3 Gathering Information and Scanning the Environment

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1 3 Gathering Information and Scanning the Environment
MARKETING MANAGEMENT 3 Gathering Information and Scanning the Environment Kotler Keller

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

3 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

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

5 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

6 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

7 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

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

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

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

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

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

13 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

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

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

16 India – An Industrializing Economy

17 Saudi Arabia – A Raw-Material Exporting Economy

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

19 Contoh analisis lingkungan

20 Indikator ekonomi makro Indonesia

21 Needs and Trends Fad Trend Megatrend

22 Pertumbuhan Asia Tenggara ++

23 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

24 Tingkat Penganguran Indonesia

25 Tingkat Suku Bunga SBI

26 Impor Pangan

27 Impor Barang Konsumsi

28 Rangking “Doing Business” Indonesia
World bank 2011

29 Demografi Indonesia Akan terkonsentrasi diperkotaan : Sekitar 70% penduduk Indonesia yang tinggal dipedesaan pd tahun 90 an akan semakin terkonsentrasi diperkotaan pada tahun 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.

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

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

32 Household Patterns

33 Schwab’s Chinese-language Web site

34

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

36 The Gap “look” is recognizable everywhere

37 Unit Pricing on Store Shelves

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

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