E-commerce <ul><li>Lecture 4 </li></ul><ul><li>Strategy and Applications </li></ul>
E-commerce Strategy <ul><li>Objectives </li></ul><ul><li>By the end of the lecture students should:   </li></ul><ul><ul><l...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Strategic evaluation </li></ul><ul><li>Strategic obje...
E-commerce Strategy <ul><li>E-business strategy </li></ul><ul><li>Corporate strategy </li></ul><ul><li>Business unit strat...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Internal/external environment </li></ul><ul><li>State...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Initiation </li></ul><ul><li>Diagnosis </li></ul><ul>...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Planning horizon </li></ul><ul><li>Planning cycles </...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Ten step e-marketing plan </li></ul><ul><li>Situation...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Strategy to achieve them  </li></ul><ul><li>Marketing...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>What is your strategic vision?   </li></ul><ul><li>Ho...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Technology </li></ul><ul><li>Service </li></ul><ul><l...
E-commerce Strategy <ul><li>Strategy process model </li></ul><ul><li>Leadership </li></ul><ul><li>Infrastructure </li></ul...
E-commerce Strategy <ul><li>E-business strategy </li></ul><ul><li>Prescriptive strategy </li></ul><ul><li>Emergent strateg...
E-commerce Strategy <ul><li>E-business strategy </li></ul><ul><li>Situation analysis </li></ul><ul><li>Strategic objective...
E-commerce Strategy <ul><li>Resource and process analysis </li></ul><ul><li>Resource analysis </li></ul><ul><li>Stage mode...
E-commerce Strategy <ul><li>E-business development </li></ul><ul><li>No web site or presence </li></ul><ul><li>Basic web p...
E-commerce Strategy <ul><li>E-business development </li></ul><ul><li>Transaction e-commerce site </li></ul><ul><li>Service...
E-commerce Strategy <ul><li>Process analysis </li></ul><ul><li>Application portfolio analysis </li></ul><ul><li>Organisati...
E-commerce Strategy <ul><li>Resource analysis  </li></ul><ul><li>Human resources </li></ul><ul><li>Financial resources </l...
E-commerce Strategy <ul><li>Competitive environment analysis </li></ul><ul><li>Demand analysis </li></ul>
E-commerce Strategy <ul><li>Competitive threats  </li></ul><ul><li>New e-commerce entrants </li></ul><ul><li>New digital p...
E-commerce Strategy <ul><li>Sell-side threats  </li></ul><ul><li>Customer power and knowledge </li></ul><ul><li>Power of i...
E-commerce Strategy <ul><li>Buy-side threats  </li></ul><ul><li>Power of suppliers   </li></ul><ul><li>Power of intermedia...
E-commerce Strategy <ul><li>Competitor analysis  </li></ul><ul><li>Resource-advantage mapping   </li></ul><ul><ul><li>Core...
E-commerce Strategy <ul><li>Strategic objectives </li></ul><ul><li>Defining vision and mission   </li></ul><ul><ul><li>Rel...
E-commerce Strategy <ul><li>Objective setting </li></ul><ul><li>Online revenue contribution   </li></ul><ul><li>Balanced s...
E-commerce Strategy <ul><li>Strategy definition </li></ul><ul><li>E-business priorities  </li></ul><ul><li>Restructuring  ...
E-commerce Strategy <ul><li>Strategic implementation </li></ul><ul><li>Business alignment IS strategy </li></ul><ul><li>Bu...
E-commerce Strategy <ul><li>Investment appraisal </li></ul><ul><li>Overall levels of spending on information to support e-...
Introduction to E-commerce <ul><li>Objectives </li></ul><ul><ul><li>Understand alternative strategic approaches for e-busi...
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Lecture Notes - Strategy and Applications

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Lecture Notes - Strategy and Applications

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

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