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E-commerce COM380
E-commerce
Lecture 4
Strategy and Applications
E-commerce COM380
E-commerce Strategy
Objectives
By the end of the lecture students should: – Understand alternative strategic approaches for
e-business– Appreciate appropriate strategy process model– Understand the tools which generate e-business
strategies
E-commerce COM380
E-commerce Strategy
Strategy process model• Strategic evaluation
• Strategic objectives
• Strategy definition
• Strategy implementation
E-commerce COM380
E-commerce Strategy
E-business strategy• Corporate strategy
• Business unit strategy
• Operational strategies
• Functional strategies
E-commerce COM380
E-commerce Strategy
Strategy process model• Internal/external environment• Statement of vision and objectives• Strategy development• Strategy implementation• Monitor effectiveness
E-commerce COM380
E-commerce Strategy
Strategy process model• Initiation• Diagnosis• Breakout• Transition• Monitor effectiveness
E-commerce COM380
E-commerce Strategy
Strategy process model• Planning horizon
• Planning cycles
• Power base
• Core focus
E-commerce COM380
E-commerce Strategy
Strategy process modelTen step e-marketing plan
• Situation review
• SWOT analysis
• Summary of key issues
• Statement of future objectives
E-commerce COM380
E-commerce Strategy
Strategy process model• Strategy to achieve them • Marketing mix for delivering strategy • Action plan • Financial forecasts • Control systems• Contingency plans
E-commerce COM380
E-commerce Strategy
Strategy process model• What is your strategic vision?
• How do you govern dot-com operations?
• How do you allocate key resources?• What is your operating infrastructure?
• Is your management team aligned for the dot-com agenda?
E-commerce COM380
E-commerce Strategy
Strategy process model• Technology• Service• Market• Brand
E-commerce COM380
E-commerce Strategy
Strategy process model• Leadership
• Infrastructure
• Organisational learning
E-commerce COM380
E-commerce Strategy
E-business strategy
• Prescriptive strategy
• Emergent strategy
E-commerce COM380
E-commerce Strategy
E-business strategy
• Situation analysis
• Strategic objectives
• Implementation
E-commerce COM380
E-commerce Strategy
Resource and process analysis
• Resource analysis
• Stage models of e-business development
E-commerce COM380
E-commerce Strategy
E-business development• No web site or presence• Basic web presence• Simple static information site• Simple interactive site• Interactive site• Fully interactive site
E-commerce COM380
E-commerce Strategy
E-business development• Transaction e-commerce site
• Service-oriented relationship building web site
• Brand building site
• Portal site
E-commerce COM380
E-commerce Strategy
Process analysis• Application portfolio analysis
• Organisational and IS SWOT Analysis
E-commerce COM380
E-commerce Strategy
Resource analysis • Human resources
• Financial resources
E-commerce COM380
E-commerce Strategy
Competitive environment analysis
• Demand analysis
E-commerce COM380
E-commerce Strategy
Competitive threats • New e-commerce entrants
• New digital products
• New business models
E-commerce COM380
E-commerce Strategy
Sell-side threats • Customer power and knowledge
• Power of intermediaries
E-commerce COM380
E-commerce Strategy
Buy-side threats
• Power of suppliers • Power of intermediaries
E-commerce COM380
E-commerce Strategy
Competitor analysis
• Resource-advantage mapping – Core competencies – Customer value
E-commerce COM380
E-commerce Strategy
Strategic objectives
• Defining vision and mission – Relevance – Change – Value – People
E-commerce COM380
E-commerce Strategy
Objective setting
• Online revenue contribution • Balanced scorecard
E-commerce COM380
E-commerce Strategy
Strategy definition• E-business priorities • Restructuring • Business and revenue models • Marketplace Restructuring • Market and product development strategies• Positioning and differentiation strategies
E-commerce COM380
E-commerce Strategy
Strategic implementation• Business alignment IS strategy
• Business impacting IS strategy
• Elements of IS strategy– Business information strategy
– IS functionality strategy
– IS/IT strategy
E-commerce COM380
E-commerce Strategy
Investment appraisal• Overall levels of spending on information to
support e-business• Decisions about which business applications to
invest in (portfolio analysis)• Assessment if the cost/benefit for individual
applications• Productivity paradox
E-commerce COM380
Introduction to E-commerce
Objectives– Understand alternative strategic approaches for
e-business– Appreciate appropriate strategy process model– Understand the tools which generate e-business
strategies