1 Chapter 5 E-business Strategy E-marketing
Jan 01, 2016
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Chapter 5
E-business StrategyE-marketing
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Different forms of organizational strategy
Different forms of organizational strategy
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Relationship between e-business strategy and other strategies
Relationship between e-business strategy and other strategies
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A generic strategy process model
A generic strategy process model
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Dynamic e-business strategy model
Dynamic e-business strategy model
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Elements of strategic situation analysis for the e-business
Elements of strategic situation analysis for the e-business
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What happens where there is no e-business strategy?
Missed opportunities for additional sales on the sell-side and more efficient purchasing on the buy-side
Fall behind competitors in delivering online services – may become difficult to catch up, e.g. Tesco, Dell
Poor customer experience from poorly integrated channels
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Adoption steps of e-business services
Adoption steps of e-business services
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SWOT analysis for the B2B company (Strength, Weakness, Opportunity, Threat)
SWOT analysis for The B2B Company
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Elements of strategic objective setting for the e-business
Elements of strategic objective setting for the e-business
SMART
-Specific
-Measurable
-Achievable
-Realistic
-Time
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Elements of strategy definition for the e-business
Elements of strategy definition for the e-business
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Assessment of risk for market and product development for the B2B company
Assessment of risk for market and product development for The B2B Company
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Elements of strategy implementation for the e-business
Elements of strategy implementation for the e-business
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E-marketingThe definition of marketing is:
‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability’
Which e-marketing tools can assist?Web, e-mail, databases, wireless and digital television
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Distinguishing e-marketing and e-business
(a) Electronic business has some degree of overlap with electronic marketing. From the discussion of the marketing concept above we can reject this since both e-marketing and e-marketing are broad topics.
(b) Electronic business is broadly equivalent to electronic marketing. This is perhaps more realistic, and indeed some marketers would consider e-business and e-marketing to be synonymous.
(c) Electronic marketing is a subset of electronic business. It can be argued that this is most realistic since e-marketing is essentially customer-oriented and it has less emphasis on supply chain and procurement activities in comparison with e-business.
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The e-marketing plan in the context of other plans
The e-marketing plan in the context of other plans
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SOSTAC – a generic framework for e-marketing planning
SOSTAC™ – a generic framework for e-marketing planning
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Inputs to the e-marketing plan from situation analysis
Inputs to the e-marketing plan from situation analysis
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Demand analysisWhat percentage of customer businesses have access
to the Internet?What percentage of members of the buying decision in
these businesses have access to the Internet?What percentage of customers are prepared to
purchase your particular product online?What percentage of customers with access to the
Internet are not prepared to purchase online, but are influenced by web-based information to buy products offline?
What are the barriers to adoption amongst customers and how can we encourage adoption?
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Stages in target marketing strategy development
Stages in target marketing strategy development
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Online value proposition
A clear differentiation of the proposition from competitors’ based on product features or service quality.
Target market segment (s) that the proposition will appeal to.
How the proposition will be communicated to site visitors and in all marketing communications. Developing a tag line can help this.
How the proposition is delivered across different parts of the buying process
How the proposition will be delivered and supported by resources – is the proposition genuine? Will resources be internal or external?
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Summary of communication models for (a) traditional media (b) new media
Summary of communication models for (a) traditional media, (b) new media
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Summary of degree of individualization
Summary of degree of individualization for (a) traditional media (same message), (b) new media (unique messages and more information exchange between
customers)
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Channels requiring integration as part of integrated e-marketing strategy
Channels requiring integration as part of integrated e-marketing strategy
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Channel integration required for e-marketing and mixed-mode buying
Channel integration required for e-marketing and mixed-mode buying
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The elements of the marketing mix
The elements of the marketing mix
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Issues with varying the mix online
Do we vary the mix online or replicate offline? Is the offer clear – brand proposition, online offer Is online differentiation defined? Is online differentiation communicated? Key online mix variables
Product Price Place Promotion Service: People, Process, Physical evidence
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Online mix options Product
Extend range (Tesco)Narrow range (WH Smith iDTV)Online-only products (banks)Develop new brand (Egg)Migrate existing brand (HSBC)Partner with online brand (Waterstones and
Amazon)
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Online mix optionsPrice
Differential pricing: Reduce online prices due to price transparency and
competition (easyJet) Maintain price to avoid cannibalisation of offline
sales (Dixon)New pricing options (software, music):
Rental Pay per use Reverse auctions (B2B) Dynamic pricing (concert tickets)
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Online mix optionsPlace = avoiding channel conflicts
Disintermediation – sell direct Reintermediation – partner with new
intermediariesCountermediation:
Form new intermediaries Partner with existing intermediaries Distance from intermediaries
(Abbey National)
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Online mix options
PromotionSelective use of new online tools for different
stages of the buying process and customer lifecycle
Online only campaigns Integrated campaigns – incorporating online
tools into communications mix
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Online mix optionsService
People Automate – use web self-service,
offer customer choiceProcess
Change process for service – contact strategiesPhysical evidence
Site design – differentiate or support brand Fulfilment quality