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E-marketing strategy.ppt
1.
2. “Market-oriented strategic planning is the
managerial process of developing and
maintaining a practical fit between the
organisation’s objectives, skills and resources
and its changing market opportunities”.
“The aim of strategic planning is to shape and
reshape the company’s businesses and products
so that they yield target profits and growth”.
Kotler, P. (1997) Marketing management, (9th ed), Upper Saddle River, NJ: Prentice
Hall International, p.63
4. There are five types of company:
1. those who make things happen
2. those who think they make things happen
3. those who watch things happen
4. those who wonder what happened, and
5. those that did not know that anything had
happened
5. Planning is essential
It gives a sense of purpose and direction
Stops constant fire-fighting
Stops panicking
Put managers in control
6. marketing strategy is a cycle of integrated actions leading
to a sustainable competitive advantage
strategic marketing seeks to secure and maintain
competitive advantage in order to meet the goals of the
organisation
it involves consideration of the interaction of three key
variables: external environment, organisation goals and
strategies
7. E-Marketing Planning and Strategies
vision
corporate objectives
marketing audit
SWOT analysis
formulate strategies
forecasts
budgets
Implementation programme
control
Performance review and evaluation
1 objectives
2 situation
review
3 strategies
and plans
4 action
Strategic Focus
what business are we in?
what business should we be
in?
what business should we
not be in?
identify opportunities
target markets
product, price, promotion
and
distribution strategies
action: products, prices,
promotion, distribution
8. An e-marketing strategy needs to be fully
integrated into an organisation’s business and
marketing strategies and plans
Rather than have a separate e-marketing
strategy it is important to have an integrated
marketing plan with an e-marketing plan as a
sub-set of that marketing plan
9. E-marketing strategy as a detailed sub-set
of overall marketing planning
But also part of the investment for a new
web site
And part of the investment in upgrading
and extending a website
11. Environmental Influences
1. broad environmental variables: economy,
technology, society
2. Industry variables: industry structure, lifecycle,
specific technology, structure of competition,
strategies and performance
3. market variables: lifecycle, segment structure,
demand influences, purchase size and frequency
13. PURPOSE
why the company
exists
VALUES
what the company
believes in
STRATEGY
competitive
position and
distinctive
competence
STANDARDS AND BEHAVIOURS
policies and behaviour patterns
underpinning the distinctive
competence and value system
The Ashridge Mission Model
14. Target
customer
s
suppliers
Marketing and sales
intermediaries
publics
competitors
promotion
product
place price
Demographic/
economic
environment
Political/
legal
environment
Technical/
physical
environment
Social/
cultural
environment
Marketing and sales
information system
Marketing
organisation and
implementation
system
Marketing
planning system
Marketing & sales
organisation
system
Factors influencing company marketing strategies
publics
15. Environmental factors
e.g. rate of technological change
nature of competition
intensity of competition
Strategic factors
e.g. long-term objectives
strategic time horizon
product-market strategy
Managerial factors
e.g. communication
attitudes
leadership style
Organisational factors
e.g. size
structure
culture
innovation capability
Marketing factors
e.g. use of market research
customer service
product quality
Business Performance Source: after Baker & Hart
(1989)
Factors influencing
competitive
success
16. Strategies
bedrock strategy - to build and sustain
capabilities of reputation, know-how,
relationships, physical resources
then determine strategies to transform these
into positional advantage vis a vis
competitors
must derive strategies for market positioning
in the chosen target segments
have strategies to deliver continuing
customer satisfaction
17. Organisation
capabilities
Used to create
value for
customers
Provide
customers with
desired benefits
Careful assessment
of these capabilities
what capabilities to
build
analysis of
opportunities
choice of opportunities
to address
Value creation for customers
Internet
website and e-
commerce
18. Creating value for customers
surest way of gaining and keeping
competitive advantage is to create better
value for customers
customer come back for more and a long-
term customer relationship develops
The internet and development of e-
commerce offers great opportunities for
creating value for customers
19. value-defining processes [influenced by e-marketing]
◦ market sensing to understand what customers value (what
benefits buying)
◦ assess what the organisation creates from a customer perspective
◦
value-developing processes [influenced by e-marketing]
◦ what creates customer value in the value chain?
◦ how can customer value be enhanced through product and service
development?
◦ what facilitates and inhibits better product or service delivery
20. Value-delivering processes [influenced by e-marketing]
◦ can the product or service be better delivered?
◦ can it be made available at better times in better locations?
Value-maintaining processes [influenced by e-marketing
◦ customer linking, channel bonding, managing brand equity
21. But customer expectations change
what customers consider excellent value today will probably be
average value tomorrow
customers are increasingly demanding
this is exacerbated by competitors who see advantage in meeting
these higher demands
other companies develop product and service enhancements which
set new expectation standards
change is endemic and built-in to most markets
therefore, there is a need to continuously monitor and adapt
22. Potential benefits of an Internet site:
Improvement in corporate identity and image
Improved customer service
Increased visibility among targeted segments
Market expansion
Online transactions
Lower communication costs
Source: Sterne (1999)
23. Website generations:
1. First generation: static electronic brochures,
supplier broadcasting to many potential and
existing customers
2. Second generation: interactive website, with
product stock availability, FAQs and pricing
information; still supplier driven
3. Third generation: fully interactive website,
personalisation and market research
information collection
26. Strategic planning calls for action on:
managing the company’s businesses as an
investment portfolio (each business has a
different profit potential so should allocate
resources accordingly)
assessing each business by considering the
market’s growth rate, the company’s position
and fit in that market
strategy - each business needs to develop a
game plan for achieving its long-run
objectives
27. Demand
price elasticity
substitutes
rate of growth
cyclical, seasonal
Market structure
number of buyers and sellers
product differentiation
barriers to entry
cost structures
vertical integration
diversification
Conduct
pricing behaviour
product strategy and advertising
research and innovation
plant investment
legal tactics
Performance
production and allocative efficiency
progress, full employment
equity
Public Policy
taxes and subsidies
regulation
price controls
antitrust
information
Supply
raw material
technology
product durability
value/weight
Basic Conditions
The structure-conduct-
performance paradigm
28. Threat of
new entrants
Bargaining power
of customers
Threat of substitute
products or services
Bargaining power
of suppliers
The industry
jockeying for
position among
current
competitors
Porter’s five
forces
31. 1. Objectives: what business do we want to
be in? (where do we want to be?)
2. Situation Review: where are we now?
3. Strategies, Tactics and Plans: how do we
get there?, how do we exactly get there?
4. Action and Control: doing it and asking
did we get there?
33. Corporate business planning
Internet marketing plan
(sub-set of marketing plan)
Design website
Implement website
Monitor website
Control,
review, modify
Source: adapted from Chaffey et al (2000: 124)
34. Baker, M.J. (2000) Marketing strategy and management, (3rd ed), Basingstoke:
Macmillan
Chaffey, D. (2002) E-business and e-commerce management, Harlow: Financial
Times Prentice Hall, Chapter 5: E-Business Strategy and Chapter 8: E-
Marketing
Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. (2003). Internet
marketing. (second edition). London: Pearson Education. Chapter 4: Internet
Marketing Strategy (third edition 2006)
Chaston, I. (2001) E-marketing strategy, London: McGraw-Hill
Kotler, P. (1997) Marketing management, (9th edition), Upper Saddle River, NJ:
Prentice Hall International
Sterne, J. (1999) World wide web marketing (2nd ed), New York: John Wiley
Strauss, J. and R. Frost (2001) E-marketing, Upper Saddle River, NJ: Prentice
Hall, Chapter 8: The E-Marketing Plan
Strauss, J., El-Ansary, A. and R. Frost (2006) E-marketing, (4th ed), Upper Saddle
River, NJ: Prentice Hall, Chapter 3: The E-Marketing Plan
