n would structure their marketing strategies based on the attributes that make up the general Internet consumer. "It is important to get some idea of the degree to which the marketing approach will be accepted by potential customers" (Higgins, 1999, p.47) It is also imperative that awareness of the consumer does not limit organisations to just the end-consumer. Business-to-business relationships must also be taken into account when planning strategy based around the E-commerce framework. By being aware of how industries and organisations utilise tools such as the Internet, a marketing strategy can be further guided in the right direction. Identifying the Strategic Options/SWOT analysis Having provided a situation analysis and environmental analysis, an organisation must use the information, in order to implement its strategic plan. In implementing a strategic plan is it appropriate to identify the four key elements in an organisation's environment. They are: the internal strengths and weaknesses; and the external opportunities and threats. (Or SWOT analysis). By matching the organisations resources, and any apparent opportunities it may be possible to conclude an effective match, and hence, a favourable outcome. (Brown, L. 1997) These four major environmental factors are important for the organisation, and are vital in assessing its strategy in an E-commerce situation. For example a farming supplier whom currently possesses an e-mail ordering system may be thinking about developing a web-site. As they currently already operate basic E-commerce facilities, they may identify this as a strength in their business. Hence, in doing so, their strategic formulation has been based around the fundamental practice of SWOT analysis. These ideals keep with common literature and practice, however they can be further explored by looking at some of the external forces that E-commerce poses. As such, E-commerce provides strategic advantages and disadvan...
