At Franke-Sissons Ltd, the company has fully integrated internet technologies as a business strategy by adding the latest ICT architecture to develop a full-fledged website that has an online E-commerce facility enabling online transactions and marketing facilities. The Franke-Sissons Ltd website has also started an online order tracking system that enables clients keep abreast of the movement of their purchases (Franke Sissons, 2009).
Franke Sissons Ltd is a UK based European stainless steel sanitary and catering equipment manufacturer. It was started in Sheffield, UK in 1784 as the W & G Sissons Ltd dealing exclusively in sanitary equipment [see Appendix Figure:7]; it merged with Swiss Franke WSS family group in 2002 to becoming Franke Sissons Ltd (2007) adding catering ware to its catalogue [see Appendix Figure:8]. The company employs over 100 staff with most of them engaged within the production division the firm specialising in complimentary sanitary and catering products that are retailed internationally (Franke Sissons, 2009).
The term E-commerce has been simply defined as ‘doing business electronically’ (Timmers, 1998). Andam (2005) however defines electronic commerce as ‘The transformation of an organization’s processes to deliver additional customer value through the application of technologies, philosophies and computing paradigm of the new economy’ (Pg. 7).
Andam (2005, Pg.5) argues that electronic commerce has levelled the playing field in marketing for goods and services whereby with skilful careful approach, small and medium scale enterprises are able to compete efficiently with the larger more established enterprises. According to a Forrester Research estimate, global e-commerce trade for 2008 stood at $204 billion with a projected growth of up to $335 billion by 2012 [see Appendix Figure: 6]. Within