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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Chapter 4E-environment

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Learning outcomesIdentify the different elements of an

organization macro-environment that impact on an organization e-business ande-marketing strategy

Assess the impact of legal, privacy and ethical constraints or opportunities on a company

Assess the role of macro-economic factors such as governmental e-business policies, economics, taxation and legal constraints.

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Management issuesWhat are the constraints placed on

developing and implementing an e-business strategy by thee-environment?

What factors influence the adoption of new digital media and how can we estimate future demand for online services?

How trust and privacy can be assured for the customer while seeking to achieve marketing objectives of customer acquisition and retention?

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT FactorsMacro-environment

Social Legal Economic Political Technological

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT: Social

Include the influence of consumer perceptions in determining usage of the Internet for different activities

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT: Legal and ethical

Determine the method by which products can be promoted and sold online

Governments, on behalf of society, seek to safeguard individuals right to privacy

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT: Economic

Variations in the economic performance in different countries and region affects spending patterns and international trade

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT: Political

National governments and transnational organizations have an important role in determining the future adoption and control of the Internet and the rules by which it is governed

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

SLEPT: Technological

Changes in technology offer new opportunities to the ways products can be marketed

Figure 4.1 ‘Waves of change’ – different timescales for change in the environment

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Factors governing Internet adoption

Cost of accessValue propositionEase of useSecurityFear of the unknown

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Internet Access

Consumers and businesses who uses Internet vary according to countries

Within each country, adoption of the Internet vary significantly according to individual demographic characteristics

Broadband adoption

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Figure 4.2 Variation in broadband subscribers per 100 inhabitants, by technology, December 2007Source: OECD (www.oecd.org/sti/ict/broadband)

Figure 4.3 Variation in demographic characteristics of UK Internet users: (a) gender, (b) age, (c) social gradeSource: eMori Technology Tracker – www.mori.com/technology/trackerdata.shtml