Ch12
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Ch12 Presentation Transcript

  • 1. IMPLEMENTATION THROUGH ENABLING TECHNOLOGIES Session 12
  • 2. THE VICIOUS CIRCLE OF TECHNOLOGY AND COMPETITIVE ADVANTAGE
  • 3. ROLE OF THE INTERNET FOR E-BUSINESS
    • Provide a global marketplace, open to all; with
      • A method of collecting and exchanging marketing and business information
      • An alternate route to market to traditional distribution channels
      • A means of building customer relationships
      • A device for the digital delivery of certain information services
      • A networked system for managing the supply chain
      • A virtual marketplace, trading floor and auction house.
  • 4. THE WEB SITE CONTRIBUTING TO INTERNATIONAL MARKETING
    • Organisational sites
    • Services online
    • Information online
    • Business transactions online
  • 5. International E-Marketing Models
    • B2C
      • Website as virtual shop
      • E-business Operations expensive to establish
    • B2B
      • More complex
      • Data exchange
        • Industry specific hubs
        • Function specific hubs
    • C2C
      • Online auctions
    • C2B
      • Consumers joining together to reduce prices paid
  • 6. IMPACT ON INTERNATIONAL MARKETING STRATEGY
    • Technology and analysis
    • Technology and strategy development
    • Market entry
    • Technology and strategic implementation and control;
      • Product and service management
      • Pricing
      • Channel management
      • Communications
    • Control, evaluation and learning
  • 7. CHALLENGES FOR INTERNATIONAL MARKETING STRATEGY #1
    • Customers from some countries, typically low-context countries, embrace the Internet in different ways to those in high-context cultures.
    • Brand values often depend on the different communication methods that people use, both explicit and implicit, such as image, reputation, word of mouth and continual exposure online and offline.
  • 8. CHALLENGES FOR INTERNATIONAL MARKETING STRATEGY #2
    • By being global, e-commerce still favours global players.
      • Consumers expect high quality of performance and image but these can be severely tarnished by a low-cost, poorly performing website and slow or inaccurate order fulfilment.
    • The effectiveness of websites is influenced by such factors as the ease of navigation, company and products information, shipping details and sensitivity to language and culture.
  • 9. CHALLENGES FOR INTERNATIONAL MARKETING STRATEGY #3
    • The barriers to entry must be significant if the defenders of domestic or limited country niches wish to retain their market share.
    • The development of intelligent agents that search for specific pieces of information on markets and potential suppliers means that marketers cannot base their appeal to customers on traditional marketing-mix factors
      • they must find a new sustainable competitive advantage.
  • 10. CUSTOMER-LED STRATEGY
    • Focus not on markets but on quality customers from anywhere in the world
    • Focus on one-to-one relationships
    • Increase both lifetime and short-term revenue from customers
    • Win-win
    • Integrated and coordinated approach
  • 11. MAIN ISSUES
    • Technology
      • changing way business done
      • new solutions to old problems
      • Firms will under perform or fail if they fail to exploit it
    • Consumer e-marketing and innovative business models are facilitating new routes to market
    • B2B models have the greatest impact on international marketing
    • Other technologies and software are an important aspect of the change
    • Better communication has made supply chains more effective
    • Need to work harder to find and retain customers:
      • Embracing technology will make this happen