Arnhem Business SchoolE-Marketing E-Marketing Course Outline Period 1 1-1Course IntroductionProgram 12 weeks Definitions E-Business Introduction Assignment 1-2Basics of MarketingPlanning & Strategy How does a computer work 1-3MarketingSegmentation & Targeting How does the Internet work 1-4E-BusinessStrategy& Integration Positioning 1-5E-BusinessE-Procurement 1-6E-BusinessCustomer Relationship Management

Arnhem Business SchoolE-Marketing Strategic Marketing  Strategic planning:  “The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities”

Arnhem Business SchoolE-Marketing The Planning process Analysis, Planning, Implementation and Control

Arnhem Business SchoolE-Marketing The Planning Process  Analysis  Company situation, opportunities, environmental analysis.  Planning  Decisions regarding business units, emphasis upon products and brands.  Implementation  Plans actioned  Control  Measurement and evaluation of plans and activities.  Corrective action where necessary.

Arnhem Business SchoolE-Marketing Strategic Plan Outline  Establish overall objective and mission  Organisational audit  Competitor analysis  Macro-environmental analysis  SWOT analysis  Marketing plan covering different products and brands  Operational plans

Arnhem Business SchoolE-Marketing The Mission (Statement)  A statement of the organisation’s purpose and what it wants to accomplish and should be market- oriented.  Visions guide the best missions.  A mission should be: Realistic Specific Based on distinctive competencies Motivating and inspirational

Arnhem Business SchoolE-Marketing Critical Questions for Mission Development  What Business are we in?  Use market definitions  Who are our customers?  Reseller, decision maker, buyer, user?  What are we in business for?  Profit, continuity, societal purposes, realize the vision?  What sort of business are we?  Cost leadership, differentiators, focused, stuck in the middle?

Arnhem Business SchoolE-Marketing Mission Statement Examples  Microsoft:  To enable people and businesses throughout the world to realize their full potential.  Intel:  Do a great job for our customers, employees and stockholders by being the preeminent building block supplier to the worldwide Internet economy.  Levi Strauss & Co:  People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world. (this is their vision actually)

Arnhem Business SchoolE-Marketing Strategic Objectives  Clearly defined objectives need to be formulated  Objectives should be prioritised into a hierarchy of objectives  Objectives should be measurable

Arnhem Business SchoolE-Marketing Business Goals  Goals need to be SMART  Specific  Measurable  Achievable  Realistic  Time-framed  “ Our goal is to increase our market share for our LCD TVs SBU from 12 to 18 percent within the next two years, and at the same time lowering the cost price with 25 percent”

Arnhem Business SchoolE-Marketing Strategic Audit  External Audit  Reviews the macro-environment  Internal Audit:  Examines all aspects of the company.  Michael Porter’s ‘Value Chain’ which includes ‘inbound logistics’ such as procurement, operations and production and ‘outbound logistics’ such as sales, marketing and customer service  Financial management reports Profit & Loss Statement and Balance Sheet

Arnhem Business SchoolE-Marketing The SWOT Analysis  Strengths and Weaknesses  List the most critical and grade them  Opportunities  Economic climate  Demographic changes  Market dynamics  Technology  Threats  Competitive activity  Channel pressure  Demographic changes  Politics

Arnhem Business SchoolE-Marketing Portfolio analysis  The business portfolio:  The collection of businesses and products that make up the company  Portfolio analysis:  Step 1: Analyse the current business portfolio  Step 2: Shape the future business portfolio

Arnhem Business SchoolE-Marketing The BCG Growth-share matrix

Arnhem Business SchoolE-Marketing GE’s strategic business-planning grid

Arnhem Business SchoolE-Marketing Ansoff Growth Strategies

Arnhem Business SchoolE-Marketing The Marketing Mix

Arnhem Business SchoolE-Marketing Implementation Turns marketing strategies into marketing actions with five key elements:  The action programme  The organisation structure  The company’s decision-and-reward systems  Human resources planning  The company culture

Arnhem Business SchoolE-Marketing The Control Process

Arnhem Business SchoolE-Marketing How does a computer work? 