Perusahaan dan Strategi Pemasaran Kemitraan untuk Membangun Hubungan Pelanggan

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Perusahaan dan Strategi PemasaranKemitraan untuk
Membangun Hubungan Pelanggan

• M. Eko Fitrianto
• e.fitrianto_at_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
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Peta PembelajaranStrategic Marketing Plan
Strategic
(6) Porters Five Force
(1) Definition
Tactical
Marketing Plan
(2) 4 Steps Strategic Planning
(5) 4 Growth strategy
(3) Marketing Decision
1. Terminated
(4) Strategic Integration
2. Downsizing
3 Characteritics of SBU
3. Plan new business
Vertical
Evaluating SBU
Horizontal
BCG Analysis
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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)

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The Strategic-Planning, Implementation, and
Control Process
Next Stratgc-Tactcl-Implt.-Eval.
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Semua strategi harus konsisten
Strategic marketing
Tactical marketing
Implementation
Evaluation
Konsisten
Konsisten
Konsisten
Konsisten
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Dana (Ketersediaan dana)
Sumber daya (SDM)
Peralatan (Infrastruktur, Alat2)
Marketing Strategy
Program/ kegiatan
FOKUS dan TERINTEGRASI
4Ps STP
Target
Pasar
Next 4 step mark. strategic
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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
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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

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SBUs 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
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Perusahaan Korporasi(yang akan melakukan
Portfolio Analysis)
Perus. A1
Perus. A2
Perus. B2
Perus. A
Perus. B2
Perus. B
Perus. I
Holding Company
Perus. H
Perus. C
Perus. G
Perus. D
Perus. D2
Perus. F
Perus. E
Perus. D1
Next Conth. korporasi
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Marketing Integration Strategy(Vertical and
Horizontal)
Upstream 2
Vertikal
Upstream 1
Corporate strategy (Market Expansion)
Line 3
Line 4
Line 1
Line 2
Horizontal
Horizontal
Downstream 1
Vertikal
Downstream 2
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SBUs 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 ?
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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)
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Prod. sdh ada
1
Pasar (sudah ada)
Pasar (baru)
Prod. baru
2
4
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Porters 5 Forces
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SekianTerimakasih