Lesson 6 E-STRATEGIES AND PLANS
What is a Small Business Entrepreneur? ďƒź
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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
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
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