Notesale: Turn your study into money

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Lecture 8
“By 1997, 5% of all retail spending in England, Scotland and Wales will be done over the net”
(Computing 1996) “By the year 2005 it will capture between 8 and 30% of the UK retail
market” (Ellis-Chadwick)
Promise & Predictions
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Take over the high street
Replace the middle man
Pirate the chain value
Enter new markets
Leverage rapid growth
Perfect competition
Take on market leaders on a level playing field

Key Dimensions of the Digital Age

Factors affecting success online are derived from different elements of a business’s
marketing strategy:
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Managerial influences
Market influences
Relative advantage
(Doherty & Ellis-Chadwick, 1999, 2003, 2010)

Managerial Influences
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Strategy
Leadership style
Resources
Capabilities
Targeting, segmentation and positioning strategy

Market Influences
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Digital market place
Customer behaviour/experiences
Competition – local and global
Pace of technological change

Relative advantage
Successful companies use digital technology to:
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Create opportunities to serve their markets better
Improve the financial potential of their operations
Create innovative marketing opportunities

Reshaping the Marketing Mix

Strategic thinking in the digital age requires:
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Clarity of purpose
Understanding of the market
Analysis of relative advantage of the technology
Releasable goals
Effective implementation



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