Professional Documents
Culture Documents
E Marketing
E Marketing
E Marketing
What is E-Marketing
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.
Market-oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organisations objectives, skills and resources and its changing market opportunities.
The aim of strategic planning is to shape and reshape the companys businesses and products so that they yield target profits and growth.
environmental issues Opportunities - market and sales opportunity analysis Competitive advantage - distinctive capabilities, cost and differentiation strategies, product differentiation strategies Resource reviews Strategic fit - fitting both market opportunities and internal capabilities
There are five types of company: 1. those who make things happen 2. those who think they make things happen 3. those who watch things happen 4. those who wonder what happened, and 5. those that did not know that anything had happened
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 inwardlooking resource-based view and an outwardlooking view of market and selling opportunities it involves consideration of the interaction of three key variables: external environment, organisation goals and strategies
vision
corporate objectives
2 situation review
identify opportunities target markets product, price, promotion and distribution strategies
4 action
Implementation programme control Performance review and evaluation action: products, prices, promotion, distribution
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
suppliers
product
place
Target customer s
price
promotion
Strategic factors e.g. long-term objectives strategic time horizon product-market strategy
Marketing factors e.g. use of market research customer service product quality
Business Performance
Strategies bedrock 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
Careful assessment of these capabilities what capabilities to build analysis of opportunities choice of opportunities to address Internet website and ecommerce
Improvement in corporate identity and image Improved customer service Increased visibility among targeted segments Market expansion Online transactions Lower communication costs
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
Market structure
number of buyers and sellers product differentiation barriers to entry cost structures vertical integration diversification
Conduct pricing behaviour product strategy and advertising research and innovation plant investment legal tactics Performance production and allocative efficiency progress, full employment equity
Public Policy taxes and subsidies regulation price controls antitrust information
Planning
corporate planning
Implementing
organising
Controlling
Measuring results
implementing
action
diagnosing results
External environment
(opportunities and threats)
Business mission
SWOT Analysis
Internal environment
(strength and weaknesses analysis)
Goal formulation
Strategy formulation
Programme formulation
implementation
(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?
Environmental situation
Opportunities and threats Strategic thinking identify key issues develop strategy options Analysis resolve issues evaluate options
Competitive situation
Strengths and weaknesses
Decisions
An e-marketing strategy needs to be fully integrated into an organisations 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
THANK YOU