E-Commerce

18 Pages 4475 Words

organisational divisions can help businesses gain understanding hence plan for it's inevitable continuing evolution. In terms of marketing, the modern organisation must be critically aware of the development of E-commerce, and the implications that it entails. "Marketers develop their own recipe of promotional tactics to fit the product lines or industries in which they compete. Now electronic communications tools are and will continue to be an important ingredient in the promotional mix" (Reedy, J. Schullo, S. Zimmerman, K. 2000, pg. 29) In assessing the implications of E-commerce in terms of marketing, it is important to understand its impact in respect to marketing strategy formulation. As the Internet, and in turn E-commerce has developed, and continues to evolve and grow, it is vital that any organisation, in any particular industry, must base it's strategic planning around such a rapidly growing medium. The growth of the Internet is an environmental influence that must be embraced and understood so to successfully plan for future marketing implementation. In order to successful realise the impact that E-commerce has in terms of marketing, it is important to break the area of interest into some key areas. As most of the issues that arise in terms of E-commerce represent organisations entering the environment, it seems natural to base discussion around this. Therefore, the bulk of the literature review relates existing organisations entering into the E-commerce market environment. In successfully identifying the relationship between E-commerce and strategy, the issues are categorised as follows: 1. Strategic analysis · Understanding the environment 2. Identifying the strategic options/SWOT analysis · Strategic Advantages/Disadvantages · Advertising · Electronic cost cutting/publishing/Process 3. Corporate level, Business level, d Marketing level 4. Retailing in E-commerce · Implementation Issues · Financial · Performance moni...