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

2. 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

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

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

5. 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

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

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

8. 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

9. 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

10. 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

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

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

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

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

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

16. 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

17. 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

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

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

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

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

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

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

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

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

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

27. 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

28. 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

29. 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

30. 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