CedarTrade: Taking It to the Web

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CedarTrade Taking It to the Web

• Mike Baum
• Philip Inghelbrecht
• Taura Null
• March 30, 1999

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The Company CedarTrade

• Entrepreneurial broker of computer systems and
  peripherals.
• Business Model Intermediary among major
  distributors and VARs.

Retailer (CompUSA)
Manufacturer (Compaq)
Distributor (Ingram)
Customer (Citibank)
VAR (Andersen)
CEDARTRADE
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The Company CedarTrade
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Project Statement

• Evaluate different strategies to maximize value
  of CedarTrades ecommerce transaction model
  FindPC.com.

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Business Scenarios for Cedar Trade

• Scenario 1
• Internal Model
• via Intranet
• Customers communicate via phone/fax/email.
• Automate information entry and retrieval.
• Automate bid/offer matching
• No customer access to system or transaction
  information.

• Scenario 2 Closed model via Internet
• Customers communicate and enter product
  information via Website.
• CedarTrade matches potential bids and offers
  internally.
• No customer access to transaction information.

• Scenario 4
• Hybrid model via the Internet
• Customers enter product information and search
  via Website.
• CedarTrade withholds select information from
  automated search results.
• Partial access to transaction information.

• Scenario 3
• Open model via Internet
• Customers enter product information and search
  via Website.
• Automated system provides search results, or
  hits directly to customers via Website.
• Total customer access.

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Evaluation Criteria 1 Market Model
Market Model
Information Phase Electronic Product
Catalog
AgreementPhase Electronic Contracting
Settlement Phase Payments/ Logistics
Support Phase Customer Support
Business View
Business Model
Process View
Market Transactions and Business Scenarios
Service View
Evaluation How far do the transactions reach the
different phases of the market model?
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Evaluation Criteria 2 Business Model

• Target markets
• Customer profile
• Competition

• Product/ Service definition
• Production costs
• Implementation

Business Model
Products/ Services
Market/ Customer
Channels of Distribution

• Marketing
• Sales
• Distribution