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Strategies for Your Web Site Marketing Plan Marketing Articles | May 8, 2002
Based on the ... ... plan book "How Much for Just the ... strong are your Web site ... Do they move your business toward ... your ... or overall goals? Think o


Based on the strategic marketing plan book "How Much for Just the Spider?"

How strong are your Web site strategies? Do they move your business toward achieving your objectives or overall goals? Think of your strategies as a framework that clarifies the approaches you will take in meeting your Web site's objectives. They are more specific than the objective, but do not include exact details. After developing the strategic framework, you will fill in the details with tactics (I will leave tactics discussions for later Authentic Devin Singletary Jersey , in part four of this series.).

You can increase your strategies' effectiveness by taking into consideration the business environment you operate in - both online and offline. Two approaches to analyzing the business environment are to complete 1) an industry analysis such as Porter's Five Forces and 2) a situation analysis such as a SWOT analysis.

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Porter's Five Forces
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A formal industry analysis, such as Michael Porter's Five Forces, is more in depth than simply looking for trends and general industry information and can help you better develop successful strategies.

Michael Porter's Five Forces can provide insight into both your online and offline competitive environments. In the Five Forces Model, Porter explains that in any industry there are five forces that influence what happens within the industry:

1. Existing companies, 2. potential new companies Authentic Cody Ford Jersey , 3. substitutes for products offered, 4. the suppliers, and 5. the customers.

These five forces combine to make up the business environment. By studying the structure of and dynamics between these forces, you can discover opportunities for improving upon your strategies. Porter designed his basic model to be applied to an entire industry. The same analytical method, however Authentic Ed Oliver Jersey , could also be used to study a narrower universe, such as online presence within an industry. When developing your Web site marketing plan, for example, you can identify the "forces" as:

* Competitors: Those sites that offer the same product, service Authentic Zay Jones Jersey , or information as your site.

* Potential new entrants: Your site-less off-line competitors as well as new companies entering the industry via a Web site.

* Customers: Visitors and potential visitors to your Web site and your competitors? sites.

* Suppliers: Those companies that supply you with the products (or parts if you are a manufacturer) andor services offered on your site. Other suppliers are the Web hosting, software, and other vendors that supply Web- enabling technology.

* Substitutes: Other means and sources for the same products, services, or information as your Web site provides.

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