1. E-Commerce ©David Whiteley/McGraw-Hill, 2000 1 Chapter 4: Business strategy

2. E-Commerce ©David Whiteley/McGraw-Hill, 2000 2 Corporate strategy ‘Corporate strategy is the pattern of major objectives, purpose or goals and essential policies or plans for achieving those goals, stated in such a way as to define what business the company is in or is to be in and the kind of company it is or is to be.’ Andrews (1971)

3. E-Commerce ©David Whiteley/McGraw-Hill, 2000 3 Strategy formulation  Four Stages of Strategy Formulation:  Consideration of environmental changes that bring about new opportunities and pose new threats.  Assessment of the internal strengths and weaknesses of the institution and in particular its ability to respond to those opportunities and threats.  A decision-making process influenced by the values, preferences and power of interested parties.  A strategy generating process concerned with generating options and evaluating them. Needle (1994)

4. E-Commerce ©David Whiteley/McGraw-Hill, 2000 4 Alternative strategies  Strategy formulation is both rational and intuitive – organisations faced with the same environmental circumstances and with similar business capabilities may well develop entirely opposite strategies.  Car assemblers may go for:  Volume production that competes on price, or  Higher margins in quality and niche markets.  Retailers may choose to:  Switch strategy to online selling.  Develop their agent network.  Enhance traditional retail outlets.  Whatever the selected strategy:  Strategy formation is an ongoing process.  The strategy needs to become part of the fabric of the organisation.

5. E-Commerce ©David Whiteley/McGraw-Hill, 2000 5 Strategic implications of IT  IT – initially used for administrative automation.  ICT (information and communications technology) used for:  Intra-organisational systems  Inter-organisational systems  Public access networks (Internet)  Mobile data communications  The use of ICTs can have strategic implications for small and large organisations.

6. E-Commerce ©David Whiteley/McGraw-Hill, 2000 6 e-Commerce strategy inputs  Traditionally an IT Strategy would be subservient to the Business Strategy.  For e-Commerce the IT Strategy becomes a central component (or the determinant factor) in Business Strategy.  Inputs to an e-Commerce Business Strategy are:  Technology  Business Environment  Business Capability  Existing Business Strategy

7. E-Commerce ©David Whiteley/McGraw-Hill, 2000 7 Technology e-Commerce technologies:  EDI:  Streamline supply logistics.  Facilitate decreases in trade cycle times.  Electronic Markets:  Redefine the operation of a market sector.  Internet e-Commerce:  New direct sales opportunities  Novel business to business and business to consumer applications

8. E-Commerce ©David Whiteley/McGraw-Hill, 2000 8 Technology The organisationSource of business value Improve it  product promotion  new direct sales channel  direct savings  time to market  customer service  brand image Transform it  technological and organisational learning  customer relations Redefine it  new product capabilities  new business models

9. E-Commerce ©David Whiteley/McGraw-Hill, 2000 9 Business environment  The Economy:  The State:  Sets the regulatory framework (For e-Commerce, with a global spread, the effect of state regulation can be ambiguous).  Technology (the topic of the previous section)  The Labour Market:  e-Commerce - need special skills.  e-Commerce can result in downsizing.  Culture:  e-Commerce varies across countries. All businesses operate within an external environment. Environmental factors that interact with business include:

10. E-Commerce ©David Whiteley/McGraw-Hill, 2000 10 Business capability  Gap analysis: ‘A knowledge of the resources and an organisation possesses, and what can be done with them, is a prerequisite for future plans and establishes whether a gap exists between what management would like to do and what they can do.’ (Needle, 1994)  e-Commerce needs new skills and, in all probability, alters the ways in which business is done.

11. E-Commerce ©David Whiteley/McGraw-Hill, 2000 11 Existing business strategy  Very possibly the organisation already has a business strategy and this can and should be part of the evaluation of the e-Commerce strategy.

12. E-Commerce ©David Whiteley/McGraw-Hill, 2000 12 Strategy formulation  The Strategy Formulation is based on the inputs:  Technology  Business Environment  Business Capability  Existing Business Strategy  Strategy Formulation then involves discussion and negotiation – stages can include:  Identifying Options  Evaluating Options  Selecting Strategy  The outputs are:  The New Business Strategy  An e-Commerce Strategy

13. E-Commerce ©David Whiteley/McGraw-Hill, 2000 13

14. E-Commerce ©David Whiteley/McGraw-Hill, 2000 14 e-Commerce implementation  Technical implementation:  Ease of Use  Functionality  Back Office Systems  Business Implementation:  Business Infrastructure  Marketing

15. E-Commerce ©David Whiteley/McGraw-Hill, 2000 15 e-Commerce evaluation  Evaluate:  Feedback from Users  Feedback from those who gave up?!  Loopback:  Improve it  Revise it  Update it

16. E-Commerce ©David Whiteley/McGraw-Hill, 2000 16 Chapter 4 – Exercise 1  Suggest three advantages and three disadvantages for an organisation in devising and implementing a corporate strategy.

17. E-Commerce ©David Whiteley/McGraw-Hill, 2000 17 Chapter 4 – Exercise 2 Using the corporate strategy formulation process outlined in Section 4.1:  List environmental changes that bring about new opportunities or pose new threats to the college or university at which you are studying;  Assess the strengths and weaknesses of the institution and its ability to respond to the environmental changes;  Suggest some strategic initiatives that your college or university might take to improve its position in the education market place. (If appropriate an alternative trade sector can be selected as the subject of the study. Possible organisations include the student union, the local bus company or any other organisation with which the student has familiarity).

18. E-Commerce ©David Whiteley/McGraw-Hill, 2000 18 Chapter 4 – Exercise 3  Moving onto e-Commerce, review Bloch’s ten points of business value and suggest how each might apply to the promotion of your college or university. (If appropriate an alternative trade sector can be selected as the subject of the study. Possible organisations include the student union, the local bus company or any other organisation with which the student has familiarity).

19. E-Commerce ©David Whiteley/McGraw-Hill, 2000 19 Chapter 4 – Exercise 4  Using the material from the proceeding exercises, suggest how the college or university might further promote itself using the Internet. (Note that the institution probably already has a web page and the requirement is for imaginative new initiatives over and above this provision.) (If appropriate an alternative trade sector can be selected as the subject of the study. Possible organisations include the student union, the local bus company or any other organisation with which the student has familiarity).