Permission marketing is a term used in marketing in general and e-marketing specifically. Marketers will ask permission before advancing to the next step in the purchasing process. For example, they ask permission to send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent. (source : wikipedia)
The key points from permission strategy :
- Since an e-mail strategy is proactive, get your customers’ permission; otherwise it is spam
- Rules of permission marketing
1. Permission must be granted – it can’t be assumed
2. Permission is selfish
3. Permission can be revoked as easily as it’s granted
4. Permission can’t be transferred
- Tests of permission marketing
1.Does every marketing effort encourage a learning relationship with thecustomer?
2.Does it invite customers to start communicating?
3.Do you track the people who have given you permission?
4.If a customer gives you permission, do you have anything to say?
Levels of permission marketing
1.Intravenous treatment – the emergency room
2.Green stamps – frequent flyer miles
3.Personal relationships – neighborhood butcher giving you ribeyes instead of sirloin at no charge
4.Branding – people usually choose the known over the unknown
5.Situational selling – a sales clerk recommends a video
6.Spam – calling a stranger at home during dinner without permission
There are some basic principles to be followed when performing B2C email marketing:
Permission marketing:
Before sending further information about your product or offers you have to get your customer’s permission. This is not only to apply with anti-spam rules, but also because unsolicited emails usually fail miserably in conversions rates. Opt in also outperform opt out email marketing. You can incentive people to subscribe to your list by offering a free report, a sample or a discount bonus.
The emails
You must be very precise when writing the email campaign. The first thing your subscriber will see is the “from” line and here the common mistake is to put your name along, trying to make the emails personal. Besides you are an international authority, use your product’s or company’s name along with yours because the final interest is in the product and people wouldn’t always remember who you are.
The second thing people read is the “subject” line. This is the only phrase that can make your mail to be opened or to be sent to the trash folder. It has to be catchy, but don’t make it totally irrelevant to the mail content and always try to avoid the use of words that trigger the spam filter (like “free”).
Now, if you have made it thru the previous steps, your subscriber has opened your mail and is reading your content. Don’t bore him! Make short messages and state clearly what is in there for him. You can use his or her name in the copy, but this feature has lost it effectiveness, the same with multiple PS calls to action.
Every mail must have a link to unsubscribe or change address, and again your name, your company’s name (if applicable) and a way to contact you for any question.
Remember that in B2C email marketing you are writing to a single person that is interested in your product. Be sure all your subscribers get the message!
source :http://ebusiness.leewaygroup.com/blog/b2c-email-marketing
Selasa, 23 Desember 2008
Senin, 22 Desember 2008
Select Particular Market Sector & Assess the Past, Current, and Future Customer Use Of Internet as A Medium to Select and Buy Product
Saya akan membahas sektor pasar di bisnis kue sesuai dengan blog saya sebelumnya yaitu menggunakan contoh The Harvest Patissier dan Chocolatier,
Pada masa lalu, internet hanya digunakan sebagai media untuk mengiklankan perusahaan serta sebagai informasi di dunia maya. Info perusahaan ini biasanya hanya berisi profil perusahaan saja, tanpa memiliki layanan penjualan lewat web.
Pada saat ini, internet digunakan sebagai media untuk menjual produknya. pembeli dapat memesan produk-produk yang dijual The Harvest lewat internet, didalam website ini dipaparkan keteranga produk-produk yang dijual, beserta harganya. Pembeli dapat memesan lewsat website ini.
Namun pada kenyataannya masih kurang strategi promosi yang memberi informasi mengenai keberadaan web ini, serta kemudahan yang dapat dilakukan orang lewat web ini.
Pada masa mendatang, ssebaiknya perlu dilakukan strategi marketing yang lebih banyak terhadap penggunaan strategi e- business ini. Karena sebenearnya potensi yang dimiliki oleh penggunaan internet sebagai media untuk menjaring konsumen sangatlah besar, apalagi ditunjang dengan berbagai macam servis yang diberikan oleh The Harvest, misalnya : layanan antar yang tidak terbatas pada area-area tertentu, kustomisasi produk yang dapat dilakukan sesuai keinginan kustomer, harga yang bersaing, penjualan berbagai macam produk pelengkap selain produk utama mereka.
Cost savings and increased profitability available from e-procurement
Why Procurement is Important?????
Executives strive to increase corporate profits and hence shareholder value. Increasing sales is the traditional approach but with the present economic climate we all know that it’s really difficult. Worse still, increased competition means that pricing is under pressure.
Reducing costs is one of the few options left: it’s clear that one euro saved is one euro more profit. But does that mean: five percent saved gives a five percent increase in profitability?
With today’s low profit margins, a cost saving of one percent has a much greater impact than most executives might think.
Suppose a company has a profit margin of 5% and makes a cost saving on goods & services of 1%, then their profits will proportionately increase by 10%!
So, why aren't more executives focusing on procurement to drive competitive advantage and enhance their bottom line profitability? Often they feel that they have already done as much as is possible. However, CoAvant has found that many companies are using out of date procurement practises viewing procurement as a back-office activity rather than of strategic importance. For example, purchase agents are often judged on their ability to negotiate lower prices on a case-by-case basis when they should be working on better sourcing and optimising the overall cost of design to delivery cycle!
True performance is difficult to measure because many companies do not have the datacollection and management feedback mechanisms in place. (e-Procurement software ensures that this data is gathered and stored.) Interestingly, “good” companies strive to improve, “poor” companies with far more scope for easy improvements remain complacent. The “poor” companies only act when a crisis occurs. When executives focus on cost reduction its usually on reducing direct material costs and labour. Usually, most expenditure is here so it is a good place to start. However, some
companies consider that when direct costs are optimised there is nothing more to do! They forget indirect costs! Indirect costs can be huge, especially for non-manufacturing organisations. An average organization spends 40 per cent of purchasing expenditure on nonproduction (indirect goods) items like travel, office supplies and services.
More often than not, procurement “methods” associated with indirect goods and services is haphazard. Data reporting can be extremely weak. Many executives believe that, if they can bring about direct cost reductions, indirect costs will simply decline as well. The indirect volumes of goods and services (i.e., their usage, not their unit prices) usually do decline following direct material and/or labour reduction efforts. But companies that simply count on spill-over savings in indirect costs are leaving a lot of money on the table.
Surprisingly even very large enterprises with high level ERP tools often only use these systems for procuring direct goods, their systems are often “too heavy” for the procurement of indirect goods because these ERP tools are too heavy being typically extremely finance centric. Naturally, each case is unique; strategies tend to differ by industry, by company, and according to the company's level of procurement capability. Yet there appear to be five common themes. The companies who are best at procurement:
• Create a central procurement organization supporting multiple business units.
• Implement strategic sourcing with modern software based procurement tools in a category-driven programme. In effect, reduce overall effort and negotiate the best
deal ahead of the immediate need.
• Define team structures and skill requirements appropriate for category sourcing. In
some cases procurement engineers will help optimise the design of products.
• Capture procurement data to improve management and control.
• Manage the procurement function with a robust set of performance metrics, and link
team and individual rewards directly to procurement results.
However, until recently, purchasing has been treated as a backwater of business; a
‘Cinderella’ function, traditionally neglected by top management. That position is now changing, as compelling evidence emerges about the strategic and operational impact of purchasing as a lever for maximising shareholder value. Senior management should not see procurement as a back-office activity. They can considerably improve their profitability hence shareholder value via cost reductions by means of modern methods.
True e-Pocurement – a Key Success Factor
Difficult market conditions require aggressive cost down programmes.
In some organisations, very demanding cost reduction targets are being set. It is imperative that the full range of cost and value initiatives are examined to avoid the risk of cost management alone becoming a proxy for aligned purchasing strategy.
Modern software, such as the Brussels based “PurchasingConnect” (www.purchasingconnect.com) covers the entire purchasing cycle. See figure.
With the right software choice, e-Procurement is the most direct and effective ways for an organization to reduce costs, improve productivity, and boost profits. e-Procurement automates and streamlines the acquisition, management, and control of expenditures by creating a possibly Web-based, self-service environment that pushes product selection and order initiation to the desktops of frontline employees while maintaining corporate trading agreements, workflow, and rules.
Adopters of e-procurement have been able to realize the following benefits (Aberdeen Group):
• Reduce prices paid for materials by 5% to 10%;
• Shorten requisition-to-fulfilment cycles by 70% to 80%;
• Lower administrative costs by 73%;
• Cut off-contract ("maverick") buying in half; and;
• Reduce inventory costs by 25% to 50%, on average.
For example, typically, the costs of traditional purchasing are between 50 to 250 euro per order. But the situation can change. By using e-procurement, costs can be cut to between 5 and 20 euro per transaction.
E-procurement consolidates purchasing – if there are separate divisions or departments purchasing is coordinated to maximise discounts arising out of bulk purchasing power. Administration costs time and money. Consolidating your purchasing improves cash flow and reduces administration.
With e-procurement it is very easy to get alternative quotes. You are able to advise your existing suppliers that the business is being tendered. Of course it is possible to give existing suppliers a chance to compete and reduce their prices!
Some procurement solutions offer SRM (supplier relationship management), which keep
relationship data that will save time and can be used to build improved relationships with suppliers. E-procurement is able to interface with your suppliers in various ways. Some systems can even send interchange data entirely electronically between organisations.
source from http://www.itscan.be/files/e-Procurement_EN.pdf
Executives strive to increase corporate profits and hence shareholder value. Increasing sales is the traditional approach but with the present economic climate we all know that it’s really difficult. Worse still, increased competition means that pricing is under pressure.
Reducing costs is one of the few options left: it’s clear that one euro saved is one euro more profit. But does that mean: five percent saved gives a five percent increase in profitability?
With today’s low profit margins, a cost saving of one percent has a much greater impact than most executives might think.
Suppose a company has a profit margin of 5% and makes a cost saving on goods & services of 1%, then their profits will proportionately increase by 10%!
So, why aren't more executives focusing on procurement to drive competitive advantage and enhance their bottom line profitability? Often they feel that they have already done as much as is possible. However, CoAvant has found that many companies are using out of date procurement practises viewing procurement as a back-office activity rather than of strategic importance. For example, purchase agents are often judged on their ability to negotiate lower prices on a case-by-case basis when they should be working on better sourcing and optimising the overall cost of design to delivery cycle!
True performance is difficult to measure because many companies do not have the datacollection and management feedback mechanisms in place. (e-Procurement software ensures that this data is gathered and stored.) Interestingly, “good” companies strive to improve, “poor” companies with far more scope for easy improvements remain complacent. The “poor” companies only act when a crisis occurs. When executives focus on cost reduction its usually on reducing direct material costs and labour. Usually, most expenditure is here so it is a good place to start. However, some
companies consider that when direct costs are optimised there is nothing more to do! They forget indirect costs! Indirect costs can be huge, especially for non-manufacturing organisations. An average organization spends 40 per cent of purchasing expenditure on nonproduction (indirect goods) items like travel, office supplies and services.
More often than not, procurement “methods” associated with indirect goods and services is haphazard. Data reporting can be extremely weak. Many executives believe that, if they can bring about direct cost reductions, indirect costs will simply decline as well. The indirect volumes of goods and services (i.e., their usage, not their unit prices) usually do decline following direct material and/or labour reduction efforts. But companies that simply count on spill-over savings in indirect costs are leaving a lot of money on the table.
Surprisingly even very large enterprises with high level ERP tools often only use these systems for procuring direct goods, their systems are often “too heavy” for the procurement of indirect goods because these ERP tools are too heavy being typically extremely finance centric. Naturally, each case is unique; strategies tend to differ by industry, by company, and according to the company's level of procurement capability. Yet there appear to be five common themes. The companies who are best at procurement:
• Create a central procurement organization supporting multiple business units.
• Implement strategic sourcing with modern software based procurement tools in a category-driven programme. In effect, reduce overall effort and negotiate the best
deal ahead of the immediate need.
• Define team structures and skill requirements appropriate for category sourcing. In
some cases procurement engineers will help optimise the design of products.
• Capture procurement data to improve management and control.
• Manage the procurement function with a robust set of performance metrics, and link
team and individual rewards directly to procurement results.
However, until recently, purchasing has been treated as a backwater of business; a
‘Cinderella’ function, traditionally neglected by top management. That position is now changing, as compelling evidence emerges about the strategic and operational impact of purchasing as a lever for maximising shareholder value. Senior management should not see procurement as a back-office activity. They can considerably improve their profitability hence shareholder value via cost reductions by means of modern methods.
True e-Pocurement – a Key Success Factor
Difficult market conditions require aggressive cost down programmes.
In some organisations, very demanding cost reduction targets are being set. It is imperative that the full range of cost and value initiatives are examined to avoid the risk of cost management alone becoming a proxy for aligned purchasing strategy.
Modern software, such as the Brussels based “PurchasingConnect” (www.purchasingconnect.com) covers the entire purchasing cycle. See figure.
With the right software choice, e-Procurement is the most direct and effective ways for an organization to reduce costs, improve productivity, and boost profits. e-Procurement automates and streamlines the acquisition, management, and control of expenditures by creating a possibly Web-based, self-service environment that pushes product selection and order initiation to the desktops of frontline employees while maintaining corporate trading agreements, workflow, and rules.
Adopters of e-procurement have been able to realize the following benefits (Aberdeen Group):
• Reduce prices paid for materials by 5% to 10%;
• Shorten requisition-to-fulfilment cycles by 70% to 80%;
• Lower administrative costs by 73%;
• Cut off-contract ("maverick") buying in half; and;
• Reduce inventory costs by 25% to 50%, on average.
For example, typically, the costs of traditional purchasing are between 50 to 250 euro per order. But the situation can change. By using e-procurement, costs can be cut to between 5 and 20 euro per transaction.
E-procurement consolidates purchasing – if there are separate divisions or departments purchasing is coordinated to maximise discounts arising out of bulk purchasing power. Administration costs time and money. Consolidating your purchasing improves cash flow and reduces administration.
With e-procurement it is very easy to get alternative quotes. You are able to advise your existing suppliers that the business is being tendered. Of course it is possible to give existing suppliers a chance to compete and reduce their prices!
Some procurement solutions offer SRM (supplier relationship management), which keep
relationship data that will save time and can be used to build improved relationships with suppliers. E-procurement is able to interface with your suppliers in various ways. Some systems can even send interchange data entirely electronically between organisations.
source from http://www.itscan.be/files/e-Procurement_EN.pdf
Selasa, 09 Desember 2008
Six Strategy Definition Choices from The Harvest Patissier dan Chocolatier
Menyambung posting blog saya sebelumnya mengenai strategi e-business yang diterapkan oleh The Harvest,Saya ingin mereview The Harvest dari 6 kriteria strategi yang telah diterapkannya :
1. E-Biz channel priorities
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka telah menggunakan internet sebagai salah satu channel mereka dalam memenuhi keinginan konsumen mereka, mereka menggunakan media internet sebagai media yang membantu mereka dalam menjangkau konsumen.
Mengapa mereka memilih web?
karena dengan Web, jumlah audien yang dapat dicapai adalah sangat luas, karena secara teoritis siapapun yang dapat mengakses Internet dapat mengakses Web tersebut. Cakupan geografi adalah 'borderless' lintas negara dan benua. Waktu produksi relatif cepat, membutuhkan waktu sekitar 1 minggu bahkan secara ekstrim dalam 1 jam juga mungkin,
waktu tayang adalah timeless atau tak terbatas, tergantung keinginan si pemilik Web. Fleksibelitas isi sangat menakjubkan, bisa dirubah sesuai kondisi terakhir dengan kualitas mendekati 'real time' dan dapat di'customize' sesuai keinginan user. Untuk mem'baca' web memerlukan sarana yang paling komplek dibandingkan media marketing lainnya. Sarana yang diperlukan komputer, modem, telpon line, akses ke ISP dan beberapa program penunjang terutama untuk web browser. Tetapi teknologi akhir-akhir ini sepert WebtopTV, WAP memudahkan pengkasesan media Web tanpa membutuhkan perangkat komputer biasa.
Hal di atas menyebabkan beberapa venture capitalis melakukan investasi eCommerce dengan konsentrasi terbesar adalah pada bidang advertising dan marketing dan baru diikuti jasa finansial. Bidang marketing memang menjadi pilihan investasi yang menarik, karena daya jangkah dan pola pemasaran di Internet yang bisa dipersonalkan.
2. Organizational Restructuring and Capabilities
Ada beberapa fakta nyata yang saya lihat tentang dampak Internet terhadap bisnis mereka :
• Menggeser kekuatan dari penjual ke pembeli dengan mengungai harga ketika melakukan perubahan supplier (vendor lainnya hanya satu click jaraknya)
• Menyediakan informasi harga dan produk yang banyak dan lebih lengkap.
• Mengurangi biaya transaksi. Bandingkan transaksi bank melalui Internet dan melalui toko langsung yang tentunya akan memerlukan biaya-biaya lain, seperti transportasi dan lain-lain.
• Kecepatan, jangkauan dan aksesibilitas informasi dari Internet, serta biaya rendah untuk mendistribusikannya.
Internet mendukung infrastruktur untuk organisasi dalam tugas-tugas :
• Marketing
• Sales
• Fullfilment (ERP)
• Service/Support
3. Business, Service and Revenue Model
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka tetap menjual produk-produk asli mereka, dalam arti, saya belum melihat mereka melakukan inovasi dengan melakukan diferensiasi produk jenis lain yang dijual, namun mereka mulai menerapkan strategi service yang baru dengan melayani jasa antar sampai ke daerah-daerah tertentu di jakarta dan surabaya, untuk memenuhi keinginan konsumen yang tidak dapat datang langsung ke toko mereka.
4. Marketplace Restructuring
Berdasarkan konsep pada sistem Customer Relationship Management (Oracle), untuk mengelola customer loyalty dapat dilakukan :
• Mengelola naiknya permintaan : Setiap kustomer harus menikmati standard layanan dan dukungan yang sama, dimanapun dan berapapun ukuran mereka. Bila gagal memenuhi permintaan kustomer, saingan akan segera mengambil-alih mereka.
• Menyediakan dukungan kustomer yang baik sekali : Menyediakan jawaban sesegera mungkin atas pernyataan serta informasi yang konsisten dari setiap bagian di jalur interaksi kustomer.
• Membuat transaksi bisnis dilakukan secara mudah : Kustomer lebih suka memiliki metoda yang disukainya untuk berinteraksi dengan perusahaan. Ada yang menyukai melalui Web, ada yang suka melalui telfon. Ada juga yang masih ingin sales representative mendatangi mereka, walau mereka harus membayarnya. Perusahaan haruslah menemukan cara yang cocok dan menggunakannya secara efektif, untuk berinteraksi dengan kustomer, dalam upaya menarik minat dan menjual jasa pada mereka.
• Menyediakan distribusi yang cepat dan efisien: Mengintegrasikan jalur komunikasi, memungkinkan suatu organisasi bekerja secara lebih efisien dengan bagian internal, ataupun dengan partner luar untuk memenuhi permintaan kustomer. Pengetahuan yang real time dan ditail mengenai inventori dan status manufacturing, memungkinkan bagian penjualan menangani permintaan kustomer dan memastikan janji yang mereka berikan pada kustomer.
• Mengumpulkan dan memanfaatkan bersama informasi tentang kustomer : Konfigurasi produk yang disukai kustomer, harga yang populer, serta kesamaan antara kustomer di market vertikal dan bisnis menengah, informasi ini secara
konstan dapat dikumpulkan dan dianalisis dan menjadi dasar pemikiran untuk produk, strategi, dan layanan mendatang.
• Mengembangkan proses bisnis ke arah kustomer: Memposisikan kustomer menjadi pusat dari strategi bisnis, berarti memperluas bisnis proses untuk memenuhi permintaan kustomer. Begitu telah dimulai koordinasi interaksi kustomer yang terjadi antar bagian (billing, sales dan customer service), begitu juga melalui berbagai jalur (web, call center, face-to-face sales), efisiensi besar mulai dapat dirasakan, yang bersamaan dengan itu timbulnya oportunitas baru.
5. Market & Product Development Strategies
Penggunaan internet oleh The Harvest dari sisi market, yaitu mereka ingin menjangkau market-market yang tidak dapat dijangkau oleh penggunaan strategi yang diterapkan dengan penggunaan media konvensional. Mereka memberikan layanan antar melalui pemesanan lewat internet, namun dari sisi product development, mereka belum melakukan suatu pengembangan produk yang baru melalui media internet ini.
6. Positioning and differentiation strategies
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka terlihat baru ingin mencapai transactional excellence, dimana mereka menggunakan internet sebagai media untuk memudahkan konsumen mereka dalam melakukan transaksi, serta menggunakan internet sebagai media untuk mempromosikan produk-produk mereka beserta harga-harganya.
Dari segi Relationship Excellence, mereka menerapkan strategi testimonial dari konsumen terhadap produk-produk mereka.
1. E-Biz channel priorities
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka telah menggunakan internet sebagai salah satu channel mereka dalam memenuhi keinginan konsumen mereka, mereka menggunakan media internet sebagai media yang membantu mereka dalam menjangkau konsumen.
Mengapa mereka memilih web?
karena dengan Web, jumlah audien yang dapat dicapai adalah sangat luas, karena secara teoritis siapapun yang dapat mengakses Internet dapat mengakses Web tersebut. Cakupan geografi adalah 'borderless' lintas negara dan benua. Waktu produksi relatif cepat, membutuhkan waktu sekitar 1 minggu bahkan secara ekstrim dalam 1 jam juga mungkin,
waktu tayang adalah timeless atau tak terbatas, tergantung keinginan si pemilik Web. Fleksibelitas isi sangat menakjubkan, bisa dirubah sesuai kondisi terakhir dengan kualitas mendekati 'real time' dan dapat di'customize' sesuai keinginan user. Untuk mem'baca' web memerlukan sarana yang paling komplek dibandingkan media marketing lainnya. Sarana yang diperlukan komputer, modem, telpon line, akses ke ISP dan beberapa program penunjang terutama untuk web browser. Tetapi teknologi akhir-akhir ini sepert WebtopTV, WAP memudahkan pengkasesan media Web tanpa membutuhkan perangkat komputer biasa.
Hal di atas menyebabkan beberapa venture capitalis melakukan investasi eCommerce dengan konsentrasi terbesar adalah pada bidang advertising dan marketing dan baru diikuti jasa finansial. Bidang marketing memang menjadi pilihan investasi yang menarik, karena daya jangkah dan pola pemasaran di Internet yang bisa dipersonalkan.
2. Organizational Restructuring and Capabilities
Ada beberapa fakta nyata yang saya lihat tentang dampak Internet terhadap bisnis mereka :
• Menggeser kekuatan dari penjual ke pembeli dengan mengungai harga ketika melakukan perubahan supplier (vendor lainnya hanya satu click jaraknya)
• Menyediakan informasi harga dan produk yang banyak dan lebih lengkap.
• Mengurangi biaya transaksi. Bandingkan transaksi bank melalui Internet dan melalui toko langsung yang tentunya akan memerlukan biaya-biaya lain, seperti transportasi dan lain-lain.
• Kecepatan, jangkauan dan aksesibilitas informasi dari Internet, serta biaya rendah untuk mendistribusikannya.
Internet mendukung infrastruktur untuk organisasi dalam tugas-tugas :
• Marketing
• Sales
• Fullfilment (ERP)
• Service/Support
3. Business, Service and Revenue Model
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka tetap menjual produk-produk asli mereka, dalam arti, saya belum melihat mereka melakukan inovasi dengan melakukan diferensiasi produk jenis lain yang dijual, namun mereka mulai menerapkan strategi service yang baru dengan melayani jasa antar sampai ke daerah-daerah tertentu di jakarta dan surabaya, untuk memenuhi keinginan konsumen yang tidak dapat datang langsung ke toko mereka.
4. Marketplace Restructuring
Berdasarkan konsep pada sistem Customer Relationship Management (Oracle), untuk mengelola customer loyalty dapat dilakukan :
• Mengelola naiknya permintaan : Setiap kustomer harus menikmati standard layanan dan dukungan yang sama, dimanapun dan berapapun ukuran mereka. Bila gagal memenuhi permintaan kustomer, saingan akan segera mengambil-alih mereka.
• Menyediakan dukungan kustomer yang baik sekali : Menyediakan jawaban sesegera mungkin atas pernyataan serta informasi yang konsisten dari setiap bagian di jalur interaksi kustomer.
• Membuat transaksi bisnis dilakukan secara mudah : Kustomer lebih suka memiliki metoda yang disukainya untuk berinteraksi dengan perusahaan. Ada yang menyukai melalui Web, ada yang suka melalui telfon. Ada juga yang masih ingin sales representative mendatangi mereka, walau mereka harus membayarnya. Perusahaan haruslah menemukan cara yang cocok dan menggunakannya secara efektif, untuk berinteraksi dengan kustomer, dalam upaya menarik minat dan menjual jasa pada mereka.
• Menyediakan distribusi yang cepat dan efisien: Mengintegrasikan jalur komunikasi, memungkinkan suatu organisasi bekerja secara lebih efisien dengan bagian internal, ataupun dengan partner luar untuk memenuhi permintaan kustomer. Pengetahuan yang real time dan ditail mengenai inventori dan status manufacturing, memungkinkan bagian penjualan menangani permintaan kustomer dan memastikan janji yang mereka berikan pada kustomer.
• Mengumpulkan dan memanfaatkan bersama informasi tentang kustomer : Konfigurasi produk yang disukai kustomer, harga yang populer, serta kesamaan antara kustomer di market vertikal dan bisnis menengah, informasi ini secara
konstan dapat dikumpulkan dan dianalisis dan menjadi dasar pemikiran untuk produk, strategi, dan layanan mendatang.
• Mengembangkan proses bisnis ke arah kustomer: Memposisikan kustomer menjadi pusat dari strategi bisnis, berarti memperluas bisnis proses untuk memenuhi permintaan kustomer. Begitu telah dimulai koordinasi interaksi kustomer yang terjadi antar bagian (billing, sales dan customer service), begitu juga melalui berbagai jalur (web, call center, face-to-face sales), efisiensi besar mulai dapat dirasakan, yang bersamaan dengan itu timbulnya oportunitas baru.
5. Market & Product Development Strategies
Penggunaan internet oleh The Harvest dari sisi market, yaitu mereka ingin menjangkau market-market yang tidak dapat dijangkau oleh penggunaan strategi yang diterapkan dengan penggunaan media konvensional. Mereka memberikan layanan antar melalui pemesanan lewat internet, namun dari sisi product development, mereka belum melakukan suatu pengembangan produk yang baru melalui media internet ini.
6. Positioning and differentiation strategies
Dalam strategi e-commerce yang telah diterapkan oleh The Harvest, mereka terlihat baru ingin mencapai transactional excellence, dimana mereka menggunakan internet sebagai media untuk memudahkan konsumen mereka dalam melakukan transaksi, serta menggunakan internet sebagai media untuk mempromosikan produk-produk mereka beserta harga-harganya.
Dari segi Relationship Excellence, mereka menerapkan strategi testimonial dari konsumen terhadap produk-produk mereka.
Minggu, 30 November 2008
How Business Website Can be Productive at Very Initial Stages
Cara-cara dibawah ini dapat membuat suatu business website dapat benar-benar mendukung strategi bisnis yang dilakukan oleh suatu perusahaan.
How to Create Fruitful Business Website
Small and medium sized businesses (SMBs) demand full attention at regular period of intervals. Websites are direct interactive mode to your customers and customers always prefer easy to use functionality and attractive appearance. Products and services of business reach to customers through your website and appropriate content of website creates online presence strong. Maintenance of business website content covers several important points to consider. To make your website unique, powerful and user-friendly following online business rules are very significant.
Simple to use for customers
Well design model of website
Easy navigation
- Easy navigation system help customers to reach out more and more necessary information about product and services offered. Design of navigation for business information should not be complex to understand as too many navigation items create challenges to understand it properly.
- Word count on pages of business website should not be too long. Excess of words on the page create unnecessary obstacle to find out real information. Page word count should be user-friendly and easy to understand words should be there.
- Search engine identification is also important for the success of business websites. Key words on page should be relevant to business that helps search engine to identify the business when customers use to search the business they required. Two or three phrases containing appropriate keywords should be used.
- For keeping your business website in listing of major search engines SEO (search engine optimization) is great way. Review of keywords and descriptions on each page, proper page titles. Appropriate page titles use to help search engines for better indexing.
- Business website gets more worth with appropriate image use instead of thousand words. Optimize use of images helps in decreasing page load time of website.
- To generate additional traffic to business website Google Analytics and Google AdWords use to play great role. It is the best way to analyzing the traffic that comes to your site. As Google analytics use to provide reports on all web site traffic and paid option of Google Adwords will list your website on additional websites that advertise with Google Adsense.
- Blog is the ultimate way of keeping communication channel alive with your customers to make aware them about latest news, product and services offered by your business at regular periods of interval. Blogs are web journals and identified more quickly by search engines.
There are several tips that use to be helpful for business websites at regular intervals of time after introduction for generating traffic. HiddenBrains have team of experts to help business websites to generate more profits as we do remodeling, web development, web designing and use to provide other web related services.
from http://www.articlesbase.com/internet-marketing-articles/how-business-website-can-be-productive-at-very-initial-stages-424036.html
Selasa, 25 November 2008
The Harvest Patissier & Chocolatier
Sekilas mengenai The Harvest
The Harvest Patissier dan Chocolatier berdiri ada tahun 2004 di bawah bendera PT. Mount Scopus Indonesia. Bermula dari sebuah outlet yang mempekerjakan 25 pegawai, kini The Harvest berkembang menjadi lima outlet. Jumlah karyawan lebih dari 300 orang. The Harvest telah menghasilkan ratusan produk. Pastry shop ini memegang teguh prinsip people is our biggest aset.
Untuk menjaga kualitas produk tetap prima, The Harvest mengimpor langsung bahan-bahan industrinya, seperti cokelat dari Eropa dan krim keju dariAustralia. Meskipun memiliki kualitas hotel bintang lima, namun produk-produk The Harvest tetap memiliki harga terjangkau dengan kisaran harga Rp4.000 untuk cokelat praline hingga ratusan ribu rupiah. Semua disesuaikan dengan permintaan untuk beragam cake.
Produk-produk andalan The Harvest diantaranya strawberry cheesecake, chocolate devil, triple chocolate, cookies &cream dan chocolate tiramisu. Juga ada ice cake, seperti black forest ice cake, chocolate caramel ice cake, chocolate ice cake, ore cookie ice cake, rum raisins ice cake, tiramisu ice cake, triple ice cake dan vanilla ice cake. Beragam roti croissant dan muffin, cokelat praline, cookies dan es krim juga tersedia. Tak hanya memiliki penampilan menawan dan harga terjangkau, rasanya pun lezat.
Kelima outlet The Harvest dapat dikunjungi di Senopati, Arteri Pondok Indah, Menteng, Kepala Gading dan Dharmawangsa. The Harvest pun segera melebarkan sayap September mendatang ke Kota Surabaya. Rencananya, The Harvest lain menyusul hadir di berbagai belahan Indonesia dan luar negeri.dikutip dari : http://jurnalnasional.com/?med=tambahan&sec=WISATA&rbrk=&id=52268&detail=WISATA
Strategi e-commerce dari The Harvest
The Harvest Patissier & Chocolatier memiliki website dengan alamat http://www.harvestcakes.com
Didalam website ini berisikan keterangan produk-produk yang dijual, letak outlet, dan berbagai macam hal- hal yang sekiranya penting untuk sebagai informasi bagi setiap orang yang hendak membeli produk dari The Harvest.
Orang dapat membeli produk-produk The Harvest dengan cara pemesanan secara online maupun telpon.
Selama ini para pelanggan yang ingin membeli suatu produk sejenis seperti yang dijual The Harvest diharuskan untuk mendatangi tempat dari penjual produk sendiri dan hal itu sangatlah tidak efisien bagi para pelanggan yang mempunyai kesibukan kesibukan yang sangat padat sekali. Dengan adanya layanan electronic commerce (e-commerce) ini maka pelanggan dapat mengakses serta melakukan pesanan dari berbagai tempat.
Menurut Kalakota dan Whinston (1997) dalam buku M. Suyanto (2003)
mendefinisikan e-commerce dari beberapa perspektif berikut :
1. Perspektif Komunikasi : e-commerce merupakan pengiriman indormasi, produk/layanan, atau pembayaran melalui lini telepon, jaringan computer atau sarana eletronik lainnya.
2. Perspektif Proses Bisnis : e-commerce merupakan aplikasi teknologi menuju otomisasi transaksi dan aliran kerja perusahaan.
3. Perspektif Layanan: e-commerce merupakan salah satu alat yang memenuhi keinginan perusahaan, konsumen dan manajemen dalam memangkas service cost ketika meningkatkan mutu barang dan kecepatan pelayanan.
4. Perspektif Online: e-commerce berkaitan dengan kapasitas jual beli produk dan informasi di internet dan jasa online lainnya.
Penggolongan e-commerce yang lazim dilakukan orang ialah berdasarkan sifat transaksinya, yaitu :
1. Business to business (B2B)
2. Business to Consumer (B2C)
3. Consumer to Consumer (C2C)
4. Consumer to Business (C2B)
5. Non Business e-Commerce
6. Intrabusiness (Organizational) e-Commerce
Manfaat yang dapat diperoleh dari e-commerce bagi The Harvest antara lain menurut saya :
1. Memperluas market place.
2. Menurunkan biaya pembuatan, pemrosesan, pendistribusian, penyimpanan dan pencarian informasi yang menggunakan kertas (paperless).
3. Memungkinkan pengurangan inventory dan overhead dengan menyederhanakan supply chain dan management tipe “pull”.
6. Memperkecil biaya telekomunikasi ( internet lebih murah).
7. Akses informasi lebih cepat
8. Memungkinkan pelanggan untuk berbelanja atau melakukan transaksi lain selama 24 jam sehari sepanjang tahun dari hampir setiap lokasi.
9. Memberikan lebih banyak pilihan kepada pelanggan.
10. Pelanggan bisa menerima informasi yang relevan secara detail dalam hitungan detik, bukan lagi hari atau minggu.
11. Memberi tempat bagi para pelanggan lain di electronic community dan bertukar pikiran serta pengalaman.
Melihat kenyataan tersebut, maka penerapan teknologi e-commerce merupakan salah satu faktor yang penting untuk menunjang keberhasilan suatu produk dari sebuah perusahaan.
Untuk mempercepat dan meningkatkan penjualan cepat maka dengan melihat perkembangan
teknologi informasi yang sangat pesat tersebut kita dapat memanfaatkan suatu layanan
secara on-line yang berupa e-commerce. Selama ini, sistem penjualan dari pelanggan
yang digunakan oleh perusahaan hanya bersifat secara tertulis dan manual, yang tidak
jarang cenderung menyesatkan. Dengan adanya layanan jasa berupa e-commerce yang
dapat secara cepat dapat dinikmati oleh pelanggan maupun perusahaan sendiri maka
segala layanan yang diinginkan oleh para pelanggan dapat segera ditindak lanjuti dengan
secepat mungkin, sehingga perusahaan tersebut akan mampu memberikan pelayanan
yang terbaik dan tercepat bagi para pelanggan.
Senin, 24 November 2008
METADATA SERVICES
About metadata
Whether you realize it or not, you've seen metadata before. There's metadata for a wide variety of things, with varying levels of detail. The nutritional information on the label of a can of soup is metadata. A department store catalog is metadata. The price sticker on a new car is metadata. Anything that describes something else can be thought of as metadata.
Metadata is useful because it tells you about something without having that something. For example, you might browse through a store catalog before deciding to make a purchase. The metadata about the items in the catalog give you valuable information such as price, size, and material to help you determine whether the item is right for you.
Metadata for geographic data is often described as data about data. Metadata for geographic data typically describes the content, quality, type, collection date, and spatial location of the actual data. Looking at metadata can help you determine whether a particular dataset is appropriate for your use. In fact, it' s often easier to judge the suitability of the data from its metadata than by examining the actual data itself. This is because metadata is generally much smaller and easier to share than the actual data.
Full metadata documentation, Creating_Metadata_Services.pdf, was not available at the time of release. Check the documentation download area on the ESRI support site for this document. Go to http://support.esri.com, click Knowledge Base, click Product Documentation, then click ArcIMS. This guide tells how to use ArcIMS, with ArcGIS Desktop and ArcSDE, to create a catalog of your GIS holdings that you can make available to users over the Internet. It also describes how to use Metadata Explorer, a Web application that comes with ArcIMS, for searching and viewing metadata.
About Metadata Services
A Metadata Service provides a forum for sharing metadata. If you don't have data but need some, you might search, or browse, a Metadata Service to find what you need. Similarly, if you have data that you want to share with others, you can share, or publish, it to a Metadata Service where others can see it.
Finding data
Suppose you're creating a map for a presentation and you need some basemap data to display behind the data you've collected about your study area. There are many organizations that collect geographic information and build datasets. Some organizations freely distribute their data while others may charge a small fee. The question is, how do you find that data?
The first place you might look is ESRI's Geography NetworkSM (www.geographynetwork.com). The Geography Network is a global network of geographic information users and providers. Through the Geography Network, you can access many types of geographic content including live maps, downloadable data, and more advanced services. One component of the Geography Network the Geography Network Explorer is a Metadata Service. Through the Geography Network Explorer, you can search for data by geographic location, theme such as environmental data, business data, and basemap data scale, data collected, and so on.
You can think of a Metadata Service as a geographic data search engine that you use when you want to find data. A Metadata Service works over the Internet , allowing anyone who has access to the Web to use it. The Geography Network is just one place you can go to look for data. Just as you can use different Internet search engines such as Yahoo!® you can also search different Metadata Services hosted by other organizations. If you know the Web address of those Metadata Services, you can easily search their contents for geographic data.
When you search for data on a Metadata Service, your search will yield a list of datasets that match your search criteria. You can view the complete metadata for each dataset to see if it's what you're looking for and sometimes view an interactive map. Once you decide if the data is suitable, you can use it alongside your data by downloading it and, in some instances, using it right from the Web.
Sharing data
If your organization is like most, you've invested a great deal of time and money collecting the data from which you've built your geographic database. Often, the people who build the databases aren't the same people who need to use them. So, how do you share your data with others who need it? Depending upon who needs access to your data, there are several approaches that allow you to utilize the capabilities of a Metadata Service.
- Share your data on the Geography Network The Geography Network is a good place to start. If the data you collect is not restricted to internal use and can be shared either freely or for a fee you can publish it to the Geography Network. Simply browse to www.geographynetwork.com and follow the link that allows you to become a publisher on the Geography Network. Once you ve published your metadata, anyone who searches the Geography Network will find your data if it meets their search criteria.
- Share your data on another organization's Metadata Service Any organization that has ArcIMS can host a Metadata Service. If you have access to this service, you can publish your metadata to it. Anyone who can use that service will then be able to see the data you've shared. Like sharing your data on the Geography Network, this option requires that you have access to the Internet and have been granted permission to publish to the Metadata Service.
- Share your data on your own Metadata Service. By building your own Metadata Service, you have full control over it. You can control who can search and browse its contents as well as who can publish metadata to it. For example, you might create a Metadata Service to facilitate data sharing between departments within your organization. You could configure your system so that only people within your organization could access it. Later, if you choose to give people outside of your organization access to your service, you can easily do so.
Creating Metadata Services
Once you've decided that the best way to share your organization's data is to create your own Metadata Service, creating one is actually straightforward. But before you create your service, there are a few things you should think about.
� Who will use your Metadata Service?
� Will you allow people outside of your organization to publish to it or view its contents?
� How many metadata documents will be published to your service? This will impact the amount of storage space required in your database.
� How many people will be using the service at the same time?
� How many people will be publishing to your service versus just browsing it? It takes longer to publish documents and puts more load on the system.
� Do you need to create more than one Metadata Service? If you want to keep metadata documents from different groups completely separate, you may choose to create more than one Metadata Service.
Your answers to these questions as well as your own will help determine how you will need to set up your Metadata Service.
SOURCE : http://www.jakarta.go.id/peta/imsix/ArcIMS/Manager/Help/metadata/what_is_a_mdata_svc.htmWhen should you consider Metadata Services?
- Your digital collection of texts, images, audio, or video have grown beyond a few selected titles.
- You want your digital resources organized and stored for easy access and use.
- You need to share your digital content with colleagues, students, or clients.
- You want digital information accessible and safe for years, decades, or longer.
- You need to make a hidden collection of materials available over the Internet.
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