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E-commerce Strategies for Business Markets

This chapter explores the various aspects of e-commerce, including its history, types, and strategic role in business. It also discusses crafting an e-commerce strategy and implementing it effectively, considering customers, markets, competitive threats, and infrastructure.

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E-commerce Strategies for Business Markets

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  1. E-commerce Strategies for Business Markets Chapter 13

  2. E-commerce • “involves business communication and transmissions over networks and through computers, specifically the buying and selling of goods and services, and the transfer of funds through digital communications.” • What’s the big deal? • Perspectives • Communications • Business • Service • Online

  3. Key Elements Supporting E-commerce • Internet • History • Intranet • “Internal Internets” • What do they do? • Extranet • Business partners

  4. Types of E-commerce • Interorganizational E-commerce • Supplier management • Inventory management • Distribution management • Channel management • Payment management • Intraorganizational E-commerce • Workgroup communications • Electronic publishing • Sales force productivity • Business-to-Consumer E-commerce • Product information • Sales • Service • Payment • Marketing research

  5. The Strategic Role of E-commerce • What can it do? • Communication device with customers • Alternative distribution channel • Valuable medium for delivering services • Tool for gathering marketing research data • Method for supply chain integration • Extends reach • Integrate into day-to-day

  6. The Strategic Role of E-commerce • Internet can cause some companies to fail • How? • Internet should complement existing technology • Porter’s take

  7. The Strategic Role of E-commerce • What else can it do? • Enhance customer focus, responsiveness, and relationships • Reduces transaction costs • Integration into supply chain • Focus on core business • Access global markets

  8. Crafting an E-commerce Strategy • Look at: • Customers and markets • Competitive threats • People and infrastructure • Sources and operations • Delineating Objectives • Synchronize with strategy

  9. Target a specific market Build recognition of company name Convey a cutting edge image Conduct market research Interact with existing customers Real-time information about customers, products, etc. Sell products and services Sell more efficiently Advertise in a new medium Generate leads Provide customer service medium Build strong relationships Crafting an E-commerce Strategy

  10. Internet Strategy Implementation • Internet Product • Website • Successful design • Internet catalogs • Reverse auctions • Channel Considerations • Automated services • Effect on Current Intermediaries • Disintermediation • Can be a cheap method of distribution

  11. Internet Strategy Implementation • Internet Pricing • Impact of new markets • Real-time advantages • Levels • Online information • Database publishing • Customer self-service • Transactions

  12. Internet Strategy Implementation • Internet Promotions • Meet Customer Requirements • Complements personal selling • Role of sales force • Other promotions

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