E-Marketing4/EJudyStrauss,AdelI.El-Ansary,andRaymondFrostChapter2:StrategicE-Marketing1000007001.010100111101000010010111010010C2006PrenticeHalln0
©2006 Prentice Hall 2-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 2: Strategic E-Marketing
Chapter 2 Objectives·Afterreading Chapter2youwill beableto.·Explainthe importance ofstrategicplanningstrategy,e-businessstrategy,ande-marketingstrategy.Identifythe main e-business models atthe activitybusinessprocess,andenterpriselevelsDiscusstheuseofmetricsandtheBalancedScorecard to measure e-business and e-marketingperformance7001070100111001000010010111010010C2006PrenticeHal
©2006 Prentice Hall 2-2 Chapter 2 Objectives • After reading Chapter 2 you will be able to: • Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy. • Identify the main e-business models at the activity, business process, and enterprise levels. • Discuss the use of metrics and the Balanced Scorecard to measure e-business and e-marketing performance
Amazon.comUtilizesseveralbusinessmode/s·Foundedas online retailing business modelEstablishedco-brandingpartnershipswithOfficeDepot, Circuit City,Target, and Expedia·Co-branding is more profitable than retailing:Amazon is now a hybrid company.Createdthe first affiliateprogram· Customers can auction itemsWhichof themodelsdoyouthinkwill driveAmazon's strategy in the future?7001:070100111101000010010111010010C2006PrenticeHa
©2006 Prentice Hall 2-3 Amazon.com • Utilizes several business models • Founded as online retailing business model. • Established co-branding partnerships with Office Depot, Circuit City, Target, and Expedia • Co-branding is more profitable than retailing • Amazon is now a hybrid company • Created the first affiliate program. • Customers can auction items. • Which of the models do you think will drive Amazon’s strategy in the future?
Strategic PlanningAmanagerialprocesstodevelopandmaintaina viablefitbetweenthe organizationanditschangingmarketopportunitiesProcessidentifiesfirm'sgoalsfor·Growth·Competitive position·Geographic scope·Otherobjectives,such as industry,products,etc07001070100111101000010010111010010C2006PrenticeHal
©2006 Prentice Hall 2-4 Strategic Planning • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities • Process identifies firm’s goals for • Growth • Competitive position • Geographic scope • Other objectives, such as industry, products, etc
StrategyStrategyisthemeanstoachieveagoal.E-businessstrategy·Strategythatdeploysenterprise resourcestoreachperformanceobjectives,competitiveadvantagesE-marketingstrategy·Strategythatcapitalizeson informationtechnologytoreach objectives0000000110000000700100C2006PrenticeHal
©2006 Prentice Hall 2-5 Strategy • Strategy is the means to achieve a goal. • E-business strategy • Strategy that deploys enterprise resources to reach performance objectives, competitive advantages. • E-marketing strategy • Strategy that capitalizes on information technology to reach objectives