For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 1 E-Business Strategy

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 2 What Is Strategy? A strategy consists of a pattern of decisions that set the goals and objectives that lead to long-run competitive advantages for a firm. –Determine the competitive arena. –Undertake a SWOT analysis. –Determine distinctive competencies. –Develop a plan to reach the business goals.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 3 Definitions : A value chain is a way of envisioning the collection of activities that a business undertakes to design, produce, market, deliver, and support products or services. The Competitive Arena is the competitive environment in which a business competes. Distinctive Competencies are unique areas of advantage where a firm can differentiate itself from competitors.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 4 Steps for Strategy Development Determining the competitive arena. –Determine the competitive environment in which a business competes Helps set the mission Indicates the windows of opportunity to be pursued

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 5 Steps for Strategy Development Undertake a SWOT analysis. –Evaluate the Strengths, Weaknesses, Opportunities, and Threats facing a business.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 6 Steps for Strategy Development Determining distinctive competencies. –Analyze a business’s value chain to help identify internal strengths and weaknesses that can help determine how a business can compete.

For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 7 Steps for Strategy Development Develop a plan to reach the business goals. –Outline the strategic actions and tactics a business must undertake to move from where and how it currently competes to where and how it needs to compete given its distinctive competencies.