Digital Strategy - Lecture Three...
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situation analysisobjectives
strategy
tactics
actioncontrol
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strategysystems
functionsresources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
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Your Notes PESTEL Factors Potential Impact Implications & Importance
About your organisation & how the factors might impact on DIGITAL marketingfor your organisation/SBU
PoliticalEconomicSocialTechnologicalEnvironmentalLegal
H = HighM = MediumL = LowU = Undecided
Time Frame:ShortMediumLong
Type:Opportunity orThreat
Implication:IncreasingReducingNot yet determined
Relative ImportanceH = HighM = MediumL = Low
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…disruption and innovation
…increasing online video audiences
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strategysystems
functionsresources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
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stakeholder analysis...
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Monitor… Minimal Effort
Keep Informed
Keep Satisfied Key Players
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segment characteristics
involvement
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Average weekly internet usage is 20.5 hours (2015)
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search
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Intensity of existing rivalry
Porter, M, 1979, HBR
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CE
A
B
D Firms within a strategic group have similar strategies
The relative position of groups shows how alike or different their strategies are
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effect on industry, market & you
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INB
OU
ND
LOG
ISTI
CS
OP
ERAT
ION
S
OU
TBO
UN
DLO
GIS
TIC
S
MA
RK
ETIN
G&
SA
LES
SER
VIC
E
FIRM INFRASTRUCTURE
HUMAN RESOURCE MANAGEMENT
TECHNOLOGY DEVELOPMENT
PROCUREMENT
Source: Porter
Porter, M, 1985
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user experience… UX
Findability and SEM
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Internal analysis...
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…simplistic but often used model
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…web presence model
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Strengths Weaknesses
Opportunities“Maxi-Maxi” Strategies
Strengths used to maximiseopportunities
“Mini-Maxi” Strategies
Minimise weaknesses by taking advantage of
opportunities
Threats“Maxi-Mini” Strategies
Strengths used to minimisethreats
“Mini - Mini” Strategies
Minimise weaknesses and avoid threats