Online Advertising Models

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Lesson 6 E-STRATEGIES AND PLANS


What is a Small Business Entrepreneur? ďƒź

Entrepreneur n. a business man or woman of positive disposition who attempts to make profit from opportunities by risk, initiative and guidance from 2-small-business.com


SESSION OBJECTIVES    

MATCHING COMPETENCE TO OPPORTUNITY RESOURCE BASED PLANNING MATRIX COMPETENCE SELECTION E-COMMERCE PLAN CONSTRUCTION


   

DAY PROPOSED USING CAPABILITY AS SOURCE OF COMPETITIVE ADVANTAGE MORGAN AND HUNT TABLED RESOURCEADVANTAGE THEORY OF COMPETITION VARIATION IN COMPETENCE RESULTS IN DIFFERENT ROUTES TO COMPETING DISTINCTIVENESS BASED ON HOW COMPETENCIES USED TO SUPPORT DIFFERENT POSITIONINGS


FIGURE 6:1 A RESOURCE-BASED APPROACH TO E-COMMERCE PLANNING


DIMENSIONS OF: –

RELATIVE RESOURCE COSTS (COSTS LOWER OR HIGHER

THAN COMPETITION) PERCEIVED VALUE TO CUSTOMER

ASSESS FACTORS INFLUENCING CUSTOMER VALUE; EXAMPLES: – – – – –

PRODUCT PERFORMANCE RANGE OF BENEFITS LEVEL OF SERVICE PRICE INFORMATION AVAILABILITY


ASSESS FACTORS IMPACTING RELATIVE COSTS; EXAMPLES: – – – – –

  

COST OF PRODUCTION RAW MATERIALS EMPLOYEE PRODUCTIVITY DISTRIBUTION FIXED ASSETS

RATE ON SIMPLE SCALE OF 1-10 USE SCORES TO ENTER ON RESOURCEADVANTAGE PLANNING MATRIX (RAM) GENERATES NINE ALTERNATIVE OPTIONS


FIGURE 6:2 A RESOURCE-ADVANTAGE PLANNING MATRIX


FIGURE 6:3 THE BRYMOR RAM ANALYSIS


PORTER VALUE CHAIN SUGGESTS SOURCE OF 5 CORE PROCESSES: – – – – –

INBOUND LOGISTICS PROCESS OPERATIONS OUTBOUND LOGISTICS MARKETING CUSTOMER SERVICE

AND / OR 4 SUPPORT COMPETENCIES OF: – – – –

MANAGEMENT CAPABILITY HRM PRACTICES TECHNOLOGY PROCUREMENT


FIGURE 6:4 A VALUE CHAIN MODEL


E-PLAN STRUCTURE          

SITUATION REVIEW SWOT KEY ISSUES FUTURE OBJECTIVES STRATEGY MARKETING MIX ACTION PLAN FINANCIAL FORECAST CONTROL SYSTEM CONTINGENCY PLAN


INTERNATIONAL IMPLICATIONS    

WEB-SITE OFFERS GLOBAL REACH ISSUE OF WHETHER FIRM CAN SERVICE OVERSEAS MARKETS U.S. SITES OFTEN OFFER LOW PRICE GOODS SAVINGS OFTEN DISAPPEAR UPON ADDING LOGISTIC COSTS AND DUTIES


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WEB-SITE USUALLY NEEDS OVERSEAS DISTRIBUTION OPERATIONS FORRESTER RESEARCH ESTIMATE ONLY 10% OF COMPANIES ABLE TO SUPPORT INTERNATIONAL OPERATIONS LESS OF PROBLEM IN B2B MARKETS BECAUSE HIGH VALUE OF INDIVIDUAL ORDERS


Reasons to join2-small-business.com To get FREE marketing content  To become an Entrepreneur  To get these benefits  To get discounts on our services  To get FREE software 


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