Chapter 2 The Internet micro-environment

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1 Chapter 2 The Internet micro-environment

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 e-commerce.

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?

4 The Internet marketing environment
Figure 2.1 The Internet marketing environment

5 Porter’s five forces

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

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

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

9 Example – Vauxhall

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

11 Countermediation Creation of a new intermediary Example:
B&Q Opodo Boots

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

13 Example – Barclays B2B

14 Example - Priceline

15 Different business model perspectives
Figure 2.10 Alternative perspectives on business models

16 Example - Mondus

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

18 Global population with Internet access
Figure 2.12 Percentage of global population with Internet access (based on Nua and Cyberatlas compilations at and

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 (

20 UK adoption of different media
Figure 2.14 UK rate of adoption of different new media, base c GB adults aged 15+, December 2001 Source: e MORI Technology Tracker, January See for details

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 See for details

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 See for details

23 Different types of Internet access location
Figure 2.17 Different types of Internet access location Source: The Internet Monitor, BMRB,

24 A pyschographic segmentation
Figure 2.18 Psychographic segmentation for Web users Source: Netpoll (

25 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 (

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

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

28 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

29 Hitwise competitive ranking

30 Intermediaries Table 2.5 The most visited sites in the UK

31 Example - Kelkoo