1. Company Three By: Jeffery T. Pelletier 12/03/2004

2. Company 3  Background – Strategic Business Unit.  Distributor – Manufactures hardware products.  Struggles with identity crisis.  Targeted for potential divestment from the larger corporation because of low market share.  More localized type of business than it’s competitors. (Customer based) The GE model of business.The GE model of business.  Believed in old fashioned Brick and Mortar approach. Competitors ate them up with the new direct sales strategy.Competitors ate them up with the new direct sales strategy.  Got left out when competitors went to Internet advertising and sales. Companies corporate headquarters got the disturbing data.Companies corporate headquarters got the disturbing data.

3. Company 3 Market Share

4. Company 3 Plan to Succeed  Intensive Growth Option Selling more products to existing customers and luring previous customers back.Selling more products to existing customers and luring previous customers back. Also develop new markets for existing products. (Increase market share and Revenue)Also develop new markets for existing products. (Increase market share and Revenue)

5. Business Mission  SWOT Analysis Set objective from goals:Set objective from goals:  1. Set up new customer service and new sales distribution that is no longer brick and mortar.  2. Improve market share by 12 percent over 18 months  3. Technological advances that exceed competition.  4. Leverage brand strength to do this.  5. Develop alliances with store management.  6. Identify and enter new markets for existing products.  7. Increase sales to existing customers through new sales and service channels.

6. E-business Marketing Goals and Strategies  1. E-commerce – Differentiate with competitors Website by using encrypted account numbers to ensure security.  2. Business Intelligence – Helped scale the success of the Website.  3. CRM – Customer feedback and encouragement to use electronic orders.  4. SCM – Password protected Website for its suppliers. Increased order fulfillment time by 60%.  5. Enterprise Resource Management – Employees could keep track of benefits online and office supplies could be ordered with ease.

7. Primary Stakeholders  Customers  Employees  Suppliers?

8. Value Bubble  Use of CSS, JavaScript, XML, and JavaServer Pages  Servlets were used to stay in memory of the server once they were launched to decrease customer time to load pages.  Attracting Phase – (4 Parts) 1. In store computer which encouraged customers to make first online transaction there.1. In store computer which encouraged customers to make first online transaction there. 2. Direct Mail. Bought customer lists and sent emails to promote their site.2. Direct Mail. Bought customer lists and sent emails to promote their site. 3. 15% off next online order after making their first online purchase.3. 15% off next online order after making their first online purchase. 4. Advertised the site in trade journals.4. Advertised the site in trade journals.

9. Value Bubble  Engaging Phase: Online services competitors failed to implement. This built customer loyalty. 1. Design software for type of project desired1. Design software for type of project desired 2. Online network to interact with other customers.2. Online network to interact with other customers. 3. Free auction software users could download and use in their own business.3. Free auction software users could download and use in their own business.

10. Engaging Technologies  Using Virtual Reality for customers to choose things like lighting and view their desired room in a 360 degree image. Drop down menu of options from things like Retail Stores to Offices to Restaurants to Hotel Guest Rooms.Drop down menu of options from things like Retail Stores to Offices to Restaurants to Hotel Guest Rooms.

11. Retaining  Done by continuously adding new and different technologies and services.  Also by enhancing older ones.  Measured these changes with a pop up survey on the Website.

12. Learn Technology  Gauge customer behavior from log- on and account information from purchases.  Use of cookies.  Use of database storage.

13. Relate Technologies  Use of PDAs to create purchasing lists.  This reduces purchasing costs.

14. Summary  Success? Highly likely.Highly likely. Finally made right step into E-commerce environment.Finally made right step into E-commerce environment. Eliminated conflicts with shipping and makes company a viable contender with its competitors once again.Eliminated conflicts with shipping and makes company a viable contender with its competitors once again. Question.Question.