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C2: Online Marketplaces Analysis: Microenvirontment - Coggle Diagram
C2: Online Marketplaces Analysis: Microenvirontment
Situation Analysis
Collection and review of
information
about an o
rganization’s external and internal resources
and processes in order to refine its strategy
Customer
Marketplace Analysis
Competitors
Macro-environment
Internal Review
DM Environment
Micro-environtment
the operating environment and focuses on the players that shape the
immediate trading environmen
t.
Suppliers
Key issues include the effect of suppliers on
product price, availability and features
Competitors
Competitor analysis
Competitors Benchmarking
A
structured analysis
of the online services, capabilities and performance of an organization within the areas of customer acquisition, conversion, retention and growth
a way of determining the
best
processes, strategies, and techniques for achieving your business goals
via a set of metrics.
SWOT Analysis
strategic planning technique
used to help a person or organization identify strengths, weaknesses, opportunities, and threats
Porter's Five Competitive Forces
an important tool for understanding the
main competitive forces
at work in an industry.
Buyer Bargain power
The strength of customers to drive down company’s prices
1 more item...
Threat of substitutions
The greatest threat occur
where digital product/service fulfillment can occur over the Internet
- semuanya boleh didapati dihujung jari
1 more item...
Supplier Bargain Power
Refers to the
pressure
that suppliers can put on companies by
raising their prices, lowering their quality, or reducing the availability of their produc
ts
Threats of new Entrants
the threat n
ew competitors pose
to existing competitors in an industry
Intensity of rivalry
The extent to which firms within an industry
put pressure
on one another and
limit
each other's
profit potential.
Intermediaries
Marketing intermediaries
are firms that can help a company to p
romote, sell and distribute
its products or services.
Online intermediary
sites provide
information
about destination sites and are a means of
connecting Internet users with product information.
Customers
Customer behaviour Analysis
Demand analysis
the potential and
actual volume of visitors
to an online presence and the extent to which prospects
convert to tactical and strategic outcomes
- kena aware faktor yg mempengaruhi customer untuk guna digital services
Assessing demand (menilai)
1.Have access to the digital channel
2.Use specific online services that may affect the purchase decision.
3.Are influenced by using the digital channel but purchase using another channel.
Purchase or use other services using the digital channel.
Digital Consumer Behavio
r
a marketer wants to
understand the needs
, characteristics and digital experiences or behaviors of target consumers. These variables are often collectively referred to as customer insight
Find information first, refer to a multiplicity of sources to find information that will inform their final purchasing decision,
EX: brand websites, social media, review sites, traditional print media and personal recommendations
Customer characteristic
Demographic Variables
Age, gender, race, income level, education
Psychographic and Behavioural Variables
Consumer’s perceptions, beliefs, attitudes
Consumer Personas
fictional
profiles that represent
a particular target audience – “thumbnail”
summary of the characteristics, needs, motivations
and environment of typical website users
Macro-enviroment
external forces that can significantly affect success.
International
society
Country
Technology
New Channel Structure
Channel structure
s describe the
way
a manufacturer or selling organization delivers products and services to its customers.
Disintermediation
-pengantaraan
The
removal of intermediaries
such as distributors or brokers that formerly linked a company to its customers
Occurs because the
Internet offers a means of bypassing
some of the channel partners.
direct kepada pelanggan
Reintermediation- pengantaraan semula
The creation of
new intermediaries
between customers and suppliers
providing services
such as supplier search and product evaluation.
Purchasers of products still require assistance