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Kunnskapskilden – Internet Marketing Intelligence
Internet Marketing Intelligence
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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia i 1999
Content
Chapter 3 |
One to One Marketing and its environment |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia i 1999/2000
Can you imagine a football game without the players? Or without the ball? On the other hand can you think of any business operating outside its «field», its environment. There are synonymous activities between businesses and its environment since they influence each other in many ways. In a few words companies take an outside – inside view of their environment all the time. This is a continuous process in order to monitor the changing environment and keep their strategies up-dated in order to meet the best opportunities offered. Managers faced with the need to analyze effectively the environment have to deal with a problem. The formulation of a strategy that is concerned with matching the capabilities of an organization to its environment.
Two are the main parts that need to be analyzed each time:
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Some of the forces are «controllable» and that means they can be manipulated from the company and some others are «non controllable» factors which have to accepted as they are.
The major forces that represent the macro environment are namely:
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This is a classification according to Philip Kotler.
Another well known is the PEST analysis.
Here the environment is analyzed with the use of
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Both approaches can be used effectively, for the purposes of constructing an Internet scanning system to monitor changes in the macro – environment. The most important decision in monitoring the surroundings is to select to use Web sites according to a mixed scanning strategy.
What will the new Europe look like in 2010?
http://www.colybrand.com/sixforces/PwC_html/landing.html
A recent PricewaterhouseCoopers publication, Waving or Drowning? Four Scenarios for New Europe to 2010, explores the key social, technological, economic, environmental, and political uncertainties of the New Europe under four scenarios.
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