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Strategy e-Business. Strategy Planning Definition (Koetler & Keller, 2006): Managerial process of developing & maintaining a viable fit between the organization’s.

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Presentation on theme: "Strategy e-Business. Strategy Planning Definition (Koetler & Keller, 2006): Managerial process of developing & maintaining a viable fit between the organization’s."— Presentation transcript:

1 Strategy e-Business

2 Strategy Planning Definition (Koetler & Keller, 2006): Managerial process of developing & maintaining a viable fit between the organization’s objectives, skills, and resources and its changing market opportunities Part of the process is to identify the firm’s goals: – Growth – Competitive Position – Geographic Scope – Other Objectives

3 Environment – Strategy - Performance Business Environment – Legal, ethical, technological, competitive, market-related & other factors create opportunities & threats – Firms perform SWOT analyses to discover strengths & weaknesses Business Strategy – Firms select e-business model & formulate strategy & create marketing plan to accomplish its overall goals Performance Metric – To determine the success of the strategies & plans by measuring results

4 Strategy The means to achieve a goal How the firm will achieve its objectives, not what its goals are The firm sets its growth & objectives, then decides which strategies will be used to accomplish them. Tactics are detail plans to implement the strategies

5 Electronic Strategy E-Business Strategy – The deployment of enterprise resources to capitalize on technologies for reaching specified objectives that ultimately improve performance & create sustainable competitive advantage E-Marketing Strategy – Design of marketing strategy that capitalizes on the firm’s information technology capabilities to reach specified objectives

6 Business Model E-Business Model – Method by which the organization sustains itself in the long term using information technology, which includes its value proposition for partners & customers as well as its revenue streams Components of Business Model: Customer Value Connected activities Scope Implementation Price Capabilities Revenue sources Sustainability

7 E-Marketing contributes to E-Business Model (1) E-Marketing increases Benefits – Online mass customization – Personalization – 24/7 convenience – Self-service ordering & tracking – One-stop shopping – Learning from customers on social networking sites

8 E-Marketing contributes to E-Business Model (2) E-Marketing decrease Costs – Low cost distribution of communication messages – Low cost distribution channel for digital products – Lower cost for transaction processing – Lower cost for knowledge acquisition – Create efficiencies in supply chain – Decrease cost of customer service E-Marketing increases Revenues

9 E-Marketing contributes to E-Business Model (3) E-Marketing increases Revenues – Online transaction revenues – Add value to products/services and increase prices – Increase customer base by reaching new markets – Build customer relationship and increase current customer spending

10 E-Business Model Level of Commitment to e-Business Level of Business Impact Activity Efficiency – cost reduction Business Process Effectiveness – customer retention Enterprise Business Transformation Pure Play

11 E-Business Model Activity Level Cost reduction through e-business efficiencies – Online Purchasing – Order Processing – – Content publishing – Business intelligence – Online advertising & public relations – Online sales promotions – Pricing strategies

12 E-Business Model Business Process Level To increase firm’s effectiveness – Customer Relationship Management (CRM) – Knowledge Management (KM) – Supply Chain Management (SCM) – Community Building – Affiliate programs – Database Marketing – Enterprise Resource Planning (ERP) – Mass customization

13 E-Business Model Enterprise Level The firm automates many business processes in a unified system-demonstrating a significant commitment to e-business – E-Commerce, direct selling & content sponsorship – Portal – Social networking – Broker models – Agent models

14 E-Business Model Pure Play Business that began on the internet, even if they subsequently added a brick-and-mortar presence Example: – Amazon – Office Depot – E*TRADE

15 Performance Metrics Specific measures designed to evaluate the effectiveness and efficiency of an organization’s operations – Web Analytics – User engagement metrics


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