M. Eko Fitrianto e.fitrianto@ymail.com Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan M. Eko Fitrianto e.fitrianto@ymail.com Sumber Bacaan Philip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12th Ed., Erlangga, 2008 Philip Kotler, Marketing Management, 13th Edition, Prentice Hall, 2008 Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

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

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

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

Semua strategi harus konsisten Strategic marketing Tactical marketing Implementation Evaluation Konsisten Konsisten Konsisten Konsisten

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

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

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

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

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

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

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 ?

Strategi Pemasaran (Kisi-kisi ekspansi pasar/produk) Produk Sudah ada Produk baru Pasar sudah ada Penetrasi Pasar (1) Pengembangan Produk (2) Pasar baru Pengembangan pasar (3) Diversifikasi (4) 3 Prod. sdh ada 1 Pasar (sudah ada) Pasar (baru) Prod. baru 2 4

Porter’s 5 Forces

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