1. The MAANZ MXpress Program
Planning and Strategy Model Types
Part 1
Dr Brian Monger
Copyright January 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
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Strategic Planning
⢠Strategic planning = the âmanagerial process of developing and
maintaining a viable fit between the organisationâs objectives, skills,
and resources and its changing market opportunities.â
⢠Two key elements of strategic planning are:
â The preparation of a SWOT analysis,
â The establishment of strategic objectives.
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P
Legal - Ethical
Technology
Competition
Other factors
E-Business
Strategy/
Model
Performance Metrics
SWOT
E-Marketing Plan
E-Marketing
Strategy
Implementation
Marketing Mix/CRM
Markets
Internet
E
S
Exhibit 3 - 1 E-Marketing Plan â Strategy Formulation and Implementation
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The Venture Capital eMarketing Plan
⢠Small to midâsized firms and entrepreneurs with startâup ideas usually begin with a
napkin plan without going through the entire traditional marketing planning process.
⢠BUT as the firm grows and needs capital, it has to put together a comprehensive
eMarketing plan.
⢠Where does an entrepreneur go for capital?
â Sometimes bank loans,
â Most of the time, it is equity financed,
â Private funds (friends and family),
â Angel investors,
â Venture capitalists.
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The Venture Capital eMarketing Plan
⢠Investors are looking for a wellâcomposed business plan, and more importantly, a good
team to implement it.
⢠The business plan should contain enough data and logic to prove that:
â The eBusiness idea is solid,
â The entrepreneur has some idea of how to run the business.
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The Venture Capital eMarketing Plan
⢠9 questions that every business plan should answer:
1. Who is the new ventureâs customer?
2. How does the customer make decisions about buying this product or
service?
3. To what degree is the value offer a compelling purchase for the
customer?
4. How will the value offer be priced?
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The Venture Capital eMarketing Plan
⢠9 questions that every business plan should answer:
5. How will the venture reach all the identified customer segments?
6. How much does it cost (in time and resources) to acquire a customer?
7. How much does it cost to produce and deliver the product or service?
8. How much does it cost to support a customer?
9. How easy is it to retain a customer?
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The Venture Capital eMarketing Plan
⢠VCs look for a way to get their money and profits out of the venture within a
few years:
â The golden exit plan is to go public and issue stock in an initial public offering
(IPO),
â As soon as the stock price rises sufficiently, the VC cashes out and moves on to
another investment.
⢠All VCsâ investments are not successful. But if even one out of 20 is an
Amazon.com, the risk was well worth the reward.
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Step 2âLink eBusiness withÂ
eMarketing Strategy
⢠Marketers need to:
1 Review the marketing and eBusiness plans,
2 Conduct a strategic planning to help achieve the firmâs eBusiness goals
+ define potential revenue streams,
3 Create supporting eMarketing strategy for the eBusiness goals:
A Tier one strategy: marketers design segmentation, targeting,
differentiation, and positioning strategies,
B Tier two strategy deals with the 4Pâs and relationship management by
creating strategies around the offer (product), value (pricing), distribution
(place), and communication (promotion),
4 Further, marketers design customer and partner relationship strategies
(CRM/PRM).
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eBusiness strategy model
1. Web presence 2. E-commerce 3. Integrated
e-commerce
4. eBusiness
Services available Brochureware or interaction with
product catalogues and customer
service
Transactional e-commerce on
buy-side or sell-side. Systems
often not integrated
Buy and sell-side integrated
with ERP or legacy systems.
Personalisation of services
Full integration between all
internal organisational
processes and elements of the
value network
Organisational scope Departments acting independently,
e.g. marketing department, IS
department
Co-ordination through
steering committee or e-
commerce manager
Cross-organisational Across the enterprise and
beyond (extraprise)
Transformation Technological infrastructure Technology and new
responsibilities identified for
e-commerce
Internal business processes
and firm structure
Change to eBusiness culture,
linking of business processes
with partners
Strategy Limited Sell-side e-commerce strategy,
not well integrated with
business strategy
E-commerce strategy
integrated with business
strategy using a value-chain
approach
eBusiness strategy
incorporated as part of
business strategy
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A SixâStep eMarketing Plan
Step Tasks
Situation analysis Review the firmâs environmental and SWOT analyses.
Review the existing marketing plan and any other information
that can be obtained about the company and its brands.
Review the firmâs e-business objectives, strategies, and
performance metrics.
Link e-business with
e-marketing strategy
Identify revenue streams suggested by e-business models
Tier 1
⢠Perform Marketing Opportunity Analysis to identify
target stakeholders.
Specify brand differentiation variables.
Select positioning strategy.
Tier 2
Design the offer, value, distribution, communication, and
market/partner relationship management strategies.
Objectives Identify general goals.
Select target specific goals.
Implementation plan Design e-marketing mix tactics.
⢠product/service offering
⢠pricing/valuation
⢠distribution/supply chain
⢠integrated communication mix
Design relationship management tactics.
Design information gathering tactics.
Design organizational structures for implementing the plan.
Budget Forecast revenues.
Evaluate costs to reach goals.
Evaluation plan Identify appropriate performance metrics.
Exhibit 3 - 1 Marketing Plan Process
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Step 1âSituation Analysis
⢠The organizational eBusiness plan: SWOT analysis => eBusiness strategy.
⢠The marketing plan: gathers information about the firmâs products, the markets currently served,
and so forth.
⢠The distribution plan: identifies areas where the products are currently sold and suggests
geographic gaps that might be receptive to eâcommerce.
⢠Promotion plan information: gives clues about how the Internet fits with the firmâs current
advertising, sales promotion, and other marketing communications.
⢠The firm and brand positioning in the marketplace: Internet planners must decide how closely
Web site content and promotion will follow current positioning strategies.
⢠The marketer moves to strategy formulation.
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P
Legal - Ethical
Technology
Competition
Other factors
E-Business
Strategy/
Model
Performance Metrics
SWOT
E-Marketing Plan
E-Marketing
Strategy
Implementation
Marketing Mix/CRM
Markets
Internet
E
S
Exhibit 1 - 1 E-Marketing in Context: the ESP Model