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BUSINESS TO BUSINESS E-MARKETING.
Term Paper ID:29296
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Essay Subject:
Reviews three B2B Web sites.... More...
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7 Pages / 1575 Words
2 sources, 3 Citations,
APA Format
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Paper Abstract:
Reviews three B2B Web sites. @yourservice.corporation, Ingram Micro Inc. and Kelly Paper Company. Assesses each Web site in relation to an Analysis Task Chart, including Porter's value chain concept. Usefulness of the three sites for value-added resellers and other business users. Comparative summary. 1 Exhibit.
Paper Introduction:
B2B: AN ASSESSMENT OF BUSINESS-TO-BUSINESS E-MARKETING CONDUCTED ON THE INTERNET AND WORLD WIDE WEB BY THREE FIRMS: ATYOUR-SERVICE, INGRAM MICRO, AND KELLY PAPER
Introduction
Business-to-business (B2B) sites on the Internet and the World Wide Web (WWW) are electronic locations designed to facilitate the conduct of e-commerce between and among business firms. This research reviews three selected B2B Web sites. The B2B sites are those of @yourservice Corporation, Ingram Micro Inc., and Kelly Paper Company. The reviews focused primarily on (1) the usefulness of the Web sites for value-added resellers (VARs) and (2) the usefulness of the Web sites for other business users. In conjunction with these reviews there is an assessment of each Web site in relation to the Analysis Task
Text of the Paper:
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Rather, the company depends mostheavily on the operations element of Porter's (1985) value chain concept toactually crease and deliver the services that create value for the firm.Marketing and sales also are important to the firm in relation to valuecreation; however, this combined function is not as important to thecompany as is the operations element. This research reviews threeselected B2B Web sites. The Ingram Micro Web site [URL: ingrammicro.com] is well designed andattractive. Both operations and service are elements of the firm's value chainthat are vitally important, because of their impact on the firm's abilityto maintain an effective and efficient operation in relation to inboundlogistics and outbound logistics. |firms. The "Welcome" page offers business customers theoption of interacting with the company in the United States, Germany, orCanada. The B2B sites are those of @yourserviceCorporation, Ingram Micro Inc., and Kelly Paper Company. Reviewing the Selected B2B Web Sites One basis of the reviews of the B2B sites of @yourservice Corporation,Ingram Micro, Inc., and Kelly Paper Company is the Analysis Task Formsummary presented as Exhibit 1 (on the following page). The firm provides for intellectual property protection through the useof both copy rights and trade marks. J., III. Inbound |of office papers and ||exploiting to create|Operations and service |and outbound logistics |printing supplies. ||Identify the market |@your service targets |The firm targets all |The firm targets all ||segments firm is |firms that either do not|business firms that |business firms that ||targeting |have or do not want to |require the supply of |user office papers and || |provide their own |technology products. Business firms accessing the Web site can select a locationmost appropriate for themselves. |business firms. Printing firms do purchase printingsupplies to prepare printed materials for their own customers; however,printers are not value-added resellers in the general sense of that term.Kelley Paper, as an example, does not sell printing suppliers to printersfor printers to either directly resell or modify and resell the products toothers. (1985). Competitive advantage: Creating and sustaining superior performance. | ||Web site actions to |The firm specifies trade|The firm specifies trade|The firm specifies ||protect intellectual|mark and copyright |mark protection on the |trade mark protection ||property |protection on the site. ReferencesPorter, M. || |administrative, | | || |staffing, and technology| | || |services. |Kelly Paper Company || | |www.ingrammicro.com |www.kellypaper.com || |www.atyour-service.com | | ||Porter's Value |@yourservice provides |Ingram Micro is a |Kelly Paper provides ||Chain: Primary |service operations for |wholesale distributor of|wholesale distribution ||business functions |other firms [from asset |technology products to |to all types and sizes ||Web site is |management to billing]. Ingram Micro provides special services for value-added resellers.Ingram Micro distributes more than 28 , products from more than 1,7 manufacturers of technology products. B2b: an assessment of business-to-business e-marketing conducted on the internet and world wide web by three firms: atyour-service, ingram micro, and kelly paper Introduction Business-to-business (B2B) sites on the Internet and the World WideWeb (WWW) are electronic locations designed to facilitate the conduct of e-commerce between and among business firms. Most countries are listed in the locationmenu. Ingram Micro Inc. Ingram Micro is a distributor of goods produced by other. Other bases forthe Web site reviews are (1) the usefulness of the sites for value-addedresellers and (2) the usefulness of the sites for other business users.@yourservice Corporation @yourservice Corporation has a well designed Web site accessible atURL: atyour-service.com. The United States pages are in English, the Germany pages are inGerman, and the Canada pages are available in both English and French. |elements exploited. The marketing and sales element playsand important but lesser role in creating value at the firm.Kelly Paper Company As is true of Ingram Micro, Kelly Paper is a distributor of productsmanufactured by other firms. Comparative Summary The focus of @yourservice Corporation differs markedly from bothIngram Micro Inc. The site defines the intellectual property protected trademarks. All three firms, however, operate Web sitestailored for their business and marketing foci. Therefore,inbound logistics and outbound logistics are the elements of the valuechain concept that contribute most heavily to the firms' effort to createvalue. Thefirm offers an impressive array of services to business customers,including billing, interactive voice response, technology services,professional services, and asset management. |products from 1,7 |array of products and || | |manufacturers and to |to distribute these || | |distribute these |products. The Web site also provides a facility for established customers tosign in to the Web site through a secure, password protected process. New York: McGraw-Hill, Irwin. The firm provides for intellectual property protection through the useof trade marks. || | |products. The marketing and saleselement plays and important but lesser role in creating value at the firm. and Kelly Paper Company. The reviewsfocused primarily on (1) the usefulness of the Web sites for value-addedresellers (VARs) and (2) the usefulness of the Web sites for other businessusers. The firm provides specializeddistribution and pricing for both value-added resellers and generalbusiness customers. It is easy|manufacturers, |and printers, but not || |for customer firms to |resellers, and using |to resellers. Further, both operations and service are elements of the firm'svalue chain that are vitally important, because of their impact on thefirm's ability to maintain an effective and efficient operation in relationto inbound logistics and outbound logistics. (2 2). ||value |are the value chain |are the value chain |Inbound and outbound || |elements exploited. Thus, the value chain emphasisat @yourservice Corporation differs from that at both Ingram Micro, Inc.and Kelly Paper Company. In conjunction with these reviews there is an assessment of eachWeb site in relation to the Analysis Task Chart that provides for siteevaluations in relation to (1) market segmentation and targeting, (2) theuse of technology, (3) marketing approach, (4) intellectual propertyprotection, and (5) Porter's (1985) value chain concept. The firm provides for intellectual property protection through the useof trade marks. Account information is available on the Web site; however,the firm does not conduct contract negotiations or settlement via the Website. |Exhibit 1 - analysis Task summary: b2b web sites ||Task |@yourservice Corporation|Ingram Micro Inc. New York: Simon & Schuster.Thompson, A. The firm's Web site makes it easy for other business firms to accessrelevant information on the services provides by @atyourserviceCorporation. The site defines the intellectual property protected trademarks.Kelly Paper Company Kelly Paper is a wholesale distributor of a full range of papersdesigned for office uses (as opposed to packing) and printing supplies.The company offers these products to general business users (not to value-added resellers) on its Web site [URL: kellypaper.com]. Therefore, in the case of Kelly Paper also,inbound logistics and outbound logistics are the elements of the valuechain concept that contribute most heavily to the firms' effort to createvalue. |printing supplies. | The firm relies on the use of extensive computing power to provideservices to its business customers. |on the Web site. The firm also relies on its ownexpertise in the delivery of quality services to business customers. Each activity and functionidentified in a value chain involves associated costs. The firm targets all business firms desiring to purchase paper andprinting supplies for their own use. Ingram Micro also uses the Web site to solicitbusiness from manufacturers of technology products. An analysis of the costs associated with the activities and functionsin a company's value chain, together with a comparison of the company'scosts by activity and function with the comparable costs of competitorsprovides a basis for the development of strategies that can either createor preserve a competitive advantage for a company (Thompson & Strickland,2 2).@yourservice Corporation @yourservice Corporation does not rely heavily on either inbound oroutbound logistics to create value. The sum of thecosts of all activities and functions involved in the manufacture andmovement of a product to the customer represents the total cost of theproduct to the customer (Thompson & Strickland, 2 2). | | ||Technological |The firm relies on |The firm uses high |The firm uses high ||methods used to |interactive server |levels of computer power|levels of computer ||enhance the business|technology to create |to stock 28 , |power to stock a vast || |value. |site. Althoughconsideration of the Web sites in relation to the value chain concept is acomponent of the Analysis Task Chart, the analyses of the sites in relationto the value chain concept follows the initial reviews of the three Websites. Assessing the Web Sites within the Context of Porter's Value Chain Concept The value chain for a company or an industry identifies the separateactivities and functions involved in the manufacture of a product and themovement of that product to the end user. The site defines the intellectualproperty protected both copy rights and trade marks.Ingram Micro Inc. The service element of the valuechain concept typically refers to customer service provided by a firm.@yourservice Corporation's products are services, and providing customerservice in relation to services products is as important to this firm as isthe providing of customer service by manufacturers in relation to physicalgoodsIngram Micro Inc. targets value-added resellersand general business customers, which creates a different marketing focusfrom that at @yourservice Corporation and Kelly Paper, neither of whichtarget value-added resellers. The concluding section of the report provides a comparison of thethree B2B Web sites. Strategic management: Concepts and cases. |logistics are the value|| | | |chain elements || | | |exploited. | ||Marketing approach |The firm's Web site is |The firm markets its |The firm markets its ||used on Web site |comprehensive and easy |expertise to |products to using firms|| |to navigate. The firm targets generalbusiness users, as opposed to value-added resellers. || |use the site. A., Jr., & Strickland, A.
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