How to be competitive in the Web Universe ?

LE SOUS-TITRE SE PLACE ICI

How to find your market ?

Strategy today…

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 Strategy Individual strategy
Company strategy

• Tools, Methods, Concepts

• Designed at the hierarchical top of the organization
• … But « Translated » by the employees
• … But Facing a competitive environment
• … Constantly evolving

Environment

Strategy 1 Strategy 2
Strategy 3

Organization

Strategy Numbers, People, Power

Sustainability Technical & economic issues

Sustainable development, Income, growth , positioning…
corporate social responsibility

Stakeholders Unpredictability

Attitude to work Attitude to authority

Social issues « Political » issues

Motivation, work atmosphere, Power, management…
involvement…

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 Unvarying issues
In strategy, some things change, but some don’t… The
unvarying issues are common to all types of firms

• Competition
• Constraints
• Unpredictability
• Efficiency
• Horizontal design

Competition

• Strategy cannot be defined out of the

competitive environment

• Competition
• « Avoidance behavior » step away from
• Cooperation the competition
Struggle

• Each strategy implies a reverse move

Avoidance behavior means that You

try to stay away from the competition

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 Constraints
• Internal Constraints
• Human constraints
• Manufacturing constraints
• Financial constraints
• Global constraints

• External Constraints : entry/exit barriers

• Technological barriers
• Law barriers
• Financial barriers

Unpredictability

• Different kinds of unpredictability

• Technological unpredictability
• « Nature » unpredictability
• Competitive unpredictability

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 Efficiency
Efficiency can only be measured...At the end of the
strategy

• An efficient strategy is always a good strategy

• A well-prepared strategy is not always efficient

Horizontal design

• An organization is made • Strategy always implies all

of different parts, each the parts of the
having its own issues : organization :
Vertical design Horizontal design
HUMAN RESOURCE

HUMAN RESOURCE
MANUFACTURING

MANUFACTURING
MARKETING

MARKETING
FINANCE

FINANCE

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 Gaining a competitive
advantage

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Express
Speed Period Quality Price
Carrier & Package

Before starting… Airline company

(long-haul)
Comfort
In flight
service
Price

What is a KSF ?

Skills that an
organization must
master to be
competitive in a
business

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 How to select 1 Design of the company
• Size
a strategy ? • Core competences
• Ownership

2 Design of the environment

• « Strategy catalog » of the
industry
• Attractiveness of the industry

Situation of the company & the

3 environment

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How to gain a Source of competitive advantage

competitive Lower cost Differentiation

advantage ?
Cost
Differentiation
Broad

Leadership

A competitive advantage allows

Focus
Narrow

you to be at least as By By
competitive as your costs differentiation
competitors
Size of
the
market

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 How to select a strategy
according to your market The U-curve
share ?
Differentiation Cost leadership

investment
Return on
Undefined
Strategies

Market share

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Demand-price elasticity
Presentation

• How does it work ? Low

Cost leadership • The goal is to decrease all the
types of costs
• It ’s a strategy for the whole
company

• Example : VietJetAir
P
• What does it require to succeed ?
• High Demand-price elasticity D
• Situation of the other
competitors High

• Synthesis
• Seldom unique
• Always used

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 Presentation

• How does it work ?

Differentiation • To « avoid » the competition
• Some different ways Factors of differentiation
• Weak differentiation
• Strong differentiation • Look
• Esthetics
• What does it require to succeed ? • Features
• The differentiation must be : • Quality
• Easily perceived by the • Technology
customer • Origin
• Difficult to copy • Materials
• Reputation ( influencers)
• Sustainable • (…)
• Synthesis
• Seldom unique
• Always used

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Presentation
Focused‐strategy
• How does it work ?
The « core competences »
• « Escape » from the « Special » competences,
competition owned by a company, and
• A « bounded » strategy that allow it to sustain or
improve its competitive
advantage
• What does it require to succeed ?
• Core competences Core competences :
• A market that « accepts »
niches • May be of different
types (i.e.,
technological,
• Synthesis financial, etc.)
• A strategy for small companies • Must be difficult to
• A High-vulnerability strategy
reproduce
• Must not be
externalized

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 Presentation ¨Possible ways

• The strategy of the growing Same New

company
Extension #1 : market Market
• Risk and opportunity
Diversification • Risk : increasing of the fixed
costs

product product
Same
• Opportunity: a better way to Market
face crisis extension

• The success of this strategy Total

Product

New
depends on
• The closeness between the Divers. Diver.
current industry and the new
industry
• The capacity for the firm to
« export » its identity (brands,
know-how, etc…)

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Joint venture
Presentation
A B

• The main concern : trying to C

remain independent… Or
Extension #2 : accepting to share the profit and
the risks ?
Partnership • Possible ways
Merger acquisition
A B
• Specific partnerships
• Additional skills
• « Paving the way » for specific
markets A
B
• Generic partnerships
• Critical size
• Synergy
• Partnerships in :
Merging
• Product A B
• Process

AB

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 Making your business
model

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Three dimensions

Strategic
Dimension
• Strategy
• Marketing

Technical Financial
Dimension Dimension

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 Criteria

What ? How ?
Technical Prove
POC
Dimension feasibility

Financial Prove return

Financial reports
Dimension on investment

Find the
Strategic Study of the business
economic
Dimension (and the firm)
model

Marketing Find the

4P
Dimension market

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The concept of
Unique Selling
Proposition
• Why do people decide to buy
my products ?

• Many criteria
• The product
• The price
• The area
• The convenience
• Etc…

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 The concept of
VRIO framework

• Why do people decide to

buy my products ?

• Value
• Rarity
• Imitability
• Organization

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Diagnosing the
environment

• What  the goal

• How  the model

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 The goal

Opportunities Threats
Everything « good » Everything « bad »
coming from the coming from the
environment environment

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The model

Potential
entrants
environment
Macro

Bargaining power Industry Bargaining power

of suppliers competitors of customers

Substitutes

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 To describe this macro‐
Definition environment, we use the PESTEL
model

• Macro-environment is broader than

the industry. It includes everything
happening outside the sector, but
Macro influencing it
• Politics
environment • The goal is to study the influence of
• Economics
the macro environment on the • Society
business (not the opposite) • Technology
• Environment
Macro environment • Laws

Micro environment
 the business

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Presentation It depends on…

• Definition
Competition in • Range
• Market (size, growth)
the industry • Competitors (size, growth)
• The number of competitors
Growing market • The potential of the sector
Stable market • The situation of the market

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 Bargaining power of the Bargaining power of the
suppliers customers

Bargaining • Definition • Definition

power • It depends on… • It depends on…
• The number of competitors • The number of
• Their relative size competitors
(who is bigger than the other ?) • BtoB
• The relative importance of the • BtoC
supplier • Their relative size (who
(what does it sell to us ? Is it is bigger than the other
important for us ? ?)
• The relative importance
of the buyer (what do
we sell to him ? Is it
important for him ?)

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Threat of new competitors Threat of substitutes

Threat of new
• Definition • Definition
competitors • It depends on… the barriers to • The most unpredictible
entry threat
• Technological barriers • It depends mainly on
Threat of • Law barriers innovation
substitutes • Financial barriers
• Etc.

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 Diagnosing the
company

• What  the goal

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The goal

Strengths Weaknesses
The company is The company is
overperforming underperforming
Stress on it
in your
business
model

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 How to keep competitive in the Web Universe ?

• Digital communication

A multidimensional How to sell ? Where to sell ? How to manage

approach your
Digital Digital Solutions environment ?
Communication Customers &
Competitors

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 How to sell ?
Digital Communication

Source : [Link]

SMO is an increasingly concern for

digital firms in Vietnam

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 Digital communication

E-mailing SMO SEO

You create your own You use the social You optimize your
E-mailing networks referencing on the
search engines

E-mailing

• Definition
• Sending personalized Emails to your
customers or your prospects

• Goals
• Increase your visibility
• Promote your products
• Communicate with your customers

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 Content
• Focus on the need of the
customer
• Focus on what you want to do
Best practices
Visibility Promotion Information
What matters ?

The return of the Emailing is traditionally low, because

your customers receive many messages. Your goal
must be to try to differentiate your messages from the Frequency
others. • Too frequent : the customer is bored
• Too rare : minimize the return
You must plan your Emailing
campaigns

Solutions

Solution Your Email software Web software Dedicated solutions

Advantages Design
Simplicity
Design Selection of the recipients
Cost
Rate of delivery
Drawbacks Design
Need to use your Email
Selection of the recipients Cost
software
Number of recipients

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 Pitfalls

• Design
• The visibility depends on the
Email software

• Deliverability
• Spam filters
• Origin of the message

SMO

• Definition
• Increase the visibility of your brand (or
web site) by communicating via the social
media platforms

• Goals
• Increase your visibility
• Promote your products
• Communicate with your customers

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 Source : [Link]
Penetration rate of leading social media apps among internet
users in Vietnam as of 2nd quarter of 2024

SMO is an increasingly concern for

digital firms in Vietnam

Source :
Statista

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Adaptation to the network

• Different networks means
Best practices different customers
What matters ?

Best
Young people audience
BtoC
#tiktokmademebuyit
Complementarity

The use of social media is now a daily activity for a

great majority of the customers. Therefore, it is « Visual » Brand
particularly important to define your social media industries Awareness
strategy

Mature Longer
population messages

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 Adaptation of the Content
• You must adapt the content to
Best practices the audience of the network
• The messages must be
What matters ? different, but complementary
• You must adapt the frequency,
and the uses

No universal schedules

The use of social media is now a daily activity for a

great majority of the customers. Therefore, it is
particularly important to define your social media
strategy

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Solutions

Solution Your own account Influencers Dedicated solutions

Advantages Design
Simplicity Closeness
Selection of the recipients
Cost Audience
Publishing programming
Drawbacks Cost
No possible automation Cost
Adaptation to the product

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 Pitfalls

• Inadequate matching to
your needs

• Exclusiveness

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SEO

• Definition
• Increasing the visibility of your website on the
search engines

• Goal
• Increasing your audience

• Types
• “Natural” referencing  SEO (Optimization)
• Ads  SEA (Advertising)
• Inline and offline

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 Source : [Link]

2 different ways to see SEO

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WebSite
• Stay compliant to the Google’s
webmaster guidelines
Best practices • Focus on the referencing while
building your site
What matters ?

The referencing of a site is a continual process,

because of the competitors… And because of Google,
which algorithm is changing all the time
Frequency
• Watch the results !
• Use benchmarking

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 Solutions

Solution Your own referencing Google Ads Dedicated firms

(SEA) (SEO / SEA)

Advantages Simplicity Efficiency

Position
Cost Monitoring
Drawbacks Cost
Very difficult Cost
“Real” visibility

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Pitfalls

• Consider that a result is

permanent

• Try to “cheat”

• Google Ads is not always

the solution…

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 Where to sell ?
Digital Solutions

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Digital solutions

E-commerce website Affiliate Marketing Marketplaces

You use your own website to You affiliate to an You use a virtual market
sell your products existing Website to use to sell your products
its audience

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 E-commerce
web site

• Definition
• Creating your own Website where you
will sell your products only

• Goal
• Controlling your business

• Types
• Using predefined templates
• Create your own site

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Functions
• Create a customer experience
• Offer dedicated promotions
Best practices • Reinforce the impact with
What matters ?
additional features (blog, etc.)

Developing your own website gives you a competitive

advantage only if you use this web site to offer a
different experience to your customer

Development
• Use templates !

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 Solutions

Solution Your own site Templates Dedicated firms

(Web agencies)
Advantages Simplicity Efficiency
Control
Cost Tailoring
Drawbacks Very difficult Differentiation Cost

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Pitfalls

• A “static” site
 Every visit must be
different !

• A “similar” site
 You must not just copy
your Facebook page !

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 Affiliate
marketing

• Definition
• Affiliate marketing is an online promotional technique whereby a
retailer remunerates its publisher (or affiliate) according to how
many [interactions] they got for displaying advertising banners

• Types of interactions

Pay per Pay per Pay per

sale click Lead
• people “ • people • people
buy” on “visit” “connect”
your site your site to your
site

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How to How to select your

Best practices affiliate ?
• Audience of the website
affiliate ?
• Closeness of the product
What matters ? • Commission • Closeness of the values
• Audience of the website

Affiliate marketing is interesting for both the shop and

the publisher. But its effectiveness depends on the
closeness between the site and your products

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 Solutions

Dedicated firms
Solution Affiliate your site
(Web agencies)
Efficiency
Advantages Nothing to do !
Tailoring
Return ?
Drawbacks Cost
Choosing the website

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Pitfalls

• Difficult to control your

turnover

• Insufficient to
communicate

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 Marketplaces

• Definition
• Use a virtual market to sell your products

• Types
Marketplaces

Dedicated  General 
BtoB BtoC

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SMO is an increasingly concern for

digital firms in Vietnam

Marketplaces in Vietnam 2023

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 Best practices Products
• USP/VRIO ?
What matters ?
• Competitors ?

A marketplace is a huge market. The key to success is

the ability of the firm to differentiate its products
How to select your marketplace ?
• Audience
• Cost
• Convenience
• Services

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Pitfalls

• Facing the competitiveness

• Pricing

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 How to manage your present and
future customers ?

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Customers

CRM Strategic Watch

You manage your present You watch your

and future customers competitive
environment

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 CRM

• Definition
• Customer Relationship Management: tools dedicated to the
management of the relationships with the customers

• Goals
• Automate Processes
• Make Smarter Offers
• Improve Customer Service
• Increase Sales

• Features
• Actual customers
• Targeting of the profiles
• Future customers
• Targeting of the prospects for the Emailing, SMO campaigns

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Functions
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 Solutions

Your own document Dedicated software

Solution

Cost
Advantages Functionalities
Smplicity
Cost
Drawbacks Functionalities
Dedication
Cette photo par Auteur inconnu est soumise à la licence CC BY

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Pitfalls

• Forgetting the target of a

CRM  Sales !

• Define your KPI (Key

Performance Indicators)

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 Strategic
watch

• Definition
• Watching your competitive environment in order to anticipate
the evolving of the market

• What to watch ?
• Competitors
• Customers
• Other stakeholders

• Where to watch ?
• Types of information and sources of information

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Where to watch ?

WHITE GREY BLACK

Fully accessible Partly accessible Not accessible

Product specifications,
Internet sites, books, Intranet, internal
market shares, costs,
trade shows reports
etc.

Internal
iPhones sold Processor
components

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Where to find information ?

• Dedicated documents Dedicated

Your firm
• Organizations documents
• Price
• Your firm
• Reports
• CRM
• People
• Stands
• Conversations
• Shows
Internet People
• Network
• Internet
• Firm sites
• Reports
• News
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Solutions

Solution Free solutions Dedicated software /

application

Advantages Cost
Functionalities
Smplicity
Drawbacks Cost
Functionalities
Dedication

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 Automating the The leader : Google Alerts

collecting process from Yo u m a y d e f i n e s e v e r a l o p t i o n s

Internet

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Buzzsumo :
Example of the
engagements

Automating the
collecting process from
Internet

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 Pitfalls

• Focus on the customers

 watch what they think
of you

• Focus on the environment

•  Watch the expectations
of the customers

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