Marketplace analysis

for e‑commerce
DIGITAL BUSINESS AND
E-COMMERCE MANAGEMENT
STRATEGY, IMPLEMENTATION AND PRACTICE
By DAVE CHAFFEY

Caraka Prasetya U.(6032202195) | Cayza Angka M. (6032202178)

Kartini Aprilia Pratiwi N (6032202158)

E - Business kelas D
Sementer Ganjil 2021-2022
Magister Manajemen Teknologi, ITS 2021.
 TABLE OF CONTENTS

01 02 03 04

Online Location of Business models

marketplace trading in the for Online start‑up
analysis marketplace e‑commerce companies
 INTRODUCTION
The path to purchase is now much complex since purchase
decisions are influenced by many more touchpoints today. For
example, decisions are influenced when accessing social media
sites via desktop and mobile sites plus communications in
traditional channels. Increasingly multiple devices are used
simultaneously, for example when using smartphones or tablets
while watching TV, the process known as multiscreening .
 01
Online marketplace
analysis
Online marketplace analysis

Understanding the online elements of an

organisation’s environment,

To inform e‑commerce strategy, the most

significant influences are those of the
immediate marketplace of the
microenvironment that is shaped by the needs
of customers and how services are provided to
them through competitors and intermediaries
The environment in which digital business services are provided
 Environment constraints and opportunities

Micro - environment

● Customers – which services are they offering via their website that your
organisation could support them in?
● Competitors – need to be benchmarked in order to review the online services
they are offering – do they have a competitive advantage?
● Intermediaries – are new or existing intermediaries offering products or
services from your competitors while you are not represented?
● Suppliers – are suppliers offering different methods of procurement to
competitors that give them a competitive advantage?
 Environment constraints and opportunities

Macro-environment

● Society – what is the ethical and moral consensus on holding personal

information?
● Country specific, international legal – what are the local and global legal
constraints, for example, on holding personal information, or taxation rules on
sale of goods?
● Country specific, international economic – what are the economic constraints of
operating within a country or global constraints?
● Technology – what new technologies are emerging by which to deliver online
services such as interactive digital TV and mobile
phone-based access?
An online marketplace map
02
Location of trading
in the
marketplace
LOCATION OF TRADING IN MARKETPLACE
 CHANNEL CHAINS

● A Channel Chain shows alternative customer journeys for customers with different
channel preferences
CHANNEL CHAINS
03
Business models for
e‑commerce
 BUSINESS MODEL

Timmers (1999) defines a business model as:

An architecture for product, service and information flows including a description

of the various business actors and their roles; and a description of the potential
benefits for the various business actors; and a description of the sources of
revenue
BUSINESS MODEL EXAMPLE
 PERSPECTIVE TO VIEW A BUSINESS MODEL

● Marketplace position perspective

● Revenue Model Perspective
● Commercial Arrangement Perspectives
 04
Online start‑up
companies
 Valuing internet startups

Concept Innovation Execution

Traffic Financing profile

 Valuing internet startups

1. Concept - This describes the strength of the business model.

2. innovation - The extent to which the business model merely imitates existing
real-world or online models
3. Execution - Aspects of execution that can be seen to have failed for some
companies (example: Promotion, Performance, Fulfilment)
4. Traffic - This criterion is measured in terms of the number of visitors, the
number of pages they visit and the number of transactions they make which
control the online ad revenues
5. Financing - The ability of the company to attract venture capital or other
funding to help execute the idea
6. Profile - This is the ability of the company to generate favorable publicity and
to create awareness within its target market.
THANK YOU!