Resume

Summary chapter 5 - analyzing the digital business environment

0 fois vendu

Cours
Destination Marketing

Établissement
Saxion Hogeschool (Saxion)

Destination marketing - Samenvatting - deel 2 - digital marketing strategy - hoofdstuk 5 - analyzing the digital business environment Destination marketing - Summary - part 2 - digital marketing strategy - chapter 5 - analyzing the digital business environment

[Montrer plus]

Aperçu 2 sur 10 pages

Voir l'exemple

Publié le 5 novembre 2019
Nombre de pages 10
Écrit en 2019/2020
Type Resume

tourism management
destination marketing
chapter 5
hoofdstuk 5
samenvatting
summary
digital marketing strategy

Établissement
Saxion Hogeschool (Saxion)
Cours
International Tourism Management
Cours
Destination Marketing

€4,49

Ajouter au panier

Enregistrer

Garantie de satisfaction à 100%
Disponible immédiatement après paiement
En ligne et en PDF
Tu n'es attaché à rien

Summary Digital marketing strategy

Part 2 Digital marketing strategy

Chapter 5 – analyzing the digital business environment

Why is analysis of an organization’s environment important?
In determining their strategy, organizations are almost always guided by information
from the environment. This environment can be defined at the macro-level, by
definition the entire world. Added to this first level of analysis is the performance
environment, also called the meso-level. The third level is the micro-level, this relates
to the immediate (including internal) environment. Due to constant change and
increasing amounts of data, organizations need to make more intensive use of digital
technology.

5.1 The external analysis

The term external analysis refers to the way in which organizations research and
monitor the business environment, also called the macro environment. External
analysis enables organizations to respond proactively to external developments,
which have an impact on the core strategy and functioning of the organization.
External analysis can be seen as a data-driven process, instead of a target-driven
process: it is about analyzing environmental data and not about determining
organizational objectives. As the world is changing so fast, organizations should
continuously monitor the macro environment.

The DESTEP method focuses on demographic, economic, social, technological,
environmental and political trends that (often) cast a far-reaching digital shadow.

5.1.1 External analysis with DESTEP

Through identifying developments in the external environment, organizations can
respond rapidly and effectively to external opportunities and threats. Obviously, this
is a two-way street: organizations can influence the macro environment (for example
the impact of iPad on society).

A handy tool to monitor the external environment is the DESTEP analysis, where
relevant external developments are identified, based on demographic, economic,
social, technological, environmental and political factors. The following systems are
all looking out for the DESTEP factors within the digital channel. The main methods
do so are:
- MasterScan: designed to gather information from digital resources which have
been defined by the organization itself. The downside of this method, is that
new developments are not spotted quickly.
- CI Spider: a search system based on intelligent agent technology. It mitigates
the shortcomings of google.com and creates its own structure. A downside is
that continuous automatic processing and storage of information is not
possible.
- IFS (Information Foraging System): an IFS works using an autonomous
human search method based on heuristic models. The system makes use of

, existing information so that it can recognize relevant information. This system
is the most reliable and comprehensive.
The different factors in the DESTEP analysis are explained below.

Demographic factors
Traditionally speaking, demographics relate to the general population. Consider the
size, age structure, education level and income of the population. Demographic
changes may of course have an impact on the organization.
 More and more of the elderly now use the internet.

Economic factors
Economic factors concern all economic developments that directly or indirectly affect
a business. This can, among other things, be about; the economy of a region or
country, consumer confidence, globalization, internationalization or markets,
exchange rates, employment, spending, income, purchasing power, new digital
payment methods and new digital sectors or market forms.
 internationalization of markets.

Socio-cultural factors
Socio-cultural factors relate to culture, customs and values. Concepts such as
individualism, religion, marriage, work ethic, sensationalism, career women, attention
for health and the environment, social media usage, mobile usage and digital
shopping behaviour belong here.
 shopping on the go on the smart phone.

Technological factors
Technological factors are developments that affect the way organizations use
equipment, technology and materials.
 matching digital customer data with customer data from the physical store
location.

Ecological factors
Ecological factors are developments in the physical environment that can affect the
business operations of an organization. Besides the direct impact, ecological
developments have a more indirect impact on business operations. Climate change
might lead to stricter government control. Moreover, environmental factors affect the
way we think about business operations. Currently, sustainability is a hot topic when
it comes to choosing for an organization.
 McDonald’s trying to save water to become more sustainable.

Political-legal factors
Political and legal factors are developments within laws and regulations that can
affect business operations. International political decisions – such as boycotts and
trade embargoes – also have an impact on businesses.

It should now be clear that there are many external factors than can affect the
organization’s strategy or products and services. Another important conclusion that
can be drawn is that nothing is static: all factors change continuously.

Les avantages d'acheter des résumés chez Stuvia:

Qualité garantie par les avis des clients

Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.

L’achat facile et rapide

Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.

Focus sur l’essentiel

Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.

Foire aux questions

Qu'est-ce que j'obtiens en achetant ce document ?

Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.

Garantie de remboursement : comment ça marche ?

Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.

Auprès de qui est-ce que j'achète ce résumé ?

Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur lanavdhaar. Stuvia facilite les paiements au vendeur.

Est-ce que j'aurai un abonnement?

Non, vous n'achetez ce résumé que pour €4,49. Vous n'êtes lié à rien après votre achat.

Peut-on faire confiance à Stuvia ?

4.6 étoiles sur Google & Trustpilot (+1000 avis)

67157 résumés ont été vendus ces 30 derniers jours

Fondée en 2010, la référence pour acheter des résumés depuis déjà 15 ans

Commencez à vendre!