OHT 2 1 Chapter 2 The Internet microenvironment

OHT 2. 1 Chapter 2 The Internet micro-environment Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 2 Learning objectives • Mengidentifikasi unsur-unsur yang berbeda dari lingkungan internet yang berdampak pada strategi pemasaran organisasi internet; • Menilai penggunaan pesaing, pelanggan dan perantara dari Internet; • Mengevaluasi relevansi perubahan pola perdagangan dan model bisnis diaktifkan oleh ecommerce. Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 3 Questions for marketers • Bagaimana kekuatan kompetitif dan rantai nilai yang diubah oleh Internet? • Bagaimana cara menilai permintaan layanan internet dari pelanggan? • Bagaimana cara membandingkan pemasaran online kami dengan pesaing? • Apa relevansi perantara baru? Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 4 The Internet marketing environment Figure 2. 1 The Internet marketing environment Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 5 Porter’s five forces Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 6 Alternative models of the value chain Figure 2. 2 Two alternative models of the value chain: (a) traditional value chain model, (b) revised value chain model Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 7 A value network Figure 2. 3 Members of the value network of an organisation Source: Adapted from Deise et al. (2000) Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 8 Disintermediation Figure 2. 4 Disintermediation of a consumer distribution channel showing: (a) the original situation, (b) disintermediation omitting the wholesaler, and (c) disintermediation omitting both wholesaler and retailer Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 9 Example – Vauxhall Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 10 Reintermediation Figure 2. 6 Reintermediation process: (a) original situation, (b) reintermediation contacts Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 11 Countermediation • Creation of a new intermediary • Example: – B&Q www. diy. com – Opodo www. opodo. com – Boots www. wellbeing. com www. handbag. com Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 12 Alternative online trading locations Figure 2. 7 Different types of online trading location Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 13 Example – Barclays B 2 B Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 14 Example - Priceline Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 15 Different business model perspectives Figure 2. 10 Alternative perspectives on business models Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 16 Example - Mondus Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 17 Assessing demand • Need to assess: 1. Akses ke Internet 2. Proporsi pelanggan dipengaruhi oleh channel 3. Proporsi konsumen yang membeli langsung Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 18 Global population with Internet access Figure 2. 12 Percentage of global population with Internet access (based on Nua and Cyberatlas compilations at www. nua. ie/surveys and www. cyberatlas. com) Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 19 Global variation in Internet access Figure 2. 13 Global variation in number of PCs per hundred population and percent Internet access in 2000 Source: ITU (www. itu. int) Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 20 UK adoption of different media Figure 2. 14 UK rate of adoption of different new media, base c. 4000 GB adults aged 15+, December 2001 Source: e MORI Technology Tracker, January 2002. See http: //www. e-mori. co. uk/tracker. shtml for details Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 21 Internet user demographics Figure 2. 15 Summary of current demographic characteristics of Internet users, base 1673 GB Internet users aged 15+, January 2002 Source: e MORI Technology Tracker, January 2002. See http: //www. e-mori. co. uk/tracker. shtml for details Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 22 Variations in access to new media – social group Figure 2. 16 Summary of variation in different access to new media according to social group, base 4222 GB adults aged 15+, January 2002 Source: e MORI Technology Tracker, January 2002. See http: //www. e-mori. co. uk/tracker. shtml for details Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 23 Different types of Internet access location Figure 2. 17 Different types of Internet access location Source: The Internet Monitor, BMRB, www. bmrb. co. uk Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 24 A pyschographic segmentation Figure 2. 18 Psychographic segmentation for Web users Source: Netpoll (www. netpoll. net) Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

Percentage of online shoppers by product category OHT 2. 25 Figure 2. 19 Percentage of online purchasers by product category Note: There are 9. 9 million online shoppers (54% of Internet users aged 15+) Source: The Internet Monitor, BMRB, November 2001 (www. bmrb. co. uk) Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 26 Percentage of businesses with Internet access Figure 2. 20 Percentage of businesses with Internet access Note that results are weighted by business size and that some countries are included for different years Source: DTI, 2001 Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 27 Businesses that identify suppliers online Figure 2. 21 Percentage of businesses that identify suppliers online by business size Source: DTI, 2001 Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 28 Competitor benchmarking • aktivitas • Anda adalah manajer e-commerce? Dalam easy. Jet • Kriteria mana yang akan Anda gunakan untuk membandingkan penawaran online pesaing? Mengelompokkannya dalam lima atau enam judul • Melakukan penilaian layanan Anda terhadap pesaing seperti Buzz, Ryanair dan British Midland Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 29 Hitwise competitive ranking Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 30 Intermediaries Table 2. 5 The most visited sites in the UK Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003

OHT 2. 31 Example - Kelkoo Chaffey: Internet Marketing, 2 nd edition © Pearson Education Limited 2003