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TOPIC 2: MARKET PLACE ANALYSIS CH2 (MARKET PLACE CHANNEL STRUCTURES…
TOPIC 2: MARKET PLACE ANALYSIS CH2
MARKETSPACE
DEFINITION
: Area of actual or potential commercial value in which company intends to operate online
text
Analysis of the online marketplace is a key part of developing a long-term e-business plan or creating a short-term digital marketing campaign
All organizations operate within an environment that influences the way in which they conduct business.
ENVIRONMENT
All organizations operate within an environment that influences the way in which they conduct business.
ONLINE MARKET PLACE ANALAYSI
SITUATION ANALYSIS
IT INCLUDES:
knowledge OF OPPORTUNITIES AND THREATS
Understanding the organisations environment
continually monitoring this environment
DEF
: methods used by managers to analyse organisations internal and external environment to understand the org/s capabilities, customers, business and environment
Organisations must HAVE STRATEGIC AGILITY
IT helps to define the main types of online presence part of a click ecosytem
ONline market place map
helps to understand and summarize the online linkages between online businesses and traffic flows
shows the relative importance of different online intermediaries in the marketplace and the flow of clicks
ELEMENTS
: Customer segments, Search intermediaries, Intermediaries, influencers, and media Destination sites
DIGITAL BUSINESS ENVIRONMENT
MICRO
Organisation
Customers
Supliers
Intermediaries
MACRO
International, Society(Pubic opinion, Moral constraints, ethical constraints), Technology, Country (economic, legal, cultural factors)
MARKET PLACE CHANNEL STRUCTURES
DEF
:describe the way a manufacturer or selling organization
delivers products and services to its customers.
A distribution channel will consist of one or more intermediaries such as wholesalers and
retailers
See figure 2.5 on slide 25
Disntermediation / reintermediation
or simply cutting out the middleman. For example, a music company can distribute digital tracks directly to sites such as itunes and napster, a major change to the channel strategy which has closed many stores. Bands can also bypass retailers and sell direct.
Diagrams important
The relationship between a business and its channel partners can be changed drastically by the opportunities the internet provides.