March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
どのシナリオを経営層に提示するか悩むサトウに、アカサカは
「
最終的にど
のシナリオをおすすめにするかは 、
『
どんな事業にしたいか
』
という意志で決
めていいと思います
」
と伝えます。
サトウ は 、
EC
事業部のメンバーとも議論を重ね、
「
初期投資として
3
年間
の赤字は飲み込むが、のちに利益を生んでいく事業シミ
ュレーション
」
を提出
し、経営層の承認を得ることができました。
図10.2.4 シミュレーションの分岐例（ 再掲）
徹底的な生活者視点で、戦術を立案する
戦略立案の目途が付いたのも束の間、事業売上を伸ばすための戦術の
検 討に追われる日々が訪 れます。 アカサカから
「
戦術立案においては、
『
生
活者視点に立てているか？
』
と自問自答し続けることが重要です
」
と聞いてい
た サトウは 、
「
戦略起点の事業運営を実現するプラニングフレーム
」
を見な
がら、
EC
事業部のメンバーと
「
問い
」
を交わし合って議 論を重ねていきます
（
図10.2.5
）
。
楽 観シ ナリオ
3
年目の状態
要因
営業利益率
10
%
達成
売上
10
億円
客単価・平均購入単価が
KPI+
10
%
で推移
新規獲得
CPA
が悪化するものの、
XXX
円以下に収め
ることに成 功
フルフィルメント設 計の見直しによるコスト削減も順調
に推移したと想 定
ベースシ ナリオ
営 業 利 益 ベースで
黒字化達成
売上
8
億円
客単価・平均購入単価が
KPI+
5
%
で推移
新規獲得
CPA
が
YYY
円まで悪化
悲 観シ ナリオ
営業利益率
－
5
%
で着地
売上
5
億円
客単価・平均購入単価が
KPI
-
10
%
で推移
新規獲得
CPA
が
ZZZ
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.