Transcript Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto

Perusahaan dan Strategi Pemasaran
Kemitraan untuk Membangun Hubungan Pelanggan
M. Eko Fitrianto
[email protected]
Sumber Bacaan
Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12th Ed., Erlangga, 2008
Philip Kotler, Marketing Management, 13th Edition, Prentice Hall, 2008
Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007
Peta Pembelajaran
“Strategic Marketing Plan”
(6) Porter’s Five Force
Strategic
(1) Definition
Tactical
Marketing
Plan
(5) 4 Growth strategy
1
2
3
4
1. Terminated
(4) Strategic Integration
Vertical
Horizontal
(3) Marketing Decision
2. Downsizing
3. Plan new
business
(2) 4 Steps Strategic
Planning
1
• Visi-Misi
2
• Goal
3
• Portfolio SBU
4
• Funct. stratgc
3 Characteritics of SBU
Evaluating SBU
BCG Analysis
Marketing Plan
Marketing Plan
• Proses penyusunan serangkaian kegiatan pemasaran
• Strategic Marketing Plan  General strategy (target
market and value proportion offering)
• Tactical
Marketing Plan  Specific strategy (features,
promotion, trading, pricing, distribution)
Visi &
Misi
Strat. MP
Tact. MP
The Strategic-Planning, Implementation,
and Control Process
Next : Stratgc-Tactcl-Implt.-Eval.
Semua strategi harus konsisten
Strategic
marketing
Tactical
marketing
Konsisten
Implementati
on
Konsisten
Konsisten
Konsisten
Evaluation
Dana
Sumber daya
(Ketersediaan dana)
(SDM)
Program/
kegiatan
Marketing
Strategy
Peralatan
(Infrastruktur, Alat2)
FOKUS dan
TERINTEGRASI
4P’s
STP
Target
Pasar
Next : 4 step mark. strategic
Corporate and Division Strategic Planning
(4 Steps Strategic Planning)
Mendifinisikan
Visi dan Misi
Menetapkan
tujuan dan
sasaran
Merancang
portfolio bisnis
Perencanaan Tingkat Korporasi
Merencanakan
pemasaran dan
strategi fungsional
lain
Unit bisnis,
Produk dan
Tingkat pasar
CORPORATE AND DIVISION STRATEGIC
PLANNING
Defining the Corporate Mission
Mision statement must be : Market oriented,
Realistic, Specific, Motivated, and Consistent to
marketing environment
Mission statements define which competitive scopes
the company will operate in
Industry scope
Products and applications scope
Competence scope
Market-segment scope
Vertical scope
Geographical scope
SBU’s Portfolio Strategy
• All corporate headquarters undertake
four planning activities
– Defining the Corporate Mission (What our
bussiness?, Who is our consumer?, value?)
– Establishing Strategic Business Units (SBUs)
– Assigning resources to each SBU
– Evaluating
• Result : Planning new businesses,
downsizing, or terminating older
businesses
Next : Def. corp. mission
Perusahaan Korporasi
(yang akan melakukan Portfolio Analysis)
Perus. A1
Perus. A2
Perus. B2
Perus. A
Perus. I
Perus. B
Perus.
B2
Perus. H
Holding
Company
Perus. G
Perus. C
Perus. D
Perus. F
Perus.
D2
Perus. E
Perus. D1
Next : Conth. korporasi
Marketing Integration Strategy
(Vertical and Horizontal)
Vertikal
Upstream 2
Upstream 1
Line 1
Line 2
Horizontal
Corporate strategy
(Market Expansion)
Line 3
Horizontal
Downstream 1
Vertikal
Downstream 2
Line 4
SBU’s Portfolio Strategy
• Three characteristics of SBUs
– Single business or collection of related
businesses that can be planned for
separately
– Has its own set of competitors
• Daia (eg : Rinso, Attack, dll)
– Has a manager who is responsible for
strategic planning and profit
STRATEGI PEMASARAN
(KISI-KISI EKSPANSI PASAR/PRODUK)
Produk Sudah ada
Produk baru
Pasar sudah
ada
Penetrasi Pasar
(1)
Pengembangan
Produk (2)
Pasar baru
Pengembangan
pasar (3)
Diversifikasi
(4)
3
Prod.
sdh ada
Prod.
baru
1
Pasar
(sudah
ada)
Pasar
(baru)
2
4
PORTER’S 5 FORCES
Sekian
Terimakasih