1. E-Marketing Plan (網路行銷企劃)
Legal -
Ethical
Technology
Internet E
Competition
Other factors
Markets
SWOT E-
Business S
Strategy/
Model E -
Marketing
Implementation
Strategy
Marketing Mix/CRM P
Performance Metrics

2. 1. The Playboy Story 1990s: A plan to add multimedia content channels.
After years of declining circulation and revenues.
Channels include: cable TV, digital media, videos, and the Internet to its magazine format.
Playboy TV: sexy entertainment for couples.
Playboy web site: take full advantage of the interactivity and multimedia carrying capabilities.

3. The Playboy Story
(1) Based on a thorough understanding of the firm’s assets.
A strong brand,
A base of 4.5 million readers,
Extensive editorial (龐大的編輯),
Advertising sales experience,
The Playboy bunnies (兔女郎).
(2) Goal: Diversify (多角化) the business.

4. The Playboy Story (3) A marketing plan for generating revenues from:
Advertising. Entice (慫恿) traditional advertisers to extend their magazine reach to new online markets.
E-Commerce: Sell Playboy-brand items online.
Online gaming. Displays horse races, sends s to notify, and provides betting tips (賭金) from popular Playboy Bunnies.
Online events. Users can join the Cyber Club for $ a year and view behind-the-scenes (幕後花絮) content.
(4) Evaluation
Is still losing money, but less than magazine industry average.
Bet on online gaming to draw future revenues.

5. 2. E-Business Plan SWOT, Objective, and Metric
Opportunities
Threats 1.
Hispanic (拉丁美洲) markets growing
and untapped (尚未開發) in our industry. 2.
Save postage (郵資) costs through
marketing.
1. Pending (懸而未決) security law means
costly software upgrades.
2. Competitor X is aggressively using e-
commerce.
Strengths
Weaknesses
Strong customer service department.
Excellent Web site and database
system.
Low tech corporate culture
Seasonal business: peak (尖峰) is summer
months.
E-business Goal:
Initiate e-commerce in within one year.
Metric:
Generate $500,000 in revenues from e-commerce during the first year.

6. Step 1: Situation Analysis
Review:
The firm’s environmental and SWOT analyses.
The existing marketing plan and any other information that can be obtained about the company and its brands.
The firm’s e-business objectives, strategies, and performance metrics.

7. SWOT Analysis Opportunity/ Threat Strength/ Weakness
The competition and looks at external environment
法律/政治、科技環境、使用者趨勢、全球市場…
Strength/ Weakness
The company’s internal capability

8. Key Internal Capabilities for E- Business (Adapted from Kalakota & Robinson, 1999)
Internal Capability
Examples
Customer interactions
Customer service, distribution channels
Production and fulfillment
SCM, production scheduling, inventory management
People
Culture, skills, knowledge management, leadership
Technology
ERP systems, legacy applications, networks, Web site, security, IT skills
Core infrastructure
Financial systems, R&D, HR

9. SWOT Example: Amazon.com
Strength
A smart and talented team that stayed focused and learned what it didn’t know.
Weakness
No experience in:
Selling books
Processing credit card transactions
Boxing books for shipment (原本在地板上打包，後來才訂做專用的工作桌)
Opportunity
To sell online.
Threat
A full-scale push by one of the large bookstore chains to claim the online market. (大型連鎖 書店Barnes&Noble宣稱要進入網路市場)

10. Step 2: Link E-Business with E-Marketing Strategy
Create supporting e-marketing strategy for the e-business goals.
Tier 1 tasks
Targeting
Differentiation
Segmentation
Positioning
E-Marketing Strategy
Offer
Tier 2 tasks
Value
Communication
Distribution

11. Create supporting e-marketing strategy for the e-business goals
Tier 1 strategy
segmentation, targeting strategies
differentiation, positioning strategies
Tier 2 strategy: 4P’s and relationship management
offer (product) strategies
value (pricing) strategies
distribution (place) strategies
communication (promotion) strategies

12. Step 3: Budgeting Forecast revenues. Evaluate costs.
include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees.
Evaluate costs.
employees, hardware, software, web site…
Identify the expected returns from an investment.
Determine whether the effort is worthwhile.
Cost/benefit analysis, ROI (投資報酬率) calculation…