Ecommerce Operations. Critical Analysis of the Online Music Magazine "Resident Advisor"

Project Report from the year 2015 in the subject Business economics - Trade and Distribution, grade: 90, Kingston University London, course: Ecommerce, language: English, abstract: The present report aims to deliver recommendations for the future development of Resident Advisor, an international online music magazine and community platform. It provides two million readers a month with relevant content related to electronic music. Additionally, it offers a range of services on Business-to-Business and Business-to-Consumer level. The recommendations are based on qualitative as well as relevant secondary research. Five in-depth interviews had been conducted focusing on registered and active members of the Resident Advisor. The interview schedule intends to capture members' attitudes, needs, experiences and behaviours. Furthermore, Resident Advisor's competitors had been analysed to gain an understanding what the industry offers as standard services. Key findings showed, that members trust and value Resident Advisor as a high quality magazine for electronic underground music and therefore reading it regularly as source of information and stimulation. However, members complement their experience by reading other music magazines and using additional multimedia channels such as social media networks, music streaming or video services. Moreover, they demand for an improved usability and availability of Resident Advisor.