电子商务课件 Lecture 05 - e-Business Strategy
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Slide 5.1
CHAPTER 5 E-BUSINESS STRATEGY
http://www.slideshare.net/waky/chap-05-ebusiness-strategy?from_action=save
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.2
Learning outcomes
Follow an appropriate strategy process model for ebusiness;
Apply tools to generate and select e-business strategies;
Outline alternative strategic approaches to achieve e-business.
organization”.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.1 Different forms of organizational strategy
Figure 5.6 Elements of strategic situation analysis for the e-business
Slide 5.16
Resource Analysis
Review of the technological, financial and human resources of an organization and how they are utilized in business processes
Slide 5.12
Strategy process models
A management team needs to agree on the framework they will follow
Common element:
Internal and external environment scanning A clear statement of vision and objectives Can be broken down to option generation, evaluation
level Resource wastage
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.8
E-channel strategies
How a company should set specific objectives and develop specific differential strategies for communicating with its customers and partners through e-media
Slide 5.19
Organizational and IS SWOT analysis
Help organization analyze their resources in term of strengths and weaknesses and match them against threats and opportunities
Involves reviews of:
Resources and processes Competitive environment Wider environment
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.9 Customer demand for e-marketing services for The B2B Company
Table 5.3 A
Table 5.3
Astsatgaegemmodoedleflofrodr idgiigtaitlabl ubsuinsiensessds edveevleolpompmenetnt
Slide 5.14
1. Strategic Analysis
Collection and review of information about an organization’s internal processes and resources and external marketplace factors in order to inform strategy definition
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.11
What happens where there is no e-business strategy?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Michael Porter on the Internet
‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but HOW to deploy it.’
பைடு நூலகம்
Slide 5.10
Multi-channel e-business strategies
Characteristics:
E-business strategy is a channel strategy Specific e-business objectives need to be set Creating differential values Defines how an organization gains value internally
and selection Implementation Control is required
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.4 A generic strategy process model
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.7 Summary applications of a portfolio analysis for The B2B Company
http://www.mckinsey.com/insights/busin ess_technology/digital_strategy
Slide 5.4
E-business Strategy
Strategy Definition of the future direction and actions of a company defined as approaches to achieve specific objectives
Slide 5.22
Demand Analysis
Assessment of the demand for e-commerce services amongst existing and potential customer segments
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.17
Applications portfolio analysis
Used to assess current information systems capability and also to inform future strategies
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.2 Relationship between e-business strategy and other strategies
“Defines how we will meet our objectives” “Sets allocation of resources to meet goals” “Selects preferred strategic options to
compete within a market” “Provides a long-term plan for the development of the
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.5
Alternative definitions of strategy
What is strategy?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.8 SWOT analysis
Figure 5.8 SWOT analysis for The B2B Company
Slide 5.7
The imperatives for e-business strategy
Missed opportunities from lack of evaluation of opportunities
Inappropriate direction of e-business strategy Limited integration of e-business at a technical
Poor customer experience from poorly integrated channels.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Missed opportunities for additional sales on the sellside and more efficient purchasing on the buy-side
Fall-behind competitors in delivering online services – may become difficult to catch-up, e.g. Tesco, Dell
CHAPTER 5 E-BUSINESS STRATEGY
http://www.slideshare.net/waky/chap-05-ebusiness-strategy?from_action=save
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.2
Learning outcomes
Follow an appropriate strategy process model for ebusiness;
Apply tools to generate and select e-business strategies;
Outline alternative strategic approaches to achieve e-business.
organization”.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.1 Different forms of organizational strategy
Figure 5.6 Elements of strategic situation analysis for the e-business
Slide 5.16
Resource Analysis
Review of the technological, financial and human resources of an organization and how they are utilized in business processes
Slide 5.12
Strategy process models
A management team needs to agree on the framework they will follow
Common element:
Internal and external environment scanning A clear statement of vision and objectives Can be broken down to option generation, evaluation
level Resource wastage
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.8
E-channel strategies
How a company should set specific objectives and develop specific differential strategies for communicating with its customers and partners through e-media
Slide 5.19
Organizational and IS SWOT analysis
Help organization analyze their resources in term of strengths and weaknesses and match them against threats and opportunities
Involves reviews of:
Resources and processes Competitive environment Wider environment
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.9 Customer demand for e-marketing services for The B2B Company
Table 5.3 A
Table 5.3
Astsatgaegemmodoedleflofrodr idgiigtaitlabl ubsuinsiensessds edveevleolpompmenetnt
Slide 5.14
1. Strategic Analysis
Collection and review of information about an organization’s internal processes and resources and external marketplace factors in order to inform strategy definition
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.11
What happens where there is no e-business strategy?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Michael Porter on the Internet
‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but HOW to deploy it.’
பைடு நூலகம்
Slide 5.10
Multi-channel e-business strategies
Characteristics:
E-business strategy is a channel strategy Specific e-business objectives need to be set Creating differential values Defines how an organization gains value internally
and selection Implementation Control is required
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.4 A generic strategy process model
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.7 Summary applications of a portfolio analysis for The B2B Company
http://www.mckinsey.com/insights/busin ess_technology/digital_strategy
Slide 5.4
E-business Strategy
Strategy Definition of the future direction and actions of a company defined as approaches to achieve specific objectives
Slide 5.22
Demand Analysis
Assessment of the demand for e-commerce services amongst existing and potential customer segments
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.17
Applications portfolio analysis
Used to assess current information systems capability and also to inform future strategies
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.2 Relationship between e-business strategy and other strategies
“Defines how we will meet our objectives” “Sets allocation of resources to meet goals” “Selects preferred strategic options to
compete within a market” “Provides a long-term plan for the development of the
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 5.5
Alternative definitions of strategy
What is strategy?
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 5.8 SWOT analysis
Figure 5.8 SWOT analysis for The B2B Company
Slide 5.7
The imperatives for e-business strategy
Missed opportunities from lack of evaluation of opportunities
Inappropriate direction of e-business strategy Limited integration of e-business at a technical
Poor customer experience from poorly integrated channels.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Missed opportunities for additional sales on the sellside and more efficient purchasing on the buy-side
Fall-behind competitors in delivering online services – may become difficult to catch-up, e.g. Tesco, Dell