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Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto Sumber Bacaan Philip Kotler, Gary.

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Presentasi berjudul: "Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto Sumber Bacaan Philip Kotler, Gary."— Transcript presentasi:

1 Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto 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

2 Peta Pembelajaran “Strategic Marketing Plan” Marketing Plan (1) Definition (3) Marketing Decision 1. Terminated Strategic Tactical 3 Characteritics of SBU Evaluating SBU BCG Analysis 2. Downsizing 3. Plan new business (6) Porter’s Five Force (2) 4 Steps Strategic Planning Visi-Misi 1 Goal 2 Portfolio SBU 3 Funct. stratgc 4 (4) Strategic Integration Vertical Horizontal (5) 4 Growth strategy 1234

3 Marketing Plan Proses penyusunan serangkaian kegiatan pemasaran Strategic Marketing Plan  General strategy (target market and value proportion offering) TacticalMarketing Plan  Specific strategy (features, promotion, trading, pricing, distribution) Visi & Misi Strat. MP Tact. MP

4 The Strategic-Planning, Implementation, and Control Process Next : Stratgc-Tactcl-Implt.-Eval.

5 Semua strategi harus konsisten Strategic marketing Tactical marketing Implementati on Evaluation Konsisten

6 Marketing Strategy Sumber daya (SDM) Dana (Ketersediaan dana) Peralatan (Infrastruktur, Alat2) Program/ kegiatan Target Pasar FOKUS dan TERINTEGRASI 4P’s STP Next : 4 step mark. strategic

7 Corporate and Division Strategic Planning (4 Steps Strategic Planning) Mendifinisikan Visi dan Misi Menetapkan tujuan dan sasaran Merancang portfolio bisnis Merencanakan pemasaran dan strategi fungsional lain Perencanaan Tingkat Korporasi Unit bisnis, Produk dan Tingkat pasar

8 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

9 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

10 Perusahaan Korporasi (yang akan melakukan Portfolio Analysis) Holding Company Perus. A Perus. B Perus. C Perus. D Perus. E Perus. F Perus. G Perus. H Perus. I Perus. A1Perus. A2 Perus. B2 Perus. D1 Perus. D2 Next : Conth. korporasi

11 Marketing Integration Strategy (Vertical and Horizontal) Corporate strategy (Market Expansion) Upstream 1 Upstream 2 Downstream 2 Downstream 1 Line 3Line 4Line 1Line 2 Horizontal Vertikal

12 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 How to evaluating SBU ?

13 STRATEGI PEMASARAN (KISI-KISI EKSPANSI PASAR/PRODUK) Produk Sudah adaProduk baru Pasar sudah ada Penetrasi Pasar (1) Pengembangan Produk (2) Pasar baru Pengembangan pasar (3) Diversifikasi (4) Pasar (sudah ada) Pasar (baru) Prod. sdh ada 1 Prod. baru 2 3 4

14 PORTER’S 5 FORCES

15 Sekian Terimakasih


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