Strategy and Applications E-commerce Lecture 4 Strategy and Applications E-commerce COM380

E-commerce Strategy Objectives By the end of the lecture students should: Understand alternative strategic approaches for e-business Appreciate appropriate strategy process model Understand the tools which generate e-business strategies E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Strategic evaluation Strategic objectives Strategy definition Strategy implementation E-commerce COM380

E-business strategy E-commerce Strategy Corporate strategy Business unit strategy Operational strategies Functional strategies E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Internal/external environment Statement of vision and objectives Strategy development Strategy implementation Monitor effectiveness E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Initiation Diagnosis Breakout Transition Monitor effectiveness E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Planning horizon Planning cycles Power base Core focus E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Ten step e-marketing plan Situation review SWOT analysis Summary of key issues Statement of future objectives E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Strategy to achieve them Marketing mix for delivering strategy Action plan Financial forecasts Control systems Contingency plans E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model What is your strategic vision? How do you govern dot-com operations? How do you allocate key resources? What is your operating infrastructure? Is your management team aligned for the dot-com agenda? E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Technology Service Market Brand E-commerce COM380

Strategy process model E-commerce Strategy Strategy process model Leadership Infrastructure Organisational learning E-commerce COM380

Prescriptive strategy Emergent strategy E-commerce Strategy E-business strategy Prescriptive strategy Emergent strategy E-commerce COM380

E-commerce Strategy E-business strategy Situation analysis Strategic objectives Implementation E-commerce COM380

Resource and process analysis E-commerce Strategy Resource and process analysis Resource analysis Stage models of e-business development E-commerce COM380

E-business development E-commerce Strategy E-business development No web site or presence Basic web presence Simple static information site Simple interactive site Interactive site Fully interactive site E-commerce COM380

E-business development E-commerce Strategy E-business development Transaction e-commerce site Service-oriented relationship building web site Brand building site Portal site E-commerce COM380

E-commerce Strategy Process analysis Application portfolio analysis Organisational and IS SWOT Analysis E-commerce COM380

E-commerce Strategy Resource analysis Human resources Financial resources E-commerce COM380

Competitive environment analysis E-commerce Strategy Competitive environment analysis Demand analysis E-commerce COM380

E-commerce Strategy Competitive threats New e-commerce entrants New digital products New business models E-commerce COM380

E-commerce Strategy Sell-side threats Customer power and knowledge Power of intermediaries E-commerce COM380

E-commerce Strategy Buy-side threats Power of suppliers Power of intermediaries E-commerce COM380

E-commerce Strategy Competitor analysis Resource-advantage mapping Core competencies Customer value E-commerce COM380

E-commerce Strategy Strategic objectives Defining vision and mission Relevance Change Value People E-commerce COM380

E-commerce Strategy Objective setting Online revenue contribution Balanced scorecard E-commerce COM380

E-commerce Strategy Strategy definition E-business priorities Restructuring Business and revenue models Marketplace Restructuring Market and product development strategies Positioning and differentiation strategies E-commerce COM380

Strategic implementation E-commerce Strategy Strategic implementation Business alignment IS strategy Business impacting IS strategy Elements of IS strategy Business information strategy IS functionality strategy IS/IT strategy E-commerce COM380

E-commerce Strategy Investment appraisal Overall levels of spending on information to support e-business Decisions about which business applications to invest in (portfolio analysis) Assessment if the cost/benefit for individual applications Productivity paradox E-commerce COM380

Introduction to E-commerce Objectives Understand alternative strategic approaches for e-business Appreciate appropriate strategy process model Understand the tools which generate e-business strategies E-commerce COM380