EMarketing Plan E Legal Ethical Technology Competition Other

E-Marketing Plan (網路行銷企劃) E Legal - Ethical Technology Competition Other factors Internet Markets SWOT S P E-Business Strategy/ Model E-Marketing Strategy Implementation Marketing Mix/CRM Performance Metrics 網路行銷 楊子青 1

1. The Playboy Story n 1990 s: A plan to add multimedia content channels. n n After years of declining circulation and revenues. Channels include: cable TV, digital media, videos, and the Internet to its magazine format. n n Playboy TV: sexy entertainment for couples. Playboy web site: take full advantage of the interactivity and multimedia carrying capabilities. 網路行銷 楊子青 2

The Playboy Story (1) Based on a thorough understanding of the firm’s assets. n n n A strong brand, A base of 4. 5 million readers, Extensive editorial (龐大的編輯), Advertising sales experience, The Playboy bunnies (兔女郎). (2) Goal: Diversify (多角化) the business. 網路行銷 楊子青 3

The Playboy Story (3) A marketing plan for generating revenues from: n n Advertising. Entice (慫恿) traditional advertisers to extend their magazine reach to new online markets. E-Commerce: Sell Playboy-brand items online. Online gaming. Displays horse races, sends e-mails to notify, and provides betting tips (賭金) from popular Playboy Bunnies. Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes (幕後花絮) content. (4) Evaluation n n Is still losing money, but less than magazine industry average. Bet on online gaming to draw future revenues. 網路行銷 楊子青 4

2. E-Business Plan SWOT, Objective, and Metric Opportunities Threats 1. Pending (懸而未決) security law means Hispanic (拉丁美洲) markets growing costly software upgrades. and untapped (尚未開發) in our industry. 2. Save postage (郵資) costs through 2. Competitor X is aggressively using ecommerce. e-mail marketing. Strengths Weaknesses 1. Strong customer service department. 1. Low tech corporate culture 2. Excellent Web site and database 2. Seasonal business: peak (尖峰) is summer system. months. E-business Goal: Initiate e-commerce in within one year. Metric: Generate $500, 000 in revenues from e-commerce during the first year. 網路行銷 楊子青 5

Step 1: Situation Analysis n Review: n n n The firm’s environmental and SWOT analyses. The existing marketing plan and any other information that can be obtained about the company and its brands. The firm’s e-business objectives, strategies, and performance metrics. 網路行銷 楊子青 6

SWOT Analysis n Opportunity/ Threat n The competition and looks at external environment n n 法律/政治、科技環境、使用者趨勢、全球市場… Strength/ Weakness n The company’s internal capability 網路行銷 楊子青 7

Key Internal Capabilities for EBusiness (Adapted from Kalakota & Robinson, 1999) Internal Capability Examples Customer service, distribution channels • Customer interactions • • Production and fulfillment • • People • • Technology • • Core infrastructure • SCM, production scheduling, inventory management Culture, skills, knowledge management, leadership ERP systems, legacy applications, networks, Web site, security, IT skills Financial systems, R&D, HR 網路行銷 楊子青 8

SWOT Example: Amazon. com Strength A smart and talented team that stayed focused and learned what it didn’t know. Weakness No experience in: -Selling books -Processing credit card transactions -Boxing books for shipment (原本在地 板上打包，後來才訂做專用的 作桌) Opportunity To sell online. Threat A full-scale push by one of the large bookstore chains to claim the online market. (大型連鎖 書店Barnes&Noble宣稱要進入網路市場) 網路行銷 楊子青 9

Step 2: Link E-Business with E-Marketing Strategy n Create supporting e-marketing strategy for the e-business goals. Tier 1 tasks Tier 2 tasks Targeting Differentiation Segmentation Positioning E-Marketing Strategy Offer Value Communication Distribution 網路行銷 楊子青 10

Create supporting e-marketing strategy for the e-business goals n Tier 1 strategy n n n segmentation, targeting strategies differentiation, positioning strategies Tier 2 strategy: 4 P’s and relationship management n n offer (product) strategies value (pricing) strategies distribution (place) strategies communication (promotion) strategies 網路行銷 楊子青 11

Step 3: Budgeting n Forecast revenues. n n Evaluate costs. n n include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees. employees, hardware, software, web site… Identify the expected returns from an investment. n n Determine whether the effort is worthwhile. Cost/benefit analysis, ROI (投資報酬率) calculation… 網路行銷 楊子青 12