E Business Roadmap for Success - Essay Example

Answer In the age of rapid globalization and advancing technologies, Acme Corporation is a pioneer in wireless broadband technologies and relatedproducts and services that have huge scope in the emerging market if tapped timely. Presently Acme has only B2B clients, comprising of ISPs and cable and satellite service providers. In the current cut throat competitive business environment, Acme urgently needs to widen its market through strategic business partnerships with global business entities and venture capitalists that can facilitate market its products and services. Southern Technologies is one such organization that has global presence and deals in major diversified technologies. Southern Technology has products and services that cater to the markets of automotives, aerospace and information technology. Its subsidiary company manufactures telecommunication systems and microwave integrated circuitry amplification devices. Since Acme is not directly marketing its products and services to the customers, working relationship with Southern Technologies would help provide it with huge international market. Acme’s indigenous products in the field of wireless broadband and its software development in the encryption area have huge scope in the area that Southern Technology markets its own products and services. A strategic alliance with the company would not only provide value addition to the products and services of the Southern Technologies but it would also greatly enhance Acme’s market in the global arena. The company has two alternative proposals for forging alliance with it. It can either provide its products and services to it, which are then marketed under the brand of Southern Technology. The other proposal could be that it maintains its brand name and forms strategic partnership on the basis of financial consideration. (272) Answer 2 The major advantage of working as Southern Technology’s subsidiary would be that its products and services would be exposed to ready market which has global presence and credibility. Acme would not have to prove and establish its credibility and thereby would gain considerable leverage in creating a niche in the global business without losing the precious time that is vital to maintain the competitive edge over their rivals. Such alliance would also be more lucrative, both in terms of market and financial gains. The major disadvantage would be that Acme would lose its brand name that it had earned and established in its home ground. It would also not be recognized for its pioneering products and services as they would be marketed under different brand. Again, if Acme maintains its individual brand and forms strategic partnership with Southern Technology to market its products and services, as add-on, the wider and future implications would be better as they would establish its credibility in the global business and at the same time, Acme would have international presence under its own brand and its products and services would have the exclusivity offered just by Acme Corporation. The major disadvantage would be that Acme might lose some crucial time and market advantage while it establishes its credibility. As its products and services add value to the already existing products and services of Southern Technology, it faces the threat to be treated only as such and not as a major product with independent standing, having huge scope in areas, other than that of Southern Technology. (260) Answer 3 Acme’s products and services are designed for the advancing technologies and areas that deal with internet related services and products. They are highly relevant for the companies that are expanding their market in the e-commerce activities and web development services. As per an article “E-commerce is an economic solvent. It dissolves old business models and changes the cost structure, and rearranges links among buyers, sellers, and everyone in between. The impact of e-commerce is happening in phases” (Kalakota, Robinson, 2002). The major objective of Acme, from the partnership, would be to gain exposure to global environment and establish its brand and credibility in the highly competitive global business setting. Acme would also expect to be supported financially for its various research activities that are integral part of fast advancing but changing technologies. To meet the challenges of the changing dynamics of the technologies, Acme needs to maintain a cutting edge innovative program that would satisfy the changing preferences of the customers in the rapidly changing times. The partnership must be able to facilitate research programs and also provide scope for expanding its business activities globally. In the age of virtual markets, the concept of marketing has undergone tremendous transformation. Hence one needs to be more open when Shultz say that it is the end-users who now control the markets rather than the marketers (Shultz, 2001). Acme’s long term objectives and vision would also include the exploitation of huge customer base that it would expect to be exposed to, when forging strategic partnerships with global entities. (253). Answer 4 Since Acme has realized the need for strategic partnership with global business entities to remain afloat in the highly competitive global business environment, it is imperative that it is looks into the various proposals for partnership and strategic alliances with other companies. Acme has been a leader in the wireless broadband technologies. It’s state of the art products and services have not only huge scope in the emerging e-commerce platform, but some of its products like encryption software and products that facilitate smooth connection to local switching office and internet access points at varying broadband frequencies are designed to meet the demands of the hi-tech businesses like cellular service providers, banks, military, ecommerce activities etc. The company therefore, needs to explore partnerships or alliances that would help penetrate this segment of the global market. While Southern technology does offer certain advantages, but it is limited in its client base and therefore, Acme needs to form strategic business deals with other corporate giants like ‘A to Z Business Groups’ which offer good financial backup for its research activities and product development which is necessary to keep pace with the changing preferences and demands of the customers. In the rapidly changing times, Acme must widen its market strategy to incorporate B2C business strategy. B2C would open a huge customer base that Acme must address directly. The unlimited potential of the internet market must be tapped in order to remain afloat in the fast growing customer base. It is true that the complexities of the ever widening horizon of the market, has been one of the motivating forces for evolving new and innovative marketing strategies that are designed to cater to the system as a whole. The system comprises of customers, dealers, manufacturers and marketing specialists. Hence, Acme needs to be more proactive in exploiting the potential of the emerging needs of the global market. (312) Reference Kalakota R., Robinson M (2001) E-business: Roadmap for Success 2.0. Addison-Wesley. Shultz, Don E. Bid Farewell Strategy based on old 4Ps. Marketing news; Feb 12, 2001; 35,4; ABI/INFORM Global. p 7. Read More