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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
Design elements from
the lecture notes/lecture
that contributed to a
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
shopping, customer service, and corporate
information to 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. 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
Design elements from
the lecture notes/lecture
that contributed to a
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
shopping, customer service, and corporate
information to customers.
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
Rating Explanation of Rating
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
Rating Explanation of Rating
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
Rating Explanation of Rating
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