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E-Marketing Plan ( 網路行銷企劃 )

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-Marketing Strategy

Implementation Marketing Mix/CRM

Markets

Internet E

S

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1. The Playboy Story 1990s: A plan to add multimedia content

channels. After years of declining circulation and

revenues. Channels include: cable TV, digital media,

videos, and the Internet to its magazine format. Playboy TV: sexy entertainment for couples. Playboy web site: take full advantage of the

interactivity and multimedia carrying capabilities.

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The Playboy Story

(1) Based on a thorough understanding of the firm’s assets. A strong brand, A base of 4.5 million readers, Extensive editorial ( 龐大的編輯 ), Advertising sales experience, The Playboy bunnies ( 兔女郎 ).

(2) Goal: Diversify ( 多角化 ) the business.

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The Playboy Story(3) A marketing plan for generating revenues from:

Advertising. Entice ( 慫恿 ) traditional advertisers to extend their magazine reach to new online markets.

E-Commerce: Sell Playboy-brand items online. Online gaming. Displays horse races, sends e-mails to

notify, and provides betting tips ( 賭金 ) from popular Playboy Bunnies.

Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes ( 幕後花絮 ) content.

(4) Evaluation Is still losing money, but less than magazine industry

average. Bet on online gaming to draw future revenues.

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2. E-Business Plan SWOT, Objective, and Metric

Opportunities Threats

1. Hispanic ( 拉丁美洲 ) markets growing

and untapped ( 尚未開發 ) in our industry.

2. Save postage ( 郵資 ) costs through

e-mail marketing.

1. Pending ( 懸而未決 ) security law means

costly software upgrades.

2. Competitor X is aggressively using e-

commerce.

Strengths Weaknesses

1. Strong customer service department.

2. Excellent Web site and database

system.

1. Low tech corporate culture

2. Seasonal business: peak ( 尖峰 ) is summer

months.

E-business Goal: Initiate e-commerce in within one year.

Metric: Generate $500,000 in revenues from e-commerce during the first year.

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Step 1: Situation Analysis

Review: The firm’s environmental and SWOT analyses. The existing marketing plan and any other

information that can be obtained about the company and its brands.

The firm’s e-business objectives, strategies, and performance metrics.

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SWOT Analysis

Opportunity/ Threat The competition and looks at external

environment 法律 / 政治、科技環境、使用者趨勢、全球市場…

Strength/ Weakness The company’s internal capability

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Key Internal Capabilities for E- Business (Adapted from Kalakota & Robinson, 1999)

Internal Capability Examples•Customer interactions •Customer service, distribution

channels

•Production and fulfillment •SCM, production scheduling, inventory management

•People •Culture, skills, knowledge management, leadership

•Technology •ERP systems, legacy applications, networks, Web site, security, IT skills

•Core infrastructure •Financial systems, R&D, HR

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SWOT Example: Amazon.comStrength A smart and talented team that stayed focused

and learned what it didn’t know.

Weakness No experience in:-Selling books -Processing credit card transactions-Boxing books for shipment ( 原本在地板上打包，後來才訂做專用的工作桌 )

Opportunity To sell online.

Threat A full-scale push by one of the large bookstore chains to claim the online market. ( 大型連鎖 書店 Barnes&Noble 宣稱要進入網路市場 )

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Step 2: Link E-Business with E-Marketing Strategy

Create supporting e-marketing strategy for the e-business goals.

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks

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Create supporting e-marketing strategy for the e-business goals

Tier 1 strategy segmentation, targeting strategies differentiation, positioning strategies

Tier 2 strategy: 4P’s and relationship management offer (product) strategies value (pricing) strategies distribution (place) strategies communication (promotion) strategies

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Step 3: Budgeting Forecast revenues.

include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees.

Evaluate costs. employees, hardware, software, web site…

Identify the expected returns from an investment. Determine whether the effort is worthwhile. Cost/benefit analysis, ROI ( 投資報酬率 )

calculation…