E-Commerce Strategy: Module-I Lecture - 2
E-Commerce Strategy: Module-I Lecture - 2
E-Commerce Strategy: Module-I Lecture - 2
Module-I
Lecture I
Module-I
Lecture 2
ARVIND BANGER
ASSISTANT PROFESSOR
DEPARTMENT OF MANAGEMENT
D.E.I.
Strategy Making in a Rapidly Changing
Environment
How can a company faced with the changing online
environment set a strategy?
Classical Strategic planning
This begins with the specification of the mission and vision
of the firm.
A careful balance of internal and external analysis leads to
a choice of strategy for the company as a whole called
corporate strategy.
Strategies that relate to specific divisions within a company
are termed as business-unit strategies.
Classic Framework for Strategy Management
Mission
Goals
Internal
External (Company)
Analysis Strategy Analysis
Formulation
Corporate
Business-unit
Functional
Operating
Implementation
Control and
Monitoring
New Views of e-Commerce Strategy
Drawbacks:
Its very reactive and the starting point is always the
customer.
This is more appropriate for traditional offline
companies.
New Views of e-Commerce Strategy (contd)
Strategic Question Where should we be? What should we be? How should we proceed?
Public Policy
The Strategy Formulation Process
There are six interrelated, sequential decisions to
strategy:
Framing the Market Opportunity
Business Model
Customer Interface
Market Communication and Branding
Implementation
Metrics
e-Commerce Strategy