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

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)

Internal Enviroment ( Budaya,Sumberdaya, struktur) Lingkungan alam dan fisik Sumber daya fisik Lingkungan sosial Tekanan Ekonomi Demografi Tekanan Sosial budaya Internal Enviroment ( Budaya,Sumberdaya, struktur) Share holder Competitor Customer Suplier Government Labor union Lingkungan industri Tekanan Politik-Hukum Tekanan Teknologi Iklim Wildlife

BUSINESS AND MARKETING STRATEGY Developing the strategic plan for each business Analisis strategi terdiri : Mendiagnosis kekuatan dan keterbatasan 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

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

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

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

MARKETING STRATEGY PROCESS Situation Analysis Implementing and Managing Marketing Strategy Designing Marketing Strategy Marketing Program Development

SITUATION ANALYSIS Market Vision, Structure, and Analysis Continuous Learning About Markets STP Markets

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

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

Positioning Strategy Development Product strategy Positioning strategy Promotion strategy Market target Distribution strategy Price strategy

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

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

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