Marketing Strategy in the Digital Age: Exploiting E-Commerce in Your Business

by Daniel, Elizabeth; Wilson, Hugh; McDonald, Malcolm; Ward, John

• ISBN13: 9780273654797
• ISBN10: 0273654799
• Format: Paperback
• Copyright: 2001-10-01
• Publisher: Trans-Atlantic Pubns

Summary

With the dotcom bubble well and truly burst, it is clear that to conduct successful business online you need an effective e-business strategy. This report shows you how to develop, design, implement and measure your e-commerce strategy. It guides you through the entire cycle from the identification of options, through prioritisation and implementation to measurement and review. Each stage contains tools and frameworks you can use to develop your own strategy or to clarify an existing strategy. By introducing the concept of value gap analysis to each stage of the sale the authors show how to identify areas where e-commerce solutions can make a real impact in both B2B and B2C transactions. The report is based on extensive research and features best practice case studies from leading companies so that you can benefit from their experience. Contents include: Overview of strategy development process Context and positioning Market value analysis Market vision Prioritisation and selection Measurement of electronic commerce Case studies

Table of Contents

List of figures	x
List of tables	xii
Series introduction	xiii
Acknowledgements	xiv
Executive summary	xvii
Introduction	1	(8)
How to use the strategy development process	4	(1)
Report structure	5	(1)
Definition of e-commerce	5	(1)
Research method	6	(3)
Overview of Strategy Development Process	9	(4)
Context and Positioning	13	(14)
Overview	15	(1)
Market definition	15	(3)
Competitive forces analysis	18	(2)
Dimensions of competence	20	(1)
Serving distributors at Schweppes SA, Spain	21	(2)
The e-marketing mix	23	(4)
Market Value Analysis	27	(14)
Overview	29	(1)
Market mapping and external value chain analysis	30	(3)
Financial services current market mapping	33	(2)
Value gap analysis	35	(2)
Internal value chain analysis	37	(2)
Value curve	39	(2)
Market Vision	41	(10)
Overview	43	(1)
Reconfigured market map	44	(3)
Financial services future market map	47	(4)
Prioritization and Selection	51	(10)
Overview	53	(1)
Directional policy matrix	54	(1)
Competency matrix	55	(2)
Dependency matrix	57	(1)
Diffusion of innovation	58	(3)
Change Management	61	(12)
Overview	63	(1)
Applications portfolio	63	(2)
Bacon & Woodrow ONLINE!	65	(2)
Benefits dependency network	67	(2)
Business-to-business opportunities for a greetings card publisher	69	(4)
Measurement of electronic commerce	73	(12)
Overview	75	(1)
Development of key questions	76	(3)
Design of measures	79	(1)
Implementation of measures	80	(1)
Use of measures	81	(1)
Sales conversion on the Web	82	(3)
Conclusions	85	(4)
Case Studies	89	(28)
Serving distributors at Schweppes SA, Spain	91	(2)
Business-to-business opportunities in a card publisher	93	(2)
e-Commerce strategy development for Yelo Ltd	95	(5)
Bacon & Woodrow ONLINE!	100	(5)
Arjo Wiggins/RS Components e-procurement trial	105	(7)
Identifying routes to market at SmithKline Beecham	112	(5)
Worksheets for strategy tools	117	(10)
References	127