhatsApp Editing and compilation of all work done for onward submission 29

Decision making process Jeremiah – Scrum master Decision making was achieved by majority. Weekly Meeting scheduled by Jeremiah Weekly prompt on group chat and personal calls for assigned roles to be worked on, also we hold small group discussion after every information system class at 5:45pm – 6:30pm Links: https://trello.com/c/Ehjj7KyD https://trello.com/b/Olbtk5r6/mis500-day-2-3 https://trello.com/b/lEWAEDm1/mis500-assessment-2-day-4-5 30

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Team expectations Team members are expected to be committed to this project as there is power in teamwork and collaboration. When meetings are scheduled, please endeavour to attend as a lot of concerns are raised, issues resolved, progress reviewed and other information passed across. Meeting project deadlines are very crucial as each member is responsible for completing their task on time. This will invariable allow enough time for adequate reviews, corrections and proofreading before final submission. Always endeavour to proffer solutions where you feel a work can be improved upon not allowing room for unnecessary reactions. Lecturer intervention Date Student name Signature Contribution % 18/10/2023 Avinesh Sharma Avi 100% 25/10/2023 David Okore David 100% 01/11/2023 Avinesh Sharma David Okore Jeremiah Ukandu Egbuna Freda Oluwatobi Ajiboye Avi David Jerry Freda Tobi 100% Weekly scrum report WEEKLY SCRUM Team member Question week 3 week 4 Week 5 week 6 week 7 David What did you do last week? Created a group chat Began research on possible digital Submission of work done so far, with reviews and Added and modified some aspect 32

strategies for Chanel corrections of the work What are doing this week? Still on the same report Gave ideas on how other members should work on research Is there anything blocking you? No No No No No Jeremia h What did you do last week? Created a team contract Made folder for research and scrum notes Researchin g my role to complete the assessment for completion of project Review on draft sent by others together with them What are doing this week? Assign roles and get feedback on structure of report Sprint call on assigned roles and work distribution Scheduled a whatsapp audio call for group discussions Modification s and feedback given by group members Is there anything blocking you? Sometimes, team members are not complete during group meetings Not always keeping to time and deadlines Freda What did you do last week? Working on role assigned and improvisin g the content Content reviewed by team members What are doing this week? Went through assessment brief and Making change in first draft after Diagram added after review Final output made by merging all final drafts of 33

information feedback discussion group members Is there anything blocking you? Availability of group members was a concern No No No Avinesh What did you do last week? Went through assessment brief Started the first draft on the introduction Contemplatin g on team assessment review on my work Finalising the report What are doing this week? Preparing my draft for our meeting Took down some points raised to incorporate into my introduction Preparing the presentation slide Is there anything blocking you? Too many reviews and adjustment s with limited time No No No Tobi What did you do last week? Rough draft of Literature review Brainstorm, taking corrections down to go and improve on my work Review of other team members work What are doing this week? Map out ideas and do resea Structure out my role in the research More work on the literature review Waiting on receiving final drafts of other members to continue final draft 34

Is there anything blocking you? Timing has always been a concern No No No No 35