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CRAVENS PIERCY PIERCY 8/e McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Presentasi berjudul: "CRAVENS PIERCY PIERCY 8/e McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved."— Transcript presentasi:

1 CRAVENS PIERCY PIERCY 8/e McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

2 2-2 Chapter Two Corporate, Business and Marketing Strategy McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

3 2-3

4 2-4 Konsep Marketing Strategic  Mengubah fokus pemasaran dari produk ke pelanggan dalam konteks lingkungan eksternal yang lebih luas.  Pergeseran tujuan pemasaran dari laba bagi perusahaan menjadi keuntungan atau manfaat bagi seluruh pemangku kepentingan ( stakeholer)

5 2-5 Internal Enviroment ( Budaya,Sumb erdaya, struktur) Share holderCompetitorCustomerSuplierGovernmentLabor union Lingkungan industri Lingkungan sosial Tekanan Sosial budaya Tekanan Ekonomi Demografi Tekanan Teknolog i Tekanan Politik- Hukum Lingkungan alam dan fisik Sumber daya fisik Iklim Wildlife

6 2-6

7 2-7 BUSINESS AND MARKETING STRATEGY  Developing the strategic plan for each business Analisis strategi terdiri : a. Mendiagnosis kekuatan dan keterbatasan b. Memilih strategi yang tepat  Business and marketing strategy relationships Sebuah pemahaman pada maksud bisnis, lingkup bisnis, tujuan, kapabilitas dan strategi yang mendasar dalam perencanaan dan implementasi strategi pemasaran yang konsisten dengan tujuan bisnis perusahaan

8 2-8 Environmental scanning Societal Environment General forces Task Environment Industry analysis External Structure Chain of command Culture Beliefs, expectation,value. Resources Assets, skill competencies, knowledge InternalProgram Budgets Procedures Performance Strategy Implementation Evaluation and Control Mission Objectives Strategies Policies Strategy Formulation Reason for existence What result to accomplish by when Plant to achieve the mission & objectives Broad guidelines for decision making Activities needed to accomplish a plan Cost of the programs Sequence of steps needed to do the job Actual results Feedback/Learning Model Wheelen - Hunger Mission Objectives Strategies Policies Strategy Formulation Reason for existence What result to accomplish by when Plant to achieve the mission & objectives Broad guidelines for decision making

9 2-9

10 2-10 S = strategy, V= value, T= tactic, P- People, C= Customer, S= Shareholder

11 2-11 Strategic Marketing –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

12 2-12 M ARKETING S TRATEGY P ROCESS Situation Analysis Marketing Program Development Implementing and Managing Marketing Strategy Designing Marketing Strategy

13 2-13 S ITUATION A NALYSIS Market Vision, Structure, and Analysis Continuous Learning About Markets STP Markets

14 2-14 Visi, Struktur, analisis pasar  Mengidentifikasi & menggambarkan pembeli  Memahami preferensi produk mereka  Memperkirakan ukuran dan tingkat pertumbuhan pasar  Menemukan perusahaan dan produk yang bersaing dipasar

15 2-15 Segmenting Market  Melihat keberagaman kebutuhan dan keinginan  Mengidentifikasi keberagaman kedalam beberapa segmen yang menarik untuk produk pasar

16 2-16 Positioning Strategy Development Product strategy Distribution strategy Promotion strategy Price strategy Market target Positioning strategy

17 2-17 Continuous Learning about markets  Belajar terus menerus tentang perkembangan pasar dan persaingan yang sifatnya dinamis  Preferensi konsumen akan terus bergerak  Mengantisipasi apa yang akan disukai pasar dimasa yang akan datang

18 2-18 Designing Market- Driven Strategies Relationship Strategies Market Targeting and Strategic Positioning Planning for New Products DESIGN MARKET-DRIVEN STRATEGIES

19 2-19

20 2-20

21 2-21 Mengembangkan Program Market Driven  Strategi marketing akan menuntun program pengembangan produk, harga, distribusi dan promosi yang mendukung  Tetapkan program marketing mix yang mendukung penetapan positioning

22 2-22


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