Chương 4 Chiến lược internet marketing

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1 Chương 4 Chiến lược internet marketing ThS. Trần Trí Dũng 1 15 November

2 Nội dung Tổng quan Chiến lược e-marketing Phân tích tình huống Xác định các mục tiêu Hình thành chiến lược 2

3 Tổng quan The key question is not whether to deploy Internet technology companies have no choice if they want to stay competitive but how to deploy it. Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001,

4 Tổng quan (tt) Chiến lược là gì? Đưa ra một kế họach dài hạn cho việc phát triển doanh nghiệp Xác định cách thức đạt được mục tiêu doanh nghiệp Phân bổ tài nguồn lực để đạt được mục tiêu 4

5 Tổng quan (tt) Chiến lược e-marketing thực chất là một channel strategy Đóng góp của các kênh trực tuyến thông qua các dịch vụ được triển khai, doanh số & lợi nhuận sẽ ảnh hưởng đến chiến lược tổng thể Các kênh thì rất khác nhau (đặc điểm, các thức triển khai,...). Nhưng, chúng ta cần một chiến lược tích hợp tổng thể 5

6 Tổng quan (tt) 6 Figure 4.1 Internal and external influences on Internet marketing strategy

7 Tổng quan (tt) Các vấn đề có thể gặp phải nếu không có chiến lược e-marketing? Đánh giá không đúng mức nhu cầu Mất thị phần Phân bổ nguồn lực không hợp lý Không có cơ sở để đối chiếu trong quá trình thực hiện... 7

8 Chiến lược e-marketing 8 Figure 4.2 Hierarchy of organisation plans including e-marketing plans

9 Chiến lược e-marketing (tt) 9 Figure 4.4 A simple framework for Internet marketing strategy development

10 Phân tích tình huống Phân tích bên trong công ty Phân tích bên ngòai công ty 10

11 Phân tích tình huống (tt) Bên trong công ty Mức độ đóng góp của internet đối với DN: Visit, visitor, duration, click-through ratio, conversion rate, Phân tích nguồn lực: Tài chính, cơ sở hạ tầng công nghệ & nhân lực 11

12 Phân tích tình huống (tt) 12

13 Phân tích tình huống (tt) Bên ngoài công ty Môi trường vi mô: Nhu cầu & hành vi khách hàng, đối thủ cạnh tranh, cấu trúc thị trường, các trung gian, cơ hội và rủi ro (SWOT), Môi trường vĩ mô: SLEPT factors 13

14 Phân tích tình huống (tt) 14 Figure 4.7 A generic SWOT analysis showing typical opportunities and threats presented by the Internet

15 Xác định các mục tiêu Đóng góp vào doanh thu EasyJet: 95% doanh số là kênh bán hàng trực tuyến Jetstar Pacific và các công ty khác? Hình thành các mục tiêu thỏa mãn tiêu chí SMART 15

16 Xác định các mục tiêu (tt) Lợi ích của internet marketing 16

17 Xác định các mục tiêu (tt) 17

18 Hình thành chiến lược Hình thành, xem xét và lựa chọn chiến lược phù hợp nhằm đạt được mục tiêu, Liên quan đến việc lựa chọn nhóm khách hàng mục tiêu & xác định cách thức để mang giá trị đến cho khách hàng 18

19 Hình thành chiến lược 19 Các quyết định: Chiến lược phát triển sản phẩm & thị trường Chiến lược mô hình tạo doanh thu Chiến lược marketing mục tiêu Chiến lược khác biệt và định vị (bao gồm marketing-mix) Chiến lược phân phối đa kênh Chiến lược giao tiếp đa kênh Phân bổ ngân sách & phối hợp kênh

20 QĐ: Chiến lược phát triển sản phẩm & thị trường Figure 4.10 Using the Internet to support different growth strategies 20

21 QĐ: Chiến lược mô hình kinh doanh & tạo doanh thu 21

22 QĐ: Chiến lược marketing mục tiêu Figure 4.12 Stages in target marketing strategy development 22

23 Figure 4.15 Euroffice ( Source: Adapted from the company web site press releases and Revolution (2005a)

24 QĐ: Chiến lược định vị & khác biệt hóa 4 yếu tố liên quan đến khác biệt hóa: Chất lượng sản phẩm Chất lượng dịch vụ Giá Thời gian thực hiện đơn hàng 24

25 QĐ: Chiến lược định vị & khác biệt hóa (tt) 25

26 QĐ: Chiến lược định vị & khác biệt hóa (tt) Figure 4.16 Alternative positionings for online services

27 The value proposition First identify customer needs and define a distinctive value proposition that will meet them, at a profit. The value proposition must then be delivered through the right product and service and the right channels and it must be communicated consistently. The ultimate aim is to build a strong, long-lasting brand that delivers value to the company marketing it. Varianini and Vaturi (2000)

28 Figure 4.17 Autotrader site ( clearly communicates its proposition

29 Figure 4.18 BA Have you clicked yet? campaign web site

30 Figure 4.19 Strategic options for a company in relation to the importance of the Internet as a channel

31 Flow chart Figure 4.20 Source: After Kumar (1999) Flow chart for deciding on the significance of the Internet to a business

32 Figure 4.21 Channel coverage map showing the company s preferred strategy for communications with different customer segments with different value

33 Figure 4.22 The main challenges of e-marketing (n = 84) Source: E-consultancy (2005)

34 Figure 4.23 Summary of alternative organisational structures for e-commerce suggested in Parsons et al. (1996)

35 Figure 4.24 Source: E-consultancy (2005) Options for location of control of e-commerce

36 Risk/reward analysis Figure 4.26 Example of risk reward analysis

37 Example growth in Egg customers Number of Egg customers, Compiled from Egg Investor relations ( and

38 Example dabs.com See

39 Example Blackstar See

40 Example Smile See

41 The End 41

42 Các vấn đề Liên kết chiến lược internet marketing vào chiến lược marketing & chiến lược kinh doanh Nhận diện cơ hội và thách thức từ môi trường internet Các cách tiếp cận chiến lược internet marketing 42

43 Case: Samsung Inc Thị phần smartphone & máy tính bảng Công ty Samsung Mục tiêu Mục tiêu marketing Chiến lược internet marketing 43

44 44

45 Ví dụ một số mục tiêu Achieve 10 per cent online revenue contribution within two years; achieve first or second position in category penetration in the countries within which we operate (this is effectively online market share and can be measured through visitor rankings such as Hitwise (Chapter 2) or better by online revenue share; cost reduction of 10 per cent in marketing communications within two years; increase retention of customers by 10 per cent; increase by 20 per cent within one year the number of sales arising from a certain target market, e.g year-olds; create value-added customer services not available currently; improve customer service by providing a response to a query within two hours, 24 hours per day, seven days a week; all other objectives to be achieved profitably giving a return on investment in a three year period.

46 Phân tích tình huống (tt) E-commerce maturity stage Strategy process and performance improvement process Structure: Location of e- commerce Senior management buy-in Marketing integration Online marketing focus Stage 1. Unplanned Limited Uncontrolled experimentation Limited Discrete Content: Brochureware 46 Stage 2. Stage 1. Diffuse Unplanned management Stage 3. Stage Centralised 1. Unplanned management Stage 4. Stage 1. Decentralised Unplanned operations Stage 5. Stage 1. Integrated & Unplanned optimised Low-level objectives Specific organisational objectives Refined online channel improvement Integrated multi-channel improvement Diffuse Centralised Decentralised Aware Involved Driving performance Source: E-consultancy (2005) report Managing an E-commerce team Author: Dave Chaffey Common initiatives Annual planning collaboration Partnership Integrated Integral Complete Traffic: visitor acquisition Conversion & customer experience Retention Whole lifecycle optimisation

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