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Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkk Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang.

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Presentasi berjudul: "Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkk Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang."— Transcript presentasi:

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2 Power Point Berdasarkan Buku yang ditulis Ujang Sumarwan, dkk Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dan Penciptaan Nilai bagi pemegang Saham

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6 LUXURY CAR MARKET Marketing Strategic in Luxury Car Market Segment

7 KINERJA PEMASARAN

8 Road Map  What & Why?  How?  Conclusion

9 WHAT & WHY?

10 Pokok Bahasan Biaya Pemasaran Strategi Pemasaran Maksimum Profit - Jangka pendek - Aktivitas pemasaran - Fokus terhadap aktivitas marketing -Dianggap Penting oleh CEO, tapi tidak masuk dalam agenda bisnis - keuntungan jangka pendek - tidak memberikan gambaran kinerja yang jelas Biaya Pemasaran Strategi Pemasaran Maksimum Shareholder Value -Balanced Scorecard Market and Customer Focus: -Value Base Marketing - Market Base Management - Kinerja Pemasaran - Discounted Future Cash Flow (jk. Panjang) - Dividen - Harga saham

11 Cause : - Pasar Globalisasi -Perubahan Struktur Industri - Revolusi Informasi -Peningkatan Ekspektasi Pelanggan Perubahan Strategi Marketing Effect: MARKET ORIENTATION AND PERFORMANCE - Customer Focus and Profitability - Customer Focus and Satisfaction -Customer Satisfaction and Customer Retention (CSI) - Customer Loyalty and Managing Customer Loyalty (CLI)

12 Customer Profitability : Perbedaan antara pendapatan yang diperoleh dan biaya yang berkaitan dengan hubungan dengan pelanggan selama periode tertentu (Farris dan Bendlel, 2006). KELOMPOK PELANGGAN Top tier customers - reward Second tier customers - grow Third tier customers - fire

13 Market Orientation and Performance Impact Customer And Business Profitability Customer Satisfaction And Customer Loyalty Customer – Focused Organization Business with a strong customer focus strive to achieve hingh levels of customer satisfaction and customer loyalty Successful customer relationship marketing translates into higher levels of customer and business profitabilty Customer Relationship Marketing

14 HOW?

15 Kelompok Metriks Kinerja Pemasaran Kegunaan Market Performance MetricsMengukur kondisi pasar eksternal dan daya tarik pasar Competitive Performance MetricsMencoba melihat daya saing dari produk Customer Performance MetricsMengukur kinerja pelanggan : kepuasan pelanggan, retensi pelanggan, loyalitas pelanggan, customer awareness dan customer value

16 Financial Performance Metrics Cost Metrics  Average cost per unit  Marketing & sales expenses  Operating expenses Productivity Metrics  Inventory turnover  Sales per employee  Days of accounts receivable Profitability Metrics  Return on sales  Return on assets  Return on invested capital Marketing Performance metrics Market Metrics  Market growth rate  Market share  Market demand to potential Competitiveness Metrics  Relative product quality  Relative service quality  Relative price and value Customer Metrics  Customer satisfaction  Customer retention  Customer loyality

17 Measurement Perspective In-Process MetricsEnd-Result Metrics Internal (in company) Products Defects Late Deliveries Billing Errors Accounts Receivable Inventory Turnover Net Profit / Earnings Return on Sales Margin per Unit Return on Assets Assets Turnover External (in market) Customer Satisfaction Relative Product Quality Relative Service Quality Intentions to Purchase Product Awareness Market Share Customer Retention Relative New-Product Sales Revenue per Customer Market Growth Rate Time Perspective

18 Measure of shareholder value Market demand 20 million Market Share 5% Revenue per Customer $500 Variable cost per Customer $310 Marketing Expenses $100 million Operating Expenses $40 million Taxes $ 20 million Market Orientation and Cos FocusMPShareholder Value Customer volume 1 million Margin per Customer $190 Total contribution $ 190 million Net Marketing Contibution $90 million Operating income $ 50 million Net profit $ 30 million Sales $500 million Assets $206 million Equity $183 million Capital = $150 million Cost = 120% Shares $60 million Share Price $15 ROS 6% ROA 14.5% ROE 16.4% EP $12 EPS $0.50 PE Ratio 30

19 Shareholder Value Net profit and Cash Flow Financial Performance Market Performance Metrics Customer Satisfaction, Retention and Purchase Behavior Marketing Strategy and Strategy Implementation

20 PERUBAHAN PERAN PEMASARAN PastFuture Objective of marketingCreate customer valueCreate shareholder value Marketing strategyIncrease Market ShareDevelop and manage marketing assets AssumptionsPositive market performance leads to positive financial performance Marketing strategies need to be tested in value terms ContributionKnowledge of customers,competitors and channels Knowledge of how to lever marketing to increase shareholder value Focus of marketingMarketing OrientationGeneral Management Skills of marketingSpecialistSpecialist + General advocacyImportance of understanding customer Marketing’s role in creating shareholder value Concept of assetsTangibleIntangible RationaleImproves ProfitIncreases shareholder value Performance measuresMarket share,customer satisfaction return on sales and investment Shareholder value:discounted cash flows

21 CONCLUSION? Perubahan Peran Marketing Strategi Marketing Shareholder Value

22 TERIMA KASIH


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