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This article taken from Judith, Adel and Raymond of writing "network marketing" , it is so far the most clear on the concept and theoretical lines of the most explicit book. If certain areas to ascertain the authority of Network Marketing, New-Loong think that the book was the one.
Situation Analysis
Some people believe that the network marketing plan means starting from scratch. This remark is correct, all knowledge of the facts from the beginning. Whether the company's existing business, or e-commerce operations, develop marketing plans are a good start. As mentioned above, if an enterprise does not have a complete, the appropriate business plans, marketing staff will be analyzing the situation of the company and SWOT analysis.
Marketing environment is the 10,000 thousand times, the enterprises with a lot of opportunities (such as the development of new products, new markets, new customers, as well as the medium of communication among business partners and the exchange of new channels), but at the same time, enterprises are faced with Many competitors, the economy and other threats. Analysis of Network Marketing environment (including other types of environmental analysis) have the following elements, namely legal factors, technical factors, as well as market factors.
SWOT (strengths, weaknesses, opportunities and threats) analysis refers to the environment and competitiveness analysis, the company's internal strengths and weaknesses, as well as companies outside the opportunities and challenges for analysis. Analysis of opportunities can help companies identify target markets or develop new products. The challenge is that the risks faced by enterprises.
For example, when Amazon's online sales seize the opportunities, competition in the market is not very intense. The biggest risk facing the company is a large chain bookstores (Barno Bookstore) claiming that they entered the online market. 's Biggest disadvantage is not the experience of selling books, not even the experience of using a credit card transaction. In addition, the company do not understand how the packing of consignments. Initially they were packing the book on the ground, and later a carpenter suggest that they produce a package Taiwan to solve the problem. Is the company's biggest advantage is a smart team, they are willing to tertiary study, good learning. For Amazon, Fortunately, the big bookstore slow. It is their delayed entry to the Amazon to create an online branding opportunities. Amazon's shares until the eve of the listing, Barno Bookstore (www.bn.com) began counterattack, but it was too late.
It is noteworthy that in an enterprise network market advantage or disadvantage with the entities in the market advantage or disadvantage is not the same. Barno Bookstore entities in the market with a strong advantage, but it does not bring the network into its market advantage. The company will soon find themselves in the unfortunate position of channel conflict on. He had no choice but to distribution channels partners explain why online shopping, shopping than in the less. Amazon only sold online, it does not exist the potential channel conflict.
E-business company in need of key internal capacity
Communicate with customers: e-commerce, customer service, distribution channels
Production and implementation: supply chain management, production planning, inventory management
Officers: culture, technology, knowledge management, leadership ability and the ability of the implementation of e-commerce
Technology: enterprise resource planning, the original integrated applications, networks, websites, security, IT technology
Core organizational structure: Finance Department, research and development, human resources |
