Manajemen Keuangan Universitas Komputer Indonesia 2012 2. Analysis Business Pertemuan Minggu Ke-2 Pertemuan 2 Dr. Dedi Sulistiyo S., MT. UNIKOM Quality is Our Tradition Manajemen Keuangan Universitas Komputer Indonesia 2012

Management  Decisions Semakin tinggi level dalam manajemen semakin, semakin luas dalam hal pengambilan keputusan Corporate level Role Strategic of firm Corporate Marketing Strategic Marketing management Basic Business Level Cotrollable Uncontrolabble Functional Level Marketing

Marketing Environment Changes (C6) Company (C1) Channels (C4) Costumer (C2) Centers (C5) Competitor (C3) Ekonomi, Politik, Budaya, Teknologi, Demografi, Alamiah

dan personalia adalah controllable Company (c1) dalam hal ini menyangkut fungsi produksi, pemasaran, keuangan dan personalia adalah controllable sedangkan diluar dari perusahaan (C2-C6) adalah uncontrollable Sifat dari C2-C6 adalah : Turbulence : tidak menentu/bergejolak dimana setiap perubahannya bersifat tetap Diversity : sangat cepat berubah terutama c2 dan pergeserannya bersifat pasti. UNCONTROLLABLE TURBULANCE DIVERSITY TETAP PASTI RISK BENEFIT Financial Cost Pendapatan Market Profit

Strategic Marketing Process Strategic Marketing Process Strategic Marketing Process : analisis situasi, perancangan strategi pemasaran, pengembangan program pemasaran dan implementasi serta pengelolaan strategi. CL I II III IV BL Strategic Marketing Situation Analysis Marketing Strategic Design Marketing Program Development Implementation & Management Marketing Strategic ML Strategic Marketing Process

Business Approach Internal Eksternal Market Based approach Resource Based Approach Business Approach Market Driven Resources Driven Integrated Based approach Internal/Eksternal Resources Based and Market Based sangat bergantung pada market structures dimana market structures dalam marketing per jenis produk.

Business Strategic Vision (Marketing Mix strategy) Business Approach Business Strategic Vision How to Compete (Access) When to Compete (Advantage) Where to compete (Arena) Saluran komunikasi & distribusi untuk mencapai pelanggan Posisi perusahaan yg berbeda dibanding pesaing Segmen pasar & pelanggan Market Attractiveness Market (Marketing Mix strategy) Competitive (Market orientasi)

Market Driven Strategi Marketing = Market driven strategi ( Strategi yang bertitik tolak dari tuntutan pasar) Market driving Market Driven Perbedaan Bergantung pada kebutuhan pasar (pasar yang pure competition) Mengendalikan Pasar (menciptakan kebutuhan pasar) Create market driven to market driving dengan melakukan inovasi yang terus menerus (Continuous Innovation).

Market Driven Strategy 1. Karakteristik MDS Kunci keunggulan ”Market – Oriented” pemahaman pasar dan pengembangan suatu bisnis untuk perancangan market driven strategy.

Market Driven Strategy Market – Oriented harus analisis situasi a. Informasi tentang pelanggan, pesaing, dan pasar b. Memandang informasi dan perspektif bisnis total .semua fungsi dalam perusahaan, tidak hanya marketing c. Penentuan bagaimana menyampaikan ”superior customer value” d. Mengambil tindakan untuk mewujudkan nilai terhadap pelanggan.

Market-Oriented Dimensinya : Market Leveraging Superior Distinctive Orientation Pemahaman pasar dan pengembangan bisnis perusahaan Superior Performance Leveraging Distinctive Capability Bagaimana mewujudkan/mempertahankan kapabilitas perusahaan Posisi perusahaan lebih baik dibanding pesaing Customer Value/ Capability Match Penyesuaian kapabiliti dengan tuntutan pelanggan

Market Driven Strategy 2. Dampaknya MDS Karakteristik MDS terkait dengan keunikan bersaing suatu organisasi Pengukuran kinerja organisasi menyeluruh berdasarkan (customer learning and growth, internal business process)

Market Driven Strategy 3. Market Orientation Market oriented adalah budaya bisnis yang sistematik dan komitmen terhadap kreasi yang terus menerus untuk mewujudkan SCV.

Market Driven Strategy Karakteristik Market Orientation Customer Focus Competitor Inteligence Cross Functional Coordination

Business Approach Market Market Competitive CA Customer focus Competitor Company Customer Customer focus Competitor Intelligence Cross Function Team CA

Market Driven Strategy Positioning MDS Company, Customer, Competitor Human Resources Production Marketing Financing

Market Driven Strategy 4. Cara Mewujudkan Market Oriented Organization Information Acquisition Cross-Functional Assesment Share Diagnosis and Action

Competitor Information Other Market Information Market Orientation Komponen : Information Acquisition Interfunctional Assesment Customer Information Share diagnosis And coordination activities SCV Competitor Information Other Market Information

Market Orientation Capabilities : SCV SKILL (Cross Functional term) Accumulated Knowledge (New Product Experience) SCV Process Organizational New product development Coordination of Activities (Communication) Assets (Brand Image)

Creating Value Creating Value For Customer : CV SCV Benefit = Cost Unique Benefit SCV = Lower Relative Cost