Perusahaan dan Strategi PemasaranKemitraan untuk Membangun Hubungan Pelanggan

M. Eko Fitriantoe.fitrianto@ymail.com

Sumber BacaanPhilip Kotler, Gary Amstrong, Prinsip-prinsip Pemasaran, 12th Ed., Erlangga, 2008

Philip Kotler, Marketing Management, 13th Edition, Prentice Hall, 2008Diah Natalisa, Dasar-dasar Manajemen Pemasaran, Penerbit Unsri, 2007

Peta Pembelajaran“Strategic Marketing Plan”

Marketing Plan

(1) Definition

(3) Marketing Decision

1. Terminated

Strategic

Tactical

3 Characteritics of SBU

Evaluating SBU

BCG Analysis

2. Downsizing

3. Plan new business

(6) Porter’s Five Force

(2) 4 Steps Strategic Planning

•Visi-Misi1

•Goal2

•Portfolio SBU3

•Funct. stratgc4(4) Strategic Integration

VerticalHorizontal

(5) 4 Growth strategy

1 2

3 4

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

Strategicmarketing

Tacticalmarketing

Implementation Evaluation

Konsisten Konsisten Konsisten

Konsisten

MarketingStrategy

Sumber daya(SDM)

Dana(Ketersediaan

dana)

Peralatan(Infrastruktur,

Alat2)Program/kegiatan

Target Pasar

FOKUS dan TERINTEGRASI

4P’sSTP

Next : 4 step mark. strategic

Corporate and Division Strategic Planning(4 Steps Strategic Planning)

MendifinisikanVisi dan Misi

Menetapkan tujuan dan

sasaran

Merancang portfolio bisnis

Merencanakan pemasaran dan

strategi fungsional lain

Perencanaan Tingkat KorporasiUnit bisnis, Produk dan

Tingkat pasar

CORPORATE AND DIVISION STRATEGIC PLANNING

Defining the Corporate MissionMision statement must be : Market oriented, Realistic, Specific, Motivated, and Consistent to marketing environmentMission statements define which competitive scopes the company will operate in

Industry scopeProducts and applications scopeCompetence scopeMarket-segment scopeVertical scopeGeographical 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)

HoldingCompany

Perus. APerus. B

Perus. C

Perus. D

Perus. EPerus. F

Perus. G

Perus. H

Perus. I

Perus. A1 Perus. A2 Perus. B2

Perus. B2

Perus. D1

Perus. D2

Next : Conth. korporasi

Marketing Integration Strategy(Vertical and Horizontal)

Corporate strategy (Market Expansion)

Upstream 1

Upstream 2

Downstream 2

Downstream 1

Line 3 Line 4Line 1 Line 2

Horizontal Horizontal

VertikalVertikal

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)

Pasar (sudah

ada)

Pasar (baru)

Prod. sdh ada

1

Prod. baru 2

3

4

PORTER’S 5 FORCES

SekianTerimakasih