Developing a B2C Strategy

TAA Apparel
Student Price: 
$11.00 (€9.68)
Area of Study: 
North America
B2B vs. B2C, Brand Strategy, Feasibility, UVP, Competitive Advantage, Innovative-Growth, Managed-Growth
Distributed by the Global Jesuit Case Series
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Ronen Ben Joseph, VP of Operations at TAA Apparel, notes there are structural industry shifts and consolidations in apparel retail due to the internet. There is a value migration from large brick-and-mortar retailers to e-commerce enabled by the internet. Consolidation is intensifying because nearly all of e-commerce growth is accruing to Amazon, the dominant internet retailer with massive warehousing and fulfillment operations. This provides challenges for traditional fashion retailers, namely, TAA’s typical clients; but it could be a great opportunity for TAA to launch a new B2C business model to market directly to consumers utilizing the internet, disrupting the competitive advantages of incumbent fashion brand retailers.

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The current retail battle ground is the competition and adjustment between online shopping and in-store shopping. The struggle is being ready for fast changes and accepting of new strategies. Many of our traditional brick and mortar stores like K-Mart, Shopko and Sears are not willing to do structural changes or perhaps are just too late to the game. The most obvious change in the last several years is the impact of the internet and ecommerce (Joesph 2017). The question is, how do we build the brand for TAA Apparel both indirectly and directly that will reach the consumer with positive impact? A few answers are rebranding yourself based on your consumers wants, developing strong, daily promotions and benefits but most importantly having fun, positive team with knowledge of budget control.
Before you can transition to an eCommerce business, you should know what eCommerce selling entails. For starters, eCommerce encompasses any commercial transaction that involves the transfer of information across the internet. Therefore, eCommerce can take many different formats it includes a branded website, marketplaces like Amazon and eBay, selling on social media platforms, or anything else of the sort. There are many ways to sell to consumers over the internet, which allows businesses to sell to consumers anywhere, anytime. Some of the major benefits of eCommerce selling are up and ready fast paced, low cost, increase brand awareness, expand customer reach, provides more information, serves niche markets, and allows you to be where your customers are (Jillian Hufford 2017). You must give your brand a voice, start over, rebrand yourself, see if your target market has changed along with extending new services to your existing customers. Along with rebranding may come with repricing. Ecommerce speaks to a new demographic; this demographic wants low prices and convenience.
Not only are there changes that are the backbone to keep you above water you must think of other conveniences such as phone applications, weekly deals, easy returns for rapid results. People are not as patient as they used to be. Advertising future ideas, products and rapid results is essential. Advertising for a future product evokes a greater number of thoughts than advertising for a current product. Although people may believe that they prefer certainty over uncertainty, recent research suggests that when positively framed (as is the case for most advertising), uncertainty may yield more pleasure than certainty. Wilson et al. (2005) found that winners in a lucky draw experienced more positive and longer-lasting feelings when they were not immediately told which of two prizes they had won. They dubbed this the "pleasure paradox": When consumers do not fully understand positive events, they derive more pleasure from them. Subsequent studies have shown that people also derive greater pleasure from not being certain which of two prizes they have won than from being certain about winning both prizes (Kurtz, Wilson, and Gilbert 2007). When faced with uncertainty (rather than certainty) associated with a positive event, consumers appear to experience greater and longer-lasting positive feelings (Lee and Qiu 2009).
To create all these great new amenities for eCommerce you need to have a knowledgeable team that is willing to adapt to change quickly. Sometimes seasoned employees just aren’t an asset to your company after a certain point, it is healthy to bring in new minds. This must be evaluated before moving forward. From chapter 15 of our McGraw-Hill text it states, “Two sets of values can be used for evaluation purposes: A comparison of the current value of your firms’ operations with those in the past and a comparison of your operations with those of similar businesses and the industry.” Growth and change is good but not good enough without a great team to be your backbone.

Work Cited
"Chapter 15 ."" Small Business Management an Entrepreneur's Guidebook, by Mary Jane Byrd, McGraw-Hill Education, 2018.
Hufford, Jillian. “The Top Advantages of ECommerce: Why You Should Sell Online.” ECommerce Statistics 100 Stats and Trends about Online Shopping Comments, 5 Apr. 2017,
Rosengren, Sara, and Micael Dahlén. "Exploring Advertising Equity: How a Brand's Past Advertising May Affect Consumer Willingness to Approach Its Future Ads.” Journal of Joseph, Ronen. “Developing a B2C Strategy."" Global Jesuit Case Series, 1 Sept. 2017,
Joseph, Ronen. "Developing a B2C Strategy."" Global Jesuit Case Series, 1 Sept. 2017,