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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 of
2、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,Competition-competitive forces,analysi
3、ng competitorsMonitoring environmental change-managing strategic environmental issuesOpportunities-market and sales opportunity analysisCompetitive advantage-distinctive capabilities,cost and differentiation strategies,product differentiation strategiesResource reviewsStrategic fit-fitting both mark
4、et 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 happene
5、d,E-Marketing Planning and Strategies,Without planning a company drifts without realising itDrifting means the company can end up anywhereThere is no sense of purpose,or directionEnd result is usually liquidation or take-overCash flows usually become erratic,E-Marketing Planning and Strategies,Plann
6、ing is essentialIt gives a sense of purpose and directionStops constant fire-fightingStops panickingPut managers in control,E-Marketing Planning and Strategies,marketing strategy is a series of integrated actions leading to a sustainable competitive advantagestrategic marketing seeks to secure and m
7、aintain competitive advantage in order to meet the goals of the organisationsearching for advantage involves both an inward-looking resource-based view and an outward-looking view of market and selling opportunitiesit involves consideration of the interaction of three key variables:external environm
8、ent,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 objectives2 situation review3 strategies and plans4 action,S
9、trategic Focuswhat business are we in?what business should we be in?what business should we not be in?identify opportunitiestarget marketsproduct,price,promotion anddistribution strategiesaction:products,prices,promotion,distribution,E-Marketing Planning and Strategies,An e-marketing strategy needs
10、to be fully integrated into an organisations business and marketing strategies and plansRather 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,E-Marketing Planning and Strategies,E-marketing s
11、trategy as a detailed sub-set of overall marketing planningBut also part of the investment for a new web siteAnd part of the investment in upgrading and extending a website,E-Marketing Planning and Strategies,E,S,P,Legal-ethicalTechnologyCompetitionOther factors,markets,internet,SWOT,E-business stra
12、tegy,Performance metrics,E-marketing plan,E-marketing strategy,E-marketing mixCRM,Environment-strategy-performance model,Source:Strauss,El-Ansary&Frost(2006:23),E-Marketing Planning and Strategies,Environmental Influencesbroad environmental variables:economy,technology,societyindustry variables:indu
13、stry structure,lifecycle,specific technology,structure of competition,strategies and performancemarket variables:lifecycle,segment structure,demand influences,purchase size and frequency,E-Marketing Planning and Strategies,Goals(Objectives)sustainable competitive advantage as a means to sales,market
14、 share,profit and other objectives to satisfy stakeholders,E-Marketing Planning and Strategies,PURPOSEwhy the company exists,VALUESwhat the company believes in,STRATEGYcompetitiveposition and distinctivecompetence,STANDARDS AND BEHAVIOURSpolicies and behaviour patternsunderpinning the distinctivecom
15、petence and value system,The Ashridge Mission Model,E-Marketing Planning and Strategies,Target customers,suppliers,Marketing and salesintermediaries,publics,competitors,promotion,product,place,price,Demographic/economicenvironmentPolitical/legalenvironment,Technical/physicalenvironmentSocial/cultura
16、lenvironment,Marketing and sales information system,Marketing organisation and implementationsystem,Marketing planning system,Marketing&salesorganisation system,Factors influencing company marketing strategies,publics,E-Marketing Planning and Strategies,Environmental factorse.g.rate of technological
17、 changenature of competitionintensity of competition,Strategic factorse.g.long-term objectivesstrategic time horizonproduct-market strategy,Managerial municationattitudesleadership style,Organisational factorse.g.sizestructurecultureinnovation capability,Marketing factorse.g.use of market researchcu
18、stomer serviceproduct quality,Business Performance,Source:after Baker&Hart(1989),Factors influencingcompetitivesuccess,E-Marketing Planning and Strategies,Strategiesbedrock strategy-to build and sustain capabilities of reputation,know-how,relationships,physical resourcesthen determine strategies to
19、transform these into positional advantage vis a vis competitorsmust derive strategies for market positioning in the chosen target segmentshave strategies to deliver continuing customer satisfaction,E-Marketing Planning and Strategies,Organisation capabilities,Used to create value for customers,Provi
20、de customers with desired benefits,Careful assessment of these capabilitieswhat capabilities to buildanalysis of opportunitieschoice of opportunities to address,Value creation for customers,Internet website and e-commerce,E-Marketing Planning and Strategies,Creating value for customerssurest way of
21、gaining and keeping competitive advantage is to create better value for customerscustomer come back for more and a long-term customer relationship developsThe internet and development of e-commerce offers great opportunities for creating value for customers,E-Marketing Planning and Strategies,value-
22、defining processes influenced by e-marketingmarket sensing to understand what customers value(what benefits buying)assess what the organisation creates from a customer perspective value-developing processes influenced by e-marketingwhat creates customer value in the value chain?how can customer valu
23、e 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-marketingcan the product or service be better delivered?can it be made available at better times in be
24、tter locations?Value-maintaining processes influenced by e-marketingcustomer linking,channel bonding,managing brand equity,E-Marketing Planning and Strategies,But customer expectations changewhat customers consider excellent value today will probably be average value tomorrowcustomers are increasing
25、ly demandingthis is exacerbated by competitors who see advantage in meeting these higher demandsother companies develop product and service enhancements which set new expectation standardschange is endemic and built-in to most marketstherefore,there is a need to continuously monitor and adapt,E-Mark
26、eting Planning and Strategies,Potential benefits of an Internet site:Improvement in corporate identity and imageImproved customer serviceIncreased visibility among targeted segmentsMarket expansionOnline transactionsLower communication costsSource:Sterne(1999),E-Marketing Planning and Strategies,Web
27、site generations:First generation:static electronic brochures,supplier broadcasting to many potential and existing customersSecond generation:interactive website,with product stock availability,FAQs and pricing information;still supplier drivenThird generation:fully interactive website,personalisati
28、on 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 management,(3rd Ed),Basingstoke:Macmillan,E
29、-Marketing Planning and Strategies,Intended strategy,Desired objective,Unpredictablefactors,Predictablefactors,Courseplotted,Source:Baker,M.J.(2000)Marketing strategy and management,(3rd ed),Basingstoke:Macmillan,E-Marketing Planning and Strategies,Strategic planning calls for action on:managing the
30、 companys businesses as an investment portfolio(each business has a different profit potential so should allocate resources accordingly)assessing each business by considering the markets growth rate,the companys position and fit in that marketstrategy-each business needs to develop a game plan for a
31、chieving its long-run objectives,E-Marketing Planning and Strategies,Demandprice elasticitysubstitutesrate of growthcyclical,seasonal,Market structurenumber of buyers and sellersproduct differentiationbarriers to entrycost structuresvertical integrationdiversification,Conductpricing behaviourproduct
32、 strategy and advertisingresearch and innovationplant investmentlegal tactics,Performanceproduction and allocative efficiencyprogress,full employmentequity,Public Policytaxes and subsidiesregulationprice controlsantitrustinformation,Supplyraw materialtechnologyproduct durabilityvalue/weight,Basic Co
33、nditions,The structure-conduct-performance paradigm,E-Marketing Planning and Strategies,Threat ofnew entrants,Bargaining power of customers,Threat of substituteproducts or services,Bargaining powerof suppliers,The industryjockeying forposition amongcurrentcompetitors,Porters fiveforces,E-Marketing P
34、lanning and Strategies,corporate planningdivision planningbusiness planningproduct planningE-marketing planning,organisingimplementingaction,Measuring resultsdiagnosing resultstaking corrective action,Planning ImplementingControlling,E-Marketing Planning and Strategies,Business mission,External envi
35、ronment(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,Objectives:what business do
36、we want to be in?(where do we want to be?)Situation Review:where are we now?Strategies,Tactics and Plans:how do we get there?,how do we exactly get there?Action and Control:doing it and asking did we get there?,E-Marketing Planning and Strategies,Business definition,Environmental situation,Competiti
37、ve situation,Resources and capabilities,Analysis of past performance,Preliminary objectives,Opportunities and threats,Strengths and weaknesses,Specification of present strategy,Strategic thinkingidentify key issuesdevelop strategy options,Analysisresolve issuesevaluate options,Decisionsstrategyperfo
38、rmance 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)
39、Marketing strategy and management,(3rd ed),Basingstoke:MacmillanChaffey,D.(2002)E-business and e-commerce management,Harlow:Financial Times Prentice Hall,Chapter 5:E-Business Strategy and Chapter 8:E-MarketingChaffey,D.,Mayer,R.,Johnston,K.&Ellis-Chadwick,F.(2003).Internet marketing.(second edition)
40、.London:Pearson Education.Chapter 4:Internet Marketing Strategy(third edition 2006)Chaston,I.(2001)E-marketing strategy,London:McGraw-HillKotler,P.(1997)Marketing management,(9th edition),Upper Saddle River,NJ:Prentice Hall InternationalSterne,J.(1999)World wide web marketing(2nd ed),New York:John WileyStrauss,J.and R.Frost(2001)E-marketing,Upper Saddle River,NJ:Prentice Hall,Chapter 8:The E-Marketing PlanStrauss,J.,El-Ansary,A.and R.Frost(2006)E-marketing,(4th ed),Upper Saddle River,NJ:Prentice Hall,Chapter 3:The E-Marketing Plan,
