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Video 3 – Setting The Scope What is Emarketing Strategy

Video 3 – Setting The Scope What is Emarketing Strategy. IBMS Semester 6b Fall 2013 Mr. George Szanto. Topics Video Lecture # 3. What is “e” strategy – setting the context of eMarketing for this class A Model for eMarketing Strategic Analysis

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Video 3 – Setting The Scope What is Emarketing Strategy

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  1. Video 3 – Setting The Scope What is EmarketingStrategy IBMS Semester 6b Fall 2013 Mr. George Szanto

  2. Topics Video Lecture # 3 What is “e” strategy – setting the context of eMarketing for this class A Model for eMarketing Strategic Analysis eMarketing Strategy Template For This Class

  3. Learning Objectives Today Understand how eMarketing strategy fits in with a company’s overall strategy Learn how to follow an appropriate strategy process model for e-business Apply tools to generate and select e-business strategies

  4. Topic 1: Setting the Context What is eMarketingStrategyHow is EmarketingStrategyrelatedto overall corporate activitiesandwhat we will NOT cover in this class

  5. First - Alternative Definitions of Strategy What is strategy? ‘Defines how we will meet our objectives’ 2. ‘Sets allocation of resources to meet goals’ 3. ‘Selects preferred strategic option to compete within a market’ 4. ‘Provides a long-term plan for the development of the organization’.

  6. What is “e” Strategy? E-commerce eMarketing ? ? E-business ? Corporate Business Strategy

  7. YES We Consider - Sell-SideeMarketing / E-CRM Strategy Sell-sideeMarketing is a channel strategy Our e-commerce strategy defines how we should Hit our channel leads and sales targets Communicate benefits of using this channel Prioritize products available through channel Prioritize audiences targeted through channel Select partners for this channel NOT ADDRESSED IN THIS CLASS! Buy-Side E-Commerce Strategy or E-Supply Chain Management Strategy • Buy-side e-commerce strategy is about maximizing operational efficiencies while improving customer service quality

  8. NOT ADDRESSED IN THIS CLASS! Buy-Side E-Commerce Strategy or E-Supply Chain Management Strategy Buy-side e-commerce strategy is about maximizing operational efficiencies while improving customer service quality Operational efficiency KPIs should drive our strategy Our buy-side e-commerce strategy defines how we should Automate internal processes Link internal resource management systems with external purchasing systems Prioritize suppliers/partners collaborating using this channel Prioritize applications for E-SCM – create a roadmap Involves selection of appropriate strategic partners.

  9. Setting the Context: Relationship between e-business strategy and other strategies

  10. Management Issues How does e-business strategy differ from traditional business strategy? How should we integrate e-business strategy with existing business and information systems strategy? How should we evaluate our investment priorities and returns from e-business?

  11. Topic 2: eMarketing Strategic AnalysisWhat is the situation in/out-side our company now?Whatcould the situationbe in/out-side our company in the future?

  12. Levels of e-Business

  13. Internal Situation Analysis Strategic options for a company in relation to the importance of the Internet as a channel

  14. A generic strategy process model

  15. Figure 5.17 Matrix for evaluating e-business strategy alternatives Source: E-consultancy (2008a)

  16. Situation Internal & External Analysis Grid of product suitability against market adoption for transactional e-commerce (online purchase)

  17. Topic 3: eMarketingStrategy Template For This ClassA quickoverview of the eMarketingstrategyframework we willuseforall of the cases presentedandanalyzedbystudents in this class.

  18. Focus of our workshops

  19. Thank you – end of video lecture # 3 Be sure to check the class website for a quiz associated with this lecture and perhaps a discussion question.

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