Digital Transcription Birmingham Organization Background and Structure - Essay Example

The organization has considered using a website to improve its visibility in the marketplace but is concerned that there is a great deal of competition on the web. The organization also is resource limited and feels unable to justify making any member of responsible for a website, or paying for a third party to build and maintain the website.DTB has decided to request a feasibility study to determine whether moving all or part of its marketing to the web would be beneficial. It is also interested in how else it could overcome some of its problems by using the web.

For instance, if the organization was able to recruit home workers on an as-required basis, this might allow it to take more work in and expand its operation over time.The organization’s current website can be found at http://www.digital-trans-bham.co.uk/. The website has been operative for 2 months but to date has not generated any enquiries. It consists of 3 pages. The home page poorly describes the services on offer, the contact page provides an HTML form for enquirers to obtain more information, and the confidentiality page covers the organization’s security and payment policy.

Many have argued that the Internet renders strategy obsolete. In reality, the opposite is true…it is more important than ever for companies to distinguish themselves through strategy. The winners will be those that view the internet as a complement to, not a cannibal of, traditional ways of competing.Porter has described the manner in which the internet influences the five forces of competitiveness (see below). The majority of impacts are negative on the long-term profitability of an organization.

As Porter explains:The great paradox of the Internet is that its very benefits – making information widely available; reducing the difficulty of purchasing, marketing, and distribution; allowing buyers and sellers to find and transact business with one another more easily – also make it more difficult for companies to capture those benefits as profits.