session05 pt

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Session 05

Entrepreneurial Marketing

Sudahkah anda lakukan?

• Tugas Pribadi – session summary

• Tugas Kelompok – business ideas– Ide individu– Brainstorming– Ide kelompok – idea multiplication

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

entrepreneurial marketing

VALUEPROPOSITION

COSTSTRUCTURE

CUSTOMERRELATIONSHIPS

CUSTOMERSEGMENTS

ACTIVITYCONFIGURATION

CORECAPABILITIES

PARTNERNETWORK

REVENUESTREAMS

INFRASTRUCTURE CUSTOMEROFFER

FINANCE

DISTRIBUTIONCHANNELS

an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders - - - definition of marketing by the American Marketing Association

Marketing practices vary depending on the type of company and the products and services it sells.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Why Marketing is Critical for Entrepreneurs

Because no venture can become established and grow without a customer market;

Because it is difficult and expensive to bring new products and services to market;

To differentiate product or service to customers makes the company distinctive and valuable;

Companies must be able to switch marketing gears quickly to attract new customer segments.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Entrepreneurs Face Unique Marketing Challenges

limited resources in financial, managerial, and time;

limited market information;

decision-making inclined to be muddled by personal biases and beliefs;

poorly established relations with multiple audiences.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Acquiring Market Information

Marketing research could cover information such as:

-Product attributes important to customers;-Possibility of customers’ buying willingness by marketing behaviors;-Market trend;-The location of the customers’ preference.

Two basic types of market data

Secondary data; economical and usually used to collect baseline information;Primary data; and the limitations of such data.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Marketing Strategy for Entrepreneurs

A company’s marketing strategy must A company’s marketing strategy must closely align with its resources and closely align with its resources and capabilities;capabilities;

Segmentation, targeting, and positioning Segmentation, targeting, and positioning are key marketing dimensions that set the are key marketing dimensions that set the strategic framework.strategic framework.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial MarketingMarketing Strategy for Entrepreneurs/the Marketing Mix

Product Product StrategyStrategy

placeplace

promotiopromotionn

Pricing StrategyPricing Strategy

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Guerilla Marketing

Guerilla marketing acts as non-traditional, grassroots, and captivating – that gain consumers’ attention and build awareness of the company.

Word-of-Mouth marketing, Buzz marketing, and Viral Marketing.

Other issues in Guerrilla Marketing.

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial MarketingMarketing Skills for Managing Growth

Understanding and Listening to the Customer

Building brand awareness and building brand equity

Bygrave & Zacharakis, 2007. Entrepreneurship, New York: Wiley. ©

Entrepreneurial Marketing

Conclusion

Marketing is a delicate balance of art and Marketing is a delicate balance of art and science.science.

It is necessary for entrepreneurs to scale up It is necessary for entrepreneurs to scale up or change focus.or change focus.

Studi Kasus Mini, mahasiswa salah satu perguruan tinggi, mempunyai ide untuk memproduksi tas notebook. Ide ini timbul setelah melihat larisnya casing handphone, khususnya di kalangan remaja perempuan. “Dengan desain yang menarik, pasti banyak peminatnya,” demikian lamunan Mini. Untuk mengembangkan idenya, Mini mengunjungi beberapa toko yang menjual tas notebook. Namun, semangatnya agak kendor saat mengetahui, bahwa tas notebook telah banyak beredar di pasar. Mini, kini, agak ragu untuk melanjutkan idenya. Anda adalah entrepreneur sejati. Bila anda berada pada posisi Mini, apa yang anda lakukan? Bila ide tersebut terus dilanjutkan, apa yang harus dilakukan? atau Quit from the business? Jelaskan!