Strategic Marketing

  • 181 views
Uploaded on

 

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
181
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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