Faculty of Information and Communication Technology

DCOMP211
Department Course Name Semester Commence Date Deadline Date Unit Controller E-mail

Electronic Commerce
: : : : : : : Faculty of ICT BBIB.BBEN 5 Week 3 Week 12 Tapson tmlambo@limkokwing.ac.bw

Group Assignment

Assignment Requirements 1. You are required to prepare an E-marketing plan. Consider a local business that you know about and the products and the services they offer and develop an E-Marketing plan for it. Your report should contain a table of contents, executive summary, discussion, conclusion, reference / bibliography, and the word count should be between 3500 and 4000. Below is the structure your report must adhere to: A Seven-Step E-Marketing Plan Seven key planning elements include a situation analysis, e-marketing strategic planning, the plan objectives, e-marketing strategy, an implementation plan, the budget, and a plan for evaluating success. Executive Summary (5 marks) a. overview of the company; b. key aspects of the strategic e-marketing plan. a) Step 1 Situation Analysis (15 marks) The situation analysis is also known as the SWOT (strengths, weaknesses, opportunities, and threats) analysis which examines the internal strengths and weaknesses and the external opportunities and threats. Three key environmental factors that affect e-marketing include legal, technological, and market-related factors. Also include how you plan to overcome privacy constraints in the E-Marketing realm. b) Step 2 E-Marketing Strategic Planning (15 marks) Strategic planning involves determining the fit between the organizations objectives, skills, and resources and its changing market opportunities, also known as tier 1 strategy. This includes segmentation, targeting, differentiation, and positioning. c) Step 3 Objectives (10 marks) Objectives are to be task specific (what is to be accomplished), measurable (how much), time specific (by when) and realistically attainable. d) Step 4 E-Marketing Strategies (15 marks)

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E-marketing strategies involve the 4 Ps and relationship management to achieve plan objectives regarding the offer (product), value (pricing), distribution (place), and communication (promotion). These are called tier 2 strategies.

The Offer: Product Strategies

A firm can sell merchandise, services, or advertising on its Web site. They can create new brands for the online market or sell selected current or enhanced products in that channel.

The Value: Pricing Strategies

A firm must decide on how online product prices will compare with offline equivalents and usually use either dynamic pricing r online bidding.

Distribution Strategies

Many firms use the Internet to create efficiencies among supply chain members through direct marketing or agent e-business models.

Marketing Communication Strategies

Firms use Web pages and e-mail to communicate with their target markets and business partners. Firms build brand images, create awareness of new products, and position products using the Web and e-mail

Relationship Management Strategies

E-marketing communication strategies also help build relationships with a firms partners, supply chain members, or customers. e) Step 5 Implementation Plan (10 marks) This is the step in which the marketer selects the marketing mix the 4 Ps, relationship management tactics, and other tactics to achieve the plan objectives and then devises detailed plans for implementation. Importance is placed on information gathering tactics, web site log analysis, and business intelligence. f) Step 6 Budget (15 marks) Marketers need to determine the returns from an investment: cost/benefit analysis, return on investment (ROI), internal rate of return (IRR), and return on marketing investment (ROMI).

Revenue Forecast

The firm uses an established sales forecasting method for estimating the site revenues in the short, intermediate, and long term. Intangible Benefits intangible benefits include brand equity, brand awareness and similar objectives that may be difficult to measure. Cost Savings using the Internet creates efficiencies in the supply chain which typically increases profits by eliminating intermediaries.

E-Marketing Costs Costs for e-marketing are wide reaching and may
include costs for: employees, hardware, software, programming, and more. Costs for the Web site may include: technology costs, site design, salaries, marketing communications, and others. g) Step 7 Evaluation of Plan (10 marks) Once the e-marketing plan is implemented, its success depends on continuous evaluation which means marketers must have a tracking system in place before the electronic doors open.

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Conclusion (2.5 marks) Reference (2.5 marks) Grading The total mark is 100. This paper will be graded professionally and it will cover 30% of your total course grade Very Important Instruction to students This is a take home assignment; students MUST adhere to the due date of submission set by the lecturer. Delay of submission of assignment without a valid reason will NOT be tolerated. If the lecturer finds that two or more groups have copied from one another and theres an evidence of plagiarism, the students involve will get 0% for the entire assignment. Presentation of Paper 1. 2. 3. 4. Appearance: 1 spaced and free of typographical errors Font types: Arial/Times New Roman and Font size : 11 with justified your answer Well arranged Appendices and References at the end of the report. Submitted in a bound report, complete with accompanying cover page.

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