Proposal Writing for BCG
Redesigning and updating e-commerce websites is the most suitable method of ensuring that the customers have access to the necessary information on the products and services provided by the organization. This also ensures that the website is easy to access by the existing and potential customers in various market segments, thus ensuring that they are constantly up to date on the existing and emerging services. This is a similar strategy that City Security Insurance Company (CSIC) has to adopt as the corporation aims at increasing their services in addition to expanding the company operations to the international market. As such, CSIC needs to redesign the corporation’s websites to include the new services and new locations in addition to making the site easily accessible to the new and existing customers.
CSIC is an insurance company has already established a reputable image and market share in the local market. However, the need to expand the operations in the international market as well as cope with the increase in competition in the insurance industry has prompted City Security Insurance Company to redesign their website with the aim of increasing the existing services to include new services as well as increase the current market coverage to expand their operations to the international market. The company needs to redesign the website to include the new features as well as make the website easy to use. The suitable solution to this problem will include editing the existing navigation bar to add the services icon as sell as incorporate the new locations while adding the feature of changing language in accordance to the country. The redesigning process aims at increasing competitiveness of CSIC by attracting existing and new clients both at the local and international market to buy new insurance services in accordance to the liabilities covered by each package.
Proposed solution
CSIC needs a website that will provide detailed information on the current services provided to different customers in the existing and new locations. Since the corporation already has an existing website, the most recommended solution will be to redesign the website by updating the existing features and incorporating the new features which includes adding the ‘services’ and ‘locations’ menu on the web page.
Incorporating new services
CSIC intends to expand their services to add five new insurance services namely employment related practices liability, medical professional liability, insurance coverage for e-commerce, management protection, and international insurance. In order to reduce the number of contents on the webpage, BCG recommends a new icon on the navigation bar where all the new and existing services will be listed with each having a brief description of the feature. As a result, the user will be able to access all the available services by clicking the ‘services’ icon and navigate through the services and click on the feature they may be interested in.
Adding new locations
The strategy of City Security Insurance to expand their operations to the international market whereby the company’s services will be made available in Mexico City, Dubai, Tokyo, Montreal, and London. As a way of creating awareness on the presence of CSIC the market segments will be incorporated in the website by creating ‘locations’ icons either on the navigation bar where the description of the location including the physical location of the office, telephone numbers and e-mail addresses for the office in each city as well as the list of services available in each country can be accessed by clicking the name of the city the customer is interested in. In order to make the page easy to read and understand by the customers in various countries, a new feature that makes it possible for the customer to change language will be included at the bottom of the page whereby the customers can change the language of the web contents to the language they can understand.
Benefits
Creating a home page with few features has several benefits both to the company and the customers. A web page with few features makes it easy for the users to easily locate and navigate through different contents. Customers are interested in browsing through neat and easy to use websites and one of the way of ensuring neatness is by arranging contents into groups with similar characteristics. Thus, listing all the services in one icon will reduce the bulkiness of the total contents on the home page, thus making it appear neat and appealing to the customers. The services feature also reduces confusion whereby the customer will not have to go through all the content to access specific insurance cover they wish to purchase. This will also create space for other features in case new contents needs to be added and in cases where new features such as promotional graphics need to be included on the page.
Conclusion
Having an attractive website is one of the suitable method of creating competitiveness in the e-commerce business as it creates a portal where customers can easily access and buy services at ease. Redesigning the website to include the new icons with different services and locations’ features will make it easy for CSIC to reach the target customers in new locations, thus, expanding the current market with ease.
References
Campbell, J. (2014). Web Design: Introductory. NJ: Cengage Learning.
Miner, J. T. and Miner, L. (2003). Proposal Planning & Writing. 3rd ed. Connecticut. Greenwood Publishing Group.
