e marketing ppt
TRANSCRIPT
Presented by:-Ankit KamalRoll no:-06
MBA(EB)Semester 4th
2010-2012
What is E-Marketing
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet.
The terms E-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.
E-Marketing Planning and Strategies
“Market-oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organisation’s objectives, skills and resources and its changing market opportunities”.
“The aim of strategic planning is to shape and reshape the company’s businesses and products so that they yield target profits and growth”.
E-Marketing Planning and Strategies
Competition - competitive forces, analysing competitorsMonitoring environmental change - managing
strategic environmental issuesOpportunities - market and sales opportunity analysisCompetitive advantage - distinctive capabilities, cost
and differentiation strategies, product differentiation strategies
Resource reviewsStrategic fit - fitting both market opportunities and
internal capabilities
E-Marketing Planning and Strategies
There are five types of
company:
1. those who make things happen2. those who think they make things happen3. those who watch things happen4. those who wonder what happened, and5. those that did not know that anything
had happened
E-Marketing Planning and Strategies
marketing strategy is a series of integrated actions leading to a sustainable competitive advantage
strategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation
searching for advantage involves both an inward-looking resource-based view and an outward-looking view of market and selling opportunities
it involves consideration of the interaction of three key variables: external environment, organisation goals and strategies
E-Marketing Planning and Strategies
vision
corporate objectives
marketing audit
SWOT analysis
formulate strategies
forecasts
budgets
Implementation programme
control
Performance review and evaluation
1 objectives
2 situation review
3 strategies and plans
4 action
Strategic Focuswhat business are we in?what business should we be in?what business should we not be in?
identify opportunities
target marketsproduct, price, promotion anddistribution strategies
action: products, prices,promotion, distribution
E-Marketing Planning and Strategies
Environmental Influences:------
1)broad environmental variables: economy, technology, society
2)industry variables: industry structure, lifecycle, specific technology, structure of competition, strategies and performance
3)market variables: lifecycle, segment structure, demand influences, purchase size and frequency
Target customer
s
suppliers
Marketing and salesintermediaries
publicscompetitors
promotion
product
place price
Demographic/economicenvironment
Political/legalenvironment
Technical/physicalenvironment
Social/culturalenvironment
Marketing and sales information system
Marketing organisation and implementationsystem
Marketing planning system
Marketing & salesorganisation
system
Factors influencing company marketing strategies
publics
Environmental factorse.g. rate of technological change
nature of competitionintensity of competition
Strategic factorse.g. long-term objectives
strategic time horizonproduct-market strategy
Managerial factorse.g. communication
attitudesleadership style
Organisational factorse.g. sizestructureculture
innovation capability
Marketing factorse.g. use of market research
customer serviceproduct quality
Business Performance
Factors influencingcompetitivesuccess
E-Marketing Planning and Strategies
Strategiesbedrock strategy - to build and sustain
capabilities of reputation, know-how, relationships, physical resources
then determine strategies to transform these into positional advantage vis a vis competitors
must derive strategies for market positioning in the chosen target segments
have strategies to deliver continuing customer satisfaction
Organisation capabilities
Used to create value for
customers
Provide customers with desired benefits
Careful assessment of these capabilities
what capabilities to build
analysis of opportunities
choice of opportunities to address
Value creation for customers
Internet website and e-
commerce
E-Marketing Planning and Strategies value-defining processes [influenced by e-marketing]
market sensing to understand what customers value (what benefits buying)
assess what the organisation creates from a customer perspective
value-developing processes [influenced by e-marketing]
what creates customer value in the value chain? how can customer value be enhanced through product and
service development? what facilitates and inhibits better product or service delivery
E-Marketing Planning and Strategies
Value-delivering processes [influenced by e-marketing]
can the product or service be better delivered? can it be made available at better times in better locations?
Value-maintaining processes [influenced by e-marketing
customer linking, channel bonding, managing brand equity
E-Marketing Planning and Strategies
Potential benefits of an Internet site:
Improvement in corporate identity and imageImproved customer serviceIncreased visibility among targeted segmentsMarket expansionOnline transactionsLower communication costs
E-Marketing Planning and Strategies
Website generations:1. First generation: static electronic
brochures, supplier broadcasting to many potential and existing customers
2. Second generation: interactive website, with product stock availability, FAQs and pricing information; still supplier driven
3. Third generation: fully interactive website, personalisation and market research information collection
Demandprice elasticity
substitutesrate of growth
cyclical, seasonal
Market structurenumber of buyers and sellers
product differentiationbarriers to entrycost structures
vertical integrationdiversification
Conductpricing behaviour
product strategy and advertisingresearch and innovation
plant investmentlegal tactics
Performanceproduction and allocative efficiency
progress, full employmentequity
Public Policytaxes and subsidies
regulationprice controls
antitrustinformation
Supplyraw materialtechnologyproduct durabilityvalue/weight
Basic Conditions
The structure-conduct-performance paradigm
Threat ofnew entrants
Bargaining power of customers
Threat of substituteproducts or services
Bargaining powerof suppliers
The industryjockeying forposition amongcurrentcompetitors
Porter’s fiveforces
corporate planning
division planning
business planning
product planningE-marketing
planning
organising
implementing
action
Measuring results
diagnosing results
taking corrective action
Planning Implementing Controlling
Business mission
External environment
(opportunities and threats)
Internal environment
(strength and weaknesses
analysis)
Goal formulation
Strategy formulation
Programme formulation
implementation
Feedback and control
Business strategic planning process
SWOT Analysis
E-Marketing Planning and Strategies
1. Objectives: what business do we want to be in? (where do we want to be?)
2. Situation Review: where are we now?3. Strategies, Tactics and Plans: how do we
get there?, how do we exactly get there?4. Action and Control: doing it and asking
did we get there?
Business definition
Environmental situation
Competitive situation
Resources and capabilities
Analysis of past performance
Preliminary objectives
Opportunities and threats
Strengths and
weaknesses
Specification of present strategy
Strategic thinking
•identify key issues
•develop strategy options
Analysis
•resolve issues•evaluate options
Decisions
•strategy•performance
objectives
•An e-marketing strategy needs to be fully integrated into an organisation’s business and marketing strategies and plans
•Rather than have a separate e-marketing strategy it is important to have an integrated marketing plan with an e-marketing plan as a sub-set of that marketing plan