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Strategic Management

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ë siness Model and Strategies in


the Internet Era
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Ôèacility to organization to reach the best
s pplier by increasing efficiency and
red cing cost.
Ôèacility to indentify foreign s pplier &
then involved him in s pply chain.
ÔS pplier have wide access to b yers in
online b siness.
ÔEliminating diffic lt process of E-mail and
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Dther strategy-
strategy-shaping feat res of
internet technology
ÔThe internet is a force globalizing
competition and expending the
geographic arena in which firms have a
market presence. A company·s Web store
is open to b yers all over the world.
ÔE-commerce
ÔLang age
ÔShipping expense
Ôëest S ppliers
Dther strategy-
strategy-shaping feat res of
internet technology
Ô Internet and PC technology are advancing at
ncertain speeds and in nexpected
directions. A few years ago , ëoth Intel and
Microsoft were foc sing all their energies on
boosting the performance and capabilities of
PCs and expanding the role of PCs as a
m ltif nctional appliance in both b siness
and ho seholds.
Ô Iomega·s Zip
Ô Hard Drives
Ô ëroadband
Dther strategy-
strategy-shaping feat res of
internet technology

| Î  
 
| Labor saving
| Lower transactions cost
| Dther cost
Dther strategy-
strategy-shaping feat res of
internet technology

| The internet speeds the diff sion of new


technology and b siness approaches, making
first-mover advantages short lived.
Dther strategy-
strategy-shaping feat res of
internet technology

Ô The internet can be an economical means of


delivering service. The internet providers
innovative opport nities for handling c stomer
service activities, s pplementing or even
replacing on site personnel.
Dther strategy-
strategy-shaping feat res of
internet technology

Ô ëy handling c stomer service iss es over the


internet , companies need fewer people to send
o t to c stomers· locations, staff telephone lines
at call center or respond to other c stomer
comm nications.
Ô Example:
Ô Dell Comp ter
Dther strategy-
strategy-shaping feat res of
internet technology

| Internet technology initially created a climate


where vent re capitalists were q ite willing to
f nd start- p enterprises with most any
possible idea and b siness plan.
The èirst
èirst--Mover
| èirst movers that developed snazzy and
sef l websites, generated high and
growing traffic vol mes from both repeat
and first time sers, b ilt widespread
name recognition and a strong new
economy brand name, and c ltivated
websites loyalty with fresh feat re and
prod ct offering for first time.
èirst Mover Advantages

ÔHighswitching costs on the part of site ser


ÔNet work effects (where a site·s feat re
became more val ables as more people sed
them)
ÔMarket leader
Strategic Mistakes Made ëy Early
Internet Entreprene rs
Ô While revol tionary new technology often
give entreprene rs room to experiments
with fresh strategies and b siness models,
the rise of the internet to center stage in
the economy d ring the 1990s res lted in an
n s ally large n mber of new b siness
models and strategies, some of which
violated f ndamental b siness principles. The
following sections look at a few of the
strategic mistakes made by the early internet
entreprene rs.
The Mistake of Ignoring Low
ëarriers to Entry

| Low entry barriers signal a strong threat of


potential entry and nearly always prod ce a
net gain in the n mber of competitors.
E-commerce
. b siness models and
strategies for the f t re
How best to make internet
f ndamental part of their b siness
| It is th s worthwhile to take a hard look
at what kind of b siness model and
strategies are attractive in the mat ring
internet economy what strategies
principle need to be observed. is the
combination brick and click model likely
to be a good strategic positioning option.
ë siness model and strategies for
p re dot -com enterprises
| the internet does not make the r les of
competition obsolete nor does it allow
companies to ignore so nd b siness
f ndamentals and strategies making
principle j st like traditional companies
online companies m st caref lly analyze
ind stry and competitive conditions and
craft strategies well matched to these
conditions.
S ccessf l dot -com strategies
A distinctive strategy that delivers niq e
val e to b yers
| ë ild to order prod ct
| Convenience
| S perior prod ct information
| Attentive online service
Differentiation or lower costs or
better val e for the money
| Deliberate efforts to engineer a val e
chain that enables differentiation lower
costs this mean employing strategies and
val e chain approaches that hold potential
for low cost leadership
| Clear foc s on limited n mber of
competencies and relatively specialized
n mber of val e chain activities
| Strong capabilities in c tting ² edge
internet technology
| Innovative marketing techniq es
| Minimal reliance on ancillary reven e
| An innovative fresh an entertaining
website
The iss e of broad vers s narrow
prod ct offerings
| Dnline sellers have to make decisions
abo t how to position themselves on the
spectr m of broad vers s narrow prod ct
offerings a one stop shopping strategy
like that employed by amazon.com have a
wide n mber of items and a large
c stomer base
The order f lfillment iss e
| Another big strategic iss e for dot- com
retailers is whether to performs order
f lfillment activities internally or to
o tso rce them b ilding central ware
ho ses stocking them with adeq ate
inventories and and developing a system to
pick pack and ship individ al orders b t may
res lt in lower overall nit costs than wo ld
paying the fees of orders f lfillment
specialists.
Dpport nities for nconventional
b siness models and strategies
| S bscription fees
| Transaction fees
| Pay per se
ërick and click strategies
Ô Many traditional retailers sing the internet
as a s bstit te for shopping at a local stores
have opened their own online shopping sites.
Toys r s for example has la nched a web
site to combat etoys and other online toy
merchants
Ô Now offers the c stomers the option of
trading online to disco rage commission
sensitive c stomers from moving their
acco nts to cheaper online .
| Dption of shopping either online or in
stores.
| Competition from p re online retailers
especially when c stomers sometimes
want to see and to ch a prod ct before
making a p rchase .
| In banking system brick and click strategy
ërick and click strategies have two
big appeals
| Expanding a company geographic reach
| They give both existing and potential
c stomer another choice of how to
comm nicate with the company prod ct
information make p rchases or resolve
c stomers service problems
Internet strategies for traditional
b siness
| The real strategic iss es for a traditional
b siness boil down to two things
| What specific internet applications to
implement
| How to make the internet a f ndamental
part of its strategy
| Some companies se internet applications
for improve the following things
| Dperational effectiveness
| Val e chain efficiency
| Primary distrib tion channel
| As secondary distrib tion channel
The internet related strategies
| Dperating a website that provide existing
and potential c stomers with extensive
prod ct information
| Distrib tion channel partner handle
orders and transations
| Sites informs the visitors where nearby
retail stores are located
| This is an attractive marketing positioning
option
| A man fact rer efforts to try to se its
website to sell aro nd its dealers is
certain to anger distrib tion channel
many of whom may stock the brand of
several man fact rer may to lose more
sales thro gh its dealers than its gain
online sale efforts
!se online sales as a relatively
minor distrib tion channel
| Achieving incremental sales
| Gaining online sales experience
| Doing marketing research
| Learning more abo t b yer taste and
preferences
| Testing reaction to new prod cts
Employing a brick and click strategy
to sell directly to cons mers
| Red ces the costs
| allowing the c stomer to download their
software
| ëigger profit margins
| It help to ed cate the b yer
Making greater se of b ild to order
man fact ring
| Red ce delivery time
| Internet sites permits motor vehicle
shoppers to select the models colors and
optional eq ipment
| Dnline m sic already have options
ë ilding systems to pick and pack
prod cts that are shipped
individ ally
| Contracting with order f lfillment
specialist to handle this f nction order
f lfillment is important for companies that
opt for brick and click strategies
Case St dy
Ôntroduction

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Sony Corporation

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Video, comm nication and technology
prod cts for cons mer and professional
markets.
| It was leading M sic ind stry in nited
states.
| M sic listening was revol tionized by
Sony by introd cing a pocket size
Walkman.
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