A01 chaf6542 06 se fm indd

3 

Strategic analysis. Continuous scanning of the  micro‑   and  macro‑  environment of 

an organisation is required, with particular emphasis on the changing needs of cus‑

tomers, actions and business models of competitors, and opportunities afforded 

by new technologies.

4 

Strategic objectives. Organisations must have a clear vision on whether digital 

media will complement or replace other media, and their capacity for change. Clear 

objectives must be defined and, in particular, goals for the online revenue contribu‑

tion should be set.

5 

Strategy definition. Six key elements of digital business strategy that were 

reviewed are:

● 

Digital business priorities – significance to organisation (replace or complement) 

and  emphasis  on   buy‑  side  or   sell‑  side.

● 

Form of restructuring required.

● 

Business and revenue models.

● 

Marketplace restructuring.

● 

Market and product development strategies.

● 

Positioning and differentiation strategies.