Digital Strategy - Lecture Three...
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situation analysisobjectives
strategy
tactics
actioncontrol
strategysystems
functionsresources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
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
…disruption and innovation
…increasing online video audiences
strategysystems
functionsresources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
stakeholder analysis...
Monitor… Minimal Effort
Keep Informed
Keep Satisfied Key Players
segment characteristics
involvement
Average weekly internet usage is 20.5 hours (2015)
search
Intensity of existing rivalry
Porter, M, 1979, HBR
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
effect on industry, market & you
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
user experience… UX
Findability and SEM
Internal analysis...
…simplistic but often used model
…web presence model
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
