Strategies for E-Business through Its Maturity - Essay Example

Due to the change in the technologies, the e-businesses will soon reach a decline stage of their product life cycle and therefore the e-businesses need to brand themselves. The e-businesses should adopt a differentiating strategy. They should differentiate the services that they offer and create a whole new experience that they should offer to the end-users of their product. As the new technology emerges, the e-businesses need to catch up with the technology and they also need to innovate and focus on their customers.

The e-businesses need to keep their core focus on their customers. They need to offer value-added services to the customers that no other portal or B2C business is offering. In providing the consumers with these value-added services, the e-businesses should also consider the fact that these value-added services are also agreed upon by the sponsors. The e-businesses need sponsors as well to support them which, again is an important factor to consider for the e-businesses.

Thus, in short, what the e-businesses need to focus on is creating their brands, focusing on the customer's needs, providing them with a new experience not offered by others, providing value-added services, and also taking along the sponsor's agreement.


1. Based on the Hardy et al. (2007) article, how would you define Google’s strategy?

Google’s Strategy
Google’s strategy of brokering media types is a unique strategy that no other competitors of Google have adopted yet. This strategy is in line with what Google needs to define its brand in the way. The strategy will help Google continue with what it does and will support its running strategy of Google. Google’s strategy that it has adopted is an effective and efficient one.

The actual strategy of Google is to target its target audience in small market niches. When Google will acquire YouTube then this will result in the ability for Google to cover the market niches and advertise more effectively. Advertising issues relating to Google will probably come to an end and Google will be able to advertise its upcoming value-added services to its customers in a more efficient way.

This strategy of Google is a ‘differentiating strategy’ that will help Google differentiate itself from its competitors. Especially in the U.S., this strategy has not been adopted by any of its competitors of Google. The media industry and Google have good ties. This is evident from the Google Ads that we see on every other site and almost all the websites support Google in this strategy.

Thus, the strategy of brokering media types is an effective strategy that will help Google differentiate itself from its competitors and Google can achieve a unique competency through this strategy. The strategy also serves as a solution to the media ads and advertising problems of Google and also is in line with Google’s current strategy.

2. What must a brick and mortar company do to transform its strategy when it decides to transform into an e-Business?

Brick & Mortar Company Transforms to E-Business –Strategy Transformation
When a brick-and-mortar company decides to transform into an e-business, the first and foremost thing it needs to do is project its target audience and then change its strategy according to the type its target audience falls into. It needs to adopt the strategies that the present e-businesses are following and are planning to follow in the future.

The brick-and-mortar company when transforming into a click-and-mortar company needs to change the way it advertises itself. It should adopt the most effective way it should adopt to advertise itself because the way of advertising, way of business processes, way of dealing with customers, way of dealing with suppliers, a; change because the way of doing business changes.

To transform its strategy, a brick and mortar company should adopt a new way of doing business and enter the market with a differentiating strategy so that it is not looked upon by the customers as the same as adopted by other e-businesses that are already present in the market. Hence differentiating itself from the others is very important to entering into the e-business.

Thus, to transform into a click-and-mortar company from a brick-and-mortar company, the company needs to transform its strategy in a way that differentiates it from the other e-businesses operating in the market. This is because the product life cycle of the e-businesses is at its maturity and if some firm enters this market, it can only be successful if it adopts a unique competency. Read More