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E-MARKETING, 6TH
EDITION
JUDY STRAUSS AND RAYMOND FROST
Chapter 4 - Building Inclusive E-Markets
Overview of Global E-Marketing
Issues
 Internal Environment
 Value System
 Mission and Objectives
 Management Structur...
E-Business Environment
 Micro Environment
 Suppliers
 Customers
 Competitors
 Marketing Intermediaries
 Financers
 ...
Competitive Analysis: Porter’s Five
Forces
 Rivalry among existing firms
 No. of firms and their relative market share, ...
Competitive Analysis: Porter’s Five
Forces
 Bargaining power of suppliers
 Extent of concentration and domination in the...
Competitive Analysis: Porter’s Five
Forces
 Threat of New Entrants
 Government policy
 Economics of scale
 Cost disadv...
Market Opportunity Analysis
 Market share Vs. Market penetration
 Stage of PLC
 Complementary products
 IT accessibili...
Factors Affecting E-Marketing
 Technology readiness
 Discomfort, Insecurity, Innovativeness, Optimism
 Internet connect...
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Chapter 4 building inclusive e-markets

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Chapter 4 building inclusive e-markets

  1. 1. E-MARKETING, 6TH EDITION JUDY STRAUSS AND RAYMOND FROST Chapter 4 - Building Inclusive E-Markets
  2. 2. Overview of Global E-Marketing Issues  Internal Environment  Value System  Mission and Objectives  Management Structure and Nature  Internal Power Relationships  Human Resources  Company Image and Brand Equity  Miscellaneous Factors (Physical assets, R & D and Technological Capabilities, etc.)  External Environment  Micro Environment  Macro Environment
  3. 3. E-Business Environment  Micro Environment  Suppliers  Customers  Competitors  Marketing Intermediaries  Financers  Publics  Macro Environment  PEST Analysis  Global Environment  Economic Condition  Developed, Emerging, Least Developed Countries (LDC)  Country Orientation  Capitalist, Communist, Republic
  4. 4. Competitive Analysis: Porter’s Five Forces  Rivalry among existing firms  No. of firms and their relative market share, strength etc.  State of growth of industry  Fixed or storage cost  Invisibility of capacity augmentation  Product standardization  Switching costs  Threat of Substitutes  Counterfeit products
  5. 5. Competitive Analysis: Porter’s Five Forces  Bargaining power of suppliers  Extent of concentration and domination in the supplier industry  Importance of the product to the buyer  Importance of the buyer to the supplier  Switching costs  Extant of differentiation and standardization of the product  Potential for forward integration by suppliers  Bargaining power of buyers  The volume of purchase relative to the total sale of the seller  The importance of the product to the buyer in terms of the total cost  Extant of differentiation and standardization of the product  Switching costs  Potential for backward integration by buyer  Importance of the industry’s product w.r.t. the quality of the buyer’s product  Extent of buyer information
  6. 6. Competitive Analysis: Porter’s Five Forces  Threat of New Entrants  Government policy  Economics of scale  Cost disadvantages independent of scale  Product differentiation  Monopoly element  Capital requirement
  7. 7. Market Opportunity Analysis  Market share Vs. Market penetration  Stage of PLC  Complementary products  IT accessibility and affordability  Usage innovation  Market Similarity  Different versions of website  Product differences  Payment Issues  Perceived Risk  Fraud and Phishing/web-spoofing
  8. 8. Factors Affecting E-Marketing  Technology readiness  Discomfort, Insecurity, Innovativeness, Optimism  Internet connection costs  Connection speed  Electricity issues  Digital Divide  Concept of missed calls  Mobile payments  EMI financing  Mobile SMS / Apps

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