Strategic Marketing

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  • 1. MARKETING Strategy By Rizal Hari Magnadi
  • 2. Strategic Management
    • the art and science of formulating, implementing , and evaluating
    • cross-functional decisions that enable an organization to achieve its objectives
  • 3. Marketer’s Jobs in Business Strategy (Grant, 2002)
    • Analyze both the micro and macro environments using appropriate tools and techniques
    • Continually refine this analysis in relation to changing environmental conditions
    • Continually analyze competitive actions and be able to either pre-empt or react to such actions
    • Link marketing to the overall ambitions of the organization (the corporate strategy) but with a need for flexibility
    • Marshal the group resources and core competences to compete within the marketplace
    • Marshal the components of the marketing mix to both compete within the marketplace and achieve the overall objectives of the organization
  • 4. Strategy Levels
    • Corporate strategy
    • Business strategy
    • Functional Strategy
  • 5. Corporate Strategy Level
    • What business are we in?
    • What business should we be in?
  • 6. Business Strategy Level
    • Can new opportunities and new markets be identified?
    • Can the business unit’s strengths and weakness be clearly identified?
    • Can new product and service opportunities be identified that match current and potential customer needs?
  • 7. Functional Strategy Level
    • What goals have to be achieved at the functional level to ensure strategic success at the business and corporate levels?
    • What resources are required at the functional level to achieve those goals?
  • 8. Ansoff’s Portfolio Matrix (1987) Market Penetration Product Development Market Development Diversification New Present/Existing Product Present/Existing New Market
  • 9. Market Positioning
    • Market Leader
    • Market Chalenger
    • Market Follower
    • Market Nicher
  • 10. Indonesian Airlines Industry
  • 11. Specific route that not reach by other airlines (example : Papua, Sulawesi)
  • 12. Semarang Bookstore Industry