Business and Marketing Strategy 2000 Prentice Hall Hierarchy

Hierarchy of Strategy Corporate strategy Business strategy Functional strategy © 2000 Prentice Hall

Corporate Strategy ä Desribes a company’s overall direction in terms of its general attitude toward growth and the management of its various businesses and product lines. ä Contoh : Amazon. com dari toko buku terbesar online didunia menjadi toko terbesar on line di dunia © 2000 Prentice Hall

Corporate Strategy ä Karakteristik strategi korporasi yg efektif (Michael Porter) ä Posisi kompetitive yg unik bagi perusahaan ä Aktivitas disesuaikan dengan strategi ä Keberlangsungan diperoleh melalui aktivitas sebagai suatu sistem, tidak bagian-per bagian ä Kegiatan operasional yg efektif merupakan suatu keharusan © 2000 Prentice Hall

Corporate Strategy ä Strategi Korporasi meliputi : ä Menetapkan visi korporasi ä Menetapkan Tujuan

Menetapkan Visi ä Visi Manajemen didefinisikan, akan menjadi perusahaan apa, aktivitasnya apa dan bagaimana mengelola & mengembangkan perusahaan. ä Perusahaan akan dibawa kemana pada masa mendatang. ä Visi akan dijabarkan dalam misi perusahaan © 2000 Prentice Hall

Menetapkan Tujuan ä Tujuan dibutuhkan agar kinerja perusahaan dapat diukur. ä Tujuan perusahaan meliputi : pemasaran, inovasi, sumber daya, produktivitas, tanggung jawab social dan keuangan (meningkatkan kualitas produk, pertumbuhan panga pasar) © 2000 Prentice Hall

Kemampuan (Capabilities) ä Strategi Perusahaan perlu focus pada kemampuan yang berbeda. ä Kemampuan meliputi bersaing pada pasar yang berbeda, menghasilkan nilai bagi konsumen dan menciptakan penghalang bagi pesaing yang ingin meniru. © 2000 Prentice Hall

VISI, MISI DAN TUJUAN Universitas INDONUSA Esa Unggul VISI “Menjadi Universitas yang Unggul dalam mutu, kepeloporan dan kewirausahaan serta berwawasan global yang bertumpu kepada sistem kerjasama dan budaya akademik. ” © 2000 Prentice Hall

MISI “Menyelenggarakan Pendidikan Tinggi, Penelitian dan Pengabdian kepada Masyarakat untuk menghasilkan lulusan yang memiliki

TUJUAN ä Mendidik mahasiswa agar berjiwa penuh pengabdian serta memiliki rasa tanggung jawab yang besar terhadap masa depan bangsa dan Negara Indonesia sehingga bermanfaat bagi usaha-usaha pembangunan nasional dan pembangunan daerah ä Mendidik mahasiswa dalam suatu suasana pergaulan internasional dengan pemuda-pemudi dari berbagai bangsa agar dapat duduk sama rendah dan berdiri sama tinggi dengan berbagai © 2000 Prentice Hall bangsa di dunia

TUJUAN ä Memberikan kemampuan intelektual dengan pengetahuan yang sesuai dan mengarahkan pada kemampuan KEWIRAUSAHAAN yang tinggi dan handal. ä Mengembangkan tata kehidupan kampus yang memadai dan tampak jelas corak khas kepribadian Indonesia. © 2000 Prentice Hall

CORPORATE STRATEGY Deciding the Scope and Purpose of the Business Objectives © 2000 Prentice

ORGANIZATIONAL CHANGE Vertical Disaggregation Internal Redesign © 2000 Prentice Hall New Organizational Forms

PERUBAHAN ORGANISASI ä Pengurangan secara vertikal (Vertical Disaggregation) : ä Mengurangi ukuran organisasi melalui pengurangan pekerjaan & penempatan middle manager serta tingkatan organisasi (downsizing) © 2000 Prentice Hall

PERUBAHAN ORGANISASI ä Mendesain ulang secara internal (Internal Redesain) : ä Mendesain ulang organisasi menjadi lebih ramping, fleksibel, menyesuaikan dan responsif terhadap kebutuhan konsumen & permintaan pasar. ä Perubahan bisnis meliputi inovasi produk maupun memperbaiki jaringan distribusi. © 2000 Prentice Hall

PERUBAHAN ORGANISASI ä Membentuk Organisasi Baru (New Organization Form) : ä Perubahan yang dikaitkan dengan organisasi lain dan proses yang digunakan sebagai dasar konsep organisasi. ä Organisasi harus memperluas hubungannya dengan pemasok, konsumen maupun pesaing. Organisasi baru ini disebut : Jaringan (Network). Mereka dapat melakukan kerja sama. © 2000 Prentice Hall

Business Strategy ä Occurs at business unit and it emphasizes improvement of the competitive and cooperative strategy. ä Staples has used a competitive strategy to differentiate its retail stores from its competitors by adding services to its store such as copying, and UPS shipping ä British Airways has followed a cooperative strategy by forming an alliance with American Airlines in order to provide global services. © 2000 Prentice Hall

MARKETING STRATEGY ä Strategic marketing: ä Developing a vision about the markets of interest to the organization, select market target strategies, setting objectives, and developing, implementing and managing the marketing program positioning strategies designed to meet the value requirements of customers in each market target © 2000 Prentice Hall

Marketing Strategy Process Situation analisis Implementing and managing marketing strategy Exhibit 1 -2 A

SITUATION ANALYSIS Market Vision, Structure, and Analysis Continuous Learning About Markets © 2000 Prentice

Disigning Marketing Strategy ä Market targeting and strategic positioning ä Tujuan market targeting strategy : adalah untuk memilih orang atau organisasi yang ingin dilayani kebutuhannya pada pasar produk. ä Biasanya dipilih satu atau beberapa segmen saja © 2000 Prentice Hall

Product-Market Strategies © 2000 Prentice Hall Existing products New products Existing markets Market Penetration

Market Penetration Strategy Seeking a larger market share in a market in which organization already has an offering This strategy involves: Attempts to increase present buyer’s usage or consumption rates of the offering Attracting buyers of competing offerings Stimulating product trial among potential consumers © 2000 Prentice Hall

Market Development Strategy Introducing its existing offerings to markets other than those that the organization is currently serving. Reaching new markets requires: Carefully considering competitor strengths and weaknesses Different distribution outlets Change in sales effort and advertising © 2000 Prentice Hall

Market Development in the International Arena © 2000 Prentice Hall Exporting Licensing Joint Venture

Product Development Strategy Creating new offerings for existing markets. This approach may be taken for: Product Innovation – develop totally new offerings Product Augmentation – enhance the value to customers of existing offerings Product line extension – broaden the existing line of offerings by adding different sizes, forms, flavors, etc. © 2000 Prentice Hall

Diversification Strategy Development or acquisition of offerings new to the organization and introducing those offerings to publics not previously served by the organization. Growing trend in recent years High-risk strategy because both the offering and market served are new to the organization © 2000 Prentice Hall

Disigning Marketing Strategy ä Market targeting and strategic positioning ä Strategi Positioning : bagaimana menempatkan produk di mata dan benak konsumen dan terbedakan dengan produk dari pesaing © 2000 Prentice Hall

Disigning Marketing Strategy ä Market targeting and strategic positioning ä Strategi Positioning pada program pemasaran merupakan kombinasi dari produk, harga, distribusi dan promosi yang digunakan perusahaan sebagai kunci untuk menghadapi pesaing Marketing Mix © 2000 Prentice Hall

Disigning Marketing Strategy ä Relationship strategy ä Marketing ralationship partners may include end-user customers, marketing channel members, suppliers, competitors alliance and internal teams © 2000 Prentice Hall

Christopher et al. (2002) Mengembangkan Model 6 Pasar Dalam Relationship Marketing © 2000 Prentice

Positioning Strategy Development Product strategy Positioning startegy Promotion strategy Market target Price strategy ©

Implementing and Managing Market-Driven Strategy ä Strategy implementation and control, consits of : ä Preparing marketing plan and budget ä Implementing the plan ä Using the plan in managing and controlling the strategy on an ongoing basis. © 2000 Prentice Hall

Preparing Marketing plan ä ä Strategic situation summary ä A summary of the strategic situation for the planning unit (business unit, market segment, product line, etc). Market target description ä Define and describe each market target, including customer profile, customer preferences, and buying habits, size and growth estimates, distribution channels, analysis of key competitor, and guidelines for positioning strategy. © 2000 Prentice Hall

Preparing Marketing plan ä ä Objectives for the market targets ä Set objectives for the market target (such as market position, sales, and profit). Marketing program positioning strategy ä Product strategy ä Set strategy for new product and product improvement. ä Distribution strategy ä Price strategy ä Marketing research ä Coordination with other business function ä Forcasts and budgets ä Contigency plans ä Indicate planned action if even differ from those assume in the plan © 2000 Prentice Hall