Upload
amie-lambert
View
214
Download
0
Tags:
Embed Size (px)
Citation preview
Video 3 – Setting The Scope What is Emarketing Strategy
• IBMS Semester 6b Fall 2013• Mr. George Szanto
Topics Video Lecture # 3
• What is “e” strategy – setting the context of eMarketing for this class
• A Model for eMarketing Strategic Analysis
• eMarketing Strategy Template For This Class
Learning Objectives Today
• Understand how eMarketing strategy fits in with a company’s overall strategy
• Learn how to follow an appropriate strategy process model for e-business
• Apply tools to generate and select e-business strategies
Topic 1: Setting the Context What is eMarketing Strategy
How is Emarketing Strategy related to overall corporate activities and what we will NOT cover in this class
First - Alternative Definitions of Strategy
• What is strategy?1. ‘Defines how we will meet our objectives’
2. ‘Sets allocation of resources to meet goals’
3. ‘Selects preferred strategic option to compete within a market’
4. ‘Provides a long-term plan for the development of the organization’.
YES We Consider - Sell-SideeMarketing / E-CRM Strategy
• Sell-side eMarketing is a channel strategy• Our e-commerce strategy defines how we should
– Hit our channel leads and sales targets– Communicate benefits of using this channel– Prioritize products available through channel– Prioritize audiences targeted through channel– Select partners for this channel
NOT ADDRESSED IN THIS CLASS! Buy-Side E-Commerce Strategy or
E-Supply Chain Management Strategy
• Buy-side e-commerce strategy is about maximizing operational efficiencies while improving customer service quality
NOT ADDRESSED IN THIS CLASS! Buy-Side E-Commerce Strategy or
E-Supply Chain Management Strategy• Buy-side e-commerce strategy is about maximizing
operational efficiencies while improving customer service quality
• Operational efficiency KPIs should drive our strategy• Our buy-side e-commerce strategy defines how we
should– Automate internal processes– Link internal resource management systems with
external purchasing systems – Prioritize suppliers/partners collaborating using this
channel– Prioritize applications for E-SCM – create a roadmap
• Involves selection of appropriate strategic partners.
Management Issues
• How does e-business strategy differ from traditional business strategy?
• How should we integrate e-business strategy with existing business and information systems strategy?
• How should we evaluate our investment priorities and returns from e-business?
Topic 2: eMarketing Strategic Analysis
What is the situation in/out-side our company now?What could the situation be in/out-side our company in the future?
Strategic options for a company in relation to the importance of the Internet as a channel
Internal Situation Analysis
Grid of product suitability against market adoption for transactional e-commerce (online purchase)
Situation Internal & External Analysis
Topic 3: eMarketing Strategy Template For This Class
A quick overview of the eMarketing strategy framework we will use for all of the cases presented and analyzed by students in this class.