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MARK 404 Advanced Internet Marketing Presentation 1:  Market Analysis, Business & Marketing Objectives By: Katrin, Manja, ...
Structure <ul><li>Company Background </li></ul><ul><li>Environmental Analysis </li></ul><ul><li>Porter‘s 5 Forces </li></u...
Company Background <ul><li>Company Description:  </li></ul><ul><li>Private owned company ‘Storytelling Workshop’ is a new,...
Company Background  cont… <ul><li>Product Range: </li></ul><ul><li>Web Design </li></ul><ul><ul><li>Website creation </li>...
Company Background  cont… <ul><li>Price Range: </li></ul><ul><li>Personal E-stories </li></ul><ul><ul><li>2 sessions: $200...
Company Background  cont… <ul><li>Opening Hours: </li></ul><ul><ul><li>Week day evenings </li></ul></ul><ul><ul><li>Weeken...
Economics <ul><li>Population of Wellington:  </li></ul><ul><li>The potential consumers of storytelling are between 15 and ...
Statistics New Zealand, 2001 Census of Population and Dwellings Household Internet Access  2001    Internet access increa...
Social <ul><li>Internet access at home, at work or/and mobile </li></ul><ul><li>Activities in the Internet: regional and w...
Technology <ul><li>Internet access necessary </li></ul><ul><li>Website with download or upload possibilities </li></ul><ul...
<ul><li>Copyright  … </li></ul><ul><li>…  protects the particular manner of expressing an idea or conveying information.  ...
Buyer Power <ul><li>B2B / Digital Storytelling to companies:   </li></ul><ul><ul><li>Power relatively high </li></ul></ul>...
Supplier Power <ul><li>Relatively low / unimportant: </li></ul><ul><ul><li>Software available </li></ul></ul><ul><ul><li>C...
Competitor Power <ul><li>Local Competitor: </li></ul><ul><li>e-vision: High power in the consumer segment </li></ul><ul><l...
“ MSN Spaces” Substitutes Power
Create a family photo gallery  <ul><li>1.  Open Internet Explorer, and visit MSN Spaces at  http://spaces.msn.com/ . </li>...
 
How to create a family photo album at MSN Spaces
 
 
 
“ Yahoo! 360”
Share what you want <ul><li>Getting Started Is Simple  </li></ul><ul><li>Share What Matters to You  </li></ul><ul><li>One ...
SWOT-Analysis <ul><li>Strengths: </li></ul><ul><li>Product/Service: individual in the consumer segment, “hand-made” </li><...
Goals and Objectives <ul><li>Business Objectives: </li></ul><ul><ul><li>Enter the market and establish a profitable share ...
<ul><li>Product/Service:  Core competences (consumers), then expand (business) </li></ul><ul><li>Distribution Strategy:  O...
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Group B

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  • e-vision: High power in the consumer segment direct competitor Classes to teach consumers storytelling skills. Low power in the consumer segment, software online available, people prefer local storyteller, easier application High power in the business segment, no need to learn the tools (local factor), just creation of stories Storyworks: business, education, research, personal and community, in the business segment long-term relationships (consultant), in the consumer segment expertise in teaching (uni professor, workshops)
  • The two services have a lot more in common than either of the rivals would like to admit. Both 360 and Spaces are free. Both let users share pictures and lists of favorite books, songs and movies. Both offer fairly simple tools to create a Web log, or blog. No surprise: Each company also is designing services to keep people inside its online universe — Yahoo everything this, MSN everything that.
  • If you frequently share photos with others, you know that e-mailing photos can quickly become a chore and will fill up the inboxes of the people you send them to in no time. Happily, there&apos;s an easier way to share photos with others: create an online photo gallery. Creating an online photo gallery is fairly easy to do, and it will allow your family and friends to view your pictures at any time that is convenient for them. The Web has many online photo gallery options, such as MSN Spaces. Let&apos;s take a look at MSN Spaces to see an example of how to set up an online gallery. To set up a family photo gallery at MSN Spaces, follow these steps:
  • 1.On your MSN Spaces Web page, under Photo album, click Create. 2.In the Album title box, type a name for your album, such as &amp;quot;Our Family Pictures.&amp;quot; 3.Click Add photos.
  • 4.The first time you upload pictures, you will be prompted to install the MSN Photo Upload Control. Click Install Now. 5.If the installation does not begin, look for the Internet Explorer Information bar at the top of the window. Click the Information bar, and then click Install ActiveX Control. 6.When prompted, click Install.
  • 7.In the left pane, click the folder containing your family photos. In the right pane, select each picture you want to publish in your family photo album by clicking the upper-left corner of the picture to add a check mark. If you want to publish all the pictures in the folder, click Select All. 8.When you have selected your pictures, click Upload Now. Your computer will send the pictures to MSN Spaces. 9.If you want to add pictures from different folders, click Add photos, and then repeat steps 7 and 8. When you are done adding pictures, click Save and Close.
  • Now your family pictures are available for anyone to view. With your family photo album ready, all you have to do is send the link to your friends and family. At the top of the MSN Spaces page, click Tell a Friend to send the link in an e-mail message to your friends and family. Viewing your photos in MSN Spaces By default, your pictures appear in the upper-right corner of your space. To view a larger slideshow, click your photo album, and then click the View Full-Sized Photos button When the slideshow appears, move your mouse over the pictures to view the slideshow controls. You can click the buttons to start or stop the slideshow or to manually view different photos.
  • The new Yahoo 360 service is billed &amp;quot;as a central place online where consumers can easily share what matters most to them and keep connected to people they know.“Sounds awfully similar to Microsoft&apos;s pitch for its new MSN Spaces : &amp;quot;... allows consumers to create personal Internet Spaces sites where they can express themselves in a variety of ways and interact with the people they care about most.&amp;quot;
  • Adding stuff is easy. All you need to know is point and click. If you already have stuff on Yahoo! that you want to share -- photo albums, groups, a LAUNCHcast station, Yahoo! Local reviews -- you can add them to your page in a few simple clicks. Share What Matters to You Let people know what&apos;s interesting or important to you. Post photos. Start a blog. Share lists and recommendations, anything. Show who you are and what&apos;s in your life -- all your delights, dislikes, and playful passions.
  • Transcript of "Group B"

    1. 1. MARK 404 Advanced Internet Marketing Presentation 1: Market Analysis, Business & Marketing Objectives By: Katrin, Manja, Holly and Jinxi 2 May 2006
    2. 2. Structure <ul><li>Company Background </li></ul><ul><li>Environmental Analysis </li></ul><ul><li>Porter‘s 5 Forces </li></ul><ul><li>SWOT-Analysis </li></ul><ul><li>Goals and Objectives </li></ul><ul><li>Strategies and Ideas so far </li></ul>
    3. 3. Company Background <ul><li>Company Description: </li></ul><ul><li>Private owned company ‘Storytelling Workshop’ is a new, small player with opportunity to thrive in the electronic service industry with the aid of appropriate internet marketing strategy. It was found by Mrs Fowler in 2006. The company is eager to provide innovative electronic service to meet both individual and corporate customers under three key areas — web design, web writing and digital storytelling. </li></ul><ul><li>Company Address: </li></ul><ul><li>8 Park Street, Thorndon, Wellington </li></ul>
    4. 4. Company Background cont… <ul><li>Product Range: </li></ul><ul><li>Web Design </li></ul><ul><ul><li>Website creation </li></ul></ul><ul><ul><li>Maintenance </li></ul></ul><ul><ul><li>Search engine placement </li></ul></ul><ul><ul><li>Internet security </li></ul></ul><ul><li>Web Writing </li></ul><ul><ul><li>Researching content </li></ul></ul><ul><ul><li>Writing content </li></ul></ul><ul><ul><li>Process analysis and improvement </li></ul></ul><ul><li>Digital Storytelling </li></ul><ul><ul><li>Researching and writing digital stories </li></ul></ul><ul><ul><li>Tutoring and helping to write stories </li></ul></ul><ul><ul><li>Provide multimedia facilities </li></ul></ul>
    5. 5. Company Background cont… <ul><li>Price Range: </li></ul><ul><li>Personal E-stories </li></ul><ul><ul><li>2 sessions: $200 </li></ul></ul><ul><ul><li>5 sessions: $400 </li></ul></ul><ul><ul><li>10 sessions: $700 </li></ul></ul><ul><li>NB: one session is 2 hours; discount will be given to group customers. </li></ul><ul><li>Corporate E-stories </li></ul><ul><ul><li>$100 per hour </li></ul></ul>
    6. 6. Company Background cont… <ul><li>Opening Hours: </li></ul><ul><ul><li>Week day evenings </li></ul></ul><ul><ul><li>Weekends </li></ul></ul><ul><li>Key Resource: </li></ul><ul><ul><li>A computer laboratory with up to 8 computers </li></ul></ul><ul><ul><li>Equipments needed to make the digital stories (scanners, video camera, digital camera, sound recording equipment, internet, Photoshop and Adobe Premiere) </li></ul></ul><ul><li>Key Competencies: </li></ul><ul><ul><li>Experienced in teaching </li></ul></ul><ul><ul><li>Expertise in writing </li></ul></ul>
    7. 7. Economics <ul><li>Population of Wellington: </li></ul><ul><li>The potential consumers of storytelling are between 15 and 64. </li></ul><ul><li> In the region of Wellington that are more than 65 %. </li></ul><ul><li>52.7% of households in Wellington City and 44.2% of households in </li></ul><ul><li>Wellington Region have access to the Internet compared with </li></ul><ul><li>37.4% for all of New Zealand. </li></ul><ul><li>In 2002, there were 36,994 business locations (geographic units) in </li></ul><ul><li>Wellington Region. </li></ul>Statistics New Zealand, 2001 Census of Population and Dwellings 11.1% 47,038 65 years and over 67.0% 283,923 15-64 years 21.9% 92,804 Under 15 years 100.0% 423,765 All ages Percentage 2001 Resident Population of Wellington
    8. 8. Statistics New Zealand, 2001 Census of Population and Dwellings Household Internet Access 2001  Internet access increases in every class of population!
    9. 9. Social <ul><li>Internet access at home, at work or/and mobile </li></ul><ul><li>Activities in the Internet: regional and worldwide </li></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Information – Providing and searching </li></ul></ul><ul><ul><li>Buying and Selling </li></ul></ul><ul><ul><li>Publication, News, Education, Exchange, Playing </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>New photo technology supports the storytelling business </li></ul><ul><ul><li>Use of Digital cameras and cell phones with cameras increases </li></ul></ul><ul><ul><li>Demand and use of picture slide shows </li></ul></ul><ul><ul><li>Restoration, digitalisation of old photos, paper photos and videos </li></ul></ul><ul><ul><li>Photo software: make your own cards, letter paper etc. </li></ul></ul>
    10. 10. Technology <ul><li>Internet access necessary </li></ul><ul><li>Website with download or upload possibilities </li></ul><ul><li>Support of the most common saving facilities like cd-rom, </li></ul><ul><li>Usb stick, floppy disk … </li></ul><ul><li>Computer lab </li></ul><ul><ul><li>enough computers for a course </li></ul></ul><ul><ul><li>computer facilities have to fulfil the requirements </li></ul></ul><ul><ul><li>of the software etc. </li></ul></ul><ul><ul><li> memory, system software etc. </li></ul></ul><ul><li>New photo technologies </li></ul><ul><ul><li>Digital cameras, Cell phones with camera function </li></ul></ul><ul><ul><li>Photos are saved directly on computer or saving mediums </li></ul></ul><ul><ul><li>Scanner provide possibility to visualize old photos or documents </li></ul></ul><ul><ul><li>Photo and video adaptation software allows improvements of old or damaged photos or videos </li></ul></ul>
    11. 11. <ul><li>Copyright … </li></ul><ul><li>… protects the particular manner of expressing an idea or conveying information. </li></ul><ul><li>Copyright is capable of existing in original works of the following categories: </li></ul><ul><ul><li>Literary works : Written works (e.g. novels, poems, notes & song lyrics) </li></ul></ul><ul><ul><li>Artistic works : Graphical works (e.g. paintings, drawings, photographs) </li></ul></ul><ul><ul><li>Sound recordings , Films </li></ul></ul>Intellectual Property Policy Group, Regulatory and Competition Policy Branch, 29 November 2005 Copyright Protection in New Zealand <ul><li>Copyright protection applies to a work only for a limited period of time: </li></ul><ul><li>50 years from the end of the calendar year in which the author dies or the </li></ul><ul><li>sound recording or film was made or made available to the public </li></ul><ul><li>Copyright protection comes into existence automatically! </li></ul><ul><li>Registration of copyright is not required in NZ! </li></ul><ul><li>Copyright Licensing </li></ul><ul><li>If a person wants to use a copyright work in a way that may infringe copyright of </li></ul><ul><li>that work, he or she can ask the copyright owner for a licence to use that work. </li></ul>
    12. 12. Buyer Power <ul><li>B2B / Digital Storytelling to companies: </li></ul><ul><ul><li>Power relatively high </li></ul></ul><ul><ul><li>Created by own design department </li></ul></ul><ul><ul><li>Purchase software packages </li></ul></ul><ul><ul><li>Hire storytelling company (via Internet) </li></ul></ul><ul><li>B2C / Digital Storytelling to consumers: </li></ul><ul><ul><li>Only two competitors that offer classes </li></ul></ul><ul><ul><li>No possession of the resources to hire a storyteller </li></ul></ul><ul><ul><li>Some software can be downloaded online ( http:// electronicportfolios.org/digistory / ) </li></ul></ul>
    13. 13. Supplier Power <ul><li>Relatively low / unimportant: </li></ul><ul><ul><li>Software available </li></ul></ul><ul><ul><li>Computer facilities available </li></ul></ul>
    14. 14. Competitor Power <ul><li>Local Competitor: </li></ul><ul><li>e-vision: High power in the consumer segment </li></ul><ul><li>Storyworks: High power in both segments </li></ul><ul><li>Interregional / online operating storytellers: </li></ul><ul><ul><li>Dana Atchley Productions ( http:// www.nextexit.com / ) </li></ul></ul><ul><ul><li>America’s Life Stories ( http:// www.capturinglifestories.com/index.html ) </li></ul></ul><ul><ul><li>StoryCorps ( http:// www.storycorps.net / ) etc. </li></ul></ul>
    15. 15. “ MSN Spaces” Substitutes Power
    16. 16. Create a family photo gallery <ul><li>1. Open Internet Explorer, and visit MSN Spaces at http://spaces.msn.com/ . </li></ul><ul><li>2. Click Sign Up. </li></ul><ul><li>If prompted, log in with your .NET Passport. If you don't have a .NET Passport, click Get one now , and follow the prompts that appear. </li></ul><ul><li>4. On the Create your space page, type a title for your space, create a unique URL, choose your time zone, read the Spaces Service Agreement, and then (if you accept) select the I accept the Spaces Service Agreement check box. Then click Create your space . </li></ul>
    17. 18. How to create a family photo album at MSN Spaces
    18. 22. “ Yahoo! 360”
    19. 23. Share what you want <ul><li>Getting Started Is Simple </li></ul><ul><li>Share What Matters to You </li></ul><ul><li>One Place to Keep Connected </li></ul><ul><li>http://360.yahoo.com/reg/whatis.html </li></ul>
    20. 24. SWOT-Analysis <ul><li>Strengths: </li></ul><ul><li>Product/Service: individual in the consumer segment, “hand-made” </li></ul><ul><li>Location: Thorndon, inner city </li></ul><ul><li>Resources: expertise (software, writing, teaching) </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Product/Service: new to market </li></ul><ul><li>Brand: no image, no awareness </li></ul><ul><li>Resources: limited financial resources, no business connections so far </li></ul><ul><li>Price: relatively high </li></ul><ul><li>Opportunities: </li></ul><ul><li>New technological possibilities: digital photo archives, photo restoration, digital television </li></ul><ul><li>Consumers can’t handle the technology by themselves, need help </li></ul><ul><li>Internet: increasing numbers of connections, possibilities of online access  convenience </li></ul><ul><li>Copyright law: receive copyright automatically </li></ul><ul><li>Threads: </li></ul><ul><li>Substitutes for technology: Power Point, Online-Software, own creation, etc. </li></ul><ul><li>Increasing expertise among the consumers </li></ul><ul><li>Digital stories: private stories </li></ul><ul><li>Copyright Law: use of photos / music only with license </li></ul><ul><li>Large international storyteller in the business segment </li></ul><ul><li>Wellington-based storytellers in both consumer and business segments </li></ul>
    21. 25. Goals and Objectives <ul><li>Business Objectives: </li></ul><ul><ul><li>Enter the market and establish a profitable share of market </li></ul></ul><ul><li>Marketing Objectives: </li></ul><ul><ul><li>Establish image </li></ul></ul><ul><li>Advertising Objectives: </li></ul><ul><ul><li>Build consumer awareness and loyalty </li></ul></ul>Profit/ Share of Market Image Consumer Awareness and loyalty
    22. 26. <ul><li>Product/Service: Core competences (consumers), then expand (business) </li></ul><ul><li>Distribution Strategy: Online </li></ul><ul><ul><li>Homepage </li></ul></ul><ul><ul><li>Booking possibilities, Download/Upload, etc. </li></ul></ul><ul><li>Pricing Strategy: Penetration Pricing </li></ul><ul><li>Advertising Strategy: Awareness and trust </li></ul><ul><ul><li>Online-Community: Complaint Service, Download/Upload of Photos, Online Contact Form, Guestbook, Cooperative Websites, Mother’s Day Special </li></ul></ul><ul><ul><ul><li> Data Base Management has to be integrated (SQL). </li></ul></ul></ul>Strategies and Ideas so far
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