3 Gathering Information and Scanning the Environment MARKETING MANAGEMENT 3 Gathering Information and Scanning the Environment Kotler Keller

Analisis peluang pasar Analisis makro industri Analisis Analisis internal Pasar menarik/tidak untuk dimasuki

Pasar Menarik ? Manfaat yang didapat terlihat jelas dari target market Perusahaan memiliki akses yang baik ke sumber daya penting yang dibutuhkan perusahaan untuk memberikan manfaat kepada pelanggan Perusahaan dapat menyerahkan manfaat yang lebih baik dari pada pesaing aktual dan potensial

Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural

Lingkungan makro Lingkungan industri Tekanan Ekonomi Demografi Tekanan Sosial budaya Lingkungan Internal Perusahan Share holder Competitor Customer Suplier Government Labor union Lingkungan industri Tekanan Politik-Hukum Tekanan Teknologi

Kenapa harus melihat indikator makro alasan kenapa sebagian perusahaan lebih bisa beradaptasi dari yang lainnya adalah The origin of competitive advantage lies in the ability to identify and respond to enviromental change well in advance competition. Memahami faktor-faktor yang secara umum menekan lingkungan industri dan mempengaruhi pada kondisi penawaran dan permintaan

Indikator Ekonomi & Demografi Pertumbuhan PDB Tingkat Inflasi Tingkat Suku Bunga Disposible Income Tingkat Pengangguran Ketersediaan Energi(Cost) Infrastruktur Ekspor - Impor Aging population Number of population Growth rate Rising affluence Changes in etnic composition Geographic distribution of population

Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe

Table 3.4 Most Popular American Leisure Activities Walking Gardening Swimming Photography Bicycling Fishing Bowling Camping Jogging Free weights Golf Continuing education

Technological Environment Opportunities for innovation Varying R&D budgets Increased regulation of change

Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections

Political-Legal Environment Increase in business legislation Growth of special interest groups

Forcess Driving Industry Competition Potential Entrants Threat of New Entrants Relative Power of Unions, Goverenments, etc Industry Competitors Rivalry Among Existing Firms Bargaining Power of Buyers Other Stakeholders Buyers Suppliers Bargaining Power of Suppliers Threat of Substitute Products of Service Suppliers

Persaingan Sesama Perusahaan dalam Industri Jumlah Kompetitor Tingkat Pertumbuhan Industri Karakteristik Produk dan Jasa Biaya Tetap yang Besar Kapasitas industri Besar Hambatan Keluar

Types of Industrial Structures economies Industrializing economies Raw-material- exporting economies Subsistence economies

India – An Industrializing Economy

Saudi Arabia – A Raw-Material Exporting Economy

Stuktur Pangsa Pasar 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader

Contoh analisis lingkungan

Indikator ekonomi makro Indonesia

Needs and Trends Fad Trend Megatrend

Pertumbuhan Asia Tenggara ++

10 Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure

Tingkat Penganguran Indonesia

Tingkat Suku Bunga SBI

Impor Pangan

Impor Barang Konsumsi

Rangking “Doing Business” Indonesia World bank 2011

Demografi Indonesia Akan terkonsentrasi diperkotaan : Sekitar 70% penduduk Indonesia yang tinggal dipedesaan pd tahun 90 an akan semakin terkonsentrasi diperkotaan pada tahun 2010 terbukti penduduk yang tinggal di perkotaan menjadi 50%. Indonesia akan dikepung oleh warna perkotaan seperti tumbuh kota satelit, mall dan pasar swalayan, kepadatan lalulintas, jasa – jasa ( Keuangan, pendidikan, perbankan) Akan Semakin Tua :Jumlah orang tua akan meningkat dan berdaya beli tinggi. Melemahnya Pertumbuhan penduduk: Karena meningkatnya pendidikan wanita , keinginan untuk banyak anak menyurut. Sehingga komposisi usia muda akan berkurang.

Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement

Population Age Groups 65+ 40-65 25-40 Teens School-age Preschool

Household Patterns

Schwab’s Chinese-language Web site

Economic Environment Income Distribution Savings Rate Debt Purchasing Power Income Distribution Savings Rate Debt Credit Availability

The Gap “look” is recognizable everywhere

Unit Pricing on Store Shelves

Marketing Debate Take a position: 1. Age differences are fundamentally more important than cohort effects. 2. Cohort effects can dominate age differences.

Marketing Discussion What brands do you feel successfully speak to you? Effectively target your age group? Why? Which ones do not?