2 DEVELOPING MARKETING STRATEGIES AND PLANS Dosen Citra

2. DEVELOPING MARKETING STRATEGIES AND PLANS Dosen: Citra Kusuma Dewi SE. , MBA

CHAPTER QUESTIONS a) How does marketing affect customer value? b) How is strategic planning carried out at the corporate and divisional levels? c) How is strategic planning carried out at the business unit level? d) What does a marketing plan include?

A. MARKETING AND CUSTOMER VALUE. . /Video/Value Creation Through the Marketing Mix. mp 4

THE VALUE DELIVERY PROCESS Choosing the value Marketers must segment the market, select the appropriate target, and develop the offering’s value positioning (STP) Providing the value Marketing must determine specific product features, prices, and distribution. Communicating the value Utilizing the sales force, Internet, advertising, and any other communication tools to announce and promote the product. The value delivery process begins before there is a product and continues through development and after launch.

WHAT IS THE VALUE CHAIN? The value chain is a tool for identifying ways to create more customer value, because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product. The primary activities are: 1. Inbound logistics, or bringing materials into the business; 2. Operations, or converting materials into final products; 3. Outbound logistics, or shipping out final products; 4. Marketing, which includes sales; 5. Service. Specialized departments handle the support activities: 1. Procurement, 2. Technology development, 3. Human resource management, 4. firm infrastructure. (Infrastructure covers the costs of general management, planning, finance, accounting, legal, and government affairs. )

CHARACTERISTICS OF CORE COMPETENCIES 1. A source of competitive advantage: distinctive capabilities 2. Applications in a wide variety of markets 3. Difficult to imitate Maximizing Core Competencies (Re)define the business concept (Re)shaping the business scope (Re)positioning the company’s brand identity. . /Video/'The True Cost' - Official Trailer. mp 4

THE CENTRAL ROLE OF STRATEGIC PLANNING Master Marketers

WHAT IS A MARKETING PLAN? A marketing plan is the central instrument for directing and coordinating the marketing effort. Levels of a Marketing Plan Strategic • Target marketing decisions • Value proposition • Analysis of marketing opportunities Tactical • • • Product features Promotion Merchandising Pricing Sales channels Service

B. CORPORATE AND DIVISION STRATEGIC PLANNING

PLANNING ACTIVITIES IN HEADQUARTERS 1. Define the corporate mission 2. Establish strategic business units (SBUs) 3. Assign resources to each SBU 4. Assess growth opportunities

1. GOOD MISSION STATEMENTS • Focus on a limited number of goals • Stress the company’s major policies and values • Define major competitive spheres • Take a long-term view • Short, memorable, meaningful Major Competitive Spheres: Industry Products Competence Market segment Vertical channels Geographic

2. ESTABLISH STRATEGIC BUSINESS UNITS (SBUS) Single Business/Collection of related business It has its own set of competitors It has a manager responsible for strategic planning and profit performance Purpose of identifying the company’s SBUs: Develop separate strategies and assign appropriate funding

Garuda Sentra Medika Business Unit (SBU GSM) • fungsi utama untuk memastikan setiap Cockpit Crew dan Cabin Crew (Air Crew) yang bertugas, berada dalam kondisi sehat sehingga keselamatan dalam penerbangan lebih terjamin. • Untuk mencapai tujuan ini, GSM melaksanakan program-program pemeliharaan kesehatan bagi Air Crew sesuai ketentuan yang mengacu pada ketentuan ICAO Annex 9, Civil Aviation Safety Regulations (CASR) Part 67 dan part 183 tentang pemeliharaan kesehatan oleh operator penerbangan. • Alamat SBU GSM: Jalan Angkasa Blok B 15 Kav. 1, Kemayoran Jakarta Pusat, Indonesia 10610 Garuda Cargo Business Unit (SBU Cargo) • SBU Cargo melayani jasa transportasi udara, dengan menggunakan pesawat-pesawat yang dimiliki oleh Garuda Indonesia. Bersama dengan mitra-mitra yakni para Agen dan GSSA, SBU Cargo mengirimkan barang untuk wilayah domestik dan internasional. Selain itu SBU Cargo juga memberikan pelayanan kepada pengirim baik perusahaan maupun individual melalui agen, GSSA atau penjualan langsung. • Untuk memperluas cakupan pelayanan, SBU Cargo menjalin kerja sama dengan maskapai lain seperti Korean Airlines, Malaysian Airlines, China Airlines dan Turkish Airlines. Kota tujuan yang dilayani bersama dengan maskapai-maskapai tersebut berjumlah sekitar 50 kota di seluruh dunia.

3. Assign resources to Each SBU 4. Assessing Growth Opportunities Includes planning new businesses, downsizing, and terminating older businesses. If there is a gap between future desired sales and projected sales, corporate management will need to develop or acquire new businesses to fill it.

C. BUSINESS UNIT STRATEGIC PLANNING

THE BUSINESS UNIT STRATEGIC PLANNING PROCESS

SWOT ANALYSIS Strengths Internal Environment Weaknesses Opportunities Threats External Environment

PORTER’S GENERIC STRATEGIES Overall cost leadership Differentiation Focus firms work to achieve the lowest production and distribution costs so they can underprice competitors and win market share. the business concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market. the business focuses on one or more narrow market segments, gets to know them intimately, and pursues either cost leadership or differentiation within the target segment.

CATEGORIES OF MARKETING ALLIANCES 1. Product or service alliances—One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. 2. Promotional alliances—One company agrees to carry a promotion for another company’s product or service. 3. Logistics alliances—One company offers logistical services for another company’s product. 4. Pricing collaborations—One or more companies join in a special pricing collaboration.

MCKINSEY’S ELEMENTS OF SUCCESS Skills Strategy Staff Structure Style Systems Shared values

D. MARKETING PLAN

MARKETING PLAN CONTENTS ü Executive summary ü Table of contents ü Situation analysis ü Marketing strategy ü Financial projections ü Implementation controls

EVALUATING A MARKETING PLAN ü Is the plan simple? ü Is the plan specific? ü Is the plan realistic? ü Is the plan complete?

FOR REVIEW • How does marketing affect customer value? • How is strategic planning carried out at different levels of the organization? • What does a marketing plan include?

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