Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan

Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto e. fitrianto@ymail. com Sumber Bacaan Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12 th Ed. , Erlangga, 2008 Philip Kotler, Marketing Management, 13 th Edition, Prentice Hall, 2008 Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

Peta Pembelajaran “Strategic Marketing Plan” (6) Porter’s Five Force (1) Definition Strategic Tactical Marketing Plan (2) 4 Steps Strategic Planning 1 • Visi-Misi (5) 4 Growth strategy 1 2 3 4 2 • Goal 3 • Portfolio SBU 1. Terminated (4) Strategic Integration Vertical Horizontal (3) Marketing Decision 2. Downsizing 3. Plan new business 4 • Funct. stratgc 3 Characteritics of SBU Evaluating SBU BCG Analysis

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 Evaluation

Sumber daya (SDM) Program/ kegiatan Dana (Ketersediaan dana) Marketing Strategy Peralatan (Infrastruktur, Alat 2) FOKUS dan TERINTEGRASI 4 P’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. A 1 Perus. A 2 Perus. B 2 Perus. A Perus. I Perus. B 2 Perus. H Holding Company Perus. G Perus. C Perus. D Perus. F Perus. E Perus. D 1 Perus. D 2 Next : Conth. korporasi

Marketing Integration Strategy (Vertical and Horizontal) Upstream 1 Line 2 Horizontal Corporate strategy (Market Expansion) Vertikal Upstream 2 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 o How t BU ng S i t a u l eva ?

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

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