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marketing strategy
E-Business And E-Commerce Management: Strategy Implementation And Practice 4th Edition Dave Chaffey - Solutions
6 Explain the strategic options available for a company currently selling the majority of its products in a single country for product and marketplace positioning.
5 What different aspects of e-marketing should be monitored as part of controlling e-marketing? Name three examples of how technology can be used to assist monitoring.
this be most appropriate?
4 What is a complementary Internet channel strategy and for which companies will
3 What opportunities may there be to vary the Price and Place components of the marketing mix when delivering services through the Internet?
2 Explain what is meant by the Internet contribution and outline how companies will decide on a realistic objective.
1 Outline the stages involved in developing a strategic e-marketing plan.
5 Explain how the e-business can make use of technology to monitor and control its operations.
4 Assess the value and importance of the Internet contribution in setting e-marketing objectives in relation to other possible objectives.
3 ‘Traditional strategic planning has no relevance for the start-up company given the dynamism of the marketplace.’ Discuss.
2 Develop an outline strategic e-marketing plan for an organization with which you are familiar.
1 Select a particular market sector and assess the past, current and future customer use of the Internet as a medium to select and buy products.
7 Summarize new opportunities to vary the marketing mix that arise through deploying the Internet.8 How can online and offline techniques be used in the control stage of strategy?
6 Describe what is meant by a complementary and replacement Internet channel strategy and give examples of products for which companies follow a particular approach.
5 Why and how should a company approach benchmarking of online competitors?
4 What factors will govern the Internet contribution that is set for a given organization?
3 What is the Internet contribution and what is its relevance to e-marketing strategy?
2 Outline the stages in a strategic e-marketing planning process, for each stage noting two aspects that are of particular importance for e-marketing.
1 Explain the link between e-marketing and e-business and why they may be considered separately.
4 Use a news source such as www.ft.com or review its investors’ relations site (www.easyjet.com/EN/ about/investorrelations.html) to find out how easyJet has extended its Internet applications.
3 Explain how easyJet uses the web site to vary the different elements of the marketing mix and as a marketing communications tool.
2 Explain the proposition of using the Internet for the customer and define the benefits for the company.
1 To what extent was the Internet revenue contribution of around 90 per cent achieved ‘more by luck than judgement’?
8 Why do some commentators suggest real cost savings from e-procurement may be nearer to 10 per cent than higher figures suggested by e-procurement solutions providers?
7 Explain how cost savings may arise from e-procurement.
6 Current adoption levels of e-procurement are low. Identify the main reasons for this.
5 Explain the differences between buy-side and sell-side e-procurement. Give an advantage for each type for the purchasing company.
4 Outline the main benefits of e-procurement.
3 Draw a diagram that summarizes the main differences in processes within an organization for traditional procurement and e-procurement.
2 Describe the different elements of an e-procurement system.
1 Draw a diagram explaining four types of B2B exchanges that are dependent on the type of purchasing and what is purchased. Give one example of a product that could be purchased at each, and the name of an exchange offering this service.
5 ‘Fully automated end-to-end procurement is not practical.’ Discuss.
4 Analyse the procurement process for an organization with which you are familiar.Explain the changes and possible problems involved with introducing e-procurement.
3 Critically assess the claims made for cost savings and increased profitability available from e-procurement.
2 For an industry sector of your choice review the current alternative options for, and business adoption of B2B marketplaces available to purchasing and IS professionals and attempt to forecast the situation in five years.
1 Chris Miller of Shell Chemical has been quoted as saying:‘E-procurement is not about screwing suppliers. It’s about taking cost out for both suppliers and buyers and reducing institutionalized inefficiencies. Plus it supports smaller buyers and suppliers just as much as larger ones. It’s
8 What are the organizational implications of introducing e-procurement?
7 Outline the benefits and disadvantages of each of the options in 6.
6 Explain the differences between the buy-side, sell-side and marketplace options for e-procurement.
5 What is maverick purchasing? What safeguards need to be introduced into e-procurement to avoid this?
4 Outline the main reasons for e-procurement.
3 Draw a sketch that shows the main stages and people involved in traditional and e-procurement.
2 Taking your answer from 1, give examples of B2B exchanges that have been created to meet these purchasing needs.
1 Outline the two main methods by which companies purchase supplies and the two broad divisions of supplies needed.
4 What staff benefits accrue to Cambridge Consultants as a result of e-procurement?
3 How are procurement costs reduced through e-procurement?
2 Why are procurement costs currently as high as £60 to £100 per order?
1 Given the scale of the purchasing operation at Cambridge Consultants, what benefits do you think e-procurement has brought?
3 Summarize why the e-procurement process in Table 7.2 is more efficient.
2 Identify process benefits to Table 7.1 that would be possible through the automation of a system through an e-mail-based workflow system.
1 Identify inefficiencies in the traditional procurement process (Table 7.1).
8 What are the differences and similarities of using information technology to support:(a) the upstream supply chain;(b) the downstream supply chain?
7 How can electronic commerce be used to support restructuring of the supply chain?
6 Using industry examples, summarize three benefits of using e-commerce to streamline the supply chain.
5 Explain how information technologies can be employed for different elements of a purchaser–supplier relationship.
4 What are the characteristics of a virtual organization? Using examples, explain how e-commerce can support the virtual organization.
3 How has the increase in electronic communications contributed to the development of value networks?
2 You have recently been appointed as supply chain manager for a pharmaceutical company. Summarize the main Internet-based applications you would consider for communicating with your suppliers.
1 Explain how the concepts of disintermediation, reintermediation and countermediation apply to the supply chain.
5 Select a retailer of your choice and analyse their strategy for management of the upstream and downstream supply chain.
4 ‘In the end business all comes down to supply chain vs supply chain.’ Discuss.
3 Select an industry of your choice and analyse how business-to-business exchanges will change the supply chain.
2 ‘The concept of a linear value chain is no longer tenable with the advent of electronic commerce.’ Discuss.
1 How does electronic communications enable restructuring of the value chain network?
2 ‘The concept of a linear value chain is no longer tenable with the advent of electronic commerce.’ Discuss.
1 How does electronic communications enable restructuring of the value chain network?
4 What are the key strategic options in supply chain management?
3 How can information systems support the supply chain?
2 What is the difference between a push orientation to the value chain and pull orientation?
1 Define supply chain management; how does it relate to: logistics; the value chain concept; value networks?
2 Discuss the practicality of recruiting a person to this position with the necessary skills and experience.Select a manufacturing sector and then evaluate the benefits and risks of applying RFID in this sector.
1 Review the job adverts below and for each list the processes that the manager is responsible for and the skills that are required.
3 Discuss reasons why only two of Tesco’s suppliers have fundamentally altered the way they work as a result of TIE.
2 What differences have the use of TIE added over the original EDI system?
1 What benefits does Tesco’s information exchange offer to the retailer and its suppliers?
3 How can information systems facilitate each approach?
2 Produce a table summarizing the benefits and disadvantages of each approach.Which do you think is the better approach?
1 Review the approaches of the two companies illustrated below. Which tends to vertical integration and which tends to virtual integration?
4 Visit the Shell Chemicals web site (www.shellchemicals.com). How are the benefits of these facilities explained?
3 This description of SIMON is explained from the Shell perspective. Using your answer to question 2, state whether you think the customer truly benefits, or is Shell transferring some of its workload to the customer?
2 Draw a table summarizing the before and after implementation roles for Shell and their customers(downstream side).
1 The SIMON system supports both ‘upstream and downstream’ business relationships. Explain how this relates to Figure 1.1 and whether you would consider it an e-commerce system or an e-business system.
3 Explain the productivity paradox and its implications for managers.4 What choices do executives have for the scope and timeframe of implementing e-business?
2 You are the incumbent e-business manager for a domestic airline. What process would you use to create objectives for the organization? Suggest three typical objectives and how you would measure them.
1 Define the main elements of an e-business strategy.
8 Compare and contrast different approaches to developing e-business strategy.
7 Discuss this statement by David Weymouth, Barclays Bank chief information officer(Simons, 2000b):There is no merit in becoming a dot-com business. Within five years successful businesses will have embraced and deployed at real-scale across the whole enterprise, the processes and technologies that
6 What are the similarities and differences between the concepts of business process re-engineering (BPR) and e-business? Will the e-business concept face the same fate as BPR?
5 What can existing businesses learn from the business approaches of the dot-com organizations?
4 Analyse the reasons for the failure of the original boo.com. Research and assess the sustainability of the new boo.com business model.
3 Between 1994 and 1999 Amazon lost more than $500m, but at the end of this period its valuation was still more than $20bn. At the start of 2000 Amazon.com underwent its first round of job cuts, sacking 150 staff or 2 per cent of its worldwide workforce. Later in 2000 its valuation dropped to less
2 Explain the main strategy definition options or decisions available to an organization intending to become an e-business.
1 Evaluate the range of restructuring options for an existing ‘bricks-and-mortar’organization to move to ‘bricks-and-clicks’ or ‘clicks-only’ contributing a higher online revenue.
4 For the same retailer or manufacturer assess different strategic options to adopt for e-business.
3 For the same retailer or manufacturer suggest different methods and metrics for defining e-business objectives.
2 Select a retailer or manufacturer of your choice and describe what the main elements of its situation analysis should comprise.
1 What are the key characteristics of an e-business strategy model?
2 Assume you only had sufficient funds to invest in two of these options. Which two would you choose?Answers to activities can be found at www.pearsoned.co.uk/chaffey
1 Referring to the four investment categories of Robson (1997), discuss in groups which category the following investments would fit into:(a) E-procurement system(b) Transactional e-commerce web site(c) Contract with ISP to host web server and provide Internet connectivity for staff(d) Workflow
3 In many ways, the vision of Boo’s founders were ‘ideas before their time’. Give examples of e-retail techniques used to create an engaging online customer experience which Boo adopted that are now becoming commonplace.
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