Chapter 2 The Internet micro-environment

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 e-commerce.

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?

The Internet marketing environment Figure 2.1 The Internet marketing environment

Porter’s five forces

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

A value network Figure 2.3 Members of the value network of an organisation Source: Adapted from Deise et al. (2000)

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

Example – Vauxhall

Reintermediation Figure 2.6 Reintermediation process: (a) original situation, (b) reintermediation contacts

Countermediation Creation of a new intermediary Example: B&Q www.diy.com Opodo www.opodo.com Boots www.wellbeing.com www.handbag.com

Alternative online trading locations Figure 2.7 Different types of online trading location

Example – Barclays B2B

Example - Priceline

Different business model perspectives Figure 2.10 Alternative perspectives on business models

Example - Mondus

Assessing demand Need to assess: Akses ke Internet Proporsi pelanggan dipengaruhi oleh channel Proporsi konsumen yang membeli langsung

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)

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)

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

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

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

Different types of Internet access location Figure 2.17 Different types of Internet access location Source: The Internet Monitor, BMRB, www.bmrb.co.uk

A pyschographic segmentation Figure 2.18 Psychographic segmentation for Web users Source: Netpoll (www.netpoll.net)

Percentage of online shoppers by product category 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)

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

Businesses that identify suppliers online Figure 2.21 Percentage of businesses that identify suppliers online by business size Source: DTI, 2001

Competitor benchmarking aktivitas Anda adalah manajer e-commerce? Dalam easyJet 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

Hitwise competitive ranking

Intermediaries Table 2.5 The most visited sites in the UK

Example - Kelkoo