SIX STRATEGY IN E-BUSINESS
After a lengthy discussion about e-commerce in the previous posts, it's time about the strategic decisions made by a company on e-business too.
By knowing the strategy can know how important strategy is needed in the company. Next is a 6 e-business strategies that are applied to the Cheese Cake Factory Company Indonesia:
E-business Channel Priorities
Cheese Cake Factory use strategy Bricks and Clicks. In addition to this website to provide information about the products owned by the Cheese Cake Factory, also provides an online purchase.
Restructuring and organizational capabilities
The strategy used was the in-house division. With this profit is owned by the Cheese Cake Factory to be larger because they do not need to do the division of profit with other companies. But one division is required to develop this strategy, but its impact is the expenditure for the division.
Business, service and revenue models
For this strategy is divided into 3 terms, namely:
Marketplace Position
The position of the Cheese Cake Factory is a Manufacturer. Because for every product produced is the production itself.
Revenue Model
Revenue models in use is the Cheese Cake Factory Direct Product Sales of Product. Cheese Cake Factory to produce their own individual products also sell their own products in the shops or through the website.
Commercial Model
Commercial Model of the Cheese Cake Factory is a Fixed Price Sale. Cheese Cake Factory sells products with prices that do not change.
Marketplace restructuring
Marketplace for the restructuring is divided into 2, namely the buy side and sell side. Buy into the side is a direct purchase material for the production cake directly to producers. Which is a Sell Side Seller directly to Customer? Cheese Cake Factory does not sell its products through a supplier or wholesaler anywhere but directly to the customer.
Market and product development strategies
Because the Cheese Cake Factory has the products and market existing at this time. So the strategy is to use penetration Market Strategy. This growth strategy with the market share can be run more effectively. In addition, Cheese Cake Factory can be more increased services so that customers become better. Because of the increased value for product every owned. In addition, more profit can be increased due to an order through online.
Positioning and differentiation strategies
On this strategy there are 4 choices of focus strategy, including product performance excellence, price performance excellence, transactional excellence, excellence and relationship. Cheese Cake Factory itself can focus on implementing the following strategies:
Product performance excellence: providing an online product customization. Customize the product to the Cheese Cake Factory can be done for example on the order of birthday cake. Custom sizes can be an election cake, writing on the cake, the candle decorations that can be added to the cake, until the order as a birthday card to them for free.
Relationship excellence: enables consumers to conduct a review or a sales order history repeat placing order. Consumers can register to become a member before making the order, so that the data will be stored and consumers can make orders or to see the next orders of the member with the comfortable area.
For each above strategy cannot always be used for each company. Depending on the type of company and the vision and mission of the company. In addition, also depends on the type of e-business used by the company.
