EBusiness Strategy

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1、OHT 5.1 Marketing Insights Limited 2004Chapter 5E-business StrategyOHT 5.2 Marketing Insights Limited 2004Learning objectives Follow an appropriate strategy process model for e-business; Apply tools to generate and select e-business strategies; Outline alternative strategic approaches to achieve e-b

2、usiness.OHT 5.3 Marketing Insights Limited 2004Issues for managers How does e-business strategy differ from traditional business strategy? How should we integrate e-business strategy with existing business and IS strategy? How should we evaluate our investment priorities and returns from e-business?

3、OHT 5.4 Marketing Insights Limited 2004Michael 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.Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 6278.OH

4、T 5.5 Marketing Insights Limited 2004Different forms of organizational strategy Figure 5.1 Different forms of organizational strategy OHT 5.6 Marketing Insights Limited 2004Relationship between e-business strategy and other strategies Figure 5.2 Relationship between e-business strategy and other str

5、ategies OHT 5.7 Marketing Insights Limited 2004A generic strategy process model Figure 5.3 A generic strategy process modelOHT 5.8 Marketing Insights Limited 2004Dynamic e-business strategy model Figure 5.4 Dynamic e-business strategy modelSource: Adapted from description in Kalakota and Robinson (2

6、000) OHT 5.9 Marketing Insights Limited 2004Elements of strategic situation analysis for the e-business Figure 5.5 Elements of strategic situation analysis for the e-business OHT 5.10 Marketing Insights Limited 2004What happens where there is no e-business strategy? Missed opportunities for addition

7、al sales on the sell-side 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 Poor customer experience from poorly integrated channelsOHT 5.11 Marketing Insights Limited 2004Adoption steps of e-busines

8、s services Figure 5.6 Adoption steps of e-business servicesOHT 5.12 Marketing Insights Limited 2004Summary applications portfolio analysis for the B2B Company Figure 5.7 Summary applications portfolio analysis for The B2B Company OHT 5.13 Marketing Insights Limited 2004SWOT analysis for the B2B comp

9、any Figure 5.8 SWOT analysis for The B2B CompanyOHT 5.14 Marketing Insights Limited 2004Customer demand for e-marketing services for The B2B Company Figure 5.9 Customer demand for e-marketing services for The B2B Company OHT 5.15 Marketing Insights Limited 2004Competitive threats acting on the e-bus

10、inessFigure 5.10 Competitive threats acting on the e-businessOHT 5.16 Marketing Insights Limited 2004Porters five forcesPower ofsuppliersBargainingpowers ofcustomersExtent of rivalrybetweencompetitorsThreat ofsubsitutesThreat of newentrantsThe businessThreat ofsubstitutesOHT 5.17 Marketing Insights

11、Limited 2004Activity Impact of Internet For one of the industries below, assess how the Internet has changed the competitive forces, e.g. has it increased or decreased power of suppliers and customers? Industries: Banking Supermarkets Oil industry Rail industryOHT 5.18 Marketing Insights Limited 200

12、4Elements of strategic objective setting for the e-business Figure 5.11 Elements of strategic objective setting for the e-business OHT 5.19 Marketing Insights Limited 2004Direct and indirect Internet contributions for fast growth companies in the US Figure 5.12 Direct and indirect Internet contribut

13、ions for fast-growth companies in the USASource: PricewaterhouseCoopers (2000) OHT 5.20 Marketing Insights Limited 2004Grid of product suitability against market adoption for transactional e-commerce (online purchases)Figure 5.13 Grid of product suitability against market adoption for transactional

14、e-commerce (online purchases) OHT 5.21 Marketing Insights Limited 2004Elements of strategy definition for the e-business Figure 5.14 Elements of strategy definition for the e-business OHT 5.22 Marketing Insights Limited 2004Strategic options for a company in relation to the importance of the Interne

15、t as a channel Figure 5.15 Strategic options for a company in relation to the importance of the Internet as a channel OHT 5.23 Marketing Insights Limited 2004Assessment of risk for market and product development for the B2B company Figure 5.16 Assessment of risk for market and product development fo

16、r The B2B Company OHT 5.24 Marketing Insights Limited 2004New product development Smile online banking (www.smile.co.uk)OHT 5.25 Marketing Insights Limited 2004D () Figure 5.18 D () OHT 5.26 Marketing Insights Limited 2004Elements of strategy implementation for the e-business Figure 5.19 Elements of strategy implementation for the e-business