版權說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權,請進行舉報或認領
文檔簡介
1、e-marketing planning and strategies gary akehurst e-marketing planning and strategies “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 o
2、f strategic planning is to shape and reshape the companys businesses and products so that they yield target profits and growth”. kotler, p. (1997) marketing management, (9th ed), upper saddle river, nj: prentice hall international, p.63 e-marketing planning and strategies ncompetition - competitive
3、forces, analysing competitors nmonitoring environmental change - managing strategic environmental issues nopportunities - market and sales opportunity analysis ncompetitive advantage - distinctive capabilities, cost and differentiation strategies, product differentiation strategies nresource reviews
4、 nstrategic fit - fitting both market opportunities and internal capabilities e-marketing planning and strategies 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. tho
5、se that did not know that anything had happened e-marketing planning and strategies nwithout planning a company drifts without realising it ndrifting means the company can end up anywhere nthere is no sense of purpose, or direction nend result is usually liquidation or take-over ncash flows usually
6、become erratic e-marketing planning and strategies nplanning is essential nit gives a sense of purpose and direction nstops constant fire-fighting nstops panicking nput managers in control e-marketing planning and strategies nmarketing strategy is a series of integrated actions leading to a sustaina
7、ble competitive advantage nstrategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation nsearching for advantage involves both an inward- looking resource-based view and an outward- looking view of market and selling opportunities nit involves
8、 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 a
9、nd evaluation 1 objectives 2 situation review 3 strategies and plans 4 action strategic focus what business are we in? what business should we be in? what business should we not be in? identify opportunities target markets product, price, promotion and distribution strategies action: products, price
10、s, promotion, distribution e-marketing planning and strategies nan e-marketing strategy needs to be fully integrated into an organisations business and marketing strategies and plans nrather than have a separate e-marketing strategy it is important to have an integrated marketing plan with an e-mark
11、eting plan as a sub-set of that marketing plan e-marketing planning and strategies ne-marketing strategy as a detailed sub-set of overall marketing planning nbut also part of the investment for a new web site nand part of the investment in upgrading and extending a website e-marketing planning and s
12、trategies e s p legal-ethical technology competition other factors markets internet swot e-business strategy performance metrics e-marketing plan e-marketing strategy e-marketing mix crm environment-strategy-performance model source: strauss, el-ansary still supplier driven 3.third generation: fully
13、 interactive website, personalisation and market research information collection e-marketing planning and strategies intended strategy realised strategy deliberate strategy emergent strategy unrealised strategy deliberate and emergent strategies source: baker, m.j. (2000) marketing strategy and mana
14、gement, (3rd ed), basingstoke: macmillan e-marketing planning and strategies intended strategy desired objective unpredictable factors predictable factors course plotted source: baker, m.j. (2000) marketing strategy and management, (3rd ed), basingstoke: macmillan e-marketing planning and strategies
15、 strategic planning calls for action on: nmanaging the companys businesses as an investment portfolio (each business has a different profit potential so should allocate resources accordingly) nassessing each business by considering the markets growth rate, the companys position and fit in that marke
16、t nstrategy - each business needs to develop a game plan for achieving its long-run objectives e-marketing planning and strategies demand price elasticity substitutes rate of growth cyclical, seasonal market structure number of buyers and sellers product differentiation barriers to entry cost struct
17、ures 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 an
18、titrust information supply raw material technology product durability value/weight basic conditions the structure-conduct- performance paradigm e-marketing planning and strategies threat of new entrants bargaining power of customers threat of substitute products or services bargaining power of suppl
19、iers the industry jockeying for position among current competitors porters five forces e-marketing planning and strategies corporate planning division planning business planning product planning e-marketing planning organising implementing action measuring results diagnosing results taking correctiv
20、e action planning implementingcontrolling e-marketing planning and strategies business mission external environment (opportunities and threats) internal environment (strength and weaknesses analysis) goal formulation strategy formulation programme formulation implementation feedback and control busi
21、ness 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:
22、 doing it and asking did we get there? e-marketing planning and strategies business definition environmental situation competitive situation resources and capabilities analysis of past performance preliminary objectives opportunities and threats strengths and weaknesses specification of present stra
23、tegy strategic thinking identify key issues develop strategy options analysis resolve issues evaluate options decisions strategy performance objectives e-marketing planning and strategies corporate business planning internet marketing plan (sub-set of marketing plan) design website implement website monitor website control, review, modify source: adapted from chaffey et al (2000: 124) e-marketing planning and strategies baker, m.j. (2000) marketing strategy and management, (3rd ed), basingstoke: macmillan chaffey, d. (2002) e-business and e-commerce mana
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預覽,若沒有圖紙預覽就沒有圖紙。
- 4. 未經(jīng)權益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負責。
- 6. 下載文件中如有侵權或不適當內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準確性、安全性和完整性, 同時也不承擔用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 二零二五年度民辦學校教師教學科研獎勵聘用合同4篇
- 2025版高端汽車零部件模具定制合同4篇
- 二零二五年度企業(yè)電子商務法律風險防范合同
- 2025版砂石開采與環(huán)保治理合同3篇
- 二零二五年度人才招聘居間服務合同范本(航天行業(yè)適用)2篇
- 二零二五年度圖書館建筑裝飾工程合同范本2篇
- 3 關節(jié)置換術止血與抗凝的綜合管理
- 二零二五年度裝配式內(nèi)裝工程承包合同范本4篇
- 2025年度臨街商店攤位租賃與垃圾分類處理合同3篇
- 二零二五年度企業(yè)形象宣傳片創(chuàng)意策劃與執(zhí)行合同
- 2023-2024學年度人教版一年級語文上冊寒假作業(yè)
- 培訓如何上好一堂課
- 2024醫(yī)療銷售年度計劃
- 稅務局個人所得稅綜合所得匯算清繳
- 人教版語文1-6年級古詩詞
- 上學期高二期末語文試卷(含答案)
- 軟件運維考核指標
- 空氣動力學仿真技術:格子玻爾茲曼方法(LBM)簡介
- 中學英語教學設計PPT完整全套教學課件
- 移動商務內(nèi)容運營(吳洪貴)項目五 運營效果監(jiān)測
- 比較思想政治教育學
評論
0/150
提交評論