Hasil Kuis Pendahuluan

TA Genap 2015/2016
PRE-TEST

https://goo.gl/ym24p2
Scope of
e-commerce

Source: gatton.uky.edu
Learning objectives

What is e-commerce?
What are the e-challenges?
What are the strategies for e-commerce?
Learning objectives

What is e-commerce?
What are the e-challenges?
What are the strategies for e-commerce?
E-commerce definition

Technology-enabled transactions and

technology-mediated exchanges of digitized
information between parties (individuals or
organizations) as well as the electronically
based intra-organizational or inter-
organizational activities that facilitate such
exchanges
E-commerce definition

Scope of e-commerce:
1. Exchange of digitized information
2. Technology-enabled transactions
3. Technology-mediated relationships
4. Intra- & inter-organizational activities
E-commerce definition

Business originating from . . .

Business Consumers

Business
B2B C2B
Consumers

B2C P2P
E-commerce categories

Business originating from . . .

Business Consumers

Publishers order paper

Business
supplies from paper
companies Consumers aggregate to
bulk purchase from Amazon
Amazon orders from
publishers
Consumers

Consumers buy thousands

Consumers resell
of Harry Potter books from
Amazon copies on eBay

Single chain (or converging categories) of e-commerce

E-commerce definition

E-COMMERCE vs TRADITIONAL COMMERCE

Key elements E-commerce Traditional commerce

Value Creation Information Product/Service
Strategy Sense and respond Classical
Simple rules
Competitive edge Speed Quality/Cost
Competitive force Low barriers of entry Power of suppliers
Power of customers Product substitution
Resource focus Demand side Supply side
Customer interface Screen-to-face Face-to-face
Communication Technology-mediated channels Personal
Accessibility 24 x 7 Limited time
Customer Self-service Seller influenced
interaction
Consumer behavior Personalization Standardization
One-to-one marketing Mass/one-way marketing
Promotion Word of mouth Merchandising
Product Commodity Perishables, feel & touch
 1995-2000 2001-2006 2006-future
Innovation Consolidation Reinvention
Technology-driven Business-driven Audience, customer,
E-commerce definition community-driven
Revenue growth Earnings & profits Audience & social
focus focus network growth focus
Venture capital Traditional financing Merger & acquisition
financing
Entrepreneurial Traditional/old Large pure Web-
economy based firms
Disintermediation Strengthening Proliferation of small
intermediaries online intermediaries
Perfect markets Imperfect markets, Online market
brands, network imperfections
effects
Pure-play Bricks & clicks New market (pure
play); Retail (bricks &
clicks)
First-mover Strategic follower New market (1st
advantages mover)
Learning objectives

What is e-commerce?
What are the e-challenges?
What are the strategies for e-commerce?
 Role of e-commerce
as managers
Strategic
Management

Finance Marketing

Entrepreneurship
Operations
Accounting
and Logistics

Technology New Media

Role of e-commerce
managers Set Vision

Establish Goals

Formulate
Strategy

Drive
Implementation

Be Accountable
for Performance
Role of e-commerce
managers

Vision: higher-order societal effects

Goals: performance targets that are measurable

and in line with the companys strategy &
business life cycle (process vs outcome)
Strategy: tradeoffs

Implementation: technology & media knowledge

Accountability: performance & results

 E-commerce challenges
Understanding customer evolution
Invest ahead of customer needs
Charting changing technology
Match technology choices to consumer tastes
Weathering the storm
Reassure stakeholders with clear vision, sensible business model, and
profitable venture
Integrating offline & online activities
Align offline & online business activities, esp. advertising, branding, retail
& online store design, service, warranties, returns (customer-facing
activities)
Identifying key levers of competitive advantage
Reallocate resources as competitive advantage levers evolve
Expanding globally
Deal with complex internationalization issues
Top 20 most popular
websites

1 Facebook.com (836.7 muv) 11 Blogger.com (229.9 muv)

2 Google.com (782.8 muv) 12 Ask.com (218.4 muv)
3 Youtube.com (721.9 muv) 13 Taobao.com (207 muv)
4 Yahoo.com (469.9 muv) 14 Twitter.com (189.8 muv)
5 Wikipedia.org (469.6 muv) 15 Bing.com (184 muv)
6 Live.com (389.5 muv) 16 Sohu.com (175.8 muv)
7 QQ.com (274.1 muv) 17 Apple.com (171.7 muv)
8 Microsoft.com (271.7 muv) 18 WordPress.com (170.9 muv)
9 Baidu.com (268.7 muv) 19 Sina.com.cn (169 muv)
10 MSN.com (254.1 muv) 20 Amazon.com (163 muv)
Learning objectives

What is e-commerce?
What are the e-challenges?
What are the strategies for e-commerce?
 E-commerce strategies
Mission

Objectives

Internal
External
(Company)
Analysis Strategy Analysis
Formulation
l Corporate
l Business Unit
l Functional
l Operating

Implementation

Control
and Classical Strategic Planning
Monitoring
E-commerce strategies

Sense and respond

Experimenting
with
intuitive,
actionable,

easy
to
implement
ideas
Proactively
soliciting
feedback
from

customers
Simple rules
Type Purpose
How-to rules They spell out key features of
how a process is executed -
"What makes our process
unique?"
Boundary rules They focus managers on which
opportunities can be pursued and
which are outside the pale.
Priority rules They help managers rank the
accepted opportunities.
Timing rules They synchronize managers with
the pace of emerging
opportunities and other parts of
the company.
Exit rules They help managers decide when Oticon's rule for pulling the plug on projects
to pull out of yesterdays in development: if a key team member-
opportunities.
Example
Akamai's rules for the customer service
process: s taff must consist of technical
gurus, every question must be answered on
the first c all or e-mail, and R&D s taff must
rotate through customer s ervice.
Cisco's early acquisitions rule: companies to
be acquired must have no more than 75
employees, 75% of whom are engineers.
Intel's rule for allocating manufacturing
capacity: allocation is based on a product's
gross margin.
Nortel's rules for product development:
project teams must know when a product
has to be delivered to the leading customer
to win, and product development time must
be less than 18 months.
manager chooses to leave the project for
another within the company, the project is
killed.
E-commerce strategies

Position approach > Where should we be?

Resources approach > What should we be?

Simple rules approach > How to get there?

 E-commerce strategies
Position Resources Simple Rules

Strategic Logic l Establish position l Leverage resources l Pursue opportunities

l Identify an attractive l Jump into the confusion

market l Establish a vision
l Keep moving
Strategic Steps l Locate a defensible l Build resources
position l Seize opportunities
l Leverage across markets
l Fortify and defend l Finish strong

Strategic Question l Where should we be? l What should we be? l How should we proceed?

l Unique, valuable position

l Unique, valuable, l Key processes and unique
Source of Advantage with tightly integrated
inimitable resources simple rules
activity system
l Slowly changing, well- l Moderately changing, well- l Rapidly changing,
Works Best In structured markets structured markets ambiguous markets

Duration of Advantage l Sustained l Sustained l Unpredictable

l It will be too difficult to l Company will be too slow l Managers will be too
Risk alter position as conditions to build new resources as tentative in executing on
change conditions change promising opportunities

Performance Goal l Profitability l Long-term dominance l Growth

 E-commerce strategies
E-commerce strategy formulation process

Framing the Business Customer Market

Market Communication Implementation Metrics
Opportunity Model Interface and Branding
POST-TEST

https://goo.gl/KqD3HA