Marketing - Selling - Negotiation
EFFECTIVE ELECTRONIC COMMERCE

WHO SHOULD ATTEND
Executives as well as administrative, sales and marketing staff who:

• Do not have an Internet site
  
• Have an Internet site but are unable to conduct e-commerce
  
• Already have an e-comm site that must be improved or made more cost-effective

OBJECTIVES
Systematically exploit all the possibilities of electronic commerce to increase sales, cut management costs and become a leader in one's market segment.

PROGRAM OUTLINE

• Examine the great market changes wrought by the arrival of electronic commerce:
  
  • The effect on manufacturers and distributors
    
  • Legal context
    
  • Impact on your company: increased sales, lower service, sales and distribution costs
    
• Pitfalls to avoid when going into electronic commerce
  
• Minimum technical requirements
  
  • Basic hardware
    
  • Connections with service providers
    
  • Minimum security requirements and how to obtain them
    
• The company's new marketing strategy
  
  • Review product lines using the BCG and McKinsey models
    
  • Strategies vis-à-vis the competition: a new way to dominate one's sector of activity
    
• The company's new marketing mix
  • Target market, products, set-up, delivery, advertising, promotion
    
• Three key activities:
  
  • Promote the site
    
  • Convert visitors into customers
    
  • Encourage customer retention by analyzing behaviour and developing sales using all the means available to the company
    
• The company's action plan

TEACHING METHOD

• Theoretical presentations
  
• Applying concepts to the company in question through group work

SUPPORT MATERIALS

• List of key decisions made at each step.
  
• Action plan made by participants and adapted to the company

DURATION
1 day