CHAPTER 3 : THE E-MARKETING PLAN

ESP FRAMEWORK

TYPE OF PLANS

Napkin Plan

• Entrepreneurs were known to jot down ideas on a napkin or pad of paper.
• Big companies is just-do-it, activity-based, bottom-up plan.
• These plan sometimes work and sometime necessary, but not recommended

TYPE OF PLANS

Venture Capital Plan

• The Venture Capital E-Marketing Plan is a more comprehensive plan for those seeking start-up capital and long-term success.
• Well-composed business plan, and more importantly, a good team to implement it.
• Where does an entrepreneur go for start-up capital?

CHAPTER 3 : THE E-MARKETING PLAN

CONCLUSION

• Critical to success.
• Follow seven-step e-marketing plan.
• You will get success to do E-marketing plan.

EXCEPT SELLER, WHO WANT USE E-MARKETING ?

Sources Of Funding:

Where does an entrepreneur go for capital?

• Bank loans.
• Private funds.
• Angel investors.
• Venture capitalists (VCs).

THE FUNCTIONS & ADVANTAGES E-MARKETING FOR SELLER

STEP 7 : EVALUTION PLAN

E-marketing plan will success depends on the continuous evaluation.

• By having a tracking system before the electronic doors open.
• Measured by The Balanced Scorecard;

1. Customer Perspective.

2. Internal Perspectives.

3. Learning and Growth Perspectives.

4. Financial Perspectives.

STEP 6 : BUDGET

• To identify the expected returns from an investment.
• Revenues and costs associated with e-marketing initiatives;

1. Revenue Forecast.

2. Cost Savings.

3. E-marketing costs.

Technology cost, Site design, Salaries, Marketing Communications.

STEP 5 : IMPLEMENTATIN PLAN

STEP 3: OBJECTIVE

• The marketer identifies specific tactics to implement selected strategies.
• Information-gathering tactics because information technologies are especially adept at automating these processes.

Objective E-marketing are formulated which includes:

• Task.
• Measurable.
• Time frame.

STEP 4 : E-MARKETING STRATEGIES

STEP 1 : SITUATION ANALYSIS

STEP 2 : E-MARKETING STRATEGIC PLANNING

Strategic justification to shows how the strategy fits with;

• The firm’s overall mission and business objectives.

• Method that use to analyze an internal & external environment.
• Determine the SWOT that examines the company’s internal and external.

• Segmentation – which segment are you hoping for
• Targeting – which target audience are u looking at?
• Differentiation & positioning – where do u want to position ? How it will be different from the others brands that already presented in market

7 STEP E-MARKETING PLAN

• Situation analysis
• E-marketing strategic planning
• Objectives
• E-marketing strategy
• Implementation plan
• Budget
• Evaluation plan

CONTENT E-MARKETING PLAN

• Executive Summary
• Situational Analysis
• E-Marketing Strategic Planning
• E-Marketing Objectives
• E-Marketing Strategies
• Implementation Plan
• Budget
• Evaluation
• Appendix
• Bibliography

CHARACTERISTIC OF E-MARKETING PLAN

DIFFERENTIATED E-MARKETING AND MARKETING PLAN:

PRESENTER BY

• SITI SHAHIRAH BINTI SAAD
• NUR FADZILATUL AZIA BINTI MOHAMMD FARID GOPAL
• SAIDATUL AFNIZAN BINTI KAMARUDZAMAN
• NURELIANA BINTI MOHD RADZUAN TAN
• NUR DAYANA BINTI SHAIKH BAHAROM

SOME QUESTIONS THAT EVERY BUSINESS PLAN SHOULD ANSWER

AMAZON.COM

Founded in 1995 as an online retailer.

Leveraged its competencies into different e-business models.

Established e-commerce partnership with Target, Macy’s and others.

Provided developer services.

Created the first affiliate program

Amazon’s success is based on selection, lower prices, product availability, innovation technology and better product information.

CEO Jeff Bezos is not interested in expanding to the physical world.

• Who is the new venture’s customer?
• How does the customer make decisions about buying this product or services?
• To  what  degree  is  the  product  or 
• Service a compelling purchase for the customer?
• How will the product or service be  priced?

E-MARKETING PLAN