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Ch12

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Ch12

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

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