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Chapter 2 The Internet micro-environment

This chapter explores the elements of the internet micro-environment that influence marketing strategies. It discusses the use of competitors, customers, and intermediaries in the context of the internet. It also evaluates the relevance of changes in trade patterns and business models enabled by e-commerce.

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Chapter 2 The Internet micro-environment

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  1. Chapter 2The Internet micro-environment

  2. Learning objectives • Mengidentifikasi unsur-unsur yang berbeda dari lingkungan internet yang berdampak pada strategi pemasaran organisasi internet; • Menilai penggunaan pesaing, pelanggan dan perantara dari Internet; • Mengevaluasi relevansi perubahan pola perdagangan dan model bisnis diaktifkan oleh e-commerce.

  3. Questions for marketers • Bagaimana kekuatan kompetitif dan rantai nilai yang diubah oleh Internet? • Bagaimana cara menilai permintaan layanan internet dari pelanggan? • Bagaimana cara membandingkan pemasaran online kami dengan pesaing? • Apa relevansi perantara baru?

  4. The Internet marketing environment Figure 2.1 The Internet marketing environment

  5. Porter’s five forces

  6. Alternative models of the value chain Figure 2.2 Two alternative models of the value chain: (a) traditional value chain model, (b) revised value chain model

  7. A value network Figure 2.3 Members of the value network of an organisation Source: Adapted from Deise et al. (2000)

  8. Disintermediation Figure 2.4 Disintermediation of a consumer distribution channel showing: (a) the original situation, (b) disintermediation omitting the wholesaler, and (c) disintermediation omitting both wholesaler and retailer

  9. Example – Vauxhall

  10. Reintermediation Figure 2.6 Reintermediation process: (a) original situation, (b) reintermediation contacts

  11. Countermediation • Creation of a new intermediary • Example: • B&Q www.diy.com • Opodo www.opodo.com • Boots www.wellbeing.comwww.handbag.com

  12. Alternative online trading locations Figure 2.7 Different types of online trading location

  13. Example – Barclays B2B

  14. Example - Priceline

  15. Different business model perspectives Figure 2.10 Alternative perspectives on business models

  16. Example - Mondus

  17. Assessing demand • Need to assess: • Akses ke Internet • Proporsi pelanggan dipengaruhi oleh channel • Proporsi konsumen yang membeli langsung

  18. Global population with Internet access Figure 2.12 Percentage of global population with Internet access (based on Nua and Cyberatlas compilations at www.nua.ie/surveys and www.cyberatlas.com)

  19. Global variation in Internet access Figure 2.13 Global variation in number of PCs per hundred population and percent Internet access in 2000 Source: ITU (www.itu.int)

  20. UK adoption of different media Figure 2.14 UK rate of adoption of different new media, base c. 4000 GB adults aged 15+, December 2001 Source: e MORI Technology Tracker, January 2002. Seehttp://www.e-mori.co.uk/tracker.shtml for details

  21. Internet user demographics Figure 2.15 Summary of current demographic characteristics of Internet users, base 1673 GB Internet users aged 15+, January 2002 Source: e MORI Technology Tracker, January 2002. Seehttp://www.e-mori.co.uk/tracker.shtml for details

  22. Variations in access to new media – social group Figure 2.16 Summary of variation in different access to new media according to social group, base 4222 GB adults aged 15+, January 2002 Source: e MORI Technology Tracker, January 2002. See http://www.e-mori.co.uk/tracker.shtml for details

  23. Different types of Internet access location Figure 2.17 Different types of Internet access location Source: The Internet Monitor, BMRB, www.bmrb.co.uk

  24. A pyschographic segmentation Figure 2.18 Psychographic segmentation for Web users Source: Netpoll (www.netpoll.net)

  25. Percentage of online shoppers by product category Figure 2.19 Percentage of online purchasers by product category Note: There are 9.9 million online shoppers (54% of Internet users aged 15+) Source: The Internet Monitor, BMRB, November 2001 (www.bmrb.co.uk)

  26. Percentage of businesses with Internet access Figure 2.20 Percentage of businesses with Internet access Note that results are weighted by business size and that some countries are included for different years Source: DTI, 2001

  27. Businesses that identify suppliers online Figure 2.21 Percentage of businesses that identify suppliers online by business size Source: DTI, 2001

  28. Competitor benchmarking • aktivitas • Anda adalah manajer e-commerce? Dalam easyJet • Kriteria mana yang akan Anda gunakan untuk membandingkan penawaran online pesaing? Mengelompokkannya dalam lima atau enam judul • Melakukan penilaian layanan Anda terhadap pesaing seperti Buzz, Ryanair dan British Midland

  29. Hitwise competitive ranking

  30. Intermediaries Table 2.5 The most visited sites in the UK

  31. Example - Kelkoo

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