Chapter 4 building inclusive e-markets
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This document discusses factors to consider when analyzing the environment for e-marketing globally and competitively. It outlines aspects of the internal environment, external micro and macro environments, Porter's five competitive forces, market opportunity analysis, and factors affecting e-marketing. Key considerations include value systems, management structure, suppliers, customers, competitors, technology readiness, internet infrastructure issues, and the digital divide between developed and developing markets.
Chapter 4 building inclusive e-markets
- 1. E-MARKETING, 6TH EDITION JUDY STRAUSS AND RAYMOND FROST Chapter 4 - Building Inclusive E-Markets
- 2. Overview of Global E-Marketing Issues Internal Environment Value System Mission and Objectives Management Structure and Nature Internal Power Relationships Human Resources Company Image and Brand Equity Miscellaneous Factors (Physical assets, R & D and Technological Capabilities, etc.) External Environment Micro Environment Macro Environment
- 3. E-Business Environment Micro Environment Suppliers Customers Competitors Marketing Intermediaries Financers Publics Macro Environment PEST Analysis Global Environment Economic Condition Developed, Emerging, Least Developed Countries (LDC) Country Orientation Capitalist, Communist, Republic
- 4. Competitive Analysis: Porter’s Five Forces Rivalry among existing firms No. of firms and their relative market share, strength etc. State of growth of industry Fixed or storage cost Invisibility of capacity augmentation Product standardization Switching costs Threat of Substitutes Counterfeit products
- 5. Competitive Analysis: Porter’s Five Forces Bargaining power of suppliers Extent of concentration and domination in the supplier industry Importance of the product to the buyer Importance of the buyer to the supplier Switching costs Extant of differentiation and standardization of the product Potential for forward integration by suppliers Bargaining power of buyers The volume of purchase relative to the total sale of the seller The importance of the product to the buyer in terms of the total cost Extant of differentiation and standardization of the product Switching costs Potential for backward integration by buyer Importance of the industry’s product w.r.t. the quality of the buyer’s product Extent of buyer information
- 6. Competitive Analysis: Porter’s Five Forces Threat of New Entrants Government policy Economics of scale Cost disadvantages independent of scale Product differentiation Monopoly element Capital requirement
- 7. Market Opportunity Analysis Market share Vs. Market penetration Stage of PLC Complementary products IT accessibility and affordability Usage innovation Market Similarity Different versions of website Product differences Payment Issues Perceived Risk Fraud and Phishing/web-spoofing
- 8. Factors Affecting E-Marketing Technology readiness Discomfort, Insecurity, Innovativeness, Optimism Internet connection costs Connection speed Electricity issues Digital Divide Concept of missed calls Mobile payments EMI financing Mobile SMS / Apps