Marketing Plan

Marketing Planning Process Corporate Strategy Business Strategy External Internal Marketing Research Marketing Research SWOT Analysis Marketing Objectives Marketing Strategy Marketing Program/Action Plan

Corporate Strategy

Business Strategy

External Internal

Marketing Research Marketing Research

SWOT Analysis

Marketing Objectives

Marketing Strategy

Marketing Program/Action Plan

Corporate Strategy Scope : Corporate/ Enterprise Objectives : Growth Performance : ROI/RONA/ROE….. Formulation : Penetration Market Development Product Development Diversification

Scope : Corporate/ Enterprise

Objectives : Growth

Performance : ROI/RONA/ROE…..

Formulation :

Penetration

Market Development

Product Development

Diversification

Ansoff Strategy EXISTING NEW NEW EXISTING PENETRATION PROD. DEV MARKT. DEV DIVERSIVICATION

Business Strategy Scope : SBU Objective : Competitiveness Performance : Market Share Formulation: Cost Leadership Differentiation Focus

Scope : SBU

Objective : Competitiveness

Performance : Market Share

Formulation:

Cost Leadership

Differentiation

Focus

Porter’s Business Strategy Cost Leadership Differentiation Focus Cost Differentiation

Cost Leadership

Differentiation

Focus

Cost

Differentiation

Functional Strategy Scope : Business Function Objective : Competitive Priority Performance : Target Cost

Scope : Business Function

Objective : Competitive Priority

Performance :

Target

Cost

Marketing Strategy Scope : Marketing Objective : Competitive Priority Performance : Market Share Market Growth

Scope : Marketing

Objective : Competitive Priority

Performance :

Market Share

Market Growth

Marketing Plan? Written document containing the guide lines for the business center’s marketing program and allocation over the planning period

Written document containing the guide lines for the business center’s marketing program and allocation over the planning period

Marketing Plan Description of the industry Analysis of potential customer and competitor Profile of target market and geographic area to be served Marketing mix ( product, price, promotion and place) Projected sales and market share

Description of the industry

Analysis of potential customer and competitor

Profile of target market and geographic area to be served

Marketing mix ( product, price, promotion and place)

Projected sales and market share

Analisis Permintaan Analisis Peluang Pasar Proyeksi Demand Potential (Do) Market Share ( S ) Proyeksi Demand Effektif (De ) De = S.Do

Analisis Peluang Pasar

Proyeksi Demand Potential (Do)

Market Share ( S )

Proyeksi Demand Effektif (De )

De = S.Do

Demand Potential Totalitas permintaan produk/jasa tanpa memperhatikan siapa yang akan memasok Market Size

Totalitas permintaan produk/jasa tanpa memperhatikan siapa yang akan memasok

Market Size

Metoda Proyeksi Market Research Kwalitatif Kwantitatif Time Series Causal

Market Research

Kwalitatif

Kwantitatif

Time Series

Causal

Demand Effective Jumlah permintaan produk/jasa yang diminta konsumen yang dapat diraih oleh pemasok tertentu Merupakan bagian dari demand potential

Jumlah permintaan produk/jasa yang diminta konsumen yang dapat diraih oleh pemasok tertentu

Merupakan bagian dari

demand potential

Demand Effective Do De 10

Analisis Market Share Analisis Persaingan 5 Forces ( Porter ) Substitute Supplier Buyer New Entrance Competitor

Analisis Persaingan

5 Forces ( Porter )

Substitute

Supplier

Buyer

New Entrance

Competitor

Competitive Model Among Industry Substitute Buyer New Entrance Supplier

Write Marketing Plan 1 Diskripsi Sektor Industri Bagaimana perkembanagn bisnis dan industri di sektor ini ? Problem dan faktor apa saja yang mempengaruhi ? 2 Analisis Potensi Pasar dan Competitor Siapa konsumennya dan seberapa besar potensinya? Siapa saja kompetitor dan bagaimana kekuatannya?

1 Diskripsi Sektor Industri

Bagaimana perkembanagn bisnis dan industri di sektor ini ?

Problem dan faktor apa saja yang mempengaruhi ?

2 Analisis Potensi Pasar dan Competitor

Siapa konsumennya dan seberapa besar potensinya?

Siapa saja kompetitor dan bagaimana kekuatannya?

3. Analisis STP Segmentasi mana yang akan diambil ? Siapa target pasarnya ? Bagaimana produk akan diposisikan dimata konsumennya? 4. Program Marketing Mix Bagaimana product policynya? Bagaimana pricing policynya? Bagaimana promotion policynya? Bagaimana distribution policynya? 5 Analisis dan Proyeksi Pasar Effektif Berapa perkiraan market sharenya ? Proyeksikan market effective nya selama periode perencanaannya

3. Analisis STP

Segmentasi mana yang akan diambil ?

Siapa target pasarnya ?

Bagaimana produk akan diposisikan dimata

konsumennya?

4. Program Marketing Mix

Bagaimana product policynya?

Bagaimana pricing policynya?

Bagaimana promotion policynya?

Bagaimana distribution policynya?

5 Analisis dan Proyeksi Pasar Effektif

Berapa perkiraan market sharenya ?

Proyeksikan market effective nya selama periode

perencanaannya